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4 Reasons Your CEO Needs to Know About SEO Top Tips for Online Business Success in 2012
Toll: +1 (646) 558-2124
Access Code: 694-690-755
@webmarketing123
@bradleywjoe
#wm123
#wm123
@bradleywjoe
Are the slides available?
Yes! Please email [email protected]
We want to hear from you!
@webmarketing123
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Want to learn more?
Contact us for a complimentary SEO Diagnostic. Details
at end of webinar.
Housekeeping Items
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@bradleywjoe
1 The Case for Online Marketing Why 1st Page ranking is important to achieve business goals online
2 Calculating the Cost of the Problem Understand how the lack of an online presence creates costs for your business
3 Competitive Analysis Learn how your competition is leveraging SEO to drive their business results
4 SEO and ROI How to tie SEO results to financial impact
Webinar Agenda
#wm123
@bradleywjoe
1 The Case for Online Marketing Why 1st Page ranking is important to achieve business goals online
2 Calculating the Cost of the Problem Understand how the lack of an online presence creates costs for your business
3 Competitive Analysis Learn how your competition is leveraging SEO to drive their business results
4 SEO and ROI How to tie SEO results to financial impact
Webinar Agenda
#wm123
@bradleywjoe
Budgets for digital marketing initiatives are increasing both in absolute total, as well as in their proportion of entire marketing budgets
1 Online Ad Spend Is On The Rise
Source: American Marketing Association, Forrester Research’s US
Interactive Marketing Forecast 2009-2014; Cambridge, Mass
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@bradleywjoe
1 Biggest Factors Influencing Online Success Comparing the most popular digital marketing channels
Source: First Annual Webmarketing123 Digital Marketing Survey
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@bradleywjoe
Currently, there are more
than 3 billion
searches/day on Google
Courtesy: SEOmoz
1 What is at Stake? Search engine usage is growing rapidly
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@bradleywjoe
Source : Jupiter Research, 2010
1 Search Engine User Behavior If you are not on the 1st page, you are invisible to most searchers
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@bradleywjoe
1 Search Engine User Behavior Investigate Google Insights to compare long-term trends: www.google.com/insights/search
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@bradleywjoe
1 What’s at Stake for Your Business? Google’s keyword tool provides specific insights to marketers
#wm123
@bradleywjoe
Key Thought #1
1. Identify the top 5 keywords your company needs to appear #1 on Google for today.
2. How many monthly searches are there for those 5 terms?
#wm123
@bradleywjoe
1 The Case for Online Marketing Why 1st Page ranking is important to achieve business goals online
2 Calculating the Cost of the Problem Understand how the lack of an online presence creates costs for your business
3 Competitive Analysis Learn how your competition is leveraging SEO to drive their business results
4 SEO and ROI How to tie SEO results to financial impact
Webinar Agenda
#wm123
@bradleywjoe
2 Calculating the Cost of the Problem By applying standard conversion metrics throughout the purchasing funnel, we can identify lost revenue on a monthly basis
#wm123
@bradleywjoe
Key Thought #2
1. What are the conversion metrics (avg. close rates, avg. sale price, etc.) for your business?
2. For your business, is there a significant cost for not ranking highly on the search engines?
#wm123
@bradleywjoe
1 The Case for Online Marketing Why 1st Page ranking is important to achieve business goals online
2 Calculating the Cost of the Problem Understand how the lack of an online presence creates costs for your business
3 Competitive Analysis Learn how your competition is leveraging SEO to drive their business results
4 SEO and ROI How to tie SEO results to financial impact
Webinar Agenda
#wm123
@bradleywjoe
• Search engines learn what your site is about by reading your content
• Optimal site content will sound natural to readers but also include mentions of targeted keywords
3 Website Content How to write for search engines
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@bradleywjoe
Main Elements Consist of:
a) Page Title
b) Description
c) And sometimes… Keywords
What it is
3 Meta Content
#wm123
@bradleywjoe
Main Elements Consist of:
a) Page Title
b) Description
c) And sometimes… Keywords
What it is
3 Meta Content
Facebook Groups: B2B Lead Gen
Keywords in the First or Second Position of the Page Title Have the Highest Impact!
Include descriptive keywords and phrases in page titles
3 Meta Content
#wm123
@bradleywjoe
Develop a “mapping” document that targets 3-5 keywords per page
3 How Many Keywords To Target Per Page?
#wm123
@bradleywjoe
Key Thought #3
1. Visit you top competitor’s home page
2. View the source code and locate what keywords are in the <title> and <description> tags
3. How does this compare with your SEO strategy?
#wm123
@bradleywjoe
1 The Case for Online Marketing Why 1st Page ranking is important to achieve business goals online
2 Calculating the Cost of the Problem Understand how the lack of an online presence creates costs for your business
3 Competitive Analysis Learn how your competition is leveraging SEO to drive their business results
4 SEO and ROI How to tie SEO results to financial impact
Webinar Agenda
#wm123
@bradleywjoe
Why SEO matters to achieve business success
4 SEO Is A Means To An End
Keyword
Rankings
Increased
Traffic
Lead and
Sales
1
2
3
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@bradleywjoe
Filter out “branded” traffic
Measures effectiveness of the SEO program
4 Analyze Organic Search Traffic
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@bradleywjoe
4 How to Measure ROI Full Funnel Digital Visibility
- Most B2B marketers would
attribute success at the point of
lead capture, i.e. “conversions”
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@bradleywjoe
4 How to Measure ROI Full Funnel Digital Visibility
- Reality is that there are several
touch points before the
“conversion” that influenced the
purchase decision
- Marketing currently gets no
credit for these!
- Worse yet, without closing the
loop with Sales to determine if
those leads led to new revenue,
we are NOT making sound
business decisions
#wm123
@bradleywjoe
Measuring SEO effectiveness by identifying keywords that drove the best conversions and sales
4 The Best SEO Reporting
#wm123
@bradleywjoe
Key Thought #4
1. When you signed off on your business plan goals for 2012, what did you commit to (10% increase in leads/sales, etc.)?
2. Can you identify the marketing channels that will help you achieve these goals?
#wm123
@bradleywjoe
Contact Us about Qualifying for a Complimentary Analysis
- “Cost of the Problem” Analysis: Discover the cost of not
ranking in the top positions on search engines. How much
revenue is being lost to competitors with the best rankings?
- Competitive Report: Find out where you rank against your top
competitors and what tactics they’re employing
- ROI Tracking: Detailing the keywords and sources that visitors
are using to discover your website and if those visitors are
converting into leads and sales
Please contact:
#wm123
@bradleywjoe
• Identify Where You Are Today: Determine whether the
lack of strong search engine ranking is a significant enough
cost for your business (it might not be).
• Tie Everything to Revenue: Fill out the “Cost of the
Problem” framework for your business. Does this make a
strong case for online investment?
• Achieve 2012 Marketing Goals: SEO is the most cost-
efficient way to generate qualified sales and leads. Take
advantage of search demand for your industry and leverage
this to achieve your 2012 business plan goals.
Key Takeaways
#wm123
@bradleywjoe
Contact Us about Qualifying for a Complimentary Analysis
- “Cost of the Problem” Analysis: Discover the cost of not
ranking in the top positions on search engines. How much
revenue is being lost to competitors with the best rankings?
- Competitive Report: Find out where you rank against your top
competitors and what tactics they’re employing
- ROI Tracking: Detailing the keywords and sources that visitors
are using to discover your website and if those visitors are
converting into leads and sales
Please contact: