SlideShare a Scribd company logo

Stop Selling SEO

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

1 of 33
Download to read offline
Stop Selling SEO
Stop Selling SEO
Stop Selling SEO
Stop Selling SEO
Stop Selling SEO
Stop Selling SEO
Google Trends
SEO Salary Guide
State of Search Marketing Report 2012
Stop Selling SEO
Stop Selling SEO
Stop Selling SEO
Stop Selling SEO
Stop Selling SEO
Stop Selling SEO
Stop Selling SEO
Stop Selling SEO
Stop Selling SEO
Stop Selling SEO
Stop Selling SEO
Stop Selling SEO
a) Backlink Audit Proactively w/ Opensite Explorer,
Majestic SEO, Link Detective, Unpengu.in, Link Detox
and / or Remove’em
b) Run a Content Audit with Content Analysis Tool and
Screaming Frog to better understand content scope
and other potential technical SEO issues.
c) Use Google Adwords Keyword Tool, SEM Rush,
SEOMoz & Social Crawlytics to gauge competition.
Stop Selling SEO
a) Use Bidsketch, Propsable, QuoteRoller, NiftyQuoter
or 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 competitors
are willing to.
1) Authorization
2) Client Needs
3) Process
4) Deliverables
5) Timeline
6) Fee Summary
7) Terms & Conditions
8) Final Steps
Stop Selling SEO
a) Have the client meet you at your office. If you don’t
have one, rent one.
b) Dress to impress, but make sure you are in lock
step with the culture of your prospect.
c) Turn your proposal into a graphical presentation.
d) Practice makes perfect.
• Research Competitors Pricing
• Never Bid Too Low
• Know Your Market
• Retainers > Fixed Bid
Stop Selling SEO
a) Get errors and omissions insurance, yesterday.
b) Retain a good local business attorney.
c) Stay away from any client who demands
unreasonable performance guarantees.
d) Stop selling rankings, start selling conversions.
1. SEO Pricing: 600+ Agencies Share Costs of Services & Pricing Models by Rand Fishkin – Link
2. SEO Proposal Sample by Ian Lurie by Ian Lurie – Link
3. What Makes a Great SEO Proposal? by Neil Patel – Link
4. BrightLocal Local SEO Industry Survey 2013 – Link
5. SEO Industry Survey 2012 by SEOMoz – Link
6. Four SEO Payment Models You Need to Seriously Question by Ben Potter – Link
7. SEO Pricing Models: How Much Should You Charge? by By Mark Jackson – Link
8. Top 1 SEO Tips for 2013 by Dr. Peter J. Meyers – Link
9. Selling SEO to the C-Suite by Rebecca Murtagh – Link
10. Stop Selling SEO Short by Steven Shattuck – Link
11. Scaling SEO by Eliminating Pain Points by Ross Hudgens – Link
12. For Large-Scale SEO, Why Compromise Can Often Mean Failure by Glenn Gabe – Link
13. Positioning Your Business for the Future of SEO by Ron Garrett – Link
14. High-Value Tactics, Future-Proof Link Building by Cyrus Shepard – Link
15. B2C Content Marketing: 2013 Benchmarks, Budgets, and Trends–North America – Link
16. 2013 State of Content Marketing Study by Copypressed – Link
17. 2013 Internet Marketing Trends (and How They'll Affect Your Organization) by Kane Jamison – Link
18. Annie Cushing's Must-Have Tools – Link
19. Best SEO Tools by Steve Floyd – Link
20. 6 Free Google Docs Every SEO Needs To Have by Benjamin Beck – Link
21. Why We Can't Just Be SEOs Anymore by Rand Fishkin - Link
SEO Salary Guide by Onward Search – Link
The SEMPO Annual State of Search Survey 2012 – Link
Plotting The Content Marketing Ensemble by Altimeter Group - Link
*All Photos Are Property of The Respective Copyright Holder
Steve Floyd
Founder / Principle at AXZM
twitter: @nawlready
phone: (214) 272-9109
www.axzm.com
For the last decade I have been
creating digital marketing solutions
for businesses large and small. In
that time I’ve learned a few things
about the governance and creation
of web content and how that
content ties into other marketing
channels. Content is often swept
aside as the last part of a project,
when I believe it should be one of
the very first things addressed,
even before design.

Recommended

Marie Haynes — How to Leverage E-A-T with Your Content Strategy
Marie Haynes — How to Leverage E-A-T with Your Content StrategyMarie Haynes — How to Leverage E-A-T with Your Content Strategy
Marie Haynes — How to Leverage E-A-T with Your Content StrategySemrush
 
The Beginner's Guide to Blog Optimization & Content Promotion
The Beginner's Guide to Blog Optimization & Content PromotionThe Beginner's Guide to Blog Optimization & Content Promotion
The Beginner's Guide to Blog Optimization & Content PromotionRyan Stewart
 
How To Optimize SEO Landing Pages for Search Intent @ BrightonSEO Autumn 2021
How To Optimize SEO Landing Pages for Search Intent @ BrightonSEO Autumn 2021How To Optimize SEO Landing Pages for Search Intent @ BrightonSEO Autumn 2021
How To Optimize SEO Landing Pages for Search Intent @ BrightonSEO Autumn 2021Clarissa Filius | Booming
 
BrightonSEO 2018- SEO in a Corporate Environment (Liraz Postan)
BrightonSEO 2018- SEO in a Corporate Environment (Liraz Postan)BrightonSEO 2018- SEO in a Corporate Environment (Liraz Postan)
BrightonSEO 2018- SEO in a Corporate Environment (Liraz Postan)Liraz Postan
 
Backlinking Best Practices
Backlinking Best PracticesBacklinking Best Practices
Backlinking Best PracticesgShift
 
Tips for big site SEO - Andrew Smith - SearchNorwich 9
Tips for big site SEO - Andrew Smith - SearchNorwich 9Tips for big site SEO - Andrew Smith - SearchNorwich 9
Tips for big site SEO - Andrew Smith - SearchNorwich 9SearchNorwich
 
Alliances in the Enterprise: How Brands + Agencies Can Thrive & Drive SEO
Alliances in the Enterprise: How Brands + Agencies Can Thrive & Drive SEOAlliances in the Enterprise: How Brands + Agencies Can Thrive & Drive SEO
Alliances in the Enterprise: How Brands + Agencies Can Thrive & Drive SEOAdam Audette
 

More Related Content

What's hot

#BrightonSEO What Makes a Good SEO Strategy
#BrightonSEO What Makes a Good SEO Strategy#BrightonSEO What Makes a Good SEO Strategy
#BrightonSEO What Makes a Good SEO StrategyChris Simmance
 
How to Rank 10 Million Products on Page One -- bol.com
How to Rank 10 Million Products on Page One -- bol.comHow to Rank 10 Million Products on Page One -- bol.com
How to Rank 10 Million Products on Page One -- bol.comConductor
 
Lana Burgess — Brighton SEO 2019 — Killer competitor content research and st...
Lana Burgess — Brighton SEO 2019 —  Killer competitor content research and st...Lana Burgess — Brighton SEO 2019 —  Killer competitor content research and st...
Lana Burgess — Brighton SEO 2019 — Killer competitor content research and st...Lana Burgess
 
