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Doug Platts

Head of Natural Search, iCrossing

COMMUNICATING THE VALUE OF SEO

Audience

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DEFINITION

Business

Client Objectives

Language

Demographics

Needs

Market

Landscape

Geographic

Seasonality

Technology

Data

Commercial

Identity

Strategic

Values

Brand

MANAGING EXPECTATIONS

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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)

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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

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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

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ONLY LAST ‘KICK’ COUNTS

http://www.youtube.com/watch?v=mreCrKHSYYE

THE USER JOURNEY

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

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WHERE DOES IT WORK?

http://www.stateofsearch.com/seo-forecasting-a-poor-allocation-of-resource/11

FORECASTING

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THINGS TO CONSIDER

“Educated” Guess

Many variables

Other marketing activity

Client ROI

Actual dataOpportunity

analysis

Reforecast

“standard deviation bounds”

Current environment

Budget Allocation

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GOOGLE WEBMASTER TOOLS

Impressions

CTR

Back link Growth

Accessibility

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2011 SEO STRATEGY

http://www.youtube.com/watch?v=vLp9Qf99DCI

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FIXED VS PERFORMANCE MODELS

Limited Budgets

Non-SEO Factors

VisibilityRisk vs Reward

Traffic

Timely Implementation

Large Opportunity

Revenue

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LAST FEW WORDS

Doug PlattsHead of Natural Search

@dougplatts