C:\My Movies\2 Search Enginge Optimization Seth Besmertnik

544
-1

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
544
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  •  
  • TALK TO ALL ‘About Conductor’ Points….Conductor has developed the leading platform for analyzing, managing, and optimizing natural searchCompany Founded in 2005 in NYC60+ employees, with backgrounds from Google, Yahoo, MSN, agencies, and technology providers‘Conductor Research Labs’ devoted to providing empirical answers to the mysteries of natural searchProvides service to more than 200 leading marketers
  • Paid search can be tracked to a hard ROI.Natural search today is unaccountable.
  • No one assumes you’re doing display, or PPC unless you’re committing resources outside of your budget
  • (This slide explains the ‘getting to the PPC ideal concept)
  • (This slide explains the ‘getting to the PPC ideal concept)
  • C:\My Movies\2 Search Enginge Optimization Seth Besmertnik

    1. 1. Search Engine Optimization (SEO)Unlocking the Most Powerful Segment of Web-Marketing<br />Seth Besmertnik, CEOSeptember 30th, 2009 at FirstMark Online Marketing Summit<br />
    2. 2. What is Conductor, Inc.<br />“Travelocity has noticed significant growth in SEO traffic and bookings since engaging with Conductor.”<br />- Jeff Glueck, CMO - Travelocity<br /><ul><li>Conductor has developed the leading platform for analyzing, managing, and optimizing natural search
    3. 3. Company Founded in 2005 in NYC
    4. 4. 60+ employees, with backgrounds from Google, Yahoo, agencies, and technology providers
    5. 5. ‘Conductor Research Labs’ devoted to providing empirical answers to the mysteries of natural search
    6. 6. Provides service to more than 200 leading marketers</li></li></ul><li>THE FOLLOW IS BASED ON A TRUE STORYPLEASE SIT BACK IN YOUR CHAIRS TO PREVENT FROM FALLING OVER WITH EXCITEMENTCONDUCTOR/FIRSTMARK IS NOT RESPONSIBLE FOR ANY HEALTH RELATED INCIDENTS OCCURING FROM WATCHING THIS PRESENTATION <br />
    7. 7. Deep In Middle America….<br />
    8. 8. There was an important meeting…<br />CEO: So it’s settled! We will start the work on the water purification plant in 12 months<br />CFO: The budgets have been approved and we are ready to go<br /> BOB: There are only a missing pieces to our planning needed<br />Fantastic! We are going to change the world!<br />ACME Project Planning Committee<br />
    9. 9. Bob Begins Searching for a Critical Vendor<br />
    10. 10. Long Story Short…<br />. . .<br />
    11. 11. 6 Months Later<br />CONTRACT SIGNED <br />750mm Dollars<br />
    12. 12. More Success Stories in B2B<br />Help Desk Software<br />120k in Revenue<br />Email Marketing<br />280k in Revenue<br />Email Encryption<br />420k in Revenue<br />VPN<br />339k<br />Marketing Automation<br />190k in Revenue<br />Network Management Software<br />90k in Revenue<br />Engineering Process Management<br />1.5mm in Revenue<br />Network Security Hardware<br />447k in Revenue<br />
    13. 13. Opportunity in Natural Search<br />Search Growth <br />‘08 $13.5 Billion | ’13 $26.1 Billion <br />SEMPO<br />Paid Search<br />CPC costs are up +15% from 2008 <br />Forrester<br />Over 37% of paid search advertisers are in<br />bidding wars for top positions <br />Enquiro<br />56% of Google queries serve 0 paid ads <br />Comscore<br />Marketing Budgets<br />Natural search accounts for 15% of paid<br />Sherpa<br />Traffic<br />86%<br />14%<br />Paid<br />Natural<br />Spend<br />89%<br />11%<br />
    14. 14. Natural Search is Free, No?<br />That is What Most of the Fortune 500 Thought…<br />Some of these are now our customers …average spend around $500k a year on SEO<br />Source: Conductor Q3 2009 Fortune 500 SEO Study<br />
    15. 15. What is Your SEO Potential?Is SEO a Top 3 Priority?…maybe it’s not a big enough opportunity?<br />
    16. 16. Perform an Opportunity Assessment Before Diving In…<br />
