Rethinking Industry Pages - They're Not What You Think - Jason Dodge, MozCon 2023

B2B marketers, and SEOs alike, are all too quick to create industry-specific landing pages for every single vertical we serve. In reality, these pages have very little relevance to what your customers are actually searching for, or what it is that you actually do in that space - limiting the reach and missing out on potential customers who would benefit from your solutions.

Delivered at MozCon 2023 in Seattle, this presentation was designed to get digital marketers (and SEOs) thinking differently about their industry verticals. Providing you with insights on how Google treats B2B industries differently in the SERPs, and that your normal keyword research methodologies are not going to align with what your customer is seeking, how Google will display your site, and where you stack up in the pack.

Transcript

1. #mozcon @dodgejd Rethink Your Industry Pages: They’re Not What You Think Jason Dodge CEO & Founder, Black Truck Media @dodgejd
2. #mozcon @dodgejd SPLASH
3. #mozcon @dodgejd Project Featured
4. #mozcon @dodgejd Project Featured
5. #mozcon @dodgejd Project Featured Bull$@%t
6. #mozcon @dodgejd
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11. #mozcon @dodgejd
12. #mozcon @dodgejd Industry pages miss their mark
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14. #mozcon @dodgejd Search is consumer-driven, not business-driven
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20. #mozcon @dodgejd Lack of customer understanding leads to misalignment
21. #mozcon @dodgejd Pain points not industry
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24. #mozcon @dodgejd Pain points
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26. #mozcon @dodgejd Reframe content for language and for industry culture
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30. #mozcon @dodgejd SEO in the room
31. #mozcon @dodgejd Pain points first Industry second Ignore volumes Understand customer
32. #mozcon @dodgejd Thank you Jason Dodge CEO & Founder, Black Truck Media @dodgejd