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Seo tactics for optimum results


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  • So adding in the dimensions of difficulty and effectiveness really can change things up. It also raises some important practical questions: do you go for ease or do you go for effectiveness? Let’s say you opt for effectiveness. After looking at this research data, you’re jazzed because now you know which SEO tactics are the most fruitful, the most productive. You’ve got resources, both time and money, that you can put on these, so difficulty does not have to a roadblock for you. But what happens if that’s not the case for you? Perhaps you’re a smaller organization, and resources are tight. When you look at the data on this chart, what does it tell you to do? Do you take the easier path, so you’re at least doing something and making some impact? Maybe you bust through the tactics on the far right of the horizontal axis – those that take less time, money and effort - so you can do more of them? Or do you put everything you have into one or two of the most effective? We could on and on with questions and scenarios. But the bottomline is this.
  • Most often, the answer is “Do the best possible thing for your audience that a search engine can understand.” Google is an algorithm that tries to measure what human beings like or value. Since Google is attempting to think like a human, don’t get caught up being the human trying to think like a robot that’s trying to think like a human. Do great marketing and if I doesn’t rank today, it will soon, and it will stay ranked as long as humans like it.
  • Content: Talk about your competency. When you’re making an SEO tactics decision, spend resources communicating to a search engine what you do. Example: “since 1967, our company has been committed to quality products and great service” versus “our company sells email marketing software ad retargeting strategies that allow you to reach out to new and current customers with exceptional delivery rates and ROI.”
  • Links: references on a resume. Make tactical decisions based on a balance of link quality and longevity. Quantities of links are not as powerful today as they were in years past.
  • Links from your business partners lend their credibility as a reference Google counts as credibility for your brand.
  • Architecture: A search engine can only read what you serve it, but its resources are limited. Spend resources only on SEO tactics that produce the kinds of digital signals that can be absorbed by search engine spiders
  • Social: the frontier of search. Web 2.0 matters to search engines because it’s a better indication of what’s popular to the general public. Most SEO can incorporate social, so make strategic decisions about SEO that can leverage social signals as well:
  • Strategy : Right side of the box, get your house in order first to sustain your tactical decisions
  • Transcript

    • 1. MarketingSherpa Webinars1. You will receive a link to the webinar recording2. Please fill out the post-webinar survey3. Join the MarketingSherpa LinkedIn group for exclusive updates4. You will receive a webinar-exclusive special offer on the 2012 Search Marketing Benchmark Report – SEO Edition5. Connect and share • • Twitter @SherpaWebinar ∙ @SlingShotSEO #sherpawebinar
    • 2. SEO Tactics for Optimum Results Sponsored by:
    • 3. Speakers • Kaci Bower, Senior Research Analyst, MarketingSherpa @KaciBower • Jen Doyle, Senior Research Manager, MarketingSherpa @JenLDoyle • Jesse Laffen, Manager of Consulting, Slingshot SEO @jlaffen #sherpawebinar
    • 4. Join the conversation on Twitter #SherpaWebinar #sherpawebinar
    • 5. MECLABS - A science lab with a consultancy MECLABS Sciences Group Primary Research Applied Research Conversion Leads Technology Training Strategy Agency Group Group Group Group Group Group • 1,300+ major experiments • 1,000+ case studies • 100+ major research studies • 10,000 sales-paths tested • 500,000 “decision-makers” surveyed • 100+ summit/trainings/webinars/clinics #sherpawebinar
    • 6. MarketingSherpa is a research and publishingorganization serving the marketing community• MarketingSherpa’s annual research cycle provides knowledge for continuous marketing improvement #sherpawebinar
    • 7. Today, we’re going to discuss: 1| Top challenges and objectives for search marketers 2| Most important lead sources 3| Using data and processes to inform SEO tactical decisions 4| ABC 5| ABC #sherpawebinar
    • 8. Research Background1,530 Search marketers weresurveyed on: • Challenges and goals for search programs • Lead sources growing in importance • Popularity, effectiveness and difficulty per SEO tactic #sherpawebinar
