IMPROVING LEAD GENERATION WITH EFFECTIVE SEO
B2B MARKETING EXPO
March 2019
S E M E T R I C A L
R O R Y H O P E @ S e m e t r i c a l
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• Welcome & Introductions
• Topics of Discovery
• Capturing ‘Quality’ Customers
• Search Patterns Of Potential Customers
• SEO Gap Analysis Process
• Precision Keyword Targeting
• Research To Form Your SEO Strategy
• Key Concepts & Questions
SEMINAR OVERVIEW
I M P R O V I N G L E A D G E N E R A T I O N W I T H E F F E C T I V E S E O
F R E ES E O A U D I T• Don’t forget to visit our stand at 1682 to request a free SEO
performance audit from our channel specialists.
• Download these slides at: www.semetrical.com/increasing-lead-
generation-with-effective-seo/
• We will also be uploading a video of the seminar.
Website: www.semetrical.com
Twitter: @semetrical
LinkedIn: www.linkedin.com/company/semetrical
WELCOME &INTRODUCTIONS
bucharest
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AB
OU
T M
E SE
ME
TR
ICA
L
A L IT TLE BIT ABOUT ME
Head of Inbound Marketing, with 5+ years of Inbound Marketing &
SEO experience. Passionate about SEO strategy, user intent analysis &
content marketing. Clients include American Express, Cloudflare,
DueDil, Flexioffices & Arkadin.
R O R Y H O P E
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We are a multi-award
winning digital marketing
agency
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01. A process for identifying relevant, high
value keywordsTO P I C SO FD I S C O V E R Y ? 02. How to develop keyword strategies for SEO
visibility across the inbound funnel
03. Prioritising your SEO strategy to increase
organic visibility
CAPTURING ‘QUALITY’ CUSTOMERS
VIA SEO
semetricalKeyword Research SEO Gap Analysis
Keyword Targeting Planner
Use Research To Formulate SEO
Strategy
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STRATEGIC SEO FRAMEWORK & PROCESS
Keyword Identification Competitor Gap Analysis SEO Content PlanCompetitor SEO
Performance Gap
Keyword Segmentation
Keyword Cleaning
SERP Intent Analysis
Keyword PrioritisationFeatured Snippet
Optimisation
Keyword Clustering E-A-T Signals
Prioritise SEO Resource
H O W D O I C A P T U R E ‘ Q U A L I T Y ’ L E A D S V I A S E O ?
SEARCH PATTERNS OF POTENTIAL
CUSTOMERS
semetricalKeyword Research SEO Gap Analysis
Keyword Targeting Planner
Use Research To Formulate SEO
Strategy
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KEYWORD RESEARCH
H O W D O I C A P T U R E ‘ Q U A L I T Y ’ L E A D S V I A S E O ?
Keyword Identification Competitor Gap Analysis SEO Content PlanCompetitor SEO
Performance Gap
Keyword Segmentation
Keyword Cleaning
SERP Intent Analysis
Keyword PrioritisationFeatured Snippet
Optimisation
Keyword Clustering E-A-T Signals
Prioritise SEO Resource
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KEYWORD IDENTIFICATION
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https://keywordseverywhere.com/
KEYWORDS EVERYWHERE
U S E F U L T I P # 1
semetricalRemember to tag your
keywords during the keyword research
process.
U S E F U L T I P # 2
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Enterprise- level SEO tools a l low you to spy on competitors’ organic rankings to help with keyword identif icat ion.
( e . g . S E M R u s h )
U S E F U L T I P # 3
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KEYWORD SEGMENTATION
K E Y W O R D S
Products Purchase Type Informational Questions Features
CDN
DDOS
Get
Buy
Comparison
Pricing
What is
How to
Cloud
Enterprise
“ddos attack”“buy ddos
protection”“ddos protection
pricing”“how to stop a ddos
attack”“enterprise ddos
protection”
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“office space” “space to rent” “coworking offices”
“warehouse for rent”
“office space imdb”
“retail space for rent”
“coworking office”
“office space”
“serviced offices”
X
X
X
✓
✓
✓
KEYWORD CLEANING
K E Y W O R D S
SEO GAP ANALYSIS
semetricalKeyword Research SEO Gap Analysis
Keyword Targeting Planner
Use Research To Formulate SEO
Strategy
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SEO GAP ANALYSIS
H O W D O I C A P T U R E ‘ Q U A L I T Y ’ L E A D S V I A S E O ?
