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Secrets to Accelerating SEO Results
Webinar | May 21, 2013
Paul Taylor, CEO
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AboutWebmarketing123
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Search Engine Optimization
Paid Search / Display Advertising
Social Media
Website Design
International Expansion
Custom Measurement and Attribution
Our Services
Since 2004, we’ve employed a metrics-based approach to converting online visibility into measurable business results
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Our approach is built on data-driven strategy and efficient execution. Each campaign includes: ! Business Research + Strategy ! Custom Scorecard Tracking ! Attribution + Data-driven Optimizations
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Fast Growing. Award Winning.
Top 10 of Bay Area’s 100 Fastest Growing Companies
Top 500 Fastest Growing Private US Companies
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We are experts at growing revenue for our clients.
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We have unique experience driving lead generation campaigns for global Fortune 500 companies.
Across multiple business units and 4 countries we produced 34,356 new leads for a group of operating companies, including:
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How we see today’s sales funnel.
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What x≈≈≈≈≈≈
Inquiry
Marketing Qualification
Sales Qualification
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Inbound Outbound
Automation Qualified Leads
Sales Generated Leads (SGLs)
Teleprospecting Accepted Leads (TALs)
Teleprospecting Qualified Leads (TQLs)
Teleprospecting Generated Leads (TGLs)
Sales Accepted Leads (SALs)
Close Won Business
Sales Qualified Leads (SQLs)
Grow funnel with pre-acquisition metrics: CTR, CVR
Our services target each step of the funnel and use gained intelligence to optimize total campaign.
Using variation of SiriusDecisions Demand Waterfall™
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Accelerate results from SEO with our proven process.
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Accelerator Process empowers our clients to: ü Get results 66% faster ü Cut CPL in half ü Experience 2X lead volume ü Gain $8 pipeline revenue for every $1 spent
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Take a holistic approach
Accelerator Launch Implementation Tracking & Adjustment
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Research, Competitive Audit
and Opportunity Analysis
Reporting with KPI Scorecard,
Attribution and Optimization
Keywords Selection and
Mapping
Content Blog, Press Releases,
White Papers, “How-To”, News
Inbound Links
Social Signals
Meta Content
Page Titles, URL’s
Site Architecture
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First, dive deep into business to uncover insights and set strategy.
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Accelerator Launch
Research, Competitive Audit
and Opportunity Analysis
Our accelerator launch starts with an audit of existing web analytics, understanding business goals, and detailing customer search behaviors/language.
1. Know what your customers are searching.
2. Set clear benchmarks, goals, and key performance indicators for your SEO program
3. Compare rankings against competitors 4. Understand highest opportunity areas from Search
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Then, conduct a Workshop to get high performance campaigns up and running faster.
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Accelerator Launch
Research, Competitive Audit
and Opportunity Analysis
+ WORKSHOP
2-day workshop: Pulls together brand managers, marketing, product managers, sales, IT, and more to establish buy-in, goals, and detail accountability.
1. Streamline implementation of campaign 2. Proactively identify obstacles and countermeasures
3. Establish clear action plans and accountability
Results of workshop:
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Create an Action Plan to detail ownership and accountability
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SEO requires more than just on-page optimization and back-links:
1. The right keyword strategy 2. Content creation and syndication plan
(biggest challenge for most)
3. Expert guidance on site architecture and optimizations
4. Social signals (i.e. Authorship mark-up, Google+ integration, and more)
Implementation
Keywords Selection and
Mapping
Content Blog, Press Releases,
White Papers, “How-To”, News
Inbound Links
Social Signals
Meta Content
Page Titles, URL’s
Site Architecture
Comprehensive optimization requires:
What’s in the Action Plan?
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Tracking and Attribution with a KPI Scorecard
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Successful campaigns don’t stop at implementation
Scorecard Methodology: 1) Predictive Analytics to Set Realistic Targets
2) Monthly Measurement of Success KPIs
3) Root Cause/Countermeasure Analysis for Missed Targets
• This step allows for sustainment and iteration for continual improvement
Tracking & Adjustment
Reporting with KPI Scorecard,
Attribution and Optimization
A measurement Scorecard establishes a common basis of comparison and holds teams accountable for key metrics indicating revenue growth
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Customized SEO Scorecard for top KPIs
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Advanced attribution tracking empowers you to track revenue back to campaign keywords
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• SEO • Search
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Zenprise went from #17 to #3 on Google in less than 60 days Goals: ! Increase lead volume, but not at the price of quality ! Outrank competition ! Speed up execution of search marketing campaigns
Challenge: Zenprise faced extremely competitive keywords in tech-savvy industry. Internal team lacked bandwidth to manage Search marketing.
