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How to Prove the Value of SEO By Erin Everhart

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From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: Essential Analytics Reports That SEOs Can't Live Without. PRESENTATION: How to Prove the Value of Your SEO - Given by Erin Everhart, @erinever - The Home Depot, Lead Manager, Digital Marketing - SEO. #SMX #31C

Published in: Marketing

How to Prove the Value of SEO By Erin Everhart

  1. 1. #SMX #31C @erinever The struggle is very real, you guys How To Prove The Value Of SEO
  2. 2. #SMX #31C @erinever If you could get me that No. 1 ranking tomorrow, That’d be great. Thanks.
  3. 3. #SMX #31C @erinever Can you just call Google?
  4. 4. #SMX #31C @erinever It’s not their fault
  5. 5. #SMX #31C @erinever They may recognize SEO as important via  Pew  Research  Center  
  6. 6. #SMX #31C @erinever But their budgets don’t back them up via  Forrester   Paid   8%   Organic   92%   %  of  Search  Engine  Clicks   Paid   89%   Organic   11%   %  of  Search  Engine  Spend  
  7. 7. #SMX #31C @erinever Google doesn’t exactly make it easy
  8. 8. #SMX #31C @erinever Headline
  9. 9. #SMX #31C @erinever Don’t care how. I want it now.
  10. 10. #SMX #31C @erinever There’s an incubation period with SEO
  11. 11. #SMX #31C @erinever
  12. 12. #SMX #31C @erinever You have a very small window
  13. 13. #SMX #31C @erinever Take things one bite at a time
  14. 14. #SMX #31C @erinever Show a competitor beating youShow a competitor beating you
  15. 15. #SMX #31C @erinever
  16. 16. #SMX #31C @erinever Remember when this was all we needed?
  17. 17. #SMX #31C @erinever FOLD   No.  1   ????  
  18. 18. #SMX #31C @erinever And misattribution? Or “ad” blockers? via  Search  Engine  Land  &   Groupon  
  19. 19. #SMX #31C @erinever Now, we’re drowning in dataWe are drowning in data now
  20. 20. #SMX #31C @erinever
  21. 21. #SMX #31C @erinever And leaves people dumbfounded
  22. 22. #SMX #31C @erinever You need to be in the weeds. They don’t.
  23. 23. #SMX #31C @erinever But geez don’t they love the keyword planner?
  24. 24. #SMX #31C @erinever This isn’t helping anyone. via  Avinash  Kaushki  
  25. 25. #SMX #31C @erinever News Flash: This isn’t any better folks via  Avinash  Kaushki  
  26. 26. #SMX #31C @erinever Give them information, not data
  27. 27. #SMX #31C @erinever Give them actions, not a laundry list of tactics
  28. 28. #SMX #31C @erinever Show impact on overall business, not just SEO “Not  my  job”  
  29. 29. #SMX #31C @erinever Stop reporting only on window shoppers
  30. 30. #SMX #31C @erinever Relate visits back to revenue
  31. 31. #SMX #31C @erinever Remember: Online metrics don’t live in a bubble via  Google  Inside  AdWords  
  32. 32. #SMX #31C @erinever Ultimately, just show what’s in it for them
  33. 33. #SMX #31C @erinever SEE YOU AT THE NEXT #SMX THANK YOU!
  34. 34. #SMX #31C @erinever 20th  Century  Fox   memeburn.com   Castle  Rock  Entertainment   www.aliexpress.com   Wouldpoultry.net   Mikkiblogs.com   Amazon   http://bigwaterconsulting.net/data-­‐please-­‐use-­‐responsibly-­‐misleading-­‐and-­‐meaningless-­‐data-­‐part-­‐3/   NBC   Getty  Images   Paramount  Pictures   NBC   maxscoville.tumblr.com   Image credits

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