Web-SEO Presentation

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This presentation features the results of a benchmarking survey carried out with about two dozen small- and medium-sized manufacturing, technology and service companies in western Pennsylvania. The …

This presentation features the results of a benchmarking survey carried out with about two dozen small- and medium-sized manufacturing, technology and service companies in western Pennsylvania. The focus was on Web and SEO (Search Engine Optimization).

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  • 1. PERFORMANCE BENCHMARKING WEB-SEARCH ENGINE OPTIMIZATION April 2010 Tuesday, April 27, 2010
  • 2. BACKGROUND This Web-SEO benchmarking survey is a follow on to the previous Strategic Marketing study* The earlier study, along with a review of Jay Levinson’s classic Guerrilla Marketing, led The Executive Forum to suggest a focus on Web and Search Engine Optimization *Results of the earlier study can be viewed at http://vimeo.com/9389300 Tuesday, April 27, 2010
  • 3. CURRENT STATUS When is the last time you made a major revision to your site? Nearly every company in the survey has had a 10% corporate website for ten years or more 55% 35% Significant upgrades, however, have been infrequent Within the past two years More than two years ago Never Tuesday, April 27, 2010
  • 4. YOUR WEB PRESENCE Which of the following statements best describes your web site? Barely a quarter of the respondents have a very favorable view of their site 26% A slightly higher 32% percentage of people 42% describe their site as very basic and static We have a pretty basic, static web site We have a web site of average quality compared to our competitors Our site is content rich and considered to be a leader in our industry Tuesday, April 27, 2010
  • 5. WEB CONTENT Which of the following can be found on your web site? The vast majority of companies have links to other sites and downloadable content Case Studies/ Videos Company Newsletters Client Testimonials There is very little else in the way of rich content for White Papers/ Research Links to Other Sites Social Media visitors to experience Links Other Downloadable Content Tuesday, April 27, 2010
  • 6. WEB TRAFFIC What are the most frequently used/visited Most visitors are looking at features of your web site? product and service information 26% But a large number of 21% companies don’t know what visitors are interested in 53% A great “Other” answer was: Don’t know educational content! Product/Service info Other Tuesday, April 27, 2010
  • 7. FRESH CONTENT How often do you update your site with fresh content? 32% Nearly 4 out of 5 5% companies in the survey 16% are updating their websites very infrequently 47% Weekly Monthly A few times a year Hardly ever Tuesday, April 27, 2010
  • 8. SEARCH ENGINE OPTIMIZATION Have you ever optimized your site for search engine visibility - known as Search Engine Optimization or SEO? Analysis of your search engine performance can Companies that have performed SEO be done quickly and 47% inexpensively -- and is the best way to determine Companies that have NOT performed SEO what types of 53% improvements to make Tuesday, April 27, 2010
  • 9. SEARCH ENGINE OPTIMIZATION Do you have a clear idea what it would take to improve your site’s search engine performance? A majority of companies are not sure how to optimize Yes 42% the visibility of their sites on the major search No engines. 58% Tuesday, April 27, 2010
  • 10. WEB TRAFFIC Do you analyze your web traffic -- for instance tracking which pages are most frequently visited -- and act upon this information? A majority of companies in the study do not analyze traffic to their site Yes This analysis is not 47% difficult to perform - and No can lead to important 53% insights about customers and prospects Tuesday, April 27, 2010
  • 11. THE WEB & BUSINESS DEVELOPMENT Which statement best describes the role the web plays in your marketing and sales efforts? Nearly 2/3 of the We can clearly attribute revenue to the website companies report that the 16% web plays a marginal role in supporting sales Our site doesn't get much attention Our site is an important source of sales leads 42% Less than 1 in 5 can 21% clearly attribute sales to their web presence We get decent traffic, but minimal "conversion" 21% Tuesday, April 27, 2010
