A masterclass for the B2B Marketing Expo, London, March 2018 presented by Carolanne Mangles

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Transforming Search Marketing
https://www.slideshare.net/Smart-Insights
Your consultant: Carolanne Mangles M IDM
Techniques to gain better visibility in SERPs

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I lead SEM (organic and paid) inbound
marketing campaigns, and I’m Editor of
our industry leading digital marketing blog
at Smart Insights.
Premium members in over 100 countries
use our planning guides, templates and
online courses to Plan, Manage and
Optimise their digital marketing.
We also offer consulting and training for
members.
Digital Marketing Executive and Editor
Free Basic
membership
About Carolanne Mangles and Smart Insights

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How Smart Insights supports transformation

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Where does SEM fit in the B2B lifecycle?

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Opportunity – Reviewing your capabilities
Source: Smart Insights free benchmark templates

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How does your audience mix compare?
ADI

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How does Smart Insights compare?

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Are you harnessing the new SERPs features?

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Top Stories
Tweets
Knowledge panel
AdWords (top)
Site links

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Smart Insights SERPs

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How to do a gap analysis to manage SEM
● Google Keyword Planner - Need to be paying for
AdWords to get specific data searches.
● Monthly basis - great for seeing seasonality / trends
● Negative keywords

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Source: Smart Insights SEO gap analysis

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Historical optimization
● A content strategy is not just about
creating new content.
● Use GA to see the most popular posts -
do these then drop off or do views
continue months after publication?
● Value of “evergreen” content
● Keep old posts up-to-date for the reader’s
benefit.
● Swap out an old lead link to another that
fits the content rather than creating a
fresh new post (if it fits!)
● Your blog is a working document
● Refrain from putting in years and dates
into post URLs in case you update a year
after

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On-Page SEO techniques
Keyphrase Priority Narrow Scope Broad Scope (longtail)
Primary Keyphrases Cheap phone bill Cheap phone bills, cheaper
phone bills, cheapest phone
bills
Secondary Keyphrases Cheaper phone bills Phone bill saving, best value
calls, reduce call costs
Tertiary Keyphrases Cheapest phone bills reduce phone bill, lower
phone bill, cutting phone bill
uk
1. Primary Keywords - <title> tag, <meta name=”description:...> tag, headings
and should be repeated a few times in the article (top and bottom)
2. Secondary Keywords - Sub-headings in longer form content, 2-3 times in the
body of content without compromising readability
3. Tertiary Keywords - 1-2 times, might not always be possible to incorporate
these meaningful phrases

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Source: Smart Insights Quick Win - 7 on-page SEO techniques

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Free Guide - 10 business-limiting SEO mistakes

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Ranking signals
Are there really 200 ranking signals?
Source: SEMrush - Ranking factors 2.0
No single signal can, or will, contribute to high search visibility
without another.
Think about ranking signals as a whole instead of one
individual task that needs accomplishing.
For example:
Content needs to be high quality => includes keywords in a
easy and digestible way => higher engagement metrics =>
more likely to achieve earned backlinks for high quality
content => users are more likely to remember your brand /
site and are likely to come back via direct visits.

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Panda - Duplicated Content
RISKS:
1. Duplicated Content
2. Thin Content
3. Low-quality Content
4. Content Farming

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Penguin - Link Spam & Keyword stuffing
Development, acquisition or purchase of backlinks from low-quality or
irrelevant sites used to manipulate SERPs and is harmful to rankings.
RISKS:
- Do not spam internet forums
- Do not pay for links on third-party sites that have no relationship
with business industry
Keyword stuffing is overusing the keywords in content to make it seem
the content is of higher relevance, but this only obscures the readability
of the page, for example:

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RankBrain - Machine Learning
● Determines the searcher’s true intent
● Interpretation model - Location, personalization and words of the query
● Produces the most useful search results
Different ranking signals?
SEOs need to determine and
evaluate the best content type that
serves the users’ needs.
● Timely, new content on recent
events?
● In-depth articles full of content
RankBrain matches signals to query
intent.
Website Reputation
Think about what you want to be
known for - fresh content, depth,
diversity.
● Smart Insights = Depth
● Sporting site = Fresh
Overtime you need to build a
reputation based on the signals it
wants to serve - you site delivers a
type of content that satisfies a
particular need.
No more one-keyword for each page
Use multiple / variant keywords in
each post to incorporate natural
language.
● Singular and plural
● Primary, secondary and tertiary
You need total keyword concepts
with comprehensive content.

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Fred - Thin, affiliate heavy or Ad-centered
Content

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Search Marketing tools

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Reviewing your skills to compete?
Try our Free Skills Assessment: smartinsights.com/personalized-learning-plan

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Premium and Business

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Let’s Connect – Questions and discussion welcome!
https://www.linkedin.com/in/carolanne-mangles-m-idm-548b74131/
Download : www.slideshare.net/smart-insights