1. 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

2. 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…”
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3. 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.

4. 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.

5. 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.

6. Overcoming User Confusion
What’s the name of that company again?
Well, the CXO said to find “project portfolio management”
Answer Box
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7. 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”
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8. 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
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9. Thank you! Rachaelle Lynn Founder, Just Happy Hours
Senior SEO Marketing Manager, Planview
JustHappyHours.com
just_happy_hours
JustHappyHours