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1
SEO
CURRENT STATE OF
POWERED BY
Kelly Shelton
VP Marketing,
Boostability
@kellyshelton32
FOR RADIO
2
Today’s
Objective
How SEO fits into today’s marketing landscape.
How understanding SEO will help you sell
more radio advertising and generate more
revenue.
1
2
3
Current State of SEO
What is SEO
4
1
2
3
8
7
6Demand for SEO
How SEO Works
SEO & Radio
Radio Stations Best
Practices
Q&A
5 Selling SEO
Partnering with Boostability
4
What is SEO
Section 1
5
What is SEO?
SEO is the work that goes into your
website to show the search engines that
you are the best answer when someone
searches for your product and services.
a
YOU1.
2.
3.
6
What is SEO?
It is the process of making your
website and business as visible
and prominent as possible in a
search engine’s results.
LOCAL/M
APS
PAID
ADS
ORGANIC
7
Market Demand for SEO
Section 2
8
Why Should Every Marketing Campaign
Include SEO?
DEMAND FOR SEO
Purchases begin with search. Prospective
buyers search online for helpful product
information,
price comparisons, and trustworthy reviews.
- Adweek.com
Of Consumers Search
Online Before Buying81%
9
Did You Know?
DEMAND FOR SEO
Google processes over 40,000 search
queries every second. Statistics show
3.5 to 4.7 billion searches per day.
- Searchengineland.com
Of Clicks
Are Organic
Searchers skip advertisements and
click on organic search results to
find what they’re looking for.
– Moz.com
40,000
84%
Google Searches
per second
10
Businesses Are Investing In SEO
DEMAND FOR SEO
11
Total Media Ad Spend Share
DEMAND FOR SEO
12
Search Trends Mobile Search
DEMAND FOR SEO
Mobile search marketing
spend expected to
increase by 750% by
2017.
13
How SEO Works
Section 3
14
Your Website
Source Code Content
Credibility
Authority
TRUSTSEO
The Process of Search Engine Optimization
HOW SEO WORKS
RELEVANCE
15
How Do Trust and Authority Work?
HOW SEO WORKS
INDUSTRY-SPECIFIC
LINKS
Google penalizes
unnatural link
behavior.
DEDICATED
CONTENT TEAM
Homegrown content.
BLOGS
Extensive publisher portfolio.
Time is spent writing and
posting, not looking.
ALGORITHM-FRIENDLY
CONTENT
No cutting corners. Unique,
relevant content only.
16
SEO Tactics and Strategy
HOW SEO WORKS
Service &
Performance
Reporting
Website Optimization
Initial
Campaign
Setup
Custom
Content
Creation
Ongoing SEO
ConsultationLink Portfolio
Development Business Profile
Development
Keyword
Optimization
17
0
5
10
15
20
25
30
Monthly Keyword Ranking
Keyword
Position
Keyword Rankings on Google’s First Page
HOW SEO WORKS
Significant keyword
movement happens
in the first 2-4 months
Reach first page within
6 months
18
SEO & Radio
Section 4
19
Stats
57% of listeners go
online after hearing
something on the
radio
39% of listeners say
that radio spots
prompt an online
search
20% are online
while listening to
the radio
57% 39% 20%
Radio Advertising Bureau 2014
20
21
Why SEO & Radio?
SEO & RADIO
o All things lead to search
o Optimized websites lead to better Radio results
o Radio ads can improve SEO rankings
o Ads generate traffic, traffic-to-site is a ranking factor
o Creates long-term perspective and approach
o Recurring revenue stream
22
Selling SEO
Section 5
23
Why Sell SEO
SELLING SEO
o Radio becomes more successful when bundled with SEO
o SEO can be offered to past and current clients
o You gain a competitive advantage because you offer more
comprehensive marketing services
o SEO does not cannibalize your core offering
o SEO can be offered as a “stand alone” product if someone is
not interested in radio
24
It’s Already Working
SELLING SEO
As you might imagine, selling
newspaper ad space or Yellow
Page
ads is no easy task in today’s digital
age.
