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Everything You Know About B2B SEO Is Wrong

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Eli Schwartz
advisor at Growth Advisor
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Global Growth Marketing Conference 2019
December 10, 2019, San Francisco, USA
Global Growth Marketing Conference 2019
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Everything You Know About B2B SEO Is Wrong
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About speaker

Eli Schwartz
advisor at Growth Advisor

ex-Director Growth & SEO at SurveyMonkey. Eli Schwartz is an SEO expert and consultant with more than a decade of experience driving successful SEO and growth programs for leading B2B and B2C companies. He helps clients like Shutterstock, BlueNile, Quora, and Zendesk build and execute Global SEO strategies that dramatically increase their organic visibility at scale. In the past, Eli led the SEO team at SurveyMonkey, building organic search from nearly zero to one of the largest growth drivers at the company. He helped launched SurveyMonkey’s first APAC office and oversaw international SEO pre- and post-IPO. Prior to SurveyMonkey, he led user acquisition at High Gear Media, pushing the company from 500,000 new users to 6 million every month in just three years.

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About the talk

SEO isn’t a monolithic thing. Depending on your objectives - and your industry - you will have different priorities and execute different strategies. Just ask Eli Schwartz, Director of Growth & SEO at SurveyMonkey. He makes a point of investing in search strategies that drive top-of-funnel user acquisition in service of SurveyMonkey’s larger growth goals. And in this session, he’s going to teach you how to write your own B2B SEO playbook (because works for B2C doesn’t always work for B2B!), with your specific business needs in mind, so you can start reaping the search returns you know you deserve.

00:04 Introduction

01:20 SEO Misconceptions for B2B

07:12 For B2B SEO is a growth and brand exercise

07:34 Change your mindset about SEO

09:07 Go on a date with data/Google search console

15:05 Grow using Keywords

17:33 Write the content you need

18:51 Keywords where CTR can be improved

19:43 CTR is more important than position

20:12 Iterate on title tags

21:21 Iterate in meta descriptions

21:56 Use PR for information - not content

22:53 SEO and retargeting

23:52 Stretch with experiments

26:23 SEO Tools

26:32 To recap

27:38 Q&A

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This is the only slide you actually need to take a picture of so I'm happy to share my slides. 00:04 That's my email address. 00:09 I couldn't afford the .com it is a .co. 00:09 So or you can Google me or add me on LinkedIn happy to share the slides answer any questions. 00:14 B2B marketing is not at all like B2C marketing 00:23 B2B marketing where it's all about building a long-term relationship. 00:28 Digital marketing and especially SEO. 00:34

Is what brings the sales prospect to the table. 00:37 A sales person when they close the deal they may be thumping their chest and talking about their amazing sales prowess. 00:41 But all of us in this room. 00:47 We know. 00:49 Or if your digital marketer like me, 00:49 we know that were the ones that brought them to the table. 00:53 SEO is the romance that brings 00:56 the deal to a close. 01:00 And when you don't have that romance. 01:02

Things can get very awkward very awkward when you go in for the close. 01:05 Now I'm going to talk about a better way to do SEO for specifically for B2B. 01:11 But before we do that. 01:17 I wanted to spell some very common misconceptions around SEO and things that I have seen both. 01:18 When I worked internally at a company on SEO. 01:24 And as a consultant for companies. 01:28 Helping them to guide their SEO. 01:30 So first of all this is a very, 01:34 very common misconception. 01:36

Everyone always thinks that they can outsmart Google. 01:36 That Google when it comes to SEO is their enemy and we're just trying to get ahead and what happens is. 01:41 The algorithm because Google is the enemy goes and catches them. 01:48 An enemy catches them and now we need to do something better. 01:53 Well. 01:53 You can’t outsmart Google for those of us that live in the Bay Area. 01:57

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