    17. 17. Define the market opportunity<br />Isolate keywords for top 50,100,1k,2k, non-branded terms<br />Gather volume and ranks<br />Use a CTR Curve to define potential visitors<br />(If you can, get Per Visit Value (PVV) data for each keyword)<br />Download worksheet from Conductor.com<br />
    18. 18. What is SEO Worth to Your Organization? <br />Total Realized Opportunity<br />16mm Visitors<br />Total Unrealized Opportunity<br />160mm Visitors<br />You can download <br />this template from <br />conductor.com/firstmark<br />
    19. 19. Deciding Your Strategic Priority Level<br />
    20. 20. An Action Plan to Tackle SEO<br />
    21. 21. Building Out Your Strategic Plan<br />
    22. 22. Determine your market position<br />
    23. 23. Baseline Your Current Performance<br />You can download <br />this template from <br />conductor.com/firstmark<br />
    24. 24. SEO Assessment<br />Audit Each of 4 Categories:<br />Strategy, Buy-in & Skills<br />Processes and Systems<br />Keyword / Content<br />Tracking, Reporting & Metrics<br />You can download <br />this template from <br />conductor.com/firstmark<br />
    25. 25. Delivering a Budget for Natural Search<br />Salary ≠ Media Buy<br />Don’t underestimate the cost of staying current with continuing education<br />Technology and tools are the difference between dealing with 10 keywords and 10,000<br />Link development and link building is critical to ranking well<br />Outside budget (CMS changes, content, etc…) needs to be clearly agreed upon<br />
    26. 26. SEO is all or nothing<br />∞x 0 = 0<br />
    27. 27. Investment: Organic vs. Paid <br />Conversions<br />Investment<br />
    28. 28. Stepping Stone SEO Metrics<br />Create a timeline on maturing your metrics<br />Q1<br />Q2<br />Q4<br />Q3<br />Q1<br />Q2<br />MILESTONES<br />SUCCESS METRICS<br />Conversions<br />Attribution<br />Campaign Level ROI<br />PRE-TRAFFIC POST TRAFFIC<br />
    29. 29. Stepping Stone SEO Metrics<br />Create a timeline on maturing your metrics<br />Q1<br />Q2<br />Q3<br />MILESTONES<br />
    30. 30. Track your progress<br />Keywords<br />Rank<br />Movement<br />Rank ‘Worthiness’<br />Issue <br />Resolution<br />
    31. 31. Track and Learn from Your Competitors<br />Keywords<br />Track Competitors and<br />Top Rankers<br />Rank<br />Rank ‘Worthiness’<br />
    32. 32. SEO Maturity Cycle<br />Compete<br /> Share of search calculations<br /> Monitoring & alerts of important SEO changes<br /> External validation & auditing<br />Lost opportunity cost identification<br />Measure<br />Scale<br />Try<br />Invest<br /> Opportunity<br /> discovery<br /> Specialist<br /> resources<br /> Real SEO <br /> prioritization<br /> Attribution modeling around SEO <br /> Reporting<br />using business<br /> metrics<br />Regular and systemic ROI reporting<br />Shift from tactical to strategic<br /> Internal /<br /> agency<br /> investment<br />Tactical focus<br /> No auditing<br /> No scale<br /> No ROI<br /> Education &<br /> evangelism<br /> Small resources<br /> No formal mgmt<br /> process<br />
    33. 33. Final Thoughts – Startups are Really Good at SEO<br /><ul><li> Able to grab natural search market share
    34. 34. Can re-evaluate keywords / content much more quickly
    35. 35. Appreciative of low-cost customer acquisition model
    36. 36. Big
    37. 37. Unwieldy
    38. 38. Slow to react
    39. 39. Stuck in traditional customer acquisition</li></ul>Startup<br />Fortune 500<br />
    40. 40. Finding Good SEO People is Difficult – 3 Options<br />Learn it<br />all yourself<br />Find someone<br />you trust<br />Make metrics<br />your guide<br />
    41. 41. Download these resources at:<br />www.conductor.com/firstmark<br />Follow Seth on Twitter -- @Besmertnik<br />MARKET OPPORTUNITY CALC<br />SHARE OF SEARCH CALC<br />SEO MATURITY ASSESSMENT<br />
    42. 42. Questions?<br />

    ×