Are you tired of constantly defending your SEO budget to the C-suite? In this presentation, Andreas Dzumla, Founder at Longtail UX and former Googler, will share how you can communicate the value of SEO and demonstrate its ROI. You will learn how to: - Calculate SEO ROI on new customer acquisition at the keyword level. - Implement those insights into thousands of new web pages without creating a single Jira ticket. - Attribute your company’s revenue growth to your SEO efforts. One of the biggest challenges for SEO professionals is measuring your return on investment. If you can’t demonstrate your ROI, your budget and your role are at risk. It doesn’t have to be that way. What does your company’s C-suite want to hear in uncertain times like these? They want new insights. They want quick wins. They need to know how your team can quickly generate new customers without disrupting the tech team’s already bursting backlog. Dzumla will walk you through a new approach to solve these problems.

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@LongtailUX
Convert SEO from a cost
centre into a measurable
revenue generator
Starting at 3 pm PST

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@LongtailUX
My background:
• Ex-Google Lead Product Specialist; Worked with the
core team in Mountain View on the first AdWords
Editor, first Mobile Ads, and the introduction of Quality
Score
• Experience in large scale ecommerce; Vistaprint, a
vertical search engine start-up, and led a Dentsu
Aegis performance agency
• Patents in SEO and SEM
• Co-founder, Co-CEO and inventor of Longtail UX, VC-
backed landing page automation technology (and
much more)….
A fun fact:
• It has been said that I don’t read enough SEO blogs –
I consider that one of my secrets to success J
Co-Founder & Co-CEO Longtail UX
Andreas Dzumla

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@LongtailUX
Today’s webinar is not for you if…..
• You are looking for a list of quick fix SEO tips and tricks
• If you don’t like automation in 2020 and think in 2025 you can still do everything
manually
• You’re ok with giving recommendations and 90% of them are never
implemented
• You don’t like to measure and compare your results

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@LongtailUX
This webinar IS for you if…..
• You are interested in a different perspective on SEO
• You’d like to have a bigger impact on your company’s success
• You want to be able to demonstrate your results to your CMO – or other C-Suite like
the CFO and CEO
• You’d like to have a bigger SEO budget
• You want to have future career progression spanning more than ‘just’ SEO

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@LongtailUX
Problems we will address
How to measure brand vs. non-brand SEO revenue – why this is important
• Brand keyword SEO revenue is driven by anything except SEO: TV ads, banner,
Social etc etc.
• Non-brand keywords SEO revenue is what you can really drive - but you cannot
currently measure it properly. We’ll show you how you can do this
How to measure ROI in SEO – why this is important
• So you can demonstrate the value of your work to C-Suite or anyone outside of SEO

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@LongtailUX
• To not leave all the budget to your friends in Paid Search
• To not restrict your career progression; SEO with its standalone tools and metrics is one of
the easiest bubbles to get into, and one of the hardest to get out of
How to overcome SEO limitations by your CMS, UX and tech resources – why is this
important
• You can be the best SEO in the world, but 90% of the exciting stuff you recommend onsite
depends on someone else
• Separating new page creation from main site navigation is a great risk mitigator
Problems we will address…continues

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@LongtailUX
Why I’ll talk about Longtail UX
• It offers a completely new (US-
patented) way on how to do SEO
• It summarizes a different
perspective and the benefits for
you and your business clearly
• We provide a free assessment
tool to help you calculate your
opportunity

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@LongtailUX
scorecard.longtailux.com
Before we start, take
a sneak peak of our
free assessment tool;
• Calculates Brand
vs. Non-Brand
SEO revenue

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@LongtailUX
scorecard.longtailux.com
• Gives you unique
SEO KW insights
and suggestions

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@LongtailUX
scorecard.longtailux.com
• Shows you additional
revenue opportunity if you
partner and work with
Longtail UX

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@LongtailUX
scorecard.longtailux.com

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@LongtailUX
Why is it that SEO seems to
get no respect?

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@LongtailUX
Poll
a. Less than 50%
b. Between 50-70%
c. More than 70%
d. I don’t know
“How much of
your website traffic
come from SEO?”

