Is your website
your best sales tool?
It should be!
@ All Rights Reserved
totheweb.com
3 Easy Steps
1. Drive prospects to your site
2. Keep them there
3. Convert to customers
How Can You Generate
More Sales Leads?
Leads
2
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Keyword
Research
& SEO
Techniques for Intelligent
Keyword Use to Increase your
Search Engine Opportunity
Introducing
3
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Improving Organic Search Engine Visibility
Everything comes
down to the words
your prospects type here!
4
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5
Over one billion websites. 60 trillion
pages. And growing every day.
Improving Organic Search Engine Visibility
What we’re up
against…
totheweb.com
Improving Organic Search Engine Visibility
What you
do on your
website
The activity you
generate on other
websites
and
the authority that
generates.
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If search engines can’t find you –
people won’t either!
Appeal to both.
Improving Organic Search Engine Visibility
Create content for
people who use
search engines
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Improving Organic Search Engine Visibility
What factors
affect your search
ranking?
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8
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Improving Search Engine Visibility
Three factors have a
dynamic relationship
that varies depending
on the keyword.
2. Keywords the page is optimized
for, page content theme, link
text, site architecture and
engagement (bounce rate).
3. Quantity of links pointing to your site
and social signals such as authorship
& viewership.
Competitive-
ness of the
keyword
2.
On Page Factors
3.
Off Page
Factors
totheweb.com
>74%
Improving Organic Search Engine Visibility
10
of clicks occur in Organic
Listings.
As you work to improve
rankings, PPC is often the only
choice to rank for highly
competitive phrases.
totheweb.com
Improving Organic Search Engine Visibility
Tool: https://www.advancedwebranking.com/ctrstudy/#
11
21% CTR
1% CTR
EXACT POSITION
CTR
25
20
15
10
5
0
1 3 5 7 9
1
St
page Click-Through-
Rates in Google
totheweb.com
Search engine
optimization (SEO) is the
science of influencing the
position that a web page
receives for a keyword
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In the early days of SEO, Google
would determine a page’s topic
by identifying the keywords on
the page.
Improving Organic Search Engine Visibility
In 2017, much harder
to influence ranking
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Now Google determines the
relationship between words and
phrases to better understand
what a web page is about so it
can map results to user intent.
Improving Organic Search Engine Visibility
In 2017, much harder
to influence ranking
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How do I rank for this keyword?
Improving Organic Search Engine Visibility
Before
How best do I answer my prospect’s question?
Now
?
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Semantic Search Example
My Search Query:
Who is the richest
person in the
world?
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Google understood that “richest
person in the world”, was very similar to
these results - even if my exact search
query wasn’t used on the pages.
• Richest people on earth
• Worlds billionaires list
• Richest people on the planet
• World’s 20 richest people
• 11 Youngest billionaires in the world
• Global Rich List
Semantic Search Example
17
totheweb.com
paid advertising
paid advertising
paid advertising
paid advertising
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Use variations
of primary
keywords and
themes.
Google will understand
that they have the
same meaning.
After w/ Synonyms
Before w/ 1 Phrase
paid advertising
ppc
pay-per-click
SEM
Semantic Search Example
paid ads
Improving Organic Search Engine Visibility
Why don’t we rank for
“fill in the blank”?
totheweb.com
• Low domain or page authority
• Low topical relevance to queries
• Increased keyword competition
• Poor user experience from SERPS (bounce rate)
• No media spend to drive buzz
• Thin content - low value pages, and
• Technical search indexing issues
•
duplicate content
• old or changed URLs not properly redirected
• site is slow to load or not responsive to mobile devices
• poor site structure, etc, etc, etc.
Improving Organic Search Engine Visibility
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totheweb.com
Everyone is on Google –
we can reach them.
Improving Organic Search Engine Visibility
How Google
Identifies Low
Quality Content
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• There is an unsatisfying
amount of main content.
• The author does not have
expertise or is not trustworthy
or authoritative for the topic.
• The quality of the body
content is low.
• Secondary content is
distracting or unhelpful, and
• The website has a negative
reputation.
