1.
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B2B Search Marketing
& Web Analytics
Kansas City Web Analytics & Marketing Metrics
July 15, 2014
David Vogel

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+
Agenda
 Why Search Matters
 Where Search Marketing has
been… and where it’s Going
 Common B2B Challenges &
Solutions
 SEO Analytics in a (not
provided) World
 Quick Wins
 Appendix:
 Search Lingo
 Framework for SEO projects
 SEO & PPC 101 Resources
 Building your Digital
Marketing Career
@DavidVogelDotCo

3.
+Why Search Matters

4.
@DavidVogelDotCohttp://www.pardot.com/demand-gen/report-state-demand-generation/

5.
@DavidVogelDotCohttp://chitika.com/google-positioning-value

6.
@DavidVogelDotCohttp://connect.relevance.com/a-tale-of-two-studies-establishing-google-bing-click_through-rates

7.
+Where Search Marketing
has been…

8.
@DavidVogelDotCo
What’s my motivation?

9.
@DavidVogelDotCohttp://investor.google.com/financial/tables.html

10.
+
“The goal of many of our ranking changes is to
help searchers find
sites that provide a
great user experience
and fulfill their information needs.We also want the
‘good guys’ making great sites for users, not just
algorithms, to see their effort rewarded.”
@DavidVogelDotCo
- Matt Cutts
http://googlewebmastercentral.blogspot.com/2012/04/another-step-to-reward-high-quality.html

11.
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Evolution of Search
@DavidVogelDotCo
Search Engine Technology
Search Marketing Tactics
Keyword
relevancy
Keyword
stuffing
Spammy links
(buy, trade or hack)
More strategic
keyword stuffing
Less spammy-
looking links
Page Rank
(link-based scoring)
Matt
Cutts Ongoing algorithm updates…
Better
UX

12.
+
Evolution of Search (cont’d)
@DavidVogelDotCo
Search Engine Technology
Search Marketing Tactics
Localization
Locally relevant
content & links
Invest in
social media
& content
Admit defeat of
blackhat tactics
Semantic
search
Social
signals
Matt
Cutts 2.0
Oh Crap!
Author
rank
Algorithm
updates
named
after
animals
Wailing &
gnashing
of teeth

13.
+…and where Search
Marketing is Going

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+
Authoritative & Engaging Content
The next era of search marketing will be won by content that:
 Is created by trusted sources
 Captures attention
 Engages visitor
 Is worth sharing
@DavidVogelDotCo

15.
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Authoritative Content: Surveys
@DavidVogelDotCohttp://www.davidmihm.com/local-search-ranking-factors.shtml

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Authoritative Content: Guides
@DavidVogelDotCohttp://www.marketo.com/definitive-guides/marketing-automation

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Authoritative Content: Blog Posts
@DavidVogelDotCohttp://blog.mailprint.com/index.php/1125/create-trackable-qr-codes/

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Blogging Example:
@DavidVogelDotCo

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Blogging Example:
@DavidVogelDotCo

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B2B Challenges

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B2B SEO Challenges: Ambiguity
@DavidVogelDotCo

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+
B2B SEO Challenges: Ambiguity
@DavidVogelDotCo

23.
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B2B SEO Challenges: Ambiguity
An ambiguous website leads to poor rankings and traffic.
The solution:
 Research the keyword phrases used to search for your solution
 Architect site to support these keywords
 Make content speak the same
language as your audience
@DavidVogelDotCo

24.
+
B2B SEO Challenges: Ambiguity
@DavidVogelDotCo

25.
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B2B SEO Challenges: Ambiguity
@DavidVogelDotCo

26.
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B2B PPC Challenges
Compared to B2C:
 Longer buying cycle with lots of touch points
 Niche targets spread across wide geographic area
 Smaller search volume
 More expensive keyword bids, but
 Higher customer value
@DavidVogelDotCo

27.
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B2B PPC Challenges: Reporting
@DavidVogelDotCo
Initial
search
More
targeted
search,
clicks ad,
visits site
Branded
search,
click
organic
result
Served
retargeted
ad, visits
site
Types in
site url,
completes
contact
form
5,428 sales
and lead
nurturing
touches
Contract
signed
 Search Engine Technology
Prospect lifecycle (web traffic analytics)
Sees news
about
company,
clicks to
site
Lead lifecycle (CRM)

