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  • 1. Facetime with an SEO Expert Mike Turner Senior SEO Strategist Director, Business Developmentwebmarketing123 facebook.com/webmarketing123 @webmarketing123 #wm123
  • 2. Practical Matters Yes! Just emailü  Are the slides available? seo@webmarketing123.comü  We’re live tweeting webinar highlights. @webmarketing123 facebook.com/webmarketing123ü  Stay informed by following us. webmarketing123ü  Ready to take the next step with us? Request a Complimentary SEO Assessment Today. @webmarketing123 #wm123
  • 3. @webmarketing123 #wm123
  • 4. Webinar Agenda 1.  2012 State of Digital Marketing Survey 2.  State of Search Marketing 3.  A Shift in the Purchasing Process 4.  Live Site Analyses 5.  Importance of Measurement and Attribution @webmarketing123 #wm123
  • 5. Webinar Agenda 1.  2012 State of Digital Marketing Survey 2.  State of Search Marketing 3.  A Shift in the Purchasing Process 4.  Live Site Analyses 5.  Importance of Measurement and Attribution @webmarketing123 #wm123
  • 6. 2012 Digital Marketing Survey In July, we surveyed over 500 U.S. marketing professionals 2nd annual State of Digital Marketing Report @webmarketing123 #wm123
  • 7. 2012 Digital Marketing Survey Top objectives and biggest impact Lead Generation is the #1 Objective of B2B marketers SEO Makes the Biggest Impact on Lead Generation @webmarketing123 #wm123
  • 8. Your target audience is searchingfor you. Your target audience is searching for you. @webmarketing123 #wm123
  • 9. Webinar Agenda 1.  2012 State of Digital Marketing Survey 2.  State of Search Marketing 3.  A Shift in the Purchasing Process 4.  Live Site Analyses 5.  Importance of Measurement and Attribution @webmarketing123 #wm123
  • 10. State of Search 4 Billion Searches on Google Every Day *SEOmoz ~90% of Clicks* Happen on the 1st Page of Search Results *Brandsofttech, Cornell 60% of Clicks are on Top 3 Results *Cornell @webmarketing123 #wm123
  • 11. State of Search 57% of Internet users search the web every day. @webmarketing123 #wm123
  • 12. State of Search 46% of daily searches are for info on products or services. @webmarketing123 #wm123
  • 13. State of Search *Google and Compete B2B Customer Study @webmarketing123 #wm123
  • 14. Webinar Agenda 1.  2012 State of Digital Marketing Survey 2.  State of Search Marketing 3.  A Shift in the Purchasing Process 4.  Live Site Analyses 5.  Importance of Measurement and Attribution @webmarketing123 #wm123
  • 15. Shift in Purchasing Process B2B Buyers are moving 60-70% of the way through the sales funnel before they engage directly with sales reps (Forrester) On average, B2B decision maker will wait two weeks after their initial visit before converting. (Google, Compete B2B Customer Study) @webmarketing123 #wm123
  • 16. Shift in Purchasing Process Decisions are being made higher in the funnel ² Keyword searches (Broad/generic) Introducers ² Display advertising ² Email marketing ² Social media ² Brand names Influencers ² Search advertising ² Remarketing ² Search marketing Closers ² Model numbers ² Branded terms @webmarketing123 #wm123
  • 17. Search is your virtual marketplace @webmarketing123 #wm123
  • 18. Budgets are Shifting to Inbound Channels @webmarketing123 #wm123
  • 19. Inbound Marketing ChannelsClose More Deals Lead-to-Customer Close % by Channel @webmarketing123 #wm123
  • 20. Webinar Agenda 1.  2012 State of Digital Marketing Survey 2.  State of Search Marketing 3.  A Shift in the Purchasing Process 4.  Live Site Analyses 5.  Importance of Measurement and Attribution @webmarketing123 #wm123
  • 21. How successfully are you usingdigital marketing to advanceyour business? @webmarketing123 #wm123
  • 22. STRATEGIC SEO by 1 Strategy 2 Implementation 3 Tracking & Adjustment 2 1 3 Keywords Content Blog, Press Releases, InboundBusiness Research, Selection and White Papers, Links Reporting with Mapping “How-To”, News Competitive Audit KPI Scorecard, and AttributionOpportunity Analysis Site Meta Social and Optimization Architecture Content Signals Page Titles, URL’s @webmarketing123 #wm123
  • 23. Importance of Keyword Selection @webmarketing123 #wm123
  • 24. Use Google tools to Measure Demand Keyword list with search volumeAdwords Keyword Tool @webmarketing123 #wm123
  • 25. Keyword Mapping @webmarketing123 #wm123
  • 26. LIVE SITE ANALYSES @webmarketing123 #wm123
  • 27. Webinar Agenda 1.  2012 State of Digital Marketing Survey 2.  State of Search Marketing 3.  A Shift in the Purchasing Process 4.  Live Site Analyses 5.  Importance of SEO Measurement and Attribution @webmarketing123 #wm123
  • 28. STRATEGIC SEO by 1 Strategy 2 Implementation 3 Tracking & Adjustment 2 1 3 Keywords Content Blog, Press Releases, InboundBusiness Research, Selection and White Papers, Links Reporting with Mapping “How-To”, News Competitive Audit KPI Scorecard, and AttributionOpportunity Analysis Site Meta Social and Optimization Architecture Content Signals Page Titles, URL’s @webmarketing123 #wm123
  • 29. Search Marketing ROI More than half of CMOs feel insufficiently prepared to provide hard numbers regarding marketing program ROI. Source: Deloitte CMO Summit, 2012 @webmarketing123 #wm123
  • 30. Search Marketing ROI Hundreds of SEO keywords get potential customers to your website, but only a handful of those keywords lead to closed deals. 7 in 10 marketers can’t attribute ROI from SEO – the #1 channel for lead generation. Source: Webmarketing123 State of Digital Marketing Survey, 2012 @webmarketing123 #wm123
  • 31. Search Marketing ROI From search to CRM, justify your SEO investment GOOGLE ANALYTICS- - - - - - - - - - - - - - - - - - - - - - - - - | KEYTOUCH ATTRIBUTION - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- | @webmarketing123 #wm123
  • 32. Search Marketing ROI Example report Easily identify which keywords contribute to revenue and which are most likely to close deals @webmarketing123 #wm123
  • 33. Search Marketing ROI Close the loop, make data-driven decisions Start refining marketing program allocation based on actual revenue instead of just leads or conversions. Revenue Keyword Allocation Opportunity Keyword A $85,000 $ $ Keyword B $60,000 $ Keyword C $275,000 $ $ $ $ @webmarketing123 #wm123
  • 34. Thank you!Download the 2012 State of Digital Marketing ReportAvailable on our homepage.Get a Consultation.Email: seo@webmarketing123Talk to a digital marketing expert about your:ü  SEO/PPC/Social Media Marketingü  Measurement/Analytics Approachü  Lead Gen Effectiveness Connect with me Email: mike.t@webmarketing123.com @webmarketing123 #wm123