0
Search Marketing
Introductory Discussion
The top B2B SEO Agency.
Just ask Google.
John Rasco, Founder/President
Patrick Wi...
A Brief Introduction
• RefreshWeb was founded in 2002
• Solid team of web marketing specialists, leveraging
our 20+ years ...
SEO and Web Development Clients
Searching for Growth?
• Search marketing lets you START with consideration,
instead of paying to build awareness with ads
...
More Optimization, More Sales
Growth in Online Sales: 221%
How Do You Get Great Rankings?
• Search traffic is driven by indexed content. Google
considers:
– Page content: Is the sea...
SEO Project Objectives
• Lead generation
• Higher rankings on Google and other SE’s
– For terms you know your prospects se...
First Step: Site Audit
• Site Performance: Web analytics analysis (How have
folks found you? From where? How many?)
• The ...
Site Optimization Plan
• Second deliverable in audit process
• Select 30-50 search terms from all the terms
researched, ba...
FastTrack Option
• Audit and optimization process takes about 90 days
• FastTrack option trims about 30 days
– Obvious qui...
SEO Maintenance:
Gain by Continuous Improvement
• Monitor improvement weekly with on-line SEO
management dashboard (demo f...
SEO First Steps
• On-page optimization
– Metatags
– Great headlines, subheads and marketing copy
using the right keywords
...
Building SEO Performance: Link Building
• Identify URLs from which your competitors are linked
and you are not
• Place lin...
Local Search Integration
• For clients who market locally or in multiple cities,
your presence on local maps is essential
...
Pay Per Click (PPC) Advertising
• Many advantages
– Fast time to market, immediate first-page visibility
– Visible on 100s...
PPC Program Requirements
• Keyword research
• Create ad campaigns, using topical ad groups
• Create landing pages specific...
Program Costs
• Standard audit, $2500; competitive audit $4500
– Includes site analysis, keyword research and
evaluation, ...
Projected Program Budget, 1st Year
• Site Audit and Competitive Analysis $4,500.
• Foundational SEO Program, 7 months $20,...
Monitoring and Reporting
• All RefreshWeb clients have access to our online SEO
management dashboard, plus email or phone ...
SEO Management Dashboard
Click on Keywords for Reach Detail
Dashboard: Google Rankings
Google Ranking: Quick Comparison
Dashboard: Summary Comparison
Page 1 Readership %ages
SEO Progress Report
Keyword Trending Report
Keyword Trending Detail
Admin Dashboard
• Create SEO
Progress Reports
• Add Comments to
Progress Reports
• Manage Keyword
Phrases
Today
• Comments / Questions
• What are your priorities and concerns?
• Next steps: Sample Audit?
• Thank You!
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Search Marketing Intro

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All about search marketing and SEO strategy, RefreshWeb as a B2B SEO agency, a partial list of clients, what our process looks like and what results you can expect. We cover SEO cost and timelines, as well.

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Transcript of "Search Marketing Intro"

