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60-Minute SEO Boot Camp for CEOs

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Summer is close approaching. As you prepare Q3 goals, it is important to understand the reasoning behind your website optimization and revenue building strategy - whether you're a CEO or a marketing …

Summer is close approaching. As you prepare Q3 goals, it is important to understand the reasoning behind your website optimization and revenue building strategy - whether you're a CEO or a marketing executive.

Are you implementing the right campaigns to achieve your upcoming summer goals and drive revenue? one of the best ways to increase your company revenue is to evaluate and improve the performance of your company's website on the search marketing front.

In Webmarketing123's webinar 60-Minute SEO Boot Camp for CEOs, you'll learn:

- How SEO will increase qualified traffic to your company's website
- How to track your competitors' SEO performance
- the missed opportunities of not appearing in the top search result
- How to measure the ROI from SEO

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  • 1. 60-Minute SEO Boot Camp for CEOsStrategies for staying one step ahead of the competitionDial In: (312) 878-0222Access Code: 247-537-916 @TravisLowSEO @bradleywjoe #wm123
  • 2. Webinar Agenda Why SEO? 1 Discover the importance of search engine optimization for your business success Does SEO pertain to my company’s industry? 2 Yes! Pursue industry trends and choose the right keywords that will have the greatest business impact within your industry Are my competitors focusing on SEO? 3 Measure competitor performance as part of your search campaign How do I measure ROI? 4 Learn steps for successful SEO integration and customer expectations#wm123@TravisLowSEO
  • 3. Webinar Agenda Why SEO? 1 Discover the importance of search engine optimization for your business success Does SEO pertain to my company’s industry? 2 Yes! Pursue industry trends and choose the right keywords that will have the greatest business impact within your industry Are my competitors focusing on SEO? 3 Measure competitor performance as part of your search campaign How do I measure ROI? 4 Learn steps for successful SEO integration and measure progress#wm123@TravisLowSEO
  • 4. 1 What is SEO? SEO is the process of improving the visibility and ranking of your website in the organic search listing on search engines.#wm123@TravisLowSEO
  • 5. 1 Importance of 1st page organic positioning By optimizing your website, you will progressively see improvements in search ranking as you cast a wider net for relevant traffic and ultimately gather increased visitor conversions. Organic search results based on keyword search#wm123@TravisLowSEO
  • 6. 1 Positioning of Pay Per Click results PPC results appear at the top of the search results page and in the right-hand sponsored links column. Paid search results based on keyword search#wm123@TravisLowSEO
  • 7. 1 Know the difference between PPC and SEO Understand that organic results and paid results both work to boost your recognition, ranking, and ultimately, your conversion rate. • Organic results = Search Engine Optimization (SEO) • Listings on search engine results pages that appear because of their relevance to the search terms. These are not advertisements. • Paid results = Pay Per Click (PPC) • Online advertisements that are used to direct relevant traffic to websites to take part in a specific call-to-action or transaction. Paid Ads + Organic Search captures new users#wm123@TravisLowSEO
  • 8. 1 SEO benefits every business type More people are using the internet today to research, shop and buy than in previous years. Take Action • Closely focusing on your company’s website performance in search can mean the difference between meeting your quarterly revenue goals and not. Queries have increased an average of 21% Y/Y from Q1 ’08 – Q1 ‘10 Source: comScore qSearch, January ’08 – March ’10, * Based on the five major search engines#wm123@TravisLowSEO
  • 9. 1 Why is SEO important to my business goals? People are using search engines as their #1 method to shop and purchase.#wm123@TravisLowSEO
  • 10. 1 Why is SEO important to my business goals? If your website isn’t listed on the first page of search results, you are missing out on a big slice of business. Nearly 70% of users do not look past the first page of search results.#wm123@TravisLowSEO
  • 11. 1 To be #1, you must be practicing SEO Page rankings are more important today than ever. With new tools and more data sources available, businesses are capitalizing on metrics to guide them to their revenue goals and ahead of their competitors. Source: AOL Leaked Data Report#wm123@TravisLowSEO
  • 12. 1 How SEO Works Have great content and get links (“votes”) from other relevant websites#wm123 SEO Ranking Factors. Source: SEOMoz v3 Search Engine Ranking Factors Report@TravisLowSEO
  • 13. Webinar Agenda Why SEO? 1 Discover the importance of search engine optimization for your business success Does SEO pertain to my company’s industry? 2 Yes! Pursue industry trends and choose the right keywords that will have the greatest business impact within your industry Are my competitors focusing on SEO? 3 Measure competitor performance as part of your search campaign How do I measure ROI? 4 Learn steps for successful SEO integration and measure progress#wm123@TravisLowSEO
  • 14. 2 Take a look into Google Trends Gain vital insight into today’s popular search terms. You can see how new “trending” terms tend to be more regularly searched than outdated terms. This will help you choose the right keywords for your site.#wm123@TravisLowSEO
