Is the Thrill Gone?Know When to Break Up with Your SEO Company                              Today’s Host:                 ...
Founded in 2004   Custom KPI-based Scorecards120+ Clients      Proprietary Attribution Tool                               ...
Some Practical Matters                         @webmarketing123
Some Practical Matters Are the slides available?Yes! Just email seo@webmarketing123.com                                  ...
Some Practical Matters Are the slides available?Yes! Just email seo@webmarketing123.com Connect with us on Social Media ...
Some Practical Matters Are the slides available?Yes! Just email seo@webmarketing123.com Connect with us on Social Media ...
Webinar Agenda      How to Recognize Bad SEO  1   Three Basic Types: Rogue, Glad-handler, and Strategy-Free      Which is ...
Google’s Take on SEO             http://youtu.be/BS75vhGO-kk                                           @webmarketing123
Google’s Take on SEO           http://www.google.com/webmasters/                                               @webmarketi...
Type 1: The Rogue                    @webmarketing123
Type 1: The Rogue Operates shadow / cloaked domains                                      @webmarketing123
Type 1: The Rogue Operates shadow / cloaked domains Puts links to their other clients on doorway pages                  ...
Type 1: The Rogue Operates shadow / cloaked domains Puts links to their other clients on doorway pages Offers to sell k...
Type 1: The Rogue Operates shadow / cloaked domains Puts links to their other clients on doorway pages Offers to sell k...
Type 2: The Glad-handler                           Makes promises they                           don’t intend to keep.    ...
Type 2: The Glad-handler                                              Makes promises they                                 ...
Type 2: The Glad-handler                                              Makes promises they                                 ...
Type 3: Strategy-Free                        Always looking for the                        path of least resistance…      ...
Type 3: Strategy-Free                        @webmarketing123
Type 3: Strategy-Free                        @webmarketing123
Does Your SEO Agency Do This?•   Ask you for multiple meetings to establish what success looks like                       ...
Does Your SEO Agency Do This?•   Ask you for multiple meetings to establish what success looks like•   Discuss what your b...
Does Your SEO Agency Do This?•   Ask you for multiple meetings to establish what success looks like•   Discuss what your b...
Does Your SEO Agency Do This?•   Ask you for multiple meetings to establish what success looks like•   Discuss what your b...
Does Your SEO Agency Do This?•   Ask you for multiple meetings to establish what success looks like•   Discuss what your b...
Webinar Agenda      How to Recognize Bad SEO  1   Three Basic Types: Rogue, Glad-handler, and Strategy-Free      Which is ...
Which is Worse?Ranking Well on the Wrong Keywords, or Not Ranking Well at All?  Not Ranking at all:                       ...
Which is Worse?Ranking Well on the Wrong Keywords, or Not Ranking Well at All?Not Ranking at all:                         ...
Which is Worse?Ranking Well on the Wrong Keywords, or Not Ranking Well at All?                                            ...
Webinar Agenda      How to Recognize Bad SEO  1   Three Basic Types: Rogue, Glad-handler, and Strategy-Free      Which is ...
Responsiveness & Transparency                                @webmarketing123
Responsiveness & Transparency                                @webmarketing123
Responsiveness & Transparency                                @webmarketing123
Responsiveness & Transparency                                @webmarketing123
Responsiveness & Transparency                                @webmarketing123
Responsiveness & Transparency                                @webmarketing123
Webinar Agenda      How to Recognize Bad SEO  1   Three Basic Types: Rogue, Glad-handler, and Strategy-Free      Which is ...
Which Keywords are Converting. At What Value?
Establish Attribution from “First Touch” to “Last Touch”
Establish Attribution from “First Touch” to “Last Touch”                                     Most marketers would attribut...
Establish Attribution from “First Touch” to “Last Touch” In reality, there are several touch points before the “closer” th...
Establish Attribution from “First Touch” to “Last Touch”         Marketing currently gets no credit for these!
Tying It All Together                        @webmarketing123
Tying It All Together• Demand Transparency and Accountability from SEO                                                    ...
Tying It All Together• Demand Transparency and Accountability from SEO• Develop a familiarity with the terms and concepts ...
Tying It All Together• Demand Transparency and Accountability from SEO• Develop a familiarity with the terms and concepts ...
• Request a Customized SEO Assessment Today.You May Qualify for a $50 Amazon.com Gift Card!• Email seo@webmarketing123.com...
