seo and sem: a two-pronged approach to increasing lead volume
TRANSCRIPT
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SEO and SEM: A Two Pronged Approach to Generating Leads
Marketing Professionals
Rand Fishkin, CEO SEOmozBill Leake, CEO Apogee Results
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Safe HarborSafe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services.
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Our Amazing Speakers!
Rand Fishkin
CEO, SEOmoz
Bill Leake
CEO, Apogee Results
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Rand FiskinCEO & Co-founder, SEOMoz
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Dilbert Explains SEO
http://dilbert.com/strips/comic/2010-02-19/
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Hopefully, Lots of You Went to MIT
http://tech.mit.edu/V129/N49/survey.html
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THE SEARCH MARKET
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US Search Engine Market Share
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PPC vs. SEO in Clicks & Spend
~88% of clicks
(2009 - $1.5 Billion)
~12% of clicks
(2009 ~$18 Billion)
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http://chitika.com/research/2010/the-value-of-google-result-positioning/
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Probably Doesn’tGet 34% CTR
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SEARCH ENGINES & USERS
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We Search More & More Every Month
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CRAWLING & INDEXING
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The Difference Between Crawling & Indexing
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The Crawl Selection Process
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No, Really – Even Google Says So
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PageRank: Links as Votes
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The Flow of PageRank
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PageRank is Split Evenly Between Links
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PageRank is an Iterative Algorithm
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Technically, Every External Link “Leaks” PageRank
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PageRank is Important for Crawling, But…
Toolbar PageRank is neither precise nor consistent
PageRank is just 1 of 200+ factors for ranking
PageRank hoarding is probably bad for your site
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There are Many Levels of Indexation
http://www.seomoz.org/blog/crawling-indexing-its-not-as-simple-as-just-in-or-out
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You Can Measure Indexation via Analytics
http://www.seomoz.org/blog/indexation-for-seo-real-numbers-in-5-easy-steps
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Or Use Google’s Counts
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SEARCH ENGINE ALGORITHMS
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Crowdsourced “Guess”
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Crowdsourced “Guess”
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Ranking Model ~70% Accuracyvia machine learning at SEOmoz
http://www.seomoz.org/blog/googles-algorithm-pretty-charts-math-stuff
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Domain Trust & Authority
http://www.seomoz.org/blog/googles-algorithm-pretty-charts-math-stuff
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Page-Specific Link Popularity
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Anchor Text
<a href=“http://twitter.com”> Tweet Central </a>
Anchor Text!(a strong influence on search engine rankings)
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Google Bombing w/ Anchor Text
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Google Bombing w/ Anchor Text
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On-Page Keyword Usage
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Registration & Hosting Data
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User & Usage Data
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Social Graph Data: Big News
http://searchengineland.com/what-social-signals-do-google-bing-really-count-55389
Danny Sullivan: If an article is retweeted or referenced much in Twitter, do you count that as a signal outside of finding any non-nofollowed links that may naturally result from it?
Google: Yes, we do use it as a signal. It is used as a signal in our organic and news rankings. We also use it to enhance our news universal by marking how many people shared an article
Google: We treat links shared on Facebook fan pages the same as we treat tweeted links. We have no personal wall data from Facebook.
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What Might Be in a Tweet Algo?
http://www.seomoz.org/blog/google-bing-confirm-twitter-facebook-influence-seo
• Number of Unique Tweeting Sources (Diversity)
• “Author Authority” of the Tweeting Sources
• Time of Tweet (QDF)
• Connection Between Tweeter and Source Domain
• Quantity + Quality of Retweets
• Quantity of Clicks
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Bill LeakeCEO, Apogee Results
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Best Practices & Advanced SEM Tactics(a.k.a., Getting Far More of the Good Stuff from Your Digital $$)
William LeakeCEO, Apogee Results
[email protected]@marketing_bill
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More Arrows are Generally Good
VS
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CRM
Integrated Search Methodology
Most companies stilloptimize to yield thelargest number of visitors or lead form submissions per dollar spent.
Look both further down the sales funnel AND across the funnel to maximize your ROI based on lead quality or closed opportunities.
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Why we *might* NOT knowanything (aka Reality Slide)
Once you have something figured out, it is probably about to change on you
There are many roads to Rome Hubris (pride) is the beginning of humiliation What works for someone else, might not
work for you I’m not from California
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• Sales?• Top Line Revenue?• Bottom Line Earnings?• Margin?• ROI?• Brand (building, maintenance and/or defense)
Most Likely, NOT WEB FORMS
Deep Thoughts? What does your company really want from your marketing efforts?
