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Stop Selling SEO

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This is a presentation I did at the SFIMA Pubcon regional in Fort Lauderdale.

Published in: Business, Technology

Stop Selling SEO

  1. 1. Google Trends
  2. 2. SEO Salary Guide
  3. 3. State of Search Marketing Report 2012
  4. 4. a) Backlink Audit Proactively w/ Opensite Explorer,Majestic SEO, Link Detective, Unpengu.in, Link Detoxand / or Remove’emb) Run a Content Audit with Content Analysis Tool andScreaming Frog to better understand content scopeand other potential technical SEO issues.c) Use Google Adwords Keyword Tool, SEM Rush,SEOMoz & Social Crawlytics to gauge competition.
  5. 5. a) Use Bidsketch, Propsable, QuoteRoller, NiftyQuoteror eIntelli to create sexy proposals quickly.b) Bullet point all the clients goals, project timeline,deliverables and itemized cost where applicable.c) Play to the stakeholder / decision makers interest.d) Educate your prospects more than your competitorsare willing to.
  6. 6. 1) Authorization2) Client Needs3) Process4) Deliverables5) Timeline6) Fee Summary7) Terms & Conditions8) Final Steps
  7. 7. a) Have the client meet you at your office. If you don’thave one, rent one.b) Dress to impress, but make sure you are in lockstep with the culture of your prospect.c) Turn your proposal into a graphical presentation.d) Practice makes perfect.
  8. 8. • Research Competitors Pricing• Never Bid Too Low• Know Your Market• Retainers > Fixed Bid
  9. 9. a) Get errors and omissions insurance, yesterday.b) Retain a good local business attorney.c) Stay away from any client who demandsunreasonable performance guarantees.d) Stop selling rankings, start selling conversions.
  10. 10. 1. SEO Pricing: 600+ Agencies Share Costs of Services & Pricing Models by Rand Fishkin – Link2. SEO Proposal Sample by Ian Lurie by Ian Lurie – Link3. What Makes a Great SEO Proposal? by Neil Patel – Link4. BrightLocal Local SEO Industry Survey 2013 – Link5. SEO Industry Survey 2012 by SEOMoz – Link6. Four SEO Payment Models You Need to Seriously Question by Ben Potter – Link7. SEO Pricing Models: How Much Should You Charge? by By Mark Jackson – Link8. Top 1 SEO Tips for 2013 by Dr. Peter J. Meyers – Link9. Selling SEO to the C-Suite by Rebecca Murtagh – Link10. Stop Selling SEO Short by Steven Shattuck – Link11. Scaling SEO by Eliminating Pain Points by Ross Hudgens – Link12. For Large-Scale SEO, Why Compromise Can Often Mean Failure by Glenn Gabe – Link13. Positioning Your Business for the Future of SEO by Ron Garrett – Link14. High-Value Tactics, Future-Proof Link Building by Cyrus Shepard – Link15. B2C Content Marketing: 2013 Benchmarks, Budgets, and Trends–North America – Link16. 2013 State of Content Marketing Study by Copypressed – Link17. 2013 Internet Marketing Trends (and How Theyll Affect Your Organization) by Kane Jamison – Link18. Annie Cushings Must-Have Tools – Link19. Best SEO Tools by Steve Floyd – Link20. 6 Free Google Docs Every SEO Needs To Have by Benjamin Beck – Link21. Why We Cant Just Be SEOs Anymore by Rand Fishkin - Link
  11. 11. SEO Salary Guide by Onward Search – LinkThe SEMPO Annual State of Search Survey 2012 – LinkPlotting The Content Marketing Ensemble by Altimeter Group - Link*All Photos Are Property of The Respective Copyright Holder
  12. 12. Steve FloydFounder / Principle at AXZMtwitter: @nawlreadyphone: (214) 272-9109www.axzm.comFor the last decade I have beencreating digital marketing solutionsfor businesses large and small. Inthat time I’ve learned a few thingsabout the governance and creationof web content and how thatcontent ties into other marketingchannels. Content is often sweptaside as the last part of a project,when I believe it should be one ofthe very first things addressed,even before design.

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