Date post: | 20-Aug-2015 |
Category: |
Business |
Upload: | brightonseo |
View: | 826 times |
Download: | 2 times |
Audience
2
DEFINITION
Business
Client Objectives
Language
Demographics
Needs
Market
Landscape
Geographic
Seasonality
Technology
Data
Commercial
Identity
Strategic
Values
Brand
MANAGING EXPECTATIONS
3
Non-brand awareness
Smaller budgets
More agile
Less resource
New to SEO
Bigger expectations
Sole marketing channel
High reliance on return
Target terms (focussed campaign)
Brand management
Larger budgets
More resource capacity
Multiple projects
Higher level of understanding
Long signoff/Compliance
Multiple agencies
Market share
Target terms (broad campaign)
4
REPORTING
Year on year/not month on month
Other marketing activities
Other marketing channels
Google Insight
Keep a calendar
Weighted rankings
Competitor data
Google Webmaster Tools
5
KPIS: GOOD VS BAD
Conversions
Revenue
Brand awareness
Generic term visibility
Tail term visibility
Profit
Traffic driving keywords
Page views
Bounce rate
Vanity terms
Time on site
PageRank
% of traffic driven by SEO
6 http://www.youtube.com/watch?v=mreCrKHSYYE
7
ONLY LAST ‘KICK’ COUNTS
http://www.youtube.com/watch?v=mreCrKHSYYE
http://econsultancy.com/uk/blog/7229-social-media-and-seo-massively-undervalued-study9
ATTRIBUTION
NON-BRAND:14 TIMES MORE VALUE
BRAND: 9 TIMES MORE VALUE
CONVERSIONS
ASSISTED CONVERSIONS
ATTRIBUTED CONVERSIONS
http://www.stateofsearch.com/seo-forecasting-a-poor-allocation-of-resource/11
FORECASTING
12
THINGS TO CONSIDER
“Educated” Guess
Many variables
Other marketing activity
Client ROI
Actual dataOpportunity
analysis
Reforecast
“standard deviation bounds”
Current environment
Budget Allocation
14
2011 SEO STRATEGY
http://www.youtube.com/watch?v=vLp9Qf99DCI
15
FIXED VS PERFORMANCE MODELS
Limited Budgets
Non-SEO Factors
VisibilityRisk vs Reward
Traffic
Timely Implementation
Large Opportunity
Revenue