• Share
  • Email
  • Embed
  • Like
  • Private Content
SEO Habits of World Class Companies -  12/03/13 slides
 

SEO Habits of World Class Companies - 12/03/13 slides

on

  • 608 views

 

Statistics

Views

Total Views
608
Views on SlideShare
608
Embed Views
0

Actions

Likes
0
Downloads
33
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    SEO Habits of World Class Companies -  12/03/13 slides SEO Habits of World Class Companies - 12/03/13 slides Presentation Transcript

    • SEO Habits of World Class Companies Alex Dunks Director, SEO December 3rd, 2013 #123webinar | @webmarketing123
    • Frequently Asked Questions (FAQs) Are the slides available? Yes! Just email results@webmarketing123.com @webmarketing123 Engage with us on Social: facebook.com/webmarketing123 webmarketing123 Get a consultation: Email us at “results@webmarketing123.com” #123webinar | @webmarketing123
    • About Us #123webinar | @webmarketing123 3
    • We are a Full Service Digital Marketing Agency: Search Engine Optimization Paid Search / Display Advertising Social Media Marketing Top 500 Fastest Growing Private US Companies #123webinar | @webmarketing123 4
    • What sets us apart? #123webinar | @webmarketing123 5
    • We deliver on revenue. Not just leads & traffic. Each campaign includes: Business Research + Strategy Custom Scorecard Tracking Attribution + Data-driven Optimizations #123webinar | @webmarketing123 6
    • 7 SEO Habits of World Class Companies 1 Making SEO a Company Priority 2 Setting Clear Goals & Expectations 3 Understanding SEO Opportunity 4 Evaluating SEO Success by Revenue 5 Focusing on Content Creation 6 Staying Flexible 7 Knowing When to Lean on Experts #123webinar | @webmarketing123
    • 7 SEO Habits of World Class Companies 1 Making SEO a Company Priority 2 Setting Clear Goals & Expectations 3 Understanding SEO Opportunity 4 Evaluating SEO Success by Revenue 5 Focusing on Content Creation 6 Staying Flexible 7 Knowing When to Lean on Experts #123webinar | @webmarketing123
    • Habit #1 Making SEO a company-wide priority. World class companies understand why Search is important. 4 Billion Searches on Google Every *Moz Day ~90% of Clicks* Happen on the 1st Page of Search Results *Brandsofttech, Cornell 60% of Clicks are on Top 3 Results *Cornell #123webinar | @webmarketing123
    • Habit #1 Making SEO a company-wide priority. But, knowing SEO’s value is not enough. The top performing companies get all stakeholders to buy-in. All conduct a 1-2 Day “accelerator” workshop to:  Get all the right players in the room  Force decision making  Compress launch time by 1530x  Secure buy-in from the start #123webinar | @webmarketing123
    • 7 SEO Habits of World Class Companies 1 Making SEO a Company Priority 2 Setting Clear Goals & Expectations 3 Understanding SEO Opportunity 4 Evaluating SEO Success by Revenue 5 Focusing on Content Creation 6 Staying Flexible 7 Knowing When to Lean on Experts #123webinar | @webmarketing123
    • Habit #2 Setting clear goals & expectations. The “Accelerator” Workshop helps:  Standardize metrics (custom KPIs per unique business)  Create common vision, shared goals  Detail accountability (who owns what) What benchmarks should we use? What will winning look like? First three pieces of content we recommend: Which KPIs are priority? What are the next steps? #123webinar | @webmarketing123
    • 7 SEO Habits of World Class Companies 1 Making SEO a Company Priority 2 Setting Clear Goals & Expectations 3 Understanding SEO Opportunity 4 Evaluating SEO Success by Revenue 5 Focusing on Content Creation 6 Staying Flexible 7 Knowing When to Lean on Experts #123webinar | @webmarketing123
    • Habit #3 Understanding the Sales Funnel & SEO Opportunity Top performers know their sales pipeline like the back of their hand. #123webinar | @webmarketing123
    • Habit #3 Understanding the Sales Funnel & SEO Opportunity Top performers know their sales pipeline like the back of their hand. And they know the “cost of not ranking on page 1” 71,729 new website visitors 1,793 new leads 269 new qualified leads 27 new deals 2,700,000 monthly revenue 32,400,000 annual revenue #123webinar | @webmarketing123
    • 7 SEO Habits of World Class Companies 1 Making SEO a Company Priority 2 Setting Clear Goals & Expectations 3 Understanding SEO Opportunity 4 Evaluating SEO Success by Revenue 5 Focusing on Content Creation 6 Staying Flexible 7 Knowing When to Lean on Experts #123webinar | @webmarketing123
    • Habit #4 Evaluating SEO in terms of revenue. Top companies know which channels and campaigns drive the most revenue for their business. Measuring SEO success by the following metrics is no longer effective: • • • Number of keywords on page 1 Traffic to your website Leads Measure the money metrics: $ Qualified Leads (SQL/MQL) Sales Pipeline Closed Deal Revenue TIP: In order to measure which campaigns generate revenue, set-up your CRM system so that you can track closed deals back to the campaigns that influenced them. Then, you can start allocating your marketing dollars most effectively. #123webinar | @webmarketing123