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@LongtailUX
A third of Total Digital Ad Spend
worldwide goes to Google
Search advertising spending worldwide from 2009 to 2019
(in billion US dollars)

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@LongtailUX
There’s a huge pot of money in Search
marketing
Paid Search
• US $136,000,000,000 ad spend /yr
• Measurable ROI at keyword level
• Lots of automation tools

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@LongtailUX
Organic Search
• 70% of clicks go to Organic
• Historically lacked automation tools
• No visibility, hard-to-measure ROI,
thus constrained budgets
Organic
Search
But what about Organic Search?

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@LongtailUX
Paid Search, full transparency
• ROI data down to Search
query level =
• Efficient budget decisions

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@LongtailUX
No revenue data
Organic Search, zero transparency
98.8% keyword “not provided”
• Impossible to make efficient budget decisions

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@LongtailUX
Poll
a. Less than 10%
b. Between 10-30%
c. More than 30%
d. I don’t know
“What % of your
company's
performance-based
budget is dedicated
to SEO?”

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@LongtailUX
How to calculate the ROI for SEO?
The (“old”) manual way

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@LongtailUX
GA Organic Search channel YoY
comparison
• No idea what’s brand and
what’s generic KW related
• Revenue increase could come
entirely from TV advertising
while actual non-brand SEO
performance is down.
Option 1

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@LongtailUX
GSC YoY comparison
• No Revenue = No ROI
• KW data only shows subset
of top 1,000 KWs (when your
Paid Search term report
might have 500,000 revenue
contributing KWs in the same
timeframe)
Option 2

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@LongtailUX
SEMrush and other third party data
• 3rd party data (e.g. SEM cost
across 60 clients is 5-15x off)
• No Revenue = No ROI
• Brand & non-brand mixed,
lots of work to separate
Option 3

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@LongtailUX
You’d rather count revenue from
landing pages….
First you’d create landing pages
• Address a Search need
• Fill a gap in your site navigation (IA)
• Improve where you don’t already rank
on Google in position #1-5
• Match specific products
But how fast can you create 100,000
dynamic landing pages?
Option 4

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@LongtailUX
Poll
a. Technical limitations or
not enough Dev resources
b. Not enough budget
c. Hard to demonstrate ROI
d. Lack of understanding
about SEO in the business
e. All of the above
“What pain points do
you face in making
SEO improvements
within your
business?

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@LongtailUX
Lets look at a new way to
address these problems

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@LongtailUX
Measure Brand vs. Non-Brand baseline
• Unlocking the real value of Organic Search that’s not
related to Brand Searches
• A basis for calculating ROI over time – Investment vs.
YoY changes
Non-Brand Share
(new customers)
Sessions
Revenue
68%
53%

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@LongtailUX
Uncaptured
Category
Revenue.
Your Opportunity
Where do you find your market share
growth?
• You already have a strong brand with
loyal customers.
• What about the customers that are
ready-to-buy the products you sell, but
aren’t looking for you?
Your
Branded
Market
Share

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@LongtailUX
Predict traffic and revenue opportunity
better than any other 3rd party tool
Hundreds of thousands of specific Organic
Search Keyword opportunities are hidden in plain
sight in Google Ad Search term reports, with:
• Sessions
• Sales
• Revenue
And for most of these, Google KW planner tells
you there is zero search volume!

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@LongtailUX
New pages addressing KW gaps provide
a halo into your product categories
• Pick-up new customers looking right now
for specific products, but not your brand
• Help your brand become synonymous
with your product categories.
Your Longtail
Halo
Uncaptured category revenue
Your
Branded
Market
Share

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@LongtailUX
How we can partner with you
to help you become an SEO
hero for your C-Suite

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@LongtailUX
We’ve done this at scale
Measuring the ROI of every page
and launching new pages and smart links in seconds
Smart Pages pre-cached
multiple times a day
1,000,000
Products processed
multiple times a day
10,000,000
Smart Links updated
automatically
50,000,000
For platforms & websites
rolled out in days
New features

