As B2B marketers, we wanted to offer a unique approach to our colleagues to consider other sources of traffic they might have previously ignored. We took the expertise of online publishers and applied it to B2B marketing. Since B2B marketers operate in a relatively well-defined market, they have the ability to prepare for breaking news events like product announcements and press releases, and take advantage of the ways the media covers these events and how the search engines treat them.

1. BREAKING
NEWS
STUDY
HOW B2B MARKETERS AND ONLINE
PUBLISHERS CAN DRIVE MORE TRAFFIC
TO THEIR WEBSITES DURING BREAKING
NEWS EVENTS
Inbound Marketing Software
www.optify.net

2. Breaking News Study
®
Table of Contents
3 INTRODUCTION
4 MAIN STUDY QUESTIONS
How do search engines treat breaking news?
How do Google and Bing treat breaking news event searches differently than the other?
What are the common patterns for how search engines operate during breaking news events?
How can B2B marketers use this information to drive more traffic?
10 MAIN RECOMMENDATIONS
12 ANALYSIS OF THREE MAJOR BREAKING NEWS EVENTS
Japan tsunami - A worldwide breaking news event
Steve Job’s resignation - A business breaking news event
Amanda Knox returns to Seattle - A local breaking news event
19 TEN TIPS FOR DRIVING ORGANIC TRAFFIC TO YOUR SITE DURING A BREAKING NEWS EVENT
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Introduction
The topic of “breaking news” has fascinated us since we began providing services to online
publishers. Breaking news presents a unique Inbound Marketing opportunity for B2B Marketers
as well as online publishers to increase visibility and drive incremental traffic during the course
of these events. Traditionally, breaking news has been ignored by B2B marketers due to the
misconception that, by their nature, breaking news are unpredictable and therefore you cannot
prepare for them. But since breaking news events can occur at any time, the promise of this Breaking News Event
A breaking news event can occur at
huge, untapped potential makes that specific type of search results lucrative. anytime. Are you prepared?
As B2B marketers, we wanted to offer a unique approach to our colleagues to consider
other sources of traffic they might have previously ignored. We took the expertise of online
publishers and applied it to B2B marketing. Since B2B marketers operate in a relatively
well-defined market, they have the ability to prepare for breaking news events like product
announcements and press releases, and take advantage of the ways the media covers these
events and how the search engines treat them.
Search results are based on many variables and, while the durable elements of SEO hold true Users Search for Information
regardless of evolving search ranking algorithms, it’s virtually impossible to prescribe a clear Users search for information at alarming
rates during a breaking news event.
recipe to rank at the top of search engine results pages (SERPs). SERPs have also become
very personalized and it’s harder to predict what will render on the SERP for any specific user
as search engines are beginning to incorporate the user’s history, online behavior, location and
profile information.
With that said, we decided to create a study to help understand the search engine treatment
of keyword searches during breaking news events. We believed that search engines like Bing
and Google, for example, treat search queries on breaking news differently than they do normal
search queries and that treatments differ between the two search engines. Drive More Traffic
Drive more traffic to your site during a
breaking news event.
The key takeaways of this study will help B2B marketers and online publishers to understand
the different treatments of breaking news on SERPs and to leverage this knowledge to rank 3
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GLOSSARY OF TERMS
Main Study Questions 1. BREAKING NEWS EVENT PLACED RESULTS
5.
An event, either planned or unplanned,
that emerges and is reported as “hot
Placed results are listings on the search
engine results pages that appear as a re-
news” or an “emerging” story. sult of the Universal Search. Those would
We began this study with a few basic questions in mind: include videos, images, news, social
2. SERP media, books and blogs. Unlike natural
A search engine results page (SERP), results, the appearance of placed results
»» How do search engines treat is the listing of web pages returned
by a search engine in response to a
on the SERPs is inconsistent and is de-
termined by a different ranking algorithm
breaking news? keyword query. The results normally
include a list of web pages with titles,
and subject to experimentation based on
a number of ranking factors which seem
a link to the page, and a short descrip- to change and are at this time, are non-
tion showing where the keywords have deterministic and/or indeterminable.
