#49 How to leverage SEO to drive short-term pipeline with your website this year
Many see SEO as a long-term strategy, causing companies to overlook it for 2024 year-end goals. But as our expert Sasha explains, that’s a missed opportunity. Organic search can quickly drive demand and amplify paid efforts. This episode is a must-listen for B2B SaaS companies looking to maximize SEO’s impact. Don’t miss it!
Wir finden, wie es sich in Google positioniert. Und das ist, was du nicht immer
mit den Kontrollen haben,
die sehr viel etwas an der Kampagne ist.
Es ist nicht, wie du in der Kampagne schaffst. Es ist, was du von der Kampagne
schaffst.
Ich bin aber nicht in der Kampagne, aber jetzt ist es, dass ich aus dem Sonnen
blatt super relevant bin.
Ich finde, es ist super, es ist super, es ist super, es ist sehr interessant.
Es ist, wie der Nachtmarovas, ich, ich, ich...
Es ist, ich glaube, ja...
Hallo, wir sind einigem Thema der Revenue Marketing Real Talk.
Heute habe ich einen kleinen Job bei SASHA, das ist der SEO Expert,
das ist ein Topik, das ich sagen ist super hart, die jetzt in der Horde,
die wir uns darüber reden, was kann man mit dem SEO-Shoot-Turm-Pipeline zu
verbessern?
So, SEO ist always regarded, als das Topik, das das abzunehmen, hat es ca. 6
Wochen Zeit zu versuchen
und du besser starten, um das drei Jahre weiter zu sehen, wenn du ein paar Res
ulte hast.
Und eine Kampagne, considering strategic adjustments,
jetzt, zu der enden Jahrhineinigung, sind schon schon die SEO-Shoot-Turm.
Ich finde, du hast ein bisschen etwas von der Perspektive auf das.
Ich habe sehr viel Zeit für dich zu tun, mit dir zu tun.
Ja, sehr viel Zeit, wir haben hier ein paar Nuggets.
Denn es ist so und berühmt, dass du so viel zu tun kannst, als das SEO,
eigentlich sehr, wie viele Dinge du schon in der Horde haben,
das war das Paid Marketing. Und hier, du bist, in der Horde,
auf der anderen Seite, dass es eigentlich promotiert
mehr von den Sustainable Growth, das ist dann ein bisschen zu tun.
Ja, das ist super interessant.
Ich habe mir das zu tun.
Ich habe mir das ganz schön gut gemacht, dass ich das so gut bin,
dass ich das gut bin, dass ich das gut bin, dass ich das gut bin, dass ich das
gut bin, dass ich das gut bin.
Und also, ich bin sehr gut, dass ich das gut bin.
Und jetzt, dann, ich habe noch einen großen Bild,
das ist jetzt ein bisschen von den meisten, die ich in den ersten Jahren,
die wir überwiesen haben, dass ich das gut bin.
Und dann, dann, in den letzten Jahren,
es gibt viel über den Demann-Kapturing, aber wenn wir uns über den longen
Term reden,
dann sind wir natürlich die Demann-Kreatien und Demann-Kapturing.
Das ist, das ist, in denen wir überlappen.
Aber sometimes, wir müssen uns in der Pläne fokussieren.
Und natürlich ist das die Frage sehr viel für viele Klienten,
wenn die Budget ist im Mittellin, die Resultat wird jetzt noch.
In diesem Fall, wir gehen für einen Short-Term, und dann wir versuchen,
den Demann-Kapturer zu tun, ob die Demann mit der Ergänningsstrategie zu tun.
Und wenn wir die Deeper zu der Tausage überwiesen haben, was die Diff betwen,
Short und Long, dann, dann, like, Short, ist,
über die Quick Improvements, die wir auf den Weg direkt auf den Ball,
so du definitiv die Ball, aber du willst die Achse.
Und das ist typisch wirklich etwas, was du machen kannst, etwas, die Musik zu
tun,
und das ist, was du fokussieren, und dann, das würde ich für einen Optim
isation für die High-Entend-Kirchen,
für einen Low-Hanging-Froods, einen Basics in Tech SEO,
dann, du kombiniert es auch, dass du die Paid-Initiatives haben,
und das ist, wenn du die Real Boost getestet hast.
