This document summarizes a webinar presented by Mike Turner of Webmarketing123 on measuring ROI from search engine optimization. The webinar discussed challenges marketers face in measuring ROI, provided tools and case studies for attributing revenue to keywords. Key takeaways were that 70% of marketers can't tie SEO to revenue but it is possible, and understanding which keywords generate leads and deals, not just leads, allows optimizing spending.
4 Signs That Your Agency is UnderperformingDemandWave
Does Your Agency live up to their Sales pitch?
#1 Getting lots of traffic but just a trickle of conversions? Your agency might be optimizing for the wrong keywords (and hasn’t changed direction).
#2 Does your Search Engine Optimization agency keep you in the loop? You should have regular visibility into how your program is performing against your unique key performance indicators (KPIs).
If you aren’t seeing a steady increase in traffic and conversions, your SEO Agency is denying you the potent lead generation you’re paying for. Join Mike Turner, Senior SEO Analyst and Director of Business Development, and learn the telltale signs of an underperforming agency.
If you are looking for professional SEO services, or any website marketing service, including PPC, Press Releases and more, this White Paper will separate us from the crowd. showing how we can help you, even if no one else has.
You can’t make data-driven decisions without data – but how do you know which data really matters? And how do you turn that data into meaningful insights you can actually act on, today?
We’ve been doing this for more than a decade, so we understand your biggest reporting and analysis challenges. Check out these webinar slides as we reveal our secrets to better track your marketing performance. You'll learn:
• What IS a good marketing ROI?
• The 4 key marketing metrics to focus on this year.
• Your best marketing strategies for 2022 and the metrics that matter for each.
4 Signs That Your Agency is UnderperformingDemandWave
Does Your Agency live up to their Sales pitch?
#1 Getting lots of traffic but just a trickle of conversions? Your agency might be optimizing for the wrong keywords (and hasn’t changed direction).
#2 Does your Search Engine Optimization agency keep you in the loop? You should have regular visibility into how your program is performing against your unique key performance indicators (KPIs).
If you aren’t seeing a steady increase in traffic and conversions, your SEO Agency is denying you the potent lead generation you’re paying for. Join Mike Turner, Senior SEO Analyst and Director of Business Development, and learn the telltale signs of an underperforming agency.
If you are looking for professional SEO services, or any website marketing service, including PPC, Press Releases and more, this White Paper will separate us from the crowd. showing how we can help you, even if no one else has.
You can’t make data-driven decisions without data – but how do you know which data really matters? And how do you turn that data into meaningful insights you can actually act on, today?
We’ve been doing this for more than a decade, so we understand your biggest reporting and analysis challenges. Check out these webinar slides as we reveal our secrets to better track your marketing performance. You'll learn:
• What IS a good marketing ROI?
• The 4 key marketing metrics to focus on this year.
• Your best marketing strategies for 2022 and the metrics that matter for each.
Professional Local SEO Services | Proven Results
Convert Your Visitors into Customers. Get High Rankings. Quality Traffic. No Contracts. 100% Money Back Guarantee. Contact Us Today! Local SEO Matters More Than Ever - Leverage the Strength of Years of Search Dominance.
As marketers, we’ve all felt the pressure over the last year to perform in a world that was shaken by COVID. Marketing has grown leaps and bounds in just a short time to accommodate this new “remote-first” landscape.
So, what is working and what should you be doing?
Get those answers and more from this sponsored webinar. CallRail shares insights from their recent survey of 600 small businesses and agencies and learned how COVID impacted their marketing and performance.
These insights on the remote-first “new normal” answers questions business owners and marketers alike are looking for.
In this presentation, you’ll learn:
- How successful businesses have changed their marketing strategies to excel in this digital-first environment.
- How in-house and agency marketers can adapt and innovate to drive more leads and ROI.
- How SMBs and their agencies can deepen relationships and partner more effectively for the best possible results on both sides.
BrainShakers Interactive is the complete offpage optimization company specilized in complete link building, offpage optimization and social media optimization (SMO) services. We are calling SEO Agencies; to help them to save SEO operational expenditure (staff salary + overheads) by 45%.
Masterclass: Advanced Strategies on LinkedIn LinkedIn
You’ve launched campaigns, A/B tested, and know LinkedIn best practices….
Now it's time to take your LinkedIn campaigns to the
next level. Learn how with the help of this deck from our Masterclass series!
Bing makes up 30% of your pay-per-click portfolio.
Learn to optimize Bing to within an inch of its life.
Monitor budget split on Bing and Google: Drive volume and low-cost conversions across networks.
Maximize yield: Is your campaign reaching its full potential? Share Voice Metrics can give you actionable insight at every level.
Zero-effort optimization: Proactive Bid Recommendation tool identifies keywords "on the cusp of greatness".
Get really advanced: Bing Ads Intelligence changes the way you understand your business and your buyers.
In this deeply technical, hands-on webinar, Trada and Bing will show you how to maximize profitability on Bing Ads, while reaching 53 million unduplicated users.
It’s no use trying to outrank big companies with massive budgets, right? WRONG! With the right SEO and PPC tactics, you absolutely can. But it’s not just a matter of choosing one or the other. To get more traffic to your site that you can convert into customers, you need both.
Check out these webinar slides to learn:
• Why you need to integrate your SEO and PPC strategies.
• How to combine them to rank higher in search results.
• How to allocate budget between SEO and paid media campaigns.
Hacking Content Marketing with Predictive AnalyticsInfer
Learn simple tactics and strategies to using predictive analytics to inform your content marketing strategy. Reach the right buyers, optimize marketing spend, evaluate channel performance and make overall smarter decisions for your business.
Facetime with an SEO Expert - Webmarketing123 webinarDemandWave
Time to revamp your SEO program and advance your rankings in 2013.
SEO continues to be the #1 source of online lead generation, but you need to make sure you're employing the right strategy for your business.
Download our slides to learn:
- Where you rank in relation to your competitors
- Revenue missed due to poor rankings of keywords most important to your business
- Actionable takeaways to improve your SEO program performance
Professional Local SEO Services | Proven Results
Convert Your Visitors into Customers. Get High Rankings. Quality Traffic. No Contracts. 100% Money Back Guarantee. Contact Us Today! Local SEO Matters More Than Ever - Leverage the Strength of Years of Search Dominance.
As marketers, we’ve all felt the pressure over the last year to perform in a world that was shaken by COVID. Marketing has grown leaps and bounds in just a short time to accommodate this new “remote-first” landscape.
So, what is working and what should you be doing?
Get those answers and more from this sponsored webinar. CallRail shares insights from their recent survey of 600 small businesses and agencies and learned how COVID impacted their marketing and performance.
These insights on the remote-first “new normal” answers questions business owners and marketers alike are looking for.
In this presentation, you’ll learn:
- How successful businesses have changed their marketing strategies to excel in this digital-first environment.
- How in-house and agency marketers can adapt and innovate to drive more leads and ROI.
- How SMBs and their agencies can deepen relationships and partner more effectively for the best possible results on both sides.
BrainShakers Interactive is the complete offpage optimization company specilized in complete link building, offpage optimization and social media optimization (SMO) services. We are calling SEO Agencies; to help them to save SEO operational expenditure (staff salary + overheads) by 45%.
Masterclass: Advanced Strategies on LinkedIn LinkedIn
You’ve launched campaigns, A/B tested, and know LinkedIn best practices….
Now it's time to take your LinkedIn campaigns to the
next level. Learn how with the help of this deck from our Masterclass series!
Bing makes up 30% of your pay-per-click portfolio.
Learn to optimize Bing to within an inch of its life.
Monitor budget split on Bing and Google: Drive volume and low-cost conversions across networks.
Maximize yield: Is your campaign reaching its full potential? Share Voice Metrics can give you actionable insight at every level.
Zero-effort optimization: Proactive Bid Recommendation tool identifies keywords "on the cusp of greatness".
Get really advanced: Bing Ads Intelligence changes the way you understand your business and your buyers.
In this deeply technical, hands-on webinar, Trada and Bing will show you how to maximize profitability on Bing Ads, while reaching 53 million unduplicated users.
It’s no use trying to outrank big companies with massive budgets, right? WRONG! With the right SEO and PPC tactics, you absolutely can. But it’s not just a matter of choosing one or the other. To get more traffic to your site that you can convert into customers, you need both.
Check out these webinar slides to learn:
• Why you need to integrate your SEO and PPC strategies.
• How to combine them to rank higher in search results.
• How to allocate budget between SEO and paid media campaigns.
Hacking Content Marketing with Predictive AnalyticsInfer
Learn simple tactics and strategies to using predictive analytics to inform your content marketing strategy. Reach the right buyers, optimize marketing spend, evaluate channel performance and make overall smarter decisions for your business.
Facetime with an SEO Expert - Webmarketing123 webinarDemandWave
Time to revamp your SEO program and advance your rankings in 2013.
