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How to Position Your B2B Brand for Search: Garrett Mehrguth on Marketing Smarts [Podcast] – MarketingProfs.com
hosted by Kerry O’Shea Gorgone
Garrett Mehrguth thinks about search engine optimization (SEO) a bit differently. He focuses not just on keywords and conversions, but on brand awareness.
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His approach to SEO at Directive Consulting, the lead generation-based search marketing company he co-founded, has dramatically increased the company’s own pipeline and helped clients grow their businesses as well.
The agency caters to B2B SaaS enterprises, for which traditional SEO experts wouldn’t consider brand an essential part of the mix for search ranking. But by focusing on building brand awareness through SEO, Garrett argues, you get discovered by people who are looking for exactly what you offer.
I invited Garrett to Marketing Smarts to talk about why it’s nearly impossible today to rank for organic search terms, and to explain how you can position your B2B brand for search.
Here are just a few highlights from our conversation.
Build brand awareness among people with intent (01:49) “The old way, there was this idea that people have to see you in a magazine ad, hear you on the radio, see you on the TV, or whatever…and then, once they know about you, there was no Internet, so there was no way to go out and do your own research. You would literally have to be told what you wanted, and then you’d see it due to product placement, and you would purchase.
“The new funnel works really differently. You and I, we have a need. ‘I need to do X.’ ‘I want X.’ ‘I need help with Y.’ So we have intent and we search and we evaluate. And now we become aware of our options.
The old way was that you would make people aware without intent. And marketers are doing that today. What’s happening is their cost per acquisition is skyrocketing because they have this idea that you make someone aware of you, then they give you their email, and then you turn them from a lead into an opportunity and, eventually, a customer. What if you could cut out the middle part?
“This is based on a customer acquisition cost and an LTV (lifetime value) model. If you put these things into actual financial models, what you find is lead gen, when there’s no intent, is really, really expensive from a cost per opportunity or a cost per deal standpoint. You can get a thousand leads, but if there’s no purchase intent, you’re wasting your money.”
Converting leads from content can be challenging, so focus your SEO on building brand awareness (03:27) “It’s a lot harder than people think to turn a whitepaper lead into a proposal. It just is. And people say, ‘Well, my sales development team really needs them.’ Yeah, but ZoomInfo is 99 cents and theoretically the person who wanted your whitepaper doesn’t read it. Ask your development team, because if they call and talk to these people, they’ll tell you they haven’t read the whitepaper yet. That’s the number one feedback you’ll get.
“And they have no more intent than if you just bought the lead from ZoomInfo, and you paid $17 to get it from LinkedIn. Why pay 17x more for a lead if it has the same purchase intent?
“At Directive, we do SEO and PPC for software companies. I know that my total adjustable market is around 60,000 marketers in software. So why don’t I just build my firmographics and my psychographics on LinkedIn? Then, instead of running traditional in-feed news ads, run spotlight and text ads, get 10 impressions on my ideal customer persona—each, so 600,000 impressions. That’ll cost me only like $2,000.
“Make sure every one of them knows me. And then position myself on a search engine so if they search for an SEO agency, a PPC agency, a SaaS agency, a marketing agency, a digital marketing agency…I show up. And then, when I show up and they’ve heard of me before, now I’m one of the three people they’re talking to. Then, hopefully, because of my positioning, I’ll have a better value proposition than anyone else and I’ll close the deal.”
Stop trying to reach executives and focus on your champions (10:37): “The biggest mistake in B2B marketing is the thought that I need to speak to the decision-maker. It’s the number one mistake I see everyone making. Who you need to speak to is your point of contact, and that’s never the decision-maker in B2B. Your champion is more important than your decision-maker…. Your marketing has to speak to your champion, who will be your future point of contact…. Your sales material is for decision-makers, your marketing material is for your champions.”
To learn more, visit DirectiveConsulting.com. You can also follow Garrett on Twitter at @gmehrguth.