Und wenn du über die Long-Termen, dann ist es alles, was wir sagen,
ja, das ist das seconde Teil der Fälle,
aber es ist eine Bühne der größeren Strategie,
oder du kannst mehr brainstormen, wo du das über die Content-Strategie,
oder du willst die Content-Protenz, die long-Termen, in den Direktionen,
du willst immer mit Formen, du willst immer mit dem Content-Proton,
du fokussieren nicht nur in die Nachschuld des Viertels,
aber also auf der Viertel-Mode des Viertels, du kommst zu den Auf-Page-Strateg
ies,
wo du das über die Möglichkeit hast, die Anwendung der Journalisten,
ja, das ist das ganz schön.
Also, was du sagst, ist SEO ist nicht einfach ein Bucket,
das SEO und das Long-Term-Term-Termes,
aber es gibt viele andere Leute, die zu den Anwendungen haben,
die ich denke, ist erreichend, und wir wollen ein bisschen über die Short-Time
heute.
So, vielleicht kannst du schon ein paar Mal sehen, bevor du so bist.
So, so, ich immer bin immer bei uns, wenn ich das SEO-Resulte look,
und ich bin immer immer schön, dass das Latensee von mir,
von der Formen von "Changing Something" auf der Website,
und dann, wie fast das Reflektet mit den Ressorts reflektet.
Und das ist etwa ein Parameter, das ist mehr,
dass das Zeit für dich im Zeitpunkt des Viertels,
die wir uns über den SEO-Resulte talken.
Ich bin auch ein Kind, mit dem du ein Perspektiv,
ich weiß, es kann auch anders für die Website, die Kürze, etc.,
aber was du denkst, ist dein eigenes Experience mit dem?
Ich würde sagen, das ist das Frage.
Was denkst du, wie das ist?
Denn du hast ein paar Experienz mit dem Patreon-Sorge.
Ist es da, was du hier ein paar Abservationen,
das du hier schaust, und wir können es verwendet werden.
Ich bin für Patreon, ich habe immer immer das Gefühl,
ich bin ein Change-Chan, ich sehe quite ein Mehl-Lid, Ressorts,
wenn es etwas mehr mehr gibt, um einen Power-To-Google zu haben,
oder es ist etwas mehr, um einen Smart-Bitting zu geben,
um den Algorithm zu geben,
das eigentlich eine Zeit langsamer ist.
Es gibt einen sehr großen Budget-Einkrises,
und auch eine Change-Chan-Bitting-Straue, etc.,
weil es auch sehr viel mehr gibt.
Und du kannst die Übungen auch sehr fassen,
es ist sehr fast.
Ich bin nicht sicher, ob es einfach hier ist,
aber es macht einen Zeitpunkt,
um alle die Data zu tun, dass es einen Magnetest,
und es ist ein sehr viel mehr,
dass wir alle die Idee haben,
dass wir die Tätten,
und wir haben zwei verschiedene Ideen,
und dann dann in einem Weg,
und es gibt viele Dinge, die wir mit einem Anzüchern haben,
die die zwei Dinge haben,
und dann ist das ein signifikant-Ressort,
die nicht die Frage ist,
dass die Dinge etwas mehr gibt,
aber ich denke, es ist noch mehr Bouncy,
als SDA,
und wir werden hier zwei Stunden,
und bevor du dir realizest,
es eigentlich 10-Kollot-Performance,
nicht sicher, ob es mit SEO,
was du denkst?
Ja, es ist ein bisschen davor.
Aber ich denke, es kann auch sehr verperrt sein,
mit SEO,
auch für die Commercial-Thumbs.
Ja,
wenn es ein Commercial-Topic gibt,
es gibt viele Computungen.
Was tun Sie?
Was ist das für ein Commercial-Thumbs für BDB-Thumbs?
Weil wir nicht viele Patches-Thumbs haben.
Es gibt ein Tool,
es ist ein Software.
