Facetime With an SEO Expert | slides 3-4-14

transcript

#123webinar | @webmarketing123

Facetime with an SEO Expert

/ Frequently Asked Questions

1. Who’s the expert?

2. Can I ask questions?

3. Can I have a copy of the slides?

Tweet @webmarketing123 or use #123webinar.

Yes! Email results@webmarketing123.com.

About Us

#123webinar | @webmarketing123 4

We are a digital marketing agency focusing on demand generation.

Search Engine Optimization

Website Redesign

Paid Search & Display

Content Creation

Top 500 Fastest

Growing Private

US Companies.

1 2014 State of SEO

2 Proven Process for Strategic SEO

3 Make the Business Case for SEO

4 Live Site Analyses

On the Agenda

#123webinar | @webmarketing123 6

Is SEO dead?

Google receives

100 Billionsearches a month on average.

Source: CNET; “Google Scratches It’s Brain 500 Million Times a Day”

MarchPanda

24 & 25

MayPenguin 2.0

AugustHummingbird

SeptemberSecure Search

2013 changed SEO in a BIG way.

/ 2014 State of SEO

SEO Then SEO Now

On-Page Optimization

Basically meant proper HTML keyword

placement.

Source: Moz; “A Visual Guide to Keyword Targeting and On-Page Optimization”

/ 2014 State of SEO

SEO Then SEO Now

Link Building

Link building used to mean chasing after

more links and exact match anchor

text on irrelevant sites.

Modern link building must be done the old

fashioned way: Creating quality content

AND a plan to get this content placed.

Quality

SEO now depends more on content.

What type of content does Google like?

Fresh,frequent, quality

content.

Site Metricslike time on site, bounce rate, and

load time.

Authorship Verificationhelps signal

original content.

/ 2014 State of SEO

63% of ALL marketers plan to spend more on

content this year.

Source: “Cold, Hard Content Marketing Stats,” Kapost

62%Costs 62% less than traditional marketing.

3xGenerates 3x as many leads as traditional marketing.

6xWebsite CVR is 6x higher for content marketing adopters.

47%Nurtured leads make 47% larger purchases.

/ 2014 State of SEO

Great. So what about my SEO strategy?

1 2014 State of SEO

On the Agenda

/ Proven Process for SEO

Choose keywords carefully,

Initially.Use Google tools to measure demand and competition.

Calculate your SEO content gap.How much content do you need to create?

2/ Feed Search with Great Content

# of Buyer Personas

# of Funnel Stages

Covered Topics

Possible Topics[ ]( )

Pieces of content you need just to cover your bases.

Shore up your Website Content.Map your keywords & stay organized with a content calendar.

Ace site content structure.Optimize structure to increase indexed pages.

Mobile

Enterprise

Other Relevant Internal Pages

MobileSMB Enterprise

Thematically group pages around keywords.

Create quality content within each section that relate to larger keyword themes.

Link pages within the same groups to further strengthen theme of website.

Have a Content Plan!

Tent Pole PiecesFreq: 1 per quarter

Optimized Website Pages

Freq: As needed

1 2014 State of SEO

On the Agenda

Your budget depends on ROI.

Source: Webmarketing123; 2014 State of Digital Marketing Report

/ How to Make the Case for SEO

Cited obstacles to winning budget:

“2/3 of CMOs think ROI will be the primary measure

of marketing effectiveness by 2015. But, HALF feel

insufficiently prepared to provide hard numbers.”

And, so does your job.

Source: IBM CMO Study, Digital Era Transforming CMO’s Agenda, Revealing Gap in Readiness

Finally, here’s how to convince your boss.

Make the Business Case:

Calculate search opportunity.Quantify the cost of NOT ranking on page 1.

1/ How to Make the Case for SEO

Cost of Not Ranking = $185,000 per Month

Calculate search opportunity.Quantify the cost of NOT ranking on page 1.

1/ How to Make the Case for SEO

Master closed loop reporting & AttributionJustify your SEO investment by tying search to your CRM.2

Gain actionable insights into which campaigns generate revenue:

Sample report.

/ ROI Reporting

Marketing Campaigns Tied To ROI

Make the Business Case:

Revenue SEO

$2.2M ROI

1 2014 State of SEO

On the Agenda

LIVE SITE ANALYSES

#123webinar | @webmarketing123 #123webinar | @webmarketing123 34

Get a second opinion on your Digital Strategy.

In a 30 minute consultation, learn:

Uncover potential major issues

Where you rank in relation to competitors

Measure revenue opportunity from Search

What you can do to accelerate results from SEO now

Email Results@webmarketing123.com or call 800.619.1570

Thanks!

Mike TurnerDirector of Business Development

Facetime With an SEO Expert | slides 3-4-14

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