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Facetime With an SEO Expert - slides | 060413

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SEO, digital marketing, keyword selection, competitive analysis

SEO, digital marketing, keyword selection, competitive analysis

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  • 1. Facetime with aSEO ExpertWebinar | June 4, 2013 Helsi Gonzales-Schlaefli, Business Development Manager
  • 2. Are the slides available?Engage with us on Social:Get a consultation: Email us at “seo@webmarketing123.com”@webmarketing123facebook.com/webmarketing123webmarketing123Yes! Just emailseo@webmarketing123.comFrequently Asked Questions (FAQs)
  • 3. Upcoming Webinar on June 18
Remarket & Win: CrashCourse with GoogleVisit our homepage and click “Register Now” linkJoin us and learn:ü Remarketing types (site, search, etc.) and use casesü In-depth explanation of Google’s remarketing capabilitiesü Beginner to advanced strategies for successü Detailed success stories from actual client campaigns+
  • 4. 4Search Engine OptimizationPaid Search / Display AdvertisingSocial MediaWebsite DesignInternational ExpansionCustom Measurement and AttributionOur ServicesSince 2004, we’ve employed ametrics-based approach toconverting online visibility intomeasurable business results
  • 5. 5 Fast Growing.
Award Winning.Top 10 of Bay Area’s 100Fastest Growing CompaniesTop 500 Fastest GrowingPrivate US Companies
  • 6. 6 We are experts at growingrevenue for our clients.
  • 7. 7 We have uniqueexperience drivinglead generationcampaigns forglobal Fortune 500companies.Across multiple business units and 4 countries we produced 34,356new leads for a group of operating companies, including:
  • 8. @webmarketing123 #wm1231.  2012 State of Digital Marketing Survey2.  State of Search Marketing3.  A Shift in the Purchasing Process4.  Proven Process for Strategic SEO5.  Importance of Measurement and Attribution6.  Live Site Analyses/ AGENDA
  • 9. @webmarketing123 #wm123In July, we surveyed over 500 U.S. marketing professionals2nd annual State of DigitalMarketing Report/ 2012 State of Digital Marketing
  • 10. @webmarketing123 #wm123When compared to Social Media and PaidSearch, SEO makes the biggest impact onLead Generation for both B2B and B2C.Top objective for B2B: Lead GenerationTop objective for B2C: Generating Awareness/ 2012 State of Digital Marketing
  • 11. @webmarketing123 #wm1231.  2012 State of Digital Marketing Survey2.  State of Search Marketing3.  A Shift in the Purchasing Process4.  Proven Process for Strategic SEO5.  Importance of Measurement and Attribution6.  Live Site Analyses/ AGENDA
  • 12. @webmarketing123 #wm123Your target audience is searchingfor you.Your target audience is searching for you.
  • 13. @webmarketing123 #wm123There’s 4 Billion Daily Searches on Google*SEOmoz 4 Billion (2012) 2.4 Billion (2010) 3 Billion (2011) / State of Search
  • 14. @webmarketing123 #wm12390% of all clickshappen on Page 1*Optify Study, Position CTR1 45.46%2 15.69%3 10.09%4 5.49%5 5.00%6 3.94%7 2.51%Eye tracking data from official Google blog/ State of Search
  • 15. @webmarketing123 #wm123*Google and Compete B2B Customer Study / State of SearchSearch engines are increasingly used and found usefulfor making decisions.
  • 16. @webmarketing123 #wm1231.  2012 State of Digital Marketing Survey2.  State of Search Marketing3.  A Shift in the Purchasing Process4.  Proven Process for Strategic SEO5.  Importance of Measurement and Attribution6.  Live Site Analyses/ AGENDA
  • 17. @webmarketing123 #wm123On average, B2B decision maker willwait two weeks after their initialvisit before converting.(Google, Compete B2B Customer Study)B2B Buyers are moving 60-70%of the way through the sales funnel before theyengage directly with sales reps (Forrester)/ Shift in Purchasing Process
