SD INBOUND Marketing Hansen Hunt, Senior Consultant, SmartBug Media Topic: Aligning SEO with the Buyer’s Journey Bob Afsari, Co-Founder of Webinar Ninja Topic: Stop Selling, Start Guiding: How Millennials Have Changed the Conversation Welcome to SDHUG Hello everyone online! Live tweet using the hash tag #SDHUG Stay off the wifi Upcoming Events www.SDInboundMarketing.com Live Tweet @sandiegohug #SDINBOUND

SD INBOUND Marketing Upcoming Events www.SDInboundMarketing.com Welcome to SD Inbound Marketing Meetup Live tweet using the hash tag #SDINBOUND Upcoming Events www.SDInboundMarketing.com Live Tweet @sandiegohug #SDINBOUND

Aligning SEO & Buyer’s Journey 6 Steps to Aligning SEO with the Buyer’s Journey Step #1: Define Personas (+ Interview Customers) Step #2: Keyword Brainstorm Step #3: Rank Keywords By Search Volume Step #4: Map Top Keywords to Buyer’s Journey Step #5: Assign Primary Keywords to Web Pages Step #6: Create Blog/Premium Content Topic Ideas Welcome to SDHUG Hello everyone online! Live tweet using the hash tag #SDHUG Stay off the wifi Upcoming Events www.SDInboundMarketing.com Live Tweet @sandiegohug #SDINBOUND

Step #1: Define Personas Business: Beerorama Goal: Sell our hydrometer to every homebrewer in the world! Beer Geek Bob Interest: Constantly testing and improving his homebrew Crafty Carl Interest: Homebrewing is his newest craft hobby and brews every weekend with friends Enthusiast Hansen Interest: Loves all things alcohol and thinks it would be fun to have their own creation available for people to try at home Welcome to SD Inbound Marketing Meetup Live tweet using the hash tag #SDINBOUND Resource: http://www.smartbugmedia.com/the- ultimate-guide-to-inbound-marketing-personas

Aligning SEO & Buyer’s Journey Welcome to SDHUG Hello everyone online! Live tweet using the hash tag #SDHUG Stay off the wifi Upcoming Events www.SDInboundMarketing.com Live Tweet @sandiegohug #SDINBOUND

Step #2: Keyword Brainstorm Welcome to SD Inbound Marketing Meetup Live tweet using the hash tag #SDINBOUND Resource: http://neilpatel.com/2016/04/02/how-to-generate- long-tail-keywords-using-quora-and-google-trends/

Step #2: Keyword Brainstorm Welcome to SD Inbound Marketing Meetup Live tweet using the hash tag #SDINBOUND Resource: http://adwords.google.com/KeywordPlanner/

Step #2: Keyword Brainstorm Welcome to SD Inbound Marketing Meetup Live tweet using the hash tag #SDINBOUND Resource: http://adwords.google.com/KeywordPlanner/

Step #2: Keyword Brainstorm Welcome to SD Inbound Marketing Meetup Live tweet using the hash tag #SDINBOUND Resource: http://adwords.google.com/KeywordPlanner/

Step #3: Rank Keywords Competition Filter = < .80 (or lower) Avg. Monthly Filter = > 50 (or higher) Welcome to SD Inbound Marketing Meetup Live tweet using the hash tag #SDINBOUND Resource: http://adwords.google.com/KeywordPlanner/

Step #4: Map Keywords to Buyer’s Journey Welcome to SD Inbound Marketing Meetup Live tweet using the hash tag #SDINBOUND

Step #4: Map Keywords to Buyer’s Journey Add Persona Use intuition to determine what persona would search for each keyword Enter each keyword into Google to double check your “intuition” Eg. Beer Geek Bob knows what a “refractometer” is, but Carl or Hansen don’t and would never use one in brewing. Welcome to SD Inbound Marketing Meetup Live tweet using the hash tag #SDINBOUND

Step #4: Map Keywords to Buyer’s Journey Add Buyer’s Journey Put yourself in their shoes. What are you searching for? Enter keyword into Google see what content relates to their keyword/intent Welcome to SD Inbound Marketing Meetup Live tweet using the hash tag #SDINBOUND

Step #4: Map Keywords to Buyer’s Journey Add Priority Choose the top keywords you would like to rank for. Think about how the keywords will fit in your on-page SEO like the page title. For awareness stage, choose keywords with higher avg. monthly searches. For consideration/decision stage, choose the best matching keywords to your product/service Long tail keywords (like questions) are great keywords to target with blog content Welcome to SD Inbound Marketing Meetup Live tweet using the hash tag #SDINBOUND

Step #5: Assign Primary Keywords to Pages Add Web Page Assign a page to each primary keyword, and possibly a page for each secondary if they are unique from the primary keyword. Welcome to SD Inbound Marketing Meetup Live tweet using the hash tag #SDINBOUND

Step #6: Brainstorm Blog Topics Welcome to SD Inbound Marketing Meetup Live tweet using the hash tag #SDINBOUND Resources Keywordtool.io moz.com/content/ app.buzzsumo.com/research/

Step #6: Brainstorm Blog Topics Creat Blog Topics For each keyword, brainstorm at least one blog topics Focus more topics around the primary and secondary keywords Brainstorm topics that could be used for premium content offers (eBooks, guides, product comparison sheet) Welcome to SD Inbound Marketing Meetup Live tweet using the hash tag #SDINBOUND

Thank You! Hansen Hunt, Senior Consultant, SmartBug Media Topic: Aligning SEO with the Buyer’s Journey Bob Afsari, Co-Founder of Webinar Ninja Topic: Stop Selling, Start Guiding: How Millennials Have Changed the Conversation Welcome to SDHUG Hello everyone online! Live tweet using the hash tag #SDHUG Stay off the wifi Upcoming Events www.SDInboundMarketing.com Live Tweet @sandiegohug #SDINBOUND