The Business of SEO

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My presentation at SES London 2012 on The Business of SEO covering the business development of SEO and proposals/pitching. How to estimate worth of traffic and rankings in SEO.

My presentation at SES London 2012 on The Business of SEO covering the business development of SEO and proposals/pitching. How to estimate worth of traffic and rankings in SEO.

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  • 1. The Business of SEO Lisa Myers CEO, Verve Search #SESLondon @LisaDMyers
  • 2. About Lisa Myers
    • 11 years experience in Marketing, 6 in Search & Social
    • Speaker at Search Conferences Worldwide (SES, SMX, A4U etc)
    • Regular contributor to on and offline publications and author of several SEO Best Practise Guides including eConsultancy and B2B Marketing
    • Heavily involved in the global Search Community , founder of SEO-chicks.com and co-founder of European search blog StateofSearch
    • Awards
    • “ Search Personality of the Year ” UK Search Awards 2011 + “Best SEO Campaign” for her agency Verve Search
    • Management Today “ 35 women under 35 ” list 2009
    • “ Best Use of Technology woman under 30”
    • BlackBerry Woman & Technology Awards (2008)
    • “ B2B Marketing Newcomer of the Year” (2007)
  • 3. Search is unique as a marketing discipline because its audience is already looking for what you are selling!
  • 4.
    • 1 billion searches per day globally
    • 74% of searches clicks on organic
    • Around 42% of searches click on the 1 st position of organic and 80% within the first 3 positions
    • Less than 1% click past the second page
    @LisaDMyers
  • 5. So why is it so hard to sell SEO?
  • 6. Business of SEO Proposal/Pitching New Biz Client Retention Up-scaling } Business Development
  • 7. Typical SEO Proposal Process
    • Client: I want to be number one for
    • “ IT solutions” and get lots of traffic
    • Agency: Sure, that will cost you £3k per month
    @LisaDMyers
  • 8. Typical questions asked
    • What industry? Give me a little background
    • What’s the website URL please
    • Your top 10 keywords
    • Your competitors
    @LisaDMyers
  • 9. 6 Months Later
    • Client: “SEO is not working for us, goodbye!”
    • Agency: “Uhm, well you are number 1 and you
    • got the traffic!?!???”
  • 10. The SEO industry’s biggest issue
    • = OUR PROPOSAL PROCESS!
    • Too many agencies take on client without really
    • understanding what they need, or if they should
    • do SEO at all!
    @LisaDMyers
  • 11.  
  • 12.
    • Sometimes saying no is as good for business as
    • saying yes!
    • Agency – Business/Client - Industry
  • 13.  
  • 14.
    • SEO should not be JUST about rankings and
    • traffic, BUT conversions.
    • To be successful in SEO, you NEED to earn your
    • client money. Simples.
    @LisaDMyers
  • 15. How SEO ROI is being tracked WTF?
  • 16. ROI Measurements of SEO
    • 68% are using clicks / visitors
    • 53% use position
    • 42% (less than half!) use the number of sales
    • 30% use the value of sales
    • Source: Econsultancy UK Search Engine Marketing Benchmarking Report 2011
    @LisaDMyers
  • 17. Understanding the business and its goals
  • 18.
    • Understanding your clients business
    • completely, not partly, but fully, is the
    • only way to earn them money!
  • 19. The must ask questions
    • Market size & competition
    • Relevant keywords and current rankings
    • CURRENT conversion rates
    • Profit margins
    • Any plans to re-design
    • Would they spend money on conversion optimisation
    • How much is #1 rankings worth?
    @LisaDMyers
  • 20. Estimating Traffic Worth
    • You will need to know:
    • #1 What is a conversion worth? (lead or sale. For a bigger site this will be different depending on product etc)
    • # 2 Current rankings, traffic and revenue from organic (ideally analytics access)
    • # 3 Estimated Volume of keywords/traffic
    @LisaDMyers
  • 21. tools... +
  • 22.
    • To sell SEO it’s beneficial to THINK
    • like an SEO!
  • 23. Keyword Categories & modifiers
    • Brand
    • Descriptive
    • Product/Service
    • Location
    • Verb and Adjectives (buy, cheap, affordable)
    • Top volume keywords (top 5 volume/targets)
  • 24. Keyword Tagging for ROI estimation
    • Different keyword groups and modifiers are
    • likely to have different conversion rates.
    • Brand usually has a much higher conversion
    • rate than other keywords for example!
    @LisaDMyers
  • 25. using Linkdex
  • 26.
    • Need tagging slide
    Keyword Tagging
  • 27. Benchmarking Value of Rankings
    • Estimated volume (Google AdWords)
    • Current rank (you and competitors)
    • Traffic (link Analytics to get actual traffic received)
    Keyword 1 Keyword 2 Client Competitor 1 Competitor 2 @LisaDMyers
  • 28. What is the higher ranking worth? #1 #2 #3 Currently client is ranking #3 generates an estimate of 1,282 visits and if they were going to buy this traffic it would have cost them £6,360 If they go from 3 rd to 1 st position the revenue generated from these 2 keywords alone is likely to increase by 390% Client Competitor 1 Competitor 2
  • 29. Spotting the SEOpportunities
    • How difficult will it be to achieve first position?
    • The difference between you and your
    • competitors; actual SEO part of the proposal
    @LisaDMyers
  • 30.
    • To CLOSE the deal you have to
    • think like the person with the wallet..
    @LisaDMyers
  • 31. Thank You! Email: [email_address] Web: www.vervesearch.com www.stateofsearch.com www.seo-chicks.com @LisaDMyers