What can you expect from speaking with one of our analysts? - “Cost of the Problem” Analysis: Discover the cost of not ran...
Is the Thrill Gone? Know When to Break Up with Your SEO Company
Is the Thrill Gone? Know When to Break Up with Your SEO Company
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Is the Thrill Gone? Know When to Break Up with Your SEO Company

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Does SEO seem like a “black box”?
Does your SEO agency speak in a Klingon-like Jargon?
Are they optimizing for cost per lead, or just making promises about ranking on page 1?
Do you have a clear sense of what kind of link-building they are employing, and are they exposing you to unnecessary risk?
Being a savvy buyer of SEO services is a two-way street. You have to demand transparency and accountability for results, and you need to work with your SEO agency to develop metrics by which you can measure success.

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Is the Thrill Gone? Know When to Break Up with Your SEO Company

  1. 1. Is the Thrill Gone?Know When to Break Up with Your SEO Company Today’s Host: Ryan Li SEO Director @webmarketing123 facebook.com/webmarketing123
  2. 2. Founded in 2004 Custom KPI-based Scorecards120+ Clients Proprietary Attribution Tool @webmarketing123
  3. 3. Some Practical Matters @webmarketing123
  4. 4. Some Practical Matters Are the slides available?Yes! Just email seo@webmarketing123.com @webmarketing123
  5. 5. Some Practical Matters Are the slides available?Yes! Just email seo@webmarketing123.com Connect with us on Social Media @webmarketing123 facebook.com/webmarketing123 @webmarketing123
  6. 6. 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 Today.You May Qualify for a $50 Amazon.com Gift Card!visit bit.ly/wm123seo @webmarketing123
  7. 7. Webinar Agenda How to Recognize Bad SEO 1 Three Basic Types: Rogue, Glad-handler, and Strategy-Free Which is Worse? 2 Ranking Well on the Wrong Keywords, or Not Ranking Well at All? Responsiveness & Transparency 3 You Shouldn’t Have to Fight For It Scorecards Linked to your KPIs 4 Integrating SEO Into Your Overall Business Strategy @webmarketing123
  8. 8. Google’s Take on SEO http://youtu.be/BS75vhGO-kk @webmarketing123
  9. 9. Google’s Take on SEO http://www.google.com/webmasters/ @webmarketing123
  10. 10. Type 1: The Rogue @webmarketing123
  11. 11. Type 1: The Rogue Operates shadow / cloaked domains @webmarketing123
  12. 12. Type 1: The Rogue Operates shadow / cloaked domains Puts links to their other clients on doorway pages @webmarketing123
  13. 13. Type 1: The Rogue Operates shadow / cloaked domains Puts links to their other clients on doorway pages Offers to sell keywords in the address bar @webmarketing123
  14. 14. Type 1: The Rogue Operates shadow / cloaked domains Puts links to their other clients on doorway pages Offers to sell keywords in the address bar Has had domains removed from Googles index or is not itself listed in Google @webmarketing123
  15. 15. Type 2: The Glad-handler Makes promises they don’t intend to keep. @webmarketing123
  16. 16. Type 2: The Glad-handler Makes promises they don’t intend to keep. Does not distinguish between actual search results and ads that appear on search results pages @webmarketing123
  17. 17. Type 2: The Glad-handler Makes promises they don’t intend to keep. Does not distinguish between actual search results and ads that appear on search results pages Guarantees ranking, but only on obscure keyword phrases you might rank for anyway, or ones that do not convert. @webmarketing123
  18. 18. Type 3: Strategy-Free Always looking for the path of least resistance… @webmarketing123
  19. 19. Type 3: Strategy-Free @webmarketing123
  20. 20. Type 3: Strategy-Free @webmarketing123
  21. 21. Does Your SEO Agency Do This?• Ask you for multiple meetings to establish what success looks like @webmarketing123
  22. 22. Does Your SEO Agency Do This?• Ask you for multiple meetings to establish what success looks like• Discuss what your business goals are in the next 12 – 24 months @webmarketing123
  23. 23. Does Your SEO Agency Do This?• Ask you for multiple meetings to establish what success looks like• Discuss what your business goals are in the next 12 – 24 months• Proactively makes suggestions about optimizing calls to action on your website @webmarketing123