    • 9. Key finding: Traffic and leads still top objectives Increasing website traffic 53% 72% • SEO program Increasing lead generation 48% objectives frequently 62% addressed the Developing an effective 42% and methodical strategy 27% previous year’sAchieving or increasing measurable 39% challenges head-on ROI 47% Integrating with social media 37% 38% • More traffic and leads Improving brand/product 31% were last year’s top awareness or reputation 55% challenges – and this 29% Increasing online sales revenue 44% year’s top objectives Integrating search marketing 27% analytics into a single dashboard 14% • Developing a strategy Integrating search marketing data with CRM and other marketing … 20% 26% for SEO is a top 17% Challenges from last 12 months challenge, but bottom Increasing offline sales revenue 20% Objectives for next 12 months objective 11% Improving public relations 11% Source: ©2011 MarketingSherpa Search Marketing Benchmark Survey Methodology: Fielded April 2011, N=1,530 #sherpawebinar
    • 10. Key finding: SEO is most valuable lead source Which sources of leads have become more important to you over the last 12 months? SEO Social Trade shows 94% Media Email 28% Tele marketing 21% 85% 79% Direct Mail 23% PPC Blogs 54% 68% Source: ©2011 MarketingSherpa Search Marketing Benchmark Survey Methodology: Fielded April 2011, N=1,530 #sherpawebinar
    • 11. Key finding: Organic search creates 25% of leads What percentage of your organizations total lead volume is generated from organic search? 23% 23% 21% Weighted Average 25% 10% 4% Less than 10% 11% - 25% 26% - 50% 76% - 90% 91% - 100% Source: ©2011 MarketingSherpa Search Marketing Benchmark Survey Methodology: Fielded April 2011, N=1,530 #sherpawebinar
    • 12. Key finding: SEO budgets to increase SEO Social Media Content Marketing 57% will raise 60% will raise 41% will raise budgets budgets budgets (#2 line item) (#1 line item) (#4 line item) Q. How will budgets for the following marketing line items change in the next 12 months? Source: ©2011 MarketingSherpa Search Marketing Benchmark Survey Methodology: Fielded April 2011, N=1,530 #sherpawebinar
    • 13. Marketers depend on SEO.And SEO depends on marketers.
    • 14. Marketers depend on SEO Traffic Leads Rankings ListingsSEO depends on marketersCustomer research and insight Relevant content Optimized content #sherpawebinar
    • 15. Too many SEO choices can create confusion #sherpawebinar
    • 16. How do you decide which SEO tactics hold the most promise for you?#sherpawebinar
    • 17. Try a simple equation. Data SEO Tactics Process #sherpawebinar
    • 18. Benefits of looking at data first• Harnesses the wisdom of crowds• Challenges biases and preferences• Heightens quantitative analysis• Draws out past successes and challenges to inform present practices and future decisions #sherpawebinar
    • 19. Most popular SEO tactics Q. Which of the following SEO tactics has your organization used? • Keyword research isKeyword/keyphrase research 93% foundational to many of Title tags 81% the most used tactics: Meta description tags 81% URL structure 67% • title tags Internal linking 65% Content creation 60% • meta descriptions External link building 59% • URL structure Social media integration 54% • internal linking Blogging 53% SEO landing pages 51% • Keyword research is not Competitor benchmarking 49% heavily applied towards XML sitemap 46% optimizing other digital Digital asset optimization… 41% assets Source: ©2011 MarketingSherpa Search Marketing Benchmark Survey Methodology: Fielded April 2011, N=1,530 #sherpawebinar
    • 20. Impact of difficulty and effectiveness Sphere size indicates level of usage 60% Light pink = most popular tactics Content 50% creation Keyword and Key point: Title tags keyphrase 40% research SEO landing pages External Most popular SEO tacticsLevel of Effectiveness Meta URL structure Digital link building are the least difficult to 30% description tags Social asset media Blogging execute in terms of optimization integration Internal linking time, effort and expense. 20% But they are not the most Competitor Benchmarking effective necessarily. 10% 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Degree of Difficulty Source: ©2011 MarketingSherpa Search Marketing Benchmark Survey Methodology: Fielded April 2011, N=1,530 #sherpawebinar
    • 21. Deciding between ease or effectiveness Difficulty Effectiveness 0.8 0.7 Key point: 0.6 0.5 Tradeoffs are a way of life. This is why you 0.4 need a process to help 0.3 you make those tactical 0.2 decisions. 0.1 0 Source: ©2011 MarketingSherpa Search Marketing Benchmark Survey Methodology: Fielded April 2011, N=1,530 #sherpawebinar
    • 22. Benefits of a process • Protects you from jumping straight into action without developing a plan of attack • Arms you with a competitive advantage • Uses data as a context for making and prioritizing decisions #sherpawebinar
    • 23. Organizations with a methodical SEO process 21% • No process • No guidelines Trial Phase The disciplined application of a consistent and methodical process for 48% • Informal process planning, executing and • Few guidelines Transition Phase • Sporadically performed measuring SEO programs still eludes many organizations. 29% • Formal process • Thorough guidelines Strategic Phase • Routinely performed #sherpawebinar