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• Social Media• Partners• Channels• Press• Portals• Divisional efforts• Google’s “search within this site”• Universal / Blended Search
Shades of a paradigm shift …
Deep Thoughts? Are you too attached to your website?
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Foundational SEM 1. ABT (Always Be Testing)
- Ad copy- Keywords- Landing pages / conversion
2. ABM (Always Be Measuring)- What matters?- How are you measuring it?
3. ABA (Always Be Asking)- What else can I learn from this?- PPC drives SEO keyword selection
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THINK PROCTER & GAMBLE (SHELF SPACE)
Advanced SEM Strategies
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Think P&G / Shelf Space (18-21)
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Lead-Gen Triple-Serving, Positions 2, 7, and 10
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IF YOU HAVE A CHANNEL, USE IT (THINK COOP)
Advanced SEM Strategies
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B2C Channel Coop / Shelf Space Control (Dish)
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CONSIDER EVENT- AND NAME-DRIVEN SEM / PPC
Advanced SEM Strategies
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Event-Driven Paid Search
PUTYOUR
ADHERE?
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61
House List / Direct Mail Tie-ins
Integrate online marketing with more traditional focused direct marketing: (think online mail-merge)
• Develop DB-driven microsite to dynamically generate offer• Offer can be specific to person who types it in• We’ve built this technology -- you can use ours or build your own
• Buy high priority names in Google so when they search their name, they get a specialized offer
• Google Paid Seach Ad will take them, upon click-thru, to the microsite, and preferably to the specific page on that website tailored for them
• Direct Mail campaign could also direct people to Google their name to enhance effectiveness of this campaign
• THIS IS GREAT FOR VERY FOCUSED MARKETS / MARKETING
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Use SEM traffic with web analytics + your lead forms for list building & enhanced lead generation
Advanced SEM Strategies
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More Advanced (b2b) Paid Search
Use SEM traffic with web analytics + your lead forms for list building & enhanced lead generation
- DemandBase- Jigsaw- Other list building
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Integrate SEM data with other datasets, especially CRM and your customer purchase history list
Advanced SEM Strategies
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• One of our B2B clients was spending 110K per month, with well understood and optimized CPL metrics
• We started doing our PPC optimization using human scrubbed lead data (not web forms)
• RESULT: 43 percent shift in PPC spend allocation, 31 percent software sales uplift
Improve Spend by Using Down-Funnel Data
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Example Client: ROAS by WebsiteOne B2B client was testing a new site design
The new design had a slightly higher click to lead
conversion rate
Comparing sales data, found that the new design had a
lead to sale conversion rate of 1.34%, while the old design
was at 2.80%
The new design actually had nearly 2x the cost per sale
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PHONE PHONE PHONE (MORE)
Advanced SEM Strategies
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Example Client : Honey, We Shrunk the Conversion!!!!
B2C consumer healthcare client had a 23% conversion rate of clicks to web leads
Goal was to get a phone conversation with a sales agent
After testing multiple configurations, and different forms, we took the web conversion rate DOWN to 11%
Sales for our client more than doubled!!!
The new landing page / microsite configurations increased the # of inbound phone calls
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Quick, Dirty and Effective Way to Get ‘er Done
Assign an ID # to each keyword or keyword category
Dynamically insert keyword ID #’s on your website
Have sales person ask for keyword ID # along with other info while on phone with prospect
Report on sales with keyword ID #s
Learn which keywords really make you money
Keyword = Chicago Dish Network = ID 5341
QuickTime™ and aTIFF (Uncompressed) decompressor
are needed to see this picture.
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Q&A (aka additional resources)
Apogee Results Blog (www.apogeeresults.com/Blog/) Apogee Glossary
(www.apogeeresults.com/Resources/Glossary/) Digital Point Forums (forums.digitalpoint.com) Google Webmaster Central
(www.google.com/webmasters/) John Battelle’s Searchblog (battellemedia.com) Daily SearchCast (dailysearchcast.com) Sphinn (sphinn.com) MarketingSherpa (marketingsherpa.com) ClickZ (clickz.com)
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Advanced SEM Strategies(Grab Bag)
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Rand FishkinCEO
Bill LeakeCEO
Question & Answer
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SEO and SEM: A Two Pronged Approach To Generating Leads
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