Facetime With an SEO Expert - slides 7/16/13

Facetime with an
SEO Expert
Webinar | July 16, 2013
Mike Turner, Director of Business Development

Are the slides available?
Engage with us on Social:
Get a consultation: Email us at “seo@webmarketing123.com”
@webmarketing123
facebook.com/webmarketing123
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Yes! Just email
seo@webmarketing123.com
Frequently Asked Questions (FAQs)

Upcoming Webinar on July 30
Raise Your SEO IQ in
60 Minutes
Visit our upcoming webinars page and sign up!
Join us and gain a deeper understanding of SEO. In this concise,
informative webinar, you’ll get the answers to:
•How do I select the right keywords to optimize for?
•Which content do I need to be successful?
•How do I best leverage Social Media for SEO?
•How do I measure revenue generated from SEO?

4
Search Engine Optimization
Paid Search / Display Advertising
Social Media
Website Design
International Expansion
Custom Measurement and Attribution
Our Services
Since 2004, we’ve employed a
metrics-based approach to
converting online visibility into
measurable business results

5
Fast Growing.
Award Winning.
Top 10 of Bay Area’s 100
Fastest Growing Companies
Top 500 Fastest Growing
Private US Companies

6
We are experts at growing
revenue for our clients.

7
We have unique
experience driving
lead generation
campaigns for
global Fortune 500
companies.
Across multiple business units and 4 countries we produced
34,356 new leads for a group of operating companies, including:

Whatx≈≈≈≈≈≈
CTR
Inquiry
Marketing Qualification
Sales Qualification
8
Inbound Outbound
Marketing Qualified Leads
Sales Qualified Leads (SGLs)
Close
Won Business
Opportunities
We impact pre-acquisition metrics like CTR & CVR to grow funnel
Using variation of SiriusDecisions Demand Waterfall™
# of total raw leads
Raw lead to Marketing
qualified lead (%)?
Marketing qualified lead to
Sales qualified lead (%)?
Sales qualified to closed
deal rate (%)?
A Quantitative View of Your Business

@webmarketing123 #wm123
1. 2012 State of Digital Marketing Survey
2. State of Search Marketing
3. A Shift in the Purchasing Process
4. Proven Process for Strategic SEO
5. Importance of Measurement and Attribution
6. Live Site Analyses
/ AGENDA

In July, we surveyed over 500 U.S. marketing professionals
2nd annual State of Digital
Marketing Report
/ 2012 State of Digital Marketing

When compared to Social Media and Paid
Search, SEO makes the biggest impact on
Lead Generation for both B2B and B2C.
Top objective for B2B: Lead Generation
Top objective for B2C: Generating Awareness
/ 2012 State of Digital Marketing

Your target audience is searching
for you.
Your target audience is searching for you.

There’s 4 Billion Daily Searches on Google
*SEOmoz
4 Billion
(2012)
2.4 Billion
(2010)
3 Billion
(2011)
/ State of Search

90% of all clicks
happen on Page 1
*Optify Study,
Position CTR
1 45.46%
2 15.69%
3 10.09%
4 5.49%
5 5.00%
6 3.94%
7 2.51%
Eye tracking data from official Google blog
/ State of Search

*Google and Compete B2B Customer Study
/ State of Search
Search engines are increasingly used and found useful
for making decisions.

On average, B2B decision maker will
wait two weeks after their initial
visit before converting.
(Google, Compete B2B Customer Study)
B2B Buyers are moving 60-70%
of the way through the sales funnel before they
engage directly with sales reps (Forrester)
/ Shift in Purchasing Process

Introducers
Influencers
Closers
 Keyword searches
(Broad/generic)
 Display
advertising
 Email marketing
 Social media
 Brand names
 Search
advertising
 Remarketing
 Search marketing
 Model numbers
 Branded terms
Decisions are being made higher in the funnel

Lead-to-Customer Close % by Channel
Inbound Channels Close More Deals

STRATEGIC SEO by
Strategy Implementation Tracking & Adjustment
1
2
3
Business Research,
Competitive Audit
and
Opportunity Analysis
Reporting with
KPI Scorecard,
Attribution
and Optimization
Keywords
Selection and
Mapping
Content
Blog, Press Releases,
White Papers,
“How-To”, News
Inbound
Links
Social
Signals
Meta
Content
Page Titles, URL’s
Site
Architecture

Importance of Keyword Selection
/ Proven Process for Strategic SEO

Use Google tools to Measure Demand
Adwords Keyword Tool
Keyword list with search volume

Keyword Mapping

More than half of CMOs
feel insufficiently
prepared to provide hard
numbers regarding
marketing program ROI.
Source: Deloitte CMO Summit, 2012
/ Measurement and Attribution

7 in 10 marketers can’t attribute ROI from SEO –
the #1 channel for lead generation.
Source: Webmarketing123 State of Digital Marketing Survey, 2012
Hundreds of SEO keywords get potential
customers to your website, but only a handful of
those keywords lead to closed deals.

Measure SEO Value from Search to CRM
GOOGLE ANALYTICS- - - - - - - - - - - - - - - - - - - - - - - - - |
KEYTOUCH ATTRIBUTION - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- |

Sample Report
Actionable insight into which campaigns generate revenue:

LIVE SITE ANALYSES

OVERVIEW
34
Get a second opinion on your SEO.
Thanks!
Mike Turner | Director of Business Development
In a 30 minute consultation, learn:
 Where you rank in relation to competitors
 How much revenue opportunity is available from
Search (we’ll do the research)
 What actions you can take today to accelerate results
from your SEO program
Simply email Results@webmarketing123.com or call 800.619.1570

Facetime With an SEO Expert - slides 7/16/13

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