Forecasting, Presenting and Explaining SEO to Management

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From Pro SEO Seminar 2011 (Boston,) Conductor CEO Seth Besmertnik guides you through the topic of “Forecasting, presenting and explaining SEO to management". Download this session and related materials and you'll soon have the skills to create a successful SEO empire, drive the SEO conversation at your organization, engage with CMO's, increase share of search, calculate SEO ROI and communicate SEO success.

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Forecasting, Presenting and Explaining SEO to Management

  1. 1. Forecasting, Presenting and Explaining SEO to Managementconductor.com/proboston
  2. 2. “The success has noticed significant growth in SEO traffic and “Travelocity our SEO shortcomings a combination of the people, “Searchlight identifiesof Searchlight is based onand increases our natural search ranking. the technology and the results. Conductor.” - Jeff Glueck, bookings since engaging there. - - Jeremy Smith, Secondmarket Searchlight is the best solution outwith “ ” Stefan Heeke, Siemens Travelocityconductor.com/proboston
  3. 3. MARKET EVOLUTION 2005 - PRESENT Major Opportunity PPC SEO Tried SEO, Recession – SEO as the next Marginal Success The Rise of Paid maxed out paid major frontier Search – companies focused hard hereconductor.com/proboston
  4. 4. SEO ISSCHOOL SEO OLD MAINSTREAM Any SEO guy can now get into the Wall Street Journal “"Overall Google has done a great job and there are very few cracks in the system," said Seth Besmertnik, chief executive ofConductor Inc., a company that helps companies such as General Electric Co. and Federal Express rank highly on search engines. "But spammers are getting smarter and Google needs to keep getting smarter." - Seth Besmertnik, Conductorconductor.com/proboston
  5. 5. Worried What Your SEO Guys Are Up To? - Mike Arrington, TechCrunch Editor“ “ ...wondering who exactly is doing what to your brand out there in SEOland, and how bad of a hit you might take...“ “ ...they just want to know exactly what their SEO consultants are up to...conductor.com/proboston
  6. 6. TODAY WE’RE HERE TO GROW SEO1. Build a successful and transparent SEO empire2. Drive the SEO conversation3. Engage with CMO’s4. Increase your share of voice5. Prove SEO ROI6. Communicate SEOconductor.com/proboston
  7. 7. 3.Measure 2.Invest 4.Scale 1.Try 5.Competeconductor.com/proboston
  8. 8. FIVE STAGES OF SEO MATURITYconductor.com/proboston
  9. 9. conductor.com/proboston
  10. 10. Budget Strategy Metrics 90 80000 STRIKING 68 60000 DISTANCE 45 23 40000 20000 92% of traffic comes from page 1 0 0Personnel Jan Feb MarEngineering/Production RankSEO Technology Trafficconductor.com/proboston
  11. 11. BASIC KEYWORD SORTERconductor.com/proboston
  12. 12. conductor.com/proboston
  13. 13. Budget Strategy Metrics Aggregate Keyword Search Volume 800,000 12 GROW 600,000 400,000 9 6 Keyword Expansion 200,000 3 0 0 Jan Feb March Search Volume Personnel Engineering/Production Average Rank SEO Technology Content Link Buildingconductor.com/proboston
  14. 14. KEYWORD EXPANSIONconductor.com/proboston
  15. 15. SETTING SEO EXPECTATIONSconductor.com/proboston
  16. 16. conductor.com/proboston
  17. 17. THE BOSS WANTS TO SEE ROIconductor.com/proboston
  18. 18. Be bus c om ine e a ss g uyconductor.com/proboston
  19. 19. TALKING THEIR LANGUAGE This is an actual conversation about SEO said in two different ways... “ Our revenue for the site is down because pages were not optimized for natural search and we’re no longer directing people to preferred landing pages that have the highest conversion rates. Optimizing pages for natural search, creating optimal landing pages and correcting how the old site redirects to the new site will have a significant increase to our ROI.... “conductor.com/proboston