SEO continues to be the #1 source of online lead generation, but you need to make sure you're employing the right strategy for your business.
Download our slides to learn:
- Where you rank in relation to your competitors
- Revenue missed due to poor rankings of keywords most important to your business
- Actionable takeaways to improve your SEO program performance
SEO Habits of World Class Companies - May 13, 2014DemandWave
Not all SEO programs are created equal – and neither are their results. So we asked ourselves, what SEO habits do top performing marketers have in common?
Download our webinar and discover the 7 SEO habits of world class companies.
Whether you’re managing your SEO in-house or working with an agency,
it’s essential to choose the key performance indicators (KPIs) for measuring success.
Easier said than done. Is it your keyword rankings? Traffic? What about conversions? Where does revenue come in to it? Maybe it's all about the links.
After 8 years and hundreds of client experiences, we’ve distilled what we believe to be the metrics you should use to evaluate your SEO. They are:
Non-branded organic traffic, as a percentage of overall leads or sales, over time.
Conversions (lead capture, e-commerce, downloads, etc) from top keywords.
Revenue attributed to specific keywords.
% of targeted keywords ranking on the 1st page of Google’s search results.
Webmarketing123 is a Bay-Area Digital Marketing Agency. Our distinctive approach: pair a metrics-rich methodology with an understanding of our clients’ unique business goals and challenges. We combine a deep expertise across industry verticals, smart use of automation, and efficient use of analytics to inform data-driven decision-making. At Webmarketing123, each client has a dedicated team employing Search Engine Optimization (SEO), Pay Per Click (PPC) advertising, and/or Social Media Marketing (SMM) to create remarkable, results-driven marketing programs.
SEO leads cost 60% less & close 2x faster than any other digital channel. When it comes to lead generation, SEO is a no brainer. Yet, most marketers fumble at strategy implementation.
Check out “The Definitive B2B SEO Playbook” presentation to build a lead-gen focused organic search strategy.
Stop Guessing & Get Smart with Lead AttributionDemandWave
With increasing pressure on marketers to show the return on their digital marketing investment, it is imperative to set-up the right measurement infrastructure and optimization strategy for success. Attribution empowers marketers to understand which touch points (first, last, or anywhere between) are the most influential and cost-effective in moving a lead down the sales funnel. 1. Measurement a Top Challenge 2. Understanding the Customer Journey 3. What can Attribution do for you? 4. Tie Search Marketing Data to your CRM. Webmarketing123 is a Bay-Area Digital Marketing Agency. Our distinctive approach: pair a metrics-rich methodology with an understanding of our clients’ unique business goals and challenges. We combine a deep expertise across industry verticals, smart use of automation, and efficient use of analytics to inform data-driven decision-making. At Webmarketing123, each client has a dedicated team employing Search Engine Optimization (SEO), Pay Per Click (PPC) advertising, and/or Social Media Marketing (SMM) to create remarkable, results-driven marketing programs.
9 CRO Hacks to Accelerate the B2B FunnelDemandWave
Effective CRO can dramatically improve lead quality, lead volume, cost per acquisition, and length of sales cycle. Check out "9 CRO Hacks to Accelerate the B2B Funnel" to get started today.
How to Brew the Perfect B2B Blend of ABM & InboundDemandWave
Ready to brew a bold approach to demand generation? Check out our webinar on-demand and taste the benefits of both account-based and inbound marketing.
7 Key Paid Search Plays for B2B MarketersDemandWave
71% of B2B marketers use paid search, but only 44% say it results in revenue. Check out our presentation to learn the paid search playbook we use to help clients drive more qualified leads and revenue.
The 2017 State of B2B Digital Marketing ReportDemandWave
Get a sneak peek of our sixth annual State of B2B Digital Marketing Report where nearly 200 B2B marketing leaders weighed in on the top goals and challenges of 2017.
The Hottest B2B Marketing Trends of 2017DemandWave
Get ready to have your best marketing year, yet! Check out our webinar and discover the hottest B2B marketing trends for driving more sales-qualified leads in 2017.
5 B2B Content Marketing Hacks to Drive More LeadsDemandWave
Discover how to revamp your B2B content marketing strategy to drive more sales-qualified leads. This is a no-frills tutorial dedicated to delivering actionable tips to grow a stronger pipeline with great content.
New Rules of SEO: RankBrain, Links, & ContentDemandWave
How does Google's landmark RankBrain announcement impact SEO? It all boils down to optimizing for user intent and user behavior. Watch our webinar on-demand and score actionable tips to future-proof your SEO strategy.
