seo para o ceo: construindo um negócio de search marketing

SearchLabds Sao Paulo 2010

SEO Pricing Models

A Look at Various SEO Services

Mmm.... So many to choose from

Standard SEO for Keyword Rankings

$$$ to SEO

Site Audit Reports

The SEO's PrimaryAuditing Tool

Consulting

Keyword Research

Content Creation & Copywriting

Blogging:Invented circa 300AD. Originally called “monks.” Like their modern descendants, monks had awful haircuts, dismal fashion and no success with the opposite gender.

Link Building

Strategic Planning Design/Reports

Viral Content Creation/Promotion

Social Media Marketing

Reputation Management/Control

Brand Tracking & Reporting

Webdev / Web Design

Training & Workshops

Pricing Models

Hourly Consulting$40- $50 | $100 – $200 | $300 - $1000

Retainers

By-the-Project Pricing

Pay-for-Performance

Profit Sharing

Hybrid Models

Pricing A Contract

Hourly Rate =

The Basics

Employee Hours + Outsourced Labour + Overhead + Profit

Labor Costs

Hourly Rate =

Employee Costs =Employee salary + benefits + taxes

divided by # of working hours

Outsourced Labor = Invoice

Overhead

Hourly Rate =

Overhead = Monthly operating bills / working hours

Rent + Labor + Transportation + Loans/Leases + Legal/Acctg/Other Professional Services + Office Supplies + Maintenance + Taxes + Standard Utilities (heat, water, electricity, phones)

+ SEO-specific utilities (ISP, hosting, analytics, SEOmoz Premium Membership, etc.)

Job Specific Overhead

Hourly Rate =

Transportation Legal / Insurance Costs Cost increases on any

standard utility expenses Pro-Rated Employee

Overtime Reporting Requirements Hand-Holding

Other Values & Detriments

Hourly Rate =

Other Values Prestigious Addition to

Your Client List Particularly Interesting

or Emerging Field Fun to Work With

Other Values & Detriments

Hourly Rate =

Are there any liabilities inherent in working with this client? Payment habits | Propensity to sue Bad PR if you are known to work in this field or with this client

Determining Profit

Hourly Rate =

What is your minimum acceptable profit margin? What will the market bear? What is the value to the client? ROI? What is the delivery schedule? How much hand-holding is required? What other remuneration will you get by taking this job?

Pricing By the Project

Hourly Rate =

Best Suited for:

Site Audit Reports, Web Dev/DesignTraining Workshops, Viral Content Creation & Promotion

Pay specific attention to project related costsDon’t forget to add pro-rated overhead costs

Retainer Pricing

Hourly Rate =

Best Suited for:

Reputation Control, Brand Management, Link BuildingPPC, Consulting, Social Media Marketing

Ongoing Content Development

Multi-hour packages: determine your carry-over policyReporting requirements & frequency

Include a review & renew policy

Pricing By the Hour

Hourly Rate =

Best Suited for:

SEO Services for Keyword Ranking, Consulting, Training, Link Building,

Content Creation, Social Media Marketing

Easier on the SEO: One price per hourOften More Comfortable for Clients: Tiered pricing per hour

Profit Sharing

Hourly Rate =

Best Suited for:

E-Commerce Projects

Negotiation Options:Gross Sales

Adjusted Gross SalesNet Profit

Length of contract is critical to success

Pay For Performance

Hourly Rate =

Best Suited for:

Reputation Management, Viral Media/Linkbait

Determine Base Success LevelAdd On Bonus Benchmarks for:

Additional Quantitative AchievementsAggressive SchedulesLongevity of Results

Hourly Rate =

Contract Pricing Generalities (USD)

Hourly Rate =

Sample Project BasedContracts from SEOmoz

(Our Competition Particularly Liked This Part…)

Note: SEOmoz No Longer Performs Consulting ServicesSee: Distilled.co.uk, now inside SEOmoz offices

Travel Industry Website

Needs: Keyword Targeting Strategy, Link Building Strategy, Measurement/ROI Calculation Systems

Method: Consulting – phone, email & in-person meetings

Cost: $24,000 - $8,000 in month 1, $4,000 per month for 4

months

Large, Media Web Property

Needs: SEO Training, Search Strategy Consulting (with pre-existing in-house SEO)

Method: On-site meeting/training, ongoing consultation by phone & email

Cost: $25,000 - $10,000 down, $10,000 upon training, $5,000 following month

Classifieds Website

Needs: SEO Audit of 2 websites, recommendations for link building and on-page strategies

Method: Remote consultation and report construction

Cost: $16,000 - $8,000 down for 1st site, $8,000 down for 2nd site review

Personal Reputation Management

Needs: Two Listings Pushed to Page 3+ of Results

Method: Remote link building & optimization

Cost: $20,000 - $5,000 to start, $10,000 for page 2, $5,000 for page 3

Technology Website

Needs: Linkbait development & promotion, SEO consulting

Method: Remote creation of linkbait, phone & email consultations

Cost: $30,000 - $6,000 to start, $6,000 per month for 5 additional months

Establishing Your Value

What is the value to the customer?

How long will it take to realize that value (ROI)?

How does it compare to other marketing channels?

What’s the value of achieving ROI sooner?

Do the Numbers Pencil Out?

• Determine your hard costs• Add labor• Add overhead• Determine total value to your client• Determine daily value to your client

Create Your Own Top Ten List

SEO Products vs. Services

Consider the relative scalability and costs of deployment of different SEO models

Services = Selling Time for Money / 1-off projectsProducts = Residual Income / requires support/service

Services Scale with PeopleProducts Scale with Marketing + Development

Final Thoughts

• You will only be paid what you believe you are worth• You cannot hope for something more

than a person hopes for themselves• The SEO industry has enough space for us all – collaborate

Final Thoughts

If you share, you will get more….

Questions & Comments

Gillian@SEOmoz.org

@SEOmom on twitter & around the web

@SEOmoz

whitehat10 = 25% off SEOmoz PRO

seo para o ceo: construindo um negócio de search marketing

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