From the 2010 Online Marketing Summit (OMS)
Converting ‘the promise’ of SEO into business metrics. In this session, you’ll learn how to define real market opportunity that SEO offers your organization, how to demand business-centric SEO metrics from your search team, and create a company-wide culture that embraces SEO.
You will take away from this session several tools to help you define your opportunity, set expectations and a game plan, and finally how to report on SEO game plan.
SEO tools include:
SEO Market Opportunity Calculator SEO
SLA Agreement
Share of Search Calculator
DATMM Scoring Method
SEO Maturity Worksheet
To download these resources, please visit: http://www.conductor.com/resource-center/presentations/3-step-program-drive-your-business-bottom-line-using-natural-search
Presented 12/1/09 to Social Media Breakfast, Seattle chapter.
AUDIENCES: Marketing VPs, Directors; agency account directors
SYNOPSIS: I run across many presentations on "social media strategy" but never on how to craft one. This is my take, done overnight with lots of coffee and little sleep. I welcome feedback to this document, which describes how the marketing practice needs change, how engagement and trust are the keys to revenue, and things to cover in creating an engagement strategy.
Why Data Virtualization? An Introduction by DenodoJusto Hidalgo
Data Virtualization means Real-time Data Access and Integration. But why do I need it? This presentation tries to answer it in a simple yet clear way.
By Alberto Pan, CTO of Denodo, and Justo Hidalgo, VP Product Management.
The Top 5 Performance Management ToolsBernard Marr
Summary of a report that looked at the state-of-the-art in performance management. It identifies the top 5 tools used today to manage performance and adds some words of advice.
Key Performance Indicators (KPIs) should be used to understand performance and drive better decision-making. However, most companies struggle to find the vital few KPIs. Here is a list of the 25 top KPIs is use today.
Presented 12/1/09 to Social Media Breakfast, Seattle chapter.
AUDIENCES: Marketing VPs, Directors; agency account directors
SYNOPSIS: I run across many presentations on "social media strategy" but never on how to craft one. This is my take, done overnight with lots of coffee and little sleep. I welcome feedback to this document, which describes how the marketing practice needs change, how engagement and trust are the keys to revenue, and things to cover in creating an engagement strategy.
Why Data Virtualization? An Introduction by DenodoJusto Hidalgo
Data Virtualization means Real-time Data Access and Integration. But why do I need it? This presentation tries to answer it in a simple yet clear way.
By Alberto Pan, CTO of Denodo, and Justo Hidalgo, VP Product Management.
The Top 5 Performance Management ToolsBernard Marr
Summary of a report that looked at the state-of-the-art in performance management. It identifies the top 5 tools used today to manage performance and adds some words of advice.
Key Performance Indicators (KPIs) should be used to understand performance and drive better decision-making. However, most companies struggle to find the vital few KPIs. Here is a list of the 25 top KPIs is use today.
50 Customer Service Quotes You Need to Hang In Your OfficeDesk
Customer service is tough in any industry. However, companies and organizations that produce incredible service to every customer have a clear competitive advantage. To remind you of the amazing opportunities that powerful customer service holds, here is a compilation of insightful words of wisdom from the best in the business.
Curious about Desk.com? Download this free kit to get started: http://bit.ly/FreeCustomerServiceKit
Ballast Water Treatment with VOS™ | N.E.I. Treatment SystemsNEI Marine
Ballast Water Treatment using Venturi Oxygen Stripping (VOS) to eliminate harmful aquatic organisms. VOS is Type Approved and exceeds IMO ballast water treatment discharge standards. VOS is also Flag Approved, reduced ballast tank corrosion is intrinsically safe and does not use active substances. Learn more at http://www.nei-marine.com.
