Communicating the value of seo<br />Doug Platts<br />Head of Natural Search, iCrossing<br />1<br />
2<br />definition<br />Language<br />Technology<br />Demographics<br />Data<br />Business<br />Audience<br />Needs<br />Co...
Managing expectations<br />3<br />Brand management<br />Non-brand awareness<br />Larger budgets<br />Smaller budgets<br />...
4<br />reporting<br />Google Insight<br />Year on year/not month on month<br />Weighted rankings<br />Other marketing acti...
5<br />Kpis: good vs bad<br />Page views<br />Conversions<br />Bounce rate<br />Revenue<br />% of traffic driven by SEO<br...
6<br />http://www.youtube.com/watch?v=mreCrKHSYYE<br />
7<br />Only last ‘kick’ counts<br />http://www.youtube.com/watch?v=mreCrKHSYYE<br />
the user journey<br />
9<br />attribution<br />Conversions<br />Assisted Conversions<br />Attributed Conversions<br />Non-brand:14 times more val...
10<br />Where does it work?<br />
http://www.stateofsearch.com/seo-forecasting-a-poor-allocation-of-resource/<br />11<br />forecasting<br />
12<br />Things to consider<br />Client ROI<br />Current environment<br />Other marketing activity<br />Budget Allocation<b...
13<br />Google webmaster tools<br />Back link Growth<br />Impressions<br />CTR<br />Accessibility<br />
14<br />2011 SEO Strategy<br />http://www.youtube.com/watch?v=vLp9Qf99DCI<br />
15<br />Fixed vs performance models<br />Risk vs Reward<br />Visibility<br />Large Opportunity<br />Traffic<br />Limited B...
16<br />Last few words<br />Doug Platts<br />Head of Natural Search<br />@dougplatts<br />
Upcoming SlideShare
Loading in...5
×

Communicating the Value of SEO - Doug Platts - #BrightonSEO

828

Published on

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.

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

  • Be the first to like this

No Downloads
Views
Total Views
828
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
14
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Communicating the Value of SEO - Doug Platts - #BrightonSEO

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

    Clipping is a handy way to collect important slides you want to go back to later.

×