Seo Espionage - Webmarketing123 webinar

SEO Espionage:
Learn Your Competitors' Strategy &
How to Beat Them

Mike Turner
Senior SEO Analyst
Director of Business Development
Webmarketing123

@webmarketing123 #123webinar

Practical Matters
Yes! Just email
ü  Are the slides available? seo@webmarketing123.com

ü  Tweet today’s event
using #123webinar @webmarketing123

facebook.com/webmarketing123
ü  Stay informed by
following us. webmarketing123

ü  Ready to take the next step with us?

Request a Complimentary SEO Assessment Today.


Webinar Agenda

1 The Marketing Landscape Has Changed. Again.
Why We Care About Search Marketing

2 Competitive Analysis – Where to Begin?
It's not Rocket Science; It is about Rigor

3 Is Your Act Together?
Get This: Scorecards Linked to your KPIs

4 Why Do This in the First Place: ROI
Holding SEO accountable for business results


Digital Marketing is Evolving

Is Your Marketing Keeping Pace?


B2B customers are now more discerning

Google Think B2B Conference 2012


B2B internet usage skyrocketed in the past year

Search engines are the #1 source for B2B information

Top online sources for B2B customer research



Online sources help B2B customers discover
new brands

% of B2B customers using the following sources to discover new brands



B2B Marketers Rely on SEO for Lead Generation

Lead Generation is the #1
Objective of B2B Marketers

SEO Makes the Biggest
Impact on Lead Generation

(2012 State of Digital Marketing Survey)


4 Billion
Searches on
Google Every
Day

95% of Clicks
Happen on
the 1st Page of
Search Results

60% of Clicks
are on Top 3
Results

(Optify, Brandtech study)


A Shift in the Purchasing Process

B2B buyers are moving 60-70% of the way through
the sales funnel before they engage directly with
sales reps.

Key Thought:
Is your website robust enough to function
as a virtual sales force?
(Google (57%), Forrester (70%))


Competitive Analysis – There’s A LOT to it…


Before You Begin – What’s At Stake?
Understanding the opportunity


Before You Begin – What’s At Stake?

Annual Cost of Not Ranking:

$2,700,000
monthly cost

multiplied by 12 months

= 32 million+/year


Step-by-Step Calculation
of the Cost of Not Ranking on Page 1 of Google

1.  Keyword Search Volume

2.  CTR on Search Results (New Visitors)
If you want this for your site,
3.  Visitor Lead Rate reach out via Q&A
4.  Lead Qualified Lead Rate

5.  Qualified Lead Closed Deal Rate

6.  Average Deal Size

7.  (# of Closed Deals) x (Avg. Deal Size) = Revenue Potential


Competitive Analysis – It’s All About Keywords


Competitive Analysis – Keyword Tracking:


Competitive Analysis – Use Google Tools:


Organic Ranking Position Matters:

<< If you’re here,
you’re invisible.


Keyword Length Matters:

Keyword Selection


Not All Keywords Are Created Equal:


Competitive Analysis – Additional Tools:
Estimate trafﬁc and unearth competitor’s keyword strategy

•  Simply “View Source”

•  Google Keyword Tool

•  Doubleclick Ad Planner

•  Alexa (Amazon)

•  Compete

•  Quantcast

•  URL Trends

•  SEMRush

•  SpyFu


What to Look for?:


Start with the Obvious:
Are they writing for Search Engines?

Above the Fold

Below the Fold


Why Content Matters:
What Google Sees

What We See

What Google Sees


Meta What?:

Main Elements Consist of:
a) Page Title

b) Description

c) And sometimes… Keywords


Meta What?:
aceook Groups: B2B Lead Gen
Include descriptive keywords and phrases in page titles

Keywords in the First or Second Position of the Page Title Have the Highest Impact!


Inbound Links
Links from other highly relevant websites, back to yours


Why We Care About Search Marketing

2 Competitive Analysis – Where to Begin?

3 Is Your Act Together?

4 Why Do This in the First Place: ROI


Get your Own House in Order:


Make a Plan

Keyword Selection

Keyword Mapping


Make a Plan

Content Guidelines


Content Mapping Document


Link Strategy Document

Content is the fuel that powers a link building strategy

Reporting is Key

@webmarketing123

A Scorecard Process helps overcome
implementation obstacles

ü  Standardizes Metrics
ü  Creates Common Vision, Shared Goals, Accountability

What will What
winning look benchmarks
like? should we
use?

Which KPIs are What are the
your priorities? next steps?


A ranking report should show
steady progress over time.


But reporting shouldn't stop there.

How are individual keywords
performing in terms of revenue?


Which Keywords are Converting. At What Value?


Webinar Agenda

Is your agency fat, happy and complacent?

2 "Black Box" = BS

3 What Does Metrics-Based Reporting Look Like?

4 Opportunity Analysis


As marketers are increasingly
responsible for the P & L, it’s more
important than ever to quantify
potential at the front-end and
consistently measure performance
against KPIs.
Quantify

Measure


Your revenue should be rising.

Not just your traffic.


WE ARE EXPERTS AT BUILDING TOP LINE REVENUE
GROWTH FOR GLOBAL ENTERPRISES WITH
TARGETED, COST-EFFECTIVE DIGITAL MARKETING


We invite you to…

Download:
2012 State of Digital Marketing Report

webmarketing123.com

Talk to a digital marketing expert:
ü SEO/PPC/Social Media Marketing
ü Measurement/Analytics Approach
ü Lead Gen Effectiveness
seo@webmarketing123.com

TEAM UP WITH ONE OF THE
Questions? Feedback?
mike.t@webmarketing123.com

FASTEST GROWING PRIVATE
COMPANIES IN THE U.S. (2012)


Live Site Analyses:

Does Google Your Website?


Seo Espionage - Webmarketing123 webinar

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to Seo Espionage - Webmarketing123 webinar

Similar to Seo Espionage - Webmarketing123 webinar (20)

More from DemandWave

More from DemandWave (20)

Seo Espionage - Webmarketing123 webinar