Top 4 Mistakes Executives Make with Search Marketing

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Today’s Hosts:

Paul Taylor, CEO Travis Low, VP

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Today, when people hear about a product or service, or are considering a problem they’re having,their first reaction is “I’ll Google it”.And so they go on a journey of discovery.

Search Marketing is about showing up during their journey.Can they find you at the moment they’re searching?

What is it costing you to miss that opportunity?

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§ Are the slides available?Yes! Just email seo@webmarketing123.com

§ Connect with us on Social Media

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Some Practical Matters

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1 Mistake #1: Not Seeing the Opportunity in SEO

What’s working for other marketers? Assess the size of the opportunity.

2 Mistake #2: Selecting the Wrong Team to Run SEO

Which delivers better ROI, in-house or outsourced?

3 Mistake #3: Focusing Only on High Rankings

# of keywords ranking on Page 1? Increased Traffic? Conversions? Sales?

4 Mistake #4: Expecting an Overnight Miracle

Can your website vault to the front of the line in 3 months? 6? What’s realistic?

Today’s Webinar Agenda

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1 Mistake #1: Not Seeing the Opportunity in SEO

What’s working for other marketers? Assess the size of the opportunity.

Today’s Webinar Agenda

@webmarketing123

What is your #1 Objective for Digital Marketing?

Source: 2011 State of Digital Marketing Report by

SEO Makes the Biggest Impact on Lead Generation

Source: 2011 State of Digital Marketing Report by

Channels Delivering Below Average Cost Per Lead

Source: Hubspot’s 2012 state of Inbound marketing

There are 4 billion searches on Google every day.

Sources: Hubspot & Marketshare.Hitslink.com

75% of users never look past the first page of search results

60% of clicks are on the top 3 or 4 results.

Eye-tracking data

Case study:Industrial Vibration Control

Partial keyword list from one business unit of a larger company

Calculating the Cost of Not Ranking Highly on Google

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Establish your own percentage through Analytics

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Plug in your key performance indicators

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Plug in your key performance indicators

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Plug in your key performance indicators

@webmarketing123

1 Mistake #1: Not seeing the opportunity in SEO

What’s working for other marketers? Assess the size of the opportunity.

2 Mistake #2: Selecting the Wrong Team to Run SEO

Which delivers better ROI, in-house or outsourced?

Today’s Webinar Agenda

@webmarketing123

Marketing

IT

Web Design

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Considering in-house SEO? Some considerations: Who will be accountable for the results?

Will SEO be yet another top priority project for your employees?

SEO companies have specialized tools for keyword mapping, website analysis, as well as tracking and optimization of SEO and PPC.

SEO companies have experience in many industry verticals.

@webmarketing123

1 Mistake #1: Not Seeing the Opportunity in SEO

What’s working for other marketers? Assess the size of the opportunity.

2 Mistake #2: Selecting the Wrong Team to Run SEO

Which delivers better ROI, in-house or outsourced?

3 Mistake #3: Focusing Only on High Rankings

# of keywords ranking on Page 1? Increased Traffic? Conversions? Sales?

Today’s Webinar Agenda

@webmarketing123

Achieving High Keyword Rankings is important, BUT...

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Evaluate whether your high ranking keywords are actually driving leads and sales.

Keyword Rankings

Increased Traffic

Lead and Sales

1

2

3

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facebook.com/webmarketing123

@webmarketing123

1 Mistake #1: Not Seeing the Opportunity in SEO

Assess the size of the opportunity. Evaluate based on your own metrics.

2 Mistake #2: Selecting the Wrong Team to Run SEO

Which delivers better ROI, in-house or outsourced?

3 Mistake #3: Focusing Only on High Rankings

# of keywords ranking on Page 1? Increased Traffic? Conversions? Sales?

4 Mistake #4: Expecting an Overnight Miracle

Can your website vault to the front of the line in 3 months? 6? What’s realistic?

Today’s Webinar Agenda

@webmarketing123

There are Peaks and Troughs

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On-Page Changes

Link Building

Tracking Spider Crawls

Monitoring Visitor

Analytics Data

Measuring Improvement in Rankings, Site

Engagement, and Lead Flow

On a monthly basis, on and off-page optimizations need to work in tandem to drive continued success. Rely not on hunches but on KPI results and analytics to guide decision making.

SEO is iterative

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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?

• SEO changes the way you sell your products online. Is it realistic to manage SEO in-house?

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

Request a Customized SEO Assessment Todayand Qualify for a $50 Amazon.com Gift Card!

Visit bit.ly/wm123seo

@webmarketing123

facebook.com/webmarketing123

@webmarketing123

facebook.com/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 Advertisiing, Social Media Marketing.

Visit bit.ly/wm123seo