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@LongtailUX
• Create 1,000s of new landing pages to match exact product searches at scale
• Dynamically link thousands of new pages contextually
• Skip the always delayed tech-team project queue
• Identify under-performing pages and replace them with better keywords without tech work
• Optimise new customer acquisition independently of your website architecture
…..let’s say that you can do this…what new insights would you leverage?
The ‘new’ way of creating landing pages

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@LongtailUX
Key insights and account management
• Keyword research
• Keyword optimisation
• Template optimisation
• Reporting Dashboard
• Monthly Meetings
• On-hand for ad-hoc requests and reports

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@LongtailUX
in 4 weeks
It’s the fastest way to
grow your online sales
years to adopt
new platform
with
Unknown ROI
vs.
Tens of thousands of
exact match Smart
Pages within weeks
1.5
New website and
acquisition channel capabilities

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@LongtailUX
What else can we do for you?
Bring new ready-to-buy
customers who are looking
for products you sell, without
your brand to your website
• Drive customer acquisition by attracting
and converting new customers
• Deliver a unique and personalised
best practice UX for 1st time visitors
• Unlock the Longtail of demand for
your products
• A positive ROI investment + other benefits

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@LongtailUX
• That organise your content in the way new
customers expect to find it:
• All exact matching and similar products,
relevant articles, reviews, ratings & maps
• Landing page variations and product
rankings based on search intent (e.g. trigger
KWs ‘best’, ‘cheap’, location-based etc.)
• Rewarded by search engines
• Working within your existing website structure
We create Smart Pages

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@LongtailUX
• Dynamically interlinking Longtail UX Smart
Pages within the website
• Calculated and updated based on
proprietary algorithms
• Further enhancing total website SEO
performance through improved contextual
interlinking of website topics
And create Smart Links

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@LongtailUX
Our AI-tech plugs into your existing
platform to create new channel
capabilities
Longtail UX Smart Pages
Reimagine replatforming with fast,
data-driven, on-page
enhancements and a compelling,
measurable ROI
Longtail LUX Organic 1st touch
personalisation for new customer
acquisition with measurable ROI
LUX Shopping More matching product
exposure from Google Shopping
increasing conversion and basket size
LUX Paid Exact matching landing pages
for every keyword & user intent
Website

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@LongtailUX
Case Studies

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LUX Organic for Kogan
• >1M KWs vetted
• >100,000 KWs live tested
• Targeting KWs outside of product facets
• 360 degree internal link integration in
category silos
• SEO feature A/B testing
LUX pages
35,000
Annual growth
105%
New customer
revenue
$20M

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@LongtailUX
LUX Organic for Segundamano (Adevinta)
• >2M KWs vetted
• >500,000 KWs live tested
• Targeting KWs outside of IA facets
• 360 degree internal link integration in
category silos
• SEO feature A/B testing
• New features: Maps, Blog content integration
LUX pages
incl. new website features
Maps and Blog integration
150,000
Total website new
user growth
42%

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@LongtailUX
The effect is compelling and measurable
in real-time
+19% total new user growth
+$20 million per year in new revenue
+42% total new user growth
64% reduction in customer acquisition cost
+500% return on advertising spend

44. #SEJWebinar
@LongtailUX
Here’s a recap of what we covered
Measure brand vs. non-brand SEO revenue
• Manually, with GA and statistical analysis (see https://longtailux.com/how-to-measure-the-roi-of-seo/)
• Automated, using https://scorecard.longtail.com
Demonstrate the ROI of SEO to your C-Suite
• Using GA non-brand SEO revenue analysis comparing YoY trends
• Identifying keywords to create new pages that fill gaps in your Information Architecture – you
can use your SEM Search term reports and ranking analysis, or by using
https://scorecard.longtail.com

45. #SEJWebinar
@LongtailUX
Here’s a recap of what we covered….
Overcome SEO limitations from your CMS, UX and tech resources
• UX – by creating new pages linked outside of your existing website navigation
• CMS and Tech resources – using Longtail UX

46. #SEJWebinar
@LongtailUX
scorecard.longtailux.com

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Get unique, free insights:
scorecard.longtailux.com
Follow us and share the insights

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