Drive Your Business' Bottom Line Using Natural Search in a 3-Step Program

Due to subject matter, viewer discretion is advised

The following PowerPoint includes a dramatization that is drawn from a

variety of experiences with many fortune 500 and successful companies

who ultimately fail miserably at SEO

For dramatic and narrative purposes, this PowerPoint contain fictionalized scenes that

may make you feel uneasy about your company, competition

and the purpose of existence.

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Once upon a time ….

1

ACME Board of Directors

Seth Besmertnik, CEO - Twitter: @Besmertnik [email protected]

We are losing market share quickly

CFO: I’ll create a 500k budget and we will crush everyone – let’s get the best seo agency/people around

CEO: Our competitors are beating us at this SEO thing

HAHAHAHHAHAHAHAHA –We will crush them

So the CMO took action

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Bob Smith, Director of SEO

TWO SUPPORT STAFF


Timeline

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Months 6-12

•Suggestions weren’t implemented•Progress was measured with PPC metrics and

expectations•SEO didn’t have a positive comparable CPC

First 2 Months

•Keyword Discovery Process

•Strategic Planning

2-4 Months

•Exhaustive site audit

•List of recos for engineering

•Content suggestions

Month 5

•Communication•Roll Out Time Frame


What the CMO (Jim) says

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We’re doing SEOWe’re building Web 2.0

When is our tee time?

Who do I have to pay to get a change to our CMS?

Why did they hire me if they’re not going to listen?

Maybe I Should make another “Importance of SEO”deck…..?

– What the SEO thinks


What Happened?

5

INTERNAL HEADCOUNT

AGENCY BUDGET


A 3-Step Program to Drive Your Business' Bottom Line Using Natural Search

Seth Besmertnik, CEOFebruary 24th, 2010 at OMS

Everything You See Today Will Be Available for Download

• This Presentation

• All the tools and resources

Seth Besmertnik, CEO -Twitter: @Besmertnik [email protected]

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www.conductor.com/oms

About Conductor, Inc.

• Conductor has developed the leading platform for analyzing, managing, and optimizing natural search for the Mid-Market and Enterprise –Conductor Searchlight

• 65+ employees, with backgrounds from Google, Yahoo, MSN, agencies, and technology providers

• Largest technology company focused on “the SEO problem”

• We have 200+ Fortune 1000 & Internet Retailer 500 customers

• Successfully helped create an SEO culture for many companies


Quick Thoughts on the State of SEO and Mid-to-Large Companies Today

CONFIDENTIAL9

Natural Search is most under spent channel in web marketing

86% 14% Only 14% of allsearch engine clicks

Natural Paid

Sources: Forrester

86% of allsearch engine clicks

Traffic

11% of search spendMarket Size = ?

11% 89%89% of search spend

Market Size = $10.7 bn

Spend

CMOs are excited by the potential of SEO but extremely frustrated by the lack of accountability and ability to measure ROI

11.8 billion monthly searchesacross major engines (growing by

25% per year)


Untapped Potential in Natural Search

11 Seth Besmertnik, CEO - Twitter: @Besmertnik [email protected]

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1998 2000 2002 2004 2006 2008 2010

SEO is Getting More ComplicatedThe Evolution of SEO


A 3 Tiered Approach to Creating an SEO Culture

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Define the Opportunity

Expectations and a

Game Plan

Make Reporting a Cornerstone

Keyword

Metrics

Rankings

Traffic

Attribution

Bookings

Overall ROI

Campaign

Level ROI


Define the Opportunity

If you don't know what's out there……how do you know how much you have?

CONFIDENTIAL14

Define the market opportunity

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Isolate keywords for top 50,100,1k,2k, non-branded terms

Gather volume and ranks

Use a CTR Curve to define potential visitors

(If you can, get PVV data for each keyword)

Download worksheet from Conductor.com/oms


Get someone in your organization to:

What is SEO Worth to Your Organization? (Define the Market)

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Total Realized Opportunity160mm Visitors

Total Unrealized Opportunity1 Billion Visitors

You can download this template from conductor.com/oms


Where are you heading?


Create a Game Plan for Success

Educate, Manage Expectations, Create Success Metrics, and Establish Milestones

CONFIDENTIAL18

SEO Touches Everything

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Editorial

IT

SEO

PPC

Public Relations

PPC

Direct Marketing


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Investment: Organic vs. Paid

0

10

20

30

40

50

60

70

80

90

100

Paid Search Organic Search

Investment

Tra

ffic

Abandoned SEO


SEO Maturity Cycle

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Try

Education &evangelism

Small/sharedresources

No formal mgmtprocess

Invest

Internal /agency

investment

Tactical focus

No auditing

No scale

No ROI

Measure

Move from SEO metrics to business

metrics

Regular and systemic ROI

reporting

Shift from tactical to strategic

Scale

Opportunitydiscovery

Specialistresources

Real SEO prioritization

Attribution modeling

around SEO

Compete

Share of search calculations

Monitoring & alerts of important SEO changes

External validation & auditing

Lost opportunity cost identification


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The Evolution of an SEO Budget


Headcount Engineering ContentTechnology Link Building Continuing Ed

Try(Stage 1)

Headcount Engineering ContentTechnology Link Building Continuing Ed

Scale (Stage 5)

SEO is all or nothing

Technology Link Building

Continuing Education

SEO Success

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∞ x 0 = 0

Headcount Engineering Content


SEO Maturity Cycle Worksheet

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SEO Assessment

Audit Each of 4 Categories:

• Site/Technical Optimization

• Content Optimization

• Offsite Issues

• Tracking and Metrics

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The need for an SEO Service Level Agreement

• SEO needs cross-functionality

• Create an SEO task force

• Agree on minimum service levels



Reporting – The Roadmap to Continued Success

CONFIDENTIAL27

Reporting Overview

• Continue to create urgency around competition

• Report on non-business metrics in a ‘business’ manner

• Think outside the box around ‘Soft’ ways to evangelize SEO


Stepping Stone SEO Metrics

Keyword Metrics

Recos Made

Average Page

Scoring

# of Indexed, backlinks

Etc…

Rankings

Traffic

Overall ROI

Create a timeline on maturing your metrics

Q1 Q2 Q4Q3 Q1 Q2

PRE-TRAFFIC POST TRAFFIC

Conversions

Attribution Campaign Level ROI

GOALSMILESTONES


Stepping Stone SEO Metrics

Keyword Metrics

Recos Made

Average Page Scoring

# of Indexed, backlinks

Etc…

Rankings

Create a timeline on maturing your metrics

Q1 Q2 Q3

MILESTONES


Keep urgency alive with Share of Search reporting



Destination And Traffic Modified Movement

I'm Lowes – How Am I doing vs. Home Depot?

SEO Reporting is Not Just Excel and Powerpoints

CONFIDENTIAL34

Make Everyone Aware of the Wins and Let them Share the Success

Don’t Stop – Keep Using External Data Inputs

CONFIDENTIAL35

Take-Aways

•Define the Opportunity– $6 million in lost opportunity means more than ‘We should be doing SEO’

•Create a Game Plan– Continual Improvement - Don’t settle for yesterday’s success– Technology scales faster than people

•Measure Success– Report like crazy – SEO success is a board level business metric

CONFIDENTIAL36

Download these resources at:

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Opportunity Game plan Report

www.conductor.com/omsAsk me questions on Twitter -- @Besmertnik

MARKET OPPORTUNITY CALCSEO SLA AGREEMENT

SHARE OF SEARCH CALCDATMM SCORING MODEL
