How to Talk & Sell SEO in the Boardroom
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In this presentation from SES Chicago 2013, an approach to how to sell both internally or externally Search Engine Optimization (SEO) services is presented. The key take away is don't over sell it & present the opportunity in the right way.
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Try new CTA Try new CTA location Test multiple CTAs Test different button colors Add an “About” section Try a different headline Add an image to the homepage Shorten my form Auto play the video Try modals for forms Test a free trial Try annual billing Try a high anchor price
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One month Winner! Two months Three months Four months Five months Six months Seven months Eight months Nine months
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BABoss February 2018
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20 Ways to Shaft your Split Tesring : Conversion Conference
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Supermodel' for Digital Brand Leadership
For some people, being online is a breeze. Nothing really to worry about; just open up your ecommerce shopping cart and within a few days, your paypal account will be full, so you can get that yellow Lamborghini that you have been admiring the last few days while planning your internet riches. And, if you are one of these 'people', then fantastic news! For the rest of us, however, we all know that it isn't as easy as we originally thought or were told.
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Speaker: Doyle Buehler
Doyle Buehler is an author, entrepreneur, speaker and online business strategist. From several successful start-ups and retail franchise businesses in Canada, the United States, Europe and Australia, to helping other companies succeed with their ideas and strategies, he has spent over 14 years in the business world making things happen – both online and off. He is a Leading innovator in the online, ecommerce worlds, and at the intersections of entrepreneurship and digital innovation. His experience has been utilised in various global industries, including travel, insurance, pharmaceuticals, banking, investment, hospitality, finance, events and learning domains.
His newest book, "The Digital Delusion: How To Overcome The Misguidance and Misinformation Online", discusses the reality of the online industry, and what business leaders can do to get beyond the clutter, confusion and distraction of the online world, to become a true digital leader.
He now runs the world's first "anti-agency", The Digital Delusion, helping entrepreneurs and business leaders become less reliant on "guru's", and "experts", and getting rid of the bullsh*t online, by empowering and enabling them to become accountable (& awesome) online.
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In this conference presentation from May 16, 2014 at ClickZ Live in Toronto, the concepts of how various forms social marketing can not only influence the terms people search one, but how both Google and Bing are using Social Signals to speed up the indexing of web content and how these social signals are used to establish trusted links to the content.
Since the Panda update where bad links can actually hurt your sites rankings in search results, establish trust links via social marketing is more critical than ever and this presentation shows you how.
10 Most Frequently Asked Questions about Measuring Social Media
Alan K'necht & Adam Proehl explore the top 10 questions they are asked about measuring social media presented at Pubcon New Orleans on March 20, 2014. By exploring these questions and providing insightful answers and examples and case studies they provide valuable insight in how to measure social marketing efforts.
Dealing with [Not Provided]
This document discusses strategies for marketers to focus on key landing pages and optimize them based on organic search data. It recommends identifying top landing pages and keywords to focus optimization efforts. The document also suggests techniques like creating word clouds and using Google Keyword Planner to analyze keyword phrases and opportunities. A case study example shows how focusing on converting pages can improve rankings, click-through rate, conversion rates and values.
Logs Don't Lie Or Do They?
Presented at Pubcon Las Vegas October 21, 2013 - In this presentation the misinformation contained in digital analtyic reporting and software is explored with the solution on how to dig through the data for the truth
Measuring Social Media: Measuring Up The Down Escalator
This document discusses social media analytics and measuring success on social media platforms. It introduces the concept of an "up the down escalator" model to measure social media success, rather than using a traditional sales funnel. This model involves 4 key steps - getting people to engage on social media, encouraging their first interaction like following or liking, motivating further engagement through responses and links, and keeping them engaged to become advocates. Metrics for each step like follower growth, interactions, comments and sentiment are suggested to measure progress up the escalator. The document emphasizes investing in social analytics to gain knowledge and advocates.
The Social Media Analytics Funnel/How I Met My Customer
Explores the concepts to the analytic behind developing a conversion funnel for social media marketing. Two different types of conversion funnels are explored as well as specific stages in the conversion process that must be captured to ensure that Social Marketing effort can properly calcluate, measure and assign ROI value.
By exploring the customer experience, and recording specific stages of the social engagement only then can ROI be calculated and measured.
Measuring Social Media: History & Tools
This document discusses the history and measurement of social media marketing. It describes how Gutenberg's printing press helped spread ideas and catalyzed the French Revolution. More recently, social networks like Facebook and Twitter helped enable the Arab Spring uprisings. The document outlines different tools for measuring the key elements needed for successful social media marketing: fuel/audience, oxygen/engagement, and heat/sharing. It provides examples of both free and paid tools for analyzing followers, content interactions, sentiment, traffic and achieving business goals.
