Can everyone succeed in B2B SEO? What are the people who are succeeding doing and how can you do it? We're going to look into: - Which companies are better suited to search - How can you succeed at search. Spoiler alert, we're going to need to be able to create great content and measure it.

1. Can your company
succeed in B2B SEO?
And how can you do it?

2. bit.ly/doing-b2b-seo
@dom_woodman #inbound2019

3. 2011

4. 2011

10. wat?

11. que?

12. que?

13. Consulting
We are in the business of transformation, known for our focus on
and commitment to achieving results.

14. Consulting
We are in the business of transformation, known for our focus on
and commitment to achieving results.

21. B2C

22. HA HA
B2C B2B

24. 1-5 6-8

28. Fight me.

31. Sup son.

32. Quick example

34. “second hand ford fiesta for
sale in London”

35. “ford for sale in
the UK”

36. “car for sale in the
UK”

37. “car for sale”

38. “car”

39. “ca”

40. “definition of enterprise content
management”

46. “enterprise content management
magic quadrant”

51. Can everyone succeed in search?
1 2 3

52. How can we make great content?
1 2 3

54. How do you measure success?
1 2 3

55. Research
1 2 3

57. 343 companies.
5 million keywords.

61. Benchmarking

62. Most of the companies we’re
looking at are relatively large.

63. 51 - 500
11 - 50
501 - 1000
Number of
employees
0 - 10

64. Most of the companies we’re
looking at are based in the US &
Europe.

65. US
% of
companies
Europe APAC
80%

66. Can everyone succeed in search?
1 2 3

67. 1 2
3
Size of the company
1 2 3 4 5
1

68. Size of company
Traffic

69. Size of company
Traffic

70. Size of company
Traffic

71. Company size doesn’t correlate
with traffic.
@dom_woodman #inbound2019

72. 1 2
3
Audience Size
1 2 3 4 5
1

87. How large is your
audience?
Targeting more people
Targeting less people

88. The larger your audience the more
valuable search will be.
@dom_woodman #inbound2019

89. 1 2
3
Length of sales process
1 2 3 4 5
1

90. Organic usually plays
in this half.

91. How long?
1 week
1 month
6 months

94. How long is your
sales process?
Shorter sales funnel
Longer sales funnel

95. The shorter your sales process, the
easier it’ll be to argue for search in
your organisation.
@dom_woodman #inbound2019

96. 1 2
3
How innovative are you?
1 2 3 4 5
1

98. Serverless computing

99. AWS Lambda launches

100. Serverless computing

101. How innovative is
your product?
We copied someone
else
It’s literally never
existed.

102. If you’ve invented something brand
new, you’ll have to create search
volume.
@dom_woodman #inbound2019

103. 1 2
3
Brand strength
1 2 3 4 5
1

104. What percentage of
overall traffic is branded?

105. 49%

106. What percentage of a
businesses traffic comes
from brand?

107. % of
companies
% of branded traffic
0 - 20% 41 - 60% 80 - 100%
20%

108. Do businesses with more
branded traffic, get more
non-branded traffic?

109. Branded Traffic
Traffic

110. You don’t need brand to do well in
search.
@dom_woodman #inbound2019

111. However, companies with more
branded traffic, typically have more
non-branded traffic.
@dom_woodman #inbound2019

112. Brand strength
How innovative are you?
Length of sales process
Audience Size
Size of the company

113. Brand strength
How innovative are you?
Length of sales process
Audience Size
Size of the company

114. Brand strength
How innovative are you?
Length of sales process
Audience Size
Size of the company

115. How can we make great content?
1 2 3

116. Category Percentage of total unbranded traffic
homepage 16.26%
product page 15.59%
guide 13.86%
mass generated product pages 13.02%
listicle 10.88%
definition 10.76%
templates 5.47%
user generated content 4.23%
tool 2.99%
difference 2.43%
best 2.41%
content 1.18%

117. Most of those options are
informational content based.

118. Category Percentage of total unbranded traffic
homepage 16.26%
product page 15.59%
guide 13.86%
mass generated product pages 13.02%
listicle 10.88%
definition 10.76%
templates 5.47%
user generated content 4.23%
tool 2.99%
difference 2.43%
best 2.41%
content 1.18%

119. Category Percentage of total unbranded traffic
homepage 16.26%
product page 15.59%
content 13.86%
mass generated product pages 13.02%
content 10.88%
content 10.76%
content 5.47%
content 4.23%
content 2.99%
content 2.43%
content 2.41%
content 1.18%