How to Build an Effective B2B Content Marketing StrategyDemandWave
We teamed up with our friends at BrightEdge to help you tackle today's toughest B2B content marketing challenges. Watch the webinar on-demand and start creating content that converts!
2016 State of B2B Digital Marketing Report - SlidesDemandWave
Nearly 300 B2B marketing leaders weighed in the biggest digital marketing challenges of 2016. Check out presentation and discover:
- The most effective tactics for winning more customers with digital
- Where marketers are planning to invest in 2016
- How to take on the #1 B2B digital challenge - measuring and proving ROI.
Prep to have your best year, yet. Get insight from our team to get started!
Budgeting for Lead Generation Success in 2016DemandWave
Budgeting season is here again, and many B2B marketers will face an all too familiar paradox: Proving ROI is the biggest obstacle to winning more budget, yet more budget is needed to prove ROI. Check out our presentation, and get the tools you need to skate through the board meeting without hearing the phrase, “Do more with less.” Get started today!
The New Search Ranking Formula: 7 Elements You Need to KnowDemandWave
Catch up on the new search ranking factors you need to know. In this presentation, we'll cover how to increase qualified leads and traffic with 7 essential SEO tactics.
Digital Demand from Click to Close: Realigning Search Marketing for the B2B ...DemandWave
71% of B2B decision-makers begin their research with a search engine. Influencing the buyer’s journey at the first touch point is critical.
So, the question is how can you leverage SEO to build your sales funnel? Catch our webinar and learn 3 tips to get started!
Bridging the Gap: 6 Steps to Seamless Sales & Marketing Alignment - SlidesDemandWave
Sales and marketing are fundamentally separate departments, but their combined strength is an underestimated force. Learn 6 ways to drive more sales-qualified leads with cross-departmental alignment.
Webmarketing123 Close the Loop Between Keywords and Revenue
1. Close the Loop Between
Keywords and Revenue
SEO Case Studies
Mike Turner
SEO Expert & Director of Business Development
Webmarketing123
@webmarketing123 #123webinar
2. A few of our clients:
SEO | PPC | Social Media | Website Design
Converting online visibility into
measurable business results
ONE OF THE FASTEST GROWING
PRIVATE U.S. COMPANIES
#9 FASTEST GROWING
COMPANY IN BAY AREA
@webmarketing123 #123webinar
3. Some Practical Matters
Yes! Just email
Are the slides available? seo@webmarketing123.com
Tweet today’s event
using #123webinar @webmarketing123
facebook.com/webmarketing123
Stay informed by
following us. webmarketing123
Ready to take the next step with us?
Request a Complimentary SEO Assessment Today.
@webmarketing123 #123webinar
4. Webinar Agenda
1 Measuring ROI still a Challenge for Marketers
2 How to Measure ROI from Search
Case Studies – the Keyword That Brought in
3 $600K…and More
4 Key Takeaways
@webmarketing123 #123webinar
5. Webinar Agenda
1 Measuring ROI still a Challenge for Marketers
2 How to Measure ROI from Search
Case Studies – the Keyword That Brought in
3 $600K…and More
4 Key Takeaways
@webmarketing123 #123webinar
6. Digital is measurable
…Which means more pressure
on marketers to prove the return
on their program investments.
@webmarketing123 #123webinar
7. More than half of CMOs
feel insufficiently prepared
to provide hard numbers
regarding marketing
program ROI.
Source: Deloitte CMO Summit, 2012
@webmarketing123 #123webinar
8. 70% of marketers can’t
attribute ROI from SEO – the #1
channel for lead generation.
Source: Webmarketing123 State of Digital Marketing Survey, 2012
@webmarketing123 #123webinar
9. “Can you currently tie search
marketing keywords to revenue?”
1% Yes, we tie our keywords to revenue
and know our ROI from search
marketing
12%
Yes, we have the ability, but are not
currently using this data effectively
87%
No, we do not have the ability to tie
keywords to revenue
Source: GoToWebinar Poll
@webmarketing123 #123webinar
10. Webinar Agenda
1 Measuring ROI still a Challenge for Marketers
2 How to Measure ROI from Search
Case Studies – the Keyword That Brought in
3 $600K…and More
4 Key Takeaways
@webmarketing123 #123webinar
11. Calculating Search Marketing ROI
What you’re investing What that investment
In SEO and PPC contributes to revenue
$$$$$ $$$$$$$$$
@webmarketing123 #123webinar
13. Search Marketing ROI
Hundreds – possibly thousands – of keywords get
potential customers to your website, but only a
handful of those keywords end in closed deals.
