Ben Page and Blake John discuss the importance of creating an SEO strategy that not only increases traffic and rankings but also grows marketing qualified leads (MQLs). They highlight common factors that cause failed SEO strategies and stress the need to measure the right Key Performance Indicators (KPIs) to achieve business outcomes. Ben and Blake emphasize the importance of prioritizing conversion funnels and continual optimization for a given user need and keyword.

The discussion includes evaluating campaign returns, segmenting traffic by intent, understanding where traffic lives in the funnel and its conversion potential, and emphasizing the value of focusing on product or service-based traffic to drive potential MQLs. Ben and Blake caution against copying competitors but advise auditing their content and understanding successful practices to deliver two, five, or ten times more value than their competitors for a user's need. They conclude that successful SEO strategies involve setting goals, selecting metrics, and implementing SEO strategies that focus on user needs and adding value to surpass competitors. 

Tune in this episodes to discover valuable insights and strategies to create an effective SEO strategy. Learn how to avoid common pitfalls in failed SEO strategies, prioritize conversion funnels, measure the right KPIs, and create better content that fulfills user needs for long-term business success.

Episode Highlights

02:56 - What your digital marketing channel should do for you is drive your bottom line and put heads and beds. Get leads. If you're a landscaping company, you want to work on more lawns this summer, that's what we need to do. Like, that's what SEO and PPC and every other channel that you prioritize in your marketing should be doing for you. Traffic and rankings. Sometimes you get caught up in that. It's easy to get caught up in that, but at the end of the day, it's like, that bottom line that you really need to focus on.

07:25 - I think if you can get to that level of specificity, you're on your way, because now you have a desired end state and you can create a strategy to try to accomplish that. But the first thing you need to do is really benchmark where you're at today and compare current state versus that future desired state.

32:24 - When you're doing SEO strategy, what's that business level outcome that you want to drive? You have to measure appropriately. You have to focus on the right user needs that are aligned with that outcome. And then finally you need to put in the reps and the work to provide the best solution to the user need. And that's really all it is.

Contact

Ben Page

Ray Sawvell

Blake John

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