»» How do Google and Bing treat matched content within the page. A
SERP may refer to a single page of links 6. SEARCH TERMS/KEYWORDS
returned, or to the set of all links Also known as index term, subject term,
breaking news event searches returned for a search query. subject heading, or descriptor, it is a
word that captures the essence of the
differently than the other? 3. NATURAL RESULTS
Natural search results are listings
topic of a document. Search terms are
used as keywords to retrieve documents
on search engine results pages (SERPs) in an information system, for instance,
that appear because of their relevance a catalog or a search engine. Search
»» What are the common patterns to the search terms and determined
by a ranking algorithm that includes
terms can consist of a word, phrase, or
alphanumerical term.
for how search engines operate site authority, and common SEO signals.
Natural Results, in opposition to 7. PERSONALIZED SEARCH
during breaking news events? sponsored search results that include
pay-per-click (paid) advertising, include
Personalized search refers to search ex-
periences that are tailored specifically to
ranked ‘organic’ results and placed an individual’s interests by incorporating
results that include videos, images and information about the individual beyond
»» How can B2B marketers use this other non-web page formats. the specific query provided. Google, for
example, calibrates search results for
4. UNIVERSAL SEARCH
information to drive more traffic Universal search (also known as
users signed into their account based on
prior search history.
“blended search”) is the term given
to their site? to the method Google started using in
May 2007 to deliver search results that
8. ABOVE/BELOW THE FOLD
Traditionally, “above the fold” is a
include other content like images, maps, graphic design concept that refers to the
videos, music, news, social snippets, location of an important news story or
From the data and insights gathered in this study we were able to books, blogs and more. a visually appealing photograph on the
upper half of the front page of a news-
answer these questions and create a plan for B2B marketers and paper. In the case of web pages, the part
online publishers to better position themselves on SERPs when of a page that’s visible without scrolling
media data (Facebook “Likes,” Twitter
reacting to breaking news events. shares and Google+ shares.) To calculate
data, the tool assumes a standard-size
monitor resolution (800 X 640).
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In conducting this study, we chose three types of breaking
news events to analyze:
A WORLDWIDE NEWS EVENT 1 A BUSINESS NEWS EVENT 2 A LOCAL NEWS EVENT 3
The devastating earthquake and tsunami The resignation of the late The return of Amanda Knox
that hit Japan on March 11, 2011 Steve Jobs on August 24, 2011 to Seattle on October 4, 2011
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We chose these three events because they represent three unique types of breaking news:
an environmental event with worldwide humanitarian impact (the tsunami); a business
news event (Steve Jobs’ resignation); and a local news event with worldwide attention
(Amanda Knox returns to Seattle):
A worldwide news event (The devastating
earthquake and tsunami that hit Japan on
March 11, 2011). An Worldwide News Event
Japan Tsunami
A business news event (The resignation of
the late Steve Jobs’ on August 24, 2011).
A local news event (The return of Amanda
Knox to Seattle on October 4, 2011).
A Business News Event
Steve Jobs Resigns
For each of these breaking news events, we identified keywords that we thought would
drive the highest search volume during the event. For example, appropriate terms relating
to Steve Jobs’ resignation might include “Steve Jobs,” “Apple” or “Steve Jobs Resigns from
Apple.”
For each of those phrases, we captured screenshots of the keyword searches and
compared the manner in which the two search engines treated the news differently.
We looked at the evolution of each SERP over time for the same keyword search, and
then compared our findings about the evolution of each search-engine SERP.
A Local News Event
Amanda Knox Returns to Seattle
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We searched without logging into Google and a cleared search history to keep the SERP
clean of personalized results. We also measured the SERP “real estate” for the keywords we
searched using a software tool we created for this task. This tool assumes a standard-size
monitor resolution to show the percentage of the real estate the natural organic results
occupied above the fold. The tool also provided us with data on the natural-organic results
such as page rank, inbound links and social media data (Facebook “Likes,” Twitter shares
and Google+ shares).
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Study Constraints
By its nature, this study is based on observation and its results are mostly anecdotal. To support
our observations with more quantitative data we used Optify’s software to analyze how the “real
estate” of the SERP is being allocated. The analysis was done for the results above the fold, the
area visible in most standard monitors without scrolling down, and for the results on the first
SERP only. These observations and findings are included in the study.
Key Findings
• Both search engines changed the format of the SERP and the way they render the
results during the breaking news events by introducing additional results to the typical
natural-organic results. These additional results changed the way both search engines
rendered the SERP and consequently the position of the natural-organic results on the
SERP.
• Both search engines used the top of the SERP, the most prestigious SERP real-estate, to 70%
serve “useful,” placed results. On average, about 70% of the SERP real estate above the On Average 70% of the SERP real estate above the
fold was used for placed results
fold was used for placed results rather than natural-organic results. While Google used
that area to provide information and helpful links such as additional information and
related searches, Bing used the area to serve results from its own news properties
(MSN.com).