SEO + Content Marketing Best Practices
SEO + Content Marketing Best PracticesSEO + Content Marketing Best Practices
SEO + Content Marketing Best PracticesRyan Stewart
 
WEBRIS: Website Questionnaire
WEBRIS: Website Questionnaire WEBRIS: Website Questionnaire
WEBRIS: Website Questionnaire Ryan Stewart
 
WEBRIS: White Hat Link Building Proposal Template
WEBRIS: White Hat Link Building Proposal TemplateWEBRIS: White Hat Link Building Proposal Template
WEBRIS: White Hat Link Building Proposal TemplateRyan Stewart
 
Brighton SEO Takeaways - April 2018
Brighton SEO Takeaways - April 2018Brighton SEO Takeaways - April 2018
Brighton SEO Takeaways - April 2018Semrush
 
Building a Search Intent-Driven Website Architecture (SEO Mastery Summit 2022...
Building a Search Intent-Driven Website Architecture (SEO Mastery Summit 2022...Building a Search Intent-Driven Website Architecture (SEO Mastery Summit 2022...
Building a Search Intent-Driven Website Architecture (SEO Mastery Summit 2022...LazarinaStoyanova
 
How your real estate business can improve and rank well with seo
How your real estate business can improve and rank well with seoHow your real estate business can improve and rank well with seo
How your real estate business can improve and rank well with seoBrian Aldous Datu
 
Link Building Fundamentals SMX West 2016
Link Building Fundamentals SMX West 2016Link Building Fundamentals SMX West 2016
Link Building Fundamentals SMX West 2016Matt Siltala
 
How to integrate social behavioural data into your seo keyword strategy ror...
How to integrate social behavioural data into your seo keyword strategy   ror...How to integrate social behavioural data into your seo keyword strategy   ror...
How to integrate social behavioural data into your seo keyword strategy ror...Rory Hope
 
BrightonSEO 2014 - Localizing SEO Performance
BrightonSEO 2014 - Localizing SEO PerformanceBrightonSEO 2014 - Localizing SEO Performance
BrightonSEO 2014 - Localizing SEO PerformanceRob Bucci
 
Brighton Seo PPC automation
Brighton Seo PPC automationBrighton Seo PPC automation
Brighton Seo PPC automationAnu Adegbola
 
Cannibal Content - Stop Your Website From Eating Itself | Brighton SEO 2015
Cannibal Content - Stop Your Website From Eating Itself | Brighton SEO 2015Cannibal Content - Stop Your Website From Eating Itself | Brighton SEO 2015
Cannibal Content - Stop Your Website From Eating Itself | Brighton SEO 2015Chris Green
 
How to Achieve Workplace Autonomy in 120 Days or Less
How to Achieve Workplace Autonomy in 120 Days or LessHow to Achieve Workplace Autonomy in 120 Days or Less
How to Achieve Workplace Autonomy in 120 Days or LessRyan Stewart
 
Intent-Based International Keyword Research - International Search Summit, Ba...
Intent-Based International Keyword Research - International Search Summit, Ba...Intent-Based International Keyword Research - International Search Summit, Ba...
Intent-Based International Keyword Research - International Search Summit, Ba...LazarinaStoyanova
 
Link Building Strategies TFM&A 2011 Patrick Altoft
Link Building Strategies TFM&A 2011 Patrick AltoftLink Building Strategies TFM&A 2011 Patrick Altoft
Link Building Strategies TFM&A 2011 Patrick AltoftPatrick Altoft
 

What's hot (20)

#BrightonSEO What Makes a Good SEO Strategy
#BrightonSEO What Makes a Good SEO Strategy#BrightonSEO What Makes a Good SEO Strategy
#BrightonSEO What Makes a Good SEO Strategy
 
How to Rank 10 Million Products on Page One -- bol.com
How to Rank 10 Million Products on Page One -- bol.comHow to Rank 10 Million Products on Page One -- bol.com
How to Rank 10 Million Products on Page One -- bol.com
 
Lana Burgess — Brighton SEO 2019 — Killer competitor content research and st...
Lana Burgess — Brighton SEO 2019 —  Killer competitor content research and st...Lana Burgess — Brighton SEO 2019 —  Killer competitor content research and st...
Lana Burgess — Brighton SEO 2019 — Killer competitor content research and st...
 
SEO + Content Marketing Best Practices
SEO + Content Marketing Best PracticesSEO + Content Marketing Best Practices
SEO + Content Marketing Best Practices
 
WEBRIS: Website Questionnaire
WEBRIS: Website Questionnaire WEBRIS: Website Questionnaire
WEBRIS: Website Questionnaire
 
WEBRIS: White Hat Link Building Proposal Template
WEBRIS: White Hat Link Building Proposal TemplateWEBRIS: White Hat Link Building Proposal Template
WEBRIS: White Hat Link Building Proposal Template
 
Brighton SEO Takeaways - April 2018
Brighton SEO Takeaways - April 2018Brighton SEO Takeaways - April 2018
Brighton SEO Takeaways - April 2018
 
Building a Search Intent-Driven Website Architecture (SEO Mastery Summit 2022...
Building a Search Intent-Driven Website Architecture (SEO Mastery Summit 2022...Building a Search Intent-Driven Website Architecture (SEO Mastery Summit 2022...
Building a Search Intent-Driven Website Architecture (SEO Mastery Summit 2022...
 
How your real estate business can improve and rank well with seo
How your real estate business can improve and rank well with seoHow your real estate business can improve and rank well with seo
How your real estate business can improve and rank well with seo
 
A Crash Course In Developing An Online Marketing Strategy For SEO
A Crash Course In Developing An Online Marketing Strategy For SEOA Crash Course In Developing An Online Marketing Strategy For SEO
A Crash Course In Developing An Online Marketing Strategy For SEO
 
Link Building Fundamentals SMX West 2016
Link Building Fundamentals SMX West 2016Link Building Fundamentals SMX West 2016
Link Building Fundamentals SMX West 2016
 
How to integrate social behavioural data into your seo keyword strategy ror...
How to integrate social behavioural data into your seo keyword strategy   ror...How to integrate social behavioural data into your seo keyword strategy   ror...
How to integrate social behavioural data into your seo keyword strategy ror...
 
BrightonSEO 2014 - Localizing SEO Performance
BrightonSEO 2014 - Localizing SEO PerformanceBrightonSEO 2014 - Localizing SEO Performance
BrightonSEO 2014 - Localizing SEO Performance
 
How to do a content audit
How to do a content auditHow to do a content audit
How to do a content audit
 
How to Create Linkable Content
How to Create Linkable ContentHow to Create Linkable Content
How to Create Linkable Content
 
Brighton Seo PPC automation
Brighton Seo PPC automationBrighton Seo PPC automation
Brighton Seo PPC automation
 
Cannibal Content - Stop Your Website From Eating Itself | Brighton SEO 2015
Cannibal Content - Stop Your Website From Eating Itself | Brighton SEO 2015Cannibal Content - Stop Your Website From Eating Itself | Brighton SEO 2015
Cannibal Content - Stop Your Website From Eating Itself | Brighton SEO 2015
 
How to Achieve Workplace Autonomy in 120 Days or Less
How to Achieve Workplace Autonomy in 120 Days or LessHow to Achieve Workplace Autonomy in 120 Days or Less
How to Achieve Workplace Autonomy in 120 Days or Less
 
Intent-Based International Keyword Research - International Search Summit, Ba...
Intent-Based International Keyword Research - International Search Summit, Ba...Intent-Based International Keyword Research - International Search Summit, Ba...
Intent-Based International Keyword Research - International Search Summit, Ba...
 