OOW15 - Testing Oracle E-Business Suite Best Practicesvasuballa
This session presented by Oracle and a customer, provides an overview of how the quality assurance team tests Oracle E-Business Suite. The session covers main areas that you should consider during functional testing, approaches for new feature and regression testing, how to reduce the test script generation and execution time, experiences on capturing and presenting metrics to showcase the ROI of a testing investment, leveraging automation for testing Oracle E-Business Suite applications, and more.
Top 10 Secrets of Successful SEO CulturesConductor
This presentation was prepared for Search Exchange 2011 and presented by Conductor CEO Seth Besmertnik.
Whether you are a big or small company, global brand or local business, SEO represents the most cost effective opportunity for you to get more traffic, grow conversions and increase revenue. Seth shares the top 10 winning SEO secrets used by leading brands to consistently stay on top of the search engines.
The Future of SEO (in conjunction with SEMPO)Conductor
Technology is fundamentally changing the way SEO is practiced. Download Conductor’s webinar with Nathan Safran, Senior Research Analyst, to learn:
View the replay and download this presentation to learn:
-What are marketers' attitudes towards SEO in terms of budget, metrics and keyword management?
-What are the key stumbling blocks that keep the SEO from scaling their keywords and achieving success in natural search?
-How is technology enabling the SEO to focus on high-impact revenue producing activities?
SEO and User Experience (UX): A Vision of CollaborationJonathon Colman
It’s not enough just to rank highly and drive keyword traffic these days (if you can even do that after Google’s Panda algorithm update). You also need to win over the customer by providing breakthrough experiences that anticipate their needs while providing real, tangible value. The new generation of SEOs understands this, which is why they’re also focused on information architecture and user experience.
In this session, you’ll see world-class examples of how you can bring these disciplines together in your companies and organizations in order to delight your users, plug holes in your conversion rate, and drive more qualified traffic. No “best practices” or baseless theories here – just real-life tactics that solved problems and drove conversion. SEOs and IA/UX pros don’t need to butt heads (or headbutt!) when they can collaborate together to improve the cross-channel experience.
Are you having trouble meeting the needs of your users while growing your traffic? This is the panel for you.
Originally presented by Jonathon Colman, John Goad, Mike Pantoliano, Michael King, and Ben Lloyd at the first-ever Seattle Interactive Conference (SIC 2011) in Seattle, Washington.
You can learn more about Jonathon Colman at http://www.jonathoncolman.org/
Internet Marketing and SEO Syracuse NY Brian Bluff
SEO Syracuse NY: Internet Marketing / Search Engine Optimization (SEO) Program Overview Presented to Syracuse University Marketing Class, Syracuse, NY on 03/31/10.
Site-Seeker has been providing SEO services in Syracuse for the past decade. Our offices are located in New Hartford, NY outside of Utica, NY. Site-Seeker talented staff are skilled in the following areas: SEO (Search Engine Optimization), SEM including PPC (Pay Per Click management), Website Design and Development, Social Media, and the development and implementation of Internet Marketing Strategies. http://blog.site-seeker.com/seo-syracuse-ny/
50 Customer Service Quotes You Need to Hang In Your OfficeDesk
Customer service is tough in any industry. However, companies and organizations that produce incredible service to every customer have a clear competitive advantage. To remind you of the amazing opportunities that powerful customer service holds, here is a compilation of insightful words of wisdom from the best in the business.
Curious about Desk.com? Download this free kit to get started: http://bit.ly/FreeCustomerServiceKit
Ballast Water Treatment with VOS™ | N.E.I. Treatment SystemsNEI Marine
Ballast Water Treatment using Venturi Oxygen Stripping (VOS) to eliminate harmful aquatic organisms. VOS is Type Approved and exceeds IMO ballast water treatment discharge standards. VOS is also Flag Approved, reduced ballast tank corrosion is intrinsically safe and does not use active substances. Learn more at http://www.nei-marine.com.