• Both search engines reacted quickly to events by surfacing placed results such as news,
videos, images and real time updates above the natural results section of the SERP.
This offers an opportunity for B2B marketers to “rank” their content on the first page
during real time events.
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• The extent and pace of changes to the natural-organic results seemed to be a function
of the magnitude of the event; the bigger the event was (i.e. the Japan Tsunami case)
the higher the rate and extent of changes to the organic results. For the local breaking
news event (i.e. Amanda Knox’s return to Seattle) there was still a clear change to the
way the search engines rendered the SERP, but the pace and extent of updates to the
natural-organic results were slower and smaller.
• In the news section of the SERP, Bing favored recency by serving results just a few
seconds old, while Google favored authority and reach, serving results from big
publications with high volumes of social media shares. Google kept updates longer
on the news section and favored authoritative sites. Bing on the other hand, surfaced
news results that were only a few minutes old, and updated them frequently.
Why Ranking
• The remainder of the SERP featured the natural-organic results related to the
search terms. Bing was more “stable” than Google as it was slower to update the
Matters
natural-organic results to reflect news and real time updates and rewarded sites that
made it to the top of the results by keeping them longer. Google, on the other hand, Read 15 Takeaways
moved its natural-organic results ranking to a different ranking algorithm during real from another study
time events. It reacted faster to breaking news events as evidenced by rapid changes
conducted by Optify
to the natural-organic results. This was consistent with claims from Google that it
gives the most relevant results to its users.
Research which shows
how top search
rankings matter.
Click to Read
The Tips
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Main Recommendations
• Create and use multi-format content. As a B2B marketer, you need to use all the tools
the web is offering you to drive traffic. We found that during breaking news events,
the top of the SERP is actually not the natural-organic results but placed results
(news, videos and images), so make sure you produce multi-format content to take
advantage of this behavior.
• Control and plan for your own company’s breaking news. If this is your breaking news
event, make sure you prepare for it and control it, because once it’s out there it’s out
of your hands. Use PR embargoes to control release dates, brief media to control the
message and make sure you’re using the keywords and terms you know people search
for or the ones you want people to search for. Connect with industry influencers before
you break the news and make sure you get their coverage and influence their message.
The way your news will be covered is more important than your actual news!
• Prepare for unexpected breaking news events within your industry. If this isn’t your
event, you can still prepare for it. Know the business lingo for your industry so that
keyword research and content optimized for these terms can be prepared in advance.
Build a strong content team that can respond quickly to events in your industry based
on the keyword strategy you’ve implemented. This can make the difference between
appearing on the second SERP (no traffic) and appearing on the top of the first SERP
(lots of traffic).
• Build your authority in advance. A lot of what will determine your inclusion on the SERP
is how well search engines recognize you. Are your pages indexed? Do you have a good
page rank? Are you considered a news site? Some of the basic SEO practices will get you
there but you need to start well before a breaking news event to build your reputation
and authority with the search engines.
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• Build your social network and use it. It’s been proven and spoken about by search
engines that social signals play a role in organic ranking. In the case of breaking news
events their role seems even bigger. We believe that social signals such as shares,
Likes, Tweets and +1’s determine what coverage will be surfaced at the top of the SERP
during breaking news events. In addition, given the high level of personalization that
search engines are now incorporating, social networks can impact how the SERP will
be rendered for different users. In order to leverage this behavior you need to make
sure you build your network in advance and use it on a regular basis to promote and
share your content. This will have an impact on the SERPs but also on your overall
traffic during breaking news events.
• Stay fresh and unique. Since Bing favors recency and searchers favor compelling
content, find an angle to the story that is uniquely yours. Release fresh content that
is linked to your key page on a frequent basis The combination of both elements will
increase the chances of your content being shared and surfaced on the SERP.
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Analysis of Three Major Breaking
News Events
Japan Tsunami – A worldwide breaking news event
On March 11, 2011, a devastating earthquake and tsunami hit Japan. The magnitude-8.9
offshore quake struck at 2:46 pm local time and was the strongest earthquake to hit Japan on
record. It ranked as the fifth-largest earthquake in the world since 1900 and was nearly 8,000 Japan Tsunami
A worldwide news event
times stronger than the one that devastated Christchurch, New Zealand, a month earlier.
The news about the earthquake and the developing tsunami traveled quickly and made its way
onto SERPs only a few hours after the actual event took place.