Garrett and I talked about much more, including why thinking about your brand instead of your website is a huge mistake, and how you need to create a human experience or point of contact as soon as you recognize intent, so listen to the entire show, which you can do above, or download the mp3 and listen at your convenience. Of course, you can also subscribe to the Marketing Smarts podcast in iTunes or via RSS and never miss an episode!
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Published on March 26, 2020
Garret Mehrguth, a co-founder and the chief executive officer of search marketing agency Directive. Follow Garrett on Twitter: @gmehrguth.
Kerry O’Shea Gorgone is senior editor and writer at Appfire. She co-hosts The Backpack Show LIVE with Chris Brogan and Punch Out With Katie and Kerry, and serves as Consigliere and Showrunner for Chris Brogan Media. Once upon a time, Kerry was a lawyer (number one in her class at Suffolk University Law School).
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Google Trends: How To Use It For SEO & Content Marketing – Search Engine Journal
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Google Trends offers insights into how users search, in this guide we cover advanced methods to leverage Google Trends for SEO and content planning
Google Trends is a Google tool that offers a wealth of information that is useful for SEO and content creation.
From real-time search trends to related queries and category insights, Google Trends offers marketers plenty of opportunities to hone their strategy and optimize for better performance.
This article will act as an in-depth guide to Google Trends, covering everything you need to know to leverage it for SEO and content marketing.
You’ll learn what it is, how it’s different from other keyword tools, and what methods you can use to get the most out of Google Trends, so you can grow your traffic and get ahead.
Let’s get started.
[Free Download:] Top PPC trends to shape your 2024 strategy
Google Trends is a tool for analyzing search queries that shows search trends over a period of time, depicted in a graph.
It offers the ability to compare up to five keyword search terms and to tune the results by geographic location, topic, time period, and search surface (image, news, shopping, and video).
There are four selectable ways to customize the keyword data:
Keyword search trends can further be segmented by the following eight time settings:
Google Trends is different from third-party keyword research tools in that it lacks keyword search volume data.
It shows the number of search queries made in percentages on a scale of 0 to 100.
Third-party paid SEO tools do show keyword volumes, but they are only estimates.
Generally, third-party reporting tools purchase data from other providers and then create statistical estimates based on that data. The data providers tend to be software companies that collect anonymous search data from their users.
Google Trends data is derived from a sampling of Google’s actual search data, making it the most accurate keyword search data available. Google Trends uses sampling because the actual volume of data numbers is in the billions and is too much to process.
However, Google reassures that the sampling is representative of actual search volume.
Google explains:
“While only a sample of Google searches are used in Google Trends, this is sufficient because we handle billions of searches per day.
Providing access to the entire data set would be too large to process quickly.
By sampling data, we can look at a dataset representative of all Google searches, while finding insights that can be processed within minutes of an event happening in the real world.”
Although Google Trends doesn’t provide keyword volume data, the tool does provide keyword volume data expressed as a percentage, with 100% representing the highest amount of traffic for the given period of time.
That percentage data can be compared with other keywords with known search volumes.
Known search volumes can be obtained by selecting keyword phrases from Google’s trending searches report, which can itself be tuned to specific geographic areas.
Thus, comparing keywords from the trending searches report against those with unknown search volumes will show an accurate representation of actual keyword volume.
There are two ways to identify trending searches: through Google’s “trending now” webpage and through the Google Trends Explore tool.
Trending now shows the top twenty daily search trends for the current day.
One can click a navigation button to see realtime search trends:
Next, one can select the appropriate country:
Then select the appropriate category:
The available categories to choose from are:
Trending now shows actual top trending keywords. The keywords that are displayed are selected by the Google Trends algorithm.
The second way to find trending keywords is to use the Explore Google Trends tool and set the time period to something relatively recent.
The best time periods to select in order to explore trending searches are:
Something to keep in mind with this second method is that one has to select keywords to explore.
This method will show whether or not those keywords are trending.
[Discover:] Expert insights & actionable tips for PPC in 2024
There are many ways to manipulate the various filters to extract actionable search query data.