OOW15 - Testing Oracle E-Business Suite Best Practicesvasuballa
This session presented by Oracle and a customer, provides an overview of how the quality assurance team tests Oracle E-Business Suite. The session covers main areas that you should consider during functional testing, approaches for new feature and regression testing, how to reduce the test script generation and execution time, experiences on capturing and presenting metrics to showcase the ROI of a testing investment, leveraging automation for testing Oracle E-Business Suite applications, and more.
Top 10 Secrets of Successful SEO CulturesConductor
This presentation was prepared for Search Exchange 2011 and presented by Conductor CEO Seth Besmertnik.
Whether you are a big or small company, global brand or local business, SEO represents the most cost effective opportunity for you to get more traffic, grow conversions and increase revenue. Seth shares the top 10 winning SEO secrets used by leading brands to consistently stay on top of the search engines.
The Future of SEO (in conjunction with SEMPO)Conductor
Technology is fundamentally changing the way SEO is practiced. Download Conductor’s webinar with Nathan Safran, Senior Research Analyst, to learn:
View the replay and download this presentation to learn:
-What are marketers' attitudes towards SEO in terms of budget, metrics and keyword management?
-What are the key stumbling blocks that keep the SEO from scaling their keywords and achieving success in natural search?
-How is technology enabling the SEO to focus on high-impact revenue producing activities?
SEO and User Experience (UX): A Vision of CollaborationJonathon Colman
It’s not enough just to rank highly and drive keyword traffic these days (if you can even do that after Google’s Panda algorithm update). You also need to win over the customer by providing breakthrough experiences that anticipate their needs while providing real, tangible value. The new generation of SEOs understands this, which is why they’re also focused on information architecture and user experience.
In this session, you’ll see world-class examples of how you can bring these disciplines together in your companies and organizations in order to delight your users, plug holes in your conversion rate, and drive more qualified traffic. No “best practices” or baseless theories here – just real-life tactics that solved problems and drove conversion. SEOs and IA/UX pros don’t need to butt heads (or headbutt!) when they can collaborate together to improve the cross-channel experience.
Are you having trouble meeting the needs of your users while growing your traffic? This is the panel for you.
Originally presented by Jonathon Colman, John Goad, Mike Pantoliano, Michael King, and Ben Lloyd at the first-ever Seattle Interactive Conference (SIC 2011) in Seattle, Washington.
You can learn more about Jonathon Colman at http://www.jonathoncolman.org/
Internet Marketing and SEO Syracuse NY Brian Bluff
SEO Syracuse NY: Internet Marketing / Search Engine Optimization (SEO) Program Overview Presented to Syracuse University Marketing Class, Syracuse, NY on 03/31/10.
Site-Seeker has been providing SEO services in Syracuse for the past decade. Our offices are located in New Hartford, NY outside of Utica, NY. Site-Seeker talented staff are skilled in the following areas: SEO (Search Engine Optimization), SEM including PPC (Pay Per Click management), Website Design and Development, Social Media, and the development and implementation of Internet Marketing Strategies. http://blog.site-seeker.com/seo-syracuse-ny/
This webinar was presented by Blueliner CEO, Arman Rousta on October 27th, 2010. It features Blueliner Marketing's methodology and digital strategy. Information on future webinar events can be viewed on http://www.bluelinerny.com/events
7 Key Elements for an Effective SEO Strategy - WebforKevin Getch
In this presentation I cover some of the key elements that your SEO strategy should address including on-site technical seo, links, citations, reviews, a content plan, a focus on user experience, bench marking and analytics as well as an in-depth understanding of your customer.
How to make the corporate C-Suite better aware of the value of SEO and how to increase profits. Ash Nallawalla describes how the SEO position is buried too deep in corporate structures and why it needs to be raised higher, possibly with an accountable manager tasked with "website success". He suggests alternative titles for such a role, such as Chief Web Officer, Chief Webmaster, Web Success Officer and so on.
Understanding Search: Techniques for getting sound is a short explanation of how search engines determine their ranking and how you as a company can make changes to your website to increase your results. This presentation talks about SEO, and Web Analytics among other things.
