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IMPROVING LEAD GENERATION WITH
EFFECTIVE SEO
B2B MARKETING
EXPO
March 2019
S E M E T R I C A L
R O R Y H O P E @ S e m e t r i c a l

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semetrical
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• Welcome & Introductions
• Topics of Discovery
• Capturing ‘Quality’ Customers
• Search Patterns Of Potential Customers
• SEO Gap Analysis Process
• Precision Keyword Targeting
• Research To Form Your SEO Strategy
• Key Concepts & Questions
SEMINAR OVERVIEW
I M P R O V I N G L E A D G E N E R AT I O N W I T H E F F E C T I V E S E O

3.
F R E E
S E O A U D I T
• Don’t forget to visit our stand at 1682 to request a free SEO
performance audit from our channel specialists.
• Download these slides at: www.semetrical.com/increasing-lead-
generation-with-effective-seo/
• We will also be uploading a video of the seminar.
Website: www.semetrical.com
Twitter: @semetrical
LinkedIn: www.linkedin.com/company/semetrical

4.
WELCOME &
INTRODUCTIONS

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bucharest
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A
B
O
U
T
M
E
SEMETRICAL
A LITTLE BIT
ABOUT ME
Head of Inbound Marketing, with 5+ years of Inbound Marketing &
SEO experience. Passionate about SEO strategy, user intent analysis &
content marketing. Clients include American Express, Cloudflare,
DueDil, Flexioffices & Arkadin.
R O R Y H O P E

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We are a
multi-award
winning digital
marketing
agency

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01. A process for identifying relevant, high
value keywords
TOPICS
OF
DISCOVERY? 02. How to develop keyword strategies for SEO
visibility across the inbound funnel
03. Prioritising your SEO strategy to increase
organic visibility

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CAPTURING ‘QUALITY’
CUSTOMERS
VIA SEO

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Keyword Research SEO Gap Analysis
Keyword Targeting
Planner
Use Research To
Formulate SEO
Strategy
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STRATEGIC SEO FRAMEWORK & PROCESS
Keyword Identification Competitor Gap Analysis SEO Content Plan
Competitor SEO
Performance Gap
Keyword Segmentation
Keyword Cleaning
SERP Intent Analysis
Keyword Prioritisation
Featured Snippet
Optimisation
Keyword Clustering E-A-T Signals
Prioritise SEO Resource
H O W D O I C A P T U R E ‘ Q U A L I T Y ’ L E A D S V I A S E O ?

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SEARCH PATTERNS OF
POTENTIAL
CUSTOMERS

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Keyword Research SEO Gap Analysis
Keyword Targeting
Planner
Use Research To
Formulate SEO
Strategy
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KEYWORD RESEARCH
H O W D O I C A P T U R E ‘ Q U A L I T Y ’ L E A D S V I A S E O ?
Keyword Identification Competitor Gap Analysis SEO Content Plan
Competitor SEO
Performance Gap
Keyword Segmentation
Keyword Cleaning
SERP Intent Analysis
Keyword Prioritisation
Featured Snippet
Optimisation
Keyword Clustering E-A-T Signals
Prioritise SEO Resource

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KEYWORD IDENTIFICATION

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https://keywordseverywhere.com/
KEYWORDS EVERYWHERE
U S E F U L T I P # 1

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Remember to tag your
keywords during the
keyword research
process.
U S E F U L T I P # 2

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Enterprise-level SEO tools
allow you to spy
on competitors’ organic
rankings to help
with keyword
identification.
(e.g. SEMRush)
U S E F U L T I P # 3

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KEYWORD SEGMENTATION
K E Y W O R D S
Products Purchase Type Informational Questions Features
CDN
DDOS
Get
Buy
Comparison
Pricing
What is
How to
Cloud
Enterprise
“ddos attack”
“buy ddos
protection”
“ddos protection
pricing”
“how to stop a ddos
attack”
“enterprise ddos
protection”

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“office space” “space to rent” “coworking offices”
“warehouse for
rent”
“office space imdb”
“retail space for
rent”
“coworking office”
“office space”
“serviced offices”
X
X
X
✓
✓
✓
KEYWORD CLEANING
K E Y W O R D S

