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Seo Espionage - Webmarketing123 webinar

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  • 1. SEO Espionage:Learn Your Competitors Strategy &How to Beat Them Mike Turner Senior SEO Analyst Director of Business Development Webmarketing123 @webmarketing123 #123webinar
  • 2. @webmarketing123 #123webinar
  • 3. Practical Matters Yes! Just emailü  Are the slides available? seo@webmarketing123.comü  Tweet today’s event using #123webinar @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 #123webinar
  • 4. Webinar Agenda 1 The Marketing Landscape Has Changed. Again. Why We Care About Search Marketing 2 Competitive Analysis – Where to Begin? Its not Rocket Science; It is about Rigor 3 Is Your Act Together? Get This: Scorecards Linked to your KPIs 4 Why Do This in the First Place: ROI Holding SEO accountable for business results @webmarketing123 #123webinar
  • 5. Webinar Agenda 1 The Marketing Landscape Has Changed. Again. Why We Care About Search Marketing 2 Competitive Analysis – Where to Begin? Its not Rocket Science; It is about Rigor 3 Is Your Act Together? Get This: Scorecards Linked to your KPIs 4 Why Do This in the First Place: ROI Holding SEO accountable for business results @webmarketing123 #123webinar
  • 6. Digital Marketing is EvolvingIs Your Marketing Keeping Pace? @webmarketing123 #123webinar
  • 7. B2B customers are now more discerning Google Think B2B Conference 2012 @webmarketing123 #123webinar
  • 8. B2B internet usage skyrocketed in the past year Search engines are the #1 source for B2B information Top online sources for B2B customer research Google Think B2B Conference 2012 @webmarketing123 #123webinar
  • 9. Online sources help B2B customers discovernew brands % of B2B customers using the following sources to discover new brands Google Think B2B Conference 2012 @webmarketing123 #123webinar
  • 10. B2B Marketers Rely on SEO for Lead Generation Lead Generation is the #1Objective of B2B MarketersSEO Makes the BiggestImpact on Lead Generation(2012 State of Digital Marketing Survey) @webmarketing123 #123webinar
  • 11. 4 Billion Searches on Google Every Day 95% of Clicks Happen on the 1st Page of Search Results 60% of Clicks are on Top 3 Results(Optify, Brandtech study) @webmarketing123 #123webinar
  • 12. A Shift in the Purchasing Process B2B buyers are moving 60-70% of the way through the sales funnel before they engage directly with sales reps. Key Thought: Is your website robust enough to function as a virtual sales force?(Google (57%), Forrester (70%)) @webmarketing123 #123webinar
  • 13. Webinar Agenda 1 The Marketing Landscape Has Changed. Again. Why We Care About Search Marketing 2 Competitive Analysis – Where to Begin? Its not Rocket Science; It is about Rigor 3 Is Your Act Together? Get This: Scorecards Linked to your KPIs 4 Why Do This in the First Place: ROI Holding SEO accountable for business results @webmarketing123 #123webinar
  • 14. Competitive Analysis – There’s A LOT to it… @webmarketing123 #123webinar
  • 15. Before You Begin – What’s At Stake?Understanding the opportunity @webmarketing123 #123webinar
  • 16. Before You Begin – What’s At Stake? Annual Cost of Not Ranking: $2,700,000 monthly cost multiplied by 12 months = 32 million+/year @webmarketing123 #123webinar
  • 17. Step-by-Step Calculationof the Cost of Not Ranking on Page 1 of Google1.  Keyword Search Volume2.  CTR on Search Results (New Visitors) If you want this for your site,3.  Visitor Lead Rate reach out via Q&A4.  Lead Qualified Lead Rate5.  Qualified Lead Closed Deal Rate6.  Average Deal Size7.  (# of Closed Deals) x (Avg. Deal Size) = Revenue Potential @webmarketing123 #123webinar
  • 18. Competitive Analysis – It’s All About Keywords @webmarketing123 #123webinar
  • 19. Competitive Analysis – Keyword Tracking: @webmarketing123 #123webinar
  • 20. Competitive Analysis – Use Google Tools: @webmarketing123 #123webinar
  • 21. Organic Ranking Position Matters: << If you’re here, you’re invisible. @webmarketing123 #123webinar
  • 22. Keyword Length Matters:Keyword Selection @webmarketing123 #123webinar
  • 23. Not All Keywords Are Created Equal: @webmarketing123 #123webinar
