Presented by Evan Yule, emfluence

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Evan Yule, emfluence
eyule@emfluence.com
How SEO Can Boost Your Marketing Automation
Efforts
@evanyule

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SEO?

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“Search engine optimization (SEO) is the process of
affecting the online visibility of a website or a web page in a
web search engine's unpaid results—often referred to as
"natural", "organic", or "earned" results.”

4. #emflconf@emfluence
“Search engine optimization (SEO) is the process of
affecting the online visibility of a
website or a web page in a web search engine's unpaid
results—often referred to as "natural", "organic", or
"earned" results.”

5. #emflconf@emfluence
“Search engine optimization (SEO) is the process of
affecting the online visibility of a website or a web page in a
web search engine's unpaid results—often
referred to as "natural", "organic", or "earned"
results.”

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Paid
Organic

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Paid
Organic

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“Search engine optimization (SEO) is the practice of
increasing the quantity and quality of traffic to your website
through organic search engine results.”

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“Search engine optimization (SEO) is the practice of
increasing the quantity and quality of
traffic to your website through organic search engine
results.”

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“SEO is the practice of driving more qualified traffic to your
site by optimizing visibility in organic search engine
results.”

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“SEO is the practice of driving more qualified
traffic to your site by optimizing visibility in
organic search engine results.”

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How SEO Can Boost Your Marketing Automation
Efforts

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How SEO Can Boost Your Marketing Automation
Efforts
1. Build leads and lists through qualified organic
traffic

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How SEO Can Boost Your Marketing Automation
Efforts
1. Build leads and lists through qualified organic
traffic
2. Utilize existing organic data to optimize
conversion points

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How SEO Can Boost Your Marketing Automation
Efforts
1. Build leads and lists through qualified organic
traffic
2. Utilize existing organic data to optimize
conversion points
3. Use keyword research to send targeted content to
specific lists

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#1
Build leads and lists
through qualified organic
traffic

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Organic search and
marketing automation are
the perfect duo

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Drive lead to announce
themselves
Great nurturing experience

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“How do I SEO my site?”

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“How do I SEO my site?”
3 Parts of SEO
1. On-page SEO
2. Off-page SEO
3. Technical SEO

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On-Page SEO

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#1 On-page SEO
Content
Targeted Keywords, Intent, Content Structure

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#1 On-page SEO
Metadata
Page Title and Meta Description

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#1 On-page SEO
URL
Targeted Keywords, Consistent Format, Category Hierarchy

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#1 On-page SEO
Image Alt Text
Alternative Text, Title, ADA Compliance

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#1 On-page SEO
Heading Tags
Main Headline, Subheadings, Scan-ability

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#1 On-page SEO
Internal Linking
Crawling, Ranking Potential, Informational Hierarchy,
Anchor Text

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Off-Page SEO

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#2 Off-page SEO
Link Building
Backlinks = Vote of Approval

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#2 Off-page SEO
Site/Business Listings
Google My Business, Yelp, Industry Directories

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#2 Off-page SEO
Social Media
Paid and Organic

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#2 Off-page SEO
Guest Posts
Backlinks, Branded Searches, Industry Blog

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#2 Off-page SEO
Forum Participation
Industry Forum, Backlinks, Branded Searches

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#2 Off-page SEO
Search Engine Submissions
Google Search Console, Bing Webmaster Tools

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Technical SEO

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#3 Technical SEO
Site Architecture /
Crawlability
Internal Linking, Category Hierarchy, Orphan Pages

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#3 Technical SEO
XML Sitemap
Crawler Map

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#3 Technical SEO
Robots.txt
Crawler Instructions

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#3 Technical SEO
Meta Robots No Index Tag
<meta name="robots" content="noindex">

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#3 Technical SEO
301 Redirects
Removed Pages, Duplicate Content, URL Formats

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#3 Technical SEO
Canonical Tags
Primary Owner, Diluting Ranking Potential

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#3 Technical SEO
Status Codes
200, 301, 404

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#3 Technical SEO
Replace Broken Resources
Broken Links and Images

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#3 Technical SEO
Schema Markup
Coding, Additional Context

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#3 Technical SEO
Page Speed
UX, Ranking Factor

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#3 Technical SEO
Site Security
UX, Ranking Factor

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#3 Technical SEO
Mobile-Friendly
UX, Ranking Factor

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How Did Tension
Implement This?