    • 24. Hear the difference? Specificity.Please describe the process your organization uses to plan your SEO strategy. We have a spreadsheet for Watching trends and our website with all of the specific pages listed. We have tweaking as seems Right now it is hit and fields for meta necessary. Doing some tags, keywords, and an overall miss, nothing formal. testing. page description. We also list how we want the images tagged with alt text. We sat down and prioritized our keywords, and we now are working to increase our traffic-- Trial Phase marketer -- Transition Phase marketer about four keywords at a time. -- Strategic Phase marketer #sherpawebinar
    • 25. Impact of a process on effectiveness levels Sphere size indicates level of usage per SEO Tactic 80% Strategic organizations… 70% Content SEO landing pages Keyword creation • Utilize these tactics 60% Title tags research to a greater degreeLevel of effectiveness per SEO Tactic Content creation 50% Title tags External link building • Have less difficulty 40% Content creation External executing tactics, in Title tags Keyword link terms of time, effort Keyword building 30% research research SEO landing and expense pages 20% SEO • Experience better landing pages outcomes with all 10% External tactics link building 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% -10% Degree of difficulty per SEO Tactic Source: ©2011 MarketingSherpa Search Marketing Benchmark Survey Methodology: Fielded April 2011, N=1,530 Sponsored by: #SherpaWebinar
    • 26. Impact of a process on traffic and conversions % Organizations Rating Leads from Organic Search as Highest-Quality Median Conversion Rate on Organic Traffic Average Conversion Rate on Organic Traffic12% 30% 10% Key points:10% 25% 9% 8% Companies with a formal8% 20% process and guidelines for SEO convert 1.5x more6% 15% traffic into leads than 5% those without. 4%4% 10% These leads are 9x more 2% likely to be of the highest2% 5% quality. 3% 24% 27%0% 0% TRIAL TRANSITION STRATEGIC We have no process or We have an informal process We have a formal process guidelines for performing SEO with a few guidelines we with thorough guidelines we sporadically perform routinely perform Source: ©2011 MarketingSherpa Search Marketing Benchmark Survey Methodology: Fielded April 2011, N=1,530 #sherpawebinar
    • 27. A systematic approach to SEO ensures results.
    • 28. Case Study: Background Experiment ID: Makana Solutions Location: MarketingSherpa Case Study Library Test Protocol Number: #CS31765Research Notes: Problem: Makana provides subscription-based software that helps organizations perform sales compensation planning. But few prospects knew the SaaS solution was available and weren’t actively searching for it. Goal: Become a top destination for advice about sales compensation planning. Approach: Execute 5 steps to revamp website and improve SEO effectiveness. #sherpawebinar
    • 29. Step 1: Content creationAim:• Help prospects answer questions about their sales compensation planning challengesMethods:• Created and offered content based on best practices for sales compensation planning  Sample sales compensation plans  Educational webinars #sherpawebinar
    • 30. Step 2: Keyword researchAim:• Optimize website around high-value search termsMethods:• Researched broad and longer-tail key terms that reflected targeted searches or specific industry verticals• Identified a list of 600 keywords• Optimized specific web pages around two or three relevant terms per page. #sherpawebinar
    • 31. Step 3: Link buildingAim:• Boost inbound links to improve search rankingsMethods:• Identified sites with a high Google PageRank from which they could get a link  Online directories  Information sites about sales compensation planning  News sites to target for their press release distribution list #sherpawebinar
    • 32. Step 4: Follow-up on web leadsAim:• Convert trial members to subscribersMethods:• Required visitors to register to receive educational material• Marketed the free software trial to these leads• Kept trial account live until sales rep made contact with the prospects #sherpawebinar
    • 33. Step 5: Continual monitoringAim:• Highlight the best performing tactics in order to repeat them Methods: • Monitored keyword, inbound links, and outbound campaign results "Repeatability is the key. As a young company, we have to keep growing our traffic and leads." Alan Gehring Marketing Director Makana Solutions #sherpawebinar
    • 34. Results First page ranking for key industry search terms Key performance metrics Change after 3 months of adopting strategy Website traffic + 200% Lead generation rate + 200% Lead conversion rate + 100% Paid search as % of total traffic - 60% ! "We’re very happy with our success, but I’ll be honest and say we haven’t even touched the potential. The potential is tremendous to be even more successful with the realm of content we can develop for various verticals. The possibilities just go on and on.“ – Alan Gehring, Marketing Director, Makana Solutions #sherpawebinar
    • 35. Want to make better tactical SEO decisions? Incorporate data into your process.