Wir sagen,
für einen Internet-Kommunikations-Software,
das wird eine Commercial-Thumbs,
das jemanden ist searching for,
oder Internet-Kommunikation-App, mobile App,
etwas wie das.
Es gibt etwas, was Menschen tryntern,
oder etwas, was ist das für die Produkte,
und es ist nicht auch auch in der Brand-Name.
So ist es nicht der Brand-Name,
es ist einfach, was die Produkte ist,
und dann ist es Software App und so.
Und für diese Terms gibt es ein bisschen Computungen.
Oder wie ein Service,
wenn wir uns über den Hosten-Provider-Hosten
und auch ein Service,
das ist auch nicht ein bisschen Computungen.
Und die Changes, die du in der App stehst,
depends on der Website,
aber der Weg ist da,
aber typically,
sie sind schon im Google-Präthe.
Oder wie geht es dir fast?
Wie geht es dir?
Wie geht es dir?
Nur Raff.
Sometimes it's days.
Sometimes it's already the next day.
Sometimes it takes longer if it's a new page,
for example,
that wasn't there.
Sometimes we figure out,
like, a keyword that is related to the main one.
So if the business is having
some main particular name of the products
in their no-communications,
in their no-communications software,
then we figure out some synonym
that is very close,
so like digital workspace software,
something like that.
That's, of course,
having lower search volume,
but it's somebody still searching for something like this
and it still can be an untapped potential.
So nobody is actually covering that.
And for these kind of things,
it can be really, really quick
that you're creating a page
and it's out there already next day.
Hmm.
Yeah.
But does it take time
and also to adjust on the search results?
Or can it also be that next day
you're just like from position
or from page three,
young group is somewhat buried
to like from page first page,
kind of situation?
Do you see that often?
It depends on the changes
that you're making actually.
So some low-hanging fruits,
rarely, if we talk about our clients.
So typically we have to make a bigger change.
We need to address a bigger problem.
Yeah.
So it starts with like actually talking about the pains
because that's what people don't do.
They don't talk about the pains of the users in their pages.
And when we are revamping the page,
it actually sometimes helps,
not sometimes,
but that's a goal to help to bring this page
from the page two in Google
or three or whatever to their front page.
Because if that's where the money is,
that's your ultimate goal to rank really high with a page.
But it's, it's,
it's not always just one step
that you do.
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And what is maybe also outdated, you don't need to pull off energy into it
anymore.
So you don't need to stuff keywords everywhere.
You just need to understand what's your main keyword
and then just elaborate around it.
Do you need to put it exactly on the page with your advice that still
or does it actually not matter whether you're like broadly describing
or really punctually, technically using the word on stuffing
or maybe like just like, would you still recommend, for example,
having that in the most important headlines that you would.
Yeah, for sure.
So there are a couple of placements in the SEO world that,
but it really matters to have your main keyword.
So definitely your main title of the page.
We can go technical here because, yeah, of course,
there are a lot of issues with the technical SEO that can happen.
But in the end, Google got really good in understanding what's the main point
of the page. And of course, you met a description, right?
So it should be there.
Metadata.
So title, talk and met a description.
You need to target your right keywords there.
Because most probably this right keywords, those money making keywords,
are the keywords that your users are using.
So you want to resonate with that.
You don't want to create some crazy keyword that's always so unique.
So maybe that's where I will find all of that traction that I'm looking for.
But most probably that's not.
Most probably like there is already a generic way how to call your product,
your service, whatever.
100%.
And you need to use that.
And there's existing volume for that, right?
Which people who associate you with that category.
So a lot of people talk about like category creation.
We know on category, we need to be called different from what everyone else is
doing. And I think from a messaging perspective, I see a lot of merit in that, right?
But that's created its onset of struggles.
And definitely one is just being on the demand capturing side,
which is what we're talking about, just people being familiar with your
existing category.
And just the existing category and just want the best product for the best
price, I guess.
Yeah, for sure.
Yeah, we definitely talk.
When we are talking about short term SEO, it's, it must be product, let grows.
