Communicating the Value of SEO - Doug Platts - #BrightonSEO

  • 732 views
Uploaded on

Originally presented at http://www.brightonseo.com …

Originally presented at http://www.brightonseo.com

No matter what the size of your client, or whether you work for an agency or for yourself, one of the biggest challenges is being able to clearly communicate the value of SEO to your clients.

From managing expectations, to defining KPIs, to identifying what to report on in order to allow your clients to understand how SEO factors within their marketing mix.

More in: Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
732
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
13
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Communicating the value of seo
    Doug Platts
    Head of Natural Search, iCrossing
    1
  • 2. 2
    definition
    Language
    Technology
    Demographics
    Data
    Business
    Audience
    Needs
    Commercial
    Client Objectives
    Landscape
    Identity
    Geographic
    Strategic
    Market
    Brand
    Seasonality
    Values
  • 3. Managing expectations
    3
    Brand management
    Non-brand awareness
    Larger budgets
    Smaller budgets
    Long signoff/Compliance
    Bigger expectations
    More resource capacity
    More agile
    Less resource
    Multiple projects
    Higher level of understanding
    New to SEO
    Multiple agencies
    Sole marketing channel
    Market share
    High reliance on return
    Target terms (broad campaign)
    Target terms (focussed campaign)
  • 4. 4
    reporting
    Google Insight
    Year on year/not month on month
    Weighted rankings
    Other marketing activities
    Competitor data
    Other marketing channels
    Google Webmaster Tools
    Keep a calendar
  • 5. 5
    Kpis: good vs bad
    Page views
    Conversions
    Bounce rate
    Revenue
    % of traffic driven by SEO
    Profit
    Vanity terms
    Brand awareness
    Generic term visibility
    Time on site
    PageRank
    Tail term visibility
    Traffic driving keywords
  • 6. 6
    http://www.youtube.com/watch?v=mreCrKHSYYE
  • 7. 7
    Only last ‘kick’ counts
    http://www.youtube.com/watch?v=mreCrKHSYYE
  • 8. the user journey
  • 9. 9
    attribution
    Conversions
    Assisted Conversions
    Attributed Conversions
    Non-brand:14 times more value
    brand: 9 times more value
    http://econsultancy.com/uk/blog/7229-social-media-and-seo-massively-undervalued-study
  • 10. 10
    Where does it work?
  • 11. http://www.stateofsearch.com/seo-forecasting-a-poor-allocation-of-resource/
    11
    forecasting
  • 12. 12
    Things to consider
    Client ROI
    Current environment
    Other marketing activity
    Budget Allocation
    Actual data
    Opportunity analysis
    “Educated” Guess
    Reforecast
    Many variables
    “standard deviation bounds”
  • 13. 13
    Google webmaster tools
    Back link Growth
    Impressions
    CTR
    Accessibility
  • 14. 14
    2011 SEO Strategy
    http://www.youtube.com/watch?v=vLp9Qf99DCI
  • 15. 15
    Fixed vs performance models
    Risk vs Reward
    Visibility
    Large Opportunity
    Traffic
    Limited Budgets
    Revenue
    Non-SEO Factors
    Timely Implementation
  • 16. 16
    Last few words
    Doug Platts
    Head of Natural Search
    @dougplatts