Link Building Strategies TFM&A 2011 Patrick Altoft
Link Building Strategies TFM&A 2011 Patrick AltoftLink Building Strategies TFM&A 2011 Patrick Altoft
Link Building Strategies TFM&A 2011 Patrick Altoft
 

Viewers also liked

Major Keys to Wordpress Speed
Major Keys to Wordpress SpeedMajor Keys to Wordpress Speed
Major Keys to Wordpress SpeedSteve Floyd
 
SEO Presentation 2009
SEO Presentation 2009SEO Presentation 2009
SEO Presentation 2009BlueTraffic
 
For your growing buisiness
For your growing buisinessFor your growing buisiness
For your growing buisinessmailer12345
 
SEO Process - Search Engine Optimization Roadmap Requirement Analysis and Sel...
SEO Process - Search Engine Optimization Roadmap Requirement Analysis and Sel...SEO Process - Search Engine Optimization Roadmap Requirement Analysis and Sel...
SEO Process - Search Engine Optimization Roadmap Requirement Analysis and Sel...Sonu Pandey
 
Seo company in Noida
Seo company in NoidaSeo company in Noida
Seo company in NoidaSEO Company
 
Seo proposals
Seo proposalsSeo proposals
Seo proposalsHubShout
 
Module 3, Group 17. Think like a brand
Module 3, Group 17. Think like a brandModule 3, Group 17. Think like a brand
Module 3, Group 17. Think like a brandLya Rodríguez
 
SEO proposal - free template - SEOmonitor.com
SEO proposal - free template - SEOmonitor.comSEO proposal - free template - SEOmonitor.com
SEO proposal - free template - SEOmonitor.comMadalina-Carla Mihai
 
E-Commerce Website Designing Proposal Form E solutions india
E-Commerce Website Designing Proposal Form E solutions indiaE-Commerce Website Designing Proposal Form E solutions india
E-Commerce Website Designing Proposal Form E solutions indiaE Solutions India
 
SEO Proposal Presentation
SEO Proposal PresentationSEO Proposal Presentation
SEO Proposal PresentationColton Miller
 
Internet Marketing Proposal & SEO/Search Engine Rank Report
Internet Marketing Proposal & SEO/Search Engine Rank Report Internet Marketing Proposal & SEO/Search Engine Rank Report
Internet Marketing Proposal & SEO/Search Engine Rank Report KJ Proweb
 
Seo smo- ppc proposal- info
Seo smo- ppc proposal- infoSeo smo- ppc proposal- info
Seo smo- ppc proposal- infosanjeevoctashop
 
e-Commerce Website Development Proposal
e-Commerce Website Development Proposale-Commerce Website Development Proposal
e-Commerce Website Development ProposalIndicsoft Technologies
 

Viewers also liked (15)

Major Keys to Wordpress Speed
Major Keys to Wordpress SpeedMajor Keys to Wordpress Speed
Major Keys to Wordpress Speed
 
SEO Presentation 2009
SEO Presentation 2009SEO Presentation 2009
SEO Presentation 2009
 
For your growing buisiness
For your growing buisinessFor your growing buisiness
For your growing buisiness
 
SEO Process - Search Engine Optimization Roadmap Requirement Analysis and Sel...
SEO Process - Search Engine Optimization Roadmap Requirement Analysis and Sel...SEO Process - Search Engine Optimization Roadmap Requirement Analysis and Sel...
SEO Process - Search Engine Optimization Roadmap Requirement Analysis and Sel...
 
New Seo Proposal
New Seo ProposalNew Seo Proposal
New Seo Proposal
 
Seo company in Noida
Seo company in NoidaSeo company in Noida
Seo company in Noida
 
Seo proposals
Seo proposalsSeo proposals
Seo proposals
 
Module 3, Group 17. Think like a brand
Module 3, Group 17. Think like a brandModule 3, Group 17. Think like a brand
Module 3, Group 17. Think like a brand
 
SEO proposal - free template - SEOmonitor.com
SEO proposal - free template - SEOmonitor.comSEO proposal - free template - SEOmonitor.com
SEO proposal - free template - SEOmonitor.com
 
E-Commerce Website Designing Proposal Form E solutions india
E-Commerce Website Designing Proposal Form E solutions indiaE-Commerce Website Designing Proposal Form E solutions india
E-Commerce Website Designing Proposal Form E solutions india
 
SEO Proposal Presentation
SEO Proposal PresentationSEO Proposal Presentation
SEO Proposal Presentation
 
Internet Marketing Proposal & SEO/Search Engine Rank Report
Internet Marketing Proposal & SEO/Search Engine Rank Report Internet Marketing Proposal & SEO/Search Engine Rank Report
Internet Marketing Proposal & SEO/Search Engine Rank Report
 
Seo smo- ppc proposal- info
Seo smo- ppc proposal- infoSeo smo- ppc proposal- info
Seo smo- ppc proposal- info
 
Seo ppt
Seo pptSeo ppt
Seo ppt
 
e-Commerce Website Development Proposal
e-Commerce Website Development Proposale-Commerce Website Development Proposal
e-Commerce Website Development Proposal
 

Similar to Stop Selling SEO

Recent Developments in SEO and Paid Search
Recent Developments in SEO and Paid SearchRecent Developments in SEO and Paid Search
Recent Developments in SEO and Paid SearchAndrew Delamarter
 
Endemaj Funds Complete SEO Guide
Endemaj Funds Complete SEO GuideEndemaj Funds Complete SEO Guide
Endemaj Funds Complete SEO GuideEndemaj Funds
 
SEO Trends for 2014 - Smart Insights Digital Marketing Priorities
SEO Trends for 2014 - Smart Insights Digital Marketing PrioritiesSEO Trends for 2014 - Smart Insights Digital Marketing Priorities
SEO Trends for 2014 - Smart Insights Digital Marketing PrioritiesDigital Juggler
 
[500DISTRO] Cracking the SEO Code: Tricks & Tactics To Magnify Search Visibility
[500DISTRO] Cracking the SEO Code: Tricks & Tactics To Magnify Search Visibility[500DISTRO] Cracking the SEO Code: Tricks & Tactics To Magnify Search Visibility
[500DISTRO] Cracking the SEO Code: Tricks & Tactics To Magnify Search Visibility500 Startups
 
From Blackhat to Whitehat - Benj Arriola
From Blackhat to Whitehat - Benj ArriolaFrom Blackhat to Whitehat - Benj Arriola
From Blackhat to Whitehat - Benj ArriolaSean Si
 
