4 Reasons Your CEO Needs to Know About SEO in 2012
 

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4 Reasons Your CEO Needs to Know About SEO in 2012 Presentation Transcript

  • 1. 4 Reasons Your CEO Needs to Know About SEOTop Tips for Online Business Success in 2012Toll: +1 (646) 558-2124Access Code: 694-690-755 @webmarketing123 @bradleywjoe #wm123
  • 2. Housekeeping Items Are the slides available?  Yes! Please email seo@webmarketing123.com We want to hear from you! @webmarketing123 facebook.com/webmarketing123 Want to learn more?  Contact us for a complimentary SEO Diagnostic. Details at end of webinar. #wm123 @bradleywjoe
  • 3. Webinar Agenda1 The Case for Online Marketing Why 1st Page ranking is important to achieve business goals online2 Calculating the Cost of the Problem Understand how the lack of an online presence creates costs for your business3 Competitive Analysis Learn how your competition is leveraging SEO to drive their business results4 SEO and ROI How to tie SEO results to financial impact #wm123 @bradleywjoe
  • 4. Webinar Agenda1 The Case for Online Marketing Why 1st Page ranking is important to achieve business goals online2 Calculating the Cost of the Problem Understand how the lack of an online presence creates costs for your business3 Competitive Analysis Learn how your competition is leveraging SEO to drive their business results4 SEO and ROI How to tie SEO results to financial impact #wm123 @bradleywjoe
  • 5. 1 Online Ad Spend Is On The Rise Budgets for digital marketing initiatives are increasing both in absolute total, as well as in their proportion of entire marketing budgets Source: American Marketing Association, Forrester Research’s US Interactive Marketing Forecast 2009-2014; Cambridge, Mass #wm123 @bradleywjoe
  • 6. 1 Biggest Factors Influencing Online Success Comparing the most popular digital marketing channels Source: First Annual Webmarketing123 Digital Marketing Survey #wm123 @bradleywjoe
  • 7. 1 What is at Stake? Search engine usage is growing rapidly Currently, there are more than 3 billion searches/day on Google Courtesy: SEOmoz #wm123 @bradleywjoe
  • 8. 1 Search Engine User Behavior If you are not on the 1st page, you are invisible to most searchers Source : Jupiter Research, 2010 #wm123 @bradleywjoe
  • 9. 1 Search Engine User Behavior Investigate Google Insights to compare long-term trends: www.google.com/insights/search #wm123 @bradleywjoe
  • 10. 1 What’s at Stake for Your Business? Google’s keyword tool provides specific insights to marketers #wm123 @bradleywjoe
  • 11. Key Thought #11. Identify the top 5 keywords your company needs to appear #1 on Google for today.2. How many monthly searches are there for those 5 terms? #wm123 @bradleywjoe
  • 12. Webinar Agenda1 The Case for Online Marketing Why 1st Page ranking is important to achieve business goals online2 Calculating the Cost of the Problem Understand how the lack of an online presence creates costs for your business3 Competitive Analysis Learn how your competition is leveraging SEO to drive their business results4 SEO and ROI How to tie SEO results to financial impact #wm123 @bradleywjoe
  • 13. 2 Calculating the Cost of the Problem By applying standard conversion metrics throughout the purchasing funnel, we can identify lost revenue on a monthly basis #wm123 @bradleywjoe
  • 14. Key Thought #21. What are the conversion metrics (avg. close rates, avg. sale price, etc.) for your business?2. For your business, is there a significant cost for not ranking highly on the search engines? #wm123 @bradleywjoe
  • 15. Webinar Agenda1 The Case for Online Marketing Why 1st Page ranking is important to achieve business goals online2 Calculating the Cost of the Problem Understand how the lack of an online presence creates costs for your business3 Competitive Analysis Learn how your competition is leveraging SEO to drive their business results4 SEO and ROI How to tie SEO results to financial impact #wm123 @bradleywjoe
  • 16. 3 Website Content How to write for search engines• Search engines learn what your site is about by reading your content• Optimal site content will sound natural to readers but also include mentions oftargeted keywords #wm123 @bradleywjoe
  • 17. 3 Website Content What Google Sees What We See #wm123 @bradleywjoe
  • 18. 3 Meta Content What it is Main Elements Consist of: a) Page Title b) Description c) And sometimes… Keywords #wm123 @bradleywjoe
  • 19. 3 Meta Content What it is Main Elements Consist of: a) Page Title b) Description c) And sometimes… Keywords #wm123 @bradleywjoe
  • 20. 3 Meta Content Facebook Groups: B2B Lead Gen Include descriptive keywords and phrases in page titlesKeywords in the First or Second Position of the Page Title Have the Highest Impact!