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SEO
GAP ANALYSIS

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Keyword Research SEO Gap Analysis
Keyword Targeting
Planner
Use Research To
Formulate SEO
Strategy
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SEO GAP ANALYSIS
H O W D O I C A P T U R E ‘ Q U A L I T Y ’ L E A D S V I A S E O ?
Keyword Identification Competitor Gap Analysis SEO Content Plan
Competitor SEO
Performance Gap
Keyword Segmentation
Keyword Cleaning
SERP Intent Analysis
Keyword Prioritisation
Featured Snippet
Optimisation
Keyword Clustering E-A-T Signals
Prioritise SEO Resource

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SEO GAP ANALYSIS PROCESS
Keyword Research
Tag Keywords
(Segmentation)
Keywords Rankings
Export Ranking Data
(Inc. Competitors)
Transfer & Format
in Excel
Pivot Data For
Best Performers Per Tag
SEO Gap Analysis
On Best Performers

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RANKING TRACKING TOOLS

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Upload keywords for only 24-48 hours to
get the organic rankings then switch off.
Saves budget using keyword credit based
payment models.
This allows you to do SEO Gap Analysis.
U S E F U L T I P # 4

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Download our SEO Gap Analysis step-
by-step guide by accessing the URL:
https://www.semetrical.com/guide-
seo-gap-analysis/
Tweet us @Semetrical
Or visit us at Stand 1682
S T E P - B Y - S T E P G U I D E

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“ddos protection”
“ddos protection solutions”
“ddos protection guide”
“what is ddos protection”
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18
15
12 12
10
9
7 7
6 6
0
2
4
6
8
0
5
10
15
20
25
AVERAGE
RANK
NUMBER
OF
KEYWORDS
DDOS - PROTECTION
NUMBER OF KEYWORDS AVERAGE RANK
IDENTIFY RELEVANT KEYWORD
SEGMENTS

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AVOID IRRELEVANT KEYWORD
SEGMENTS
“ddos monitoring tool”
“ddos monitoring service”
“ddos monitoring software”
“ddos monitoring site”
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4
4
4
4
2 2 2 2 2 2
2
0
2
4
6
8
10
0
1
2
3
4
5
6
AVERAGE
RANK
NUMBER
OF
KEYWORDS
DDOS - MONITORING
NUMBER OF KEYWORDS AVERAGE RANK

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SEARCH QUERY INTENT ANAYSIS
Informational / Paragraph & Video Transactional
Informational / List & Paragraph
“what is a ddos attack” “types of ddos attack” “buy ddos protection”

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SERP PAGE TEMPLATE REVIEW
Informational Transactional
Informational / Transactional
Awareness Decision
Consideration
“what is a ddos attack” “types of ddos attack” “buy ddos protection”

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Useful tip #5: Be
aware,
your ‘SEO
competition’
may surprise you
“offices london” “office london”

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Useful tip #6:
Target keywords
with hyper-
relevant content
“ddos protection” “enterprise ddos protection”

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PRECISION KEYWORD
TARGETING

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Keyword Research SEO Gap Analysis
Keyword Targeting
Strategy
Use Research To
Formulate SEO
Strategy
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KEYWORD TARGETING STRATEGY
H O W D O I C A P T U R E ‘ Q U A L I T Y ’ L E A D S V I A S E O ?
Keyword Identification Competitor Gap Analysis SEO Content Plan
Competitor SEO
Performance Gap
Keyword Segmentation
Keyword Cleaning
SERP Intent Analysis
Keyword Prioritisation
Featured Snippet
Optimisation
Keyword Clustering E-A-T Signals
Prioritise SEO Resource