C3 2014 Breakout Missi Carmen
C3 2014 Breakout Missi CarmenC3 2014 Breakout Missi Carmen
C3 2014 Breakout Missi CarmenConductor
 
Why Your Website Needs SEO and How To Hire The Right SEO Company
Why Your Website Needs SEO and How To Hire The Right SEO CompanyWhy Your Website Needs SEO and How To Hire The Right SEO Company
Why Your Website Needs SEO and How To Hire The Right SEO CompanyChristopher Dill
 
The Missing Link – Role of Link Analysis and Content Marketing in Tomorrow’s SEO
The Missing Link – Role of Link Analysis and Content Marketing in Tomorrow’s SEOThe Missing Link – Role of Link Analysis and Content Marketing in Tomorrow’s SEO
The Missing Link – Role of Link Analysis and Content Marketing in Tomorrow’s SEORio SEO
 
Sourav SEO Case Study - 1k to 100k traffic
Sourav SEO Case Study - 1k to 100k trafficSourav SEO Case Study - 1k to 100k traffic
Sourav SEO Case Study - 1k to 100k trafficsourav kumar
 
Let's talk business digital marketing strategies
Let's talk business digital marketing strategiesLet's talk business digital marketing strategies
Let's talk business digital marketing strategiesThe Events Agency
 
SEO 101 for Venues: Key Learnings from 25 Website Audits in 4 Weeks
SEO 101 for Venues: Key Learnings from 25 Website Audits in 4 WeeksSEO 101 for Venues: Key Learnings from 25 Website Audits in 4 Weeks
SEO 101 for Venues: Key Learnings from 25 Website Audits in 4 WeeksEtix
 
SEO essentials 2021 - The basics of Search Engine Optimisation
SEO essentials 2021 - The basics of Search Engine OptimisationSEO essentials 2021 - The basics of Search Engine Optimisation
SEO essentials 2021 - The basics of Search Engine OptimisationBen M Roberts 🐝🐝🐝
 
3 Steps to Online Marketing Success
3 Steps to Online Marketing Success3 Steps to Online Marketing Success
3 Steps to Online Marketing SuccessGoBeyondSEO
 
Keeping up with Google 2014
Keeping up with Google 2014Keeping up with Google 2014
Keeping up with Google 2014Calvin Nguyen
 

Similar to Stop Selling SEO (20)

Seo company singapore
Seo company singaporeSeo company singapore
Seo company singapore
 
Recent Developments in SEO and Paid Search
Recent Developments in SEO and Paid SearchRecent Developments in SEO and Paid Search
Recent Developments in SEO and Paid Search
 
Endemaj Funds Complete SEO Guide
Endemaj Funds Complete SEO GuideEndemaj Funds Complete SEO Guide
Endemaj Funds Complete SEO Guide
 
C I Chalk Talk Managed Account
C I Chalk Talk Managed AccountC I Chalk Talk Managed Account
C I Chalk Talk Managed Account
 
SEO Trends for 2014 - Smart Insights Digital Marketing Priorities
SEO Trends for 2014 - Smart Insights Digital Marketing PrioritiesSEO Trends for 2014 - Smart Insights Digital Marketing Priorities
SEO Trends for 2014 - Smart Insights Digital Marketing Priorities
 
SEO Trends 2014
SEO Trends 2014SEO Trends 2014
SEO Trends 2014
 
[500DISTRO] Cracking the SEO Code: Tricks & Tactics To Magnify Search Visibility
[500DISTRO] Cracking the SEO Code: Tricks & Tactics To Magnify Search Visibility[500DISTRO] Cracking the SEO Code: Tricks & Tactics To Magnify Search Visibility
[500DISTRO] Cracking the SEO Code: Tricks & Tactics To Magnify Search Visibility
 
From Blackhat to Whitehat - Benj Arriola
From Blackhat to Whitehat - Benj ArriolaFrom Blackhat to Whitehat - Benj Arriola
From Blackhat to Whitehat - Benj Arriola
 
C3 2014 Breakout Missi Carmen
C3 2014 Breakout Missi CarmenC3 2014 Breakout Missi Carmen
C3 2014 Breakout Missi Carmen
 
Why Your Website Needs SEO and How To Hire The Right SEO Company
Why Your Website Needs SEO and How To Hire The Right SEO CompanyWhy Your Website Needs SEO and How To Hire The Right SEO Company
Why Your Website Needs SEO and How To Hire The Right SEO Company
 
The Missing Link – Role of Link Analysis and Content Marketing in Tomorrow’s SEO
The Missing Link – Role of Link Analysis and Content Marketing in Tomorrow’s SEOThe Missing Link – Role of Link Analysis and Content Marketing in Tomorrow’s SEO
The Missing Link – Role of Link Analysis and Content Marketing in Tomorrow’s SEO
 
SEO TRENDS.pptx
SEO TRENDS.pptxSEO TRENDS.pptx
SEO TRENDS.pptx
 
Sourav SEO Case Study - 1k to 100k traffic
Sourav SEO Case Study - 1k to 100k trafficSourav SEO Case Study - 1k to 100k traffic
Sourav SEO Case Study - 1k to 100k traffic
 
Let's talk business digital marketing strategies
Let's talk business digital marketing strategiesLet's talk business digital marketing strategies
Let's talk business digital marketing strategies
 
SEO 101 for Venues: Key Learnings from 25 Website Audits in 4 Weeks
SEO 101 for Venues: Key Learnings from 25 Website Audits in 4 WeeksSEO 101 for Venues: Key Learnings from 25 Website Audits in 4 Weeks
SEO 101 for Venues: Key Learnings from 25 Website Audits in 4 Weeks
 
SEO Training by Brick Marketing on May 13 2009
SEO Training by Brick Marketing on May 13 2009SEO Training by Brick Marketing on May 13 2009
SEO Training by Brick Marketing on May 13 2009
 
Xebec india pdf jan 2018
Xebec india pdf jan 2018Xebec india pdf jan 2018
Xebec india pdf jan 2018
 
SEO essentials 2021 - The basics of Search Engine Optimisation
SEO essentials 2021 - The basics of Search Engine OptimisationSEO essentials 2021 - The basics of Search Engine Optimisation
SEO essentials 2021 - The basics of Search Engine Optimisation
 
3 Steps to Online Marketing Success
3 Steps to Online Marketing Success3 Steps to Online Marketing Success
3 Steps to Online Marketing Success
 
Keeping up with Google 2014
Keeping up with Google 2014Keeping up with Google 2014
Keeping up with Google 2014
 

More from Steve Floyd

Major Keys to Wordpress Speed
Major Keys to Wordpress SpeedMajor Keys to Wordpress Speed
Major Keys to Wordpress SpeedSteve Floyd
 
The Nightmare Before Content: Surviving Redesign Hell
The Nightmare Before Content: Surviving Redesign HellThe Nightmare Before Content: Surviving Redesign Hell
The Nightmare Before Content: Surviving Redesign HellSteve Floyd
 