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Paid
Organic

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1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32
Weekly Organic Entries
SEO Updates Made

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1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32
Weekly Organic Entries
SEO Updates Made

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1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32
Weekly Organic Entries
SEO Updates Made

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#1 Build leads and lists through qualified organic
traffic
Tension
1. Increased in industry-specific traffic
2. Increased quality brand engagements
3. Increased in deeper traffic

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#1 Build leads and lists through qualified organic
traffic
You
1. What pages are on the cusp of good to great?
2. Are there new pages you could create to answer
questions your audience may be searching?
3. What can you do to drive leads to announce
themselves?

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How SEO Can Boost Your Marketing Automation
Efforts
1. Build leads and lists through qualified organic
traffic
2. Utilize existing organic data to optimize
conversion points
3. Use keyword research to send targeted content to
specific lists

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#2
Utilize existing organic
data to optimize
conversion points

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#2 Utilize existing organic data to optimize
conversion points
Organic Traffic
Bounce Rate

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#2
Utilize existing organic
data to optimize
conversion points

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#2 Utilize existing organic data to optimize
conversion points
Organic Traffic
Bounce Rate

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#2 Utilize existing organic data to optimize
conversion points
Organic Traffic
Bounce Rate
Search – Provide Answer – Click – Satisfied - Bounce

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#2 Utilize existing organic data to optimize
conversion points
When users continuously bounce
1. Naturally send users to a high converting page
2. Create a new offer custom-built for that audience

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#2 Utilize existing organic data to optimize
conversion points
Naturally send users to a
high converting page

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#2 Utilize existing organic data to optimize
conversion points
Naturally send users to a
high converting page
Lasagna

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#2 Utilize existing organic data to optimize
conversion points
Naturally send users to a
high converting page
Tension

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1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Weekly Organic Entries
Internal link added
Page created

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#2 Utilize existing organic data to optimize
conversion points
Create a new offer custom-
built for that audience

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Create a new offer custom-built for that audience
1. What are these users looking for?
2. What do we want these users to do?
3. What could we offer that would be enticing to

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Create a new offer custom-built for that audience
1. What are these users looking for?
– #10 envelope size
2. What do we want these users to do?
– Give their email address
3. What could we offer that would be enticing to
– Envelope size cheat sheet

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Create a new offer custom-built for that audience
1. What are these users looking for?
– Basic envelope industry information
2. What do we want these users to do?
– Give their email address
3. What could we offer that would be enticing to
– Envelope Basics ebook

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Create a new offer custom-built for that audience
What about your top organic entry pages?
1. What are your users looking for?
2. What do you want these users to do?
3. What could you offer that would be enticing to

92. #emflconf@emfluence
How SEO Can Boost Your Marketing Automation
Efforts
1. Build leads and lists through qualified organic
traffic
2. Utilize existing organic data to optimize
conversion points
3. Use keyword research to send targeted content to
specific lists

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#3
Use keyword research to
send targeted content to
specific lists

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#3 Use keyword research to send targeted content to
specific lists
https://wordpress.tv/2018/06/11/tylor-hermanson-a-non-seos-guide-to-the-power-of-
search-behavior/

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#3 Use keyword research to send targeted content to
specific lists

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Everybody Lies – Seth Stephens-Davidowitz
Tylor Hermanson: A Non-SEO’s Guide to the Power of Search Behavior

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Everybody Lies – Seth Stephens-Davidowitz
Tylor Hermanson: A Non-SEO’s Guide to the Power of Search Behavior

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Everybody Lies – Seth Stephens-Davidowitz
What does Google say?

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Everybody Lies – Seth Stephens-Davidowitz
Sexless Marriage 3.5X > Unhappy
Marriage

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Everybody Lies – Seth Stephens-Davidowitz
Sexless Marriage 3.5X > Unhappy
Marriage
Sexless Relationship > Most
everything else

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Everybody Lies – Seth Stephens-Davidowitz
Take survey data with a
grain of salt

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Everybody Lies – Seth Stephens-Davidowitz
What about social media
data?