  1. 1. Search Marketing Introductory Discussion The top B2B SEO Agency. Just ask Google. John Rasco, Founder/President Patrick Wicker, SEO Program Manager
  2. 2. A Brief Introduction • RefreshWeb was founded in 2002 • Solid team of web marketing specialists, leveraging our 20+ years of B2B & tech marketing experience – Search engine optimization (SEO) – Paid search via pay-per-click advertising (PPC) – PR and social media integration – Web design and development
  3. 3. SEO and Web Development Clients
  4. 4. Searching for Growth? • Search marketing lets you START with consideration, instead of paying to build awareness with ads • Visibility for your site at the time of prospect interest creates immediate sales opportunity • Prospects qualify companies these days, not the other way around • You have to meet the market on their terms to even be considered
  5. 5. More Optimization, More Sales Growth in Online Sales: 221%
  6. 6. How Do You Get Great Rankings? • Search traffic is driven by indexed content. Google considers: – Page content: Is the search term there? Is it important to the page? – Site content — information architecture – External links that point to content – Refreshing of content, adding new content – History of site and index history
  7. 7. SEO Project Objectives • Lead generation • Higher rankings on Google and other SE’s – For terms you know your prospects search on – For terms we discover your prospects searching on – High-volume terms and “long tail” terms • More traffic and conversions…draw more traffic over time, improve site “sales flow”
  8. 8. First Step: Site Audit • Site Performance: Web analytics analysis (How have folks found you? From where? How many?) • The Competition: Rankings, linking, content and keyword targets (Are sites optimized? Successfully? For which terms?) • Search Terms: Search term discovery, including best phrases to compete on (What terms are prospects searching on? Which terms are transactional, vs. informational or directional?)
  9. 9. Site Optimization Plan • Second deliverable in audit process • Select 30-50 search terms from all the terms researched, based on the analysis in the audit • RefreshWeb creates the site optimization plan (SOP), a specialized sitemap showing how terms will be grouped and promoted across existing (and possibly new) top-level pages on the site • Annual plan and recommendations
  10. 10. FastTrack Option • Audit and optimization process takes about 90 days • FastTrack option trims about 30 days – Obvious quick fixes (typically home page repair, title tags, issues with content management system) – Early analytics focus — fix what’s broken – Begin tracking improvement in dashboard NOW
  11. 11. SEO Maintenance: Gain by Continuous Improvement • Monitor improvement weekly with on-line SEO management dashboard (demo following) • Google Analytics or existing web analytics tools • Google Webmaster Tools
  12. 12. SEO First Steps • On-page optimization – Metatags – Great headlines, subheads and marketing copy using the right keywords – Enough copy (250-350 words per page) – Internal linking, using keyword-based links – Site maps, both HTML and XML
  13. 13. Building SEO Performance: Link Building • Identify URLs from which your competitors are linked and you are not • Place links in on-line directories • Request links to your content from relevant URLs • PR is especially powerful for keyword-based links • Blogging, LinkedIn, Facebook, Twitter, etc. • Promote and repurpose existing content, ex. podcasts, white papers, articles, videos
  14. 14. Local Search Integration • For clients who market locally or in multiple cities, your presence on local maps is essential • For top rankings, the combination of strong local listings and an optimized site is especially powerful • Each situation needs evaluation to suggest needed improvements and price accordingly
  15. 15. Pay Per Click (PPC) Advertising • Many advantages – Fast time to market, immediate first-page visibility – Visible on 100s of keyword phrases – Enables regional targeting – Excellent source of conversion data • Disadvantages – Paying for every click – Only 20-50% of people click on ads
  16. 16. PPC Program Requirements • Keyword research • Create ad campaigns, using topical ad groups • Create landing pages specific to each topic covered in your ad campaigns, with on-page response or form • Implement conversion goals via Google Analytics • Budget control via daily budgets for each campaign • Weekly bid management and campaign refinement • Monthly reporting
  17. 17. Program Costs • Standard audit, $2500; competitive audit $4500 – Includes site analysis, keyword research and evaluation, site optimization plan and program recommendations – Competitive version include analysis of 4-6 competing sites • Program cost is determined by your situation and business objectives — ranging from coaching to turnkey program management
  18. 18. Projected Program Budget, 1st Year • Site Audit and Competitive Analysis $4,500. • Foundational SEO Program, 7 months $20,000. • PPC Campaign Development $6,000. • PPC Placement (rough estimate) $5,000/mo. • Eight-month budget (<$7,000/mo.) $55,500. • Monthly maintenance thereafter $2000/mo.
  19. 19. Monitoring and Reporting • All RefreshWeb clients have access to our online SEO management dashboard, plus email or phone support – Weekly tracking of rankings on major search engines, many available detailed reports – Tailored to your specific keyword phrases – Includes keyword trending, at-a-glance oversight • Clients with both SEO and PPC programs get a written monthly report
  20. 20. SEO Management Dashboard
  21. 21. Click on Keywords for Reach Detail
  22. 22. Dashboard: Google Rankings
  23. 23. Google Ranking: Quick Comparison
  24. 24. Dashboard: Summary Comparison Page 1 Readership %ages
  25. 25. SEO Progress Report
  26. 26. Keyword Trending Report
  27. 27. Keyword Trending Detail
  28. 28. Admin Dashboard • Create SEO Progress Reports • Add Comments to Progress Reports • Manage Keyword Phrases
  29. 29. Today • Comments / Questions • What are your priorities and concerns? • Next steps: Sample Audit? • Thank You!
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