  • 18. @webmarketing123 #wm123IntroducersInfluencersClosersü  Keyword searches(Broad/generic)ü  Displayadvertisingü  Email marketingü  Social mediaü  Brand namesü  Search advertisingü  Remarketingü  Search marketingü  Model numbersü  Branded termsDecisions are being made higher in the funnel/ Shift in Purchasing Process
  • 19. @webmarketing123 #wm123Lead-to-Customer Close % by ChannelInbound Channels Close More Deals/ Shift in Purchasing Process
  • 20. @webmarketing123 #wm1231.  2012 State of Digital Marketing Survey2.  State of Search Marketing3.  A Shift in the Purchasing Process4.  Proven Process for Strategic SEO5.  Importance of Measurement and Attribution6.  Live Site Analyses/ AGENDA
  • 21. @webmarketing123 #wm123STRATEGIC SEO byStrategy Implementation Tracking & Adjustment123Business Research,Competitive AuditandOpportunity AnalysisReporting withKPI Scorecard,Attributionand OptimizationKeywordsSelection andMappingContentBlog, Press Releases,White Papers,“How-To”, NewsInboundLinksSocialSignalsMetaContentPage Titles, URL’sSiteArchitecture
  • 22. @webmarketing123 #wm123Importance of Keyword Selection/ Proven Process for Strategic SEO
  • 23. @webmarketing123 #wm123Use Google tools to Measure DemandAdwords Keyword ToolKeyword list with search volume/ Proven Process for Strategic SEO
  • 24. @webmarketing123 #wm123Keyword Mapping/ Proven Process for Strategic SEO
  • 25. @webmarketing123 #wm1231.  2012 State of Digital Marketing Survey2.  State of Search Marketing3.  A Shift in the Purchasing Process4.  Proven Process for Strategic SEO5.  Importance of Measurement and Attribution6.  Live Site Analyses/ AGENDA
  • 26. @webmarketing123 #wm123More than half of CMOsfeel insufficientlyprepared to provide hardnumbers regardingmarketing program ROI.Source: Deloitte CMO Summit, 2012 / Measurement and Attribution
  • 27. @webmarketing123 #wm1237 in 10 marketers can’t attribute ROI from SEO –the #1 channel for lead generation.Source:Webmarketing123 State of Digital Marketing Survey, 2012 Hundreds of SEO keywords get potentialcustomers to your website, but only a handful ofthose keywords lead to closed deals./ Measurement and Attribution
  • 28. @webmarketing123 #wm123From search to CRM, justify your SEO investmentGOOGLE ANALYTICS- - - - - - - - - - - - - - - - - - - - - - - - - | KEYTOUCH ATTRIBUTION - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- | / Measurement and Attribution
  • 29. @webmarketing123 #wm123Sample ReportActionable insight into which campaigns generate revenue:/ Measurement and Attribution
  • 30. @webmarketing123 #wm1231.  2012 State of Digital Marketing Survey2.  State of Search Marketing3.  A Shift in the Purchasing Process4.  Proven Process for Strategic SEO5.  Importance of Measurement and Attribution6.  Live Site Analyses/ AGENDA
  • 31. @webmarketing123 #wm123LIVE SITE ANALYSES
  • 32. Upcoming Webinar on June 18Remarket & Win: CrashCourse with GoogleVisit our homepage and click “Register Now” linkJoin us and learn:ü Remarketing types (site, search, etc.) and use casesü In-depth explanation of Google’s remarketing capabilitiesü Beginner to advanced strategies for successü Detailed success stories from actual client campaigns+
  • 33. OVERVIEW33Get a second opinion on your SEO.Thanks!Helsi Gonzales-Schlaefli | Helsi.g@webmarketing123.comIn a 30 minute consultation, learn:ü Where you rank in relation to competitorsü How much revenue opportunity is available fromSearch (we’ll do the research)ü What actions you can take today to accelerate resultsfrom your SEO programSimply email Results@webmarketing123.com or call 800.619.1570