Improving Organic Search Engine Visibility
Domain
Authority
Topic
Expert
High-
Value
Content
22
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Great content
creates more links
More links boosts search ranking
opportunities.
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Links
External links
reflect the
importance of
a web page
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Your site’s ranking
potential is greatly
impacted by the
quality + quantity
of links pointing to
your website
Links
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Improving Organic Search Engine Visibility
Success comes from
using the same
keywords your
buyers use in all
your content
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Most successful way to
increase buyers arriving
from organic search is to
create great content using
the keywords that buyers
type into Google
27
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Optimizing Content with Keywords
Everything in search
marketing begins with
the keywords we use
in content
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Optimizing Content with Keywords
• Your Guide is the result of an
extensive review of industry
keywords;
• Keywords are selected
based on their search
volume and relevance to
your product; and
• The Guide contains detailed
implementation instructions.
29
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Everywhere.
Optimizing Content with Keywords
Where will you
use your keywords?
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totheweb.com
Optimizing Content with Keywords
• All corporate website content
•
Web pages, microsites
• Data sheets, white papers, case studies
• Blog content, email broadcasts
• Webinar, event content
• Press releases and announcements.
• When talking to the press
• Social media
• 3
rd
-party blogs and in SlideShare
• Online forums such as on LinkedIn (groups and profiles)
• Corporate messaging document
• Video Scripts, Podcasts.
31
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Select highly
targeted keywords
that will form the
‘theme’ of the
content
Optimizing Content with Keywords
32
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Start every piece of
content considering
the keywords you
want the content
to rank for
Optimizing Content with Keywords
33
totheweb.com
• Consider searcher’s intent and map your keywords
and content to the questions your visitors are trying to
answer
• Use the page’s primary keyword(s) as well as their
variations; modifiers and synonyms
• Break up content into easy-to-digest, bite-sized
“chunks” - think mobile! (2-3 sentences per para); and
• Emphasize keywords by using them in headings, in the
1
st
paragraph, at the beginning of a sentence, in bold
and in bulleted lists.
Optimizing Content with Keywords
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• As a central focus of a page
• Title Tags and Meta Descriptions
• Body Copy, Headings and in <H> Tags
• Within File Names
• Internal Links to another page on your site
• Images Alt text.
Optimizing Content with Keywords
How will you use
your keywords?
35
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Optimizing Content with Keywords
Apply to each and
every web page
for higher CTRs
from Google
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Optimizing Content with Keywords
TITLE TAG: IT MATTERS – SERIOUSLY!
•
Pick the keyword theme of each page and create unique, accurate
page Titles (shows up in the SERPs);
• Use that primary keyword at the beginning of the Title;
• Use our Title/Description Counter as a guide; and
• Test adding an element to draw the eye: — → OR long dash –.
META DESCRIPTION FOR WEB PAGES
•
Create a unique description that describes the page’s content.
Don’t duplicate from on-page content; and
• If the page has two themes; “paid search” and “search visibility” write,
a sentence for each.
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What Is Meta Data
& Why Should I
Care?
This is the information buyers will
see in Google.
38
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Meta Data
Test your Title &
Meta
Description
Visibility
USE OUR FREE TOOL
39
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Meta Data
Use Our Title
and Meta
Description
Measurement
Tool
40
40
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Meta Data
The Title tag is one of the
most important on-page
signals you can send to
Google.
Make it Count!
https://totheweb.com/learning_center/tool-test-google-title-meta-description-lengths
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Use our SEO Content Template
Download our template to simplify
the SEO implementation process.
Optimizing Content with Keywords
How to
Start
SEO CONTENT TEMPLATE
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Where to
Start
43
1. Prioritize content starting in
the Products area.
2. Your goal is to improve the
level of engagement and
interest in these pages.
Optimizing Content with Keywords
totheweb.com
Raising the
Bar
The Much-Neglected PDF
Learn how to give PDFs an
extra boost to generate more
downloads off-site.
44
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Search Optimizing the PDF
Everyone forgets to optimize their PDFs
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PDF engagement is one method of
tracking a micro-conversion.
