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1. 4 Reasons Your CEO Needs to Know About SEO
Top Tips for Online Business Success in 2012
Toll: +1 (646) 558-2124
Access Code: 694-690-755
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@bradleywjoe
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2. Housekeeping Items
 Are the slides available?
 Yes! Please email seo@webmarketing123.com
 We want to hear from you!
@webmarketing123
facebook.com/webmarketing123
 Want to learn more?
 Contact us for a complimentary SEO Diagnostic. Details
at end of webinar.
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@bradleywjoe

3. Webinar Agenda
1 The Case for Online Marketing
Why 1st Page ranking is important to achieve business goals online
2 Calculating the Cost of the Problem
Understand how the lack of an online presence creates costs for your business
3 Competitive Analysis
Learn how your competition is leveraging SEO to drive their business results
4 SEO and ROI
How to tie SEO results to financial impact
#wm123
@bradleywjoe

4. Webinar Agenda
1 The Case for Online Marketing
Why 1st Page ranking is important to achieve business goals online
2 Calculating the Cost of the Problem
Understand how the lack of an online presence creates costs for your business
3 Competitive Analysis
Learn how your competition is leveraging SEO to drive their business results
4 SEO and ROI
How to tie SEO results to financial impact
#wm123
@bradleywjoe

5. 1 Online Ad Spend Is On The Rise
Budgets for digital marketing initiatives are increasing both in
absolute total, as well as in their proportion of entire marketing
budgets
Source: American Marketing Association, Forrester Research’s US
Interactive Marketing Forecast 2009-2014; Cambridge, Mass
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@bradleywjoe

6. 1 Biggest Factors Influencing Online Success
Comparing the most popular digital marketing channels
Source: First Annual Webmarketing123 Digital Marketing Survey
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7. 1 What is at Stake?
Search engine usage is growing rapidly
Currently, there are more
than 3 billion
searches/day on Google
Courtesy: SEOmoz
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@bradleywjoe

8. 1 Search Engine User Behavior
If you are not on the 1st page, you are invisible to most searchers
Source : Jupiter Research, 2010 #wm123
@bradleywjoe

9. 1 Search Engine User Behavior
Investigate Google Insights to compare long-term trends:
www.google.com/insights/search
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10. 1 What’s at Stake for Your Business?
Google’s keyword tool provides specific insights to marketers
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11. Key Thought #1
1. Identify the top 5 keywords your
company needs to appear #1 on
Google for today.
2. How many monthly searches are
there for those 5 terms?
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@bradleywjoe

12. Webinar Agenda
1 The Case for Online Marketing
Why 1st Page ranking is important to achieve business goals online
2 Calculating the Cost of the Problem
Understand how the lack of an online presence creates costs for your business
3 Competitive Analysis
Learn how your competition is leveraging SEO to drive their business results
4 SEO and ROI
How to tie SEO results to financial impact
#wm123
@bradleywjoe

13. 2 Calculating the Cost of the Problem
By applying standard conversion metrics throughout the purchasing
funnel, we can identify lost revenue on a monthly basis
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@bradleywjoe

14. Key Thought #2
1. What are the conversion metrics
(avg. close rates, avg. sale price,
etc.) for your business?
2. For your business, is there a
significant cost for not ranking
highly on the search engines?
#wm123
@bradleywjoe

15. Webinar Agenda
1 The Case for Online Marketing
Why 1st Page ranking is important to achieve business goals online
2 Calculating the Cost of the Problem
Understand how the lack of an online presence creates costs for your business
3 Competitive Analysis
Learn how your competition is leveraging SEO to drive their business results
4 SEO and ROI
How to tie SEO results to financial impact
#wm123
@bradleywjoe

16. 3 Website Content
How to write for search engines
• Search engines learn what your site is about by reading your content
• Optimal site content will sound natural to readers but also include mentions of
targeted keywords
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@bradleywjoe

17. 3 Website Content
What Google Sees
What We See
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18. 3 Meta Content
What it is
Main Elements Consist of:
a) Page Title
b) Description
c) And sometimes… Keywords
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@bradleywjoe

19. 3 Meta Content
What it is
Main Elements Consist of:
a) Page Title
b) Description
c) And sometimes… Keywords
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@bradleywjoe

20. 3 Meta Content
Facebook Groups: B2B Lead Gen
Include descriptive keywords and phrases in page titles
Keywords in the First or Second Position of the Page Title Have the Highest Impact!

