the 4 hidden keys to profit boosting seo
TRANSCRIPT
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 [email protected]
Connect with us on Social Media
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Some Practical Matters
@webmarketing123
Are the slides available?
Yes! Just email [email protected]
Connect with us on Social Media
@webmarketing123
facebook.com/webmarketing123
Want to learn more?
Request a Customized SEO Assessment Today.
You May Qualify for a $50 Amazon.com Gift Card!
visit bit.ly/wm123seo
Some Practical Matters
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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
A
B
C
- 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
@webmarketing123
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?
@webmarketing123
What Does Winning Look Like?
What is your timeframe?
What are the metrics that matter most to you?
% increase in leads/conversions?
@webmarketing123
What Does Winning Look Like?
What is your timeframe?
What are the metrics that matter most to you?
% increase in leads/conversions?
tracking and reducing your cost per lead?
@webmarketing123
What Does Winning Look Like?
What is your timeframe?
What are the metrics that matter most to you?
% increase in leads/conversions?
tracking and reducing your cost per lead?
% increase in multiple goals taken by site visitors
e.g. whitepaper downloads, video plays & free trial sign-ups?
@webmarketing123
What Does Winning Look Like?
What is your timeframe?
What are the metrics that matter most to you?
% increase in leads/conversions?
tracking and reducing your cost per lead?
% increase in multiple goals taken by site visitors
e.g. whitepaper downloads, video plays & free trial sign-ups?
% increase in traffic/visibility?
@webmarketing123
What Does Winning Look Like?
What is your timeframe?
What are the metrics that matter most to you?
% increase in leads/conversions?
tracking and reducing your cost per lead?
% increase in multiple goals taken by site visitors
e.g. whitepaper downloads, video plays & free trial sign-ups?
% increase in traffic/visibility?
Driving traffic to social media properties?
@webmarketing123
What Does Winning Look Like?
What is your timeframe?
What are the metrics that matter most to you?
% increase in leads/conversions?
tracking and reducing your cost per lead?
% increase in multiple goals taken by site visitors
e.g. whitepaper downloads, video plays & free trial sign-ups?
% increase in traffic/visibility?
Driving traffic to social media properties?
How would you prioritize these?
Make Goals Concrete with a Scorecard
@webmarketing123
1 Define What Winning Looks Like There’s no one right answer. What are your Goals?
2 Create Projections at the Start Benchmark and then continually measure progress.
Today’s Agenda: 4 Undiscovered Keys
@webmarketing123
@webmarketing123
Today’s Agenda: 4 Undiscovered Keys
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?
Is your SEO company focused on search
engine ranking, or delivering measurable
results according to your goals?
@webmarketing123
@webmarketing123
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?
@webmarketing123
Today’s Agenda: 4 Undiscovered Keys
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.
@webmarketing123
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
site?
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
Analytics Can Answer These Questions
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Analytics Can Answer These Questions
a) Measure Engagement
See how frequently your goals are being met by site visitors
b) Establish Goal Tracking
Identify:
• Who paused or fast-forwarded a video
• Who downloaded a piece of collateral
• Who clicked on an ad
• Who filled out a form
Analytics Can Answer These Questions
See how frequently your goals are being met by site visitors
b) Establish Goal Tracking
Identify:
• Who paused or fast-forwarded a video
• Who downloaded a piece of collateral
• Who clicked on an ad
• Who filled out a form
Analytics Can Answer These Questions
Why?:
• 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
b) Establish Goal Tracking
Analytics Can Answer These Questions
Ties SEO effectiveness to lead and sales flow
@webmarketing123
Introducers
Influencers
Closers
A
B
C
- 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
Analytics Can Answer These Questions
Identify the channels and pathways
customers are taking to convert:
Analytics Can Answer These Questions
c) Multi-Channel Funnels
Identify the channels and pathways
customers are taking to convert:
Analytics Can Answer These Questions
Did the customer
action:
• Initiate the
conversion?
• Assist the
conversion?
• Convert?
c) Multi-Channel Funnels
Analytics Can Answer These Questions
Top Conversion Paths
c) Multi-Channel Funnels
Assisted Conversions
Analytics Can Answer These Questions
c) Multi-Channel Funnels
d) Establish Attribution from
“first touch” to “last touch”
Analytics Can Answer These Questions
d) Establish Attribution from
“first touch” to “last touch”
Analytics Can Answer These Questions
- 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?
@webmarketing123
• Identify the Cost of Not Ranking on Google:
Do you have the data you need to quantify the opportunity?
• SEO changes the way you sell your products online.
Tying It All Together
@webmarketing123
Tying It All Together
• Identify the Cost of Not Ranking on Google:
Do you have the data you need to quantify the opportunity?
• 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 [email protected]
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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