In his talk, DeepCrawl CEO, Michal Magdziarz breaks down the disconnect between SEOs and CEOs. He explains why he believes SEOs are still fighting to justify more budget and resource and provides actionable insights as to how they can prove the impact they have on the wider business.

1. Festiwal SEO Katowice - May 2018
URL Funnel Optimisation:
How to get budget for SEO
Michal Magdziarz, Co-founder & CEO
DeepCrawl
@DeepCrawl
@magdziarz
FestiwalSEO

2. @magdziarz FestiwalSEO
THE DISCONNECT:
WHY ARE SEOs STILL FIGHTING FOR
BUDGET?
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3. @magdziarz FestiwalSEO
THE EXECUTIVE LEADERSHIP TEAM
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4. @_JHoff AdvancedSearchSummit 13
SEO HAT vs CEO HAT
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vs.

5. ⬣ Customer Acquisition Cost (CAC)
⬣ Customer Lifetime Value (CLTV)
⬣ LTV:CAC
⬣ Average Order Value (AOV)
⬣ Return On Investment (ROI)
@_JHoff AdvancedSearchSummit 13
TERMS THAT MAKE EXECUTIVES HAPPY
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6. Brand Visibility & Market Share
Marketing ROI
The Bottom Line aka REVENUE
WHAT ARE THEY LOOKING FOR?
@magdziarz FestiwalSEO 6

7. @magdziarz FestiwalSEO
THE MARKET:
IT ALL JUST WENT NUTS?
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8. WORLD WIDE WEB GROWTH
* source: http://www.internetlivestats.com/total-number-of-websites/#trend
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Over 130 trillion pages

9. INTERNET USERS GROWTH
* source: https://ourworldindata.org/internet
SEMPO’S 2016 State of Search Industry Report
3,185,996,155
Internet Users
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163,530 people with
SEO in their job title**:
● 23,789 from USA
● 7,247 from UK

10. INTERNET USERS GROWTH
* source: https://www.statista.com/statistics/269410/advertising-expenditure-for-seo-marketing/
** source: LinkedIn
Search engine optimization marketing spending in the United States
from 2008 to 2020 (in billion U.S. dollars)*
Over $79 billion
spend on SEO
(in USA only)
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11. WORLD WIDE WEB COMPLEXITY GROWTH
Static
HTML
1991 1995 2005 2007 2009 2014 2015 2017
Mobile
Pages
Responsive
Design
Deep App
Linking
AMP &
Progressive
Web Apps
JS
Indexing
JS &
CSS
Technical
SEO
* source: https://www.fasthosts.co.uk/blog/websites/look-back-html5 11

