The importance of teamwork and workflow is often missing from discussions of SEO success.

So I interviewed 31 people, with titles ranging from Content Specialist to SEO Director, to CEO, and asked them about how teamwork and workflow affect their SEO operations and success.

Why did I do this? Because we can all learn from the experience of others. By understanding what works for others, we can hopefully avoid making their early mistakes.

Costs of poor coordination are traffic, conversions, working relationships

These costs are very real. Websites can suffer from less organic traffic and/or decreased conversions.

In the same way that people who run relay races practice how they hand the baton from runner to runner, the various team members working on a website need to work on how they interact and hand off work to each other.

Sometimes the technical SEO suffers, sometimes the design aesthetics suffer, sometimes the user experience suffers. Sometimes tradeoffs between the three need to be made. Something’s gotta give, and you don’t want these discussions to erode team cohesion.

How do agencies and brands coordinate SEO tasks effectively?

While there is almost universal agreement about what matters, there are interesting similarities and differences in how teams prioritize what matters. To use the relay race analogy again, there are differences in how people define a “smooth handoff”.

Can we learn something from each other in taking a high-level look at how we organize our SEO and content work? I think so. This belief is the basis of this article.

This article describes similarities and differences in SEO operations

When I started interviewing people for this article, I wasn’t sure what shape it would take. After several interviews, I realized people organize their teams around certain guiding principles. There seem to be a limited number of these guiding principles, and the order of importance varies from team to team.

As stated earlier, I interviewed 31 people, and the interviews uncovered seven guiding principles. Every guiding principle matters to everyone, but there are differences in opinion about which are most important.

There is also sometimes a need to make tradeoffs. For example, in order to properly use H2, H3, headers, they must appear on the page. For some pages, the designers may feel they don’t fit. So, it sometimes happens that to improve the page design aesthetics, you give a little in on-page SEO, and vice versa.

How conflicting priorities are managed also differs from team to team, and stems from which guiding principles are considered to be most important.

Disclaimer: A small data sample leads to some fuzziness in thinking

My data sample was only 31 people, and each organization was represented by one person. If I were to interview many more people, the distribution of the most important guiding principles might be different, and I might have uncovered more. If I had spoken to a different person within the organization, my understanding of their most important guiding principles might have been different.

Of the 31 people interviewed, 21 worked for agencies, and 10 worked for brands.

I believe there is something we can learn from each other through a high-level examination of how content and SEO teams organize their work and manage conflicting priorities.

The seven guiding principles around which people organized their SEO work

Below are the seven guiding principles, along with the number of people who considered each one to be most important. There is a brief description of each in which I explain how it’s different from guiding principles to which it seems similar.

Again, I wish to emphasize that everyone places importance on all seven. What’s different is the relative order of importance. Saying that six people are listed under “project management” means that six people felt project management was most important, not that any of the others are unimportant.

1. Project management: A primary focus on objections, milestones, and tasks

This is the tried-and-true project management we’re all familiar with. Objectives, milestones, tasks, and more. Six people spoke of this as being their most important guiding principle. That makes it the second most popular guiding principle, tied with context (see below).

2. Collaboration: Working together well is considered to be the most important

Collaboration is different from project management as the focus is more on working together, rather than on the structure in which the work is managed. This feels to me to be more fluid and to involve more give and take.

Of course, there is a project structure in which the work is done. It’s that the emphasis is collaboration first, then project management structure second. Four people spoke of this as their most important guiding principle.

3. Client management: An interesting way some agencies focus their internal staff

As you can imagine, this was exclusively the concern of agencies. The idea here is:

1. The internal team honors what the client has agreed to, and what the client has agreed to is spelled out in detail so as to provide guidance to the internal teams and any outside contractors they manage

2. By spelling this out in detail for the clients, the clients are educated about SEO. Two people spoke of this as their most important guiding principle.

4. Priorities: Where managing relative priorities take center stage

The focus here is on managing relative priorities. The core idea is a very structured way of determining how tradeoffs are made, which is central to how these people run projects.

In the spirit of full disclosure, this is how I have been known to run projects, and this method has worked very well for me. Three people spoke of this as their most important guiding principle.

5. Education and knowledge: An interesting concept of a marketplace of ideas

The main focus here is that it’s not enough for people to tell other people what’s important, they must also explain and persuade as to why that point of view is important. Within these teams, team members “sell” each other on ideas to help streamline work.

SEOs teach designers why headers matter. Designers teach SEOs why templates matter.