120. Category Percentage of total unbranded traffic
homepage 16.26%
product page 15.59%
content 13.86%
mass generated product pages 13.02%
content 10.88%
content 10.76%
content 5.47%
content 4.23%
content 2.99%
content 2.43%
content 2.41%
content 1.18%

121. Mass generated product
pages
2

125. Homepage & Product pages
2

126. Watch out for new trends
2 Home & Product pages

127. Content services
Enterprise content management

128. Don’t change the targeting of your
crucial pages for new jargon.
@dom_woodman #inbound2019

129. Look for jobs not features.
2 Home & Product pages

130. “Realtime Insights”

131. “Realtime Sales Tracking”

132. Build product pages targeting
jobs/problems not features.
@dom_woodman #inbound2019

133. Make sure you match intent
2 Home & Product pages

134. “Exit interview”

135. “Exit interview
software”

136. Sometimes a product or homepage
isn’t right for big terms.
@dom_woodman #inbound2019

137. 1 2
3
Expectations
1 2 3 4 5
2

138. B2B companies get most traffic
from just 10% of pages.
@dom_woodman #inbound2019

139. B2B companies get most
non-branded traffic from just 10% of
pages.
@dom_woodman #inbound2019

142. 1 2
3
Keyword universe
1 2 3 4 5
2

143. Go and get all the
keywords.

144. Keywords with low volume are still
valuable.

145. 1 2
3
Grouping
1 2 3 4 5
2

146. Natural topic
grouping

147. SERP led grouping

148. What is enterprise content management? Why is enterprise content management
important to a organisation?

149. Benefits of content marketingWhat is content marketing?

150. 1 2
3
Prioritising
1 2 3 4 5
2

151. Knowing it converts
How to pick the right content
2 Prioritising

154. Paid ads can help tell you which
areas will convert better.
@dom_woodman #inbound2019

155. Writing for the SERP
How to pick the right content
2 Prioritising

156. “Enterprise
content
management”

157. “Enterprise
content
management”

158. You need to write for the whole
SERP. Not just your target market.
@dom_woodman #inbound2019

159. Having opinions
How to make your content better
2 Prioritising

162. Talk to someone who does what
you’re writing about.
@dom_woodman #inbound2019

165. Unique data
How to make your content better
2 Prioritising

167. Matching format to SERP
intent.
How to make your content better
2 Prioritising

168. “cost of living”

169. 1 2
3
Content creation
1 2 3 4 5

170. Where should the content live?
How to make your content better

171. Great work Nuxeo

173. Find out who has
the most exposure
in your area.

174. Content doesn’t have to live on your
own website.
@dom_woodman #inbound2019

175. Could someone else do the
work?
How to make your content better

178. 1 2
3
Measurement
1 2 3 4 5 6

179. How do you measure success?
1 2 3

180. Organic
traffic

183. 1 2
3
Attribution
1 2

184. Google Blog post
PPC Landing
page
Demo

185. 90 day window

186. ITP2.1
Link

187. 7 day window
Renting in London...

188. Multi device sessions

189. Organic usually
plays in this half.

190. 6 months

191. 1 2
3
Session based
1 2

192. Does the right person have a good
experience?
@dom_woodman #inbound2019

193. Does the right person have a good
experience?

194. Bounce rate.
Time on page.

195. Adjusted bounce rate.
Scroll tracking.
Action tracking.
Engaged time on page.

196. ● Bounce rate
○ Adjusted bounce rate
● Time on page
○ Time on page problems
○ Tracking engaged time on page
● Building a single engagement score
Resources

197. Does the right person have a good
experience?

198. Does the right company have a
good experience?

200. Engaged sessions from qualified companies

201. Engaged qualified sessions by topic

202. Summary
1 2 3

203. Understand how the nature of your
business will change search.
1
@dom_woodman #inbound2019

204. Brand strength
How innovative are you?
Length of sales process
Audience Size
Size of the company

205. Unless you’re already well
established. Don’t start with home &
product pages.
They’re the end not the beginning.
2
@dom_woodman #inbound2019

206. You need to match your content to
the SERP intent & write for the
whole SERP.
2
@dom_woodman #inbound2019

207. Find your edge for your content,
whether it’s an opinion, data or
something else.
2
@dom_woodman #inbound2019

208. Does the right company, have a
good experience?
3
@dom_woodman #inbound2019

209. Get better engagement metrics
than the default ones.
3
@dom_woodman #inbound2019

210. Enrich your anonymous data to
discover the companies on your
website.
3
@dom_woodman #inbound2019

211. bit.ly/doing-b2b-seo
@dom_woodman #inbound2019

212. @dom_woodman
@dom_woodman #inbound2019