<< by on August 15th, 2013
I’m at day 2 of B2BLeadsCon in New York, and the first session of the day was a topic near and dear to my heart: lead generation through organic search. The session was presented by Jim McKinley of 360Partners and Ric Dragon of DragonSearch.
What I found really refreshing about this session was, because B2BLeadsCon is all about generating leads, that with any ongoing SEO program it’s so incredibly important to keep your eye on the prize – focus on how SEO is helping you achieve your business goals and drive revenue, not how much traffic you get, how high you rank, or even how many leads you generate (which doesn’t matter if the leads are unqualified and don’t plan on buying from you).
Old SEO vs. New SEO
Jim discussed old SEO vs. new SEO. “Old school” SEO focused on getting traffic now. All traffic is good traffic, and the more traffic the better. The old tactical focus was “chasing” or “gaming” the algorithm, and the dominate trends were:
- Search algorithms were not that sophisticated and easily gamed
- Markets were not as highly competitive
- Users had low expectations about what they wanted in a search experience
The dominate trends in new SEO, though, are:
- More sophisticated algorithm (Panda and Penguin updates have weeded out low quality search results)
- More competitive markets
- Users have a much higher expectation – you have 1/20th of a second to make an impression on a user
- More traffic does not = more customers or revenue
So, unlike New Coke, new SEO is the winning formula. Position in search results still matters, but brands have an opportunity to own more real estate on the search results page using rich snippets, optimize metadata in their content to drive higher quality clicks, and optimize content for keywords that map to the appropriate stages in the buying funnel.
Keep Calm and Act Natural
Ric emphasized the importance of natural SEO practices and relevancy. Optimize content for keywords that are most relevant to what users are searching for (think about searcher intent when determining what keywords to optimize for and map those keywords to the buying funnel).
He also addressed Penguin updates that go after link building schemes. Penguin did not kill link building. Don’t focus on building as many over-optimized, keyword-heavy anchor text links as possible. The emphasis should be on natural links, not artificial ones.
Did you attend B2BLeadsCon? What were your biggest takeaways from this session?