28.
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B2B PPC Challenges: Reporting
Solution 1:Tech Upgrade
 Only way to tie data on specific
visits to lead/customer data is
integrating web marketing
software with CRM.
 Track micro data on specific
leads, plus tie real ROI to your
PPC, SEO & Social campaigns.
@DavidVogelDotCo

29.
+
B2B PPC Challenges: Reporting
Pinnacle: Opportunity
& Revenue Reporting
@DavidVogelDotCo

30.
+
B2B PPC Challenges: Reporting
Solution 2: Free tech for Macro view
1. Install Google Analytics
2. Create “Conversion Goals” for lead
form completions or engagement goals
3. Link to AdWords for PPC
conversion data (Cost
Per Conversion, etc)
@DavidVogelDotCo

31.
+
B2B PPC Challenges: Reporting
Solution 2: Free tech
for Macro view
@DavidVogelDotCo

32.
+SEO Analytics in a
(not provided) World

33.
+
Oct 18, 2011: (np)-Day
 Google announces
switch to encrypted
search for signed-in
users, hiding search
query data from site
owners
 Google estimates less
than 10% of visits will
be impacted.
@DavidVogelDotCo

34.
+
(not provided) Domination
@DavidVogelDotCo
11/11: (np) = 18% 06/12: (np) = 41% 06/13: (np) = 66% 06/13: (np) = 91%

35.
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One Solution: Content Approach
1. Research keywords and map to content (for optimization)
2. Track organic search entrances and content rankings
3. Evaluate performance and opportunities
@DavidVogelDotCo

36.
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Example: High-Level Review
@DavidVogelDotCo

37.
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Step 1: Keyword research and mapping
@DavidVogelDotCo
Keyword Target Page Estimated
Traffic
Actual PPC
Impressions
blue widgets /blue-widgets 74,600 24,749
light blue
widgets
/blue-widgets 8,300 2,796
red widgets /red-widgets 135,200 64,810
pink widgets /pink-widgets 5,200 899
tan widgets /tan-widgets 1,300 365
AdWords

38.
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Step 2: Monitor Organic Entrances and Rankings
@DavidVogelDotCo
Keyword Target Page Estimated
Traffic
Actual PPC
Impressions
Organic
Rank
Ranking Page Page Organic
Entrances
blue widgets /blue-widgets 24,600 16,749 5 /blue-widgets 1,204
light blue
widgets
/blue-widgets 3,300 796 37 /blue-widgets 1,204
red widgets /red-widgets 35,200 24,810 7 /red-widgets 746
pink widgets /pink-widgets 5,200 899 14 /pink-widgets 75
tan widgets /tan-widgets 7,300 265 2 /tan-widgets 102
AdWords Analytics

39.
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Step 3: Evaluate Performance & Opportunity
@DavidVogelDotCo
KeywordRank
Page Traffic Relevant to Anticipated
-Low--High-
-High- -Low-

40.
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Quick Wins

41.
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Quick Win: Keyword Research
 Identify potential demand for product/service
 Learn how to speak your prospect’s language
 Judge competition and ranking potential
 Guide website architecture
@DavidVogelDotCo

42.
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Quick Win: Keyword Research
Keyword Keyword
Group
Estimated
Traffic
Pay Per Click
Impressions
Competition
Level
Current
Ranking
Ranking
Page
Keyword 1 Group A 24,600 749 76 -
Keyword 2 Group A 8,300 76 65 37 www…
Keyword 3 Group B 760 18 42 14 www…
Keyword 4 Group C 185,200 - 92 -
Keyword 5 Group C 79,300 315 87 73 www…
Google Keyword Planner
https://adwords.google.com | http://moz.com/products | http://tools.seobook.com/firefox/rank-checker/
AdWords
@DavidVogelDotCo

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Quick Win: Low-Hanging Links
 Your vendors and partners
 Provide testimonials for their website
 Offer to be featured in online case study
 Guest post on how you use their solution
 Charities you support
 Organizations you’re a member of
 Executive/Board Member bios on other websites
@DavidVogelDotCo

