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This presentation was prepared for Search Exchange 2011 and presented by Conductor CEO Seth Besmertnik. Whether you are a big or small company, global brand or local business, SEO represents the most cost effective opportunity for you to get more traffic, grow conversions and increase revenue. Seth shares the top 10 winning SEO secrets used by leading brands to consistently stay on top of the search engines.
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or be an idiot to ignore
Top 10 Secrets Behind Winning SEO Cultures Everyone Should Know
@conductorconductor.com/se2011
“Searchlight identifies our SEO shortcomings and increases our natural search ranking. Searchlight is the best solution out there.” - Jeremy Smith, Secondmarket
Over 500 leading brands rely on ConductorMost widely used SEO platform
Optimizing billions worth of SEO revenue
@conductorconductor.com/se2011
The world of search engine marketing is upside down
conductor.com/se2011 @conductor
22 Billion
Monthly Google Searches
@conductorconductor.com/se2011
92% Traffic
Comes from Natural Search
conductor.com/se2011 @conductor
Consumers trust search engines
@conductorconductor.com/se2011
11% Budget
For SEOconductor.com/se2011 @conductor
PPC is predictable SEO was not
You get out what you put in
Easy to measure
Easy to understand
Easy to test
Big Opportunity, Yet Difficult to Realize
Not easy to determine ROI
Difficult to quantify
Hard to prove
Executives don’t get it
conductor.com/se2011 @conductor
Why did this paradigm exist?
CEO
Sales MarketingComIR Tech
Paid
Display
SEO
PR
PM
conductor.com/se2011
SEO
Success SEO is an Enterprise-Wide Effort
@conductor
@conductorconductor.com/se2011
1.They know their search market opportunity
@conductorconductor.com/se2011
Determine the keywords that are in your ecosystem
Determine secondarykeywords you need
to create content for
Don’t forget!Secondary keywords will
have a lower conversion rate
86.0%
14.0%
Total Unrealized Opportunity
1 Billion Visitors
Total Realized Opportunity
160mm Visitors
Determine the search volume
for your keywords
Work out how aggressiveyou think you can be
Correlate against clickthrough curve =
@conductorconductor.com/se2011
Calculate your potential search opportunity animations
Why we go to work everyday
@conductor
86.0%
14.0%
Total Unrealized Opportunity1 Billion Visitors
Total Realized Opportunity160mm Visitors
conductor.com/se2011
2. They are self aware about their SEO
@conductorconductor.com/se2011
Take a deep look inside
Don’t preach SEO confusion
Judge success by business metrics
Everyone has SEO weaknesses
Get better with KPIs
Take an honest assessment
@conductorconductor.com/se2011
@conductorconductor.com/se2011
Identify your strengths and weaknesses
RatingRatingRatingRatingRating
Skills Low HighKeyword Discovery 1 2 3 4 5
Keyword Analysis 1 2 3 4 5Copywriting 1 2 3 4 5Link Building 1 2 3 4 5Social Media 1 2 3 4 5
Blogging 1 2 3 4 5PR 1 2 3 4 5
SEO Reporting 1 2 3 4 5Analytics 1 2 3 4 5HTML 1 2 3 4 5
Communication 1 2 3 4 5Cooperation 1 2 3 4 5
3. SEO is paid media a business process
@conductorconductor.com/se2011
CEO
Sales MarketingComIR Tech
Paid
Display
SEO
PR
PM
conductor.com/se2011 @conductor
CEO
Sales MarketingComIR Tech
Paid
Display
SEO
PR
PM
conductor.com/se2011 @conductor
Create a center of SEO excellence
Linkbuilders Content Creators Auditors Tech Experts Analysts Business lead
SEO
• Title text: You have 99 characters to optimize your title text, so consider your target keywords and any other keywords you may want to rank for, but don't forget including your branding and descriptive text.
• Description: Write as much about your video as possible. Because user ratings and views play a factor in your search rankings within YouTube (and therefore Google)
• Tags: Useful for search terms you use in your title text and description, including names and branding.
YOUTUBE SEO CHEAT SHEET
conductor.com/se2011
Help cross functional teams
@conductor
SEOAdd keyword rich alt text to images.
Make sure meta description resembles highest performing paid search snippet.