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Everybody Lies – Seth Stephens-Davidowitz
Tylor Hermanson: A Non-SEO’s Guide to the Power of Search Behavior

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#3 Use keyword research to send targeted content to
specific lists
Incentive?

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#3 Use keyword research to send targeted content to
specific lists

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#3 Use keyword research to send targeted content to
specific lists
We care about how we are
perceived by others

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#3 Use keyword research to send targeted content to
specific lists

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Everybody Lies – Seth Stephens-Davidowitz
https://www.nytimes.com/2016/10/23/opinion/campaign-stops/if-they-google-you-do-you-
win.html
Percent of searches for “Trump Clinton” (as opposed to “Clinton Trump”) Sep-Oct
2016

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#3 Use keyword research to send targeted content to
specific lists
1. Don’t take all data at face value
– Confirmation bias
– Incentive
2. Search behavior data is not just for SEOs
– Uncover insights about your audience

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#3 Use keyword research to send targeted content to
specific lists
Uncover insights about
your audience to send them
highly relevant content

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#3 Use keyword research to send targeted content to
specific lists
Example of knowing your audience.

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#3 Use keyword research to send targeted content to
specific lists

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Vacation Package Company Emails
1. Confirmation

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Vacation Package Company Emails
1. Confirmation

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Vacation Package Company Emails
1. Confirmation
2. Itinerary and confirmation numbers

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Vacation Package Company Emails
1. Confirmation
2. Itinerary and confirmation numbers

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Vacation Package Company Emails
1. Confirmation
2. Itinerary and confirmation numbers
3. Documentation and passport info

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Vacation Package Company Emails
1. Confirmation
2. Itinerary and confirmation numbers
3. Documentation and passport info

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Vacation Package Company Emails
1. Confirmation
2. Itinerary and confirmation numbers
3. Documentation and passport info
4. Recommended ideas

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Vacation Package Company Emails
1. Confirmation
2. Itinerary and confirmation numbers
3. Documentation and passport info
4. Recommended ideas

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Vacation Package Company Emails
1. Confirmation
2. Itinerary and confirmation numbers
3. Documentation and passport info
4. Recommended ideas
5. Travel tips

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Vacation Package Company Emails
1. Confirmation
2. Itinerary and confirmation numbers
3. Documentation and passport info
4. Recommended ideas
5. Travel tips

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Vacation Package Company Emails
What blew my mind?
1. They anticipated my needs
A. Utilized look-alike modeling to send targeted content
2. Valuable brand experience

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#3 Use keyword research to send targeted content to
specific lists
Keyword research
techniques

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#3 Use keyword research to send targeted content to
specific lists
Google Correlate
“Flight to [Paris/London]”

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#3 Use keyword research to send targeted content to
specific lists
Google Correlate
“Flight to [Paris/London]”
Week 1: trip itinerary

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#3 Use keyword research to send targeted content to
specific lists
Google Correlate
“Flight to [Paris/London]”
Week 1: trip itinerary
Week 2: hiking pants

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#3 Use keyword research to send targeted content to
specific lists
Google Correlate
“Flight to [Paris/London]”
Week 1: trip itinerary
Week 2: hiking pants
Week 3: car rental / Iceland

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#3 Use keyword research to send targeted content to
specific lists
Google Correlate
“Flight to [Paris/London]”
Week 1: trip itinerary
Week 2: hiking pants
Week 3: car rental / Iceland
Week 4: NSFW

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#3 Use keyword research to send targeted content to
specific lists
Google Correlate
“Flight to [Paris/London]”
Week 1: trip itinerary
Week 2: hiking pants
Week 3: car rental / Iceland
Week 4: NSFW
Week 6: hotel bookings

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#3 Use keyword research to send targeted content to
specific lists
Answer the Public
“Paris”
Questions
Prepositions
Comparisons
Addon: Keywords Everywhere
Honorable Mention:
keywordtool.io

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#3 Use keyword research to send targeted content to
specific lists
Keyworddit
“/r/travel”
Insurance – travel, rental
car, etc
Long flights
Long train rides
Passport issues

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#1
Build leads and lists
through qualified organic
traffic

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#2
Utilize existing organic
data to optimize
conversion points

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#3
Use keyword research to
send targeted content to
specific lists

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Thank you

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Questions?