  • 24. Competitive Analysis – Additional Tools:Estimate traffic and unearth competitor’s keyword strategy •  Simply “View Source”•  Google Keyword Tool•  Doubleclick Ad Planner•  Alexa (Amazon)•  Compete•  Quantcast•  URL Trends•  SEMRush•  SpyFu @webmarketing123 #123webinar
  • 25. What to Look for?: @webmarketing123 #123webinar
  • 26.       Start with the Obvious: Are they writing for Search Engines? Above the Fold Below the Fold @webmarketing123 #123webinar
  • 27.       Why Content Matters: What Google Sees What We See What Google Sees @webmarketing123 #123webinar
  • 28. Meta What?:Main Elements Consist of:a) Page Titleb) Descriptionc) And sometimes… Keywords @webmarketing123 #123webinar
  • 29. Meta What?:Main Elements Consist of:a) Page Titleb) Descriptionc) And sometimes… Keywords @webmarketing123 #123webinar
  • 30. Meta What?: aceook 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! @webmarketing123 #123webinar
  • 31. @webmarketing123 #123webinar
  • 32. Inbound LinksLinks from other highly relevant websites, back to yours @webmarketing123 #123webinar
  • 33. 1 The Marketing Landscape Has Changed. Again. Why We Care About Search Marketing2 Competitive Analysis – Where to Begin? Its not Rocket Science; It is about Rigor3 Is Your Act Together? Get This: Scorecards Linked to your KPIs4 Why Do This in the First Place: ROI Holding SEO accountable for business results @webmarketing123 #123webinar
  • 34. Get your Own House in Order: @webmarketing123 #123webinar
  • 35. Make a PlanKeyword SelectionKeyword Mapping @webmarketing123 #123webinar
  • 36. Make a PlanContent Guidelines @webmarketing123 #123webinar
  • 37. Content Mapping Document @webmarketing123 #123webinar
  • 38. Link Strategy Document Content is the fuel that powers a link building strategy @webmarketing123 #123webinar
  • 39. Reporting is Key @webmarketing123 #123webinar @webmarketing123
  • 40. A Scorecard Process helps overcomeimplementation obstaclesü  Standardizes Metricsü  Creates Common Vision, Shared Goals, Accountability What will What winning look benchmarks like? should we use? Which KPIs are What are the your priorities? next steps? @webmarketing123 #123webinar
  • 41. @webmarketing123 #123webinar
  • 42. @webmarketing123 #123webinar
  • 43. A ranking report should showsteady progress over time. @webmarketing123 #123webinar
  • 44. 1 The Marketing Landscape Has Changed. Again. Why We Care About Search Marketing2 Competitive Analysis – Where to Begin? Its not Rocket Science; It is about Rigor3 Is Your Act Together? Get This: Scorecards Linked to your KPIs4 Why Do This in the First Place: ROI Holding SEO accountable for business results @webmarketing123 #123webinar
  • 45. But reporting shouldnt stop there.How are individual keywordsperforming in terms of revenue? @webmarketing123 #123webinar
  • 46. Which Keywords are Converting. At What Value? @webmarketing123 #123webinar
  • 47. Webinar Agenda 1 The Marketing Landscape Has Changed. Again. Is your agency fat, happy and complacent? 2 "Black Box" = BS Its not Rocket Science; It is about Rigor 3 What Does Metrics-Based Reporting Look Like? Get This: Scorecards Linked to your KPIs 4 Opportunity Analysis Holding SEO accountable for business results @webmarketing123 #123webinar
  • 48. As marketers are increasinglyresponsible for the P & L, it’s moreimportant than ever to quantifypotential at the front-end andconsistently measure performanceagainst KPIs. Quantify Measure @webmarketing123 #123webinar
  • 49. Your revenue should be rising.Not just your traffic. @webmarketing123 #123webinar
  • 50. WE ARE EXPERTS AT BUILDING TOP LINE REVENUEGROWTH FOR GLOBAL ENTERPRISES WITHTARGETED, COST-EFFECTIVE DIGITAL MARKETING @webmarketing123 #123webinar
  • 51. We invite you to… Download: 2012 State of Digital Marketing Report webmarketing123.com Talk to a digital marketing expert: ü SEO/PPC/Social Media Marketing ü Measurement/Analytics Approach ü Lead Gen Effectiveness seo@webmarketing123.com TEAM UP WITH ONE OF THE Questions? Feedback?mike.t@webmarketing123.com FASTEST GROWING PRIVATE COMPANIES IN THE U.S. (2012) @webmarketing123 #123webinar
  • 52. Live Site Analyses:Does Google Your Website? @webmarketing123 #123webinar