Date post: | 14-Jan-2017 |
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Facetime with an SEO Expert
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/ 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 [email protected].
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About Us
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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.
#123webinar | @webmarketing123
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?
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Google receives
100 Billionsearches a month on average.
Source: CNET; “Google Scratches It’s Brain 500 Million Times a Day”
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MarchPanda
24 & 25
MayPenguin 2.0
AugustHummingbird
SeptemberSecure Search
2013 changed SEO in a BIG way.
/ 2014 State of SEO
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/ 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”
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/ 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
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SEO now depends more on content.
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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
#123webinar | @webmarketing123
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
#123webinar | @webmarketing123
Great. So what about my SEO strategy?
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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
/ Proven Process for SEO
Choose keywords carefully,
Initially.Use Google tools to measure demand and competition.
1
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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.
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Shore up your Website Content.Map your keywords & stay organized with a content calendar.
3/ Feed Search with Great Content
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Ace site content structure.Optimize structure to increase indexed pages.
4/ Feed Search with Great Content
Mobile
Enterprise
SMB
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.
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Have a Content Plan!
Tent Pole PiecesFreq: 1 per quarter
Optimized Website Pages
Freq: As needed
5
#123webinar | @webmarketing123
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
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:
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“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
/ How to Make the Case for SEO
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Finally, here’s how to convince your boss.
/ How to Make the Case for SEO
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Make the Business Case:
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Calculate search opportunity.Quantify the cost of NOT ranking on page 1.
1/ How to Make the Case for SEO
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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
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Master closed loop reporting & AttributionJustify your SEO investment by tying search to your CRM.2
/ How to Make the Case for SEO
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Gain actionable insights into which campaigns generate revenue:
Sample report.
/ How to Make the Case for SEO
#123webinar | @webmarketing123
/ ROI Reporting
Marketing Campaigns Tied To ROI
$
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Make the Business Case:
Revenue SEO
$2.2M ROI
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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
LIVE SITE ANALYSES
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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 [email protected] or call 800.619.1570
Thanks!
Mike TurnerDirector of Business Development