The Ultimate SEO Dashboard For CMOs
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On June 28th, 2017, Overdrive Interactive hosted a BrightEdge User Group. The user group provides a friendly setting where local SEO and content marketing professionals can meet and share industry insights and platform best practices while enjoying a delicious dinner and drinks. The following presentation by Erik Newton, VP Customer Marketing and Head of SEO at BrightEdge, and Jeff Selig, VP Search, Social, and Analytics at Overdrive Interactive, covers the latest search and content marketing research and strategies. To watch a recording of the presentation and see pictures of the event, visit: http://bit.ly/2u7I6zt
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The Ultimate SEO Dashboard For CMOs
- 1. BOSTON BRIGHTEDGE USER GROUP KICKOFF June 28, 2017 Erik Newton Vice President Customer Marketing and Head of SEO
- 2. Intros User group set up New research Videos POVs Certification Share Insights Tour Chicago 10/4 01 02 03 04 05 07 08 AGENDA LOTS OF CONTENT, INTERRUPT ME OFTEN https://www.brightedge.com/events/brightedge-usergroups-2017
- 3. Function? Certification? BE Certified Group? SEO Maturity? Share? Biggest SEO Challenge? SEO, Content, Management Certified? Interested? Never, a few times, regularly Basic, Foundation, Case Win, Storytelling, Integrated Been once, twice, more, not yet Technical, Content, Resources, Political, Silos GETTING TO KNOW THE BOSTON USER GROUP
- 4. CHARTER WHAT DO YOU WANT THE USER GROUP TO DO? Share ideas Share product knowledge Career development Frequency Unique online location? What else? 01 02 03 04 05 06
- 5. 1) Moderator 2) Assistant moderator Nominations? Vote? Budget: BrightEdge Must be exclusive BrightEdge user Brand No soliciting MODERATORS Functions will be more organic with customer moderator
- 6. Still find that Organic is over half of all digital marketing channels Organic and Paid, collectively, account for roughly two thirds of digital marketing activity Far and away the largest channel 51% 67% HUGE NEW RESEARCH SEO Channel Share Organic 51% Social 4% Paid 15% Other 30% Channel report
- 7. MOBILE • 82% of query results are different on desktop vs mobile • 44% of the time the first page that ranks is a different page NEW RESEARCH
- 9. 1. User experience 2. Reputation 3. Tracking and Analytics 4. AMP 5. PWAs 6. Ranking signal 7. Imperative & Requirement Yes, you must go to HTTPS in 2017 QUICK POV: HTTPS
- 10. Yes, they have marketing and SEO value QUICK POV: PRESS RELEASES 1. Generate traffic 2. Rank on topic within PR sites 3. Organize news flow 4. Expand site content
- 11. 1. Voice search is expected to reach 50% share of queries by 2020 according to Comscore 2. Could be as large a growth factor in search as mobile was between 2012 and 2017 3. Juniper predicts combined digital assistant prevalence to grow 255% to 5.5 billion by 2021 Yes, you should start engaging a voice strategy in 2017 QUICK POV: VOICE SEARCH
- 12. . Ultimate SEO Dashboard For CMOs The right SEO dashboard can translate raw SEO data into compelling stories that empower and persuade decision-makers
- 13. Today’s Presenters Jeff Selig Overdrive Interactive • VP, Earned Media and Analytics • Makes things for websites people click • Bought 1st domain 1994
- 14. Bridge the gap between SEO’s importance and the attention it usually gets from management Photo:http://www.thezooom.com/2012/06/2818/
- 15. Agenda – Breakthrough SEO Communication • Preparation • Data • Storytelling • 10 Key Pieces to the Ultimate SEO Dashboard
- 16. 7 Questions CMOs Need Answered 1. How are we doing? 2. Are we doing better than last year? 3. Are we growing our brand? 4. Are we doing better than the competition? 5. Are we growing revenue? 6. How is Germany performing? (GEO) 7. How can we do better?
