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SEO Habits of World-Class Companies
Paul Taylor CEO
Makes SEO a priority
Establishes clear goals
Measures in terms of revenue
Flexible
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ü Content Creation
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SEO Habits of World-Class Companies
1. Making SEO a company-wide priority
2. Establishing clear goals and expectations
3. Knowing their sales funnel and the opportunity of SEO
4. Focusing on content generation 5. Evaluating SEO success in terms of revenue
6. Flexibility
7. Knowing when to lean on experts
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Habit #1 Making SEO a company-wide priority
First, they understand (or educate) that Search is important. 90% of clicks happen on 1st page of results, 60%+ are on the top 3 results
First three pieces of content we recommend:
Position CTR 1 45.46% 2 15.69% 3 10.09% 4 5.49% 5 5.00% 6 3.94% 7
2.51%
Eye tracking data from official Google blog Optify Study, 2011
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Habit #1 Making SEO a company-wide priority
Knowing its value isn’t enough. The top performing companies get all stakeholders to buy-in.
All conduct a 1-2 day “Accelerator” workshop in order to: § Get all the right players in the room § Force decision making § Compress launch time by 15-30x § Complete buy in from the very beginning
@webmarketing123 #123webinar
SEO Habits of World-Class Companies
1. Making SEO a company-wide priority
2. Establishing clear goals and expectations
3. Knowing their sales funnel and the opportunity of SEO
4. Focusing on content generation 5. Evaluating SEO success in terms of revenue
6. Flexibility
7. Knowing when to lean on experts
@webmarketing123 #123webinar
First three pieces of content we recommend:
The “Accelerator” Workshop helps: ü Standardize metrics (custom KPIs per unique business) ü Create common vision, shared goals ü Detail accountability (who owns what)
Which KPIs are your priorities?
What will winning look
like?
What benchmarks should we
use?
What are the next steps?
Habit #2 Establishing clear goals and expectations
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SEO Habits of World Class Companies
1. Making SEO a company-wide priority
2. Establishing clear goals and expectations
3. Knowing their sales funnel and the opportunity of SEO
4. Focusing on content generation 5. Evaluating SEO success in terms of revenue
6. Flexibility
7. Knowing when to lean on experts
@webmarketing123 #123webinar
Top performers know their sales pipeline like the back of their hand
• Visitor-to-lead conversion rate • Lead-to-qualified-lead conversion rate • Qualified-lead-to-opportunity
Habit #3 Knowing their sales funnel and opportunity of SEO
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Top performers know their sales pipeline like the back of their hand • And they know their “cost of not ranking on page 1”
Habit #3 Knowing their sales funnel and opportunity of SEO
71,729 new website visitors
1,793 new leads
269 new qualified leads
27 new deals
2,700,000 monthly revenue
32,400,000 annual revenue
@webmarketing123 #123webinar
SEO Habits of World-Class Companies
1. Making SEO a company-wide priority
2. Establishing clear goals and expectations
3. Knowing their sales funnel and the opportunity of SEO
4. Focusing on content generation 5. Evaluating SEO success in terms of revenue
6. Flexibility
7. Knowing when to lean on experts
@webmarketing123 #123webinar
Habit #4 Focusing on content generation
They know their customers are empowered and embrace it. Due to the proliferation of online resources, B2B buyers get as far as 70% of the way through their purchase decision before contacting a sales representative
1. Introduction to (your product category) – Get into their purchase decision process early
2. How to select the right (your product) – Push them your direction when they’re closer to conversion
3. Top reasons to select you as a vendor – Your value proposition and differentiators
Top 3 content pieces you need right away:
First three pieces of content we recommend:
(Corporate Executive Board, Google)
57-70%
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Habit #4 Focusing on content generation
B2B companies with an active content curation strategy generate
67% more leads per month than those who do not. (Hubspot, socialmediab2b.com)
No content Yes content
…and it works.
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Habit #4 Focusing on content generation
Content isn’t just for your prospects and customers.
But also for search engines.
Google algorithm updates increasing favor high quality content.
ü Quality Content - originality, length, authority, quality and relevance
ü Site Metrics - user experience, time on site, bounce rate, load time, etc
ü Authority & Verification - establishes and protects authorship
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Habit #4 Focusing on content generation
Feeling behind on your content generation? You’re not alone.
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SEO Habits of World-Class Companies
1. Making SEO a company-wide priority
2. Establishing clear goals and expectations
3. Knowing their sales funnel and the opportunity of SEO
4. Focusing on content generation 5. Evaluating SEO success in terms of revenue
6. Flexibility
7. Knowing when to lean on experts
@webmarketing123 #123webinar
Top companies know which channels, campaigns, or SEO keywords generate the most revenue for their business.
TIP: In order to measure which campaigns generate revenue, set-up your CRM system so that you can track closed deals back to the campaigns that influenced them. Then, you can start allocating your marketing dollars most effectively.
Habit #4 Evaluating SEO success in terms of revenue
Measuring SEO success by the following metrics is no longer effective:
• Number of keywords on page 1 • Traffic to your website • Leads
• Qualified Leads (SQL/MQL) • Sales Pipeline • Closed Deal Revenue $
Measure the money metrics:
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GOOGLE ANALYTICS- - - - - - - - - - - - - - - - - - - - - - - - - | KEYTOUCH ATTRIBUTION - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - |
Habit #4 Evaluating SEO success in terms of revenue
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Habit #4 Evaluating SEO success in terms of revenue
Revenue from SEO Report:
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SEO Habits of World-Class Companies
1. Making SEO a company-wide priority
2. Establishing clear goals and expectations
3. Knowing their sales funnel and the opportunity of SEO
4. Focusing on content generation 5. Evaluating SEO success in terms of revenue
6. Flexibility
7. Knowing when to lean on experts
@webmarketing123 #123webinar
First three pieces of content we recommend:
Top performers identify highest performing campaigns and increase investment in what’s working. They also test frequently and don’t let perfect get in the way of better.
$85,000
$60,000 $275,000
$ $
$
$ $ $
Campaign Revenue
Opportunity Allocation
$
Keyword A
Keyword B
Keyword C
Dynamic resource allocation:
Habit #6 Flexibility
Trusting objective data is your ticket to success!
@webmarketing123 #123webinar
SEO Habits of World-Class Companies
1. Making SEO a company-wide priority
2. Establishing clear goals and expectations
3. Knowing their sales funnel and the opportunity of SEO
4. Focusing on content generation 5. Evaluating SEO success in terms of revenue
6. Flexibility
7. Knowing when to lean on experts
@webmarketing123 #123webinar
When done right, SEO campaigns can be a large undertaking with several moving parts, like content creation, engaging social media, and proper keyword strategy, to name a few. SEO Agencies specialize in providing all of these services and ensuring more cost-effective results.
Habit #7 Knowing when to lean on experts
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Sign up for a SEO consultation and discover your missed revenue opportunity from SEO and PPC. Also, learn how our Keyword Predictor tool can uncover “not provided” search terms that customers search. Email: [email protected]
In a 30 minute consultation, learn: ü How to implement these world class habits ü Where you rank against competitors ü Percentage and quality of “not provided” traffic ü How to measure revenue from your SEO program
Thank you!
Paul Taylor CEO