Keyword Identification Competitor Gap Analysis SEO Content PlanCompetitor SEO
Performance Gap
Keyword Segmentation
Keyword Cleaning
SERP Intent Analysis
Keyword PrioritisationFeatured Snippet
Optimisation
Keyword Clustering E-A-T Signals
Prioritise SEO Resource
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SEO GAP ANALYSIS PROCESS
Keyword ResearchTag Keywords
(Segmentation)Keywords Rankings
Export Ranking Data(Inc. Competitors)
Transfer & Formatin Excel
Pivot Data For Best Performers Per Tag
SEO Gap Analysis On Best Performers
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RANKING TRACKING TOOLS
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Upload keywords for only 24 -48 hours to get the organic rankings then switch off.
Saves budget using keyword credit based payment models.
This al lows you to do SEO Gap Analysis .
U S E F U L T I P # 4
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Download our SEO Gap Analysis step -by-step guide by accessing the URL:
https://www.semetrical .com/guide -seo-gap-analysis/
Tweet us @Semetrical
Or v is it us at Stand 1682
S T E P - B Y - S T E P G U I D E
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“ddos protection”“ddos protection solutions”“ddos protection guide”“what is ddos protection”
22 22 21
18
15
12 12
109
7 76 6
0
2
4
6
8
0
5
10
15
20
25
AV
ERA
GE
RA
NK
NU
MB
ER O
F K
EYW
OR
DS
DDOS - PROTECTION
NUMBER OF KEYWORDS AVERAGE RANK
IDENTIFY RELEVANT KEYWORD SEGMENTS
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AVOID IRRELEVANT KEYWORD SEGMENTS
“ddos monitoring tool”“ddos monitoring service”“ddos monitoring software”“ddos monitoring site”
5
4
44
4
2 2 2 2 2 22
0
2
4
6
8
10
0
1
2
3
4
5
6
AV
ERA
GE
RA
NK
NU
MB
ER O
F K
EYW
OR
DS
DDOS - MONITORING
NUMBER OF KEYWORDS AVERAGE RANK
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SEARCH QUERY INTENT ANAYSIS
Informational / Paragraph & Video TransactionalInformational / List & Paragraph
“what is a ddos attack” “types of ddos attack” “buy ddos protection”
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SERP PAGE TEMPLATE REVIEW
Informational TransactionalInformational / Transactional
Awareness DecisionConsideration
“what is a ddos attack” “types of ddos attack” “buy ddos protection”
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Useful t ip #5: Be aware, your ‘SEO competit ion’ may surprise you
“offices london” “office london”
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Useful t ip #6: Target keywords with hyper-relevant content
“ddos protection” “enterprise ddos protection”
PRECISION KEYWORD TARGETING
semetricalKeyword Research SEO Gap Analysis
Keyword Targeting Strategy
Use Research To Formulate SEO
Strategy
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KEYWORD TARGETING STRATEGY
H O W D O I C A P T U R E ‘ Q U A L I T Y ’ L E A D S V I A S E O ?
