The year is coming to an end and all eyes are on 2019. The SEO landscape is only getting more competitive. What are you doing to beat your competitors? How are you learning from their strengths and capitalizing on their weaknesses? Whether it’s messaging best practices, link development strategies, or website design, there is an art to knowing when to play follow-the-leader and when to strike a radically different tone. As usual, data holds the key. We’ll show you how to use data to gain a serious competitive advantage in the digital environment. If you need to beat your competitors in 2019, come join our Head of Operations Andrew Seidman on December 13th to discuss how to gain a competitive edge. During this Web Clinic, we’ll cover: When and how to follow trends in messaging How to stand out with link building efforts Learning from your competition (key best practices) Create educational top-of-funnel content that separates you from the field

1. SEO Strategies for
Competitive B2B
Verticals

2. Contact: Andrew@digitalreachagency.com | Digital Reach
We are a B2B Digital Marketing Agency
focusing on demand generation.
Companies work with us to:
• Increase qualified leads
• Track SEO and SEM to ROI
• Marketing Automation Support
About Us
• Search Engine Optimization
• Paid Search & Display
• Website Redesign
• Marketing Automation

3. Contact: Andrew@digitalreachagency.com | Digital Reach
1 Understanding The Competitive
Landscape
2 Learning From Your Competitors
3 Discovering Link Opportunities
4 Utilize Multi-Discipline Data
5 Data-Driven Content
On the Agenda

4. 4
Understanding the
Competitive
Landscape

5. Contact: Andrew@digitalreachagency.com | Digital Reach
Who ranks for your top keywords?
Keyword research can tell you about more than just
your own success. Who is winning the game?
• Compile a list of the winners for your best keywords
• Do a thorough analysis of those pages – where are
their keywords? Images? H-tags?
• Emulate until you’re in the game, then surpass

6. Contact: Andrew@digitalreachagency.com | Digital Reach
What does an opportunity look like?
We can use both metrics and
eyeballs to discover good
opportunities.
• Where does the top ranked
result not create a good user
experience?
• When is top-ranked content
outdated? Not visually
appealing?
• Is there a featured snippet
or infographic image? If not,
could this be an opportunity

7. 7
Learning From
Your Competitors

8. Contact: Andrew@digitalreachagency.com | Digital Reach
Competitor Analysis – On-Site
Do a deep dive into your competitors’ strategies.
• Title Tags
• URL structure
• Meta information
• Page structures
• Keyword placement (primary and secondary)
• Image and alt tags
• Video content
• Internal Linking
• External Linking

9. Contact: Andrew@digitalreachagency.com | Digital Reach
Competitor Analysis – Off-Site
Evaluate their link profiles. Where are
they getting their links? How?
• What content did they create that really
resonate?
• Who is providing them with links?
• How can you create a content strategy that will
emulate their success?

10. 10
Discovering Link
Opportunities

11. Contact: Andrew@digitalreachagency.com | Digital Reach
Using Ahrefs Link Intersect Tool
If a site is giving links
to one of your
competitors, they
might help. If they’re
giving links to two of
your competitors?
Now, we’re talking.

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Check out “List” links

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Check out “List” links
“List” links can be a goldmine for links.
What will it take?
• Find sources of these lists (Googling is
a great strategy here)
• Produce some great content (case
studies, thought leadership, etc.)
• Perform consistent, pleasant outreach –
they benefit from great content the
same way you benefit from links!

15. 15
Utilize SEM &
Email Marketing
Data

16. Contact: Andrew@digitalreachagency.com | Digital Reach
Cross-Discipline Data Sharing
SEM and Email Marketing are already testing your Title Tags and
Meta Information, you just don’t know it yet.
See anything in common?

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Optimize faster!
SEO can take 3-6 months to see any changes at all. That’s a long
time to wait for test results.
• Update your metainformation with more frequency
• Optimize your title tags based on real data
• Check out Google Search Console + Keyword Mapping
Combination
[Not sure about Keyword Mapping and Data Attribution? Come find
us after and we’ll be happy to chat!]

18. 18
Using a Content
Audit to Create
Competitive
Content

19. Contact: Andrew@digitalreachagency.com | Digital Reach
Using a Content Audit - Expansion
Which pieces of content yield great on-site metrics? What about
revenue?
• Content Audits evaluate your entire outward facing content
repository
• Optimize your title tags based on real data
• Check out Google Search Console + Keyword Mapping
Combination
[Not sure about Keyword Mapping and Data Attribution? Come find
us after and we’ll be happy to chat!]

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Content Audit Recommendations

21. Contact: Andrew@digitalreachagency.com | Digital Reach 21
Content Audit Recommendations

22. Contact: Andrew@digitalreachagency.com | Digital Reach
Using a Content Audit - Deindexing
Just like great content can give you a competitive edge, dead-
weight content can hurt you.
• Deindex or delete content with poor metrics
• Refocus your web experience on your best content
• Provide a superior, more streamlined experience!

23. 23
Getting a
Competitive Edge

24. Contact: Andrew@digitalreachagency.com | Digital Reach
Summary
• Understand your landscape – who are the winners, and why?
• Evaluate their pages – what can you learn from their success?
• Can you make a better experience? Do Snippet opportunities
exist?
• Links are important – how do they get them? How might you?
• Gather, collect, and share your data internally – what messaging
resonates best?
• What is the data telling you about your content?
Beating the competition takes a multipronged effort, but areas of
opportunity exist everywhere!

25. Get a second opinion on your
SEO & Demand Generation Approach
In a 30 minute consultation, learn:
 Where you rank in relation to competitors
 Measure revenue opportunity from Search
 What you can do to accelerate results from SEO now
Andrew
Seidman
Head of
Operations
Thanks for watching!
Email Andrew@digitalreachagency.com or call (415) 857-1263 for more information