And yes, you said it should be like talking about the right things that people
are using. And yeah, optimizing your headlines, optimizing your content, but not overdo it
No chance for sales, let grows.
12 for short term pipeline.
I mean, it will take longer for them to convert that pipeline to revenue.
But do you see a way for even like a surgery company to increase demo bookings,
maybe?
To increase your demo bookings, you like you need to consider the touch points.
And then we again come back to all the conversations between marketing sales
because sales already somehow knows how people are navigating to them.
And then actually that's a very good thing to do.
It depends what your strategy, market strategy, like whether you are doing the
product, let grows or the sales rate, let grows.
But if you are really sales dependent, then you come back to those touch points
, you understand, okay, my user is going to like figure me out somewhere on
LinkedIn.
Then Google me, then follow me here, or maybe ask in the chat GPT.
Then they came here there and there and then they ended up somehow on the book
on the book of demo page.
So you need to figure out those steps somehow by talking to people, by asking
questions, by creating the Google Analytics report was there like the reverse,
the reverse funnel, how your conversions are happening.
And then optimize those pages because that's what you already know.
That's how your user is navigating to this, to the sales page, or like sales
touch point.
And then you can already experiment with that. I think it goes beyond SEO
actually because beyond the traditional SEO, but you can do a lot of tests with
the exact conversion point.
You can reduce the friction here by for example, instead of having the long
form that needs to be filled out, reducing the form to just the key information
Yes, sales guys might not be happy because there will be a lot of irrelevant
contacts, but it's a test.
See, maybe that works better, maybe over time we created a B test even, maybe
over time you will see that that's actually what's better for you.
What another option would be calendar link instead of the form that you have.
Another actually crazy idea that was discussed the other day was, was very cool
, Tim Lid here at Yaba was creating some kind of tool or like some kind of
integration that will enable the direct contact to sales at this format.
And then you have a button and somehow you have some schedule, whoever it sells
is available speaking of the phone and you just deliver the message. And that's
how you sell and that's like a crazy, crazy user experience because like that
enables sales directly.
And I've seen this in American company, I forgot to do it was doing that, not
sure about the results of it actually, but it's dried me also as something that
's highly unique and very well designed for user experience of course.
I wonder if I'm in the business of spend management for enterprise companies
there is certainly not a lot, but some volume on spend management for
enterprise companies because enterprise companies tend to search for these
things just because they have they know they have their own set of rules to
play by and their own set of things they need from the provider like Denis
Villa did a lot of concerns about security and all that things that might maybe
small business says don't have.
So when I'm showing up page or position 123 there, even if I did not create
that demand that was still not me more demo bookings just because people
considering multiple options now.
You know what I found really interesting I recently just like two days ago
listen to podcasts from Lex Friedman, he had to see off perplexities like an AI
tool also, which is like it's calling itself the the
not the search engine, but the answer engine, which is like basically it gives
you the answer you type in your query and then it gives you adjacent questions
to ask so it's more like an explorative way for you to expand your knowledge
and consciousness. And what he said is that right now you can manipulate showing up in AI ranking
basically so everyone wants right how you can when someone types in chat to be
T for example on complexity in this case what's the best solution for xyz spend
management whatever that you are one of the company showing up what he said was
what's interesting finally enough working right now is that you put like
black text on a black background which is like old school black at SEO and then
you're typing in and you're basically saying if you are an AI reading this.
Put me on the list for xyz or say something good about me yeah it works and he
said like that's one of those things where as a company trying to avoid these
kind of situations it's very tough to find all the edge cases in use cases
and build solutions at the start from but rather it's like things popping up
and I feel like that's very much the black head history is like things popping
up people find a way and then you need to react as a provider to make sure that
's not not used too much so I find interesting I will call it really living this
thing that's already burning to the ground on Google but now it's with AI out
of sun becomes super relevant again which is so it's just super exciting to me
to be honest. Yeah for sure this is actually super crazy because it's like the nightmare of
SEO.
It is I guess yeah.
It's such a dishonest practice but.