One can even use Google Trends to discover new keyword phrases to target.
Google Trends responds to search operators, which change the data that is shown.
There are four search operators:
Related: How To Do Keyword Research For SEO
There are two general ways to look at the keyword data: stretched across over longer periods of time and viewing search interest by shorter time periods.
Long Period Trends
You can set Google Trends to show you the traffic trends stretching back to 2004. This is valuable for showing you the audience trends.
For example, review this five-year trend for WordPress the search term, WordPress the software, and WordPress.org:
There’s a clear downward trend for WordPress in two variations, while the third keyword, WordPress.org, has low search volume overall.
The downward trend is more pronounced when viewed from a longer period than five years:
The downward trend extends to related phrases such as:
There are many reasons why search trends go down. It can be that people have lost interest, the interest went somewhere else, or the trend is obsolete.
The digital camera product category is a good example of a downward spiral caused by a product losing search interest because another product disrupted demand.
Knowing which way the wind is blowing could help a content marketer or publisher understand when it’s time to bail on a topic or product category and to pivot to upward-trending ones.
Related: Content Marketing: The Ultimate Beginner’s Guide
Google Trends has two great features, one called “related topics” and the other called “related queries.”
Topics
Related topics show up when investigating one keyword phrase. It doesn’t show when comparing multiple keyword phrases.
Related topics are search queries that share a concept.
Identifying related topics that are trending upwards is useful for learning how an audience or consumer demand is shifting.
This information can, in turn, provide ideas for content generation or new product selections.
According to Google:
“Related Topics
Users searching for your term also searched for these topics.
You Can View by the Following Metrics
Top – The most popular topics. Scoring is on a relative scale where a value of 100 is the most commonly searched topic and a value of 50 is a topic searched half as often as the most popular term, and so on.
Rising – Related topics with the biggest increase in search frequency since the last time period.
Results marked “Breakout” had a tremendous increase, probably because these topics are new and had few (if any) prior searches.”
Related Queries
The description of related queries is similar to that of the related topics.
Top queries are generally the most popular searches. Rising queries are queries that are becoming popular.
The data from rising queries are great for staying ahead of the competition.
Viewing keyword trends in the short view, such as the 90-day or even 30-day view, can reveal valuable insights for capitalizing on rapidly changing search trends.
There is a ton of traffic in Google Discover as well as in Google News.
Google Discover shows websites on topics related to user interests. This tends to show recently published sites, but it also shows evergreen content, too.
Google News is of the moment in terms of current events.
Sites that target either of those traffic channels benefit from knowing what the short-term trends are.
A benefit of viewing short-term trends (30 days and 90 days) is that certain days of the week stand out when those searches are popular.
Knowing which days of the week interest spikes for a given topic can help in planning when to publish certain kinds of topics, so the content is right there when the audience is searching for it.
Google Trends has the functionality to narrow keyword search query inventory according to category topics.
This provides more accurate keyword data.
The Categories tab is important because it refines your keyword research to the correct context.
If your keyword context is automobiles, then it makes sense to appropriately refine Google Trends to show just the data for the context of auto.
The category to choose for the topic of automobiles could either be Shopping or Autos & Vehicles.
By narrowing the Google Trends data by category, you will be able to find more accurate information related to the topics you are researching for content within the correct context.
Google Trends keyword information by geographic location can be used for determining what areas are the best to outreach to for site promotion or for tailoring the content to specific regions.
For example, if certain kinds of products are popular in Washington D.C. and Texas, it makes sense to aim promotional activity and localized content to those areas.
In fact, it might be useful to focus link building promotional activities in those areas first since the interest is higher in those parts of the country.
Keyword popularity information by region is valuable for link building, content creation, content promotion, and pay-per-click.
Localizing content (and promoting that content) can make it more relevant to the people interested in that content (or product).
Google ranks pages according to who it’s most relevant, so incorporating geographic nuance into your content can help it rank for the most people.
Google Trends allows you to further refine the keyword data by segmenting it by the type of search the data comes from – the search type.