21. 3 How Many Keywords To Target Per Page?
Develop a “mapping” document that targets 3-5 keywords per page
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22. 3 Inbound Links
Links from other highly relevant websites, back to yours
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23. Key Thought #3
1. Visit you top competitor’s home
page
2. View the source code and locate
what keywords are in the <title> and
<description> tags
3. How does this compare with your
SEO strategy?
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@bradleywjoe

24. Webinar Agenda
1 The Case for Online Marketing
Why 1st Page ranking is important to achieve business goals online
2 Calculating the Cost of the Problem
Understand how the lack of an online presence creates costs for your business
3 Competitive Analysis
Learn how your competition is leveraging SEO to drive their business results
4 SEO and ROI
How to tie SEO results to financial impact
#wm123
@bradleywjoe

25. 4 SEO Is A Means To An End
Why SEO matters to achieve business success
1
Keyword
Rankings
2
Increased
Traffic
3
Lead and
Sales
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@bradleywjoe

26. 4 Watch Your Keyword Rankings
Measure on a weekly, bi-weekly, or monthly basis
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@bradleywjoe

27. 4 Analyze Organic Search Traffic
Measures effectiveness of the SEO program
Filter out “branded” traffic
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@bradleywjoe

28. 4 Track Your Goals
Tie SEO effectiveness to lead and sales flow
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29. 4 How to Measure ROI
Full Funnel Digital Visibility
- Most B2B marketers would
attribute success at the point of
lead capture, i.e. “conversions”
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30. 4 How to Measure ROI
Full Funnel Digital Visibility
- Reality is that there are several - Worse yet, without closing the
touch points before the loop with Sales to determine if
“conversion” that influenced the those leads led to new revenue,
purchase decision we are NOT making sound
business decisions
- Marketing currently gets no
credit for these!
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@bradleywjoe

31. 4 The Best SEO Reporting
Measuring SEO effectiveness by identifying keywords that drove the
best conversions and sales
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@bradleywjoe

32. Key Thought #4
1. When you signed off on your
business plan goals for 2012, what
did you commit to (10% increase in
leads/sales, etc.)?
2. Can you identify the marketing
channels that will help you achieve
these goals?
#wm123
@bradleywjoe

33. Contact Us about Qualifying for a Complimentary Analysis
- “Cost of the Problem” Analysis: Discover the cost of not
ranking in the top positions on search engines. How much
revenue is being lost to competitors with the best rankings?
- Competitive Report: Find out where you rank against your top
competitors and what tactics they’re employing
- ROI Tracking: Detailing the keywords and sources that visitors
are using to discover your website and if those visitors are
converting into leads and sales
Please contact:
contact@webmarketing123.com
#wm123
@bradleywjoe

34. Key Takeaways
• Identify Where You Are Today: Determine whether the
lack of strong search engine ranking is a significant enough
cost for your business (it might not be).
• Tie Everything to Revenue: Fill out the “Cost of the
Problem” framework for your business. Does this make a
strong case for online investment?
• Achieve 2012 Marketing Goals: SEO is the most cost-
efficient way to generate qualified sales and leads. Take
advantage of search demand for your industry and leverage
this to achieve your 2012 business plan goals.
#wm123
@bradleywjoe

35. Thank You!

36. Contact Us about Qualifying for a Complimentary Analysis
- “Cost of the Problem” Analysis: Discover the cost of not
ranking in the top positions on search engines. How much
revenue is being lost to competitors with the best rankings?
- Competitive Report: Find out where you rank against your top
competitors and what tactics they’re employing
- ROI Tracking: Detailing the keywords and sources that visitors
are using to discover your website and if those visitors are
converting into leads and sales
Please contact:
contact@webmarketing123.com
#wm123
@bradleywjoe