#SMX #22a @afehrenbacher

Hi, I’m Amber. I do marketing for SuretyBonds.com.

#SMX #22a @afehrenbacher

About SuretyBonds.com We are a specialty insurance company that works very similarly to Esurance, but for bond insurance.

#SMX #22a @afehrenbacher

We currently have over 300 keyword terms that rank in position #1 and #2 in Google.

#SMX #22a @afehrenbacher

O R G A N I C

and

#SMX #22a @afehrenbacher

PAID #2

ORGANIC #1

#SMX #22a @afehrenbacher

We’ve also been featured in many of Google’s new Direct Answer boxes.

#SMX #22a @afehrenbacher

How did we do it?

Over the past year, we overhauled our marketing strategy including major changes to better serve our site users.

#SMX #22a @afehrenbacher

Changes Implemented

• Responsive site redesign

• Data-driven decision-making

• Developed in-house content team

• Re-engineered user funnel

• Aligned social strategy with content

• Guest-posting

#SMX #22a @afehrenbacher

Timeline

#SMX #22a @afehrenbacher

Tools We Use • Google Analytics • Search Console • MailChimp • Keyword Planner • Google Forms • PageAnayltics • Moz • Piwik

#SMX #22a @afehrenbacher

Results: Conversion Rate

#SMX #22a @afehrenbacher

Results: Bounce Rate

#SMX #22a @afehrenbacher

Results We’ve Seen: Traffic

#SMX #22a @afehrenbacher

Identify Higher Impact Opportunities

• Grow subscriber list

• Focus on converting at higher rate

• Drive traffic from diversified channels

• Lead scoring

• Derive content from keyword research

• Conduct qualitative research (surveys) and pair

with quantitatve data to develop strategy

#SMX #22a @afehrenbacher

Optimizing for Direct Answers

• Follow Google best practices (structured data)

• Analyze user behavior in segments

• Derive content from keyword research

• Conduct qualitative research and pair with

quantitatve data to develop strategy

#SMX #22a @afehrenbacher

THANK YOU!

SEE YOU @SMX WEST

SAN JOSE, CA

MARCH 1-3, 2016