We used the following search terms in this event: Japan, Tsunami, Japan Earthquake,
Japan Tsunami.
Observations
• Bing and Google used the top area for their unique content. While Google served generic
information (e.g. earthquake statistics and important links such as a link to the Tsunami
warning center site and to the person finder site), Bing used it to serve results from their
own online properties (e.g. MSN.com and other Microsoft properties).
• No ads displayed on the top of either search engine.
• Both search engines pushed natural-organic results down the SERP and served placed
results first (Videos, news, results, images). Depending on the keyword, both search
engines generally served news results above organic results.
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• As for natural-organic results, Google was faster to adjust natural-organic results to reflect
the current news while Bing seemed slower to modify their natural-organic results. Bing
served natural-organic results about the earthquake that happened 3 days prior (on
March 8th) while Google served natural-organic results from the same day. Overall, it
seemed that Bing was more stable while Google was faster but also more experimental
with their results. It was also obvious that Google put high emphasis on authority, both in
natural-organic and news results.
Japan Tsunami
A worldwide news event
Bing and Google used the top area for their unique content. While Google served
generic information (e.g. earthquake statistics and important links such as a link Google put videos at the top of the page while Bing
to the Tsunami warning center site and to the person finder site), Bing used it to surfaced images as a standalone results section,
serve results from their own online properties (e.g. MSN.com and other Microsoft sometimes above the videos.
properties).
No ads displayed on the
top of either search engine.
GOOGLE
Both search engines
pushed natural-organic
results down the SERP and
served placed results first
(Videos, news, results,
images). Depending on
BING
the keyword, both search
engines generally served
news results above organic
results.
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• For news results, Google favored authoritative sites and surfaced big publishing sites over
small, local news organizations. Bing on the other hand, seemed to favor recency in their
news results and surfaced results that were minutes and even a few seconds old with
less emphasis on their authority.
• In its natural-organic results Google surfaced a website (currenttrendsonline.com) that
had no authority (Page Rank (PR) 1) and almost no relevancy to the story as the top
organic result for over 3 hours. We investigated and likely the reason was due to a cell
Japan Tsunami
phone video of the tsunami, uploaded to YouTube and embedded on their blog. The A worldwide news event
video had over 150 comments. Even more interesting was that the video was only em-
bedded on the site and was not its own property. Google surfaced that site instead of
YouTube.
• Both search engines surfaced videos as a standalone results section on the first page
even though the search terms did not include the word “video.” Google put videos at
the top of the page for some keywords while Bing usually put it below the top
natural-organic results section (below the top three). We also noticed that Bing
surfaced images as a standalone results section, sometimes above the videos, but
always below the top natural-organic results. Google, on the other hand, incorporated
an image (alternating image with a link to the source) in the news section, but didn’t
surface images as a standalone result.
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Steve Job’s Resignation – A business breaking news event
On August 24, 2011, at 7pm (EDT) Steve Jobs, Apple’s legendary CEO, announced his
resignation in a brief letter. The announcement was quickly covered by all mainstream media
outlets and made its way to the search engines in less than an hour.
While this breaking news event was a business news event by nature, due to the popularity of
Job’s company, Apple, the news made headway in the mainstream and social media as well due Steve Jobs Resigns
to Jobs’ iconic status. A business news event
We used the following search terms in this event: Steve Jobs, Steve Jobs Resigns, Apple, Apple
CEO resigns, Steve Jobs Resigns from Apple, Jobs Resigns, Apple Resigns.
Observations
• Bing was faster to modify the SERP on the term “Steve Jobs” and surfaced news results
less than one hour after the announcement on most of the related terms. Google was
slower to surface news results for more generic terms (i.e. Steve Jobs) but was as fast to
show them on the specific terms (i.e. Steve Jobs resigns).
• Both search engines served placed results above the natural-organic results, essentially
pushing the natural-organic results below the fold.
• Bing used the top position on the SERP to serve MSN.com’s news coverage
results exclusively.
• On both search engines, the natural-organic results on the generic terms (i.e. Apple,
Steve Jobs) were not updated with more recent results, while the natural-organic results
on specific terms (i.e. Steve Jobs Resigns, Apple CEO Resigns) were updated almost
immediately and kept updating throughout the event.
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• Google treated the natural-organic results similarly to the news results. It favored
reputable sources and rewarded authority over recency. Interestingly, Yahoo! controlled
Google’s top organic results with 3 out of the top 5 organic results. Only after four (4)
hours into the event, Google started surfacing other sources that included the Wall Street
Journal, Seattle Times and Apple’s press releases that pushed the Yahoo! results down.
