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My presentation from BOLO 2013 in Scottsdale, AZ on SEO and sell it and deliver it better.
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How to Sell & Service SEO in 2014…
SEARCH ENGINE OPTIMIZATION
IMPORTANCE OF SEO CONTINUES TO GROW
How Consumers Found Websites in 2012 Report by Forrester
Despite many “SEO is Dead” claims by so-called experts…
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SAME FOR ALL OF E-COMMERCE, TOO
eMarketer Worldwide B2C Ecommerce 2013 Forecast and Compartive Estimates
Maybe buying stuff on the internet isn’t just a fad?
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LOTS OF UNCERTAINTY / GOSSIP IN SEOIt’s a mad, mad world…
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BUT THAT’S NOT UNIQUE TO SEO EITHER…
Adobe Digital Distress Study, 2013
The truth is, maybe this stuff isn’t as easy as we all thought?
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IN THE END: ROI STILL MATTERS…
Adobe Digital Distress Study, 2013
Money in, money out…
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…AND SEO GENERATES IT.How we helped a Client blow their numbers out of the water…
258% INCREASE IN PAGE 1 VISIBILITY FOR NON-BRANDED QUERIES
84% YOY INCREASE IN ORGANIC SEARCH TRAFFIC
40% YOY INCREASE IN ECOMMERCE SALES COMING FROM ORGANIC
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HOW TO SELL SEOA few tips to make your pitches more effective & compelling…
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HOW VS. WHY SELLING
http://blog.hubspot.com/sales/persuasion-tactics-how-vs-why-selling
The differences between “How” and “Why” Selling…
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SHOW YOUR WORK, TELL A STORYProvide a little work for free, share experiences/stories from other accounts…
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PITCH WITH PASSION
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JUST SAY NODon’t sell clients things they don’t need – even if they ask for it…
Adobe Digital Distress Study, 2013 12 / #BOLO2013 @nickroshon
FORECAST RETURNSYou cannot guarantee results, but that doesn’t mean you can’t forecast at all…
• What is cost in PPC?• What is expected traffic?• How long to improve? • Case Studies?
Adobe Digital Distress Study, 2013 13 / #BOLO2013 @nickroshon
SCOPE TO DELIVERABLES, NOT JUST HOURS
SCOPING BEST PRACTICES FOR SEO:• Make it clear what objectives & KPI of SOW are• Scope to deliverables, but include plenty of time
to consult on implementation, training• Put project goals IN WRITING
Incentivize efficient work, make it clear what clients are getting…
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PRIORITIZE EVERYTHING, HOLD HANDSDon’t just instruct how to fish, get the boat out and go fishing together…
GOOD: Here is a list of things wrong with your website…
BETTER: Here’s how you could potentially fix those things…
BEST: Let’s prioritize & scope every change needed, and put a business case behind each one…
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MARKET YOUR MARKETINGMake your wins noticeable through KPI-oriented reporting...
Clicks Revenue Spend0
20
40
60
80
100
120
140
160
180
200
SEO or SEM SEO + SEM
INCREASE IN TRAFFIC
INCREASE IN REVENUE
DECREASE IN AD-SPEND
Rules for Reporting:1) Focus on KPIs2) Include all channels3) Make it look nice
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COLLABORATE WITH OTHER CHANNELSNever take credit for wins – SEO supports the larger goal…
• PPC Ad Copy Testing influencing SEO Meta Descriptions• Content Strategy influenced by SEO Keyword Research• Web Design & Creative influenced by SEO Best Practices
PAID MEDIASOCIAL MEDIA
REPORTING AND
ANALYTICS
VIDEO & BLOG
STRATEGY
CONVERSION OPTIMIZATION CREATIVE
SEO Data, Deliverables & Consulting
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GET AGILE: ALWAYS BE SHIPPING
Organize in short sprints rather than huge waterfalls
Keep each sprint focused on S.M.A.R.T. goals, tied to KPIs
SEO is not a finite task, it’s an on-going process
Don’t try to do too much at once – it’s overwhelming for both agency & client…
Check out my preso from BOLO 2012 on Agile SEO Here: http://www.slideshare.net/nickroshon/agile-seo-optimizing-in-realtime-bolo-2012
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19 / ©2013 Covario, Inc. All rights reserved.
2.5 MM CM
WHAT IT LOOKS LIKE: ANOTHER EXAMPLEOnce trust and proof of concept is established, it sells itself…
ABOUT ME / ABOUT COVARIO
NICK ROSHONAccount Director, Covario• Tech Editor of “Search and Social: The Definitive Guide to Real-Time Content Marketing”• Blogger at NicksCarBlog.com, NickRoshon.com, NicksTravelBlog.com• Previously Sr. SEO Strategist @iCrossing
COVARIOGlobal Search Agency• 9 Offices, 250+ Employees WW• 2x winner of OMMA Search Agency of the Year• Forrester “Strong Performer” in Search Marketing Wave• Headquartered in San Diego, CA
Thanks for having me!
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