Facetime With an SEO Expert - slides 7/16/13

Facetime with an

SEO Expert

Webinar | July 16, 2013

Mike Turner, Director of Business Development

Are the slides available?

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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


In July, we surveyed over 500 U.S. marketing professionals

2nd annual State of Digital Marketing Report

/ 2012 State of Digital Marketing


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








/ AGENDA


Your target audience is searching

for you.

Your target audience is searching for you.


There’s 4 Billion Daily Searches on Google

*SEOmoz

4 Billion

(2012)

2.4 Billion

(2010)

3 Billion

(2011)

/ State of Search


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


*Google and Compete B2B Customer Study

/ State of Search

Search engines are increasingly used and found useful

for making decisions.








/ AGENDA


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


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



Lead-to-Customer Close % by Channel

Inbound Channels Close More Deals









/ AGENDA


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


Importance of Keyword Selection

/ Proven Process for Strategic SEO


Use Google tools to Measure Demand

Adwords Keyword Tool

Keyword list with search volume



Keyword Mapping









/ AGENDA


More than half of CMOs

feel insufficiently

prepared to provide hard

numbers regarding

marketing program ROI.

Source: Deloitte CMO Summit, 2012

/ Measurement and Attribution


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.



Measure SEO Value from Search to CRM

GOOGLE ANALYTICS- - - - - - - - - - - - - - - - - - - - - - - - - |

KEYTOUCH ATTRIBUTION - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- |



Sample Report

Actionable insight into which campaigns generate revenue:









/ AGENDA


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

mailto:[email protected]

Education

Facetime With an SEO Expert - slides 7/16/13