What's Going on with Google? SEO for Property ManagersAppFolio
There are a lot of changes coming to the ways that search engines prioritize your website’s search ranking... and they could affect your bottom line as a property manager more than you might think.
Check out these slides to learn:
Why Google is putting mobile-friendly sites first
What your search ranking says about your profits
How you can keep the #1 search result in your area
What you can do to improve your overall web presence
iPullRank Webinar - Forecasting and Calculating ROI for SEOMichael King
Aligning value to SEO starts with calculating the return on investment, or ROI. By taking the cost of investment into account, it’s easier to calculate the impact SEO efforts make on the bottom line.
In this webinar, we will be diving into why it's important to forecast and calculate ROI for SEO, and how to do so.
Because calculating ROI for SEO isn’t as simple as it is for other marketing channels, it’s normal for businesses to value alternative marketing efforts over SEO.
Important topics we will be covering include:
-- The Importance of ROI for SEO
-- How to Forecast SEO ROI
-- How to Measure SEO Performance
-- How to Calculate SEO ROI
Similar to Drive Your Business' Bottom Line Using Natural Search in a 3-Step Program (20)
Conductor C3 2019 - SEO + Paid: Better TogetherConductor
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Paid and organic: can this marriage be saved? You may find it’s easier (and more important) than you think.
Learn more at c3.conductor.com
Conductor C3 2019 - NLP and Search Intent: What Happens in Vagueness Stays in...Conductor
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As the amount of digital content search engines must make sense of increases, so too does the importance of clarity in the written and spoken word. In this session, you’ll learn about challenges and developments in NLP (natural language processing) and how to disambiguate vagueness to focus intent and content in your SEO tactics and strategy.
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Learn more at c3.conductor.com
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Conductor C3 2019 - How to Supercharge Traffic with Evergreen ContentConductor
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Drive Your Business' Bottom Line Using Natural Search in a 3-Step Program
1. Due to subject matter, viewer
discretion is advised
The following PowerPoint includes a
dramatization that is drawn from a
variety of experiences with
many fortune 500 and successful companies
who ultimately fail miserably at SEO
For dramatic and narrative purposes, this
PowerPoint contain fictionalized scenes that
may make you feel uneasy about your
company, competition
and the purpose of existence.
0
2. Once upon a time ….
CEO: Our competitors are
beating us at this SEO
thing
We are losing market
share quickly
CFO: I’ll create a 500k
budget and we will crush
everyone – let’s get the
best seo agency/people
around
HAHAHAHHAHAHAHAHA –
We will crush them
ACME Board of Directors
1 Seth Besmertnik, CEO - Twitter: @Besmertnik seth@conductor.com
3. So the CMO took action
Bob Smith, Director of SEO
TWO SUPPORT STAFF
2 Seth Besmertnik, CEO - Twitter: @Besmertnik seth@conductor.com
4. Timeline
First 2 Months 2-4 Months Month 5
•Keyword •Exhaustive site •Communication
Discovery audit
Process •Roll Out Time
•List of recos for Frame
•Strategic engineering
Planning
•Content
suggestions
Months 6-12
• Suggestions weren’t implemented
• Progress was measured with PPC metrics and
expectations
• SEO didn’t have a positive comparable CPC
3 Seth Besmertnik, CEO - Twitter: @Besmertnik seth@conductor.com
5. What the CMO (Jim) says – What the SEO thinks
We’re doing SEO
We’re building
Web 2.0
Who do I have
to pay to get a
change to
our CMS?
When is our tee time?
Why did they
hire me if
they’re
not going
to listen?
Maybe I
Should make
another
“Importance
of SEO”
deck…..?