• Both search engines treated the natural-organic results similarly with the top
natural-organic results staying fairly the same through the first four hours of the
event, with some shuffling of the results amongst themselves. Only after four (4) Steve Jobs Resigns
A business news event
hours into the event, other natural-organic results started showing up on the first SERP,
pushing down the news-related results.
Bing was faster to modify the SERP on the term “Steve Jobs” and surfaced news
Google put videos at the top of the page while Bing
results less than one hour after the announcement on most of the related terms.
surfaced images as a standalone results section,
Google was slower to surface news results for more generic terms (i.e. Steve Jobs)
sometimes above the videos.
but was as fast to show them on the specific terms (i.e. Steve Jobs resigns).
Bing used the top position
on the SERP to serve Both search engines served placed
MSN.com’s news coverage results above the natural-organic
results exclusively. results, essentially pushing the
natural-organic results below the fold.
GOOGLE
Google treated the natural-organic
On Both search engines results similarly to the news results.
treated the natural-organic It favored reputable sources and
results similarly with the
BING
rewarded authority over recency.
top natural-organic results Interestingly, Yahoo! controlled
staying fairly the same through Google’s top organic results with 3
the first four (4) hours of the out of the top 5 organic results. Only
event, with some shuffling of after four hours into the event, Google
the results amongst themselves. started surfacing other sources that
Only after four (4) hours into included the Wall Street Journal,
the event, other natural-organic Seattle Times and Apple’s press
results started showing up on releases that pushed the Yahoo!
the first SERP, pushing down the
news-related results.
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Amanda Knox Returns to Seattle – A local breaking news event
On October 4, 2011, Amanda Knox, an American college student who was convicted of murder
in Perugia, Italy, returned to her hometown, Seattle, Washington. Amanda served 4 years of a
26-year sentence before the conviction was overturned on October 3, 2011.
While the news of Amanda Knox’s acquittal was breaking news on a national level, the news of
her return to Seattle can be classified as local breaking news.
Amanda Knox Returns
A local news event
We used the following search terms in this event: Amanda Knox, Amanda Knox Returns, Aman-
da Knox Returns to Seattle, Amanda Knox Seattle.
Observations
• Both search engines served placed results at the top of the SERP, pushing down
the natural-organic results below the fold.
• On average, 70% of the SERP real estate above the fold was dedicated to
placed results and only 30% of the SERP real estate above the fold served
natural-organic results (two natural-organic results above the fold).
• Google was faster to update its news results and served the most up-to-date
coverage of Knox’s return to Seattle, while Bing was slower to update its
MSN.com news results, which were the top results. Bing served old news
coverage for the first hour of the event but then served more recent news
results following the area occupied by MSN.com.
• As far as the news results go, Bing favored recency over authority serving results
only minutes old while Google favored reputation over recency.
• Both search engines did not update their natural-organic results immediately and
kept old natural-organic results about Knox’s acquittal static for the first few hours
of the event.
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Amanda Knox Returns
A local news event
As far as the news results go, Bing favored recency over authority serving results
only minutes old while Google favored reputation over recency. Both search engines served non-organic
results at the top of the SERP, pushing
down the organic results below the fold.
On average, 70% of the SERP real
GOOGLE
estate above the fold was dedicated
to placed results and only 30% of
the SERP real estate above the fold
served natural-organic results (two
natural-organic results above the fold).
Both search engines did not
update their natural-organic
results immediately and kept old
BING
natural-organic results about Google was faster to update its news
Knox’s acquittal static for the results and served the most up-to-date
first few hours of the event. coverage of Knox’s return to Seattle,
while Bing was slower to update its MSN.
com news results, which were the top
results. Bing served old news coverage
for the first hour of the event but then
served more recent news results
following the area occupied by MSN.com.
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10 Tips for Driving Organic Traffic to Your
Site During Breaking News Event
Think like a publisher. Breaking news events happen all the time and are unpredictable.
Since you can’t bank on what will happen and try to rank organically for those terms, you
need to prepare ahead of time. In order to rank higher on SERPs during a breaking news
event, you will need authority, social reach and freshness to make search engines index your
site more often. Online publishers are known for these same characteristics. Follow the tips
below to start thinking like an online publisher and build the groundwork that will make it
easier for you to rank higher during a breaking news event
1. Format: Search engines try to surface multi-format results higher. Video was
the top format since it’s easy to consume and share but also harder to come
by. If you can capture the event with a short video, syndicate it on YouTube
and embed it on your site, use keywords to describe it and allow others to
comment on the video. Images also help to get recognition SERPs and
probably drive residual traffic.
