SEO Para o CEO: Construindo Um Negócio de Search Marketing

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SEO Para o CEO: Construindo Um Negócio de Search Marketing por Gillian Muessig do SEOMoz.

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SEO Para o CEO: Construindo Um Negócio de Search Marketing

  1. 1. SEO Pricing Models
  2. 2. A Look at Various SEO Services Mmm.... So many to choose from
  3. 3. Standard SEO for Keyword Rankings $$$ to SEO
  4. 4. Site Audit Reports The SEO's Primary Auditing Tool
  5. 5. Consulting
  6. 6. Keyword Research
  7. 7. Content Creation & Copywriting Blogging: Invented circa 300AD. Originally called “monks.” Like their modern descendants, monks had awful haircuts, dismal fashion and no success with the opposite gender.
  8. 8. Link Building
  9. 9. Strategic Planning Design/Reports
  10. 10. Viral Content Creation/Promotion
  11. 11. Social Media Marketing
  12. 12. Reputation Management/Control
  13. 13. Brand Tracking & Reporting
  14. 14. Webdev / Web Design
  15. 15. Training & Workshops
  16. 16. Pricing Models
  17. 17. Hourly Consulting $40- $50 | $100 – $200 | $300 - $1000
  18. 18. Retainers
  19. 19. By-the-Project Pricing
  20. 20. Pay-for-Performance
  21. 21. Profit Sharing
  22. 22. Hybrid Models
  23. 23. Pricing A Contract Hourly Rate = The Basics Employee Hours + Outsourced Labour + Overhead + Profit
  24. 24. Labor Costs Hourly Rate = Employee Costs = Employee salary + benefits + taxes divided by # of working hours Outsourced Labor = Invoice
  25. 25. Overhead Hourly Rate = Overhead = Monthly operating bills / working hours Rent + Labor + Transportation + Loans/Leases + Legal/Acctg/Other Professional Services + Office Supplies + Maintenance + Taxes + Standard Utilities (heat, water, electricity, phones) + SEO-specific utilities (ISP, hosting, analytics, SEOmoz Premium Membership, etc.)
  26. 26. Job Specific Overhead Hourly Rate = <ul><li>Transportation </li></ul><ul><li>Legal / Insurance Costs </li></ul><ul><li>Cost increases on any standard utility expenses </li></ul><ul><li>Pro-Rated Employee Overtime </li></ul><ul><li>Reporting Requirements </li></ul><ul><li>Hand-Holding </li></ul>
  27. 27. Other Values & Detriments Hourly Rate = <ul><li>Other Values </li></ul><ul><li>Prestigious Addition to Your Client List </li></ul><ul><li>Particularly Interesting or Emerging Field </li></ul><ul><li>Fun to Work With </li></ul>
  28. 28. Other Values & Detriments Hourly Rate = <ul><li>Are there any liabilities inherent in working with this client? </li></ul><ul><li>Payment habits | Propensity to sue </li></ul><ul><li>Bad PR if you are known to work in this field or with this client </li></ul>
  29. 29. Determining Profit Hourly Rate = <ul><li>What is your minimum acceptable profit margin? </li></ul><ul><li>What will the market bear? </li></ul><ul><li>What is the value to the client? ROI? </li></ul><ul><li>What is the delivery schedule? </li></ul><ul><li>How much hand-holding is required? </li></ul><ul><li>What other remuneration will you get by taking this job? </li></ul>
  30. 30. Pricing By the Project Hourly Rate = Best Suited for: Site Audit Reports, Web Dev/Design Training Workshops, Viral Content Creation & Promotion Pay specific attention to project related costs Don’t forget to add pro-rated overhead costs
  31. 31. Retainer Pricing Hourly Rate = Best Suited for: Reputation Control, Brand Management, Link Building PPC, Consulting, Social Media Marketing Ongoing Content Development Multi-hour packages: determine your carry-over policy Reporting requirements & frequency Include a review & renew policy
  32. 32. Pricing By the Hour Hourly Rate = Best Suited for: SEO Services for Keyword Ranking, Consulting, Training, Link Building, Content Creation, Social Media Marketing Easier on the SEO: One price per hour Often More Comfortable for Clients: Tiered pricing per hour
  33. 33. Profit Sharing Hourly Rate = Best Suited for: E-Commerce Projects Negotiation Options: Gross Sales Adjusted Gross Sales Net Profit Length of contract is critical to success
  34. 34. Pay For Performance Hourly Rate = Best Suited for: Reputation Management, Viral Media/Linkbait Determine Base Success Level Add On Bonus Benchmarks for: Additional Quantitative Achievements Aggressive Schedules Longevity of Results
  35. 35. Hourly Rate = Contract Pricing Generalities (USD)
  36. 36. Hourly Rate = Sample Project Based Contracts from SEOmoz (Our Competition Particularly Liked This Part…) Note: SEOmoz No Longer Performs Consulting Services See: Distilled.co.uk, now inside SEOmoz offices
  37. 37. Travel Industry Website Needs: Keyword Targeting Strategy, Link Building Strategy, Measurement/ROI Calculation Systems Method: Consulting – phone, email & in-person meetings Cost: $24,000 - $8,000 in month 1, $4,000 per month for 4 months
  38. 38. Large, Media Web Property Needs: SEO Training, Search Strategy Consulting (with pre-existing in-house SEO) Method: On-site meeting/training, ongoing consultation by phone & email Cost: $25,000 - $10,000 down, $10,000 upon training, $5,000 following month
  39. 39. Classifieds Website Needs: SEO Audit of 2 websites, recommendations for link building and on-page strategies Method: Remote consultation and report construction Cost: $16,000 - $8,000 down for 1 st site, $8,000 down for 2 nd site review
  40. 40. Personal Reputation Management Needs: Two Listings Pushed to Page 3+ of Results Method: Remote link building & optimization Cost: $20,000 - $5,000 to start, $10,000 for page 2, $5,000 for page 3
  41. 41. Technology Website Needs: Linkbait development & promotion, SEO consulting Method: Remote creation of linkbait, phone & email consultations Cost: $30,000 - $6,000 to start, $6,000 per month for 5 additional months
  42. 42. Establishing Your Value What is the value to the customer?
  43. 43. Establishing Your Value How long will it take to realize that value (ROI)?
  44. 44. Establishing Your Value How does it compare to other marketing channels?
  45. 45. Establishing Your Value What’s the value of achieving ROI sooner?
  46. 46. Do the Numbers Pencil Out? <ul><li>Determine your hard costs </li></ul><ul><li>Add labor </li></ul><ul><li>Add overhead </li></ul><ul><li>Determine total value to your client </li></ul><ul><li>Determine daily value to your client </li></ul>
  47. 47. Create Your Own Top Ten List
  48. 48. SEO Products vs. Services Consider the relative scalability and costs of deployment of different SEO models Services = Selling Time for Money / 1-off projects Products = Residual Income / requires support/service Services Scale with People Products Scale with Marketing + Development
  49. 49. Final Thoughts <ul><li>You will only be paid what you believe you are worth </li></ul><ul><li>You cannot hope for something more than a person hopes for themselves </li></ul><ul><li>The SEO industry has enough space for us all – collaborate </li></ul>
  50. 50. Final Thoughts If you share, you will get more….
  51. 51. Questions & Comments [email_address] @SEOmom on twitter & around the web @SEOmoz whitehat10 = 25% off SEOmoz PRO

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