In the September 2019 edition of Masters of Marketing, SEO Consultant Dylan Brooks discusses strategies for your agency's short and long term SEO goals.

1. Search Marketing
For The Short And Long Term
Dylan Brooks
Digital Marketing Consultant

2. Welcome to Masters of Marketing
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A recording of today’s webinar will be posted at
https://www.resources.getitc.com/masters-of-marketing/
Mark your calendar! Our next Masters of Marketing webinar:
Ladies of Insurance Website Builder
This will take place on Thursday, October 18th at 12 PM
CDT

3. Is Search Marketing
One-Size-Fits-All?

4. No.
Different timelines require
different strategies.

5. What We’ll Cover Today
Short-Term Search Marketing Strategies
Long-Term Search Marketing Strategies
How To Best Utilize These Strategies

6. What Is
Search Marketing About?

7. Search Marketing Is About
Proving your agency’s worth online
Demonstrating relevance and authority
This is true across short-term and long-term

8. Short-Term
Search Marketing
Strategies

9. What They Do
Focus on providing a
quick visibility boost
Most effective for:
Website redesigns
Rebrands
Domain changes
Agency launches

10. Why They’re Short-Term
Transition Dynamics
Quick wins early
Small returns late
Emphasis on start
Build trust in an
unknown agency

11. Short-Term Tasks
Technical SEO
Web Presence Management

12. Technical SEO
Back-end work
Sitemap submissions
Indexation checks
Broken page fixes
Metadata tweaks
Goal: Help search
engines find webpages

13. A Quick Note Here…

14. Focus on Topics, Not Keywords
Exact keyword matching
is largely ineffective
today, because of:
Machine learning
Semantic processing

15. Focus on Topics, Not Keywords
Yet, broad keywords still
matter for:
Search classification
Brand recall

16. Focus on Topics, Not Keywords
What to do
Set broad keywords
Then, focus on topics
Questions to answer
What do you provide?
What is your agency
known for?

17. Bottom Line:
Topics > Keywords

18. Web Presence Management
Leverage online assets
Content Optimization
Review Management
Goal: Improve
relevance of agency

19. Goal Of Short-Term Search Marketing
Build web presence
Boost social proof
Capture instant leads

20. Short-Term Search Marketing Sales
Funnel
1. Consumers
search for
insurance
2. They click on your
search listing
3. They request
quotes
immediately

21. Upside of Short-Term Search
Marketing
Quick results
Instant monetization
Easy analytics tracking

22. Downside of Short-Term Search
Marketing
Boom or bust
Instant purchase focus
Limited targeting
Steep competition
Search change effects

23. Long-Term
Search Marketing
Strategies

24. What They Do
Focus on visibility with
staying power
Emphasis on:
Lifetime value
Long-term business
Brand building

25. Why They’re Long-Term
No instant gratification
Sing for your supper
Requires persistence
Longer buying process
Takes months or longer
Has long-lasting effects

26. Putting This Into Practice
Build multi-channel marketing integrations
Target specific long tail keyword terms
Answer questions that lead to purchases later

27. Long-Term Search Marketing Tasks
In-Depth Content
Brand Promotion
Link Earning

28. In-Depth Content
Post articles on topics
other than insurance
Home repairs
Safety tips
Goal: Improve utility
Help consumers not
actively looking to buy

29. Brand Promotion
Make your brand your
most important asset
Consistent collateral
Cross-promotion
Goal: Build relevance
Consumers associate
resources with your
brand name

30. Link Earning
Get links to your site
From local businesses
From renowned sites
Goal: Prove authority
Show legitimacy of
brand within industry

31. Goal Of Long-Term Search Marketing
Build brand relevance as subject expert
Broaden lead funnel for your agency
Protect against demand fluctuations

32. The Focus:
Customer Lifetime
Value

33. Advantages of Customer Lifetime
Value
The consumers your
agency attracts are:
Qualified to close
Brand loyal
Great for referrals

34. Long-Term Search Marketing Sales
Funnel
1. Consumers search
for help with a
specific question
2. They click on
content from your
website which
provides answers
3. They note your
brand name, but
leave the site
without buying

35. Long-Term Search Marketing Sales
Funnel
4. When it’s time to
shop for
insurance,
consumers search
for your agency
directly
5. Consumers click
on the listing and
request quote

36. Upside of Long-Term Search
Marketing
Targeted lead pipeline
Broad brand reach
Growth opportunities

37. Downside of Long-Term Search
Marketing
Upfront investment
No guaranteed ROI
Hard to track

38. The Bottom Line

39. Putting It All Together
Short-Term Search Marketing sets a foundation
Long-Term Search Marketing builds upon it
It takes longer to see returns
But, these results can be more valuable
Key: Make sure your strategy is multifaceted

40. What We Covered
Short-Term Search Marketing Strategies
Long-Term Search Marketing Strategies
How To Best Utilize These Strategies

41. Thanks For Attending!
Feel free to ask any remaining questions!
A recording of today’s webinar will be posted at
https://www.resources.getitc.com/masters-of-marketing/
Mark your calendar! Our next Masters of Marketing webinar:
Ladies of Insurance Website Builder
This will take place on Thursday, October 18th at 12 PM
CDT