    • 36. Example of using data in process decisions Chart: Mix of content products used as part of total search marketing strategy 60% Sphere size indicates level of usage Customer Reviews 50% Web Pages Knowing that content Webinars/ White Papers creation is the most Wecasts effective tactic still wouldn’t 40% Microsites tell you which contentLevel of Effectiveness Case E-newsletters Articles Studies products are the most Blogs eBooks effective and the most 30% Press Online difficult to develop. Releases Video Images Mobile Web Social Media (not blogs) Content You need more data to 20% Digital Magazines make the right decision. Podcasts 10% 20% 30% 40% 50% 60% 70% 80% Degree of Difficulty Source: ©2011 MarketingSherpa Search Marketing Benchmark Survey Methodology: Fielded April 2011, N=1,530 #sherpawebinar
    • 37. Go even more granular Webinars Customer Reviews Microsites E-Newsletters Source: ©2011 MarketingSherpa Search Marketing Benchmark Survey Methodology: Fielded April 2011, N=1,530 #sherpawebinar
    • 38. Key TakeawaysWhen choosing your SEOtactics, distinguish between –• What is a good use of your money from what is the best use• What is a good use of your time from what is the best use• What is a good use of your energy from what is the best use #sherpawebinar
    • 39. Implementing Smart SEO Tactics
    • 40. (Insert information about Slingshot SEO) #sherpawebinar
    • 41. Q. How do marketers determine which SEO tactics will serve them best? #sherpawebinar
    • 42. A. Do the best possible thing for your audience that a search engine can understand. #sherpawebinar
    • 43. #sherpawebinar
    • 44. #sherpawebinar
    • 45. Communicate What You Do “Since 1967, our company has been committed to “Our company sells email quality products and great marketing software ad retargeting service.” strategies that allow you to reach out to new and current customers with exceptional delivery rates and ROI.” #sherpawebinar
    • 46. #sherpawebinar
    • 47. #sherpawebinar
    • 48. Links : SEOReferences: Resume #sherpawebinar
    • 49. #sherpawebinar
    • 50. • Redirects• Title Tags• PageSpeed • Load times• Sitemaps• Meta data• Image text #sherpawebinar
    • 51. #sherpawebinar
    • 52. A search engine can only read what you serveit, but its resources are limited. #sherpawebinar
    • 53. #sherpawebinar
    • 54. MAKE STRATEGIC DECISIONS.#sherpawebinar
    • 55. #sherpawebinar
    • 56. #sherpawebinar
    • 57. Summary• Traffic and leads are the biggest challenges and goals for search marketers• Leads from SEO are the most important• A systematic process for planning, executing and evaluating SEO programs is lacking in many organizations• To maximize your investment of time, money and effort going into your SEO tactics, use both data and a process. #sherpawebinar
    • 58. Promo Slide #sherpawebinar
    • 59. Your Turn #sherpawebinar
    • 60. MarketingSherpa Email Summit 2012• Attend the Email Summit 2012 in Las Vegas, NV• Save $100 by reserving your ticket before December 31 #sherpawebinar