the 4 hidden keys to profit boosting seo

The 4 Undiscovered Keys to Profit-Boosting SEO

“We’ll get you on Google’s Page 1”

is a common offer from SEO companies.

But pursuing 1st page Google Results is like

hopping in a taxi and saying “Drive!” without

having a destination in mind.

Rankings don’t necessarily lead to sales,

even if they are logically chosen keywords...

And if you haven’t created projections, you won’t

know how to measure success.

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Dial: +1 (646) 558-2122

Access Code: 188-920-523 Today’s Host:

Alex Dunks,

Senior SEO Strategist

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Some Practical Matters

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Are the slides available?

Yes! Just email seo@webmarketing123.com

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Connect with us on Social Media

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Connect with us on Social Media

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Want to learn more?

Request a Customized SEO Assessment Today.

You May Qualify for a $50 Amazon.com Gift Card!

visit bit.ly/wm123seo

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There are 4 billion searches on Google every day.

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88% of online search dollars are spent on paid results,

even though 85% of searchers click on organic results.

— Vanessa Fox, "Marketing in the Age of Google", May 3, 2010

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Direct traffic continues to lead the way at nearly 37% of overall traffic.

But search engine traffic grew the most during same period YOY.

Google Benchmark Results on Traffic Sources 2011

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Introducers

Influencers

Closers

- SEO: Broad/generic keyword searches

- Display advertising

- Email marketing

- Social media

- Brand names

- Remarketing

- Search advertising

- Search marketing

- Model numbers

- Branded terms

Digital Marketing view of the Sales Funnel

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1 Define What Winning Looks Like There’s no one right answer.

2 Create Projections at the Start Benchmark and then continually measure progress.

3 Look Beyond Search Engine Ranking... to Revenue Reaching Page 1 is a sign of success, but are visitors converting?

4 Use the Power of Analytics to Refine Your Campaign Measure engagement, track goals, monitor channels and establish attribution.

Today’s Agenda: 4 Undiscovered Keys

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What Does Winning Look Like?

What is your timeframe?

What are the metrics that matter most to you?

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% increase in leads/conversions?

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tracking and reducing your cost per lead?

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% increase in multiple goals taken by site visitors

e.g. whitepaper downloads, video plays & free trial sign-ups?

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% increase in traffic/visibility?

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Driving traffic to social media properties?

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Driving traffic to social media properties?

How would you prioritize these?

Make Goals Concrete with a Scorecard

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1 Define What Winning Looks Like There’s no one right answer. What are your Goals?

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Is your SEO company focused on search

engine ranking, or delivering measurable

results according to your goals?

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SEO Strategy is like Portfolio Diversification

Prioritize keywords more likely to convert.

SEO Strategy is like Portfolio Diversification

Which Keywords are Converting. At what value?

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4 Use the Power of Analytics to Refine Your Campaign Measure engagement, track goals, monitor channels and establish attribution.

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A sample of metrics we can track with website analytics programs

How many visitors do we get to our site?

What is our ratio of new vs.

returning visitors?

How many people fill out our “Contact

us” form?

What are our most popular webpages?

What is my Average Order Value (AOV)?

What keyword searches led to visitors to our

Analytics Can Answer These Questions

c) Monitor Multiple Channels

d) Establish Attribution from

“first touch” to “last touch”

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a) Measure Engagement

b) Establish Goal Tracking

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a) Measure Engagement

See how frequently your goals are being met by site visitors

Identify:

• Who paused or fast-forwarded a video

• Who downloaded a piece of collateral

• Who clicked on an ad

• Who filled out a form

See how frequently your goals are being met by site visitors

Identify:

• Who paused or fast-forwarded a video

• Who downloaded a piece of collateral

• Who clicked on an ad

• Who filled out a form

• Allows for quick lead/sales follow-up

• Fuels lead nurturing programs

• Enables effective retargeting ads

Make Data Driven Decisions:

•Define conversions for your business goals

•Set your goal values

•Analyze which keywords are leading to more conversions and

work to strengthen them in your links and content

•Consider removing poor-performing keywords from your

campaign

•Observe where visitors abandon the goal path and analyze

the data to determine why

Ties SEO effectiveness to lead and sales flow

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Introducers

Influencers

Closers

- SEO: Broad/generic keyword searches

- Display advertising

- Email marketing

- Social media

- Brand names

- Remarketing

- Search advertising

- Search marketing

- Model numbers

- Branded terms

Digital Marketing view of the Sales Funnel

Identify the channels and pathways

customers are taking to convert: c) Multi-Channel Funnels

customers are taking to convert:

c) Multi-Channel Funnels

customers are taking to convert:

Did the customer

action:

• Initiate the

conversion?

• Assist the

conversion?

• Convert?

Top Conversion Paths

Assisted Conversions

- Most marketers would

attribute sales to last

touch, i.e. “closers”

- Reality is that there are several

touch points before the “closer” that

influenced the purchase decision

- Marketing currently gets no credit

for these!

Revenue by Last Touch

Revenue with Attribution

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Tying It All Together

• Identify the Cost of Not Ranking on Google:

Do you have the data you need to quantify the opportunity?

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• SEO changes the way you sell your products online.

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• SEO changes the way you sell your products online.

• SEO extends your ability to be metrics-based, from keyword to

closed deal.

Request a Customized SEO Assessment Today. You May Qualify for a $50 Amazon.com Gift Card!

Email seo@webmarketing123.com

Or visit bit.ly/wm123seo

@webmarketing123

What can you expect from speaking with one of our analysts?

- “Cost of the Problem” Analysis: Discover the cost of not ranking

in the top positions on search engines. How much revenue is being

lost to competitors with the best rankings?

- Take a hard look at your competitors: Find out where you rank

against your top competitors and what tactics they’re employing

- Comparison of different digital strategies: Paid Search, Organic

Search, Display Advertising, Social Media Marketing.

Visit bit.ly/wm123seo

Next week: Uncover Your Competitor’s Plans in 3 Easy Steps

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