Some of these teams also keep a shared knowledge base that everyone contributes to, which allows new team members to come up to speed faster.

This was THE most popular guiding principle around which people organized work, having been spoken of by seven people (five agencies and two brands).

6. Context: One of my personal favorites where everything is context-dependent

These last two are my personal favorites. The six people for whom context is the main guiding principle all work at agencies.

The concept could be applied in a more limited way for brands, but only agency people brought it up all, let alone described it as their main guiding principle.

The idea is that what matters most is context-dependent.

Are you working with a client who already has a lot of organic traffic and wants to increase conversion rates? Are you working with a blog post whose job is to attract readers and hand them off to a landing page, or a landing page whose job is to get the reader to download an eBook?

The context within a specific project, or set of tasks within a project, determines what matters most.

7. Experimentation: Or in other words, show me the data

Three companies, all brands, stressed the importance of experimentation as their main guiding principle.

It’s the standard methodology taught in the books: The Lean Startup and Running Lean

For those of you who haven’t read those books, the main ideas are:

1. Write down your assumptions

2. Translate those assumptions into a testable hypothesis

3. Structure experiments with which to test those hypotheses

4. Analyze the results of the experiments

If an experiment proves a hypothesis to be true, do more of that. If it proves a hypothesis to be false, stop doing that.

What is left out of the short descriptions above

It’s not the case that each team organized their work around only one guiding principle. That idea showed up in none of the interviews. That every team assigned different importance, or weight, to the different guiding principles IS the difference in how they organized their work.

Everyone settled into their patterns over time. Everyone had, at times in the past, experienced frustrations when work was coordinated and/or handed off poorly and/or simply done poorly.

As they encountered issues, they talked about how to solve them and made changes to how they worked. The guiding principles that came to be most important to them seem to be a result of the specific problems they needed to fix.

Who was interviewed and what did they say?

This section is divided into groups by guiding principles. It identifies who contributed which ideas and provides more about their thinking.

Front and center are principles of project management

The people for whom project management is the main guiding principle are:

• Dean Cacioppo, Founder, OneClickSEO (agency)
• Hamna Amjad, Content Marketing Executive, GigWorker (brand)
• Juan Reyes, Digital Marketing Manager, Monkee Boy (agency)
• Luke Wester, Digital Marketing Analyst, Miva (brand)
• Mark Bruneman, Principle Digital Marketing Strategist, David-Kenneth Group (brand)
• Thomas Pickett, Onpage SEO and Digital Design Specialist, FitSmallBusiness (brand)

Two of the companies above (GigWorker and FitSmallBusiness) make money through affiliate sales. As such, their websites are very large; their business objective is to attract a very high number of readers, some of whom make purchases that pay commissions.

Their websites and website teams are large. In both cases, most of the company is involved in web publishing in some way. They both have adopted rigorous publishing processes, as a result of the scale of their publishing efforts.

The other four companies (two brands and two agencies) find a strong process focus clarifies requirements upfront and prevents rework.

Dean expressed that scaling is achieved through task specialization, and fitting the various specialized tasks together requires a system.

Mark stated that everything done on the website starts with a team meeting, even creating and publishing a single blog post. These meetings can last up to two hours. Mark expressed that this greatly reduced rework as everyone understood what everyone else needed, before starting work on their part.

Juan expressed how their exacting process orientation is both their greatest strength and simultaneously keeping their processes updated to reflect industry changes is a significant challenge.

Luke expressed that every project starts with SEO requirements, around which everyone else organizes their work.

For whom collaboration matters most

The people for whom collaboration is the main guiding principle are:

• Bryan Pattman, SEO Analyst, 9Sail (agency)
• Nikki Bisel, Owner and Founder, Seafoam Media (agency)
• Phil Mackie, Senior Digital Analyst and Owner, Top Sail Digital (agency)
• Stephen Jeske, Senior Content Strategist, MarketMuse (brand)

To reiterate, collaboration differs from project management in terms of emphasis. Here, working well together can cause the project management structure to “give” a little when needed.

Bryan’s main points are 1) They work as an extension of their clients‘ marketing department, so being close to their customers is critical, and 2) Clients need to understand SEO as they have some responsibility for their SEO effort.

Nikki has an interesting concept of a monthly cadence with each client, which consists of multiple touchpoints throughout the month.

Phil expressed that tradeoffs that must be made between technical SEO and design aesthetics are very nuanced, requiring close collaboration.

Stephen stated their focus on collaboration is less intentional due to the stage of their company. He implied that as they grow, the way they organize work will likely shift.