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ESTABLISH YOUR SEO CONTENT PLAN
Target Keyword Semantic Keywords Snippet Type
Aggregated
US S/V
Example Competitor URL Funnel Stage New URL
how to stop a ddos attack
(720)
stop ddos - (90)
how to stop ddos - (260)
prevent ddos attack - (320)
how to block ddos attacks (20)
block ddos attacks (20)
how to protect from ddos (20)
block ddos (10)
Paragraph 1130
https://www.incapsula.com/ddos/how-to-stop-
ddos-attacks.html
Awareness
/how-to-stop-ddos-
attack/
types of ddos attacks (320)
denial of service types (10)
different types of ddos attacks (20)
different types of dos (10)
different types of dos attacks (10)
types of ddos (70)
types of denial of service (10)
types of denial of service attacks (90)
types of dos
types of dos attack (260)
denial of service types (10)
Paragraph 810 www.incapsula.com/ddos/ddos-attacks.html Consideration
/types-of-ddos-
attack/
ddos protection pricing
(20)
affordable ddos protection (10)
ddos mitigation service cost (10)
ddos protection cost (10)
No Snippet 50
https://azure.microsoft.com/en-
us/pricing/details/ddos-protection/
Decision
/ddos-protection-
pricing/

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KEYWORD CLUSTERING TO
UNIQUE PAGES
• stop ddos - (90)
• how to stop ddos - (260)
• prevent ddos attack - (320)
• how to block ddos attacks (20)
• block ddos attacks (20)
• how to protect from ddos (20)
• block ddos (10)

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FEATURED SNIPPET OPTIMISATION
“electronic payment system” (480)
“take recurring payments” (10)
“lowest credit card processing fees” (10)

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INCLUDE CALL TO ACTIONS
FOR SEO LEAD GENERATION

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RESEARCH TO FORM
YOUR SEO STRATEGY

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Keyword Research SEO Gap Analysis
Keyword Targeting
Strategy
Use Research To
Formulate SEO
Strategy
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USE RESEARCH TO
FORMULATE SEO STRATEGY
H O W D O I C A P T U R E ‘ Q U A L I T Y ’ L E A D S V I A S E O ?
Keyword Identification Competitor Gap Analysis SEO Content Plan
Competitor SEO
Performance Gap
Keyword Segmentation
Keyword Cleaning
SERP Intent Analysis
Keyword Prioritisation
Featured Snippet
Optimisation
Keyword Clustering E-A-T Signals
Prioritise SEO Resource

38.
CONSIDER SEO PERFORMANCE
VS. COMPETITORS
On-page
Optimisation
Featured Snippets
User Experience
Optimisation
Mobile UX
Backlinks &
‘Linkless’ backlinks
Technical SEO &
Website Architecture
Supporting
Blog Articles

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Expertise,
Authority &
Trustworthiness
(E-A-T)
Content Quality
& ‘Freshness’
User Reviews
Sentiment
Website
Authority &
Relevance
Social Mentions
Sentiment
Click-Through-
Rate (CTR)
Authorship
Wikipedia
E-A-T

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Access our tool list for analysing SEO
competitors in relation to major SEO
factors.
https://www.semetrical.com/seo-
tool-list/
Tweet us @Semetrical
Or visit us at Stand 1682
U S E F U L T O O L L I S T

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Access E-A-T SEO Checklist for
actionable insights.
https://www.semetrical.com/e-a-t-
checklist-seo/
Tweet us @Semetrical
Or visit us at Stand 1682
U S E F U L T O O L L I S T

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KEY CONCEPTS &
QUESTIONS

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our services
KEYWORD RESEARCH & SEO GAP ANALYSIS
Keyword research combined with SEO
gap analysis must inform keyword
targeting strategies.
KEYWORD TARGETING STRATEGY
Develop a keyword targeting planner to
optimise search visibility across inbound
sales funnel.
SEO OPPORTUNITIES
Identify SEO opportunities through
competitor performance gap analysis.
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KEY
CONCEPTS

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ANY
QUESTIONS?
• Visit us at Stand 1682 for a free website SEO performance
audit.
• Download these slides at: www.semetrical.com/increasing-
lead-generation-with-effective-seo/
• We will also be uploading a video of this talk.
• Follow us on Twitter & LinkedIn for updates.
Website: www.semetrical.com
Twitter: @Semetrical
LinkedIn: www.linkedin.com/company/semetrical