1) The document discusses search engine optimization (SEO) strategies for businesses to achieve sustainable competitive advantages through search marketing. 2) It outlines a SEO process that includes keyword research, competitive analysis, on-page optimization, content development, off-site link building, and ongoing improvement through monitoring and iteration. 3) Case studies show how optimizing a client's website for search engine rankings led to substantial traffic increases of over 200% in year one and continuing growth in subsequent years.

1. Successful B2B Search Marketing
SEO: a Strategy for Sustainable
Competitive Advantage

2. Welcome to Our Weird Little World…
SEO PPC
Cost/Click
Reach
#1 Rankings
MetaTags
Google
Analytics ROMI
CMS

3. First Thing: How does Google Work?
High-speed indexing of every page they can find:
ONE BILLION WEBSITES
APPROXIMATELY 47 BILLION PAGES
Looking for patterns:
Average search phrase is 2.55 words long
Predicting search term based on personal history
GOOGLE PROCESSES 3.4 BILLION SEARCHES/DAY
MANY SEARCHES TAKE LESS THAN .1 SECONDS

4. Next Thing: How Do You Get to #1?
It’s easy, all you have to do is:
HAVE THE BEST PAGE ON THE WEB
FOR THAT SPECIFIC SEARCH TERM

5. So How does Site Optimization Work?
Google indexes your website & weighs relevance:
WHAT IS THIS SITE ABOUT (HOME PAGE)?
HOW MUCH CONTENT IS THERE FOR THESE IDEAS?
IS THE CONTENT ORIGINAL, HIGH-QUALITY, IN-DEPTH?
WHICH ARE THE BEST PAGES FOR EACH IDEA?
The search results feature pages, not websites:
CLIENT SITE A: 100,000+ NEW USERS/YEAR,
ONLY 12% COME IN VIA THE HOME PAGE

6. Can Search Rankings Drive B2B Traffic?
Only Ten Listings have First Page Rankings:
TOP 3 RESULTS: 100% OF USERS SEE THEM
POSITIONS 4-6: 50% OF USERS
POSITIONS 7-10: 25% OF USERS
Client went from 2 First Page Rankings to 23…Results?
CLIENT SITE B: YEAR ONE, 236% MORE TRAFFIC
YEAR TWO: 405% MORE TRAFFIC
YEAR THREE: 650% MORE TRAFFIC

7. 0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
7/1/2012
8/1/2012
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11/1/2012
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1/1/2013
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1/1/2014
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1/1/2015
2/1/2015
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6/1/2015
Total Search Traffic, 7/2012 thru 6/2015
Organic Traffic/Month Paid Traffic/Month
Education Market,
Seasonal Slumps
Optimization
Process
Return on SEO Investment (with maintenance)
Year One:
233% More
Organic Traffic
Year Two:
335% More
Organic Traffic
Year Three:
48% More
Traffic Y/Y

8. Why does that search traffic go up…and up?

9. SEO: Strategy for Sustainable
Competitive Advantage
Client’s Marketing activities are
managed by a team which understands
the business objectives and works with
us to achieve high rankings, awareness
and traffic. Search marketing KPIs are
consistently maintained and
performance is improved.

10. SEO: Strategy for Sustainable
Competitive Advantage
1. Keyword Research and Competitive Analysis
Determine Business Objectives, Market Segments,
Explore Keywords in Use, Determine Best Choices
Based on Competitive Analysis,
Develop Page-by-Page Site Optimization Plan

11. SEO: Strategy for Sustainable
Competitive Advantage
Keyword Research and Competitive Analysis
Business Objectives, Market Segments, Keywords in Use
Determine Best Choices Based on Competitive Analysis
Develop Page-by-Page Site Optimization Plan
2. Content Optimization
Select Primary Topics for Site
Build Out On-page and Technical
Optimization
Monitoring, Iterative Improvement

12. SEO: Strategy for Sustainable
Competitive Advantage
3. PR, Social Media
All Off-Site Promotion Builds Links,
Citations and/or Referral Traffic
Ex: Infographics, External Links,
Webinars, E-mail Marketing, LinkedIn,
Forums, Industry Blogs, Pubs
Select Primary Topics for Site
Build Out On-page and Technical Optimization
Monitoring, Iterative Improvement
Content Optimization
Keyword Research and Competitive Analysis
Business Objectives, Market Segments, Keywords in Use
Determine Best Choices Based on Competitive Analysis
Develop Page-by-Page Site Optimization Plan

13. SEO: Strategy for Sustainable
Competitive Advantage
4. Fresh Content
Blog posts, Articles,
Informative and Authoritative
Original Content
Select Primary Topics for Site
Build Out On-page and Technical Optimization
Monitoring, Iterative Improvement
Content Optimization
Keyword Research and Competitive Analysis
Business Objectives, Market Segments, Keywords in Use
Determine Best Choices Based on Competitive Analysis
Develop Page-by-Page Site Optimization Plan
PR, Social Media
All Off-Site Promotion Builds
Links, Citations, Traffic
Ex: Infographics, External Links

14. SEO: Strategy for Sustainable
Competitive Advantage
Fresh
Content
Blog posts,
Articles,
Informative
Original Content
What’s Next?
Semantic Markup:
Defines “objects” on page (people,
location, language, part #s, price)
using Schema.org standards
Google Tag Manager:
Better tracking of user,
ability to insert code on pages
without touching CMS
Select Primary Topics for Site
Build Out On-page and Technical Optimization
Monitoring, Iterative Improvement
Content Optimization
Keyword Research and Competitive Analysis
Business Objectives, Market Segments, Keywords in Use
Determine Best Choices Based on Competitive Analysis
Develop Page-by-Page Site Optimization Plan
PR, Social Media
All Off-Site Promotion Builds
Links, Citations, Traffic
Ex: Infographics, External Links

15. Why should we hire you as our agency?
1) Decades of B2B marketing success, for clients like:
AAE, 3M, Silicon Labs, Dell, National Instruments,
Overland Storage, Workplace Answers, Smarter
Security, Synopsys, Click Security, California Brazing
2) Disciplined keyword research, scientific competitive
analysis, successful search marketing for dozens of clients
3) Proven process of iterative improvement over time
4) Work closely with client Marketing to teach SEO skills
5) Project-based pricing, not retainer-based or hourly

16. What services do you provide?
• Inbound marketing strategy development
• Competitive analysis, recommendations for sustainable advantage
• Optimizing websites for high rankings on search engines (SEO)
• Copywriting, especially optimized web content; training for client
• Paid search advertising campaign design and management (PPC)
• Website design and production
• Social media marketing
• Lead capture and reporting
• Create website conversion goals and customized analytics

17. What do you charge?
1) Every client can start with a $1000 Site Wellness Report
• Is the site already doing well? Is there search activity?
• Amount of missed opportunity usually drives decision to buy
2) Next commitment: $6,000 Competitive Audit
(-$1000 if you did a Site Wellness Report)
• 30-45 day process, two deliverables
• Site performance and search term candidates, with recommendations
• Site optimization plan and search marketing strategy
3) SEO program commitment: $28,000 over 8 months
4) Strategy recommendations costed out in audit; may
include paid search, content development, social media, etc.

18. When would you like to start?
Successful B2B Search Marketing