This group most values client management

The people for whom client management is the main guiding principle are:

• David Carpenter, President, Connection Model (agency)
• Lee Namoo, Digital Marketer, TK101 Global (agency)

Again, client management is where requirements are spelled out in detail for the client, which serves two purposes; 1) educates clients about SEO, and 2) informs the team as to what the client expects in detail.

David described how there is a “translator” between the client and the internal team, the client advisor. This client interface person enables others to focus on their specialized tasks, which improves the quality of what they deliver.

Lee took this idea further and stated: “It’s all about managing clients”. This is critical to them as some of their clients are so big, there are silos within marketing at the client firm, and the folks at TK101 Global have to manage conflicting requirements from different people at the same customer.

This group most values the managing of relative priorities

The people for whom managing relative priorities is the main guiding principle are:

• David Sanchez, Founder and Chief Strategist, Mammoth Web Solutions (agency)
• Markelle Harden, SEO and Content Specialist, Knowmad Digital Marketing (agency)
• Stacy Caprio, Founder, Accelerated Growth Marketing (agency)

The managing of relative priorities has always been a bit of a sacred cow for me personally. While this is one of the most uncompromising guiding principles, in my opinion, it provides a solid framework for managing resources, whether that resource is a design template or the time of the people involved.

David stated the user experience is the new holy grail and relevancy is a critically important ranking factor.

Markelle expressed that the buyer (their client’s customer) is the anchor around which they build everything, and their priorities come from that.

Stacy strictly applies a prioritization of UX first, technical SEO second, and design third.

This group most values education and knowledge

The people for education and knowledge are the main guiding principles are:

• Greg Lee, SEO Director, DRUM Agency (agency)
• Kevin Whitbeck, Director of SEO, Results Repeat (agency)
• Matt Erickson, Director of Marketing, National Positions (agency)
• Michelle Loughry, Director of Marketing, Envision Creative (agency)
• Quincy Smith, SEO and Content Manager, Ampjar (brand)
• Shelby Liu, SEO and Analytics Lead, Brand Buddha (agency)
• Steve Page, VP of Digital Strategy, Giant Partners (brand)

This is where telling others what matters is not enough, you must also provide evidence as to why those things matter.

Greg said everyone on his team is cross-trained. SEO’s learn the basics of design, and designers learn the basics of technical SEO. This builds empathy, making team decisions much easier when it comes to collaboration and priorities.

Kevin expressed the same idea in different words. He said creative teams need to be educated on technical SEO basics and SEOs need to be educated on the importance of design templates.

Matt has a saying he uses to help people focus: “It’s not personal. It’s SEO”. This starts a conversation about why the things that matter, matter.

Michelle considers that part of her mandate is to make sure everyone has a basic knowledge of technical SEO.

Quincy has worked to ensure technical SEO is taken into consideration when design templates are created and requires SEOs and designers to provide supporting backup when explaining to each other why something matters.

Shelby starts with detailed analytics of successful websites (of clients‘ competitors and others) and uses that as a starting point to discuss how and why those websites are successful, and what their clients must do to compete.

Steve said something to the effect of “It’s all about education”, then expanded on the importance of SEOs and designers teaching each other.

This group embraces the idea that everything is context

The people for context this is the main guiding principle are:

• Amine Rahal, Founder & CEO, IronMonk Solutions (agency)
• Chronis Tsempelis, Founder, CEO, and SEO Consultant, SEOExplode (agency)
• Joe Lawlor, CoFounder and Chief SEO Strategist, Digital Dynasty (agency)
• Justin McIntyre, Director of SEO and Content, Perfect Search Media (agency)
• Steve Mammone, President, Getfused (agency)
• Tony Mastri, Digital Marketing Manager, Marion Marketing Agency (agency)

Context refers to people who believe what is most important is very context-dependent. There were a lot of similarities in how people spoke of this – a lot.

Amine focused on the importance of the competitiveness of the industry and the relative values the client places on traffic versus conversion.

Chronis spoke about how they prioritize with their client after examining the top-ranking sites within a niche.

Joe provided the interesting statement of “the client provides the catalyst,” then expanded upon how their clients business situations determine the focus of their efforts.

Justin said something similar, that their client sets the criteria by which they make tradeoffs, and stated they sometimes feel the need to push back and make a case for what they see as a better set of priorities and tradeoffs.

Steve stated that how priorities are set and managed starts with their client, and they structure their work from that.

Tony provided what I consider to be an interesting way of thinking about this. A very high-level rigorous structure provides the framework for free-flowing creativity at a more granular level.