  24. 24. Does Your SEO Agency Do This?• Ask you for multiple meetings to establish what success looks like• Discuss what your business goals are in the next 12 – 24 months• Proactively makes suggestions about optimizing calls to action on your website• Regularly check Webmaster Tools for crawl errors, slow page loading, and other factors that could be impacting either how your site’s performance @webmarketing123
  25. 25. Does Your SEO Agency Do This?• Ask you for multiple meetings to establish what success looks like• Discuss what your business goals are in the next 12 – 24 months• Proactively makes suggestions about optimizing calls to action on your website• Regularly check Webmaster Tools for crawl errors, slow page loading, and other factors that could be impacting either how your site’s performance• Assess, in Google Analytics, how visitors are navigating through your company’s website, and which landing pages are converting to leads/sales @webmarketing123
  26. 26. Webinar Agenda How to Recognize Bad SEO 1 Three Basic Types: Rogue, Glad-handler, and Strategy-Free Which is Worse? 2 Ranking Well on the Wrong Keywords, or Not Ranking Well at All? Responsiveness & Transparency 3 You Shouldn’t Have to Fight For It Scorecards Linked to your KPIs 4 Integrating SEO Into Your Overall Business Strategy @webmarketing123
  27. 27. Which is Worse?Ranking Well on the Wrong Keywords, or Not Ranking Well at All? Not Ranking at all: @webmarketing123
  28. 28. Which is Worse?Ranking Well on the Wrong Keywords, or Not Ranking Well at All?Not Ranking at all: Analog Semiconductor Fairchild @webmarketing123
  29. 29. Which is Worse?Ranking Well on the Wrong Keywords, or Not Ranking Well at All? @webmarketing123
  30. 30. Webinar Agenda How to Recognize Bad SEO 1 Three Basic Types: Rogue, Glad-handler, and Strategy-Free Which is Worse? 2 Ranking Well on the Wrong Keywords, or Not Ranking Well at All? Responsiveness & Transparency 3 You Shouldn’t Have to Fight For It Scorecards Linked to your KPIs 4 Integrating SEO Into Your Overall Business Strategy @webmarketing123
  31. 31. Responsiveness & Transparency @webmarketing123
  32. 32. Responsiveness & Transparency @webmarketing123
  33. 33. Responsiveness & Transparency @webmarketing123
  34. 34. Responsiveness & Transparency @webmarketing123
  35. 35. Responsiveness & Transparency @webmarketing123
  36. 36. Responsiveness & Transparency @webmarketing123
  37. 37. Webinar Agenda How to Recognize Bad SEO 1 Three Basic Types: Rogue, Glad-handler, and Strategy-Free Which is Worse? 2 Ranking Well on the Wrong Keywords, or Not Ranking Well at All? Responsiveness & Transparency 3 You Shouldn’t Have to Fight For It Scorecards Linked to your KPIs 4 Integrating SEO Into Your Overall Business Strategy @webmarketing123
  38. 38. Which Keywords are Converting. At What Value?
  39. 39. Establish Attribution from “First Touch” to “Last Touch”
  40. 40. Establish Attribution from “First Touch” to “Last Touch” Most marketers would attribute sales to last touch, i.e. “closers”
  41. 41. Establish Attribution from “First Touch” to “Last Touch” In reality, there are several touch points before the “closer” that influenced the purchase decision
  42. 42. Establish Attribution from “First Touch” to “Last Touch” Marketing currently gets no credit for these!
  43. 43. Tying It All Together @webmarketing123
  44. 44. Tying It All Together• Demand Transparency and Accountability from SEO @webmarketing123
  45. 45. Tying It All Together• Demand Transparency and Accountability from SEO• Develop a familiarity with the terms and concepts so you canbe an informed partner @webmarketing123
  46. 46. Tying It All Together• Demand Transparency and Accountability from SEO• Develop a familiarity with the terms and concepts so you canbe an informed partner• Adopt a metrics-based approach that measures outcomes. @webmarketing123
  47. 47. • Request a Customized SEO Assessment Today.You May Qualify for a $50 Amazon.com Gift Card!• Email seo@webmarketing123.com• Or visit bit.ly/wm123seo
  48. 48. 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. Or visit bit.ly/wm123seo Next week: What Google Analytics Wont Show You: The Reasons Why Visitors Dont Become Customers facebook.com/webmarketing123 @webmarketing123
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