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How to Sell & Service SEO in 2014…
IMPORTANCE OF SEO CONTINUES TO GROW
Despite many “SEO is Dead” claims by so-called experts…

How Consumers Found Websites ...
SAME FOR ALL OF E-COMMERCE, TOO
Maybe buying stuff on the internet isn’t just a fad?

eMarketer Worldwide B2C Ecommerce 20...
LOTS OF UNCERTAINTY / GOSSIP IN SEO
It’s a mad, mad world…

4 / #BOLO2013 @nickroshon
BUT THAT’S NOT UNIQUE TO SEO EITHER…
The truth is, maybe this stuff isn’t as easy as we all thought?

Adobe Digital Distre...
IN THE END: ROI STILL MATTERS…
Money in, money out…

Adobe Digital Distress Study, 2013

6 / #BOLO2013 @nickroshon
…AND SEO GENERATES IT.
How we helped a Client blow their numbers out of the water…

258%
84%
40%
7 / #BOLO2013 @nickroshon...
A few tips to make your pitches more effective & compelling…

HOW TO SELL SEO

8 / #BOLO2013 @nickroshon
HOW VS. WHY SELLING
The differences between “How” and “Why” Selling…

http://blog.hubspot.com/sales/persuasion-tactics-how...
SHOW YOUR WORK, TELL A STORY
Provide a little work for free, share experiences/stories from other accounts…

10 / #BOLO201...
11 / #BOLO2013 @nickroshon
JUST SAY NO
Don’t sell clients things they don’t need – even if they ask for it…

Adobe Digital Distress Study, 2013

12 /...
FORECAST RETURNS
You cannot guarantee results, but that doesn’t mean you can’t forecast at all…

•
•
•
•

What is cost in ...
SCOPE TO DELIVERABLES, NOT JUST HOURS
Incentivize efficient work, make it clear what clients are getting…

SCOPING BEST PR...
PRIORITIZE EVERYTHING, HOLD HANDS
Don’t just instruct how to fish, get the boat out and go fishing together…

GOOD:
BETTER...
MARKET YOUR MARKETING
Make your wins noticeable through KPI-oriented reporting...
200

Rules for Reporting:

180

1)
2)
3)...
COLLABORATE WITH OTHER CHANNELS
Never take credit for wins – SEO supports the larger goal…
• PPC Ad Copy Testing influenci...
GET AGILE: ALWAYS BE SHIPPING
Don’t try to do too much at once – it’s overwhelming for both agency & client…

 Organize i...
WHAT IT LOOKS LIKE: ANOTHER EXAMPLE
Once trust and proof of concept is established, it sells itself…

2.5 MM CM
19 / ©2013...
Nick Roshon
Account Director, Covario
nroshon@covario.com
@nickroshon
20 / #BOLO2013 @nickroshon
ABOUT ME / ABOUT COVARIO
Thanks for having me!

NICK ROSHON

Account Director, Covario
•
•
•

Tech Editor of “Search and S...
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SEO: The Good, The Bad, and How to Get More Out of It #BOLO2013

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My presentation from BOLO 2013 in Scottsdale, AZ on SEO and sell it and deliver it better.

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SEO: The Good, The Bad, and How to Get More Out of It #BOLO2013