Search Optimizing the PDF
Why Does It Matter?
PDF On-Site vs
Off-Site Activity
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2015 Jul-Dec
19,162
23,083
2016 Jan-Jun
24,089
23,220
Clicks on PDFs in Google
On-Site PDFs Downloads
Search Optimizing the PDF
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PDFs are content-rich documents
that generally contain in-depth
content on a topic.
Search Optimizing the PDF
Why might this
happen? Is Google
Biased to PDFs?
totheweb.com
Search Optimizing the PDF
2,400
words
233
words
49
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Every PDF
Deserves a
Great Title
Search Optimizing the PDF
The key outcome is to
encourage visitors to
click on your PDF link.
Download Instructions
50
totheweb.com
Search Optimizing the PDF
• Think about the keywords this PDF should
rank for.
• Use that primary keyword at the beginning
of the Title in the Document Properties. This
phrase should reflect the primary focus of
the content.
• Each PDF Title should be unique. Don’t
simply repeat the document’s page title in
the Document Properties.
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totheweb.com
Search Optimizing the PDF
• Use known abbreviations and other easily-
recognized short forms to reduce pixel
count. Refer to a synonym-finder to identify
shorter words. For example:
• "Deploy" is 53 pixels vs the word "Implement" at 83;
• Use our Title Pixel Measurement Tool;
• Capitalize 1
st
letter of each word; and
• Don’t use all capital letters.
52
totheweb.com
This is Easy
to Fix!
Search Optimizing the PDF
Update your Adobe Document
Properties for each PDF. Take
your best shot at boosting clicks
with awesome Titles.
Use our Free Tool
53
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Making PDFs More-
Easily Digested on
Mobile Devices
Search Optimizing the PDF
Improve the display of your PDFs
and reduce the ”Bounce-Back”
to Google SERPS by improving
PDF readability.
54
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Search Optimizing the PDF
• Use high-readable fonts
• Break up blocks of text. Use short
paragraphs – 2-3 sentences
• Left align main body content – try
to make it readable without
horizontal scrolling
• Add more space between rows of
text and paragraphs
• Use lots of headings/sub-headings
(include keywords).
http://www.responsimulator.com/
55
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This is Easy
to Fix!
Search Optimizing the PDF
1. Add a Title to the Document Properties of the PDF file.
One that will encourage Google visitors to click it on a
search engine results page. Write the title like ad copy.
2. Use descriptive file names – include a link back to your
site.
3. People Scan – Design for Them: Improve readability by
breaking up the content that is currently in large blocks of
text and use headings/sub-headings to describe.
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totheweb.com
3 Easy Steps
1. Drive prospects to your site
2. Keep them there
3. Convert to customers
How Can You Generate
More Sales Leads?
Keep Prospects On-Site
57
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It generates the highest clicks
compared to any other page.
Where do Buyers go after the
1
st
click?
Leads
Big change starts
on the homepage
58
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Homepage
Bounce
Rate
What is it? The percentage
of single-page visits to
the homepage.
59
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Is your home
page a
bouncer?
>50% bounce = needs work
Homepage Bounce Rate
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Bounce rate
problem
Too many visitors
abandon the site
from the home
page.
Homepage Bounce Rate
Enters site on homepage
Navigates to 2
nd
page
Enters site on
other pages
Abandons site
Contact Us Career Support Products Leadership All Others
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Homepage Bounce Rate
Move the needle. Keep
buyers on the site. Assess the
number of homepage visits
relative to 2
nd
page click.
62
2
nd
Click
into site
700
1000
Homepage
visits
Fix your
homepage
bounce rate
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63
Homepage Bounce Rate
Optimize for
the Buyers
What’s getting clicks? Google
Analytics will not visualize this
data but heat mapping will.
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Heat Mapping
Reveals what’s clicked.
Use it!
Homepage Bounce Rate
64
Crazy Egg Heat Maps
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Do visitors see
what you sell?
People don’t buy from
the homepage.