  • 21. 3 How Many Keywords To Target Per Page? Develop a “mapping” document that targets 3-5 keywords per page #wm123 @bradleywjoe
  • 22. 3 Inbound Links Links from other highly relevant websites, back to yours #wm123 @bradleywjoe
  • 23. Key Thought #31. Visit you top competitor’s home page2. View the source code and locate what keywords are in the <title> and <description> tags3. How does this compare with your SEO strategy? #wm123 @bradleywjoe
  • 24. Webinar Agenda1 The Case for Online Marketing Why 1st Page ranking is important to achieve business goals online2 Calculating the Cost of the Problem Understand how the lack of an online presence creates costs for your business3 Competitive Analysis Learn how your competition is leveraging SEO to drive their business results4 SEO and ROI How to tie SEO results to financial impact #wm123 @bradleywjoe
  • 25. 4 SEO Is A Means To An End Why SEO matters to achieve business success1 Keyword Rankings 2 Increased Traffic 3 Lead and Sales #wm123 @bradleywjoe
  • 26. 4 Watch Your Keyword Rankings Measure on a weekly, bi-weekly, or monthly basis #wm123 @bradleywjoe
  • 27. 4 Analyze Organic Search Traffic Measures effectiveness of the SEO programFilter out “branded” traffic #wm123 @bradleywjoe
  • 28. 4 Track Your Goals Tie SEO effectiveness to lead and sales flow #wm123 @bradleywjoe
  • 29. 4 How to Measure ROI Full Funnel Digital Visibility - Most B2B marketers would attribute success at the point of lead capture, i.e. “conversions” #wm123 @bradleywjoe
  • 30. 4 How to Measure ROI Full Funnel Digital Visibility- Reality is that there are several - Worse yet, without closing the touch points before the loop with Sales to determine if “conversion” that influenced the those leads led to new revenue, purchase decision we are NOT making sound business decisions- Marketing currently gets no credit for these! #wm123 @bradleywjoe
  • 31. 4 The Best SEO Reporting Measuring SEO effectiveness by identifying keywords that drove the best conversions and sales #wm123 @bradleywjoe
  • 32. Key Thought #41. When you signed off on your business plan goals for 2012, what did you commit to (10% increase in leads/sales, etc.)?2. Can you identify the marketing channels that will help you achieve these goals? #wm123 @bradleywjoe
  • 33. Contact Us about Qualifying for a Complimentary Analysis - “Cost of the Problem” Analysis: Discover the cost of not ranking in the top positions on search engines. How much revenue is being lost to competitors with the best rankings? - Competitive Report: Find out where you rank against your top competitors and what tactics they’re employing - ROI Tracking: Detailing the keywords and sources that visitors are using to discover your website and if those visitors are converting into leads and sales Please contact: contact@webmarketing123.com #wm123 @bradleywjoe
  • 34. Key Takeaways• Identify Where You Are Today: Determine whether the lack of strong search engine ranking is a significant enough cost for your business (it might not be).• Tie Everything to Revenue: Fill out the “Cost of the Problem” framework for your business. Does this make a strong case for online investment?• Achieve 2012 Marketing Goals: SEO is the most cost- efficient way to generate qualified sales and leads. Take advantage of search demand for your industry and leverage this to achieve your 2012 business plan goals. #wm123 @bradleywjoe
  • 35. Thank You!
  • 36. Contact Us about Qualifying for a Complimentary Analysis - “Cost of the Problem” Analysis: Discover the cost of not ranking in the top positions on search engines. How much revenue is being lost to competitors with the best rankings? - Competitive Report: Find out where you rank against your top competitors and what tactics they’re employing - ROI Tracking: Detailing the keywords and sources that visitors are using to discover your website and if those visitors are converting into leads and sales Please contact: contact@webmarketing123.com #wm123 @bradleywjoe