SES NY 2013 | Seth Besmertnik: "SEO in the Boardroom: Tangible Search Metrics"


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C-level executives have become increasingly interested in seeing tangible search metrics tied to business objectives and returns. And with good reason - natural search is the most important inbound marketing channel, outperforming paid search 2:1 and social media 4:1. As the value of natural search as a legitimate and thriving marketing channel has evolved, the need for modern marketers to run their SEO programs with the same level of accountability and predictability as paid search has intensified. In order to do so, they must have advanced tools and technologies in place to measure the return on investment of their SEO efforts, drive executive visibility and buy-in for natural search budget and headcount, and create a predictable model for revenue growth from natural search.

These presentation materials are from a session moderated by Simon Heseltine (Director of SEO, AOL Inc.), and presented by Seth Besmertnik (CEO, Conductor, Inc). Chuck Price (President & CEO, Measurable SEO) also presented in this session. The download at includes:

-Seth Besmertnik's presentation from the session
-An SEO Budget calculator to quantify the case for resources to management
-Information about Workspaces in Searchlight to report success to your organization

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SES NY 2013 | Seth Besmertnik: "SEO in the Boardroom: Tangible Search Metrics"

  1. 1. SEO Leadership• 150+ pieces of SEO thoughtleadership in 2012• C3, the largest user conferencein enterprise SEO• Dedicated to raising the profileof search marketersConductor Searchlight• Supporting SEO success forover 2000 leading brands• $4.5B in SEO revenue undermanagement• 18TB of SEO data collectedweeklyWho We Are• Founded in 2006• Located in New York, SanFrancisco, and Boston
  2. 2. Consumers Revolting Against Traditional Marketing
  3. 3. 86% of people skip TV ads
  4. 4. 44% of direct mail is never opened
  5. 5. 200 million on the FTC “Do Not Call”
  6. 6. Percent changeWatching TV5%Using the Internet121%Listening tothe radio(not online)-15%Readingnewspapers(not online)-26%Readingmagazines(not online)-18%“In a typical week, how many hours do youspend doing each of the following?
  7. 7. 84% of people leave website withintrusive of irrelevant ads
  8. 8. 91% of email users have unsubscribed from acompany email they previously opted into
  9. 9. {{Outbound InboundMarketing Has Changed to Adapt
  10. 10. Customers are choosing to haveconversations on their terms
  11. 11. There are 3 billion searches every day
  12. 12. Direct19%7%.8%.7%Organic Search is Almost Always the #1 or #2 TrafficSource to Any Product or Service Company WorldwideSource: Shareaholic Feb 2012 All Traffic Sources Report(organic)50% +2%1%
  13. 13. SEO Out Performs Paid Search by 2xand Social Media by 4XSource: Hubspot, State of Inbound Marketing, 2012
  14. 14. 11%8%92%TrafficSpend89%11%Natural Search is Most Under SpentChannel in Web MarketingSources: Forrester, ComScoreNatural92%of all searchengine clicks11%of search spendPaid89%of search spendOnly 8%of all searchengine clicks
  15. 15. Profiles with SEOlisted in job description249,5962011528,6422012Businesses are Trying to Keep Upby Hiring at an Unprecedented Pace2006 20121900%Job Listingsincluding SEO
  16. 16. Achieve success with cross-functional collaboration
  17. 17. The SEO Function scales horizontallyrather than vertically
  18. 18. What They Think:What You Say:We’ve got some problems withmissing alt tagsWhatever this guy is talkingabout, I don’t have the time tolearn what it isThere was an algorithm updateto GoogleWhat the business value here?We have some canonical tagissuesAll I hear is technical mumbojumboThis is an in-depth look at ourbacklink profileThis SEO stuff is highly technicaland not scalable
  19. 19. Delivering SEO Insight Effectively to LeadershipHow are we tracking against our KPIs andmilestones?What is our ROI/revenue performance?How do we compare versus the competition?
  20. 20. SEO ROI =SEORevenue-RevenueYou’dGetfromDoingNothingInvestmentinSEOFiguring Out SEO ROI?
  21. 21. Building an ROI ModelGood GreatBadAll Keywords, AllNatural Revenue,Multi-Session(All SEO Headcount +Technology & ProgramInvestment) - % of PPC,PR, SOCIAL CostsNon-Branded, AllNatural, Multi-sessionNon-Brand, YOYIncremental, Last ClickAll SEO Headcount +Technology & ProgramInvestmentREVENUECOST
  22. 22. ROI & Revenue: Return on Rankings0102030405060708090100010,00020,00030,00040,00050,00060,00070,00080,0001 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24RankTrafficandRevenueWeekRevenue Return on Rankings for Apparels CategoryTraffic Revenue RankQ1 Q2AverageRank 32 9Traffic 78,653 239,236Revenue $157,306 $478,472ROI 247% 1852%
  23. 23. ROI & Revenue: Return on Rankings1112131415161718191020,00040,00060,00080,000100,000120,000140,000160,0001 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24RankTrafficandRevenueWeekRevenue Return on Rankings for Apparels CategoryTraffic Revenue Rank
  24. 24. KPIs and Milestones: Rank PerformancePage 1KeywordsPage Keyword Rank Growth YoY1 +2302 -93 +54Page 2+Keywords
  25. 25. KPI and Milestones: Leading Indicators to ROIKeyword KPIs URL KPIs Competitive KPIsUnique Ranking URLsURL/Keyword SaturationRanking KeywordsPercentage Ranking KeywordsMarket Share vs. Competitor 1Prime Keyword Win %
  26. 26. Your Critical Wins and Misses
  27. 27. Competitive Insight: Market Share vs. Key CompetitorsYouCompetitors
  28. 28. Competitor 2Competitor 1Competitive Insight: Bottoms Up Competitive InsightChannel Partner Manufacturer
  29. 29. Where Amazon is Beating Us vs. TargetYouCompetitor Competitor
  31. 31. What They Think Do:What You Say:Here’s how our market hasimproved versus our mostimportant competitorThis is really helpful. Do youneed more resources?Here are the top 10 revenueopportunities in natural searchI want to go after this. Do youneed more money?This is a new competitor weidentified as trending upwardsAn investment in content fornatural search would really payoff. Do you need moreengineers?Here are the steps we musttake if we want to protect ourcurrent revenueThis sounds good but youdeserve a vacation first
  32. 32. For more resources and the full presentation, visit: this Presentation