  • 15. 2 Utilize Google Insights for Search Tool Google Insights for Search: Step 1: http://www.google.com/insights/search Step 2: Enter your keywords to get “insight” into popularity of the search term over time#wm123@TravisLowSEO
  • 16. 2 Optimize with Google Keyword External Tool Google Keyword External Tool: Step 1: https://adwords.google.com/select/KeywordToolExternal Step 2: Enter your keywords to get competitive data and other keyword ideas#wm123@TravisLowSEO
  • 17. 2 Keyword tools give you keyword ideas The Google Keyword External Tool is a great resource for providing suggested strong, unique keywords that can help your site separate from the competition.#wm123@TravisLowSEO
  • 18. Webinar Agenda Why SEO? 1 Discover the importance of search engine optimization for your business success Does SEO pertain to my company’s industry? 2 Yes! Pursue industry trends and choose the right keywords that will have the greatest business impact within your industry Are my competitors focusing on SEO? 3 Measure competitor performance as part of your search campaign How do I measure ROI? 4 Learn steps for successful SEO integration and measure progress#wm123@TravisLowSEO
  • 19. 3 Be aware of your competitors See who is displayed on the search results page for your target keywords. Are they employing the SEO basics? 6 Pillars for a Successful SEO Campaign • Keywords • Content • Meta Tags • URLs • Internal Links • Inbound Links#wm123@TravisLowSEO
  • 20. 3 Is the page title optimized? Keywords in your page title are crucial. Keyword placement towards the beginning of the title is always best.#wm123@TravisLowSEO
  • 21. 3 How optimized are my competitors? It is a good practice to monitor your competitors ranking and the specific keywords that they are ranking successfully on. This can help you navigate appropriately for your own campaign. Google MonthlyKeywords Searches nike.com adidas.com lululemon.com newbalance.com Competitionrunning gear 49,500 10 N/A 16 N/A 138,000,000running socks 40,500 13 N/A N/A N/A 2,970,000running wear 22,200 17 N/A 58 93 199,000,000best running shorts 1,600 21 N/A N/A N/A 8,000,000running tshirt 720 8 N/A N/A N/A 6,160,000Total Monthly Searches 114,520 N/A means not ranking in the Top 100#wm123@TravisLowSEO
  • 22. 3 How can you stay ahead? Focus on your ROI and know how you can get there. • Target correct, optimal keywords • Include keyword rich content on your site • Incorporate many relevant one-way inbound links#wm123@TravisLowSEO
  • 23. Webinar Agenda Why SEO? 1 Discover the importance of search engine optimization for your business success Does SEO pertain to my company’s industry? 2 Yes! Pursue industry trends and choose the right keywords that will have the greatest business impact within your industry Are my competitors focusing on SEO? 3 Measure competitor performance as part of your search campaign How do I measure ROI? 4 Learn steps for successful SEO integration and measure progress#wm123@TravisLowSEO
  • 24. 4 How long before I see the effects of SEO? SEO takes time as it is a natural process. In the long term, the impact is huge. The best results come with patience. Set up Goals • Define conversions for your business goals. • Set your goal values. • Analyze which keywords are leading to more conversions and work to strengthen them in your links and content. Consider removing poor-performing, too general keywords from your campaign. • Observe where visitors abandon the goal path and analyze the data to determine why#wm123@TravisLowSEO
  • 25. 4 Monitor branded vs. non-branded traffic Analyze organic (non-paid) traffic and non-branded traffic leading to your site • This segment of traffic represents the current strength of your SEO efforts as visitors land on your site from the results of organic search. • Site visitors coming from non-branded traffic demonstrate the customer base that is being led to your site directly from searches on the type of products or services that your company offers.#wm123@TravisLowSEO
  • 26. 4 Integrate analytics to measure ROI Dig into the market trends to determine your strengths and focus on continually improving your position • Compare your metrics to past data • Observe possible seasonality factors • Track your progress through non-paid, non-branded traffic trends#wm123@TravisLowSEO
  • 27. 4 Essential Takeaways Understand how SEO, as a critical piece of online marketing, helps you to stay ahead of the rest. • SEO is a medium that brings results for a fraction of the price of other marketing mediums • There are many tools that provide insight on your industry’s online search behavior • Engage in SEO now because it is constantly evolving • ROI is very transparent with proper analytics in place • Increasing visibility on search engines is the most cost-efficient way to get more sales and leads to your business • Each SEO element builds upon the other for successful wins#wm123@TravisLowSEO
  • 28. Thank You!
  • 29. Contact Us for a Complimentary Digital Marketing Analysis Thank you for your attendance today! Custom Opportunity Analysis includes: - Digital Planning Session: Learn how your business can drive revenue growth through the web. How many searches are being done for you top services or products? -Competitive Report: Find out where you rank against your top competitors and what tactics they’re employing - Website Analytics: detailing the keywords, sources, and referrals that visitors are using to discover your website - Search Engine Friendliness Report: crawlability analysis of your site Please contact: seo@webmarketing123.com#wm123@TravisLowSEO