SEO Strategies For large and small business

703 views

Published on

SEO Strategies For large and small business

Published in: Business, Technology
0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
703
On SlideShare
0
From Embeds
0
Number of Embeds
10
Actions
Shares
0
Downloads
0
Comments
0
Likes
4
Embeds 0
No embeds

No notes for slide

SEO Strategies For large and small business

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

×