This document summarizes a webinar presented by Mike Turner from webmarketing123 on SEO best practices. The webinar covered results from a digital marketing survey, the state of search marketing, shifts in purchasing processes, the importance of measurement and attribution for SEO, and included live site analyses. The presentation provided insights on keyword selection and mapping, content development, links building, and using analytics to measure SEO performance and attribute results to ROI.

1. @webmarketing123 #wm123
Facetime with an
SEO Expert
Mike Turner
Senior SEO Strategist
Director, Business Development
facebook.com/webmarketing123webmarketing123

2. @webmarketing123 #wm123
ü Are the slides available?
ü We’re live tweeting
webinar highlights.
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following us.
ü Ready to take the next step with us?
Practical Matters
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seo@webmarketing123.com
Request a Complimentary SEO Assessment Today.
@webmarketing123
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3. @webmarketing123 #wm123

4. @webmarketing123 #wm123
Webinar Agenda
1. 2012 State of Digital Marketing Survey
2. State of Search Marketing
3. A Shift in the Purchasing Process
4. Importance of Measurement and Attribution
5. Live Site Analyses

5. @webmarketing123 #wm123
Webinar Agenda
1. 2012 State of Digital Marketing Survey
2. State of Search Marketing
3. A Shift in the Purchasing Process
4. Importance of Measurement and Attribution
5. Live Site Analyses

6. @webmarketing123 #wm123
2012 Digital Marketing Survey
In July, we surveyed over 500 U.S. marketing professionals
2nd annual State of Digital
Marketing Report

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Lead Generation is
the #1 Objective of
B2B marketers
Top objectives and biggest impact
SEO Makes the
Biggest Impact on
Lead Generation
2012 Digital Marketing Survey

8. @webmarketing123 #wm123
Your target audience is searching
for you.
Your target audience is searching for you.

9. @webmarketing123 #wm123
Webinar Agenda
1. 2012 State of Digital Marketing Survey
2. State of Search Marketing
3. A Shift in the Purchasing Process
4. Importance of Measurement and Attribution
5. Live Site Analyses

10. @webmarketing123 #wm123
4 Billion
Searches on
Google Every
Day
~90% of Clicks*
Happen on
the 1st Page of
Search Results
60% of Clicks
are on Top 3
Results
*Brandsofttech, Cornell
*Cornell
*SEOmoz
State of Search

11. @webmarketing123 #wm123
State of Search
*Google and Compete B2B Customer Study

12. @webmarketing123 #wm123
Webinar Agenda
1. 2012 State of Digital Marketing Survey
2. State of Search Marketing
3. A Shift in the Purchasing Process
4. Importance of Measurement and Attribution
5. Live Site Analyses

13. @webmarketing123 #wm123
On average, B2B decision maker
will wait two weeks after their
initial visit before converting.
(Google, Compete B2B Customer Study)
B2B Buyers are moving 60-70%
of the way through the sales funnel before
they engage directly with sales reps (Forrester)
Shift in Purchasing Process

14. @webmarketing123 #wm123
Introducers
Influencers
Closers
² Keyword searches
(Broad/generic)
² Display
advertising
² Email marketing
² Social media
² Brand names
² Search advertising
² Remarketing
² Search marketing
² Model numbers
² Branded terms
Decisions are being made higher in the funnel
Shift in Purchasing Process

15. @webmarketing123 #wm123
Search is your virtual marketplace

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Lead-to-Customer Close % by Channel
Inbound Marketing Channels
Close More Deals

17. @webmarketing123 #wm123
Webinar Agenda
1. 2012 State of Digital Marketing Survey
2. State of Search Marketing
3. A Shift in the Purchasing Process
4. Importance of Measurement and Attribution
5. Live Site Analyses

18. @webmarketing123 #wm123
How successfully are you using
digital marketing to advance
your business?

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STRATEGIC SEO by
Strategy Implementation Tracking & Adjustment
1
2
3
Business Research,
Competitive Audit
and
Opportunity Analysis
Reporting with
KPI Scorecard,
Attribution
and Optimization
Keywords
Selection and
Mapping
Content
Blog, Press Releases,
White Papers,
“How-To”, News
Inbound
Links
Social
Signals
Meta
Content
Page Titles, URL’s
Site
Architecture

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Importance of Keyword Selection

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Use Google tools to Measure Demand
Adwords Keyword Tool
Keyword list with search volume

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Keyword Mapping

23. @webmarketing123 #wm123
Webinar Agenda
1. 2012 State of Digital Marketing Survey
2. State of Search Marketing
3. A Shift in the Purchasing Process
4. Live Site Analyses
5. Importance of SEO Measurement and Attribution

24. @webmarketing123 #wm123
More than half of CMOs
feel insufficiently prepared
to provide hard numbers
regarding marketing
program ROI.
Source: Deloitte CMO Summit, 2012
Search Marketing ROI

25. @webmarketing123 #wm123
7 in 10 marketers can’t attribute ROI from SEO
– the #1 channel for lead generation.
Source:Webmarketing123 State of Digital Marketing Survey, 2012
Hundreds of SEO keywords get potential
customers to your website, but only a handful
of those keywords lead to closed deals.
Search Marketing ROI

26. @webmarketing123 #wm123
From search to CRM, justify your SEO investment
GOOGLE ANALYTICS- - - - - - - - - - - - - - - - - - - - - - - - - |
KEYTOUCH ATTRIBUTION - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- |
Search Marketing ROI

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Example reportSearch Marketing ROI
Easily identify which keywords contribute to
revenue and which are most likely to close deals

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LIVE SITE ANALYSES

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Thank you!
Download the 2012 State of Digital Marketing Report
Available on our homepage.
Get a Consultation.
Email: seo@webmarketing123
Talk to a digital marketing expert about your:
ü SEO/PPC/Social Media Marketing
ü Measurement/Analytics Approach
ü Lead Gen Effectiveness
Connect with me
Email: mike.t@webmarketing123.com