Originally presented at http://www.brightonseo.com No matter what the size of your client, or whether you work for an agency or for yourself, one of the biggest challenges is being able to clearly communicate the value of SEO to your clients. From managing expectations, to defining KPIs, to identifying what to report on in order to allow your clients to understand how SEO factors within their marketing mix.

1. Communicating the value of seo Doug Platts Head of Natural Search, iCrossing 1

2. 2 definition Language Technology Demographics Data Business Audience Needs Commercial Client Objectives Landscape Identity Geographic Strategic Market Brand Seasonality Values

3. Managing expectations 3 Brand management Non-brand awareness Larger budgets Smaller budgets Long signoff/Compliance Bigger expectations More resource capacity More agile Less resource Multiple projects Higher level of understanding New to SEO Multiple agencies Sole marketing channel Market share High reliance on return Target terms (broad campaign) Target terms (focussed campaign)

4. 4 reporting Google Insight Year on year/not month on month Weighted rankings Other marketing activities Competitor data Other marketing channels Google Webmaster Tools Keep a calendar

5. 5 Kpis: good vs bad Page views Conversions Bounce rate Revenue % of traffic driven by SEO Profit Vanity terms Brand awareness Generic term visibility Time on site PageRank Tail term visibility Traffic driving keywords

6. 6 http://www.youtube.com/watch?v=mreCrKHSYYE

7. 7 Only last ‘kick’ counts http://www.youtube.com/watch?v=mreCrKHSYYE

8. the user journey

9. 9 attribution Conversions Assisted Conversions Attributed Conversions Non-brand:14 times more value brand: 9 times more value http://econsultancy.com/uk/blog/7229-social-media-and-seo-massively-undervalued-study

10. 10 Where does it work?

11. http://www.stateofsearch.com/seo-forecasting-a-poor-allocation-of-resource/ 11 forecasting

12. 12 Things to consider Client ROI Current environment Other marketing activity Budget Allocation Actual data Opportunity analysis “Educated” Guess Reforecast Many variables “standard deviation bounds”

13. 13 Google webmaster tools Back link Growth Impressions CTR Accessibility

14. 14 2011 SEO Strategy http://www.youtube.com/watch?v=vLp9Qf99DCI

15. 15 Fixed vs performance models Risk vs Reward Visibility Large Opportunity Traffic Limited Budgets Revenue Non-SEO Factors Timely Implementation

16. 16 Last few words Doug Platts Head of Natural Search @dougplatts