Solution: ! Conducted Acceleration workshop to establish unique KPIs and benchmarks ! Gained buy-in of Search as a company-wide endeavor. ! Developed action plan to leverage in-house strengths and identify obstacles
Results: ! #17 to #3 in less than 60 days for “Mobile Device Management” (behind only
Apple and Wikipedia) ! 200% increase in conversion volume ! 50% decrease in cost-per-lead ! 800% return on search marketing investment
Case Study B2B
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What else can you do? Integrate SEO and PPC
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Integrate SEO + Paid Search and fast-track results:
Search Engine Ads
SEO
Benefits of integrated SEO and Paid Search:
1. Immediate source of additional revenue Google reports that 89% of ad clicks are incremental*
2. Risk mitigation – If algorithm update
drops you off, you can still be on 1st page 3. Cross-channel learnings – Shared
performance data from each channel improves performance of each
Because two revenue streams are better than one. And 25% of all B2B online leads come from Paid Search*.
*ThinkWithGoogle Study, Google
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AppDynamics experienced a 10X Return in Pipeline Revenue
Goals: ! Out rank competition for target search terms ! Increase volume of leads secured through lead generation programs ! Increase % of raw leads that convert to qualified opportunities ! Improve ROI for new customers
Challenge: AppDynamics needed to revamp lead generation efforts. They knew they were underutilizing SEO as a means of inbound lead generation and were placing too much focus on display ads to promote a free software download.
Solution: ! Established unique KPIs and benchmarks ! Execute integrated marketing strategy, inc. SEO, PPC, and content creation ! Large expansion of AppDynamics’ optimization program by introducing
additional keywords
Results: ! 73% increase in organic search traffic in <6 months ! 101% Increase in Organic, non-branded search traffic in <6 months ! 500% Estimated overall ROI ! 10X Return in pipeline revenue from SEO
Case Study
• SEO • Paid Search • Content Creation
B2B
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Additional Case Studies
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Camille La Vie saw a 273% Increase in Online Sales Revenue from 2011 to 2012
Goals: ! Boost site traffic and visits to product pages ! Improve revenue from online store
Challenge: Camille La Vie sells designer dresses and relied heavily on in-store sales revenue. They had minimal to no site traffic or online sales.
Solution: ! Established more comprehensive SEO program to include all products ! Content creation & technical team to execute agency recommendations ! Targeted seasonal products with integrated SEO and content campaigns
Results: ! 283% Increase in organic traffic from non-branded keywords ! 273% Increase in revenue from organic search ! 3,465% increase in traffic for “Homecoming” related keywords
Case Study
• SEO B2C
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Hornblower Increased Lead Volume by 636% and reduced their CPL
Goals: ! Improve lead volume and efficiency ! Increase reach across multiple channels
Challenge: Hornblower provides dining and event cruises to 8 ports throughout the US. To maximize profits, their goal was to significantly increase the number of quality leads seeking to book large events.
Solution: ! Improve user experience through improved landing pages ! Improve budget allocation strategies to maximize volume ! Utilize LinkedIn and Facebook targeting to capture corporate and wedding leads
Results: ! 636% increase in lead volume ! 73% increase in conversion rates ! 27% decrease in cost-per-lead
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• Search • Social Display
B2B + B2C
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Moving Guru Reduced their Cost-Per-Acquisition by 31%
Goals: ! Increase lead volume while maintaining strict CPA goals
Challenge: Moving Guru is a moving quote aggregator that helps people save on their move by connecting them with multiple moving companies.
Solution: ! Utilize advanced Google Display Network (GDN) features ! Improve campaign structure for better quality scores and conversion rate ! Create new landing pages to form an easier path to conversion
Results: ! 457% increase in leads ! 31% decrease in cost-per-acquisition ! 42% increase in conversion rates
Case Study
• Search • Display
B2C
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Thank You. Paul Taylor | [email protected]
Get a consultation and learn:
ü Where you rank in relation to competitors
ü How much revenue opportunity is available from Search (we’ll do the research)
ü What actions you can take today to accelerate results from your SEO program
Simply email [email protected] or call 800.619.1570