Through The Looking Glass: Overcoming Organizational Perspectives
Through The Looking Glass: Overcoming Organizational PerspectivesThrough The Looking Glass: Overcoming Organizational Perspectives
Through The Looking Glass: Overcoming Organizational PerspectivesSteve Floyd
 
Building Better Experiences With Content Personalization
Building Better Experiences With Content PersonalizationBuilding Better Experiences With Content Personalization
Building Better Experiences With Content PersonalizationSteve Floyd
 
Through The Looking Glass: The Value of Good Design
Through The Looking Glass: The Value of Good DesignThrough The Looking Glass: The Value of Good Design
Through The Looking Glass: The Value of Good DesignSteve Floyd
 
Hyper Local Content Marketing
Hyper Local Content MarketingHyper Local Content Marketing
Hyper Local Content MarketingSteve Floyd
 
Catching Fireflies: Measuring The Value of Content
Catching Fireflies: Measuring The Value of ContentCatching Fireflies: Measuring The Value of Content
Catching Fireflies: Measuring The Value of ContentSteve Floyd
 
Growth Hacking With APIs
Growth Hacking With APIsGrowth Hacking With APIs
Growth Hacking With APIsSteve Floyd
 
Selling Guns to Gandhi: The Art of Content Buy-In - DMFB
Selling Guns to Gandhi: The Art of Content Buy-In - DMFBSelling Guns to Gandhi: The Art of Content Buy-In - DMFB
Selling Guns to Gandhi: The Art of Content Buy-In - DMFBSteve Floyd
 
Selling Guns to Gandhi: Getting Content Buy-In - Pubcon New Orleans 2014
Selling Guns to Gandhi: Getting Content Buy-In - Pubcon New Orleans 2014Selling Guns to Gandhi: Getting Content Buy-In - Pubcon New Orleans 2014
Selling Guns to Gandhi: Getting Content Buy-In - Pubcon New Orleans 2014Steve Floyd
 
Crouching Stakeholder Hidden Content
Crouching Stakeholder Hidden ContentCrouching Stakeholder Hidden Content
Crouching Stakeholder Hidden ContentSteve Floyd
 
The City of Dallas Population Explosion
The City of Dallas Population ExplosionThe City of Dallas Population Explosion
The City of Dallas Population ExplosionSteve Floyd
 
Planning for Responsive: Why Your Developers Hate You
Planning for Responsive: Why Your Developers Hate YouPlanning for Responsive: Why Your Developers Hate You
Planning for Responsive: Why Your Developers Hate YouSteve Floyd
 
Bruce Lee Guide to Strategic Content (Remix)
Bruce Lee Guide to Strategic Content (Remix)Bruce Lee Guide to Strategic Content (Remix)
Bruce Lee Guide to Strategic Content (Remix)Steve Floyd
 
Selling Guns to Gandhi: The Art of Content Buy-In
Selling Guns to Gandhi: The Art of Content Buy-InSelling Guns to Gandhi: The Art of Content Buy-In
Selling Guns to Gandhi: The Art of Content Buy-InSteve Floyd
 

More from Steve Floyd (15)

Major Keys to Wordpress Speed
Major Keys to Wordpress SpeedMajor Keys to Wordpress Speed
Major Keys to Wordpress Speed
 
The Nightmare Before Content: Surviving Redesign Hell
The Nightmare Before Content: Surviving Redesign HellThe Nightmare Before Content: Surviving Redesign Hell
The Nightmare Before Content: Surviving Redesign Hell
 
Through The Looking Glass: Overcoming Organizational Perspectives
Through The Looking Glass: Overcoming Organizational PerspectivesThrough The Looking Glass: Overcoming Organizational Perspectives
Through The Looking Glass: Overcoming Organizational Perspectives
 
Building Better Experiences With Content Personalization
Building Better Experiences With Content PersonalizationBuilding Better Experiences With Content Personalization
Building Better Experiences With Content Personalization
 
Through The Looking Glass: The Value of Good Design
Through The Looking Glass: The Value of Good DesignThrough The Looking Glass: The Value of Good Design
Through The Looking Glass: The Value of Good Design
 
Hyper Local Content Marketing
Hyper Local Content MarketingHyper Local Content Marketing
Hyper Local Content Marketing
 
Catching Fireflies: Measuring The Value of Content
Catching Fireflies: Measuring The Value of ContentCatching Fireflies: Measuring The Value of Content
Catching Fireflies: Measuring The Value of Content
 
Growth Hacking With APIs
Growth Hacking With APIsGrowth Hacking With APIs
Growth Hacking With APIs
 
Selling Guns to Gandhi: The Art of Content Buy-In - DMFB
Selling Guns to Gandhi: The Art of Content Buy-In - DMFBSelling Guns to Gandhi: The Art of Content Buy-In - DMFB
Selling Guns to Gandhi: The Art of Content Buy-In - DMFB
 
Selling Guns to Gandhi: Getting Content Buy-In - Pubcon New Orleans 2014
Selling Guns to Gandhi: Getting Content Buy-In - Pubcon New Orleans 2014Selling Guns to Gandhi: Getting Content Buy-In - Pubcon New Orleans 2014
Selling Guns to Gandhi: Getting Content Buy-In - Pubcon New Orleans 2014
 
Crouching Stakeholder Hidden Content
Crouching Stakeholder Hidden ContentCrouching Stakeholder Hidden Content
Crouching Stakeholder Hidden Content
 
The City of Dallas Population Explosion
The City of Dallas Population ExplosionThe City of Dallas Population Explosion
The City of Dallas Population Explosion
 
Planning for Responsive: Why Your Developers Hate You
Planning for Responsive: Why Your Developers Hate YouPlanning for Responsive: Why Your Developers Hate You
Planning for Responsive: Why Your Developers Hate You
 
Bruce Lee Guide to Strategic Content (Remix)
Bruce Lee Guide to Strategic Content (Remix)Bruce Lee Guide to Strategic Content (Remix)
Bruce Lee Guide to Strategic Content (Remix)
 
Selling Guns to Gandhi: The Art of Content Buy-In
Selling Guns to Gandhi: The Art of Content Buy-InSelling Guns to Gandhi: The Art of Content Buy-In
Selling Guns to Gandhi: The Art of Content Buy-In
 

Recently uploaded

TriStar Gold Corporate Presentation February 2024
TriStar Gold Corporate Presentation February 2024TriStar Gold Corporate Presentation February 2024
TriStar Gold Corporate Presentation February 2024Adnet Communications
 
EAPJ Vol VIII February 2024.pdf
EAPJ Vol VIII February 2024.pdfEAPJ Vol VIII February 2024.pdf
EAPJ Vol VIII February 2024.pdfDarryl_Carr
 
Nethawk CRM Solution Odaiba for fintech, banks, and customer centric companies
Nethawk CRM Solution Odaiba for fintech, banks, and customer centric companiesNethawk CRM Solution Odaiba for fintech, banks, and customer centric companies
Nethawk CRM Solution Odaiba for fintech, banks, and customer centric companiesShaharyar Rao nethawk.com.pk
 
