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How to Estimate the SEO Value of Keywords
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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 ...

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

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