seo espionage - webmarketing123 webinar

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SEO Espionage: Learn Your Competitors' Strategy & How to Beat Them

Mike Turner Senior SEO Analyst

Director of Business Development Webmarketing123


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Webinar Agenda

1 The Marketing Landscape Has Changed. Again. Why We Care About Search Marketing

2 Competitive Analysis – Where to Begin? It's not Rocket Science; It is about Rigor

3 Is Your Act Together? Get This: Scorecards Linked to your KPIs

4 Why Do This in the First Place: ROI Holding SEO accountable for business results


Digital Marketing is Evolving Is Your Marketing Keeping Pace?


Google Think B2B Conference 2012

B2B customers are now more discerning



B2B internet usage skyrocketed in the past year

Search engines are the #1 source for B2B information

Top online sources for B2B customer research



Online sources help B2B customers discover new brands

% of B2B customers using the following sources to discover new brands


Lead Generation is the #1 Objective of B2B Marketers

SEO Makes the Biggest Impact on Lead Generation

B2B Marketers Rely on SEO for Lead Generation

(2012 State of Digital Marketing Survey)


4 Billion Searches on Google Every Day

95% of Clicks Happen on the 1st Page of Search Results

60% of Clicks are on Top 3 Results

(Optify, Brandtech study)


B2B buyers are moving 60-70% of the way through the sales funnel before they engage directly with sales reps.

Key Thought: Is your website robust enough to function as a virtual sales force?

A Shift in the Purchasing Process

(Google (57%), Forrester (70%))


Webinar Agenda






Competitive Analysis – There’s A LOT to it…


Before You Begin – What’s At Stake? Understanding the opportunity


Before You Begin – What’s At Stake?

Annual Cost of Not Ranking: $2,700,000 monthly cost multiplied by 12 months

= 32 million+/year


Step-by-Step Calculation

of the Cost of Not Ranking on Page 1 of Google

1.  Keyword Search Volume

2.  CTR on Search Results (New Visitors)

3.  Visitor Lead Rate

4.  Lead Qualified Lead Rate

5.  Qualified Lead Closed Deal Rate

6.  Average Deal Size

7.  (# of Closed Deals) x (Avg. Deal Size) = Revenue Potential

If you want this for your site, reach out via Q&A


Competitive Analysis – It’s All About Keywords


Competitive Analysis – Keyword Tracking:


Competitive Analysis – Use Google Tools:


Organic Ranking Position Matters:

<< If you’re here, you’re invisible.


Keyword Length Matters: Keyword Selection


Not All Keywords Are Created Equal:


Competitive Analysis – Additional Tools:

•  Simply “View Source”

•  Google Keyword Tool

•  Doubleclick Ad Planner

•  Alexa (Amazon)

•  Compete

•  Quantcast

•  URL Trends

•  SEMRush

•  SpyFu

Estimate traffic and unearth competitor’s keyword strategy


What to Look for?:


Are they writing for Search Engines? Start with the Obvious:

Above the Fold

Below the Fold


What We See

What Google Sees Why Content Matters:

What Google Sees


Main Elements Consist of: a) Page Title

b) Description

c) And sometimes… Keywords

Meta What?:


aceook Groups: B2B Lead Gen Keywords in the First or Second Position of the Page Title Have the Highest Impact!

Include descriptive keywords and phrases in page titles Meta What?:


Inbound Links Links from other highly relevant websites, back to yours


Get your Own House in Order:


Make a Plan Keyword Selection Keyword Mapping


Make a Plan Content Guidelines


Content Mapping Document


Link Strategy Document

Content is the fuel that powers a link building strategy


Reporting is Key

@webmarketing123


A Scorecard Process helps overcome implementation obstacles

Which KPIs are your priorities?

What will winning look

like?

What benchmarks should we

use?

What are the next steps?

ü  Standardizes Metrics ü  Creates Common Vision, Shared Goals, Accountability


A ranking report should show steady progress over time.


But reporting shouldn't stop there. How are individual keywords performing in terms of revenue?


Which Keywords are Converting. At What Value?


Webinar Agenda

1 The Marketing Landscape Has Changed. Again. Is your agency fat, happy and complacent?

2 "Black Box" = BS It's not Rocket Science; It is about Rigor

3 What Does Metrics-Based Reporting Look Like? Get This: Scorecards Linked to your KPIs

4 Opportunity Analysis Holding SEO accountable for business results


As marketers are increasingly responsible for the P & L, it’s more important than ever to quantify potential at the front-end and consistently measure performance against KPIs. Quantify

Measure


Your revenue should be rising.

Not just your traffic.


WE ARE EXPERTS AT BUILDING TOP LINE REVENUE GROWTH FOR GLOBAL ENTERPRISES WITH TARGETED, COST-EFFECTIVE DIGITAL MARKETING


webmarketing123.com

TEAM UP WITH ONE OF THE FASTEST GROWING PRIVATE COMPANIES IN THE U.S. (2012)

Download: 2012 State of Digital Marketing Report

Talk to a digital marketing expert: ü SEO/PPC/Social Media Marketing ü Measurement/Analytics Approach ü Lead Gen Effectiveness

We invite you to…

[email protected]

Questions? Feedback? [email protected]


Live Site Analyses:

Does Google Your Website?

seo espionage - webmarketing123 webinar

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