Ensuring Financial Integrity: Conducting Effective Audits of Branch Office Ac...
Ensuring Financial Integrity: Conducting Effective Audits of Branch Office Ac...Ensuring Financial Integrity: Conducting Effective Audits of Branch Office Ac...
Ensuring Financial Integrity: Conducting Effective Audits of Branch Office Ac...MiMOiQ1
 
Kindful to Bloomerang Webinar slides .pdf
Kindful to Bloomerang Webinar slides .pdfKindful to Bloomerang Webinar slides .pdf
Kindful to Bloomerang Webinar slides .pdfBloomerang
 
Programma BLMC Ketentheater 2024 tijdens ESEF Maakindustrie
Programma BLMC Ketentheater 2024 tijdens ESEF MaakindustrieProgramma BLMC Ketentheater 2024 tijdens ESEF Maakindustrie
Programma BLMC Ketentheater 2024 tijdens ESEF MaakindustrieMichel van Buren
 
SS LinkedIn Newsletter AAOS 2024 Recap PDF
SS LinkedIn Newsletter AAOS 2024 Recap PDFSS LinkedIn Newsletter AAOS 2024 Recap PDF
SS LinkedIn Newsletter AAOS 2024 Recap PDFDesirae2
 
Busse_Sean_MB_PB1_2024-FEBajefvchuaevv.pdf
Busse_Sean_MB_PB1_2024-FEBajefvchuaevv.pdfBusse_Sean_MB_PB1_2024-FEBajefvchuaevv.pdf
Busse_Sean_MB_PB1_2024-FEBajefvchuaevv.pdfdabusboy5246
 
Finideas at Various Events in the Recent Years
Finideas at Various Events in the Recent YearsFinideas at Various Events in the Recent Years
Finideas at Various Events in the Recent YearsFinideasSurat
 
NewBase 26 January 2024 Energy News issue - 1702 by Khaled Al Awadi_compres...
NewBase  26 January 2024  Energy News issue - 1702 by Khaled Al Awadi_compres...NewBase  26 January 2024  Energy News issue - 1702 by Khaled Al Awadi_compres...
NewBase 26 January 2024 Energy News issue - 1702 by Khaled Al Awadi_compres...Khaled Al Awadi
 
Bloomerang - Get More Major Gifts From Donors Already Around You.pdf
Bloomerang - Get More Major Gifts From Donors Already Around You.pdfBloomerang - Get More Major Gifts From Donors Already Around You.pdf
Bloomerang - Get More Major Gifts From Donors Already Around You.pdfBloomerang
 
2024-02 Augusta Gold Corporate Presentation
2024-02 Augusta Gold Corporate Presentation2024-02 Augusta Gold Corporate Presentation
2024-02 Augusta Gold Corporate Presentationsimonecapitalcorp
 
Entrepreneurship Skills, Attitude & Behavior Development
Entrepreneurship Skills, Attitude & Behavior DevelopmentEntrepreneurship Skills, Attitude & Behavior Development
Entrepreneurship Skills, Attitude & Behavior DevelopmentVisionPublisher
 
The Penta Model of Strategic Choices (summary)
The Penta Model of Strategic Choices (summary)The Penta Model of Strategic Choices (summary)
The Penta Model of Strategic Choices (summary)Mihai Ionescu
 
Osborn_Jordan_Sportsbroadcasting_PB1_6(1).pdf
Osborn_Jordan_Sportsbroadcasting_PB1_6(1).pdfOsborn_Jordan_Sportsbroadcasting_PB1_6(1).pdf
Osborn_Jordan_Sportsbroadcasting_PB1_6(1).pdffrannyosborn1
 
brand ambassadors should they be more responsible -1.pdf
brand ambassadors should they be more responsible -1.pdfbrand ambassadors should they be more responsible -1.pdf
brand ambassadors should they be more responsible -1.pdfJaisikaSoni
 
Serhii Herasymov: Boost sales through Accelerators (UA)
Serhii Herasymov: Boost sales through Accelerators (UA)Serhii Herasymov: Boost sales through Accelerators (UA)
Serhii Herasymov: Boost sales through Accelerators (UA)Lviv Startup Club
 
Kvitkova Vanil. Elevate your venue with artistic floral design and creative d...
Kvitkova Vanil. Elevate your venue with artistic floral design and creative d...Kvitkova Vanil. Elevate your venue with artistic floral design and creative d...
Kvitkova Vanil. Elevate your venue with artistic floral design and creative d...martusikushik
 
Lucas Ernesto Chacon-Ruiz Personal Brand
Lucas Ernesto Chacon-Ruiz Personal BrandLucas Ernesto Chacon-Ruiz Personal Brand
Lucas Ernesto Chacon-Ruiz Personal Brandlchacon2023
 

Recently uploaded (20)

TriStar Gold Corporate Presentation February 2024
TriStar Gold Corporate Presentation February 2024TriStar Gold Corporate Presentation February 2024
TriStar Gold Corporate Presentation February 2024
 
EAPJ Vol VIII February 2024.pdf
EAPJ Vol VIII February 2024.pdfEAPJ Vol VIII February 2024.pdf
EAPJ Vol VIII February 2024.pdf
 
Nethawk CRM Solution Odaiba for fintech, banks, and customer centric companies
Nethawk CRM Solution Odaiba for fintech, banks, and customer centric companiesNethawk CRM Solution Odaiba for fintech, banks, and customer centric companies
Nethawk CRM Solution Odaiba for fintech, banks, and customer centric companies
 
Ensuring Financial Integrity: Conducting Effective Audits of Branch Office Ac...
Ensuring Financial Integrity: Conducting Effective Audits of Branch Office Ac...Ensuring Financial Integrity: Conducting Effective Audits of Branch Office Ac...
Ensuring Financial Integrity: Conducting Effective Audits of Branch Office Ac...
 
Kindful to Bloomerang Webinar slides .pdf
Kindful to Bloomerang Webinar slides .pdfKindful to Bloomerang Webinar slides .pdf
Kindful to Bloomerang Webinar slides .pdf
 
Programma BLMC Ketentheater 2024 tijdens ESEF Maakindustrie
Programma BLMC Ketentheater 2024 tijdens ESEF MaakindustrieProgramma BLMC Ketentheater 2024 tijdens ESEF Maakindustrie
Programma BLMC Ketentheater 2024 tijdens ESEF Maakindustrie
 
Western Alaska Minerals Corporate Presentation
Western Alaska Minerals Corporate PresentationWestern Alaska Minerals Corporate Presentation
Western Alaska Minerals Corporate Presentation
 
SS LinkedIn Newsletter AAOS 2024 Recap PDF
SS LinkedIn Newsletter AAOS 2024 Recap PDFSS LinkedIn Newsletter AAOS 2024 Recap PDF
SS LinkedIn Newsletter AAOS 2024 Recap PDF
 
Busse_Sean_MB_PB1_2024-FEBajefvchuaevv.pdf
Busse_Sean_MB_PB1_2024-FEBajefvchuaevv.pdfBusse_Sean_MB_PB1_2024-FEBajefvchuaevv.pdf
Busse_Sean_MB_PB1_2024-FEBajefvchuaevv.pdf
 
Finideas at Various Events in the Recent Years
Finideas at Various Events in the Recent YearsFinideas at Various Events in the Recent Years
Finideas at Various Events in the Recent Years
 
NewBase 26 January 2024 Energy News issue - 1702 by Khaled Al Awadi_compres...
NewBase  26 January 2024  Energy News issue - 1702 by Khaled Al Awadi_compres...NewBase  26 January 2024  Energy News issue - 1702 by Khaled Al Awadi_compres...
NewBase 26 January 2024 Energy News issue - 1702 by Khaled Al Awadi_compres...
 