44.
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Quick Win: Improve Top 10 Pages
 Your Top-10 webpages may account for >50% of total traffic
 Take fresh look (or get outside perspective):
 Are their user experience issues (technical, copy or design)?
 Does content payoff visitor’s expectations?
 Is pay engaging for skim readers?
 Does it move visitor down funnel? Are their strong CTA’s in place?
@DavidVogelDotCo

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Quick Win: Remarketing
 Stay top of mind during lengthy buying cycles.
 Will likely become your highest-ROI PPC tactic.
 Incredibly easy to implement:
 Create text ads, image ads, and landing page(s)
 Place remarketing code on site
 Google will cookie visitors, then show them your ads on
other sites
Start with Google Display Network, expand to
cross-network platforms
@DavidVogelDotCo

46.
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Quick Win: Negative Keywords
 Fastest way to improve your PPC
ROI
 Eliminates wasted spend and
improves Quality Score
 Helps you avoid spend on B2C
searches
@DavidVogelDotCo

47.
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Quick Win: Negative Keywords
 To get started:
 AdWords > Keywords > Details > Search
Terms: All
 Select and exclude irrelevant searches.
 Make broader rules using library:
“Campaign Negative Keywords”
 Great list of B2B negatives to consider:
http://www.komarketingassociates.com/blog/200-
plus-negative-keywords-to-consider-for-b2b-ppc/
@DavidVogelDotCo

48.
+Connect
Email: mail@DavidVogel.co
Web: http://DavidVogel.co
Twitter: @DavidVogelDotCo
Google: +David Vogel
LinkedIn: /in/dlvogel
@DavidVogelDotCo

49.
+Connect
Email: David.Vogel@LayeredTech.com
Web: http://www.LayeredTech.com
Twitter: @LayeredTech
Jobs: http://www.layeredtech.com/careers/
@DavidVogelDotCo

50.
+Appendix

51.
+
Search Lingo
@DavidVogelDotCo

52.
+
An SEO Framework
@DavidVogelDotCo
1) Keyword
Research
Build
keyword
database
containing:
•Estimated
Traffic
•Competition
Level
•Judged
Relevancy
•Topic
Grouping
2) Site
Architecture
Design
architecture
to support:
•Keyword topic
groupings
•Content
needed to gain
links
•Content
needed to
convert visitors
to leads
3) Content
Creation
Write and
design
content that
is:
•Engaging
•Link-worthy
(authoritative)
•Optimized for
keywords
•Moves reader
down sales
funnel
4) On-Site
SEO
Optimization
of page
elements
Internal
linking
Technical
elements
5) Off-Site
SEO
High-quality
link building
Strategic
outreach to
influencers
Social
promotion
6) Analysis &
Optimization
Traffic &
behavioral
analytics
Rank
tracking
Conversion
optimization

53.
+Resources
@DavidVogelDotCo
Introductory:
•http://moz.com/beginners-guide-to-seo
•http://searchengineland.com/seotable
•http://www.davidmihm.com/local-search-ranking-factors.shtml
•http://www.wordstream.com/articles/what-is-google-adwords
Daily Reading:
•http://blog.hubspot.com
•http://moz.com/blog
•http://searchengineland.com
•http://www.ppchero.com/
•http://www.certifiedknowledge.com/
•http://sethgodin.typepad.com/

54.
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BuildingYour Career

55.
+
BuildingYour Career
Why Digital?
 No barriers to entry
 FREE KNOWLEDGE
 Continued growing demand
 Constant change
 Fun combination of Strategy, Analytics and Creativity
@DavidVogelDotCo

56.
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BuildingYour Career
Practice what you’re learning
 Help A Friend (small biz, non-profit, startup):
 Google+/Maps listing
 Use free $100 to setup/test PPC
 Build a simple website
 Repeat for great experience and portfolio pieces
 Volunteer for internal projects:
 Research in advance of initial meeting
 Come with questions and suggestions
@DavidVogelDotCo

57.
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BuildingYour Career
Show your knowledge by sharing
 Blog, or at least comment
 Relevant Q&A sites (Quora.com, MarketingProfs.com, moz.com)
 Curate and share relevant content
 Setup Google+ and start building your Authorship Rank!
Build a portfolio/résumé site
@DavidVogelDotCo