- 17. CMO’s Increased Accountability in 2016 • Growing expectations of marketing and accountability for results Source: Gartner: CMO Spend Survey 2015-2016: Digital Marketing Comes of Age % of marketers own or share P&L responsibility 73% % say they plan to have a P&L in the next 24 months 18% Only 9% don’t expect to have P&L responsibility
- 18. How Are You Doing?
- 19. NewCo’s Sample Dashboard • https://app18.brightedge.com/dashboard/7931
- 20. Summary – Breakthrough SEO Communication The right SEO dashboard can translate raw SEO data into compelling stories that empower and persuade decision-makers
- 21. • BrightEdge certification • Join the BrightEdge Certified group • BrightEdge Content Writer Training Free and unlimited CERTIFICATION
- 22. We are looking for partners for: • Integrated search, paid search optimization • Voice search • Quick answers • Page load speed • Other? Let’s work on a case together CASE STUDIES
- 23. https://chicago.events.brightedge.com SHARE17 IN CHICAGO and SAN FRANCISCO Watch the video here: https://videos.brightedge.com/share16/BrightEdge-Global-Insights-Tour.mp4
- 24. Responsive site is a given Go to HTTPs Add gated page link to every SEO landing page Check your page load speed Get certified and go to BrightEdge Certified Group and post Certify a colleague to build SEO team Think about integrated search and talk to a paid search manager Harvest keywords by strategy and build into tactical workflow Advance SEO maturity by defining an experiment and case Start to get ready for voice search by building focus on rank 0 and 1 Benchmarks and tactics to confirm or try in the office on Thursday 10 TAKEAWAYS AND FOLLOW UPS
Editor's Notes
- What do CMOs care about? When we meet with CMOs they are less concerned about marketing tactics and more concerned about the brand and how they are going to increase performance. are they doing better than the competition? Are they doing better than last year? How are their investments paying off and the ultimate dashboard has to show that. We typically see around 50% or more traffic to a site through the organic channel. Bridging the communication and performance gap is the key to gaining better buy in at the board level.
- I love the dashboard in the car. Not only do I like how it looks, I like how it provides me with a lot of valuable information. There is a computer screen that displays GPS information, as well as some statistical information regarding the gas mileage and several other things I do not pretend to understand. To me, the dashboard of a car provides two types of information; current status and summary. Current status information provided could include speed, gas levels, RPM, tire pressure, and possible engine problems. This is all critical information while I am operating the car. Based on the information in front of me, I can make adjustments as needed to my speed, or decisions regarding when I need to stop for gas or service. Without this type of information in front of me, I would probably owe a lot of money for speeding tickets, and I would often find myself on the side of the road because I ran out of gas, had a flat tire, or broke down. Summary information could include statistical information such as average mile per gallon. This type of information is gathered by looking at data over a period of time. Summary information, such as gas mileage, helps me understand the cost of operating my car. Imagine if I could enter the cost of gas over the past several months into the computer in my car, then the dashboard could show me information like how much it costs me to go to the store, or to drive into the city. Displaying how much it costs to drive to the store instead of the average gas mileage would instantly show me something I understand; money.
- So as mentioned earlier, we speak to CMOs all the time and these are their questions about SEO and marketing performance across their programs in general. Regardless of B2B or B2C, performance is ultimately measured at the bottom line and as we have seen over the past several years the CMO and CFO alignment continues to strengthen and accountability for the marketer also continues to rise.. Given the registration we seen a tremendous amount of VPs and CMOs on the line. Would you agree that these are the 7 key questions but especially about SEO which is much harder to quantify FOR THIS CLIENT……………………
- How do we know this. Lets start form the top and define the CMO quandary
- Hero image, scorecard view in order similar to moneyball. Rankings helps traffic which drives conversions and of which a percentage becomes MQLs SQL and feeds the pipeline. What's is a hero image and how does it work. How are we doing?
- Here is a real overdrive client we have sanitized the names to protect the client identity