Bloomerang - Get More Major Gifts From Donors Already Around You.pdf
Bloomerang - Get More Major Gifts From Donors Already Around You.pdfBloomerang - Get More Major Gifts From Donors Already Around You.pdf
Bloomerang - Get More Major Gifts From Donors Already Around You.pdf
 
2024-02 Augusta Gold Corporate Presentation
2024-02 Augusta Gold Corporate Presentation2024-02 Augusta Gold Corporate Presentation
2024-02 Augusta Gold Corporate Presentation
 
Entrepreneurship Skills, Attitude & Behavior Development
Entrepreneurship Skills, Attitude & Behavior DevelopmentEntrepreneurship Skills, Attitude & Behavior Development
Entrepreneurship Skills, Attitude & Behavior Development
 
The Penta Model of Strategic Choices (summary)
The Penta Model of Strategic Choices (summary)The Penta Model of Strategic Choices (summary)
The Penta Model of Strategic Choices (summary)
 
Osborn_Jordan_Sportsbroadcasting_PB1_6(1).pdf
Osborn_Jordan_Sportsbroadcasting_PB1_6(1).pdfOsborn_Jordan_Sportsbroadcasting_PB1_6(1).pdf
Osborn_Jordan_Sportsbroadcasting_PB1_6(1).pdf
 
brand ambassadors should they be more responsible -1.pdf
brand ambassadors should they be more responsible -1.pdfbrand ambassadors should they be more responsible -1.pdf
brand ambassadors should they be more responsible -1.pdf
 
Serhii Herasymov: Boost sales through Accelerators (UA)
Serhii Herasymov: Boost sales through Accelerators (UA)Serhii Herasymov: Boost sales through Accelerators (UA)
Serhii Herasymov: Boost sales through Accelerators (UA)
 
Kvitkova Vanil. Elevate your venue with artistic floral design and creative d...
Kvitkova Vanil. Elevate your venue with artistic floral design and creative d...Kvitkova Vanil. Elevate your venue with artistic floral design and creative d...
Kvitkova Vanil. Elevate your venue with artistic floral design and creative d...
 
Lucas Ernesto Chacon-Ruiz Personal Brand
Lucas Ernesto Chacon-Ruiz Personal BrandLucas Ernesto Chacon-Ruiz Personal Brand
Lucas Ernesto Chacon-Ruiz Personal Brand
 

Stop Selling SEO

  • 9. State of Search Marketing Report 2012
  • 22. a) Backlink Audit Proactively w/ Opensite Explorer, Majestic SEO, Link Detective, Unpengu.in, Link Detox and / or Remove’em b) Run a Content Audit with Content Analysis Tool and Screaming Frog to better understand content scope and other potential technical SEO issues. c) Use Google Adwords Keyword Tool, SEM Rush, SEOMoz & Social Crawlytics to gauge competition.
  • 24. a) Use Bidsketch, Propsable, QuoteRoller, NiftyQuoter or 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 competitors are willing to.
  • 25. 1) Authorization 2) Client Needs 3) Process 4) Deliverables 5) Timeline 6) Fee Summary 7) Terms & Conditions 8) Final Steps
  • 27. a) Have the client meet you at your office. If you don’t have one, rent one. b) Dress to impress, but make sure you are in lock step with the culture of your prospect. c) Turn your proposal into a graphical presentation. d) Practice makes perfect.
  • 28. • Research Competitors Pricing • Never Bid Too Low • Know Your Market • Retainers > Fixed Bid
  • 30. a) Get errors and omissions insurance, yesterday. b) Retain a good local business attorney. c) Stay away from any client who demands unreasonable performance guarantees. d) Stop selling rankings, start selling conversions.
  • 31. 1. SEO Pricing: 600+ Agencies Share Costs of Services & Pricing Models by Rand Fishkin – Link 2. SEO Proposal Sample by Ian Lurie by Ian Lurie – Link 3. What Makes a Great SEO Proposal? by Neil Patel – Link 4. BrightLocal Local SEO Industry Survey 2013 – Link 5. SEO Industry Survey 2012 by SEOMoz – Link 6. Four SEO Payment Models You Need to Seriously Question by Ben Potter – Link 7. SEO Pricing Models: How Much Should You Charge? by By Mark Jackson – Link 8. Top 1 SEO Tips for 2013 by Dr. Peter J. Meyers – Link 9. Selling SEO to the C-Suite by Rebecca Murtagh – Link 10. Stop Selling SEO Short by Steven Shattuck – Link 11. Scaling SEO by Eliminating Pain Points by Ross Hudgens – Link 12. For Large-Scale SEO, Why Compromise Can Often Mean Failure by Glenn Gabe – Link 13. Positioning Your Business for the Future of SEO by Ron Garrett – Link 14. High-Value Tactics, Future-Proof Link Building by Cyrus Shepard – Link 15. B2C Content Marketing: 2013 Benchmarks, Budgets, and Trends–North America – Link 16. 2013 State of Content Marketing Study by Copypressed – Link 17. 2013 Internet Marketing Trends (and How They'll Affect Your Organization) by Kane Jamison – Link 18. Annie Cushing's Must-Have Tools – Link 19. Best SEO Tools by Steve Floyd – Link 20. 6 Free Google Docs Every SEO Needs To Have by Benjamin Beck – Link 21. Why We Can't Just Be SEOs Anymore by Rand Fishkin - Link
  • 32. SEO Salary Guide by Onward Search – Link The SEMPO Annual State of Search Survey 2012 – Link Plotting The Content Marketing Ensemble by Altimeter Group - Link *All Photos Are Property of The Respective Copyright Holder
  • 33. Steve Floyd Founder / Principle at AXZM twitter: @nawlready phone: (214) 272-9109 www.axzm.com For the last decade I have been creating digital marketing solutions for businesses large and small. In that time I’ve learned a few things about the governance and creation of web content and how that content ties into other marketing channels. Content is often swept aside as the last part of a project, when I believe it should be one of the very first things addressed, even before design.

