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Talk by Lisa Myers at SES Conference & Expo in London, February 2012, on the Business of SEO
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The Business of SEO Lisa Myers CEO, Verve Search
#SESLondon @LisaDMyers
About Lisa Myers • 11 years experience in Marketing, 6 in Search & Social
• Speaker at Search Conferences Worldwide (SES, SMX, A4U etc)
• Regular contributor to on and offline publications and author of several SEO Best Practise Guides including eConsultancy and B2B Marketing
• Heavily involved in the global Search Community, founder of SEO-chicks.com and co-founder of European search blog StateofSearch
Awards • “Search Personality of the Year” UK Search Awards 2011 + “Best SEO
Campaign” for her agency Verve Search • Management Today “35 women under 35” list 2009 • “Best Use of Technology woman under 30” BlackBerry Woman & Technology Awards (2008) • “B2B Marketing Newcomer of the Year” (2007)
Search is unique as a marketing discipline because its audience is already looking for what you are selling!
• 1 billion searches per day globally • 74% of searches clicks on organic • Around 42% of searches click on the 1st
position of organic and 80% within the first 3 positions
• Less than 1% click past the second page
@LisaDMyer
So why is it so hard to sell SEO?
Business of SEO
Proposal/Pitching
New Biz
Client Retentio
n
Up-scaling
Business Development
Typical SEO Proposal Process
Client: I want to be number one for “IT solutions” and get lots of traffic Agency: Sure, that will cost you £3k per
month
@LisaDMyer
Typical questions asked
• What industry? Give me a little background
• What’s the website URL please • Your top 10 keywords • Your competitors
@LisaDMyer
6 Months Later
Client: “SEO is not working for us, goodbye!” Agency: “Uhm, well you are number 1 and
you got the traffic!?!???”
The SEO industry’s biggest issue
= OUR PROPOSAL PROCESS!
Too many agencies take on client without
really understanding what they need, or if they
should do SEO at all! @LisaDMyer
Sometimes saying no is as good for business as
saying yes!
Agency – Business/Client - Industry
SEO should not be JUST about rankings and
traffic, BUT conversions. To be successful in SEO, you NEED to earn
your client money. Simples.
@LisaDMyer
How SEO ROI is being tracked
WTF?
ROI Measurements of SEO
• 68% are using clicks / visitors • 53% use position • 42% (less than half!) use the number of
sales • 30% use the value of sales
Source: Econsultancy UK Search Engine Marketing Benchmarking
Report 2011
@LisaDMyer
Understanding the business and its goals
Understanding your clients business
completely, not partly, but fully, is the
only way to earn them money!
The must ask questions
• Market size & competition • Relevant keywords and current rankings • CURRENT conversion rates • Profit margins • Any plans to re-design • Would they spend money on conversion
optimisation • How much is #1 rankings worth?
@LisaDMyer
Estimating Traffic Worth You will need to know: #1 What is a conversion worth? (lead or sale.
For a bigger site this will be different depending on product etc)
# 2 Current rankings, traffic and revenue from
organic (ideally analytics access) # 3 Estimated Volume of keywords/traffic @LisaDMyer
tools... +
To sell SEO it’s beneficial to THINK like an SEO!
Keyword Categories & modifiers
• Brand • Descriptive • Product/Service • Location • Verb and Adjectives (buy, cheap,
affordable) • Top volume keywords (top 5
volume/targets)
Keyword Tagging for ROI estimation
Different keyword groups and modifiers are likely to have different conversion rates. Brand usually has a much higher conversion rate than other keywords for example!
@LisaDMyer
using Linkdex
Need tagging slide
Keyword Tagging
Benchmarking Value of Rankings
• Estimated volume (Google AdWords) • Current rank (you and competitors) • Traffic (link Analytics to get actual traffic
received) @LisaDMyer
Keyword 1
Keyword 2
Client Competitor 1 Competitor 2
What is the higher ranking worth?
#1 #2 #3
Currently client is ranking #3 generates an estimate of 1,282 visits if they were going to buy this traffic it would have cost them £6,36 If they go from 3rd to 1st position the revenue generated from these 2 keywords alone is likely to increase by 390%
Client Competitor 1 Competitor 2
Spotting the SEOpportunities
How difficult will it be to achieve first position?
The difference between you and your competitors; actual SEO part of the proposal
@LisaDMyer
To CLOSE the deal you have to think like the person with the
wallet..
@LisaDMyer
Thank You!
Email: [email protected] Web: www.vervesearch.com www.stateofsearch.com www.seo-chicks.com
@LisaDMyer
