SEO and the Buyer’s Journey Presented by Rachaelle Lynn Founder, Just Happy Hours Senior SEO Marketing Manager, Planview JustHappyHours.com just_happy_hours JustHappyHours

What is SEO? Process for gaining top positioning in search results for relevant prospects Which search engine is most important? What % of US searches? Many types of search results How do paid ads affect SEO? “When a user types a query, Google tries to determine the highest quality answers, and….provide the best user experience…” Emphasize text using Avenir LT Standard Medium. Use color if needed, but be consistent. Planview Green is the preferred accent color.

THE OLD WAY OF SEARCH & CONTENT SEO Is Part of the Content Creation Assembly Line RESEARCH CREATE PUBLISH SEO PROMOTION MEASURE As part of this, the process is completely changing. It used to look like this, super simplified. You research what you want to do, you create it, you publish it, then you SEO it. And SEO is like a step in the assembly line towards the end that’s almost like a clean-up function. But now, for brands to succeed in search, they can’t treat it like one stop on the assembly line.

THE NEW WAY OF SEARCH & CONTENT Search Intelligence Is Part of Each Step of the Process CUSTOMER NEED RESEARCH CREATE PUBLISH PROMOTION MEASURE Why make this transition? The way of the future is that, SEO will be at every step of the process, infusing the entire content process it with customer intelligence so you’re thinking about what your customer want from the very beginning.

Providing value across the buyer’s journey Awareness Consideration Decision Customer Loyalty PRE- CONSIDERATION EARLY STAGE MID-STAGE LATE STAGE POST-PURCHASE What are some of the key trends across my industry? Do I even need project portfolio management software? Which PPM software is best for my needs? I know what I need and I’m ready to purchase. I’ve purchased software. Help me use it.

Overcoming User Confusion What’s the name of that company again? Well, the CXO said to find “project portfolio management” Answer Box Emphasize text using Avenir LT Standard Medium and “B”. (Just using B may or may not show during slideshow)

Mobile Optimization Mobile optimization “show me ppm case studies” Provide a top-notch user experience when an offline touch (snail mail, trade show) triggers a mobile search Work direct answers to potential questions into content for voice search They seemed great at the trade show, but I need to do my due diligence “show me ppm case studies” Emphasize text using Avenir LT Standard Medium and “B”. (Just using B may or may not show during slideshow)

Maximizing Marketing Resources Personalized, targeted content strategy via keyword and user intent research for top visibility, combined with intelligence about personas, sales prospects, and current customers Bookings + Retention Reciprocal relationship with social media, building traffic and authority for both Better visibility for press releases in News search results = more distribution Organically optimized pages have better paid search quality scores Competitive Data: Pages in top positions on competitor sites show what works Organic metrics (number of pages viewed, time on site, goal conversions) provide data- driven content feedback and recommendations SEO value accrues over time, building an asset from which other digital channels benefit – particularly in a long sales cycle Emphasize text using Avenir LT Standard Medium and “B”. (Just using B may or may not show during slideshow)

Thank you! Rachaelle Lynn Founder, Just Happy Hours Senior SEO Marketing Manager, Planview JustHappyHours.com just_happy_hours JustHappyHours