That’s why these types of
companies are already bundling our
SEO services with their current
offerings to increase sales and
customer retention.
The results have been tremendous.
25
What Do YP, Newspaper, TV & Radio
Have In Common?
SELLING SEO
o Existing Relationships With Business Owners
o Existing Brand
o Existing Sales Force
o Declining Demand For Their Services
26
Radio Stations Using
SEO
Section 6
27
Incorporating SEO For Better
Radio Experience
RADIO STATION BEST PRACTICES
Will the radio ad drive traffic to
their website?
Incorporate new or existing
keywords in radio ad
Optimize landing page for
keywords
Do they have a web page that
ranks? For what keywords?
Optimize for mobile
Monitor traffic and rankings
1
2
3 6
5
4
28
Case Study
RADIO STATIONS BEST PRACTICES
Keys to Success
o Created separate digital brand
o Created new digital marketing department
o Provided introductory training (marketing messaging, SEO
training, discovery training) to all stations
o Added digital sales experts to staff to handle all sales
o Launched in one market then rolled out to additional markets
o Stations choose to adopt and are still adopting
Generated $30,000 in revenue first 2 months
29
Keys to Selling SEO Successfully
RADIO STATIONS BEST PRACTICES
1
2
3 COMMITMENT
DIGITAL SALES EXPERIENCE
Keys to Success
SEPARATE DIGITAL DEPARTMENT
30
Partnering with Boostability
Section 7
31
Why Partner With Boostability
PARTNER WITH BOOSTABILITY
o Reclaim substantial local ad dollars that have been lost to
online marketing
o Incur no increase in workload or expense
o You are adding a turnkey digital service that your customers are
already looking for
o Apply most of this new revenue straight to your bottom line
o Improve results for your existing radio advertisers
o Attract new advertisers
32
Integration Is Easy
PARTNER WITH BOOSTABILITY
o We do all the work, you get all the credit
o We can white-label everything
o You are adding a turnkey digital service that your customers are
already looking for
o We provide marketing, training, and sales support
33
Overcoming Biggest Partner Hurdle
PARTNER WITH BOOSTABILITY
o One of the biggest problems partners face is how to sell SEO
o Explaining how search engines work can be confusing
o You can conference us in and we walk the customer through how
it works, what it is, and which program is right for them
It’s all we do and we’re very good at it!
34
What is Sales Support?
PARTNER WITH BOOSTABILITY
Team of experts dedicated to helping
businesses build their online
presence
Sales support was created to help partners sell more SEO
35
Our Technology
PARTNER WITH BOOSTABILITY
Launchpad Technology
Partner Customer
SEO Campaign Operations
Global
Reporting
ProductsCustomer
Managemen
t
Sales Tool API
Integration
Progress
Reports
UI Analytics Transparenc
y
Social
Bookmarking
Local &
Biz Profiles
Directories Onsite
Ops
Blogs
& Articles
Tickets FulfillmentAccount
Management
Sales Writers
Domain.net
QALink
Building
Keyword
Link
Building
36
Questions
Section 8
BOOSTABILITY.COM/PARTNER / 800-261-1537 /
@KELLYSHELTON32

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State of SEO for Radio with Kelly Shelton

  • 1. 1 SEO CURRENT STATE OF POWERED BY Kelly Shelton VP Marketing, Boostability @kellyshelton32 FOR RADIO
  • 2. 2 Today’s Objective How SEO fits into today’s marketing landscape. How understanding SEO will help you sell more radio advertising and generate more revenue. 1 2
  • 3. 3 Current State of SEO What is SEO 4 1 2 3 8 7 6Demand for SEO How SEO Works SEO & Radio Radio Stations Best Practices Q&A 5 Selling SEO Partnering with Boostability
  • 5. 5 What is SEO? SEO is the work that goes into your website to show the search engines that you are the best answer when someone searches for your product and services. a YOU1. 2. 3.
