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

1. SEO Pricing Models

2. A Look at Various SEO Services Mmm.... So many to choose from

3. Standard SEO for Keyword Rankings $$$ to SEO

4. Site Audit Reports The SEO's Primary Auditing Tool

5. Consulting

6. Keyword Research

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. Link Building

9. Strategic Planning Design/Reports

10. Viral Content Creation/Promotion

11. Social Media Marketing

12. Reputation Management/Control

13. Brand Tracking & Reporting

14. Webdev / Web Design

15. Training & Workshops

16. Pricing Models

17. Hourly Consulting $40- $50 | $100 – $200 | $300 - $1000

18. Retainers

19. By-the-Project Pricing

20. Pay-for-Performance

21. Profit Sharing

22. Hybrid Models

23. Pricing A Contract Hourly Rate = The Basics Employee Hours + Outsourced Labour + Overhead + Profit

24. Labor Costs Hourly Rate = Employee Costs = Employee salary + benefits + taxes divided by # of working hours Outsourced Labor = Invoice

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.)

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. 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. 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. 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. 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. Hourly Rate = Contract Pricing Generalities (USD)

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. 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. 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. 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. 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. 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. Establishing Your Value What is the value to the customer?

43. Establishing Your Value How long will it take to realize that value (ROI)?

44. Establishing Your Value How does it compare to other marketing channels?

45. Establishing Your Value What’s the value of achieving ROI sooner?

47. Create Your Own Top Ten List

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

50. Final Thoughts If you share, you will get more….

51. Questions & Comments [email_address] @SEOmom on twitter & around the web @SEOmoz whitehat10 = 25% off SEOmoz PRO