These folks are not from Missouri (the show me state), but they want to see the data

The people for whom experimentation is the main guiding principle are:

• Apu Gupta, CEO and CoFounder, Curalate (brand)
• Chris Eckstrum, Head of SEO, Housecalls Pros (brand)
• Nadya Khoja, Chief Growth Officer, Venngage (brand)

There are few, but interesting, differences in the way these people spoke about the importance of running experiments.

Apu made the interesting observation that short term ROI wins help fund longer-term efforts.

Chris stated that when their technical SEO people and their designers disagree, they don’t argue, they experiment.

Nadya and Chris both expressed the importance of how structured experiments based on testable hypotheses eliminate personal bias from these discussions.

The key take away for me, after talking with thirty-one people

SEO, like life, involves an endless series of trade-offs, and this is demonstrated by something as basic as how people prioritize the seven guiding principles uncovered through these interviews.

Not everything can be equally important, so you must decide which organizing principles are most important to you and your team, and how important they are relative to each other.

I recognize that as a “relative priorities” guy, the prior sentence reveals a personal bias of mine, but I don’t know a better way to describe the idea.

Success requires consistency, consistency requires some level of stability, and stability requires that the rules aren’t arbitrary and frequently changing.

So you need to know which organizing principles are most important to you and your team and organize the way you do your SEO work, around the principles most important to you.

The post SEO is a team sport: How brands and agencies organize work appeared first on Search Engine Watch.

Source:: searchenginewatch.com

Twelve years ago I had the good fortune to connect with Ann Handley, Chief Content Officer at MarketingProfs and she’s been a positive influence to me on what’s possible in content and B2B marketing ever since.

I’m not alone.

During that time, we’ve both grown as marketers. Well, maybe I’ve grown, but Ann has exploded. She regularly fills keynote rooms at conferences, draws long, long lines of people to get one of her best selling books signed and her company MarketingProfs has attracted over 600,000 subscribers.

Ann Handley is a marketing influencers’s influencer or more creatively, she’s an Annfluencer.

Since Ann is the very first Chief Content Officer ever, a multi-book best selling author, international keynote speaker and who I like to call, The Khaleesi of Content, we’re pretty fortunate to share the following interview. And after recent events in Toronto, you call also call her a “badaxe“ marketer.

In the video below Ann and I connected through Zoom to talk about a range of topics including a game of “hot or not” with content marketing tactics, examples of B2B brands doing it right, how she’s achieved meteoric success with her newsletter growth and of course, the upcoming B2B Forum conference happening near Washington D.C. on October 16-18.

Enjoy!

Thank you Ann!

Bound for B2B Forum: For more information about imagining what’s possible in B2B, check out the MarketingProfs B2B Forum conference including agenda, list of speakers (including Ashley Zeckman and myself) and many other fun facts on the website here.

If you’re in marketing, I can’t recommend Ann’s Newsletter, Total Annarchy enough. You can subscribe and see back issues here.

Follow Ann on the Twitters here: @marketingprofs & @annhandley

The post B2B Marketing Spotlight: Ann Handley on Being a “Badaxe” Marketer #b2bforum appeared first on Online Marketing Blog – TopRank®.

Source:: toprankblog.com

Businesses that use 10 to 15 landing pages experience up to 55% more leads. However, it isn’t as easy as slapping a landing page up and watching the money come in. You need amazing copy to experience that.

Copywriting is the art of using words to convince customers to purchase a product. Furthermore, landing pages are bare-bones sales pages with one goal – to sell something.

That means landing pages need to have a crisp copy that gets the customer excited or they’ll leave in a snap of a finger. This is also why we’re going to be covering seven landing page copywriting techniques that boost conversion rates today if you keep reading.

Let’s dive in.

Effective landing page copywriting strategies

These are some of the best copywriting strategies you can use throughout a landing page. Try them out in headlines, subheadings, and within the body. Use them in different combinations and see the results for yourself.

1. Include plenty of calls to action

Calls to action are phrases and words which tell the customers to do something. This typically involves helping them to take the next action in a sales funnel. Common CTAs that work well include:

• Buy now
• Shop now
• Add to cart
• Order today
• Don’t wait

They are subtle but extremely powerful. In fact, it’s been found that 90% of visitors who will read your headline read the call to action copy, too. That means if you wheel them in with a great headline, you’re increasing the chances of customers converting by adding a CTA afterward.

Check out this landing page for QuickSprout where they use the prompt “Start Now” in the text field for free website analysis.

