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Proving the Value of Search 9.27.11

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  • So what are the fundamentals of SEO. We’ve got the three Cs. Code, content, and connections. You need to take all of these into account when optimizing your website. Code is how your site is built, content is what is actually on the pages of your website, and connections are the links that give your site more credibility. These are all things you need to think about when considering the three Cs.
  • Be fully prepared when you approachSet up a time in their calendarKnow your companies goals and missionsKeep tactics, tech, etc. at a minimum
  • increase sales by “x” percentROAS of “y”
  • They may not realize they have a problemLeading with a solution to that may not get buy in
  • Define the problem: show missed opportunity
  • Show valuable stats to back you up
  • SEO is a harder sell than PPC
  • Build a complete picture that includes cross channel integration and how everything leads back to search
  • Use Your Tools!
  • Show search volumes, traffic, Google insights
  • Explain measurement and what success is
  • Social impacts search and vice verseStatistics
  • CostTimeNever done itUnprovenCost – ROI of “x”Time – SEO 2-5 Months, PPC instantNever done it – Competitor “x” does it and here are their resultsUnproven – See above
  • SEO takes time to be effective
  • Relatively low cost vs other channels (e.g. TV, Radio)
  • Email/Direct
  • CIO as well!!Anopp for them to add to bottom line
  • Transcript

    • 1. WEBINAR SERIES
    • 2. Proving the Value of Search
      #451Search
    • 3. Agenda
      • Search Basics
      • 4. Selling to the CMO
      • 5. SEO Tools
      • 6. Selling to Internal Teams
    • Why should I care about search?
      Worldwide, 88,000,000,000 searches are conducted on Google per month.
      34,000 Per Second
      2,000,000 Per Minute
      121,000,000 Per Hour
      3,000,000,000 Per Day
    • 7. SEO Fundamentals
      SEO Fundamentals
      Connections
      Content
      Code
      Blog
      Web Pages
      Video
      Social
      News
      Images
    • 8. Why is Search Important to Business?
      2 out of 3 of all searches onlineare driven by an offline trigger
      Source: Jupiter Research, 2007
    • 9. SERP: Organic vs. Paid Search
      Paid
      Organic
    • 10. “Ok. So I get Search.
      How do I sell it up the chain?”
    • 11. Selling to the CMO
    • 12. Problem: CMO’s Are Busy
    • 13. Solution:
      Be Prepared
      Set a Time
      Easy on Tactics
      Know your company’s marketing goals
    • 14. Solution:
      Show impact on bottom line
    • 15. Problem: Many CMO’s Come From Traditional Marketing
    • 16. Solution:
      Show missed opportunities
    • 17. Solution:
      vs.
      Compare competitors to your site
    • 18. Solution:
      Show data to back up your argument
      Show valuable stats to back you up
    • 19. Problem: Proving the Value
    • 20. Solution:
      TV
      DIRECT MAIL
      Show search as part of complete marketing picture
      SEARCH
      EMAIL
      SOCIAL
      PRINT
    • 21. Solution:
      Use all tools at your disposal
    • 22. Free
      • Overlay 2-3 metrics
      • 23. Conversion and goal tracking
      • 24. Adwords integration
      • 25. Geo-tracking
    • Free
      • Unique site visitors
      • 26. Top keywords to drive traffic
      Pro
    • Free
      • Demographic data
      • 29. Similar sites
      • 30. Traffic data
      • 31. Even more benefits with pixel association
    • Free
      • New interface (easier to use)
      • 32. ROI, ROAS reports
      • 33. Keyword opportunity reports
      • 34. Exportable reports
    • Free
      • Who are organic/PPC competitors
      • 35. Who is spending what
      • 36. The $ value of your organic campaign (in terms of PPC)
    • Free
      • Trends for your keywords/industry/products
      • 37. Illustrate demand
    • Solution:
      Show examples of success
    • 38. Problem: Social is Getting All of the Buzz
    • 39.
    • 40. Solution:
      Social impacts search – and vice versa
      Bing and google slide showing social and search
    • 41. Problem: Explaining Risks
    • 42. Solution:
      MANAGE EXPECTATIONS!
    • 43. Common objections
    • 44. SEO takes time to be effective
    • 45. PPC is instant gratification – but has a higher price
      $
      $
      $
      PPC is instant gratification…at a price
      $
      $
    • 46. Search marketing has low cost relative to other channels
    • 47. Position as a measurable and trackable solution
    • 48. Selling toInternal Marketing Teams
    • 49. Direct Mail and Email
      Direct Mailer
      Direct traffic and organic traffic increases during direct and email flights
    • 50. TV, Print, Radio, OOH
      TV, radio, print – use unique campaign links to track effectiveness
    • 51. IT Department
      IT Director, CIO, CTO
      IT can be a revenue driver– not just a cost center
    • 52. Proving the Value of Search
      • Be Prepared
      • 53. Lead with Problem, Not Solution
      • 54. Use Competitive Data
      • 55. Focus On Bottom Line Benefits
      • 56. Use Your Tools
    • Who Is 451 Marketing?
      Founded in February, 2004
      Headquartered in Boston with an office in San Francisco
      A collaboration of 25 industry veterans committed to being best-of-breed public relations, search marketing, and social media specialists
      Recently named a 2011 Boston Business Journal Pacesetter
      Google Adwords certified
    • 57. We work with and build great brands:
    • 58. QUESTIONS?
    • 59. Francis Skipper
      Director of Search Marketing
      451 Marketing100 North Washington StreetBoston, MA 02114
      617-259-1605
      francis@451marketing.com
      www.451marketing.com
      www.451heat.com
      www.Linkedin.com/in/francisskipper
      @fksip