I love webinars. Webinars allow you to surround yourself with the most knowledgeable folks in the industry and learn about the latest industry news. So yesterday, I once again looked to another B2B SEO agency to get a feel for what 2016 will bring in terms of SEO developments. I listened to webmarketing123’s take on this earlier this month but everyone has their perspective.
Yesterday, Digital Reach offered their tips for the 5 things you must get right in 2016.
Let me know if you want the recording of this webinar.
They opened up the webinar with covering some of what we’ve seen take place in 2015 when it came to SEO, such as the Panda update as well as how SEO was approached earlier on in its days, through link building strategies, versus how it is approached now, through high quality content for the right audience.
A bigger focus on search is also “…critical to the new B2B buyer. ‘On average B2B buyers do 12 searches before engaging on a brand’s site.'” Google/Millward Brown, B2B Path to Purchase Study. This means that customers are doing non branded searches so it is critical to optimize for keywords that they are searching on rather than focusing on your brand keywords.
As for the 5 critical things you must get right in B2B SEO in 2016…
- Make a business case for SEO* (stick with me in this blog post as I’ll share the most interesting thing I learned at the end of the post) : It is critical to educate and create a true business case for your SEO efforts. Show what it will mean if you don’t invest in the effort and don’t focus on improving your search results. What will it mean to the business if you’re not ranking on the first page?
- Put yourself in your customers’ shoes: It seems simple enough but not enough businesses are doing this. You need to focus your efforts on what your customer is searching for rather than reinventing the wheel. Don’t use internal jargon when it comes to optimizing your website, but rather use terms that are searched for and optimize your meta description, title tags, alt tags, etc, with those keywords.
- Make it easy to convert: Again, it seems like a simple enough tactic but it’s easy to get intricate in your conversion path. Make sure that it’s easy for a customer to click through to where you want them to end up.
- Set goals & track them: Compare previous year’s numbers with this year on a monthly basis. How are you looking on the following: website visits, organic search, % of keywords in the top 10 Google search results, number of leads
- Have a project plan!!!: You won’t get very far without a plan. So create a case for SEO, set your goals, figure out how you’ll measure success against those goals and start executing against the strategy you’ve set.
* So now for the really good stuff…the stuff that will truly help you build your business case for SEO investment. The webinar went through a pretty comprehensive way to calculate what not being on the first page of Google search results may mean to your business. They used rough industry averages but you should be able to get the picture with my rough notes below.
So to start, you need to know that there is a very wide range, read 2-30%, for click through rates for search results that come up on the first page of a Google search result. The moderator went with a rough 7% average CTR.
- the total # of monthly searches for your keywords x the average CTR = the # of potential website visitors
- the # of potential website visitors x 1-3% (the percentage of visitors that result in a true lead) = the # of potential new leads
- the # of potential new leads x 15% (the percentage of raw leads that become qualified leads) = the # of potential new qualified leads
- the # of potential new qualified leads x 10% (close rate) = the # of potential new deals
- the # of potential new deals x average product cost = monthly cost of not ranking on the first page
- monthly cost of not ranking on first page x 12 (months in a year) = yearly cost of not ranking on the first page
Pretty wild right? I would suggest taking the percentages with a grain of salt as your business may be in a different realm but the numbers don’t lie, and that’s what you need to build your business case!
I hope this post has helped. Now on to finding new industry leaders to surround myself with and learning something new!