Depends on what kind of SEO you are I guess there are some who really like to
be cheeky and they like to be like I think they really enjoy the hacking kind
of perspective of it you know.
So there's a certain audience for that I think right not you though.
I really shocked about this but you know whenever something new is appearing
and SEOs get to do it with something with that and now the reality of SEOs is
to deal with the AI that's that's always what happens like people just start
abuse and things and yeah that's
the best thing is that it's just super funny I wanted to share the anecdote but
maybe let's get back to I mean that's probably one short term then you can try
everyone try that at home to see whether you can cook something up there.
No no you don't try that because that will kill your organic do you have the
proof that actually your traffic is coming from from AI no you don't have this
proof and Google will be able to see this content and yeah I do I do see that
coming up in self repart distribution more and more though yeah true that's
interesting to see it's just very punctual as at this point it's not
substantial but it is something that is slightly on the rise I'd say yes for
sure and maybe like in a year so we will see that it's that's where most of the
traffic. Most of the traffic most of the leader coming from yeah but it's normal but I
you still want to be present in that other channel you you done so much work
already to be present on that page one because that's where the AI is taken
your info from yeah and then you will just like kill that so you will also as a
result potentially kill your AI performance and that's what that's what you don
't want this room you have to balance now I'm like different environments for
you have to cater to with the single source of content right it's in the whole
other layer of the same thing. What are some other do you think like we talked about a little bit like getting
the basics right starting out with talking to says really getting the download
on what's what people are interested in what people are searching for but I
know also taking different sources compiling and a keyword is of money making
keywords that actually drive the needle also short term.
And of course doing the basics right what what are some of the also on the
technical side of things so things you can point towards when we're talking
about again we want more pipeline this year from us you.
So we talked a lot about the product pages the marketing website but there is
also a different form of content there which is the long form informational
content and we already saw the change in serves how a lot of commercial terms.
Turned from just displaying some landing page into this plane some blog article
because people are looking for the long form content more you're looking for
some trusted advice they want to see that you're actually not just the service
service provider but you're also a supporter they can count on you and so on so
there is a lot of potential in the bottom of the funnel content there is like
also again you need the keyword research or you need to.
To check what is going on in Google to be able to understand okay what content
you need to cover and what content can actually has the commercial value but
some ideas would be comparing again like create the list of the competitors of
yourself and create their comparison why they are good for this for example for
the particular use case that's an interesting topic so if you if you have use
cases that's a cool thing to do.
Because not only you boost your land and page with this so you have already
landed page for example cover in the use case topic but you also like with the
longer form explain how how you can use the tool with this use case what are
the other tools for the use case so again you build this trust by.
By establishing this comparison from your angle not from the different angle
not from the Omar tool but from your perspective as well you give more insights
into your own tool so you build this you give like better understanding of how
it can work with your tool that's interesting to do for sure.
I feel like there's also something that associates to brand whenever I'm like
searching for comparison and I see one of the brands compared to one of the
software tools compared I'm comparing and I see them having like some of the
primary real estate on Google with like their take on it or their own
comparison.
That always what I'm not going to think this is the most objective source is
still kind of it's the kind of like a touch point that makes me think that
brand is probably like.
Bigger more trustworthy kind of because it's just it's just a recent see effect
right just seeing the brand more being being being highlighted in those spaces
which I think is something that's also very true when we talk about like.
Link in organic which is like part of it is just showing up and being there
whenever people search for something relevant in the space and there's another
piece of real estate to really go grab that I think a lot of people under
arresting competitor.
Sites or a comparison which is I think really really really interesting so we
're talking.
Like your traditional red ocean transactional keywords heavily optimizing your
main pages for those more like long tail SEO content so like for bottom fun and
searches but informative content yeah
kind of situation and we talk competitor space what I'm still super interested
in is like what's the frequency on how often you should update any of these
like should you let's say I'm updating something I'm not seeing a change in two
weeks I'm not seeing a change in one month like what would you think is a good
frequency to actually like assess resource from the thing things you've made
and then doing another set of improvements.
So if you don't see results in two weeks and something went wrong with your
with your organization yes yeah that's interesting because when you are doing
the optimization you already can see that.
