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Facetime with an
SEO Expert
Webinar | July 16, 2013
Mike Turner, Director of Business Development
Are the slides available?
Engage with us on Social:
Get a consultation:Email us at “[email protected]”
@webmarketing123
facebook.com/webmarketing123
webmarketing123
Yes! Just email
Frequently Asked Questions (FAQs)
Upcoming Webinar on July 30
Raise Your SEO IQ in 60 Minutes
Visit our upcoming webinars page and sign up!
Join us and gain a deeper understanding of SEO. In this concise,
informative webinar, you’ll get the answers to:
•How do I select the right keywords to optimize for?
•Which content do I need to be successful?
•How do I best leverage Social Media for SEO?
•How do I measure revenue generated from SEO?
4
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
5
Fast Growing.Award Winning.
Top 10 of Bay Area’s 100
Fastest Growing Companies
Top 500 Fastest Growing
Private US Companies
6
We are experts at growing revenue for our clients.
7
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:
What x≈≈≈≈≈≈
CTR
Inquiry
Marketing Qualification
Sales Qualification
8
Inbound Outbound
Marketing Qualified Leads
Sales Qualified Leads (SGLs)
Close
Won Business
Opportunities
We impact pre-acquisition metrics like CTR & CVR to grow funnel
Using variation of SiriusDecisions Demand Waterfall™
# of total raw leads
Raw lead to Marketing
qualified lead (%)?
Marketing qualified lead to
Sales qualified lead (%)?
Sales qualified to closed
deal rate (%)?
A Quantitative View of Your Business
@webmarketing123 #wm123
1. 2012 State of Digital Marketing Survey
2. State of Search Marketing
3. A Shift in the Purchasing Process
4. Proven Process for Strategic SEO
5. Importance of Measurement and Attribution
6. Live Site Analyses
/ AGENDA
@webmarketing123 #wm123
In July, we surveyed over 500 U.S. marketing professionals
2nd annual State of Digital Marketing Report
/ 2012 State of Digital Marketing
@webmarketing123 #wm123
When compared to Social Media and Paid
Search, SEO makes the biggest impact on Lead Generation for both B2B and B2C.
Top objective for B2B: Lead Generation
Top objective for B2C: Generating Awareness
/ 2012 State of Digital Marketing
@webmarketing123 #wm123
1. 2012 State of Digital Marketing Survey
2. State of Search Marketing
3. A Shift in the Purchasing Process
4. Proven Process for Strategic SEO
5. Importance of Measurement and Attribution
6. Live Site Analyses
/ AGENDA
@webmarketing123 #wm123
Your target audience is searching
for you.
Your target audience is searching for you.
@webmarketing123 #wm123
There’s 4 Billion Daily Searches on Google
*SEOmoz
4 Billion
(2012)
2.4 Billion
(2010)
3 Billion
(2011)
/ State of Search
@webmarketing123 #wm123
90% of all clicks
happen on Page 1
*Optify Study,
Position CTR
1 45.46%
2 15.69%
3 10.09%
4 5.49%
5 5.00%
6 3.94%
7 2.51%
Eye tracking data from official Google blog
/ State of Search
@webmarketing123 #wm123
*Google and Compete B2B Customer Study
/ State of Search
Search engines are increasingly used and found useful
for making decisions.
@webmarketing123 #wm123
1. 2012 State of Digital Marketing Survey
2. State of Search Marketing
3. A Shift in the Purchasing Process
4. Proven Process for Strategic SEO
5. Importance of Measurement and Attribution
6. Live Site Analyses
/ AGENDA
@webmarketing123 #wm123
On average, B2B decision maker will
wait two weeks after their initial
visit before converting.
(Google, Compete B2B Customer Study)
B2B Buyers are moving 60-70%
of the way through the sales funnel before they
engage directly with sales reps (Forrester)
/ Shift in Purchasing Process
@webmarketing123 #wm123
Introducers
Influencers
Closers
Keyword searches
(Broad/generic)
Display advertising
Email marketing
Social media
Brand names
Search advertising
Remarketing
Search marketing
Model numbers
Branded terms
Decisions are being made higher in the funnel
/ Shift in Purchasing Process
@webmarketing123 #wm123
Lead-to-Customer Close % by Channel
Inbound Channels Close More Deals
/ Shift in Purchasing Process
@webmarketing123 #wm123
1. 2012 State of Digital Marketing Survey
2. State of Search Marketing
3. A Shift in the Purchasing Process
4. Proven Process for Strategic SEO
5. Importance of Measurement and Attribution
6. Live Site Analyses
/ AGENDA
@webmarketing123 #wm123
STRATEGIC SEO by
Strategy Implementation Tracking & Adjustment
1
2
3
Business Research,
Competitive Audit
and
Opportunity Analysis
Reporting with
KPI Scorecard,
Attribution
and Optimization
KeywordsSelection and
Mapping
ContentBlog, Press Releases,
White Papers,
“How-To”, News
Inbound
Links
Social
Signals
Meta
ContentPage Titles, URL’s
Site
Architecture
@webmarketing123 #wm123
Importance of Keyword Selection
/ Proven Process for Strategic SEO
@webmarketing123 #wm123
Use Google tools to Measure Demand
Adwords Keyword Tool
Keyword list with search volume
/ Proven Process for Strategic SEO
@webmarketing123 #wm123
Keyword Mapping
/ Proven Process for Strategic SEO
@webmarketing123 #wm123
1. 2012 State of Digital Marketing Survey
2. State of Search Marketing
3. A Shift in the Purchasing Process
4. Proven Process for Strategic SEO
5. Importance of Measurement and Attribution
6. Live Site Analyses
/ AGENDA
@webmarketing123 #wm123
More than half of CMOs
feel insufficiently
prepared to provide hard
numbers regarding
marketing program ROI.
Source: Deloitte CMO Summit, 2012
/ Measurement and Attribution
@webmarketing123 #wm123
7 in 10 marketers can’t attribute ROI from SEO –
the #1 channel for lead generation.
Source: Webmarketing123 State of Digital Marketing Survey, 2012
Hundreds of SEO keywords get potential
customers to your website, but only a handful of
those keywords lead to closed deals.
/ Measurement and Attribution
@webmarketing123 #wm123
Measure SEO Value from Search to CRM
GOOGLE ANALYTICS- - - - - - - - - - - - - - - - - - - - - - - - - |
KEYTOUCH ATTRIBUTION - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- |
/ Measurement and Attribution
@webmarketing123 #wm123
Sample Report
Actionable insight into which campaigns generate revenue:
/ Measurement and Attribution
@webmarketing123 #wm123
1. 2012 State of Digital Marketing Survey
2. State of Search Marketing
3. A Shift in the Purchasing Process
4. Proven Process for Strategic SEO
5. Importance of Measurement and Attribution
6. Live Site Analyses
/ AGENDA
@webmarketing123 #wm123
LIVE SITE ANALYSES
Upcoming Webinar on July 30
Raise Your SEO IQ in 60 Minutes
Visit our upcoming webinars page and sign up!
Join us and gain a deeper understanding of SEO. In this concise,
informative webinar, you’ll get the answers to:
•How do I select the right keywords to optimize for?
•Which content do I need to be successful?
•How do I best leverage Social Media for SEO?
•How do I measure revenue generated from SEO?
OVERVIEW
34
Get a second opinion on your SEO.
Thanks!
Mike Turner | Director of Business Development
In a 30 minute consultation, learn:
Where you rank in relation to competitors
How much revenue opportunity is available from Search (we’ll do the research)
What actions you can take today to accelerate results from your SEO program
Simply email [email protected] or call 800.619.1570