  20. 20. TALKING THEIR LANGUAGE This is an actual conversation about “ SEO said in two different ways... Our revenue for the site is down because pages were not optimized for natural search and we’re no longer directing people to preferred landing pages that have the highest conversion rates. Optimizing pages for natural search, creating optimal landing pages and correcting how the old site redirects to the new site will have a significant increase to our ROI.... “conductor.com/proboston
  21. 21. Budget Strategy Metrics TIE SEO SEO ROI METRICS TO 1,000,000 1000000 750,000 750000 BUSINESS METRICS 500,000 500000 250,000 250000 Warning! Measure now or 0 0 lose investment Jan Feb March Revenue Personnel Traffic Engineering/Production SEO Technology Content Continuing Education Link Buildingconductor.com/proboston
  22. 22. CAMPAIGN SPECIFIC ROIRankings TrafficRevenue
  23. 23. UNOPTIMIZED SEO INFO GRAPHIC
  24. 24. SEO ROI = SEO Revenue - Revenue you’d get from doing nothing Investment in SEOconductor.com/proboston
  25. 25. FACTORS TO CALCULATE All Natural Multi Session All Keywords Revenue Revenue REVENUE Non-Branded YOY First Click Keywords SEO Headcount COST Technology Programsconductor.com/proboston
  26. 26. HOW TO LOOK BAD REVENUE Non-Branded YOY First Click Keywords SEO Headcount COST Technology Programsconductor.com/proboston
  27. 27. HOW TO LOOK GOOD All Natural Multi Session Revenue Revenue REVENUE Non-Branded Keywords SEO Headcount COST Technology Programsconductor.com/proboston
  28. 28. HOW TO LOOK GREAT All Natural Multi Session All Keywords Revenue Revenue REVENUE SEO ( )- % of Social Headcount COST Technology % of PR % of PPC Programs % of Otherconductor.com/proboston
  29. 29. REVENUE All Keywords, All Natural Revenue, Multi-Session Good Great Non-Branded, All Natural, Multi-sessionNon-Brand, YOY Delta, First Click Bad All SEO Headcount + (All SEO Headcount + Technology & Technology & Program Program Investment) - % of PPC, PR, Investment SOCIAL Costs Cost conductor.com/proboston
  30. 30. SEO P&L WORKSHEET
  31. 31. conductor.com/proboston
  32. 32. Budget Strategy Metrics ORGANIZE 1,500 Keyword Pipeline AND 1,125 750 PRIORITIZE 375 0 Make all keywords winners Category 1 Category 2 Category 3 1-10 11-20 Personnel 21+ Engineering/Production SEO Technology Content Continuing Education Link Buildingconductor.com/proboston
  33. 33. CAMPAIGN MANAGEMENTA Content Building Your US SEO New Keyword Program Agency Discovery
  34. 34. BUILD AN SEO TEAM I’m I’m the Strategist/ the Project Analyst Manager I’m I’m the Link the Content Builder Writer I’m the Keyword Jockeyconductor.com/DMF2011
  35. 35. conductor.com/proboston
  36. 36. Budget Strategy Metrics SEO Market Share CRUSH THE COMPETITION SEO is a Zero Sum Game Company 1 Personnel Company 2 Engineering/Production Company 3 SEO Technology Others Content Continuing Education Link Buildingconductor.com/proboston
  37. 37. CREATE INTERNAL COMPETITIONconductor.com/proboston
  38. 38. SEO DASHBOARD INSERT SCREEN SHOTconductor.com/proboston
  39. 39. DOWNLOAD TODAY1. Conductor SEO ROI Worksheet2. Conductor Keyword Sorter3. Conductor Market Opportunity Worksheet4. Conductor SEO Maturity Assessment5. Conductor 4 Quarter Share of Search Worksheet6. Todays Presentation and Unoptimized SEO White-paper Download All Todays Materials From conductor.com/probostonconductor.com/proboston
  40. 40. Q&ASETH@CONDUCTOR.COMTWITTER: @BESMERTNIK

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