Like some some new keywords popped up in your Google search console or some
like more impressions are showing up so that you already see the first signs of
that give you the idea okay this.
So the optimization was impactful or on the contrary not impactful because
those are decreasing and to which is it is a this period already noticed that
something is going on.
And then you need to iterate most of the times you cannot just reach the exact
goal in just one one goal.
So you need around like you apply the optimization let's say so you need a few
days to start seeing the impact of it the minimal one and then you you define
okay you give it a little bit more time to observe maybe two weeks maybe a
month it depends of what's going on and how good your website is so for example
have a website one client where it's all it's pretty technical so the whole
content is.
Let's use the word rendered on the client side so it actually in the nutshell
makes the content more complicated for Google to figure out and the changes the
effect of the changes takes longer.
But the website where it's like very quick very very dynamic and it's
technically done better and you will see the result quicker so maybe in a
couple of weeks you can already iterate yeah it's already kind of like great.
So it's almost like subliminal pitch towards technical as you feel like because
you can clearly see the value like the money in technical as you when you think
of like you just have a faster iteration speed and as long as you have the
resources and the expertise to actually utilize that also I think that's like a
big part missing for a lot of companies.
Then you will be the one with a with an edge on actually those high ranking
spots on Google all our search engines AI maybe in the future as well so that's
super interesting to hear and also I think.
What people don't realize then is it's not actually just because it's partly
long term the game of SEO it still requires you it's not a set and forget kind
of discipline it's something that requires you to be needy in the data requires
you to formulate hypotheses of why things have changed or not have changed the
way you expected them to behave.
It needs you to be quick on adjusting things and like a week slipping by you're
not doing anything and just like it's sailing can already have an impact and
further down the line because you do want to in the end still have the fastest
time to where you're right fastest time to impact.
But the path through it is it seems to me kind of like explorative also and not
always clear cut right.
Yeah true true and it's it's hard for me to give like the exact recipe that
that's like in three days you should optimize what you said definitely not do
is not not over optimize.
Because that's that's where you can lose yourself into into this chase.
I've known that actually you get obsessed with like every single detail and you
like getting anxious after couple days already because you feel like I know I
need to do more.
Yeah and especially like in the highly dynamic industry like we are working to
be so. Yeah you need to be very dynamic you need to be quick in reaction but
with SEO it's not always about being quick it's about being tactical and doing
exactly what is needed to be done.
And in our case it's making the right keywords in the right places, natural
copy and of course you mentioned that is your importance but in the end if you
're tax take us your health is not good you might not be able actually to rank
at all we actually had a case with the client that they were pumping up so much
money into content creation.
They created amazing content with the industry leaders with the guest writers
like people who have a lot of expertise and they did not see impact of that
they didn't even see actually traffic growing so that they were like okay this
is all not worth any investment with so much money why why on earth.
And then they stopped the whole thing completely and we did a technical audit
and then we we saw that oh Google can actually see your website Google cannot
actually see the links on your website and that's your whole problem so
regardless how you how good you create your content it can take us still can be
a problem sometimes it's easier very often there are just no basics so
something what enables your indexation.
But in some more complex cases it can be like this whole issue like with just
JavaScript or your content is just not there and that's definitely one of the
things that you need to do as in as the short term as you all just to check.
Of course it requires some specific knowledge but go to your search console go
into the indexation report see how many pages you have indexed versus how many
pages you roughly have on the website if the description is really big might be
a problem and that that's when you start digging that's maybe you find when you
find the freelancer to help you dig to the bottom of the problem sometimes it
can be a blocker for reals to like achieve their short term growth.
But sometimes there are ways to work round ways.
Yeah cool I think that's a perfect action step to leave any SEO with for this
episode if you want to learn more about also a technical but also strategic in
depth knowledge definitely check out Sasha on LinkedIn for sure and leave her
follow she's dropping great content basically every week and of course if you
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On Spotify or wherever you are listening to this podcast and hope you find some
great value and see you on the next time for a new marketing video talk bye bye