  • 6. 6 What is SEO? It is the process of making your website and business as visible and prominent as possible in a search engine’s results. LOCAL/M APS PAID ADS ORGANIC
  • 7. 7 Market Demand for SEO Section 2
  • 8. 8 Why Should Every Marketing Campaign Include SEO? DEMAND FOR SEO Purchases begin with search. Prospective buyers search online for helpful product information, price comparisons, and trustworthy reviews. - Adweek.com Of Consumers Search Online Before Buying81%
  • 9. 9 Did You Know? DEMAND FOR SEO Google processes over 40,000 search queries every second. Statistics show 3.5 to 4.7 billion searches per day. - Searchengineland.com Of Clicks Are Organic Searchers skip advertisements and click on organic search results to find what they’re looking for. – Moz.com 40,000 84% Google Searches per second
  • 10. 10 Businesses Are Investing In SEO DEMAND FOR SEO
  • 11. 11 Total Media Ad Spend Share DEMAND FOR SEO
  • 12. 12 Search Trends Mobile Search DEMAND FOR SEO Mobile search marketing spend expected to increase by 750% by 2017.
  • 14. 14 Your Website Source Code Content Credibility Authority TRUSTSEO The Process of Search Engine Optimization HOW SEO WORKS RELEVANCE
  • 15. 15 How Do Trust and Authority Work? HOW SEO WORKS INDUSTRY-SPECIFIC LINKS Google penalizes unnatural link behavior. DEDICATED CONTENT TEAM Homegrown content. BLOGS Extensive publisher portfolio. Time is spent writing and posting, not looking. ALGORITHM-FRIENDLY CONTENT No cutting corners. Unique, relevant content only.
  • 16. 16 SEO Tactics and Strategy HOW SEO WORKS Service & Performance Reporting Website Optimization Initial Campaign Setup Custom Content Creation Ongoing SEO ConsultationLink Portfolio Development Business Profile Development Keyword Optimization
  • 17. 17 0 5 10 15 20 25 30 Monthly Keyword Ranking Keyword Position Keyword Rankings on Google’s First Page HOW SEO WORKS Significant keyword movement happens in the first 2-4 months Reach first page within 6 months
  • 19. 19 Stats 57% of listeners go online after hearing something on the radio 39% of listeners say that radio spots prompt an online search 20% are online while listening to the radio 57% 39% 20% Radio Advertising Bureau 2014
  • 20. 20
  • 21. 21 Why SEO & Radio? SEO & RADIO o All things lead to search o Optimized websites lead to better Radio results o Radio ads can improve SEO rankings o Ads generate traffic, traffic-to-site is a ranking factor o Creates long-term perspective and approach o Recurring revenue stream
  • 23. 23 Why Sell SEO SELLING SEO o Radio becomes more successful when bundled with SEO o SEO can be offered to past and current clients o You gain a competitive advantage because you offer more comprehensive marketing services o SEO does not cannibalize your core offering o SEO can be offered as a “stand alone” product if someone is not interested in radio
  • 24. 24 It’s Already Working SELLING SEO As you might imagine, selling newspaper ad space or Yellow Page ads is no easy task in today’s digital age. That’s why these types of companies are already bundling our SEO services with their current offerings to increase sales and customer retention. The results have been tremendous.