How do I see the revenue impact
of specific keywords within my
campaign?
@webmarketing123 #123webinar
14. Toolkit for placing a dollar
value on a keyword
In order to know what search terms within your search
marketing program are generating the most revenue for your
company, you need the following tools:
- Marketing Automation
- Marketo, Pardot, Eloqua, etc.
- CRM Software
- Salesforce, Sugar CRM, Oracle, etc.
- Missing Link
- “Search Keyword & Source to CRM” connector tool
@webmarketing123 #123webinar
15. Missing Link - KeyTouch Attribution Tool
From Search to CRM
@webmarketing123 #123webinar
16. Webinar Agenda
1 Measuring ROI still a Challenge for Marketers
2 How to Measure ROI from Search
Case Studies – the Keyword That Brought in
3 $600K…and More
4 Key Takeaways
@webmarketing123 #123webinar
17. CASE STUDY: WEBMARKETING123
$75K from 1 Keyword in 4 Minutes
We optimize for hundreds of keywords, one of which
is “SEO Company”. Here’s one example of how we
were able to track a closed deal back to a specific
keyword.
@webmarketing123 #123webinar
18. CASE STUDY: WEBMARKETING123
1. Prospect searched “SEO Company”
2. Clicked Organic search result
3. Spent 4 minutes on site,
filled out “Contact Us”
form
4. Nurture email brought them
back to the site and kept our
brand top of mind. Deal closed
3 months later
@webmarketing123 #123webinar
19. CASE STUDY: WEBMARKETING123
Working backwards from a closed deal
and being able to attribute the lead source
to organic search for “SEO company”
gives us 75,000 reasons to focus efforts
on optimizing for keyword “SEO
company”
@webmarketing123 #123webinar
20. CASE STUDY #2: GLOBAL MANUFACTURER
Two SEO Keywords Created $1.5 Million in
Pipeline Opportunity for a Global Manufacturer
- After a few months of working with us, had
increased the % of keywords that were ranking on
page one of Google (original objective of campaign)
- They weren’t tracking which keywords were
creating opportunities or sales and there was
increasing pressure from exec team to prove
marketing ROI.
@webmarketing123 #123webinar
21. CASE STUDY #2: GLOBAL MANUFACTURER
Gaining Visibility into ROI
Global Manufacturer worked with us to implement “Search to CRM” tool. In
just 2 days, they began to connect keywords to closed deals within their
CRM – and then view lead source data directly in their lead view.
2 weeks later, client was able to attribute $1.5 million in
revenue opportunity to 2 SEO campaign keywords – more
than justifying their initial investment in SEO.
@webmarketing123 #123webinar
23. Close the Loop, Make Informed Decisions
Start refining marketing program allocation based on actual revenue
instead of just leads or conversions.
Revenue
Keyword Allocation
Opportunity
Keyword A $85,000 $ $
Keyword B $60,000 $
Keyword C $275,000 $ $ $ $
@webmarketing123 #123webinar
24. Increase Spending Where it Makes the Biggest Impact
eConsultancy, 2012
@webmarketing123 #123webinar
25. 72% of Attribution Savvy Marketers are Better Able
to Allocate Budget Across Channels
eConsultancy, Feb 2012
@webmarketing123 #123webinar
26. Webinar Agenda
1 Measuring ROI still a Challenge for Marketers
2 How to Measure ROI from Search
Case Studies – the Keyword That Brought in
3 $600K…and More
4 Key Takeaways
@webmarketing123 #123webinar
27. Key Takeaways
• Although 70% of marketers aren’t able to tie revenue to
SEO, it IS possible to close the loop.
• If you have a CRM and a Marketing Automation System,
you already have the tools to measure ROI from SEO.
• Don’t stop at the lead level. Understand exactly which
SEO keywords generate leads, drive opportunities, and
close deals.
• If you need help, email us at seo@webmarketing123.com
@webmarketing123 #123webinar
28. We invite you to…
Download:
2012 State of Digital Marketing Report
bit.ly/2012wm123
webmarketing123.com
Email me for a Consultation:
SEO/PPC/Social Media Marketing
Measurement/Analytics Approach
Lead Gen Effectiveness
Mike.t@webmarketing123.com
NEXT WEEK’S WEBINAR:
Using Marketo for SEO
Optimization: Advanced Techniques
@webmarketing123 #123webinar