Preparing for an SEO pitch


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Tom Wigley's super-useful presentation on pitching SEO. How to approach the topic, how to understand potential traffic, and some key points to remember about your presentations

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  • Fundamental SEOSlow-burn, on-going improvement in relevance & qualityBuild links across broad range of topics slowly and methodicallyPages targeting functional keywords only generate social equity slowlyon-site initiativesSet piece upgrades to website focussed on boosting conversionStep change in speed of link acquisition as people realise functionality is so usefulBetter fuctionality leads to rapid growth in sharing
  • In this instance it’s the O2 car insurance widget. A FREE quote device. An interactive widget that would be welcome in an offsite environment as well on site. With the instructions and advice down the side which will entice the user to get involved. All they have to do is pop in their own car details, REG MODEL POSTCODE…CLICK
  • Preparing for an SEO pitch

    1. 1. 1PreparingForA PitchResearchTechniquestoImpressClients
    2. 2. 2Some quick tips and tricks to get rapid data for a pitch thatwill impress clients and show that you have gone the extramile towards understanding their particular SEO issues
    3. 3. WhenItComesToPitching–ThingsGetStressfulPressure oftightdeadlines!Addedpressure onresources!Pressure towin newbusiness!
    5. 5. 5AgainstAllThis-WeNeedToStandOut
    6. 6. 6WeHavetoDemonstrateAClearResultsDrivenStrategyFrom hereTo here
    7. 7. 7#1The State Of Play
    8. 8. 8DifficultToGaugePerspective
    9. 9. 9ComparingAgainstCompetitorsAddsClarity
    10. 10. 10InformOfDecreasingBrandSearches
    11. 11. 11IncreasingInterestinGenericGrowth
    12. 12. 12ShowTotalPlaceInTheMarket–AllChannels*Source – Hitwise, Avg Monthly Visits 2013
    13. 13. 13#2Quantify Performance
    14. 14. 14
    15. 15. 1. Take all the keywords we want to target – estimate traffic2. Calculate where we can get them to – estimate traffic3. Work out the difference15ThisBasicallyMeans
    16. 16. The key to calculating the return on a campaign is to identify the websitesexisting rankings.You can use Google Webmaster Tools – Export for your region/web only. Google Analytics – may be integrated with GWT data. SearchMetrics – Run a report. Manual ranking checks – Not ideal particularly for larger numbers16GettingStarted–WhereDoTheyRank
    17. 17. 17
    18. 18. You wont want to project every keyphrase they rank for.Try the following:1. Do you have PPC keywords automatically categorised? Use these actualcategories2. Use excel to choose keywords that contain a certain phrase3. Use “allintitle:keyword” to identify competitiveness4. Look at the clients website – are they more relevant for a certain market?18IdentifyCampaignFocus
    19. 19. “We’ll improve yourvisibility in the 4x4 andhybrid car markets”19TheseTargetsDefineThePitchStory“We’ll improve yourvisibility for these random,high volume keywords”Nicer story that resonate more with theclient – Try to use categories
    20. 20. 20RunEveryKeywordThroughGoogleKeywordToolSign in to increase the keyword limit to 2500
    21. 21. 21AlignThisNextToYourKeywords
    22. 22. 22MultiplyByCTRAtThatPositionAn easy way todo this is addCTR forPositions onto anew tab anduse VLOOKUPto getcorrespondingCTR.The total of these estimated traffic volumes is your benchmark.
    23. 23. 23RepeatTheSameButForAProjectedPositionThe total of these projected traffic volumes is your target.
    24. 24.  From these two figures you can then easily calculate the ROI dependant onthe proposed cost. Calculating the % visibility, rather than using traffic numbers can make amore compelling story. You may want to annualise these figures if traffic volumes are low.Note – Remember the projections are target monthly volumes, meaning youwouldn’t expect to receive this level of traffic until the end of the campaign.24FinishingItOff
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    26. 26.
    27. 27.
    28. 28. 28#3Taking The Initiative
    29. 29.  Keyword research Competitor analysis Link building Ranking reports…are all phrases they will haveheard before29WeNeedToGoBeyondJustFundamentalSEOClients want ideas on how tomake things better.
    30. 30. ContentInitiativesEnhanceGreatFundamentalsFundamental SEO Content Initiatives Technical optimisation Slow burn, on-goingimprovement Build a broad range oflinks Content led initiatives Something that peoplereally want to use Much more likely to beshared and linked to
    31. 31. 31ContentInitiativesLandmark contentinitiatives should allow usto take their campaign tothe next level
    32. 32. BringSpecificIdeasThePitch
    33. 33. Upload on
    34. 34. 34#4Real Quick Wins
    35. 35.  Find pages with link equity that produce 404 errors. Find areas of their website that are redundant and could be integrated backinto the main website. Find title tag improvements and prove the potential traffic that comes fromaligning them to something else. Find technical opportunities (such as canonicals) that could be fixed veryeasily.Try to always keep things positive. Opportunities not issues.35SomeRealQuickWins
    36. 36. 36O2Example–LinkEquity
    37. 37. proxyO2Example–ReverseProxy
    38. 38.  Do we demonstrate total expected revenue from markets/improvements? Is there an explicit breakdown of costs? Is there an explicit breakdown of potential revenue? Does it tell a coherent story? Are we being committed, impactful, honest? Does it instil values of being better than average? Demonstrate the bigger picture? Is language simple? Transparency - what we will do, what we have done?38QuestionsToAskYourself