1. 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
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2. SD INBOUND Marketing Upcoming Events www.SDInboundMarketing.com
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3. 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
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4. 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
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Resource: ultimate-guide-to-inbound-marketing-personas

5. Aligning SEO & Buyer’s Journey
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6. Step #2: Keyword Brainstorm
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Resource: long-tail-keywords-using-quora-and-google-trends/

7. Step #2: Keyword Brainstorm
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Resource:

8. Step #2: Keyword Brainstorm
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Resource:

9. Step #2: Keyword Brainstorm
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Resource:

10. Step #3: Rank Keywords
Competition
Filter = < .80 (or lower)
Avg. Monthly
Filter = > 50 (or higher)
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Resource:

11. Step #4: Map Keywords to Buyer’s Journey
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12. 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.
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13. 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
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14. 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
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15. 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.
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16. Step #6: Brainstorm Blog Topics
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Resources
Keywordtool.io
moz.com/content/
app.buzzsumo.com/research/

17. 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)
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18. 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
Live #SDINBOUND