    • Habit #4 Evaluating SEO in terms of revenue. Here’s how it works. GOOGLE ANALYTICS- - - - - - - - - - - - - - - - - - - - - - - - - | FULL ATTRIBUTION - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - -| #123webinar | @webmarketing123
    • Habit #4 Evaluating SEO in terms of revenue. Tie entry page conversions to revenue in CRM & attribute to mapped keywords. You MUST map keywords! #123webinar | @webmarketing123 19
    • 7 SEO Habits of World Class Companies 1 Making SEO a Company Priority 2 Setting Clear Goals & Expectations 3 Understanding SEO Opportunity 4 Evaluating SEO Success by Revenue 5 Focusing on Content Creation 6 Staying Flexible 7 Knowing When to Lean on Experts #123webinar | @webmarketing123
    • Habit #5 Focusing on Content Generation. They embrace the new self-informed buyer. B2B buyers get as far as 60% of the way through their purchase decision before contacting a sales representative 60% Source: Corporate Executive Board, The Most Important Number in Marketing, Aug. 2011 First three pieces of content we recommend: Your content needs to do the selling for you. Awareness Consideration #123webinar | @webmarketing123 Purchase
    • Habit #5 Focusing on Content Generation. …and it works. B2B companies with an active content curation strategy generate 67% more leads per month than those who do not. (Hubspot, socialmediab2b.com) Content isn’t just for prospects. Content is also for search engines. No content #123webinar | @webmarketing123 Yes content
    • Habit #5 Focusing on Content Generation. Google algorithm updates increasingly favor quality content. Quality Content – Create unique, fresh, & frequent content. Factors like length, & relevance play a role, too. Site Metrics – Optimize the UX. Improve time on site, bounce rate, load time, etc. Authority & Verification – Claim original content with authorship markup. #123webinar | @webmarketing123
    • Habit #5 Focusing on Content Generation. Conduct a content gap analysis. 1. Let’s use an insurance company as an example. You have 10 topics out of a possible 30 covered. #123webinar | @webmarketing123 24
    • Habit #5 Focusing on Content Generation. 2. Define all buyer personas. Risk Buyer Value Buyer IndustrySpecific Buyer 20 topics 3 personas 60 Content Pieces So far… All of this boils down to 2 MAJOR CMO Challenges: #123webinar | @webmarketing123 25
    • Habit #5 Focusing on Content Generation. 3. Craft content for each buying phase. 60 pieces 3 stages 180 Content Pieces How do I track 180 pieces? All of this boils down to 2 MAJOR CMO Challenges: #123webinar | @webmarketing123 26
    • Habit #5 Focusing on Content Generation. 4. Use the content calendar to assign ownership. Remember: This is JUST enough content to cover your bases. Stay organized & keep moving! #123webinar | @webmarketing123 27
    • Habit #5 Focusing on Content Generation. Marketers rank “producing enough content” as their #2 content marketing challenge. Can’t keep up with content production? You’re not alone. #123webinar | @webmarketing123
    • Habit #5 Focusing on Content Generation. Over half of marketers plan to invest more in content next year. 58% of B2B marketers will increase their content marketing budget. On average, 30% of B2B marketing budgets are dedicated to content. #123webinar | @webmarketing123
    • 7 SEO Habits of World Class Companies 1 Making SEO a Company Priority 2 Setting Clear Goals & Expectations 3 Understanding SEO Opportunity 4 Evaluating SEO Success by Revenue 5 Focusing on Content Creation 6 Staying Flexible 7 Knowing When to Lean on Experts #123webinar | @webmarketing123
    • Habit #6 Flexibility. Top performers identify highest performing campaigns and increase investment in what’s working. They also test frequently and don’t let perfect get in the way of better. Dynamic resource allocation: First three pieces of content we recommend: Campaign Revenue Opportunity KW Theme A $85,000 $ KW Theme B $60,000 $ KW Theme C $275,000 $ Allocation $ $ $ $ Trusting objective data is your ticket to success! #123webinar | @webmarketing123
    • 7 SEO Habits of World Class Companies 1 Making SEO a Company Priority 2 Setting Clear Goals & Expectations 3 Understanding SEO Opportunity 4 Evaluating SEO Success by Revenue 5 Focusing on Content Creation 6 Staying Flexible 7 Knowing When to Lean on Experts #123webinar | @webmarketing123
    • Habit #7 Knowing when to lean on experts. When done right, SEO can be a large undertaking with several moving parts:     Content creation. Engaging social media. Proper keyword strategy. Just to name a few. Digital marketing agencies specialize in providing all of these services and ensuring more cost-effective results. #123webinar | @webmarketing123
    • THANK YOU Alex Dunks Director, SEO Uncover your missed opportunity for SEO & SEM. Sign up for a complimentary SEO consultation. Email results@webmarketing123.com or call 800.619.1570 #123webinar | @webmarketing123 34