The document summarizes a presentation on the 4 undiscovered keys to boosting profits through SEO. The 4 keys are: 1) Define measurable success metrics, 2) Create projections and benchmarks to track progress, 3) Look beyond rankings to consider revenue and conversions, and 4) Use analytics to refine campaigns by measuring engagement, goals, channels and attribution. The presentation provides examples of how to implement each key and use analytics to improve SEO strategy and measure its impact on business goals.

1. The 4 Undiscovered Keys to Profit-Boosting SEO
Dial: +1 (646) 558-2122
Today’s Host: Access Code: 188-920-523
Alex Dunks,
Senior SEO Strategist
“We’ll get you on Google’s Page 1”
is a common offer from SEO companies.
But pursuing 1st page Google Results is like
hopping in a taxi and saying “Drive!” without
having a destination in mind.
Rankings don’t necessarily lead to sales,
even if they are logically chosen keywords...
And if you haven’t created projections, you won’t
know how to measure success.
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2. Some Practical Matters
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3. Some Practical Matters
 Are the slides available?
Yes! Just email seo@webmarketing123.com
@webmarketing123

4. Some Practical Matters
 Are the slides available?
Yes! Just email seo@webmarketing123.com
 Connect with us on Social Media
@webmarketing123
facebook.com/webmarketing123
@webmarketing123

5. Some Practical Matters
 Are the slides available?
Yes! Just email seo@webmarketing123.com
 Connect with us on Social Media
@webmarketing123
facebook.com/webmarketing123
 Want to learn more?
Request a Customized SEO Assessment Today.
You May Qualify for a $50 Amazon.com Gift Card!
visit bit.ly/wm123seo
@webmarketing123

6. There are 4 billion searches on Google every day.
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7. 88% of online search dollars are spent on paid results,
even though 85% of searchers click on organic results.
— Vanessa Fox, "Marketing in the Age of Google", May 3, 2010
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8. Direct traffic continues to lead the way at nearly 37% of overall traffic.
But search engine traffic grew the most during same period YOY.
Google Benchmark Results on Traffic Sources 2011
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9. Digital Marketing view of the Sales Funnel
- SEO: Broad/generic
keyword searches
A Introducers - Display advertising
- Email marketing
- Social media
- Brand names
B Influencers - Remarketing
- Search advertising
- Search marketing
- Model numbers
C Closers
- Branded terms
@webmarketing123

10. Today’s Agenda: 4 Undiscovered Keys
1 Define What Winning Looks Like
There’s no one right answer.
2 Create Projections at the Start
Benchmark and then continually measure progress.
3 Look Beyond Search Engine Ranking... to Revenue
Reaching Page 1 is a sign of success, but are visitors converting?
4 Use the Power of Analytics to Refine Your Campaign
Measure engagement, track goals, monitor channels and establish attribution.
@webmarketing123

11. What Does Winning Look Like?
What is your timeframe?
What are the metrics that matter most to you?
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12. What Does Winning Look Like?
What is your timeframe?
What are the metrics that matter most to you?
% increase in leads/conversions?
@webmarketing123

13. What Does Winning Look Like?
What is your timeframe?
What are the metrics that matter most to you?
% increase in leads/conversions?
tracking and reducing your cost per lead?
@webmarketing123

14. What Does Winning Look Like?
What is your timeframe?
What are the metrics that matter most to you?
% increase in leads/conversions?
tracking and reducing your cost per lead?
% increase in multiple goals taken by site visitors
e.g. whitepaper downloads, video plays & free trial sign-ups?
@webmarketing123

15. What Does Winning Look Like?
What is your timeframe?
What are the metrics that matter most to you?
% increase in leads/conversions?
tracking and reducing your cost per lead?
% increase in multiple goals taken by site visitors
e.g. whitepaper downloads, video plays & free trial sign-ups?
% increase in traffic/visibility?
@webmarketing123

16. What Does Winning Look Like?
What is your timeframe?
What are the metrics that matter most to you?
% increase in leads/conversions?
tracking and reducing your cost per lead?
% increase in multiple goals taken by site visitors
e.g. whitepaper downloads, video plays & free trial sign-ups?
% increase in traffic/visibility?
Driving traffic to social media properties?
@webmarketing123

17. What Does Winning Look Like?
What is your timeframe?
What are the metrics that matter most to you?
% increase in leads/conversions?
tracking and reducing your cost per lead?
% increase in multiple goals taken by site visitors
e.g. whitepaper downloads, video plays & free trial sign-ups?
% increase in traffic/visibility?
Driving traffic to social media properties?
How would you prioritize these?
@webmarketing123

18. Make Goals Concrete with a Scorecard

20. Today’s Agenda: 4 Undiscovered Keys
1 Define What Winning Looks Like
There’s no one right answer. What are your Goals?
2 Create Projections at the Start
Benchmark and then continually measure progress.
@webmarketing123

23. @webmarketing123

24. Today’s Agenda: 4 Undiscovered Keys
1 Define What Winning Looks Like
There’s no one right answer.
2 Create Projections at the Start
Benchmark and then continually measure progress.
3 Look Beyond Search Engine Ranking... to Revenue
Reaching Page 1 is a sign of success, but are visitors converting?
@webmarketing123

25. Is your SEO company focused on search
engine ranking, or delivering measurable
results according to your goals?
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26. SEO Strategy is like Portfolio Diversification
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27. SEO Strategy is like Portfolio Diversification
Prioritize keywords more likely to convert.

