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SEO Strategies For large and small business
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SEO Strategies For large and small business

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SEO Strategies For large and small business

SEO Strategies For large and small business

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  • 1. SEO Strategies For large and small business
  • 2. 3 quick questions 1. What is the size of your business? • 0-20 • 21-50 • 50-100 • 100-300 • 300+
  • 3. 1. What type of business are you in? Agency Client Publisher Other
  • 4. What do you do? IT Marketing Management
  • 5. Question 1 “Is social media marketing part of SEO?”
  • 6. Question 1 “Is social media marketing part of SEO?” • Yes • No • Not sure • Partial
  • 7. 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
  • 8. Question 2 “How do you measure the ROI of your SEO efforts?”
  • 9. Question 2 “How do you measure the ROI of your SEO efforts?” • Rigorously • Loosely • Not at all • What’s ROI?
  • 10. 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
  • 11. Measure SEO Return Measure SEO Cost • Outsource cost • Inhouse cost • Spread across 3-12 months
  • 12. 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
  • 13. Question 3 “Why does SEO fail?”
  • 14. Question 3 “Why does SEO fail?” • Budget • Strategy • Implementation • Accountability • Other
  • 15. Question 4 “Which converts higher – SEO or paid search?”
  • 16. Question 4 “Which converts higher – SEO or paid search?” • SEO • SEM • Same • Don’t know
  • 17. 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
  • 18. 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%
  • 19. Question 5 “What will be the biggest area of change for SEO in 2009?”
  • 20. Question 4 “What will be the biggest area of change for SEO in 2009?” • Behavioural/Personal • Local/Mobile • Blended/Universal • Engagement Objects • Other
  • 21. •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