Creative Search Strategies(How to Estimate SEO Value)<br />Steve Wiideman<br />www.CreativeSearchStrategies.com<br />
Three Principles of SEO<br />What is SEO, in Plain English?<br />Having content to match search terms<br />Other websites ...
Step 1 – Research Google Estimates<br />https://adwords.google.com/select/KeywordToolExternal<br />Refer to Keyword Resear...
Step 2 – Research Search Estimates<br />Divide the estimate from Step 1 by 64%<br />organic cookies: 720 Searches / .64 Go...
Step 3 – Estimate CTR<br />Use Google Webmaster Tools to estimate click-through rate on core keywords<br />Multiply the Se...
Step 4 – Estimate Conversion<br />Use Google Analytics to estimate the average conversion rate<br />Multiply the Visits Es...
Step 5 – Estimate Revenue<br />Use Google Analytics to estimate the average Per Visit Value<br />For leads, estimate AOV (...
Questions?<br />
Connect with Steve Wiideman<br />Wiideman has been working with Search Engine Optimization Since 2003 and authored several...
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How to Estimate the SEO Value of Keywords

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Learn how to get a budget for SEO by estimating the SEO value of keywords. Presented by Search Engine Optimization Expert Steve Wiideman, this presentation will teach you step by step how to search for keyword volumes, estimate visits, estimate leads/actions, and estimate revenue fro SEO efforts.

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Transcript of "How to Estimate the SEO Value of Keywords"

  1. 1. Creative Search Strategies(How to Estimate SEO Value)<br />Steve Wiideman<br />www.CreativeSearchStrategies.com<br />
  2. 2. Three Principles of SEO<br />What is SEO, in Plain English?<br />Having content to match search terms<br />Other websites referencing a target website<br />User behavior (“click and stay”)<br />
  3. 3. Step 1 – Research Google Estimates<br />https://adwords.google.com/select/KeywordToolExternal<br />Refer to Keyword Research Fundamentals workshop<br />Capture estimated search volume information<br />Select “Exact” from match type options, deselect “Broad”<br />Save keywords into a spreadsheet<br />
  4. 4. Step 2 – Research Search Estimates<br />Divide the estimate from Step 1 by 64%<br />organic cookies: 720 Searches / .64 Google market share = 1,125 Total<br />
  5. 5. Step 3 – Estimate CTR<br />Use Google Webmaster Tools to estimate click-through rate on core keywords<br />Multiply the Search Estimates by the estimated average CTR<br />organic cookies: 1,125 Searches * 45% = 506 Est. Visits Total<br />
  6. 6. Step 4 – Estimate Conversion<br />Use Google Analytics to estimate the average conversion rate<br />Multiply the Visits Estimates by the conversion rate<br />organic cookies: 506 Visits * 3% = 15 Orders/Contacts/Leads Total<br />If you don’t know the conversion rate or your client won’t disclose it, use a low number such as 2%.<br />This will help you promise low and deliver high.<br />
  7. 7. Step 5 – Estimate Revenue<br />Use Google Analytics to estimate the average Per Visit Value<br />For leads, estimate AOV ((# leads * % convert) * AOV) / # leads)<br />Multiply the conversion estimates by the AOV OR multiply the visits estimates by the Per Visit Value <br />organic cookies: 15 Orders * $30 Per Order = $450 Total Est. Revenue<br />
  8. 8. Questions?<br />
  9. 9. Connect with Steve Wiideman<br />Wiideman has been working with Search Engine Optimization Since 2003 and authored several eBooks on the topic while working with Fortune 100 & 500 organizations.<br />He has been featured in Entrepreneur Magazine, Response Magazine, National Journal, Visibility Magazine and many industry blogs, including the Marketing Sherpa Blog.<br />He is currently a consultant to several corporate brands. In 2011, Wiideman is working with his team on Creative Search Strategies, an Internet Marketing webinar series and promoting his eBook SEO in a Day, which can be found by searching “free SEO eBook” in Google.<br />Steve Wiideman<br />www.SEOSteve.com<br />Facebook.com/stevewiideman<br />P. (562) 732-4417<br />E. info@seosteve.com<br />@seosteve<br />

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