Refining your Google Trends research by the type of search allows you to remove the “noise” that might be making your keyword research fuzzy and help it become more accurate and meaningful.
Google Trends data can be refined by:
YouTube search is a fantastic way to identify search trends for content with the word “how” because many people search on YouTube using phrases with the words “how” in them.
Although these are searches conducted on YouTube, the trends data is useful because it shows what users are looking for.
A Google Trends search for how, what, where, when, why, and who shows that search queries beginning with the word “how” are by far the most popular on YouTube.
Drilling down a bit, I did the same search with a little change to see what that “how” keyword is about.
I swapped out the keyword “how” for the exact match keyword of “how to,” which will show the number of users searching with phrases containing the keywords “how to” in that exact order.
The search trend patterns in Google News are significantly different from those on YouTube.
Audiences, when searching, want to know the “what” and “how” types of information in Google News.
These are examples of how to dig around in Google Trends to find insights, and it doesn’t mean that every news article should be about “what” or “how.”
There are many hidden insights about how people search that can be discovered by selecting the search type and the category from the drop-down menus.
For example, I have found that YouTube search shows more relevant “related topics” and “related queries” data than researching with web search selected.
Give the search type selections a try because the information provided may be more accurate and actionable than the potentially more noisy web search version.
[Recommended Read] → PPC Trends 2024
Google Trends offers many insights about how users search that are useful for SEO and content planning purposes.
There’s a small learning curve to using it, but it’s not that hard to learn and become an expert.
Give Google Trends a try and learn more about how audiences are searching.
More resources:
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The Importance of an SEO Audit with Brian Harnish [PODCAST] – Search Engine Journal
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Brian Harnish talks about how to approach SEO audits today and some tips for delivering reports that drive the most business value for clients.
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For episode 199 of The Search Engine Journal Show, I had the opportunity to interview Brian Harnish, Sr. SEO Analyst at Bruce Clay, Inc.
Harnish talks about the common problem areas he encounters when conducting SEO audits, how to deliver an audit that drives the most business value, and more.![The Importance of an SEO Audit with Brian Harnish [PODCAST]](https://www.searchenginejournal.com/wp-content/uploads/2020/06/the-importance-of-an-seo-audit-with-brian-harnish-podcast-5ee0d3bf0cac6.png)
Brian Harnish (BH): The way we typically approach audit at Bruce Clay, is we are looking at these client sites from the keyword traffic rankings perspective at first.
But we also look at the technical, under-the-hood kind of stuff, which is also very important.
We look at content, schema, and all sorts of specifics that are important to achieving high ranking.
If a site is suffering, looking at those in a deeper level can really uncover significant issues that the client would never have uncovered because they are not as technical.
So with audits, they are aimed at really delivering that specific value.
Brent Csutoras (BC): Do you feel like audits today really need to be focused in on like specific areas (for instance ranking or content)? Do you feel like the audits need to be focused or do you think that audit still should cover all aspects of SEO and marketing when it comes to a project or an analysis?
BH: Let me expand a little bit. When I do an audit, I am looking at really the entire picture.
But really in the end, if no issues are found, I’m not going to include a line that says, “I checked this. I checked this. I checked this.”
If everything’s fine in terms of that standpoint, what I’ll do is remove them from the audit.
But the overall picture of the site health is just as important as some of these other areas.
And if you have one area say like the robots.txt, for example, blocking everything from being crawled, you don’t want to ignore that at one point and then give a hundred of other issues that need to be fixed.
In that example, a hundred other issues are not going to be much of an impact if Google can’t crawl or index a site, right?
Looking at the totality of things and eliminating stuff, if everything looks good is the better approach.
BH: What I tend to do is I won’t go through 100 lines and say, “You’re doing great. Doing great. Doing great.”
That’s repetitive, but what I like focusing on are some of the more impactful factors.
And if the client is doing good or bad, if they’re doing the job and we don’t need to do anything, then we tell them that.