12. TECHNICAL SEO HISTORY
HISTORY OF TECHNICAL SEO:
⬣ 1997 - [INDEXABILITY] PageRank
https://en.wikipedia.org/wiki/PageRank
⬣ 2005-06 - [INDEXABILITY] Sitemaps
https://web.archive.org/web/20050608015054/http://googleblog.blogspot.com/2005/06/webmaster-frien
dly.html
⬣ 2006-11 - [INDEXABILITY] 301 redirect
https://webmasters.googleblog.com/2006/11/number-of-pages-googlebot-crawls.html
⬣ 2007-03 - [INDEXABILITY] meta noindex/nofollow -
https://webmasters.googleblog.com/2007/03/using-robots-meta-tag.html
https://webmasters.googleblog.com/2007/12/answering-more-popular-picks-meta-tags.html (John Mueller)
⬣ 2007-05 - [STRUCTURED DATA] Universal Search
https://webmasters.googleblog.com/2007/05/taking-advantage-of-universal-search.html
⬣ 2009-02 - [INDEXABILITY] canonical tag -
https://webmasters.googleblog.com/2009/02/specify-your-canonical.html
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13. TECHNICAL SEO HISTORY
HISTORY OF TECHNICAL SEO:
⬣ 2009-05 - [STRUCTURED DATA] Rich Snippets -
https://webmasters.googleblog.com/2009/05/introducing-rich-snippets.html
⬣ 2009-10 - [JAVASCRIPT] _escaped_fragment_ -
https://webmasters.googleblog.com/2009/10/proposal-for-making-ajax-crawlable.html
⬣ 2010-09 - [INDEXABILITY] hreflang -
https://webmasters.googleblog.com/2010/09/unifying-content-under-multilingual.html
⬣ 2011-09 - [INDAXABILITY] rel prev/next -
https://webmasters.googleblog.com/2011/09/pagination-with-relnext-and-relprev.html
⬣ 2011-12 - [MOBILE] Separate Mobile URLs
https://webmasters.googleblog.com/2011/12/introducing-smartphone-googlebot-mobile.html
⬣ 2012-05 - [STRUCTURED DATA] Google Knowledge Graph (entity-based search, or “things, not strings”)
https://search.googleblog.com/2012/05/introducing-knowledge-graph-things-not.html
⬣ 2013-12 - [MOBILE] Mobile: rel=alternate media / Vary: User-Agent -
https://webmasters.googleblog.com/2013/12/checklist-and-videos-for-mobile-website.html
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14. HISTORY OF TECHNICAL SEO:
⬣ 2014-02/2016-01 - [MOBILE] AMP Pages -
https://www.ampproject.org/docs/fundamentals/discovery;
https://webmasters.googleblog.com/2016/01/amp-error-report-preview-in-search.html
⬣ 2015-02 - [MOBILE] Deep App Linking
https://webmasters.googleblog.com/2015/02/finding-more-mobile-friendly-search.html
⬣ 2015-10 - [MOBILE] Accelerated Mobile Pages
https://europe.googleblog.com/2015/10/introducing-accelerated-mobile-pages.html
⬣ 2015-10 - [JAVASCRIPT] intro of JS Render - depreciation of _escaped_fragment_
https://webmasters.googleblog.com/2015/10/deprecating-our-ajax-crawling-scheme.html
⬣ 2016-11 - [MOBILE] Progressive Web Apps -
https://webmasters.googleblog.com/2016/11/building-indexable-progressive-web-apps.html
⬣ 2018-01 - [MOBILE] Mobile Page Speed
https://webmasters.googleblog.com/2018/01/using-page-speed-in-mobile-search.html
⬣ 2018-03 - [MOBILE] Mobile First
https://webmasters.googleblog.com/2018/03/rolling-out-mobile-first-indexing.html
TECHNICAL SEO HISTORY
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15. TECHNICAL SEO HISTORY
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HISTORY OF TECHNICAL SEO:
⬣ 2018-05 - [JAVASCRIPT] Dynamic Rendering
https://www.youtube.com/watch?time_continue=1319&v=PFwUbgvpdaQ

16. WORLD WIDE WEB COMPLEXITY GROWTH
* source: https://www.keycdn.com/support/the-growth-of-web-page-size/
https://gigaom.com/2014/12/29/the-overweight-web-average-web-page-size-is-up-1
5-in-2014/
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17. @magdziarz FestiwalSEO
THE FUNNEL:
VISUALIZE IT! THE POWER OF
DASHBOARDS
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18. CONVERSION OPTIMISATION FUNNEL
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19. URL OPTIMISATION FUNNEL
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45K Pages with Visits
45K out od 1M (5%)
VIEW REPORT
Instant access to
report details

20. URL OPTIMISATION FUNNEL - TRENDS
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21. URL OPTIMISATION FUNNEL - SEGMENTATION
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22. NET REVENUE EQUATION: NEW PAGES
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[#Added Pages with Visits] X [Visits per Page] X [Conversion
Rate] X [AOV] = Net Revenue Added
● Net Revenue Added = 21,500 x 5 x 1% x $249.00
= $267,675 / month

23. URL OPTIMISATION FUNNEL - MULTIPLE DOMAINS
INDEXATION
% of Valid Pages
UNIQUENESS
% of Unique
Pages
PERFORMANCE
% of Pages with
Impressions
MOBILITY
% of Mobile-first
ready Pages
PAGE SPEED
% of Fast Pages
(less than 1s)
VIEW REPORT
Instant access to
report details
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24. URL OPTIMISATION FUNNEL - SEGMENTS
INDEXATION
% of Valid Pages
UNIQUENESS
% of Unique
Pages
PERFORMANCE
% of Pages with
Impressions
MOBILITY
% of Mobile-first
ready Pages
PAGE SPEED
% of Fast Pages
(less than 1s)
VIEW REPORT
Instant access to
report details
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25. NET REVENUE EQUATION: NEW PAGES
25Source: https://www.branded3.com/site-speed-conversion-rate/

26. NET REVENUE EQUATION: IMPROVED CONVERSION
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[Visits] X ([NEW Conversion Rate]-[OLD Conversion Rate]) X
[AOV] = Net Revenue Added
● Net Revenue Added = 121,500 x (1.9%-1.5%) x $249.00
= $121,014 / month

27. THANK YOU
Michal Magdziarz
Co-founder & CEO
DeepCrawl
@magdziarz
@deepcrawl
FestiwalSEO
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