2. Social sharing: One of the ways we assume Google is rendering real time results
is by looking at the sharing volume of the content. Using your social network
and making it easy for people to interact with your content will increase your
chances of ranking higher on SERPs. It will also drive more traffic to your site
regardless of traffic from search engines.
3. Google+: The recent release of Google Search Plus Your World makes Google+
an important part of your social sharing efforts. We predict that Google will give
more weight to content with a lot of +1’s, so it is important that you implement it
on your site.
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4. Freshness, uniqueness and recency: In the case of news event, freshness and
recency are a must. People look for “news” not “olds” and search engines do
the same. While Bing might be extreme in the weight it gives recency in the news
section, both search engines will prefer recent news to old news, and in events
of larger magnitude freshness is measured by the minute. Be unique and keep
updating your stories and find new angles and perspectives. This isn’t just an
SEO tip; it’s Journalism 101.
5. News category and News XML: Is your site listed as a news site on Google and
Bing? If it’s not, you will not be surfaced in the news section and will not be
crawled in the same frequency. You should also submit a news site map
to Google so it can discover your content faster and ensure that you get full
coverage of your content.
6. Optimize, optimize, optimize: Without optimizing your content using the durable
elements of SEO, chances are that you will not rank very high.
7. Keyword strategy: While you can’t prepare a keyword strategy for news events
that haven’t happened yet, you can train your team to react quickly and be SEO
savvy when they do. There are also larger news categories that are more stable
and have somewhat predictable breaking news events (e.g., Sports, Politics,
Health). Develop a keyword strategy by learning how users search for these
events. Provide clear guidelines on what keywords you’d like to rank for in case
of a news event and make sure content is optimized for those terms. Share real
time results and trends with your team to make the point and analyze your
performance in real time. You might need to redirect your focus to new terms
that emerge during the event, but if your team is already versed in SEO, that
shouldn’t be a problem.
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8. Research keywords: Use Twitter trends to see what keywords and hashtags are
trending and to uncover keywords you would use in your content. Use real-time
monitoring tools to learn what resonates and how. In addition, people in
different segments may use a very specific language when they search, often
different from “marketing lingo,” so make sure you develop your keyword list to
target the search personas you developed.
9. Use Social Media to drive traffic: The use of social media during breaking news
event is becoming essential for marketers and publishers. The popularity of
social media networks, specifically Twitter and Facebook, in conjunction with
mobile usage on these networks, makes social media a do-or-die marketing
activity. In addition, it’s clear from this study that search engines are not the
place to go for finding out about breaking news, and even though they still drive
the majority of organic traffic, we predict that in the next few years, social media
will take over in the case of breaking news.
10. Think like a publisher, act like a marketer: Don’t forget that you are a marketer
and ignore online marketing best practices. There are a few simple rules of on
line marketing that you will need to remember, including: SEO best practices
and real-time web writing practices.
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buyers into your funnel.
About Optify
Optify delivers an integrated top-of-the-funnel solution for marketers responsible for
fueling their company’s growth. Optify helps B2B marketers reach more buyers and
generate more demand for their products or services month-after-month. The Optify
1
INBOUND DEMAND
Inbound Marketing Software Suite brings together the enterprise-class SEO and social
Enterprise-class SEO
marketing tools that marketers need to increase awareness of their business, influence and social marketing to
reach more buyers and
buyers across social networks, and engage with prospects at the earliest point of their generate more leads.
buyer’s journey.
2
SALES ENABLEMENT
OPTIFY’S SOLUTION INCLUDES: Visitor intelligence
3 and prospect alerts
help sales reach
Inbound Demand: create a sustainable flow of inbound TRACKING & ANALYTICS prospects while
they’re hot.
leads into your marketing funnel with enterprise-class Insight into what
SEO and social marketing. influences your buyers
so you can get more
buyers into your funnel.
Sales Enablement: help sales reach prospects and
engage with them early in the sales process with
visitor intelligence and prospect alerts.
Tracking & Analytics: get more of the prospects you want with
full insight into what influences your buyers and the path they
take to find and evaluate you during their research process.
Optify offers a fully-featured free trial; learn more at www.optify.net
Check out our fully
functional free trial 22
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