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Drive Visitors
to Product
Pages
66
Drive Visitors to Products Pages
Prospects need to learn about
your products and services first
before they will request a demo
or fill out a contact us page.
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Products Views
= More Leads
67
Drive Visitors to Products Pages
• Your home page needs to
serve as a launch pad to
products pages.
• Analyze and test alternative
approaches with copy, offers
and design changes
.
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Products Real-
World Case Study
68
Drive Visitors to Products Pages
20%
30%
40%
0
250000
500000
750000
1000000
2012 2013 2014 2015 2016
Products Related Pages Views All Site Page Views As a % of all Page Views
40%
30%
20%
21%
39%
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Products
Placement
NNGroup’s research indicates that
visitors spend about 80% of their time
“above the fold”.
This is where Products content should be.
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1024 x 768 pixels or higher.
Promote Products contents above the fold
SOURCE
0
2
4
6
8
10
12
14
16
100 200 300 400 500 600 700 800 900 1000 1100 1200 1300 1400 1500 1600 1700 1800 1900 2000+
Pixels from the Top
ABOVE THE FOLD
BELOW THE FOLD
% of Viewing Time
B2B Screen Resolutions
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User Experience
Optimization
• Improve high-value landing
pages and conversion paths
• Experiment with new offers, and
• Test– find what works – repeat.
Drive Visitors to Products Pages
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Click-
throughs
• Examine traffic sources to
key product pages
• Set a baseline to evaluate
changes against, and
• Test alternative approaches.
Drive Visitors to Products Pages
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Create
Awesome
Blog Content
73
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Blogs are the fastest way to
increase your content and
expand your footprint on
the web.
Create Awesome Blog Content
Blog Content
Matters
74
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Think Mobile – Think about the
User Experience from Search.
60% of all searches are on Mobile.
Don’t Send The
Wrong Signal to
Google
75
Create Awesome Blog Content
totheweb.com
Create Awesome Blog Content
You Have 7 Seconds for the Long-Click
• Visitor click on your blog post in Google;
• Searcher lands on your page;
• They take 5-7 seconds to decide to
stay; and
• If they immediately return to Google,
you’ve sent a strong signal that your URL
wasn’t a good result for the search
query.
Tested with: MobileTest.me
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77
Create Awesome Blog Content
Create Blogs for
the Way People
Read
Make your content easy to scan.
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People Don’t
Read Word-For
Word
Create Awesome Blog Content
They quickly scan a page.
Adapt your blog to the way
people read content.
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Create Awesome Blog Content
In the “old” days when we had
newspapers, they were optimized
for scanning.
• Visitors scan a page glancing
at headings. if they don’t find
content that matches their
problem – they leave.
• Use awesome imagery.
• Use lots of white space (air) to
draw the eye to important
content.
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• Write content with a conversational tone.
• Blogs have high bounce rates – add strong Calls-
to-Action. (especially to Products pages), and
• Improve engagement by adding videos and
relevant images.
Create Awesome Blog Content
Super-Charge your
Blog Content
80
80
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• Create high-quality, valuable, sharable content.
• Identify topics that have been popular in the
past in terms of sharing.
• Search for popular posts your competitors have
written.
Create Awesome Blog Content
Super-Charge your
Blog Content
81
81
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82
Titles and topics matter.
Create Awesome Blog Content
BuzzSumo: find
highly-shared
topics
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Create
awesome blog
titles with high
shareablility
83
Create Awesome Blog Content
Measure Your Blog Titles Here
totheweb.com
Create Awesome Blog Content
• Use BuzzSumo to identify
topics that have been
popular in the past in terms
of sharing;
• Search for popular posts
your competitors have
written; and
• Learn the best social
network for sharing your
content.
84
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Create Awesome Blog Content
A top priority should be to create
in-depth articles of more than
1,000 words per article.
Compare total
shares by content
length
85
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Compare Average Shares by Content Length
BuzzSumo compares your content to competitors.
Create Awesome Blog Content
86
0
20
40
60
80
100
0 - 1000 Words 1000 - 2000 Words 2000 - 3000 Words
Your Site To The Web
Average Shares
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87
Make it pass the high
quality test.
