SEO Strategies
For large and small business

3 quick questions
1. What is the size of your business?
• 0-20
• 21-50
• 50-100
• 100-300
• 300+

1. What type of business are you in?
Agency
Client
Publisher
Other

What do you do?
IT
Marketing
Management

Question 1
“Is social media
marketing part of
SEO?”

Question 1
“Is social media marketing part of SEO?”
• Yes
• No
• Not sure
• Partial

Are You My Man in the Jacket? Keywords that drive traffic?
Sydney Man in the Witchery
Cinderella Jacket Jacket ?
• Brand vs Product/Solutions
• “Promotional” vs “Findability”
• Different skill sets

Question 2
“How do you
measure the ROI of
your SEO efforts?”

Question 2
“How do you measure the ROI of your
SEO efforts?”
• Rigorously
• Loosely
• Not at all
• What’s ROI?

Incremental Revenue
ROI =
Incremental Costs
Incremental Costs Incremental Revenue
• Product development • Before / After
• • A / B Test
Content generation
• •
Agency fees KW Control groups
• •
Measurement Tracking systems (thro to $)?
• •
etc What caused the change?
• What time frame (can be long)
The easier bit The trickier bit

Measure SEO Return Measure SEO Cost
• Outsource cost
• Inhouse cost
• Spread across 3-12 months

SEM Opportunity Cost Keyword Ranking Trend
• Estimated SEM cost
required for keywords at
SEO ranking positions
(volume, CTR, CPC)
• Apply SEM ROI to calculate
SEO
return(conversion, revenue
per customers)
• Simplify the assumptions to
make conservative
estimates

Question 3
“Why does SEO
fail?”

Question 3
“Why does SEO fail?”
• Budget
• Strategy
• Implementation
• Accountability
• Other

Question 4
“Which converts
higher – SEO or
paid search?”

Question 4
“Which converts higher – SEO or paid
search?”
• SEO
• SEM
• Same
• Don’t know

What are you optimizing for?
- Conversion to Click?
- … to Action
- … to Revenue
- Timing?
- Budget?
Who’s your target customer?
What’s your call to action?
What’s your Keyword portfolio
(head / long tail)
 Invest next $ of investment
where conversion is best Source: seomoz.org

Large Conversion Pages per Time on site Bounce Rate
rate visit
SEO 28% 6.5 5.4 35%
Paid 15% 2.1 2.2 65%
Medium Conversion Pages per Time on site Bounce Rate
rate visit
SEO 7% 15.2 14.3 20%
Paid 3% 3.1 2.2 58%
Small Conversion Pages per Time on site Bounce Rate
rate visit
SEO 3% 6.2 5.4 25%
Paid 1% 5.5 4.5 39%

Question 5
“What will be the
biggest area of
change for SEO in
2009?”

Question 4
“What will be the biggest area of
change for SEO in 2009?”
• Behavioural/Personal
• Local/Mobile
• Blended/Universal
• Engagement Objects
• Other

•Based on user browsing
Non – personal Search Result
history and preferences –
searchers decide what
results are displayed
• Implications?
– Changes in SEO
Personal Search Result approaches (surprise!)
–More focus on
marketing rather than
technical aspects of SEO
– SEO vs SEM