seo habits of world class companies - webinar slides

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SEO Habits of World-Class Companies

Paul Taylor CEO

Makes SEO a priority

Establishes clear goals

Measures in terms of revenue

Flexible


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providing:

ü  Search Engine Optimization

ü  Paid Search Advertising

ü  Display Advertising

ü  Social Media

ü  Website Design

ü  Content Creation

ü  Custom Measurement and Attribution

Who are we? /


We are experts at growing revenue for clients with

cost-effective digital marketing.

Clients /



1.  Making SEO a company-wide priority

2.  Establishing clear goals and expectations

3.  Knowing their sales funnel and the opportunity of SEO

4.  Focusing on content generation 5.  Evaluating SEO success in terms of revenue

6.  Flexibility

7.  Knowing when to lean on experts


Habit #1 Making SEO a company-wide priority

First, they understand (or educate) that Search is important. 90% of clicks happen on 1st page of results, 60%+ are on the top 3 results

First three pieces of content we recommend:

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 Optify Study, 2011


Habit #1 Making SEO a company-wide priority

Knowing its value isn’t enough. The top performing companies get all stakeholders to buy-in.

All conduct a 1-2 day “Accelerator” workshop in order to: §  Get all the right players in the room §  Force decision making §  Compress launch time by 15-30x §  Complete buy in from the very beginning







6.  Flexibility




The “Accelerator” Workshop helps: ü  Standardize metrics (custom KPIs per unique business) ü  Create common vision, shared goals ü  Detail accountability (who owns what)

Which KPIs are your priorities?

What will winning look

like?

What benchmarks should we

use?

What are the next steps?

Habit #2 Establishing clear goals and expectations


SEO Habits of World Class Companies





6.  Flexibility



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

•  Visitor-to-lead conversion rate •  Lead-to-qualified-lead conversion rate •  Qualified-lead-to-opportunity

Habit #3 Knowing their sales funnel and opportunity of SEO


Top performers know their sales pipeline like the back of their hand •  And they know their “cost of not ranking on page 1”

Habit #3 Knowing their sales funnel and opportunity of SEO

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







6.  Flexibility



Habit #4 Focusing on content generation

They know their customers are empowered and embrace it. Due to the proliferation of online resources, B2B buyers get as far as 70% of the way through their purchase decision before contacting a sales representative

1. Introduction to (your product category) – Get into their purchase decision process early

2. How to select the right (your product) – Push them your direction when they’re closer to conversion

3. Top reasons to select you as a vendor – Your value proposition and differentiators

Top 3 content pieces you need right away:


(Corporate Executive Board, Google)

57-70%



B2B companies with an active content curation strategy generate

67% more leads per month than those who do not. (Hubspot, socialmediab2b.com)

No content Yes content

…and it works.



Content isn’t just for your prospects and customers.

But also for search engines.

Google algorithm updates increasing favor high quality content.

ü  Quality Content - originality, length, authority, quality and relevance

ü  Site Metrics - user experience, time on site, bounce rate, load time, etc

ü  Authority & Verification - establishes and protects authorship



Feeling behind on your content generation? You’re not alone.







6.  Flexibility



Top companies know which channels, campaigns, or SEO keywords generate the most revenue for their business.

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.

Habit #4 Evaluating SEO success in terms of revenue

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

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

•  Qualified Leads (SQL/MQL) •  Sales Pipeline •  Closed Deal Revenue $

Measure the money metrics:


GOOGLE ANALYTICS- - - - - - - - - - - - - - - - - - - - - - - - - | KEYTOUCH ATTRIBUTION - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - |




Revenue from SEO Report:







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

$ $

$

$ $ $

Campaign Revenue

Opportunity Allocation

$

Keyword A

Keyword B

Keyword C

Dynamic resource allocation:

Habit #6 Flexibility

Trusting objective data is your ticket to success!







6.  Flexibility



When done right, SEO campaigns can be a large undertaking with several moving parts, like content creation, engaging social media, and proper keyword strategy, to name a few. SEO Agencies specialize in providing all of these services and ensuring more cost-effective results.

Habit #7 Knowing when to lean on experts


Sign up for a SEO consultation and discover your missed revenue opportunity from SEO and PPC. Also, learn how our Keyword Predictor tool can uncover “not provided” search terms that customers search. Email: [email protected]

In a 30 minute consultation, learn: ü  How to implement these world class habits ü  Where you rank against competitors ü  Percentage and quality of “not provided” traffic ü  How to measure revenue from your SEO program

Thank you!

Paul Taylor CEO

seo habits of world class companies - webinar slides

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