Create Awesome Blog Content
Make your blog
work harder
for you
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Create Awesome Blog Content
Write in-depth, technical posts focusing on the challenges you solve:
• Consider the keywords you want to rank for;
• Use bullet points, graphics, break up long paragraphs and add sub-headings that
contain keywords; and
• Create content with a long shelf life.
Make your blog more easily shared (use WP Plugin: Better Click to Tweet)
88
9 Quick Wins to Instantly Boost #B@B Website Lead
Generation
CLICK TO TWEET
0
10
20
30
40
Facebook Twitter LinkedIn
Your Site To The Web
Average Shares
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89
Create Awesome Blog Content
How to Measure
Blog SEO Efforts
Set a baseline for blog activity
from search engines and monitor
monthly in Google Search
Console.
totheweb.com
• Become familiar with the
Landing Page Report in
Google Analytics.
• Evaluate the most effective
posts and determine what is
contributing to their success,
and
• Aim for new posts to drive
40% more traffic in 6 months
than non-optimized posts.
Create Awesome Blog Content
Left Rail: Behavior> Site Content> Landing page
90
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Create Awesome Blog Content
Numbers supercharge measurement and help
identify the missed opportunities
91
URLS Clicks Impressions CTR Position
https://
totheweb.com/learning_center/tool-test-google-title-meta-description-lengths/ 7630 145,872 5.23% 24
https://
totheweb.com/learning_center/sample-content-document/ 1621 12,939
12.53%
8.3
https://totheweb.com/blog/2013/07/seo
-best-pra ctices-for-optimizing-pdf-files/ 535 13,532 3.95% 29
https://
totheweb.com/learning_center/tools-search-engine-simulator/ 495 13,961 3.55% 14
https://totheweb.com/pdfs/ToTheWeb
-Keyword-Optimiza tion-Guide.pdf 205 3,543 5.79% 58
https://
totheweb.com/ 204 3,265 6.25% 8.5
https://
totheweb.com/learning_center/search-engine-marketing-tools/ 80 53,920 0.15% 21
https://
totheweb.com/pdfs/Campaign-Tracking-URL-Best-Practices-Guide.pdf 68 3,647 1.86% 35
totheweb.com
A shareable location for ideas
and activity for your team.
Create Awesome Blog Content
Track Blogging
Activity with our
Spreadsheet
92
Download the Template
totheweb.com
Create Awesome Blog Content
93
https://docs.google.com/spreadsheets/d/1AAag1mZRTIUhrMDbfP26Ysv6N9OzmzImaWMNHzKo9aY/edit#gid=0
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94
Create Awesome Blog Content
Guest Blogging.
Everything you
need to know
See Appendix for full details.
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Each author can post on their
own profile and it will get shared
within their network.
Create Awesome Blog Content
Take your best
posts and launch
on LinkedIn
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Add images to each post
Create Awesome Blog Content
96
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There is no
demand without
marketing
97
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A new picture Is emerging – off-site
brand content is growing faster
than on-site.
Offsite Marketing
Promote Your
Content On-Site
& Off-Site
98
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Other Networks
On-Site Page Views
Jan
138K
Feb
139K
Mar
143K
Apr
147K
On
Site
Off
Site
Jan
5K
Feb
5.5K
Mar
5K
Apr
6K
Offsite Marketing
99
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100
Links
Social
Media and
User
Generated
Content
Trade
Shows
Search
Engine
Marketing
Press
Direct
Marketing
Webinars
and
Events
Advertising
Everything leads
to your website.
Keep & Convert
Buyers
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Run your conversion ratios
through the sales funnel.
Leads
Sales is a Numbers
Game
101
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Leads
How many visitors
and prospects will
it take to close one
sale?
3,000
600
150
50
10
Visitors coming to the website
Lead clicks on ‘Call to Action’
Lead interacts with company
Company pre-qualifies lead
Sale is closed
102
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Convert your
visitors into leads
103
We work with B2B companies with lead
generation challenges. Our search programs
drive visitors to your site – but we don’t stop there
– we make sure your visitors convert into leads.
