Top Four Mistakes Made with Search Marketing

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  • 1. Top 4 Mistakes Executives Make with Search MarketingToday, when people hear about a product or service,or are considering a problem they’re having,their first reaction is “I’ll Google it”.And so they go on a journey of discovery.Search Marketing is about showing up during their journey.Can they find you at the moment they’re searching?What is it costing you to miss that opportunity? Call-in: +1 (646) 558-2119 Access Code: 348-653-711Today’s Hosts: Paul Taylor, CEO Travis Low, VP @webmarketing123
  • 2. Some Practical Matters§ Are the slides available?Yes! Just email seo@webmarketing123.com§ Connect with us on Social Media @webmarketing123 facebook.com/webmarketing123§ Want to learn more?Request a Customized SEO Assessment Todayand Qualify for a $50 Amazon.com Gift Card!visit bit.ly/wm123seo @webmarketing123
  • 3. Today’s Webinar Agenda Mistake #1: Not Seeing the Opportunity in SEO1 What’s working for other marketers? Assess the size of the opportunity. Mistake #2: Selecting the Wrong Team to Run SEO2 Which delivers better ROI, in-house or outsourced? Mistake #3: Focusing Only on High Rankings3 # of keywords ranking on Page 1? Increased Traffic? Conversions? Sales? Mistake #4: Expecting an Overnight Miracle4 Can your website vault to the front of the line in 3 months? 6? What’s realistic? @webmarketing123
  • 4. Today’s Webinar Agenda Mistake #1: Not Seeing the Opportunity in SEO1 What’s working for other marketers? Assess the size of the opportunity. @webmarketing123
  • 5. @webmarketing123
  • 6. What is your #1 Objective for Digital Marketing? Source: 2011 State of Digital Marketing Report by
  • 7. SEO Makes the Biggest Impact on Lead Generation Source: 2011 State of Digital Marketing Report by
  • 8. Channels Delivering Below Average Cost Per Lead Source: Hubspot’s 2012 state of Inbound marketing
  • 9. There are 4 billion searches on Google every day. Sources: Hubspot & Marketshare.Hitslink.com
  • 10. 75% of users never look past the firstpage of search results
  • 11. 60% of clicks are on the top 3 or 4 results. Eye-tracking data
  • 12. Calculating the Cost of NotRanking Highly on GoogleCase study:Industrial Vibration ControlPartial keyword list from onebusiness unit of a larger company
  • 13. Establish your own percentage through Analytics @webmarketing123
  • 14. Plug in your key performance indicators @webmarketing123
  • 15. Plug in your key performance indicators @webmarketing123
  • 16. Plug in your key performance indicators @webmarketing123
  • 17. Today’s Webinar Agenda Mistake #1: Not seeing the opportunity in SEO1 What’s working for other marketers? Assess the size of the opportunity. Mistake #2: Selecting the Wrong Team to Run SEO2 Which delivers better ROI, in-house or outsourced? @webmarketing123
  • 18. ITMarketing Web Design @webmarketing123
  • 19. Considering in-house SEO? Some considerations:Who will be accountable for the results?Will SEO be yet another top priority project foryour employees?SEO companies have specialized tools forkeyword mapping, website analysis, as well astracking and optimization of SEO and PPC.SEO companies have experience in many industryverticals. @webmarketing123
  • 20. Today’s Webinar Agenda Mistake #1: Not Seeing the Opportunity in SEO1 What’s working for other marketers? Assess the size of the opportunity. Mistake #2: Selecting the Wrong Team to Run SEO2 Which delivers better ROI, in-house or outsourced? Mistake #3: Focusing Only on High Rankings3 # of keywords ranking on Page 1? Increased Traffic? Conversions? Sales? @webmarketing123
  • 21. Achieving High Keyword Rankings is important, BUT... @webmarketing123
  • 22. Evaluate whether your high ranking keywords areactually driving leads and sales.1 Keyword Rankings 2 Increased Traffic 3 Lead and Sales @webmarketing123
  • 23. @webmarketing123facebook.com/webmarketing123
  • 24. Today’s Webinar Agenda Mistake #1: Not Seeing the Opportunity in SEO1 Assess the size of the opportunity. Evaluate based on your own metrics. Mistake #2: Selecting the Wrong Team to Run SEO2 Which delivers better ROI, in-house or outsourced? Mistake #3: Focusing Only on High Rankings3 # of keywords ranking on Page 1? Increased Traffic? Conversions? Sales? Mistake #4: Expecting an Overnight Miracle4 Can your website vault to the front of the line in 3 months? 6? What’s realistic? @webmarketing123
  • 25. There are Peaks and Troughs @webmarketing123
  • 26. SEO is iterativeOn a monthly basis, on and off-page optimizations need to work intandem to drive continued success. Rely not on hunches but on KPIresults and analytics to guide decision making. On-Page Changes Measuring Improvement in Rankings, Site Link Building Engagement, and Lead Flow Monitoring Tracking Visitor Spider Analytics Data Crawls @webmarketing123
  • 27. Tying It All Together• Identify the Cost of Not Ranking on Google: Do you have the data you need to quantify the opportunity?• SEO changes the way you sell your products online.Is it realistic to manage SEO in-house?• SEO extends your ability to be metrics-based, from keyword toclosed deal. @webmarketing123
  • 28. Request a Customized SEO Assessment Todayand Qualify for a $50 Amazon.com Gift Card! Visit bit.ly/wm123seo @webmarketing123 facebook.com/webmarketing123
  • 29. What can you expect from speaking with one of our analysts? - “Cost of the Problem” Analysis: Discover the cost of not ranking in the top positions on search engines. How much revenue is being lost to competitors with the best rankings? - Take a hard look at your competitors: Find out where you rank against your top competitors and what tactics they’re employing - Comparison of different digital strategies: Paid Search, Organic Search, Display Advertisiing, Social Media Marketing. Visit bit.ly/wm123seo @webmarketing123 facebook.com/webmarketing123