Editor's Notes

  1. Stop Selling SEO by Steve Floyd – CEO of AXZM – www.axzm.com/about/steve-floyd
  2. Don’t worry, this isn’t a rag on SEO.
  3. I want to help you make more money and close on more deals.
  4. But to do that…
  5. You need to you need to stop selling SEO.
  6. What youtalkin’ bout? Let me explain…
  7. Interest in SEO Hasn’t Died. Google Trends - http://axz.mx/seo-g-trends-2013
  8. Salaries are up. SEO Salary Guide
  9. Sales Are Up - State of Search Marketing Report 2012
  10. Why stop now? Well, for starters…
  11. SEO has a bad reputation.
  12. The market is increasingly segmented oversaturated and segmented. As soon as most people learn how to really do SEO, they want to do it for themselves. The loyalty once seen in the industry a decade ago is fading fast. The market is segmented with too many chiefs and not enough Indians.
  13. Google has it in for SEOs. With Google Penguin and Panda, the old days of SEO are over. SEO is not as scalable as it once was.
  14. More than all of that, SEO by it’s very nature is constantly evolving, so it can be hard to sell and scale year over year.
  15. The Future of Internet Marketing is Bigger Than SEO.
  16. We are becoming content creation companies that depend on quality creative more and more every day. If we expect to be successful, we need to understand all the nuances of content that large publishers and media companies do.
  17. Stop selling SEO and start servicing your customers content lifecycle. 1. Research to genuinely understand the need states of your clients customers.2. Create personas for your clients customers and map content to different stages of your clients lead funnel.3. Measure, improve and repeat.
  18. “SEO” in the next 3-5 years is looking less and less like “Search Engine Optimization”
  19. And a lot more like “Search Experience Optimization” – that is, optimizing our clients web properties for customer experiences, not just for search engines. This is the SEO we need to be selling.
  20. Yeah, yeah… now how do I sell this puppy?
  21. Know what you are getting yourself into.
  22. Always Start With a Comprehensive Audit – Use the audit to inform your scope of work. If you are dealing with a larger company, don’t be afraid to ask for a preliminary deposit. Often window shoppers will have you scope out and analyze their website with no intention of using you as a vendor. Cut them off at the pass by asking for a deposit up front. Time is money. Backlink Audit Proactively w/ Opensite Explorer, Majestic SEO, Link Detective, Unpengu.in, Link Detox and / or Remove’emRun a Content Audit with Content Analysis Tool and Screaming Frog to better understand content scopeand other potential technical SEO issues.Use Google Adwords Keyword Tool, SEM Rush, SEOMoz & Social Crawlytics to gauge competitionAlso, for larger companies and certain industries, your research could be substantially larger in scope. This is a basic overview of assessing what it will take to get your potential client traction.
  23. Presentation is everything.
  24. The ProposalPresentation is everything, but the context and approach is equally important. By hitting on all cylinders, you are going to close on more deals, plain and simple. A} Use Bidsketch, Propsable, QuoteRoller, NiftyQuoter or eIntelli to create sexy proposals quickly. Regardless of how detailed your proposal is, the likeliehood that it will get thrown in the trash goes up exponentially with a bad design / presentation. B) Details can build a lot of trust and play a key role in whether you close or not. Bullet point allthe clients goals fleshed out in the needs assessment. Provide a project timeline complete with deliverables, milestones and itemized cost where applicable.C) I cannot stress this enough. Play to the stakeholder / decision makers interest. If they are social media fanatics, make the proposal social media centric. If they are hell bent on getting a bunch of back links, make that the center piece of your proposal, even if it isn’t a core part of your strategy.D) Educate your prospects more than your competitorsare willing to. This is the single most powerful advice I can give you to help you stay in the “top of mind” when your prospects are considering closing.
  25. Anatomy of a ProposalAuthorization – A statement of release for write access to your clients servers.Client Needs –Reiterate the most important goals your client expressed in the discovery meeting.Process – Provide a graphic or description of your process.Deliverables – A bullet point list of all the things you plan to deliver to the client.Timeline – An overview of what you plan to do for the client by date.Fee Summary – An overview of monthlycharges and / or project fees, itemized by deliverable. Terms & Conditions – A statement of your working parameters.Final Steps – Guide the client through the next steps.
  26. The Homefield Advantage
  27. Have the client meet you at your office. If you don’thave one, rent one. Something magical happens when a prospect sees you in your element. When they can come into your operation, meet real people and kick the tires, you will have an edge over the next guy who ran down to their office to pitch.Dress to impress, but make sure you are in lockstep with the culture of your prospect. If the prospect is laid back, go business casual. If they are rigid and corporate, dress accordingly. This can go a long way in how you are perceived. Turn your proposal into a graphical presentation. Take your proposal and turn it into an easy to digest presentation that plays to the prospects business problems. Tell a story with your client as the archetype. Practice makes perfect. Don’t be above staying up and practicing every slide of your pitch the night before. The more rehearsed you are, the more likely you are to close.
  28. Price MattersResearch Competitors Pricing – Find out what your biggest competitors charge and stay just under their price point or offer something they don’t.Never Bid Too Low – The worst mistake you can make is to sign a contract that doesn’t provide you with adequate resources to execute. Know Your Market – Don’t try to sell caviar to people looking for a value meal. Research the average marketing budgets for the businesses you are trying to service and stay within their threshold. Retainers > Fixed Bid – In some instances, a flat rate or fixed bid makes sense (for small local SEO campaigns, PPC set up, small business website, etc…) but if you are working in a highly competitive niche, make sure you go retainer based so you don’t end up funding someone else’s online marketing efforts.
  29. Cover Your A**
  30. Risky BusinessGet errors and omissions insurance, yesterday.Retain a good local business attorney. Stay away from any client who demands youunreasonable performance guarantees.Stop selling rankings, start selling conversions.
  31. Resources:SEO Pricing: 600+ Agencies Share Costs of Services & Pricing Models by Rand Fishkin–LinkSEO Proposal Sample by Ian Lurie by Ian Lurie–LinkWhat Makes a Great SEO Proposal? by Neil Patel –LinkBrightLocal Local SEO Industry Survey 2013 –LinkSEO Industry Survey 2012 by SEOMoz – LinkFour SEO Payment Models You Need to Seriously Question by Ben Potter – LinkSEO Pricing Models: How Much Should You Charge? by By Mark Jackson –LinkTop 1 SEO Tips for 2013 by Dr. Peter J. Meyers–LinkSelling SEO to the C-Suite by Rebecca Murtagh–LinkStop Selling SEO Short bySteven Shattuck–LinkScaling SEO by Eliminating Pain Points by Ross Hudgens– LinkFor Large-Scale SEO, Why Compromise Can Often Mean Failure by Glenn Gabe – LinkPositioning Your Business for the Future of SEO by Ron Garrett – LinkHigh-Value Tactics, Future-Proof Link Building by Cyrus Shepard – LinkB2C Content Marketing: 2013 Benchmarks, Budgets, and Trends–North America – Link2013 State of Content Marketing Study by Copypressed – Link2013 Internet Marketing Trends (and How They'll Affect Your Organization) by Kane Jamison– LinkAnnie Cushing's Must-Have Tools – LinkBest SEO Tools by Steve Floyd –Link6 Free Google Docs Every SEO Needs To Have by Benjamin Beck –LinkWhy We Can't Just Be SEOs Anymore by Rand Fishkin- Link
  32. 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
  33. About MeFor the last decade I have been creating digital marketing solutions for businesses large and small. In that time I’ve learned a few things about the governance and creation of web content and how that content ties into other marketing channels. Content is often swept aside as the last part of a project, when I believe it should be one of the very first things addressed, even before design.