Keyword Identification Competitor Gap Analysis SEO Content PlanCompetitor SEO
Performance Gap
Keyword Segmentation
Keyword Cleaning
SERP Intent Analysis
Keyword PrioritisationFeatured Snippet
Optimisation
Keyword Clustering E-A-T Signals
Prioritise SEO Resource
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ESTABLISH YOUR SEO CONTENT PLANTarget Keyword Semantic Keywords Snippet Type
Aggregated US S/V
Example Competitor URL Funnel Stage New URL
how to stop a ddos attack (720)
stop ddos - (90)how to stop ddos - (260)
prevent ddos attack - (320)how to block ddos attacks (20)
block ddos attacks (20)how to protect from ddos (20)
block ddos (10)
Paragraph 1130https://www.incapsula.com/ddos/how-to-stop-
ddos-attacks.html Awareness
/how-to-stop-ddos-attack/
types of ddos attacks (320)
denial of service types (10)different types of ddos attacks (20)
different types of dos (10)different types of dos attacks (10)
types of ddos (70)types of denial of service (10)
types of denial of service attacks (90)types of dos
types of dos attack (260)denial of service types (10)
Paragraph 810 www.incapsula.com/ddos/ddos-attacks.html Consideration/types-of-ddos-
attack/
ddos protection pricing (20)
affordable ddos protection (10)ddos mitigation service cost (10)
ddos protection cost (10)No Snippet 50
https://azure.microsoft.com/en-us/pricing/details/ddos-protection/
Decision/ddos-protection-
pricing/
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KEYWORD CLUSTERING TO UNIQUE PAGES
• stop ddos - (90)
• how to stop ddos - (260)
• prevent ddos attack - (320)
• how to block ddos attacks (20)
• block ddos attacks (20)
• how to protect from ddos (20)
• block ddos (10)
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FEATURED SNIPPET OPTIMISATION
“electronic payment system” (480)
“take recurring payments” (10)
“lowest credit card processing fees” (10)
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INCLUDE CALL TO ACTIONS FOR SEO LEAD GENERATION
RESEARCH TO FORM YOUR SEO STRATEGY
semetricalKeyword Research SEO Gap Analysis
Keyword Targeting Strategy
Use Research To Formulate SEO
Strategy
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USE RESEARCH TO FORMULATE SEO STRATEGY
H O W D O I C A P T U R E ‘ Q U A L I T Y ’ L E A D S V I A S E O ?
Keyword Identification Competitor Gap Analysis SEO Content PlanCompetitor SEO
Performance Gap
Keyword Segmentation
Keyword Cleaning
SERP Intent Analysis
Keyword PrioritisationFeatured Snippet
Optimisation
Keyword Clustering E-A-T Signals
Prioritise SEO Resource
CONSIDER SEO PERFORMANCE VS. COMPETITORS
On-page Optimisation
Featured SnippetsUser Experience Optimisation
Mobile UXBacklinks & ‘Linkless’ backlinks
Technical SEO & Website Architecture
Supporting Blog Articles
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Expertise, Authority & Trustworthiness (E-A-T)
Content Quality & ‘Freshness’
User Reviews Sentiment
Website Authority & Relevance
Social Mentions Sentiment
Click-Through-Rate (CTR)
Authorship
Wikipedia
E-A-T
semetrical
Access our tool l ist for analysing SEO competitors in relat ion to major SEO factors.
https://www.semetrical .com/seo -tool- l ist/
Tweet us @Semetrical
Or vis it us at Stand 1682
U S E F U L T O O L L I S T
semetrical
Access E-A-T SEO Checkl ist for act ionable insights.
https://www.semetrical .com/e -a-t-checkl ist -seo/
Tweet us @Semetrical
Or v is it us at Stand 1682
U S E F U L T O O L L I S T
KEY CONCEPTS & QUESTIONS
our servicesKEYWORD RESEARCH & SEO GAP ANALYSIS
Keyword research combined with SEO
gap analysis must inform keyword
targeting strategies.
KEYWORD TARGETING STRATEGY
Develop a keyword targeting planner to
optimise search visibility across inbound
sales funnel.
SEO OPPORTUNITIES
Identify SEO opportunities through
competitor performance gap analysis.
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KEYCONCEPTS
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A N YQ U E S T I O N S ?
• Visit us at Stand 1682 for a free website SEO performance
audit.
• Download these slides at: www.semetrical.com/increasing-
lead-generation-with-effective-seo/
• We will also be uploading a video of this talk.
• Follow us on Twitter & LinkedIn for updates.
Website: www.semetrical.comTwitter: @SemetricalLinkedIn: www.linkedin.com/company/semetrical