4 Seth Besmertnik, CEO - Twitter: @Besmertnik seth@conductor.com
6. What Happened?
INTERNAL AGENCY BUDGET
HEADCOUNT
5 Seth Besmertnik, CEO - Twitter: @Besmertnik seth@conductor.com
7. A 3-Step Program to Drive Your Business'
Bottom Line Using Natural Search
Seth Besmertnik, CEO
February 24th, 2010 at OMS
8. Everything You See Today Will Be Available for Download
• This Presentation
• All the tools and resources
www.conductor.com/oms
Seth Besmertnik, CEO -
7 Twitter: @Besmertnik
9. About Conductor, Inc.
• Conductor has developed the leading
platform for analyzing, managing,
and optimizing natural search for the
Mid-Market and Enterprise –
Conductor Searchlight
• 65+ employees, with backgrounds
from Google, Yahoo, MSN, agencies,
and technology providers
• Largest technology company focused
on “the SEO problem”
• We have 200+ Fortune 1000 &
Internet Retailer 500 customers
• Successfully helped create an SEO
culture for many companies
Seth Besmertnik, CEO - Twitter: @Besmertnik seth@conductor.com
10. Quick Thoughts on the State of SEO and Mid-to-
Large Companies Today
9
CONFIDENTIAL
11. Natural Search is most under spent channel in web marketing
CMOs are excited by the potential of SEO but extremely frustrated by the lack
of accountability and ability to measure ROI
11.8 billion monthly searches
across major engines (growing by
25% per year)
Natural Traffic
Paid
86% of all 86% 14% Only 14% of all
search engine clicks search engine clicks
Spend
11% of search spend 11% 89% of search spend
89%
Market Size = ? Market Size = $10.7 bn
Sources: Forrester
Seth Besmertnik, CEO - Twitter: @Besmertnik seth@conductor.com
12. Untapped Potential in Natural Search
11 Seth Besmertnik, CEO - Twitter: @Besmertnik seth@conductor.com
13. The Evolution of SEO SEO is Getting More Complicated
1998 2000 2002 2004 2006 2008 2010
12 Seth Besmertnik, CEO - Twitter: @Besmertnik seth@conductor.com
14. A 3 Tiered Approach to Creating an SEO Culture
Expectations Make
Define the
and a Reporting a
Opportunity
Game Plan Cornerstone
Campai
Keywor gn
d Booking Level
Metrics Traffic s ROI
Ranking Attributi Overall
s on ROI
13 Seth Besmertnik, CEO - Twitter: @Besmertnik seth@conductor.com
15. Define the Opportunity
If you don't know what's out there…
…how do you know how much you have?
14
CONFIDENTIAL
16. Define the market opportunity
Get someone in your organization to:
Isolate keywords for top 50,100,1k,2k, non-branded terms
Gather volume and ranks
Use a CTR Curve to define potential visitors
(If you can, get PVV data for each keyword)