So there has been an audit in the past at Bruce Clay where we have done just that.
We’ve been through the client site, and we didn’t find too many issues, but in that case, that really doesn’t make a whole lot of sense to just have 100 lines in an audit to say, “Checked this, checked this, checked this.”
BC: Sure. But you would say that having a summary that speaks to that would be beneficial?
BH: Exactly. Absolutely. As well as communicating the business value of it.
BH: Well, audits are approximately 100-120 pages long or more depending on the website itself.
So we do the deep dive, the audits specifically our deep dive audits.
Not necessarily for getting clients onto other services or whatever it’s providing that value within the audit with those 120 points. Because we seldom get a client that actually doesn’t have significant issues with the site.
And one of the biggest issues that I always run into when it comes to a site audit, it’s PageSpeed.
They have some sense of PageSpeed but they have no idea how to optimize it.
They probably haven’t even checked Google PageSpeed Insights or any other tool on their site.
And we come back with 10-15 seconds load time and huge images on their pages, and that’s one of the issues that are generally uncovered by the audit.
The one thing that I’ve run into as well with these types of deep-dive audits is the fact that they help set a baseline of where the client’s at right now and how we can start moving forward with anything else that needs to happen in order to increase those results.
BH: Really, there are several.
Number one, keywords.
There have been situations where clients are not focusing on the correct keyword phrases that are going to bring in traffic and it would generally be fairly simple for them to actually find something like this.
But sometimes, clients are so in the weeds on the website that they haven’t checked out other alternative keyword phrases or have even been able to actually uncover those specific opportunities.
And that’s one of the first things that I’m looking at and what’s going to bring in traffic for them as a result of the efforts when everything’s done and completed.
Something else that I always find some issue on are links.
So one of the things that I do as part of almost every audit is the link is generally a surface level link profile analysis.
And it’s a basic analysis that will reveal how bad or spammy the client link profile looked compared to say a normal link profile should be according to specific best practices.
Another area that I also find issues on a regular basis is content.
You have a lot of the client’s sites that are designed by developers who want the pretty look they don’t like a lot of text.
And they don’t want to see all these words on the page that are going to have a negative impact on their visual creation, right?
Generally, they are very protective of that. And it’s up to us as SEOs, I think to really communicate the value of that content.
One of the things I do want to stress as well is that longer content is not necessarily the be-all-end-all, and can help make a difference in some cases, but a deeper analysis is necessary in those cases to really determine if that’s going to move the needle to not.
And then finally would be the deep technical dive into technical issues…
CEOs and business owners, they don’t have access to the back end of the website. So they can’t exactly do developmental oversight on some of the websites where major issues had actually cropped up that shouldn’t have because the oversight was not in place.
For example, stuff like redirects with .htaccess or like what I refer to as conditional redirect or things in Google Analytics…
Google Analytics, for example. Some common issues that arise from lack of developer oversight are UTM tags, URLs, creating duplicate content and things like no annotation being handled in Google Analytics.
So if you don’t have annotations, how are you going to know what changes occurred? What if somebody else takes over the site later?
They won’t know.
BH: One of the things that I do in my audits is that they have an executive summary that’s probably 2-3 pages long.
That gives you a summary of the most critical issues on the site. And usually, that’s what people are going to read from a tactical standpoint.
It’s a bulleted type thing, that’s a story basically… It’s important to communicate the business value of it.
If you don’t have data with no information on the kind of impact that it’s going to have after implementation, then their eyes are going to glaze over basically.
BH: I would say first of all it would be the delivery of the audit deliverables with the actual audit itself, any accompanying spreadsheet and data, and then do a presentation-style meeting that goes through the audit step by step.
It wouldn’t necessarily be going to every single issue since that would take all day for a 450-page audit.
It would probably be an hour-long presentation of slides that are distilled down to the most important parts – the most impactful ones that are going to drive the most business value, including things like keywords, content.
And probably maybe the first half of the technical issues that are the most important that are all going to drive significant value.
It really just depends on the client and how SEO-savvy they are in that regard.