  • 25. 25 What Do YP, Newspaper, TV & Radio Have In Common? SELLING SEO o Existing Relationships With Business Owners o Existing Brand o Existing Sales Force o Declining Demand For Their Services
  • 27. 27 Incorporating SEO For Better Radio Experience RADIO STATION BEST PRACTICES Will the radio ad drive traffic to their website? Incorporate new or existing keywords in radio ad Optimize landing page for keywords Do they have a web page that ranks? For what keywords? Optimize for mobile Monitor traffic and rankings 1 2 3 6 5 4
  • 28. 28 Case Study RADIO STATIONS BEST PRACTICES Keys to Success o Created separate digital brand o Created new digital marketing department o Provided introductory training (marketing messaging, SEO training, discovery training) to all stations o Added digital sales experts to staff to handle all sales o Launched in one market then rolled out to additional markets o Stations choose to adopt and are still adopting Generated $30,000 in revenue first 2 months
  • 29. 29 Keys to Selling SEO Successfully RADIO STATIONS BEST PRACTICES 1 2 3 COMMITMENT DIGITAL SALES EXPERIENCE Keys to Success SEPARATE DIGITAL DEPARTMENT
  • 31. 31 Why Partner With Boostability PARTNER WITH BOOSTABILITY o Reclaim substantial local ad dollars that have been lost to online marketing o Incur no increase in workload or expense o You are adding a turnkey digital service that your customers are already looking for o Apply most of this new revenue straight to your bottom line o Improve results for your existing radio advertisers o Attract new advertisers
  • 32. 32 Integration Is Easy PARTNER WITH BOOSTABILITY o We do all the work, you get all the credit o We can white-label everything o You are adding a turnkey digital service that your customers are already looking for o We provide marketing, training, and sales support
  • 33. 33 Overcoming Biggest Partner Hurdle PARTNER WITH BOOSTABILITY o One of the biggest problems partners face is how to sell SEO o Explaining how search engines work can be confusing o You can conference us in and we walk the customer through how it works, what it is, and which program is right for them It’s all we do and we’re very good at it!
  • 34. 34 What is Sales Support? PARTNER WITH BOOSTABILITY Team of experts dedicated to helping businesses build their online presence Sales support was created to help partners sell more SEO
  • 35. 35 Our Technology PARTNER WITH BOOSTABILITY Launchpad Technology Partner Customer SEO Campaign Operations Global Reporting ProductsCustomer Managemen t Sales Tool API Integration Progress Reports UI Analytics Transparenc y Social Bookmarking Local & Biz Profiles Directories Onsite Ops Blogs & Articles Tickets FulfillmentAccount Management Sales Writers Domain.net QALink Building Keyword Link Building
  • 36. 36 Questions Section 8 BOOSTABILITY.COM/PARTNER / 800-261-1537 / @KELLYSHELTON32

Editor's Notes

  1. We need to add in sales support section
  2. People will do research online before they buy. Think about the last time you purchased something. Did you do any online research first? What did you look for? Having a strong organic presence gives your customers an opportunity to be found when someone is actually looking for their product or service!
  3. There are over 40,000 searches on Google every second! If you have a viable product and a decent price, someone is going to be looking for it online. Don’t forget that 84% of Google users skip over the sponsored listing and go straight to the organic results! Ranking organically will give your customers the greatest chance of getting more leads!
  4. There are two major factors that Google looks at when trying to decide who the best answer is. Relevance has everything to do with your customers website. Trust is measured by the number of OTHER websites that talk about or link back to your customers website! Most relevant and most trusted source = best answer and first page rankings. Ranking on the first page means more customers!
  5. Building Trust is the hardest part of SEO. Our approach is to go build industry specific links that are content driven! Our goal is to show the search engines that your customer is an authority in their field. Memorize this line: Trust is measured and established by the number of other websites that link back to your customers websites. Google want to see that you not only have great content, but that other people value your content! Links are like recommendations, it matters who’s giving it and what they say! Our process is effective, it works, and is Google friendly!
  6. Setting the proper expectations with a customer is imperative to ensuring they have a positive experience with the product. If they are expecting to be on the 1st page after a month, we’ll never be able to deliver and the chances of the customer cancelling the product rises dramatically.
  7. 57% of listeners go online after hearing something on the radio 39% of listeners say that radio spots prompt an online search 20% are online while listening to the radio