The Business of SEO


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My presentation at SES London 2012 on The Business of SEO covering the business development of SEO and proposals/pitching. How to estimate worth of traffic and rankings in SEO.

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The Business of SEO

  1. 1. The Business of SEO Lisa Myers CEO, Verve Search #SESLondon @LisaDMyers
  2. 2. About Lisa Myers <ul><li>11 years experience in Marketing, 6 in Search & Social </li></ul><ul><li>Speaker at Search Conferences Worldwide (SES, SMX, A4U etc) </li></ul><ul><li>Regular contributor to on and offline publications and author of several SEO Best Practise Guides including eConsultancy and B2B Marketing </li></ul><ul><li>Heavily involved in the global Search Community , founder of and co-founder of European search blog StateofSearch </li></ul><ul><li>Awards </li></ul><ul><li>“ Search Personality of the Year ” UK Search Awards 2011 + “Best SEO Campaign” for her agency Verve Search </li></ul><ul><li>Management Today “ 35 women under 35 ” list 2009 </li></ul><ul><li>“ Best Use of Technology woman under 30” </li></ul><ul><li> BlackBerry Woman & Technology Awards (2008) </li></ul><ul><li>“ B2B Marketing Newcomer of the Year” (2007) </li></ul>
  3. 3. Search is unique as a marketing discipline because its audience is already looking for what you are selling!
  4. 4. <ul><li>1 billion searches per day globally </li></ul><ul><li>74% of searches clicks on organic </li></ul><ul><li>Around 42% of searches click on the 1 st position of organic and 80% within the first 3 positions </li></ul><ul><li>Less than 1% click past the second page </li></ul>@LisaDMyers
  5. 5. So why is it so hard to sell SEO?
  6. 6. Business of SEO Proposal/Pitching New Biz Client Retention Up-scaling } Business Development
  7. 7. Typical SEO Proposal Process <ul><li>Client: I want to be number one for </li></ul><ul><li>“ IT solutions” and get lots of traffic </li></ul><ul><li>Agency: Sure, that will cost you £3k per month </li></ul>@LisaDMyers
  8. 8. Typical questions asked <ul><li>What industry? Give me a little background </li></ul><ul><li>What’s the website URL please </li></ul><ul><li>Your top 10 keywords </li></ul><ul><li>Your competitors </li></ul>@LisaDMyers
  9. 9. 6 Months Later <ul><li>Client: “SEO is not working for us, goodbye!” </li></ul><ul><li>Agency: “Uhm, well you are number 1 and you </li></ul><ul><li>got the traffic!?!???” </li></ul>
  10. 10. The SEO industry’s biggest issue <ul><li>= OUR PROPOSAL PROCESS! </li></ul><ul><li>Too many agencies take on client without really </li></ul><ul><li>understanding what they need, or if they should </li></ul><ul><li>do SEO at all! </li></ul>@LisaDMyers
  11. 12. <ul><li>Sometimes saying no is as good for business as </li></ul><ul><li>saying yes! </li></ul><ul><li>Agency – Business/Client - Industry </li></ul>
  12. 14. <ul><li>SEO should not be JUST about rankings and </li></ul><ul><li>traffic, BUT conversions. </li></ul><ul><li>To be successful in SEO, you NEED to earn your </li></ul><ul><li>client money. Simples. </li></ul>@LisaDMyers
  13. 15. How SEO ROI is being tracked WTF?
  14. 16. ROI Measurements of SEO <ul><li>68% are using clicks / visitors </li></ul><ul><li>53% use position </li></ul><ul><li>42% (less than half!) use the number of sales </li></ul><ul><li>30% use the value of sales </li></ul><ul><li>Source: Econsultancy UK Search Engine Marketing Benchmarking Report 2011 </li></ul>@LisaDMyers
  15. 17. Understanding the business and its goals
  16. 18. <ul><li>Understanding your clients business </li></ul><ul><li>completely, not partly, but fully, is the </li></ul><ul><li>only way to earn them money! </li></ul>
  17. 19. The must ask questions <ul><li>Market size & competition </li></ul><ul><li>Relevant keywords and current rankings </li></ul><ul><li>CURRENT conversion rates </li></ul><ul><li>Profit margins </li></ul><ul><li>Any plans to re-design </li></ul><ul><li>Would they spend money on conversion optimisation </li></ul><ul><li>How much is #1 rankings worth? </li></ul>@LisaDMyers
  18. 20. Estimating Traffic Worth <ul><li>You will need to know: </li></ul><ul><li>#1 What is a conversion worth? (lead or sale. For a bigger site this will be different depending on product etc) </li></ul><ul><li># 2 Current rankings, traffic and revenue from organic (ideally analytics access) </li></ul><ul><li># 3 Estimated Volume of keywords/traffic </li></ul>@LisaDMyers
  19. 21. tools... +
  20. 22. <ul><li>To sell SEO it’s beneficial to THINK </li></ul><ul><li>like an SEO! </li></ul>
  21. 23. Keyword Categories & modifiers <ul><li>Brand </li></ul><ul><li>Descriptive </li></ul><ul><li>Product/Service </li></ul><ul><li>Location </li></ul><ul><li>Verb and Adjectives (buy, cheap, affordable) </li></ul><ul><li>Top volume keywords (top 5 volume/targets) </li></ul>
  22. 24. Keyword Tagging for ROI estimation <ul><li>Different keyword groups and modifiers are </li></ul><ul><li>likely to have different conversion rates. </li></ul><ul><li>Brand usually has a much higher conversion </li></ul><ul><li>rate than other keywords for example! </li></ul>@LisaDMyers
  23. 25. using Linkdex
  24. 26. <ul><li>Need tagging slide </li></ul>Keyword Tagging
  25. 27. Benchmarking Value of Rankings <ul><li>Estimated volume (Google AdWords) </li></ul><ul><li>Current rank (you and competitors) </li></ul><ul><li>Traffic (link Analytics to get actual traffic received) </li></ul>Keyword 1 Keyword 2 Client Competitor 1 Competitor 2 @LisaDMyers
  26. 28. What is the higher ranking worth? #1 #2 #3 Currently client is ranking #3 generates an estimate of 1,282 visits and if they were going to buy this traffic it would have cost them £6,360 If they go from 3 rd to 1 st position the revenue generated from these 2 keywords alone is likely to increase by 390% Client Competitor 1 Competitor 2
  27. 29. Spotting the SEOpportunities <ul><li>How difficult will it be to achieve first position? </li></ul><ul><li>The difference between you and your </li></ul><ul><li>competitors; actual SEO part of the proposal </li></ul>@LisaDMyers
  28. 30. <ul><li>To CLOSE the deal you have to </li></ul><ul><li>think like the person with the wallet.. </li></ul>@LisaDMyers
  29. 31. Thank You! Email: [email_address] Web: @LisaDMyers