raise your seo iq in 60 minutes - slides 7/30/13

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RAISE YOUR SEO IQ IN 60 MINUTES

July 30th, 2013

Mike Turner Director of Business Development

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Frequently Asked Questions (FAQs)

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AboutWebmarketing123

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Search Engine Optimization

Paid Search / Display Advertising

Social Media

Website Design

International Expansion

Custom Measurement and Attribution

Our Services

Since 2004, we’ve employed a metrics-based approach to converting online visibility into measurable business results

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Our approach is built on data-driven strategy and efficient execution. Each campaign includes: !   Business Research + Strategy !   Custom Scorecard Tracking !   Attribution + Data-driven Optimizations

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Fast Growing. Award Winning.

Top 10 of Bay Area’s 100 Fastest Growing Companies

Top 500 Fastest Growing Private US Companies

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We are experts at growing revenue for our clients.

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First, why do we optimize for search engines?

•  90% of B2B customers use search engines to gather information during their business purchase process (Google)

•  89% of consumers use search engines to make buying decisions (Fleishman-Hillard)

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Why do we do this stuff?

1.  Business objective

2. Business metric 3. SEO metric

Grow online revenue 30% increase in number of monthly proposals 100% annual increase in conversions from non-branded search terms.

SEO Fundamentals

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Start with a revenue-focused plan Keywords Monthly Search Volume

Resource management 673,000

Portfolio management 207,000

Project management software 59,200

It governance 27,600

Software project management 15,700

Project management tools 14,800

It project management 12,100

Project management office 8,700

Project portfolio management 6,600

Total Monthly Searches 1,024,700

Monthly Cost of Not Ranking on these Keywords

Click Through Rate (7%, page 1 average) 71,729 new website visitors

Visitor to Lead Rate (1-3%, B2B average) 1,793 new leads

Raw Lead to Qualified Rate (15%) 269 new qualified leads

Lead to Sale Rate (10%) 27 new deals

Average sale price $100,000

$2,700,000 monthly revenue

Annual Cost of Not Ranking $32,400,000 annual revenue

Measure performance over time

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Close the Loop from search to revenue!

B2C:

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Close the Loop from search to revenue!

B2B:

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Poll Question

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HOW IS SEO DIFFERENT TODAY?

(tableatny, Flickr)

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SEO is constantly evolving

You need a holistic, integrated strategy to being discovered organically that is built upon providing high quality content to users.

“Panda” Update: Content

“Penguin” Update: Links

Google updates its algorithm over 500 times per year to ensure a quality user experience.

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Search experience has evolved The new results page is more robust, more social

OLD NEW

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Search experience is more robust

Rich snippets and micro-data Breadcrumbs

•  Reviews •  People •  Products •  Businesses and organizations •  Recipes •  Events •  Music

TIP: Schema is a way to use on-page markup to create rich snippets in search results; visit schema.org to learn how to mark-up your pages.

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Google Authorship Valuing content by social identity

‘Over time, Google will care more about identity and social reputation.’

– Matt Cutts at SMX

•  Enhanced search results

•  Increased CTR

•  Visibility for your blog authors

•  Help Google evaluate your content

•  Way to avoid “Panda” hits

Authorship and “Social SEO”

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Social SEO Search engines are becoming more social, and social media is creating a new way to search

SEO = Social Engagement Optimization

Social networks are building a way to quickly surface valuable social content.

Authorship and “Social SEO”

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Mobile search is growing rapidly

Mobile traffic as a percentage of total website traffic nearly doubled from 10% to 18% from Q4 2011 to Q4 2012

BlueTrainMobile 2012 Mobile Traffic Report

But don’t take our word for it. Dive into your analytics to find out.

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Improve user experience, Improve marketing ROI

How can I improve my SEO results without investing more? ü  Answer the 3 questions that website visitors subconsciously ask

within the first few seconds:

1. Where am I?

2. What can I do here?

3. Why should I do it?

New visitors must have answers to the first two crucial questions during the initial seven seconds they spend on your site. After that, every element of every page must answer the third key question

ü  Also, leverage A/B testing regularly and effectively.

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Improve user experience, Improve marketing ROI

AFT

ER

3,600 Monthly Visitors (+20%)

50% Bounce Rate (-17%)

4% Conversion Rate (+100%)

72 Leads (+200%)

BE

FOR

E

3,000 Monthly Visitors

60% Bounce Rate

2% Conversion Rate

24 Leads

In the above example, improved SEO and website engagement drove 200% more leads.

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Link building has changed

Spammy links don’t work anymore. Instead, go after the low-hanging fruit: 1.  Set-up Google alerts so you know when credible websites mention

your brand

2.  Send request to add a link back to your site

3.  Get more SEO value from a credible source

TIP: Key to generating brand mentions on credible sites is to build and distribute compelling content through multiple channels!

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For successful content marketing, you need ü  Keyword-driven content ü  Content calendar

ü  Resources: can I generate internally or do I need help?

ü  Measurement

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Once you select the right keywords, build a content mapping document

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Start refining marketing resource allocation based on which content topics generate revenue instead of just leads or conversions.

$85,000

$60,000

$275,000

$ $

$

$ $ $

Campaign Revenue Opportunity Allocation

$

Content topic A

Content topic B

Content topic C

Refine your focus based on what’s driving revenue.

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How do I leverage Social Media for SEO? Build SEO into content creation and leverage Social in your distribution strategy

1. Know your keywords… then build content specifically for them.

2. Distribute content so it gets picked up. But the content must be high quality.

3. Natural links lift rankings.

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ü  As a result of new media, platforms, and Google algorithm updates, SEO strategies must constantly evolve – those that focus on providing value and measuring revenue contribution will be most successful.

ü  Although link building is still the predominant influencer, Authorship and Social Media

play an increasing role in what ranks highly. Brands must proactively mark-up listings and include social signals at all times.

ü  For improved search rankings, focus on long-term content marketing strategies rather

than easy link building and content generation tactics.

ü  Close the loop on measurement and get the most out of your marketing investments

Key Takeaways

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You’ll get: ü  Knowledge of where you rank in relation to

competitors

ü  Insight into how much revenue opportunity is available from Search (we’ll do the research)

ü  Actions you can take today to accelerate results from your inbound marketing campaigns

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Get a second opinion on how your campaigns are performing in a 30-minute consultation.

Simply email results@webmarketing123.com or call 800.619.1570

Give us: ü  Your top keywords ü  2 or 3 top competitors ü  Your top objectives

THANK YOU

Mike Turner Director of Business Development