  • 12. SOCIAL MEDIA Are you or your company active on any of It is important to note the following? that nearly 40% of the respondents are not 10 active on social media 8 For those that are, 5 LinkedIn and Facebook 3 are the main vehicles LinkedIn Facebook 0 Twitter “Other” responses: Other YouTube and Blogs Tuesday, April 27, 2010
  • 13. SOCIAL MEDIA & THE FUTURE Do you believe that Social Media Marketing could have a positive impact on your company’s performance in the next 12-24 months? A clear majority believe that Social Media can impact their companies’ Yes performance 68% No Those who don’t, should 32% probably ... think again! Tuesday, April 27, 2010
  • 14. SOCIAL MEDIA OPTIONS Which Social Media channels are likely to have the greatest impact on your company? 6% For those that see Social 17% Media impacting their companies’ performance, the 28% vast majority are focused on 50% LinkedIn and Facebook LinkedIn Facebook Twitter Other Tuesday, April 27, 2010
  • 15. CHANGES- A SPLIT DECISION What one thing This was a “free text” would you like to change about your web presence? response, so there was great variety in the responses 21% A majority, however, had 16% specific changes in mind 26% 16% (e-Commerce, Blogs and search engine performance) 21% The most common answer Not sure/Don’t know e-Commerce was: not sure or don’t know SEO performance A blog Other Tuesday, April 27, 2010
  • 16. NEW FEATURES What one new feature would you like to incorporate into your web site? 5% 11% While the jury was split 32% 11% again on a free text question, there was a lot of specificity 16% to the respondents answers 26% Video/Testimonials Support for sales A blog SEO performance Improved content Not sure/Don’t know Tuesday, April 27, 2010
  • 17. CONCLUSIONS The benchmarking data suggests lots of possibilities for growing your web presence The following slides offer 10 steps you can take immediately (okay, not all at once, but still ...) Tuesday, April 27, 2010
  • 18. TAKEAWAYS If you haven’ alread t y, chec out the k earlier Strate gic Marke ting s tudy Tuesday, April 27, 2010
  • 19. TAKEAWAYS If you haven’ alread t y, chec out the k earlier Strate gic Marke ting s tudy Tuesday, April 27, 2010
  • 20. TAKEAWAYS If you haven’ update t d your site in more than t wo yea you pr rs, obably should Tuesday, April 27, 2010
  • 21. TAKEAWAYS If you haven’ update t d your site in more than t wo yea you pr rs, obably should Tuesday, April 27, 2010
  • 22. TAKEAWAYS If you don’t h links ave to othe sites a r nd downl oad conten able t ... ge t ‘em! Tuesday, April 27, 2010
  • 23. TAKEAWAYS If you don’t h links ave to othe sites a r nd downl oad conten able t ... ge t ‘em! Tuesday, April 27, 2010
  • 24. TAKEAWAYS Think about Case S tudies Client , Testim onials White , Papers Resear , ch & Videos Tuesday, April 27, 2010
  • 25. TAKEAWAYS Think about Case S tudies Client , Testim onials White , Papers Resear , ch & Videos Tuesday, April 27, 2010
  • 26. TAKEAWAYS If you don’t know what people are checki ng out on you r site, find o ut! Tuesday, April 27, 2010
  • 27. TAKEAWAYS If you don’t know what people are checki ng out on you r site, find o ut! Tuesday, April 27, 2010
  • 28. TAKEAWAYS If you do kno what v w isitors are che ck out, EN ing GAGE them Tuesday, April 27, 2010
  • 29. TAKEAWAYS If you do kno what v w isitors are che ck out, EN ing GAGE them Tuesday, April 27, 2010
  • 30. TAKEAWAYS Comm it to updati ng you site wi r th someth ing (anyth ing!) new ev ery month Tuesday, April 27, 2010
  • 31. TAKEAWAYS Comm it to updati ng you site wi r th someth ing (anyth ing!) new ev ery month Tuesday, April 27, 2010
  • 32. TAKEAWAYS Analy ze you search r engin perform e a it’s eas nce; y - an an eye d opener ! Tuesday, April 27, 2010
  • 33. TAKEAWAYS Analy ze you search r engin perform e a it’s eas nce; y - an an eye d opener ! Tuesday, April 27, 2010
  • 34. TAKEAWAYS If you ’re not gettin g lead from y s our we site, en b gage key ac counts about it Tuesday, April 27, 2010
  • 35. TAKEAWAYS If you ’re not gettin g lead from y s our we site, en b gage key ac counts about it Tuesday, April 27, 2010
  • 36. TAKEAWAYS Consid Social er Media start s ; imple and bu ild fro m there Tuesday, April 27, 2010
  • 37. TAKEAWAYS Consid Social er Media start s ; imple and bu ild fro m there Tuesday, April 27, 2010
  • 38. BRYAN J. FISCHER OneStepBeyond 1415 Macon Avenue 8 Pittsburgh, PA 1521 412.849.7261 yondllc.com bfischer@onestepbe THANKS! If you are interested in more information or have questions or comments, please don’t hesitate to contact me. Tuesday, April 27, 2010