Forecasting, Presenting and Explaining SEO to Management

Forecasting, Presenting and Explaining SEO to Management

conductor.com/proboston

http://www.conductor.com/seomaturity


“The success of Searchlight is based on a combination of the people, the technology and the results. “ - Stefan Heeke, Siemens“Travelocity has noticed significant growth in SEO traffic and bookings since engaging with Conductor.” - Jeff Glueck, Travelocity

“Searchlight identifies our SEO shortcomings and increases our natural search ranking. Searchlight is the best solution out there.” - Jeremy Smith, Secondmarket




Tried SEO, Marginal Success The Rise of Paid

Search – companies focused hard here

Major Opportunity

PPC SEO

Recession – maxed out paid

SEO as the next major frontier

MARKET EVOLUTION 2005 - PRESENT




OLD SCHOOL SEO

Any SEO guy can now get into the Wall Street Journal

“"Overall Google has done a great job and there are very few cracks in the system," said Seth Besmertnik, chief executive of Conductor Inc., a company that helps companies such as General Electric Co. and Federal Express rank highly on search engines.

"But spammers are getting smarter and Google needs to keep getting smarter."

- Seth Besmertnik, Conductorconductor.com/proboston

SEO IS MAINSTREAM

http://online.wsj.com/public/quotes/main.html?type=djn&symbol=GE

http://online.wsj.com/public/quotes/main.html?type=djn&symbol=GE

http://online.wsj.com/public/quotes/main.html?type=djn&symbol=FDX

http://online.wsj.com/public/quotes/main.html?type=djn&symbol=FDX



““...wondering who exactly is doing what to your brand out there in SEOland, and how bad of a hit you might take...

“ “

...they just want to know exactly what their SEO consultants are up to...


Worried What Your SEO Guys Are Up To?

- Mike Arrington, TechCrunch Editor



TODAY WE’RE HERE TO GROW SEO

1. Build a successful and transparent SEO empire

2. Drive the SEO conversation

3. Engage with CMO’s

5. Prove SEO ROI

6. Communicate SEO

4. Increase your share of voice




4.Scale

5.Compete

3.Measure

2.Invest

1.Try




FIVE STAGES OF SEO MATURITY







92% of traffic comes from page 1

STRIKING DISTANCE

PersonnelEngineering/ProductionSEO Technology

0

23

45

68

90

Jan Feb Mar0

20000

40000

60000

80000

RankTraffic

try 1Budget Strategy Metrics




BASIC KEYWORD SORTER







0

200,000

400,000

600,000

800,000

Jan Feb March0

3

6

9

12

Aggregate Keyword Search Volume

Search VolumeAverage Rank

invest 2Budget Strategy Metrics

PersonnelEngineering/ProductionSEO TechnologyContentLink Building

GROWKeyword Expansion




KEYWORD EXPANSION




SETTING SEO EXPECTATIONS







THE BOSS WANTS TO SEE ROI




Become a business guy




This is an actual conversation about SEO said in two different ways...

TALKING THEIR LANGUAGE


Our revenue for the site is down because pages were not optimized for natural search and we’re no longer directing people to preferred landing pages that have the highest conversion rates. Optimizing pages for natural search, creating optimal landing pages and correcting how the old site redirects to the new site will have a significant increase to our ROI....

““



This is an actual conversation about SEO said in two different ways...

TALKING THEIR LANGUAGE


Our revenue for the site is down because pages were not optimized for natural search and we’re no longer directing people to preferred landing pages that have the highest conversion rates. Optimizing pages for natural search, creating optimal landing pages and correcting how the old site redirects to the new site will have a significant increase to our ROI....

““



TIE SEO METRICS TO

BUSINESS METRICSWarning! Measure now or

lose investment

PersonnelEngineering/ProductionSEO TechnologyContentContinuing EducationLink Building

0

250,000

500,000

750,000

1,000,000

Jan Feb March0

250000

500000

750000

1000000

SEO ROI

RevenueTraffic

measure 3Budget Strategy Metrics




CAMPAIGN SPECIFIC ROI

Rankings

Traffic

Revenue

UNOPTIMIZED SEO INFO GRAPHIC

SEO ROI =SEO Revenue - Revenue you’d get from doing nothing

Investment in SEO




REVENUE

COST


Non-BrandedKeywords

All KeywordsAll Natural Revenue

Multi Session Revenue

First Click

SEO Headcount

Technology

Programs

FACTORS TO CALCULATE

YOY



REVENUE

COST


SEO Headcount

Technology

Programs

HOW TO LOOK BAD

Non-BrandedKeywords

First Click

SEO Headcount

Technology

Programs

YOY



REVENUE

COST


HOW TO LOOK GOOD

Non-BrandedKeywords

All Natural Revenue


SEO Headcount

Technology

Programs



REVENUE

COST


HOW TO LOOK GREAT

% of PPC% of PR

% of Social

% of Other

)( -

All KeywordsAll Natural Revenue


SEO Headcount

Technology

Programs



Good Great

Bad

All Keywords, All Natural Revenue, Multi-Session

(All SEO Headcount + Technology & Program Investment) - % of PPC, PR,

SOCIAL Costs

Non-Branded, All Natural, Multi-session

Non-Brand, YOY Delta, First Click

All SEO Headcount + Technology & Program

Investmentconductor.com/proboston

REVENUE

Cost



SEO P&L WORKSHEET




ORGANIZE AND

PRIORITIZEMake all keywords winners


0

375

750

1,125

1,500

Category 1 Category 2 Category 3

Keyword Pipeline

21+11-201-10

scale 4Budget Strategy Metrics




CAMPAIGN MANAGEMENT

A Content Building Program

Your US SEO Agency

New Keyword Discovery

BUILD AN SEO TEAM

I’m the Link Builder

I’m the Content

WriterI’m

the Keyword Jockey

I’m the Strategist/

Analyst

I’m the Project Manager

conductor.com/DMF2011






compete 5

CRUSH THE COMPETITION

SEO is a Zero Sum Game


SEO Market Share

Company 1Company 2Company 3Others

Budget Strategy Metrics




CREATE INTERNAL COMPETITION




SEO DASHBOARDINSERT SCREEN SHOT




DOWNLOAD TODAY1. Conductor SEO ROI Worksheet

2. Conductor Keyword Sorter

3. Conductor Market Opportunity Worksheet

5. Conductor 4 Quarter Share of Search Worksheet

6. Todays Presentation and Unoptimized SEO White-paper

4. Conductor SEO Maturity Assessment

Download All Todays Materials Fromconductor.com/proboston




Q&A

[email protected]

TWITTER: @BESMERTNIK

mailto:[email protected]

mailto:[email protected]