Note how the headline “Grow your business, faster.” gets the reader’s attention while the CTA seals the deal.

2. Agitate the customer’s pain points

Why do customers purchase a product? To solve a problem. Reminding them of this issue and the related experiences bring out emotions that can help improve the chances of a sale.

You have to remember that the purchasing process is very emotional. As a matter of fact, a Harvard University professor argues that it’s roughly 95% emotional. By making the customer feel emotions associated with the product and solution, you’re aligning with this consumer behavior.

Look how this customer success company uses this strategy on their website:

The copy on this ebook’s landing page mentions the pain point of customer churn multiple times, reminding anyone losing customers of their problem. Stating how this book can remedy this experience via bullet points is the icing on the cake.

3. Use storytelling to relate to your audience

Everyone loves a good story. In fact, it’s how we communicated through means like cave art centuries before modern language. It should be no surprise that testimonials, which are just a variant of storytelling, are proven to boost conversions on landing pages.

This is why no landing page is complete without some great customer stories. You will need to ensure that you ask previous customers for permission before using their feedback and possibly their image, too.

Furthermore, storytelling can be executed by telling a personal tale of how you once too were in the customer’s shoes. Explain your situation as it relates to theirs and how they succeeded thanks to your product or service.

4. Create a slippery slope

Joseph Sugarman, one of the world’s greatest copywriters, coined the term slippery slope in one of his famous books, ‘The Adweek Copywriters Handbook‘. This is the strategy of organizing copy in a way that helps customers flow through it effortlessly, ultimately getting to the end sale sooner.

You can achieve this on your own landing page by first ensuring that the copy is organized in a logical sequence. This normally looks like:

• A captivating headline that grabs the reader’s attention
• An introduction to the offer, its features, and benefits
• Pricing and justification for the investment
• Testimonials that act as social proof
• Answers to questions and objections customers may have
• Call to action for purchasing the product

See how that order flows in a natural way? Furthermore, a slippery slope is created by using short and snappy sentences. This makes copy easier to read and less intimidating.

Taking this approach along with the other copywriting strategies we’re teaching you today will produce a landing page customers can’t wait to finish.

5. Keep the language simple and digestible

Roughly 32 million adults in the United States read at a basic level. That means if you use complex vocabulary and technical jargon, you’re filtering out a large group of people reading a landing page.

Instead, you should opt to use a simple and casual language that sounds like a friend speaking to a friend. This is much more digestible, fun to read, and personable.

You should also aim to write as you speak. So, don’t be afraid to break some grammar rules to sound natural and human-like because it can pay off big time.

6. Ask questions that get the customer answering with a “yes”

The more you get the customer thinking “yes” all along the landing page, the more likely they will be able to say that towards the sale. How do you do this? By asking questions they are thinking.

These don’t have to be extremely complex, either. In fact, the simpler the better. You should have a good idea of your customer’s interests, feelings, values, and more. Use this to add questions you’re confident are on their mind to get them relating to your copy more and more.

Look how this marketing publication used this strategy in one of their resource compilations for SEO:

Anyone struggling to perform SEO effectively will read the headline and instantly be more intrigued since they can relate.

7. Use urgency to entice quicker action

Think about it from the customer’s perspective. They see that there’s only a limited time to take advantage of an offer. How would they feel? Urgent to take action. This is precisely why you need to mix in urgent copywriting into landing pages.

Urgency can be created in many ways, as well. The first of which is to frame your offer as “only available for a limited time”. Look how the telephone company Telus pulls this off one of their sales pages:

Customers will feel more enticed to shop now as they’ll miss out on a great deal. We also call this fear of missing out or FOMO for short. It’s a common aspect of human psychology you can tug on as a copywriter.

Wrapping up landing page copy with key takeaways

Great copy can make or break a landing page. That’s why you need to take the time to craft an epic copy that gets customers itching to buy from you. This can be achieved by applying the main takeaways of today’s article:

1. Use calls to action for pushing customers along the sales funnel
2. Bring up pain points customers are experiencing to create emotion
3. Take advantage of testimonials and storytelling for social proof
4. Short paragraphs, snappy sentences, and a logical sequence create a slippery slope
5. Simple language is more easily readable and less intimidating
6. Ask questions that relate to the customer’s experience
7. Use urgency and scarcity to make customers feel they need to take immediate action

Got some more tips for landing page copy? Share them in the comments.

Carmine Mastropierro is Founder of Mastro Commerce.

The post How to write landing page copy that converts like crazy appeared first on Search Engine Watch.

Source:: searchenginewatch.com