Why Google Loves Your Competitors More Than You

Why Google Loves Your Competitors More Than You

Contact: [email protected] | 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


1 Why Google Loves Your Competitors More Than You

2 Live Site Analyses

On the Agenda

4

5 Reasons Why Google Loves Your Competitors

More Than You


Reminder: Confirmed Top 3 Google Ranking Factors

1. Links• External websites referencing your

website

2. Content• Is content aligned with the

keywords you care about?

3. RankBrain• Artificial intelligence (AI) program

used to help process Google search queries


#1 You don’t have a an SEO plan

7

It’s digital warfare out there. Better have a plan!


Let’s say you are a B2B call center service provider. Naturally you would want to rank well for call center services

According to the Google Keyword Planner this keyword costs $32 a click!

How does the search results page look?• Do you see your competitors? • Are the results informational in nature, e.g. Wikipedia?

To Highlight: Let’s conduct a search


* Obtained from Open Site Explorer (Compare Link Metrics) from Moz.com

Consider the following competitive scenario Call Center Services:

Metric Your Website Competitor A Competitor B

Site: Keyword 12 397 120

Keywords on Page 0 4 12

Internal links* 4 257 529

External links* 1 12 5

Linking Domains* 1 4 2

Page Ranking Home Page Deeper Page Home Page

Now that it makes business sense…


Decide home page or deeper page targeting – Map the keyword! (3-5 per page)

Content Gap analysis: How big of a theme am I going up against?• Can I achieve this with marketing pages or do I need to start creating blog

pages and use internal linking? Devise plan to increase keyword traction

Internal linking, blog posts are key here!

Who is linking to my competitors? Pending relevancy, are they accepting new link partners?

ROI tracking & strategy re-boot

Track results monthly and revisit strategy

SEO Action Plan for your Keyword


71,729 new website visitors

1,793 new leads

269 new qualified leads

27 new deals

2,700,000 monthly revenue32,400,000 annual revenue

#2 You never made the business case to get help:

• You need to make the business case on why to invest

• Really helps with setting internal expectations


#3 You have taken a product-based vs. solutions-based approach unlike your competitors


#4 Compared to your competitors linking is a problem

• This continues to be the main driver of Google’s Algorithm

• If you don’t have a plan to fix this, you will continue to lose


#5 You have little insight into where leads come from

Here’s why you can’t afford to measure leads alone:

Contact: [email protected] | Digital Reach 15

Closed Loop ReportingCustom Analytics Setup to tie cross-channel visitor data to revenue in CRM.

GOOGLE ANALYTICS - - - - - - - - - - - - - - |FULL ATTRIBUTION - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - |

How to do it:

16Contact: [email protected] | Digital Reach

With closed-loop reporting you can attribute credit properly within your CRM.John Smith

First touch source: Organic Search

First touch page: /prod/marketing-automation

Last touch source: Paid Search

Keyword: best marketing automation platform

Last touch page: /LP/marketing-automation

Closed Won Amount: $100,000

AND MORE IMPORTANTLY GET THIS INFORMATION IN THE HANDS OF THOSE DOING THE OPTIMIZATIONS!!!

How to do it:


$

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Marketing Campaigns Tied To ROI


Recap: 5 Reasons Google Loves your Competitors more than You!

You don’t have a an SEO plan – You need one! You never made the business case to get help You have taken a product based vs. solutions based approach Compared to your competitors there are many fewer websites

referencing yours You have little insight into where leads came from & therefore don’t

spend resources in the right areas

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LIVE Site Analyses

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

Mike TurnerHead of New Business

Thanks for watching!

Email [email protected] or call (925) 750-8550 for more information