filling the sales funnel with search engine optimization

the SalesFunnel

with

Search EngineOptimization

LL

Organic Traffic & The Funnel

What does organic traffic have to do with the sales funnel?

SEO Assumptions

Technical Foundation

SEO Friendly Website Development

Quality Content

Technical

Can My Site Be Found?

Do you have a sitemap?

Have you set up Webmaster Tools and submitted your sitemap?

Do you have Google Analytics set up to measure traffic?

Is It A Good User Experience?

Does your site load quickly?

Can visitors easily find content?

Is it mobile optimized?

Page Content

Does your page URL structure say what the page is about?

Have you implemented microformats/schema?

Are your pages clearly focused on one topic?

Reputation

Who you hang out with affects your reputation

Build good links

Prune bad links

Co-citation

Build Quality Links

Paid-Directories

- Local Search

-Press Releases / News

Earned-Related Sites

-Partners & Resellers

-User Generated Content

Owned- Social Networks

-Digital Asset Optimization

Prune Bad Links

Unnatural Destination URLs

Irrelevant Links

Poor Authority Sites

Bad Anchor Text

Link Farms

Misdirected (old)

Co-Citation

When Google determines what your company is about they look at your site and what other people say your company is.

What’s new in the SEO landscape and practices that are dead and gone

SEO’s Changing Landscape

Old SEO Landscape

Old SEO Landscape-High trafficked

keywords

-Ranking Reports

-Number of links

Goal: -Be in position 1

-Drive visits

-Get as many links as possible

14

Hummingbird

Content is important but Context is key- Natural language- Synonyms- Long tail- Knowledge Graph- Comparison- Conversational (true

“Human” intent)

“Google Hummingbird”

15

New SEO Landscape

New SEO Landscape-Understanding Users

-Content that addresses their problems

-Better User Experience

Goal- Drive relevant traffic

that converts

- Page level and site wide engagement

16

Persona Focused SEO

Understanding users search behavior will ensure relevance for searchers

Move from optimizing for high trafficked keywords to relevant content creation

Content Development

Top-Funnel Content

Blog posts, articles, infographics, videos,

tip sheets, tweets

Mid-Funnel Content

End-Funnel Content

White papers, webinars, eBooks, guides, tutorials,

recorded presentations

Case studies, product tutorial, testimonials

18

Content Marketing with Social

Website

SEO (Mentions

& Links)

Brand Awareness

Demand Generation

New & Old

Media

19

Content Marketing Strategy

Plan

Audience

Story

Process

Channels

Conversation

Measurement

20

Content Marketing - Plan

“Plan the work: Work the plan.”- What are you trying to accomplish?

- What are the differentiating factors of your products?

- How are you unique?

- Make the content marketing plan support broader strategic goals

- Commitment and bandwidth

20

Content Marketing - Audience

Defining Persona’s- You are evolving

- Internal stakeholders are key

- Define each group’s persona

- Determine how they want to receive content

21

Content Marketing - Story

Your Brand Hero- Storytelling about

your brand

- Find your advocates and evangelists

- Help them share your story

22

Content Marketing – Process

Create a Process- Create your content

- Publish in the desired channel

- Promote to increase awareness

- Monitor performance

- Analyze success

23

Content Marketing – Channels

Channel Plan- Identify the right

channels to be most effective (offline & online)

- Involve key company stakeholders

- Determine the goal of the Content (end of the funnel)

24

Content Marketing – Conversation

Media Library- Text & Images,

Infographics

- Video, Audio

- White Papers, eBooks, PDFs

- Social Bookmarking

- Blogs, Wikis, Forums

25

Top-Funnel ContentBlog posts, articles,

infographics, videos, tip sheets, tweets

Mid-Funnel Content

End-Funnel Content

White papers, webinars, eBooks, guides, tutorials,

recorded presentations

Case studies, product tutorial, testimonials

Content Marketing – Measurement

Return (on your Content) Investment- Is content driving

sales?

- Is content saving money?

- Increases in organic traffic?

- Is content increasing customer retention rates

26

*research courtesy of Content Marketing Institute

Content Marketing 2014

Plan

Audience

Story

Process

Channels

Conversation

Measurement

Work The Plan

28

Takeaways

Make sure people can find your site in all stages of the sales funnel with a technically optimized site

Understand who your target personas are to ensure you have content they’re searching for at each stage of the funnel

Produce, optimize, and distribute content to build your brand and drive traffic from each stage to your site

And yes, we know Matt

29

21960 Minnetonka Blvd. Suite 100Excelsior, MN 55331

email@nordicclick.com952.460.3333

www.nordicclick.com

Contact Us

Nessa Felleson