CALL 650.627.8800
totheweb.com
B2B Learning Center | Blog
Free B2B Tools + Articles
Tap into B2B
Resources @
104
Visit totheweb.com
totheweb.com
Free B2B Tools + Articles
• Toolkit: links to SEO tools
• Articles + Blogs
• web strategy
• lead generation
techniques
• search optimization tips
• paid advertising
• Upcoming Seminar
Details
105
With
Marketing
Without
Marketing
Lead Generation Scenario
totheweb.com
• Google Products: Keyword Planner, Search Console,
(see Excel file), Google Trends, Google Instant;
• Word Clouds: TagCrowd.com / Wordle.net;
VisualThesaurus.co; and
• Thesaurus and Synonyms Libraries.
Free B2B Tools + Articles
Free Keyword
Tools
106
106
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Tips for Finding the Keywords
and Theme of a Page
Free B2B Tools + Articles
107
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108
Free B2B Tools + Articles
108
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Free B2B Tools + Articles
Use Our
Title/Meta
Description
Tool
109
109
Measure Your Tags
totheweb.com
SEO
Free B2B Tools + Articles
Simple Data-Driven Strategies to Fast-Track Lead Generation
• https://totheweb.com/blog/2015/10/simple-data-driven-strategies-fast-track-lead-
generation/
SEO Content Template (Word Doc)
• https://totheweb.com/learning_center/sample-content-document/
Search Engine Spider Simulator (Tool)
• https://totheweb.com/learning_center/tools-search-engine-simulator/
110
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Optimizing PDFs
Free B2B Tools + Articles
Tool to Test Title and Meta Descriptions for PDFs (Tool)
• https://totheweb.com/learning_center/tool-test-google-title-meta-description-lengths/
SEO Best Practices for Optimizing PDF Files (Blog Post)
• https://totheweb.com/blog/2013/07/seo-best-practices-for-optimizing-pdf-files/
Every PDF Deserves a Great Title (PDF)
• https://totheweb.com/pdfs/ToTheWeb-Every-PDF-Deserves-a-Great-Title.pdf
111
totheweb.com
Blog Content
Free B2B Tools + Articles
BuzzSumo: Find Highly-Shared Content Topics (Tool)
• http://buzzsumo.com/
Create Compelling Blog Titles (Tool)
• http://tweakyourbiz.com/tools/title-generator/index.php
Blog Activity Spreadsheet (Google Drive Sheet)
• https://goo.gl/ldHAcJ
112
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Guest Blogging
Free B2B Tools + Articles
Test Submitting Material for a TechCrunch Guest Column
• http://techcrunch.com/got-a-tip/
Guest Blogging Ideas
• http://feldmancreative.com/2015/01/benefits-of-guest-blogging/
Podcast on Guest Blogging
• http://feldmancreative.com/2016/02/amplify-your-audience-by-guest-blogging/
113
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Lead Generation
Free B2B Tools + Articles
Turn Clicks Into Customers — Start at the Homepage
• https://totheweb.com/learning_center/improve-lead-generation
Establish Website Relaunch Goals That You Can Measure
• https://totheweb.com/learning_center/defining-goals-for-lead-generation/
The Power of Online Tools to Drive Targeted Traffic Year-Over-Year
• https://totheweb.com/blog/2016/01/b2b-lead-generation-the-power-of-online-
tools-to-drive-targeted-web-traffic-year-over-year/
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Video
Free B2B Tools + Articles
Ten Tips for Driving 31% More YouTube Video Views
• https://totheweb.com/blog/2013/02/ten-tips-get-31-percent-more-youtube-video-
views-in-3-months-a-case-study
Best Practices Guide for Optimizing Videos
• https://totheweb.com/pdfs/TTW-Video-Optimization-Best-Practices-Oct-2015.pdf
2015 B2B Video Content Marketing Survey Results
• http://tubularinsights.com/resources/2015-b2b-video-content-marketing-survey/
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