seo habits of world class companies - 12/03/13 slides

#123webinar | @webmarketing123

December 3rd, 2013

World Class Companies

Alex DunksDirector, SEO

SEO Habits of


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About Us


We are a Full Service

Digital Marketing Agency:

Search Engine Optimization

Paid Search / Display Advertising

Social Media Marketing Top 500 Fastest Growing

Private US Companies


What sets us apart?


We deliver on revenue.Not just leads & traffic.

Each campaign includes:Business Research + StrategyCustom Scorecard TrackingAttribution + Data-driven Optimizations


1 Making SEO a Company Priority

2 Setting Clear Goals & Expectations

3 Understanding SEO Opportunity

4 Evaluating SEO Success by Revenue

5 Focusing on Content Creation

6 Staying Flexible

7 Knowing When to Lean on Experts

7 SEO Habits of World Class Companies


World class companies understand why Search is important.

Habit #1 Making SEO a company-wide priority.

4 Billion Searches on Google Every Day

~90% of Clicks* Happen on the 1st Page of Search Results

60% of Clicks are on Top 3 Results

*Brandsofttech, Cornell

*Cornell

*Moz


Get all the right players in the room

Force decision making

Compress launch time by 15-30x

Secure buy-in from the start

All conduct a 1-2 Day “accelerator” workshop to:

But, knowing SEO’s value is not enough. The top performing companies get all stakeholders to buy-in.

Habit #1 Making SEO a company-wide priority.







6 Staying Flexible




Habit #2 Setting clear goals & expectations.

First three pieces of content we recommend:

Which KPIs are priority?

What will winning

look like?

What benchmarks should we

use?

What are the next steps?

The “Accelerator” Workshop helps:

Standardize metrics (custom KPIs per unique business)

Create common vision, shared goals

Detail accountability (who owns what)







6 Staying Flexible




Habit #3 Understanding the Sales Funnel & SEO Opportunity

Top performers know their sales pipeline like the back of their hand.


Habit #3 Understanding the Sales Funnel & SEO Opportunity

Top performers know their sales pipeline like the back of their hand.

71,729 new website visitors

1,793 new leads

269 new qualified leads

27 new deals

2,700,000 monthly revenue

32,400,000 annual revenue

And they know the “cost of not ranking on page 1”







6 Staying Flexible




TIP: In order to measure which campaigns generate revenue, set-up your CRM system so that you can track closed deals back to the campaigns that influenced them. Then, you can start allocating your marketing dollars most effectively.

• Number of keywords on page 1• Traffic to your website• Leads

Qualified Leads (SQL/MQL)Sales PipelineClosed Deal Revenue

$

Measuring SEO success by the following metrics is no longer effective:

Habit #4 Evaluating SEO in terms of revenue.

Top companies know which channels and campaigns drive the most revenue for their business.

Measure the money metrics:



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

FULL ATTRIBUTION - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - -|

Here’s how it works.


You MUST map

keywords!


Tie entry page conversions to revenue in CRM & attribute to mapped keywords.







6 Staying Flexible




Habit #5 Focusing on Content Generation.


60%

They embrace the new self-informed buyer.

B2B buyers get as far as 60% of the way through their purchase decision before contacting a sales representative

Source: Corporate Executive Board, The Most Important Number in Marketing, Aug. 2011

Your content needs to do the selling for you.

Consideration PurchaseAwareness

http://www.executiveboard.com/marketing-blog/the-most-important-number-in-b2b-marketing/



Yes content

B2B companies with an active content curation strategy

generate 67% more leads per month than those who do not.

(Hubspot, socialmediab2b.com)

No content

…and it works.

Content isn’t just for prospects.

Content is also for search engines.



Google algorithm updates increasingly favor quality content.

Quality Content – Create unique, fresh, & frequent content. Factors

like length, & relevance play a role, too.

Site Metrics – Optimize the UX. Improve time on site, bounce rate,

load time, etc.

Authority & Verification – Claim original content with authorship

markup.


1. Let’s use an insurance company as an example.

You have 10 topics out of a possible 30 covered.

24


Conduct a content gap analysis.


All of this boils down to 2 MAJOR CMO Challenges:

2. Define all buyer personas.

Value Buyer

Risk BuyerIndustry-

Specific Buyer

20 topics

3 personas

60 Content Pieces

So far…



All of this boils down to 2 MAJOR CMO Challenges:

3. Craft content for each buying phase. 60 pieces

3 stages

180 Content Pieces

How do I track 180 pieces?



4. Use the content calendar to assign ownership.

Remember: This is JUSTenough content to cover your bases. Stay organized & keep moving!




Marketers rank “producing enough content” as their #2 content marketing challenge.

Can’t keep up with content production?

You’re not alone.



Over half of marketers plan to invest more in content next year.

58% of B2B marketers will increase their content marketing budget.

On average, 30% of B2B marketing budgets are dedicated to content.







6 Staying Flexible




Habit #6 Flexibility.

Top performers identify highest performing campaigns and increase investment in what’s working. They also test frequently and don’t let perfect get in the way of better.


$85,000

$60,000

$275,000

$

CampaignRevenue

OpportunityAllocation

KW Theme A

KW Theme B

KW Theme C

Dynamic resource allocation:

Trusting objective data is your ticket to success!

$

$

$ $ $ $







6 Staying Flexible




Habit #7 Knowing when to lean on experts.

When done right, SEO can be a large undertaking with several moving parts:

Content creation. Engaging social media. Proper keyword strategy. Just to name a few.

Digital marketing agencies specialize in providing all of these services and ensuring more cost-effective results.


Uncover your missed opportunity for SEO & SEM.

Email [email protected] or call 800.619.1570

THANK YOU

Alex DunksDirector, SEO

Sign up for a complimentary SEO consultation.

mailto:[email protected]

seo habits of world class companies - 12/03/13 slides

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