28. Which Keywords are Converting. At what value?

29. Today’s Agenda: 4 Undiscovered Keys
1 Define What Winning Looks Like
There’s no one right answer.
2 Create Projections at the Start
Benchmark and then continually measure progress.
3 Look Beyond Search Engine Ranking... to Revenue
Reaching Page 1 is a sign of success, but are visitors converting?
4 Use the Power of Analytics to Refine Your Campaign
Measure engagement, track goals, monitor channels and establish attribution.
@webmarketing123

30. Analytics Can Answer These Questions
A sample of metrics we can track with website analytics programs
How many
visitors do we What keyword
get to our site? searches led to
visitors to our
site?
What is our
ratio of new vs.
returning What are our
visitors? most popular
webpages?
How many
people fill out
our “Contact
us” form? What is my
Average Order
Value (AOV)?
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31. Analytics Can Answer These Questions
a) Measure Engagement c) Monitor Multiple Channels
b) Establish Goal Tracking d) Establish Attribution from
“first touch” to “last touch”
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32. Analytics Can Answer These Questions
a) Measure Engagement
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33. Analytics Can Answer These Questions
b) Establish Goal Tracking See how frequently your goals
are being met by site visitors
Identify:
• Who paused or fast-forwarded a video
• Who downloaded a piece of collateral
• Who clicked on an ad
• Who filled out a form

34. Analytics Can Answer These Questions
b) Establish Goal Tracking See how frequently your goals
are being met by site visitors
Identify: Why?:
• Who paused or fast-forwarded a video
• Who downloaded a piece of collateral • Allows for quick lead/sales follow-up
• Who clicked on an ad • Fuels lead nurturing programs
• Who filled out a form • Enables effective retargeting ads

35. Analytics Can Answer These Questions
b) Establish Goal Tracking
Make Data Driven Decisions:
•Define conversions for your business goals
•Set your goal values
•Analyze which keywords are leading to more conversions and
work to strengthen them in your links and content
•Consider removing poor-performing keywords from your
campaign
•Observe where visitors abandon the goal path and analyze
the data to determine why
Ties SEO effectiveness
to lead and sales flow

36. Digital Marketing view of the Sales Funnel
- SEO: Broad/generic
keyword searches
A Introducers - Display advertising
- Email marketing
- Social media
- Brand names
B Influencers - Remarketing
- Search advertising
- Search marketing
- Model numbers
C Closers
- Branded terms
@webmarketing123

37. Analytics Can Answer These Questions
Identify the channels and pathways
c) Multi-Channel Funnels customers are taking to convert:

38. Analytics Can Answer These Questions
Identify the channels and pathways
c) Multi-Channel Funnels customers are taking to convert:

39. Analytics Can Answer These Questions
Identify the channels and pathways
c) Multi-Channel Funnels customers are taking to convert:
Did the customer
action:
• Initiate the
conversion?
• Assist the
conversion?
• Convert?

40. Analytics Can Answer These Questions
c) Multi-Channel Funnels
Top Conversion Paths

41. Analytics Can Answer These Questions
c) Multi-Channel Funnels
Assisted Conversions

42. Analytics Can Answer These Questions
d) Establish Attribution from
“first touch” to “last touch”

43. Analytics Can Answer These Questions
d) Establish Attribution from
“first touch” to “last touch”
- Reality is that there are several - Most marketers would
touch points before the “closer” that attribute sales to last
influenced the purchase decision touch, i.e. “closers”
- Marketing currently gets no credit
for these!

44. Revenue by Last Touch

45. Revenue with Attribution

46. Tying It All Together
• Identify the Cost of Not Ranking on Google:
Do you have the data you need to quantify the opportunity?
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47. Tying It All Together
• Identify the Cost of Not Ranking on Google:
Do you have the data you need to quantify the opportunity?
• SEO changes the way you sell your products online.
@webmarketing123

48. Tying It All Together
• Identify the Cost of Not Ranking on Google:
Do you have the data you need to quantify the opportunity?
• SEO changes the way you sell your products online.
• SEO extends your ability to be metrics-based, from keyword to
closed deal.
@webmarketing123

49. Request a Customized SEO Assessment Today.
You May Qualify for a $50 Amazon.com Gift Card!
Email seo@webmarketing123.com
Or visit bit.ly/wm123seo

50. What can you expect from speaking with one of our analysts?
- “Cost of the Problem” Analysis: Discover the cost of not ranking
in the top positions on search engines. How much revenue is being
lost to competitors with the best rankings?
- Take a hard look at your competitors: Find out where you rank
against your top competitors and what tactics they’re employing
- Comparison of different digital strategies: Paid Search, Organic
Search, Display Advertising, Social Media Marketing.
Visit bit.ly/wm123seo
Next week: Uncover Your Competitor’s Plans in 3 Easy Steps
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