If you’re delivering an audit to somebody who is a CEO, they are either going to glaze over something like that kind of a presentation.
So it’s really important to deliver an audit that speaks to business people, but also that doesn’t get too technically in the weeds.
Otherwise, you’re probably going to lose their attention and not get the thing that you want implemented at the end of the day.
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Hannah Seo Archives – Popular Science
Contributor, Science
Hannah Seo is a science contributor at Popular Science. She started as an intern in 2020 and has since regularly contributed to both Popular Science’s website and quarterly magazine. Hannah’s reporting has covered everything from COVID-19 to rare archeological finds, and they’re always down to talk about quirky marine creatures or the mysteries of neuropsychology. Though she is Canadian, Hannah is currently based in Brooklyn, New York.
Hannah has been a freelance science journalist for just over a year. In that time their work has appeared in major publications such as Wired, Scientific American, The Atlantic, Discover Magazine, and Atlas Obscura, among others. She has written about everything from Indigenous harvest rights, deep ocean migration, and the necessities of small talk for our social well being. Hannah is also a part-time assistant editor for Environmental Health News, a non-profit newsroom dedicated to covering topics such as toxics, pollution, and environmental justice. She also assists with EHN’s affiliated program Agents of Change, which aims to amplify the voices of researchers working on issues related to environmental justice. She has also worked as a podcast script writer, crafting stories for podcasts like 20 Thousand Hertz and Wondery’s American Innovations. She has been invited on podcasts like The Big Story, and to corporate town hall events to speak about her work.
Hannah graduated from McGill University in Montreal, Canada with a bachelor’s degree, double majoring in cell biology and English literature. She later got a master’s degree from NYU, graduating from their science, health, and environmental reporting program.
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Updating Content, News SEO, Time on Site & More with Loren Baker [PODCAST] – Search Engine Journal
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Search Engine Journal Founder Loren Baker on what’s working in SEO and content, managing an agency during a pandemic, and the best link building tool.
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“I think from an agency perspective, it’s always a positive to be able to have empathy for your clients and work through that.
Now at the same time, when you do run a digital agency, you have mouths to feed.
So it’s not as easy as signing contracts, doing the work, and getting checks coming in. You have a lot of more responsibilities than you do when you’re a consultant.
When you’re a consultant, you have yourself and your own family.
We have 30+ on staff. It’s a lot of dinners. It’s lot of kids. It’s a lot of trying to figure out how people live and how it affects them.
So luckily, going through this, we were able to bring on some new work as well, and some new clients as well.
Some of them were surprises and some of them were companies that actually did quite well through this pandemic and are still doing so. So that was really good to see.
I think we’re blessed from that perspective.”
Today marks the 200th episode of The Search Engine Journal Show and what better way to celebrate this milestone than having Loren Baker, the Founder of Search Engine Journal, as a guest.
In June 2003, Loren launched Search Engine Journal on Blogspot as a personal project.
Fast-forward 17 years later, Search Engine Journal has survived to become an influential media channel in the digital marketing industry.
Get to know Loren Baker better in this edition of the podcast.
Aside from being Founder of Search Engine Journal and Advisor for Alpha Brand Media (SEJ’s parent company), Loren is also Co-Founder and VP at Foundation Digital, a boutique digital marketing and PR agency.
In a past life, he used to teach English in Japan as well as Brazil for several years.
He has also spoken at pretty much every conference you can think of and won a ton of awards, including U.S. Search Awards, PR Daily Awards, and The Drum Search Awards.
Want to know what works in SEO and content right now, how to manage a digital agency during a pandemic, and what’s the best link building tool out there?
Listen to this episode to learn all this and more.
How to connect with Loren Baker:
Twitter | LinkedIn | FoundationDigital.com
This show was streamed live on Facebook and YouTube.
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Image Credits
Featured Image: Paulo Bobita
Danny Goodwin is the former Executive Editor of Search Engine Journal. He formerly was managing editor of Momentology and editor …
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