All redirects for combined pages must be 301
conductor.com/se2011
Implement SEO into business processes
@conductor
4. Embrace Technology for Scale
@conductor
<hug>
conductor.com/se2011
Benefits of SEO technology
Unlimited Search Scale
Continual Optimization
Comprehensive Competitive Intelligence
Customizable Reporting
Analytics Integration Preferred Landing Page Management
Social Signal Tracking SEO Workflow Optimization
Page Recommendations
Real-Time Keyword AlertsKeyword Research
ROI Reporting
Program Prioritization
Keyword Discovery
International SEO
Workflow
@conductor
conductor.com/se2011 @conductor
conductor.com/se2011 @conductor
5. They realize the value of
competitive intelligence
conductor.com/se2011 @conductor
Ranks are based on relative optimization
Optimization
Rank
conductor.com/se2011 @conductor
Top 50% by Avg. Rank
Top 50% by Saturation
800 keywords x 100 positions
80,000 Site/Keyword/Position Data
points
Can subdivide by Category for Ecommerce Sites / high variability on competitor domains
Understanding who your real competitors are
@conductor
Data driven way to understand you competitors
Domain % Saturation Average Rank
68.35
59.73
58.47
3.2
6.7
2.4
@conductor
Competitor trending - Follow ranking shifts of competitors to identify aggressive movement either positively or negatively
659 625 543
-0.15 +5.28 -0.02
# Keyword
05/30/2011 Avg. Rank
06/06/2011 Avg. Rank
7.34
7.49
14.20
8.92
2.12
2.14
Delta
Understand your competitors momentum
@conductor
3rd Query – New Competitor Alerts - look at top three pages and identify new competitors that did not exist in previous time interval
Keyword 1 Keyword 1 Keyword 1 Keyword
Domain
4
Rank Movement
6 6 4
2
New Competitor
Quickly identify new competitors
@conductor
Track competitors with a dashboard
@conductor
6. They run SEOlike a business
@conductorconductor.com/se2011
Become a business guy
SEO Milestones
Success Metrics
Managed SEO Keywords
Search Position
Traffic
Revenue
SEO Milestones
SuccessMetrics
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Manage Against Metrics with Milestones (don’t manage against milestones)
@conductor
7. They measure SEO like paid media
$ $ $
conductor.com/se2011 @conductor
@conductorconductor.com/se2011
SEO ROI =SEO Revenue - Revenue you’d get from doing nothing
Investment in SEO
@conductorconductor.com/se2011
REVENUE
COST
Non-BrandedKeywords
All KeywordsAll Natural Revenue
Multi-Session Revenue
Last Click
SEO Headcount
Technology
Programs
YOY
Factors to calculate
@conductorconductor.com/se2011
How to look bad
REVENUE
COST
SEO Headcount
Technology
Programs
Non-BrandedKeywords
Last Click
SEO Headcount
Technology
Programs
YOY
@conductorconductor.com/se2011
How to look good
REVENUE
COST
Non-BrandedKeywords
All Natural Revenue
Multi-Session Revenue
SEO Headcount
Technology
Programs
@conductorconductor.com/se2011
How to look great
REVENUE
COST% of PPC% of PR
% of Social
% of Other
)( -
All KeywordsAll Natural Revenue
Multi-Session Revenue
SEO Headcount
Technology
Programs
@conductorconductor.com/se2011
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
Investment
REVENUE
Cost
8. They make SEO everyone’s responsibility
@conductorconductor.com/se2011
PR
Keyword rich and link ready
boiler plates
SEO
Editorial
Lists of high value keywords
missing content PPC Keyword sharing
IT
Technical/StyleGuidelines
@conductor
SEO is in everyone’s interest
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9. They spread SEO transparency
@conductorconductor.com/se2011
Send SEO reports to key stake holders
Hold SEO contests
Present “Good SEO” awards
Give everyone else credit
Give everyone access to your SEO dashboard
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Share your wins and losses
10. SEO IS NOT “FREE SEARCH”
@conductorconductor.com/se2011
SEO P&L
@conductorconductor.com/se2011
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4
6
7
8
9
10
5
11 Work out your share of searchBecome SEO self awareMake SEO a business processEmbrace SEO technology for scaleUnlock the power of competitive intelligenceRun your SEO like a business process
Make SEO everyone’s responsibilityBe transparentTeach people SEO is not “free search”
Report SEO like other business channels
conductor.com/se2011 @conductor
Download today’s presentation &resources from
conductor.com/se2011question? @besmertnik
@conductor
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