Download worksheet from Conductor.com/oms
15 Seth Besmertnik, CEO - Twitter: @Besmertnik seth@conductor.com
17. What is SEO Worth to Your Organization? (Define the Market)
Total Realized Opportunity
160mm Visitors
Total Unrealized Opportunity
1 Billion Visitors
You can download
this template from
conductor.com/oms
16 Seth Besmertnik, CEO - Twitter: @Besmertnik seth@conductor.com
18. Where are you heading?
17 Seth Besmertnik, CEO - Twitter: @Besmertnik seth@conductor.com
19. Create a Game Plan for Success
Educate, Manage Expectations, Create Success Metrics, and Establish
Milestones
18
CONFIDENTIAL
20. SEO Touches Everything
Direct Marketing
Editorial
PPC SEO Public
Relations
PPC
IT
19 Seth Besmertnik, CEO - Twitter: @Besmertnik seth@conductor.com
22. SEO Maturity Cycle
Compete
Scale
Measure Share of search
calculations
Invest Opportunity
Try Move from SEO discovery Monitoring & alerts of
important SEO changes
Internal / metrics to
business Specialist
Education & agency External validation
metrics resources & auditing
evangelism investment
Regular and Real SEO Lost opportunity
Small/shared Tactical focus cost identification
systemic ROI prioritization
resources
No auditing reporting
Attribution
No formal modeling
No scale Shift from
mgmt around SEO
tactical to
process
No ROI strategic
21 Seth Besmertnik, CEO - Twitter: @Besmertnik seth@conductor.com
23. The Evolution of an SEO Budget Scale
(Stage 5)
Try
(Stage 1)
Headcount Engineering Content
Technology Link Building Continuing Ed
Headcount Engineering Content
Technology Link Building Continuing Ed
22 Seth Besmertnik, CEO - Twitter: @Besmertnik seth@conductor.com
24. SEO is all or nothing
Headcount Engineering Content
Link Continuing SEO
Technology
Building Education Success
∞ x 0=0
23 Seth Besmertnik, CEO - Twitter: @Besmertnik seth@conductor.com
25. SEO Maturity Cycle Worksheet
You can download
this template from
conductor.com/oms
24
26. SEO Assessment
Audit Each of 4
Categories:
• Site/Technical
Optimization
• Content Optimization
• Offsite Issues
• Tracking and Metrics
You can download
this template from
conductor.com/oms
25 Seth Besmertnik, CEO - Twitter: @Besmertnik seth@conductor.com
27. The need for an SEO Service Level Agreement
• SEO needs cross-functionality
• Create an SEO task force
• Agree on minimum service
levels
You can download
this template from
conductor.com/oms
26 Seth Besmertnik, CEO - Twitter: @Besmertnik seth@conductor.com
28. Reporting – The Roadmap to Continued Success
27
CONFIDENTIAL
29. Reporting Overview
• Continue to create urgency around competition
• Report on non-business metrics in a ‘business’ manner
• Think outside the box around ‘Soft’ ways to evangelize SEO
28 Seth Besmertnik, CEO - Twitter: @Besmertnik seth@conductor.com
30. Stepping Stone SEO Metrics
Create a timeline on maturing your metrics
Q1 Q2 Q3 Q4 Q1 Q2
MILESTONES GOALS
Average
Keyword Page Overall
Metrics Scoring Rankings Conversions ROI
Recos # of Traffic Attribution Campaign
Made Indexed, Level ROI
backlinks
Etc…
PRE-TRAFFIC POST TRAFFIC
Seth Besmertnik, CEO - Twitter: @Besmertnik seth@conductor.com
31. Stepping Stone SEO Metrics
Create a timeline on maturing your metrics
Q1 Q2 Q3
MILESTONES
Average Page
Keyword Metrics Scoring Rankings
Recos Made # of Indexed,
backlinks
Etc…
Seth Besmertnik, CEO - Twitter: @Besmertnik seth@conductor.com
32. Keep urgency alive with Share of Search reporting
You can download
this template from
conductor.com/oms
31 Seth Besmertnik, CEO - Twitter: @Besmertnik seth@conductor.com
35. SEO Reporting is Not Just Excel and Powerpoints
Make Everyone Aware of the Wins and Let
them Share the Success
34 CONFIDENTIAL
36. Don’t Stop – Keep Using External Data Inputs
35 CONFIDENTIAL
37. Take-Aways
•Define the Opportunity
– $6 million in lost opportunity means more than ‘We should be doing SEO’
•Create a Game Plan
– Continual Improvement - Don’t settle for yesterday’s success
– Technology scales faster than people
•Measure Success
– Report like crazy – SEO success is a board level business metric
36 CONFIDENTIAL
38. Download these resources at:
www.conductor.com/oms
Ask me questions on Twitter -- @Besmertnik
Opportunity Game plan Report
MARKET OPPORTUNITY CALC SHARE OF SEARCH CALC
SEO SLA AGREEMENT DATMM SCORING MODEL
37 Seth Besmertnik, CEO - Twitter: @Besmertnik seth@conductor.com