  1. 1. How to Sell & Service SEO in 2014…
  2. 2. IMPORTANCE OF SEO CONTINUES TO GROW Despite many “SEO is Dead” claims by so-called experts… How Consumers Found Websites in 2012 Report by Forrester 2 / #BOLO2013 @nickroshon
  3. 3. SAME FOR ALL OF E-COMMERCE, TOO Maybe buying stuff on the internet isn’t just a fad? eMarketer Worldwide B2C Ecommerce 2013 Forecast and Compartive Estimates 3 / #BOLO2013 @nickroshon
  4. 4. LOTS OF UNCERTAINTY / GOSSIP IN SEO It’s a mad, mad world… 4 / #BOLO2013 @nickroshon
  5. 5. BUT THAT’S NOT UNIQUE TO SEO EITHER… The truth is, maybe this stuff isn’t as easy as we all thought? Adobe Digital Distress Study, 2013 5 / #BOLO2013 @nickroshon
  6. 6. IN THE END: ROI STILL MATTERS… Money in, money out… Adobe Digital Distress Study, 2013 6 / #BOLO2013 @nickroshon
  7. 7. …AND SEO GENERATES IT. How we helped a Client blow their numbers out of the water… 258% 84% 40% 7 / #BOLO2013 @nickroshon INCREASE IN PAGE 1 VISIBILITY FOR NON-BRANDED QUERIES YOY INCREASE IN ORGANIC SEARCH TRAFFIC YOY INCREASE IN ECOMMERCE SALES COMING FROM ORGANIC
  8. 8. A few tips to make your pitches more effective & compelling… HOW TO SELL SEO 8 / #BOLO2013 @nickroshon
  9. 9. HOW VS. WHY SELLING The differences between “How” and “Why” Selling… http://blog.hubspot.com/sales/persuasion-tactics-how-vswhy-selling 9 / #BOLO2013 @nickroshon
  10. 10. SHOW YOUR WORK, TELL A STORY Provide a little work for free, share experiences/stories from other accounts… 10 / #BOLO2013 @nickroshon
  11. 11. 11 / #BOLO2013 @nickroshon
  12. 12. JUST SAY NO Don’t sell clients things they don’t need – even if they ask for it… Adobe Digital Distress Study, 2013 12 / #BOLO2013 @nickroshon
  13. 13. FORECAST RETURNS You cannot guarantee results, but that doesn’t mean you can’t forecast at all… • • • • What is cost in PPC? What is expected traffic? How long to improve? Case Studies? Adobe Digital Distress Study, 2013 13 / #BOLO2013 @nickroshon
  14. 14. SCOPE TO DELIVERABLES, NOT JUST HOURS Incentivize efficient work, make it clear what clients are getting… SCOPING BEST PRACTICES FOR SEO: • Make it clear what objectives & KPI of SOW are • Scope to deliverables, but include plenty of time to consult on implementation, training • Put project goals IN WRITING 14 / #BOLO2013 @nickroshon
  15. 15. PRIORITIZE EVERYTHING, HOLD HANDS Don’t just instruct how to fish, get the boat out and go fishing together… GOOD: BETTER: BEST: Here is a list of things wrong with your website… Here’s how you could potentially fix those things… Let’s prioritize & scope every change needed, and put a business case behind each one… 15 / #BOLO2013 @nickroshon
  16. 16. MARKET YOUR MARKETING Make your wins noticeable through KPI-oriented reporting... 200 Rules for Reporting: 180 1) 2) 3) 160 140 INCREASE IN TRAFFIC Focus on KPIs Include all channels Make it look nice 120 100 INCREASE IN REVENUE 80 60 40 DECREASE IN AD-SPEND 20 0 Clicks Revenue SEO or SEM SEO + SEM 16 / #BOLO2013 @nickroshon Spend
  17. 17. COLLABORATE WITH OTHER CHANNELS Never take credit for wins – SEO supports the larger goal… • PPC Ad Copy Testing influencing SEO Meta Descriptions • Content Strategy influenced by SEO Keyword Research • Web Design & Creative influenced by SEO Best Practices SOCIAL MEDIA PAID MEDIA REPORTING AND ANALYTICS VIDEO & BLOG STRATEGY CONVERSION OPTIMIZATION SEO Data, Deliverables & Consulting 17 / #BOLO2013 @nickroshon CREATIVE
  18. 18. GET AGILE: ALWAYS BE SHIPPING Don’t try to do too much at once – it’s overwhelming for both agency & client…  Organize in short sprints rather than huge waterfalls  Keep each sprint focused on S.M.A.R.T. goals, tied to KPIs  SEO is not a finite task, it’s an on-going process Check out my preso from BOLO 2012 on Agile SEO Here: http://www.slideshare.net/nickroshon/agile-seo-optimizing-in-realtimebolo-2012 18 / #BOLO2013 @nickroshon
  19. 19. WHAT IT LOOKS LIKE: ANOTHER EXAMPLE Once trust and proof of concept is established, it sells itself… 2.5 MM CM 19 / ©2013 Covario, Inc. All rights reserved.
  20. 20. Nick Roshon Account Director, Covario nroshon@covario.com @nickroshon 20 / #BOLO2013 @nickroshon
  21. 21. ABOUT ME / ABOUT COVARIO Thanks for having me! NICK ROSHON Account Director, Covario • • • Tech Editor of “Search and Social: The Definitive Guide to Real-Time Content Marketing” Blogger at NicksCarBlog.com, NickRoshon.com, NicksTravelBlog.com Previously Sr. SEO Strategist @iCrossing COVARIO Global Search Agency • • • • 9 Offices, 250+ Employees WW 2x winner of OMMA Search Agency of the Year Forrester “Strong Performer” in Search Marketing Wave Headquartered in San Diego, CA 21 / #BOLO2013 @nickroshon

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