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Presented by Rachaelle Lynn Founder, Just Happy Hours Senior SEO Marketing Manager, Planview

Learn how SEO can help your business gain top positioning in search results, provide value across the buyer's journey, and maximize marketing resources. Presented by Rachaelle Lynn, Founder of Just Happy Hours and Senior SEO Marketing Manager at Planview.

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Presented by Rachaelle Lynn Founder, Just Happy Hours Senior SEO Marketing Manager, Planview

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  1. SEO and the Buyer’s Journey Presented by Rachaelle Lynn Founder, Just Happy Hours Senior SEO Marketing Manager, Planview just_happy_hours JustHappyHours.com 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…”

  3. THE OLD WAY OF SEARCH & CONTENTSEO Is Part of the Content Creation Assembly Line RESEARCH CREATE PUBLISH SEO PROMOTION MEASURE

  4. THE NEW WAY OF SEARCH & CONTENTSearch Intelligence Is Part of Each Step of the Process RESEARCH CREATE PUBLISH CUSTOMER NEED PROMOTION MEASURE Why make this transition?

  5. Providing value across the buyer’s journey What are some of the key trends across my industry? PRE-CONSIDERATION Do I even need project portfolio management software? EARLY STAGE Which PPM software is best for my needs? MID-STAGE I know what I need and I’m ready to purchase. LATE STAGE I’ve purchased software. Help me use it. POST-PURCHASE

  6. Overcoming User Confusion What’s the name of that company again? Well, the CXO said to find “project portfolio management” Answer Box

  7. Mobile Optimization • Mobile optimization • 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”

  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

  9. Thank you! Rachaelle Lynn Founder, Just Happy Hours Senior SEO Marketing Manager, Planview just_happy_hours JustHappyHours.com JustHappyHours

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