How to Measure Your Social Marketing Campaign
My slide presentation on how to measure a social media campaign including a case study and how these measures were applied.
Measuring Social Media
The document discusses justifying investments in social media analytics. It argues that companies often focus on the wrong metrics like follower counts, when they should measure quality engagement through factors like quality content that acts as "oxygen" to fuel engagement, and interactions like likes and shares that create "heat". The document recommends defining objectives, choosing appropriate metrics, training staff, and assigning responsibility to improve social engagement and ROI. While some analytics can be done for free, higher quality analytics requires time, tools and training which have associated costs but provide knowledge to improve strategies.
Tips for Parenting on Social Media
Presentation initially delivered Feb. 29, 2012 at a public school in the Hamilton Wentworth District School Board.
5 basic tips to help parents understand and mitigate the risks of their children using social media.
Keynote: Socialize Monetizing Social Media
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The topic: The past, present & future of measuring social media.
When search and Social Collide
This document discusses traditional and social media measurement tools. It explains that early measurement tools counted things like heads and paces to measure success in battle, while modern tools measure followers, posts, and retweets to gauge return on investment and influence. The document recommends using both scoring tools to evaluate influence within a network, as well as traditional analytics like retweets, comments, and click-through rates to understand engagement. It also provides examples of setting up scorecards to identify correlations between social media activity and metrics like traffic, sales, and conversions over time.
CCNSP - Google Analytics
This document summarizes a presentation about frequently overlooked features in Google Analytics. It discusses why web analytics is a team effort and provides an overview of data segmentation and in-page analytics tools. The bulk of the presentation focuses on configuring goals and funnels in Google Analytics to track key metrics like registrations and engagement. It also covers creating custom reports to organize data as needed. Q&A and training sections are dedicated to these topics. The document concludes with recommendations on tracking downloads and RSS subscribers.
Optimizing for Local
This document discusses how businesses can bring together search engine optimization (SEO) and local marketing by measuring various key performance indicators (KPIs). It recommends claiming business listings on Google Places, encouraging reviews on various sites, registering locations with Foursquare, and implementing web analytics like Google Analytics to measure metrics like visits, calls, downloads, and referrals from different online marketing channels. Measuring these KPIs across SEO, social media, directories and other local listings allows businesses to understand what is driving traffic and success. The document emphasizes that measurement and monitoring are important to optimize local and online marketing strategies.
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How to Talk & Sell SEO in the Boardroom
- 1. SEO in the Boardroom: Leveraging Relevant Metrics or How to Talk to the C-Suite Alan K’necht Partner: Analytics & Social Digital Always Media @aknecht
- 2. About • Provide SEO, Social & Analytics Services, Training & Consulting @aknecht
- 3. About Alan • Working with the Internet since 1994 • Started with Digital Analytics in 1995 • Also been a: – Web developer – Analyst – SEO/Social Media • Teach Digital Analytics for USF Online • Published 1st book in 2010 @aknecht
- 4. Step 1: Know Your Audience • Learn: – – – – What makes them stay up at night What makes say “It was a good day” Who really makes the decisions Who at the C-level is your champion @aknecht
- 6. Or Are They This? @aknecht
- 7. Step 2: Preparation • The C-Suite just like kids: @aknecht
- 8. Step 2: Preparation • The C-Suite just like kids: – Talk in TLAs! @aknecht
- 9. Step 2: Preparation • The C-Suite just like kids: – Talk in TLAs! • CFO • CMO • CTO • ROI • CPA • MBO @aknecht
- 10. Step 2: Preparation • The C-Suite just like kids: – Talk in TLAs! • CFO • CMO • CTO • ROI • CPA • MBO • Don’t use your SEO acronyms or jargon! @aknecht
- 11. How Do Relate To Kids? • Keep the talk & explanation – Simple – At a minimum • Draw them a picture! @aknecht
- 12. Draw Them A Treasure Map @aknecht
- 13. The Treasure Map • Keep it simple – – – – – Where you’re starting at What you need to get started Major milestones along the journey How long to get from the start to the end What to expect at the end of the journey @aknecht
- 14. The C-Suite Treasure Map • Starting Point: – Overview of the problem that needs resolving • Getting Started – Tools, resources, etc • Milestone – Check points & KPI/Indicators of progress • Journey’s End – ROI @aknecht
- 15. Putting it Together • Be concise • Stress benefits of implementing SEO • Highlight current obstacles – Showing the solution to get around them • Set realistic expectations – Time, CPA & ROI • Stress the benefits to the company & them @aknecht
- 16. Thank You Alan K’necht alan@DigitalAlwaysMedia.com @aknecht Type my name into Google @aknecht