Seo for executives

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Slidedeck from Speaking Engagement at Entrepreneurs Organization in St. Louis at Westborough Country Club on SEO for Executives.

Slidedeck from Speaking Engagement at Entrepreneurs Organization in St. Louis at Westborough Country Club on SEO for Executives.

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    No notes for slide
  • Reference JC Penney scandal. Discuss Nebo Web spam linksCloaking by User Agent.
  • Define goals and assign economic value – Show picture of goals with values assigned. Configure Goals in AnalyticsSetup Auto-tagging & SegmentationCalculate Quantitative Economic Value
  • Talk about Economic Value Examples
  • Configure Goals in AnalyticsSetup Auto-tagging & SegmentationCalculate Quantitative Economic Value

Transcript

  • 1. SEO for Executives
    by James Scaggs
  • 2. MY SEO EXPERIENCE
    PreviousExperience
    Current Clients
    Consulting Experience
  • 3. MY TOOLS
    MY CERTS
  • 4. LINKEDIN SEO
  • 5. LINKEDIN SEO
  • 6. WHAT WE’LL COVER
    SEO factors & best practices - 15 minutes
    Strategic ROI based SEO - 20 minutes
    Q&A Session – 15 minutes
  • 7. TOP SEO FACTORS
    Top 5 Factors Driving SEO
    Keyword Focused Anchor Text from External Links – 73% importance
    External Link Popularity - 71% importance
    Diversity of Links – 67% importance
    Keyword use in Title Tags – 66% importance
    Trustworthiness of Domain based on link distance – 66% importance
  • 8. ALL SEO FACTORS
    All factors contributing to your SEO grade
  • 9. WORST SEO TACTICS
    Top 5 Negative Ranking Factors
    Cloaking with Malicious/Manipulative Intent– 68% importance
    Link Acquisition from known link brokers/sellers - 56% importance
    Links from the page to web spam sites/pages – 51% importance
    Cloaking by User Agent – 51% importance
    Frequent Server Downtime & Accessibility – 51% importance
  • 10. WHAT DRIVES PROFIT?
    ONLY MEASURE WHAT DRIVES PROFIT
    INCREASE PRICES
    DECREASE COSTS
    INCREASE MARKET SHARE
    INCREASE MARKET SIZE
  • 11. Strategic SEO based on ROI
    HOW DO YOU CALCULATE ROI ON SEO?
    Assign jobs to your website and create Macro/Micro Conversion Goals
    Assign Economic Value and Imputed Values in Analytics
    Setup Auto-tagging & Segmentation
    Calculate Quantitative Economic Value
  • 12. Assigning Jobs (Macro vs Micro)
    WHAT JOBS DOES YOUR WEBSITE DO?
    Generate leads or sales
    Support all offline marketing activity/Branding
    Collect Applications from Potential Employees
    Provide Customer Service/Support to existing clients
  • 13. Macro vs Micro Conversions
    • Macro Conversions – Ecommerce, Lead Generation, Downloadable Kits, etc. (Economic Value)
    • 14. Micro Conversions – Account Registration, Newsletter sub, etc. (Imputed Value)
    EACH CONVERSION GOAL SHOULD BE SEGMENTED INTO ONE OF FOUR BUCKETS
    PRICE INCREASE – Example Goal: Send visitors to competitor comparison page
    COST DECREASE – Example Goal: Overall marketing cost per sale less than ???
    MARKET SHARE INCREASE – This is a function of Efficient Online Marketing
    MARKET SIZE INCREASE – This is a function of supply/demand & innovation
  • 15. Auto Tagging & Segmentation
    Provides QUICK access to CRUCIAL data by channel
    Use specialpromo’s or specialURL’s/phone numbers.
    Newspaper Ads
    Television Ads
    Radio Ads
    TradeShows
    SEO/SEM/Display
    Social
  • 16. QUANTITATIVE ECONCOMIC VALUE
    Example QEV Calculation
    Job 1: Leads + Sales – Calculate the value of all leads + sales direct from Web
    Job 2: Support Offline Marketing – Calculate value of visits from offline marketing
    Job 3: HR/Recruiting – Calculate value of application efficiency and pool of talent
    Job 4: Customer Service/Support – Calculate value of reduced time call times, increased customer satisfaction, etc.
  • 17. QUESTIONS?
    References:
    Data used from SeoMoz.org (An incredible toolset for every SEO or aspiring SEO)
    Principles from Web Analytics 2.0 by AvinashKaushik
    James Scaggs
    SEO/SEM/Analytics Consultant
    314.488.9028
    James.scaggs@gmail.com
    http://www.linkedin.com/in/jamesscaggs