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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...
About Us
#123webinar | @webmarketing123

3
We are a Full Service

Digital Marketing Agency:
Search Engine Optimization
Paid Search / Display Advertising
Social Media...
What sets
us apart?
#123webinar | @webmarketing123

5
We deliver on

revenue.

Not just leads & traffic.

Each campaign includes:

Business Research + Strategy
Custom Scorecard...
7 SEO Habits of World Class Companies

1

Making SEO a Company Priority

2

Setting Clear Goals & Expectations

3

Underst...
7 SEO Habits of World Class Companies

1

Making SEO a Company Priority

2

Setting Clear Goals & Expectations

3

Underst...
Habit #1

Making SEO a company-wide priority.

World class companies understand why Search is important.
4 Billion Searche...
Habit #1

Making SEO a company-wide priority.

But, knowing SEO’s value is not enough. The top performing
companies get al...
7 SEO Habits of World Class Companies

1

Making SEO a Company Priority

2

Setting Clear Goals & Expectations

3

Underst...
Habit #2

Setting clear goals & expectations.

The “Accelerator” Workshop helps:
 Standardize metrics (custom KPIs per un...
7 SEO Habits of World Class Companies

1

Making SEO a Company Priority

2

Setting Clear Goals & Expectations

3

Underst...
Habit #3

Understanding the Sales Funnel & SEO
Opportunity

Top performers know their sales pipeline like the back of thei...
Habit #3

Understanding the Sales Funnel & SEO
Opportunity

Top performers know their sales pipeline like the back of thei...
7 SEO Habits of World Class Companies

1

Making SEO a Company Priority

2

Setting Clear Goals & Expectations

3

Underst...
Habit #4

Evaluating SEO in terms of revenue.

Top companies know which channels and campaigns drive the most
revenue for ...
Habit #4

Evaluating SEO in terms of revenue.

Here’s how it works.

GOOGLE ANALYTICS- - - - - - - - - - - - - - - - - - -...
Habit #4

Evaluating SEO in terms of revenue.

Tie entry page conversions to revenue in CRM & attribute to mapped
keywords...
7 SEO Habits of World Class Companies

1

Making SEO a Company Priority

2

Setting Clear Goals & Expectations

3

Underst...
Habit #5

Focusing on Content Generation.

They embrace the new self-informed buyer.
B2B buyers get as far as 60% of the w...
Habit #5

Focusing on Content Generation.

…and it works.

B2B companies with an active
content curation strategy
generate...
Habit #5

Focusing on Content Generation.

Google algorithm updates increasingly favor quality content.

Quality Content –...
Habit #5

Focusing on Content Generation.

Conduct a content gap analysis.

1. Let’s use an insurance company as an exampl...
Habit #5

Focusing on Content Generation.

2. Define all buyer personas.

Risk Buyer
Value Buyer

IndustrySpecific Buyer

...
Habit #5

Focusing on Content Generation.

3. Craft content for each buying
phase.

60 pieces
3 stages

180 Content
Pieces...
Habit #5

Focusing on Content Generation.

4. Use the content calendar to assign ownership.
Remember:
This is JUST
enough ...
Habit #5

Focusing on Content Generation.

Marketers rank “producing enough content” as their #2 content marketing
challen...
Habit #5

Focusing on Content Generation.

Over half of marketers plan to invest more in content next year.

58% of B2B ma...
7 SEO Habits of World Class Companies

1

Making SEO a Company Priority

2

Setting Clear Goals & Expectations

3

Underst...
Habit #6

Flexibility.

Top performers identify highest performing campaigns and increase
investment in what’s working. Th...
7 SEO Habits of World Class Companies

1

Making SEO a Company Priority

2

Setting Clear Goals & Expectations

3

Underst...
Habit #7

Knowing when to lean on experts.

When done right, SEO can be a large undertaking with several moving parts:

...
THANK YOU
Alex Dunks

Director, SEO

Uncover your missed opportunity for SEO & SEM.

Sign up for a complimentary
SEO consu...
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Transcript of "SEO Habits of World Class Companies - 12/03/13 slides"

  1. 1. SEO Habits of World Class Companies Alex Dunks Director, SEO December 3rd, 2013 #123webinar | @webmarketing123
  2. 2. 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
  3. 3. About Us #123webinar | @webmarketing123 3
  4. 4. 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
  5. 5. What sets us apart? #123webinar | @webmarketing123 5
  6. 6. 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. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. Habit #3 Understanding the Sales Funnel & SEO Opportunity Top performers know their sales pipeline like the back of their hand. #123webinar | @webmarketing123
  15. 15. 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
  16. 16. 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
  17. 17. 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
  18. 18. Habit #4 Evaluating SEO in terms of revenue. Here’s how it works. GOOGLE ANALYTICS- - - - - - - - - - - - - - - - - - - - - - - - - | FULL ATTRIBUTION - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - -| #123webinar | @webmarketing123
  19. 19. 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
  20. 20. 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
  21. 21. 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
  22. 22. 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
  23. 23. 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
  24. 24. 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
  25. 25. 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
  26. 26. 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
  27. 27. 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
  28. 28. 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
  29. 29. 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
  30. 30. 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
  31. 31. 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
  32. 32. 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
  33. 33. 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
  34. 34. 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
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