SEO for B2B in 2016 Webinar by Digital Reach Agency

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…

  1. 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?
  2. 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.
  3. 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.
  4. 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
  5. 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.

  1. the total # of monthly searches for your keywords x the average CTR = the # of potential website visitors
  2. the # of potential website visitors x 1-3% (the percentage of visitors that result in a true lead) = the # of potential new leads
  3. the # of potential new leads x 15% (the percentage of raw leads that become qualified leads) = the # of potential new qualified leads
  4. the # of potential new qualified leads x 10% (close rate) = the # of potential new deals 
  5. the # of potential new deals x average product cost = monthly cost of not ranking on the first page
  6. 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!

Thanks again Digital Reach! Follow them on Twitter for the latest blog posts and webinars!

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Webmarketing123’s – Top 3 SEO Predictions for 2016!

Road to SEO predictions in 2016

It’s a two a day kind of day.  I just wanted to share some information I gathered from a webinar I listened in on hosted by Webmarketing123. Today’s webinar focused on the top 3 SEO predictions of 2016, although the webinar is over I’ll share what I jotted down. If you want a downloadable copy of the slides just let me know.

Here is what Webmarketing123 thinks will happen in the SEO world next year, so get prepared!

  1. Penguin 4.0 update.
    1. Here you’ll need to focus on GOOD link building.  Also, make sure the content you share is good and relevant and not spammy.
    2. Make sure to analyze your competitor link building strategies & get a list of inbound links from the Google Search Console.
    3. A new Google Onsite & Offsite Search Ranking patent will look at how functional and optimized your whole site is, rather than just the page you’re linking to. So make sure that your site is improved overall & don’t just piece meal things together.
  2. Prepare for rich answers to get even bigger.
    1. Look into Google’s Rank Brain.
    2. Make sure that your schema markup is on point to improve your rich answer results.
  3. You’ll truly need to optimize for a better UX experience, especially across all devices.
    1. Make sure to look at your overall behavior flow in Google Analytics.
    2. Don’t ignore, but also don’t solely rely on, bounce rates, pages per session, traffic, & ctr rates.
    3. Check out ampproject.org –>this is Google’s anticipated mobile improvement initiative for early 2016

That’s all folks!  I hope this helps you prepare and taught you something new.  Thanks webmarketing123!

P.S. Looking for other predictions?  Here they are:

jeffbullas.com offers 3 more key SEO predictions for 2016 –>these were also shared on business2community.com

lifehack.org has 5 SEO predictions

The Importance of SEO

It’s been a doozie of a week but today is a two-a-day kind of day so read this blog post, but also check out today’s LinkedIn Pulse blog post about Client Management.  And as an even more added bonus, I’ll be sharing my diy plans for this year’s Christmas in the Working Mom section of my blog.  PHEW! Let’s begin.

So what do we know about SEO?  Most people will say that it’s important.  But some might not realize it’s not a set it and forget it kind of thing.  You may need to explain that there is more to SEO than just website effectiveness and getting found on line.

SEO is about those two things but also about growing brand awareness, thought leadership and as Search Engine Land states:

It is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines.” 

You have to think about at least the following 10 things when trying to run an effective SEO strategy:

  1. How is your website structured? Are things easy to find?
  2. How often are you updating the content on your site, either via a blog, or updating general information?
  3. Are your alt tags, video descriptions, meta descriptions, title tags, all that good stuff up to date and most importantly actually there?
  4. Where are you coming up in search results when plugging in some keywords?
  5. Are you working on improving, or maintaining, search results on an ongoing basis?
  6. Are you looking at social networks and forums to see what others are saying about you, and most importantly contributing to those conversations?
  7. Are you looking at relevant articles, blogs, etc. and commenting on those with a company profile to maintain relevance?
  8. Are you creating relevant and shareable content?
  9. Is your PR program in sync with your SEO program?
  10. Are you analyzing the results of your SEO efforts?

I know I am not an expert at all, I just like to know enough about things to be dangerous.  So if you’re looking for an expert, or know that you can’t do all of the above and more on your own, then look to KoMarketing Associates in Boston who are excellent to work with.

Good luck!