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Preparing for an SEO pitch

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Tom Wigley's super-useful presentation on pitching SEO. How to approach the topic, how to understand potential traffic, and some key points to remember about your presentations

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Preparing for an SEO pitch

  1. 1. 1PreparingForA PitchResearchTechniquestoImpressClients
  2. 2. 2Some quick tips and tricks to get rapid data for a pitch thatwill impress clients and show that you have gone the extramile towards understanding their particular SEO issues
  3. 3. WhenItComesToPitching–ThingsGetStressfulPressure oftightdeadlines!Addedpressure onresources!Pressure towin newbusiness!
  4. 4. 4We’llBePitchingAgainstAgenciesOfferingPOSITION 1 RANKINGSPAYMENT ON RESULTSFREE OF CHARGE WORKGAME-CHANGING IDEASIMPROVED ROICOMPLETELY NEW APPROACHES
  5. 5. 5AgainstAllThis-WeNeedToStandOut
  6. 6. 6WeHavetoDemonstrateAClearResultsDrivenStrategyFrom hereTo here
  7. 7. 7#1The State Of Play
  8. 8. 8DifficultToGaugePerspective
  9. 9. 9ComparingAgainstCompetitorsAddsClarity
  10. 10. 10InformOfDecreasingBrandSearches
  11. 11. 11IncreasingInterestinGenericGrowth
  12. 12. 12ShowTotalPlaceInTheMarket–AllChannels*Source – Hitwise, Avg Monthly Visits 2013
  13. 13. 13#2Quantify Performance
  14. 14. 14
  15. 15. 1. Take all the keywords we want to target – estimate traffic2. Calculate where we can get them to – estimate traffic3. Work out the difference15ThisBasicallyMeans
  16. 16. The key to calculating the return on a campaign is to identify the websitesexisting rankings.You can use Google Webmaster Tools – Export for your region/web only. Google Analytics – may be integrated with GWT data. SearchMetrics – Run a report. Manual ranking checks – Not ideal particularly for larger numbers16GettingStarted–WhereDoTheyRank
  17. 17. 17
  18. 18. You wont want to project every keyphrase they rank for.Try the following:1. Do you have PPC keywords automatically categorised? Use these actualcategories2. Use excel to choose keywords that contain a certain phrase3. Use “allintitle:keyword” to identify competitiveness4. Look at the clients website – are they more relevant for a certain market?18IdentifyCampaignFocus
  19. 19. “We’ll improve yourvisibility in the 4x4 andhybrid car markets”19TheseTargetsDefineThePitchStory“We’ll improve yourvisibility for these random,high volume keywords”Nicer story that resonate more with theclient – Try to use categories
  20. 20. 20RunEveryKeywordThroughGoogleKeywordToolSign in to increase the keyword limit to 2500
  21. 21. 21AlignThisNextToYourKeywords
  22. 22. 22MultiplyByCTRAtThatPositionAn easy way todo this is addCTR forPositions onto anew tab anduse VLOOKUPto getcorrespondingCTR.The total of these estimated traffic volumes is your benchmark.
  23. 23. 23RepeatTheSameButForAProjectedPositionThe total of these projected traffic volumes is your target.
  24. 24.  From these two figures you can then easily calculate the ROI dependant onthe proposed cost. Calculating the % visibility, rather than using traffic numbers can make amore compelling story. You may want to annualise these figures if traffic volumes are low.Note – Remember the projections are target monthly volumes, meaning youwouldn’t expect to receive this level of traffic until the end of the campaign.24FinishingItOff
  25. 25. https://docs.google.com/spreadsheet/ccc?key=0AnwC2yfsObkSdFVsZFFac2RZbDVFNXE5U1dNUXpsbFE&usp=sharing25GoogleDocsTemplate
  26. 26. 26Toyota.co.ukCaseStudy
  27. 27. 27Toyota.co.ukCaseStudy
  28. 28. 28#3Taking The Initiative
  29. 29.  Keyword research Competitor analysis Link building Ranking reports…are all phrases they will haveheard before29WeNeedToGoBeyondJustFundamentalSEOClients want ideas on how tomake things better.
  30. 30. ContentInitiativesEnhanceGreatFundamentalsFundamental SEO Content Initiatives Technical optimisation Slow burn, on-goingimprovement Build a broad range oflinks Content led initiatives Something that peoplereally want to use Much more likely to beshared and linked to
  31. 31. 31ContentInitiativesLandmark contentinitiatives should allow usto take their campaign tothe next level
  32. 32. BringSpecificIdeasThePitch
  33. 33. Upload on siteo2.co.uk/tools/widgetsDistributeCreateWithAPlanForDistribution
  34. 34. 34#4Real Quick Wins
  35. 35.  Find pages with link equity that produce 404 errors. Find areas of their website that are redundant and could be integrated backinto the main website. Find title tag improvements and prove the potential traffic that comes fromaligning them to something else. Find technical opportunities (such as canonicals) that could be fixed veryeasily.Try to always keep things positive. Opportunities not issues.35SomeRealQuickWins
  36. 36. 36O2Example–LinkEquity
  37. 37. freesim.o2.co.uk www.o2.co.uk/freesimReverse proxyO2Example–ReverseProxy
  38. 38.  Do we demonstrate total expected revenue from markets/improvements? Is there an explicit breakdown of costs? Is there an explicit breakdown of potential revenue? Does it tell a coherent story? Are we being committed, impactful, honest? Does it instil values of being better than average? Demonstrate the bigger picture? Is language simple? Transparency - what we will do, what we have done?38QuestionsToAskYourself

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