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Transcript

  • 1. SEO FOR CEOS Doug Platts Snr Director, SEO iCrossing @dougplatts
  • 2. THE CEO
  • 3. IMPORTANCE GROWTH IN THE BOARDROOM STRATEGY INVESTMENT
  • 4. IMPORTANCE
  • 5. EVERYONE’S DOING IT
  • 6. Branded vs. Non BrandedOrganic Search VisitsData: Top 20,000 Keywords - Omniture SiteCatalyst, 2011TRAFFIC IMPORTANCE Non Bran UNDERSTAND YOUR ANALYTICS Unavailab BrandedBRAND NON-BRAND
  • 7. ALIGN TO YOUR BUSINESS GOALS
  • 8. KPIS: GOOD VS BAD CONVERSIONS PAGE VIEWS REVENUE BOUNCE RATE PROFIT % OF TRAFFIC FROM SEOBRAND AWARENESS VANITY TERMS GENERIC TERMS TIME ON SITE TAIL TERMS PAGERANK/MOZRANKTRAFFIC DRIVING TERMS
  • 9. GROWTH
  • 10. DATA YEAR ON YEAROTHER ACTIVITYOTHER CHANNELS COMPETITORS HIGH LEVEL
  • 11. FORECASTING
  • 12. THINGS TO CONSIDER ROI CURRENT ENVIRONMENTBUDGET ALLOCATION MARKETING ACTIVITY OPPORTUNITY ACTUAL DATA‘EDUCATED’ GUESS REFORECAST MANY VARIABLES STANDARD DEVIATION BOUNDS
  • 13. STRATEGY
  • 14. HIGH-LEVEL SUCCESS FUNDAMENTALSBARRIERS SUCCINCT
  • 15. EVOLVING STRATEGY
  • 16. INVESTMENT
  • 17. MANAGING EXPECTATIONS BRAND AWARENESS BRAND MANAGEMENT SMALLER BUDGETS LARGER BUDGETS BIGGER EXPECTATIONS MULTIPLE PROJECTS MORE AGILE LONG SIGNOFF LESS RESOURCE MORE RESOURCESOLE MARKETING CHANNEL SOLE MARKETING CHANNELHIGH RELIANCE ON RETURN MARKETSHARE NEW TO SEO HIGHER LEVEL OF KNOWLEDGE FOCUSSED CAMPAIGN BROAD CAMPAIGN
  • 18. TIERED GROWTH
  • 19. TEST AND LEARN
  • 20. LAST FEW WORDS Doug Platts Snr Director, SEO iCrossing @dougplatts