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The Business of SEO

The Business of 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.

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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    The Business of SEO The Business of SEO Presentation Transcript

    • The Business of SEO Lisa Myers CEO, Verve Search #SESLondon @LisaDMyers
    • 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)
    • Search is unique as a marketing discipline because its audience is already looking for what you are selling!
      • 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
    • So why is it so hard to sell SEO?
    • Business of SEO Proposal/Pitching New Biz Client Retention Up-scaling } Business Development
    • 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
    • Typical questions asked
      • What industry? Give me a little background
      • What’s the website URL please
      • Your top 10 keywords
      • Your competitors
    • 6 Months Later
      • Client: “SEO is not working for us, goodbye!”
      • Agency: “Uhm, well you are number 1 and you
      • got the traffic!?!???”
    • The SEO industry’s biggest issue
      • Too many agencies take on client without really
      • understanding what they need, or if they should
      • do SEO at all!
      • Sometimes saying no is as good for business as
      • saying yes!
      • Agency – Business/Client - Industry
      • SEO should not be JUST about rankings and
      • traffic, BUT conversions.
      • To be successful in SEO, you NEED to earn your
      • client money. Simples.
    • How SEO ROI is being tracked WTF?
    • 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
    • Understanding the business and its goals
      • Understanding your clients business
      • completely, not partly, but fully, is the
      • only way to earn them money!
    • 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?
    • 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
    • tools... +
      • To sell SEO it’s beneficial to THINK
      • like an SEO!
    • Keyword Categories & modifiers
      • Brand
      • Descriptive
      • Product/Service
      • Location
      • Verb and Adjectives (buy, cheap, affordable)
      • Top volume keywords (top 5 volume/targets)
    • 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!
    • using Linkdex
      • Need tagging slide
      Keyword Tagging
    • 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
    • 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
    • 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
      • To CLOSE the deal you have to
      • think like the person with the wallet..
    • Thank You! Email: [email_address] Web: www.vervesearch.com www.stateofsearch.com www.seo-chicks.com @LisaDMyers