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SEOCURRENT STATE OF

POWERED BY

Kelly SheltonVP Marketing, Boostability @kellyshelton32

FOR RADIO

2Today’s Objective

How SEO fits into today’s marketing landscape.

How understanding SEO will help you sell more radio advertising and generate more revenue.

1

2

3Current State of SEO

What is SEO

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1

2

3

8

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6Demand for SEO

How SEO Works

SEO & Radio

Radio Stations Best Practices

Q&A

5 Selling SEO

Partnering with Boostability

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What is SEOSection 1

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What is SEO?

SEO is the work that goes into your website to show the search engines that you are the best answer when someone searches for your product and services.

a

YOU1.2.3.

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What is SEO?It is the process of making your website and business as visible and prominent as possible in a search engine’s results.

LOCAL/MAPS

PAID ADS

ORGANIC

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Market Demand for SEOSection 2

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Why Should Every Marketing Campaign Include SEO?DEMAND FOR SEO

Purchases begin with search. Prospective buyers search online for helpful product information, price comparisons, and trustworthy reviews.

- Adweek.com

Of Consumers Search Online Before Buying81%

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Did You Know?DEMAND FOR SEO

Google processes over 40,000 search queries every second. Statistics show 3.5 to 4.7 billion searches per day.

- Searchengineland.com

Of Clicks Are Organic

Searchers skip advertisements and click on organic search results to find what they’re looking for.

– Moz.com

40,00084%

Google Searches per second

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Businesses Are Investing In SEODEMAND FOR SEO

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Total Media Ad Spend ShareDEMAND FOR SEO

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Search Trends Mobile SearchDEMAND FOR SEO

Mobile search marketing spend expected to increase by 750% by 2017.

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How SEO WorksSection 3

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Your Website

Source Code Content

Credibility

Authority

TRUSTSEO

The Process of Search Engine OptimizationHOW SEO WORKS

RELEVANCE

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How Do Trust and Authority Work?HOW SEO WORKS

INDUSTRY-SPECIFIC LINKS

Google penalizes unnatural link

behavior.

DEDICATED CONTENT TEAM

Homegrown content.

BLOGSExtensive publisher portfolio. Time is spent writing and posting, not looking.

ALGORITHM-FRIENDLY CONTENTNo cutting corners. Unique, relevant content only.

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SEO Tactics and StrategyHOW SEO WORKS

Service &Performanc

eReporting

Website Optimization

Initial

Campaign

Setup

CustomContentCreation

Ongoing SEO

Consultation

Link Portfolio

Development

Business Profile

Development

Keyword Optimizati

on

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Jan-15

Feb-15

Mar-15Apr-

15

May-15

Jun-15

05

1015202530

Monthly Keyword Ranking

Keyword Posi-tion

Keyword Rankings on Google’s First PageHOW SEO WORKS

Significant keyword movement happens in the first 2-4 monthsReach first page within 6 months

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SEO & RadioSection 4

19Stats

57% of listeners go online after

hearing something on the radio

39% of listeners say that radio

spots prompt an online search

20% are online while listening

to the radio

57%

39% 20%

Radio Advertising Bureau 2014

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Why SEO & Radio?SEO & RADIO

o All things lead to searcho Optimized websites lead to better Radio results

o Radio ads can improve SEO rankingso Ads generate traffic, traffic-to-site is a ranking factor

o Creates long-term perspective and approacho Recurring revenue stream

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Selling SEOSection 5

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Why Sell SEOSELLING SEO

o Radio becomes more successful when bundled with SEO

o SEO can be offered to past and current clients

o You gain a competitive advantage because you offer more comprehensive marketing services

o SEO does not cannibalize your core offering

o SEO can be offered as a “stand alone” product if someone is not interested in radio

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It’s Already WorkingSELLING SEO

As you might imagine, selling newspaper ad space or Yellow Page ads is no easy task in today’s digital age. That’s why these types of companies are already bundling our SEO services with their current offerings to increase sales and customer retention. The results have been tremendous.

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What Do YP, Newspaper, TV & Radio Have In Common?

SELLING SEO

o Existing Relationships With Business Owners

o Existing Brand

o Existing Sales Force

o Declining Demand For Their Services

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Radio Stations Using SEOSection 6

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Incorporating SEO For Better Radio ExperienceRADIO STATION BEST PRACTICES

Will the radio ad drive traffic to their website?

Incorporate new or existing keywords in radio ad

Optimize landing page for keywords

Do they have a web page that ranks? For what keywords?

Optimize for mobile

Monitor traffic and rankings

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3 6

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Case Study RADIO STATIONS BEST PRACTICES

Keys to Successo Created separate digital brando Created new digital marketing department o Provided introductory training (marketing messaging,

SEO training, discovery training) to all stationso Added digital sales experts to staff to handle all saleso Launched in one market then rolled out to additional

marketso Stations choose to adopt and are still adopting

Generated $30,000 in revenue first 2 months

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Keys to Selling SEO SuccessfullyRADIO STATIONS BEST PRACTICES

1

2

3 COMMITMENT

DIGITAL SALES EXPERIENCE

Keys to Success

SEPARATE DIGITAL DEPARTMENT

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Partnering with Boostability Section 7

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Why Partner With BoostabilityPARTNER WITH BOOSTABILITY

o Reclaim substantial local ad dollars that have been lost to online marketing

o Incur no increase in workload or expenseo You are adding a turnkey digital service that your customers

are already looking foro Apply most of this new revenue straight to your bottom lineo Improve results for your existing radio advertiserso Attract new advertisers

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Integration Is EasyPARTNER WITH BOOSTABILITY

o  We do all the work, you get all the credit

o  We can white-label everythingo You are adding a turnkey digital service that your customers

are already looking for

o We provide marketing, training, and sales support

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Overcoming Biggest Partner HurdlePARTNER WITH BOOSTABILITY

o One of the biggest problems partners face is how to sell SEO

o Explaining how search engines work can be confusingo You can conference us in and we walk the customer

through how it works, what it is, and which program is right for them

It’s all we do and we’re very good at it!

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What is Sales Support?PARTNER WITH BOOSTABILITY

Team of experts dedicated to helping businesses build their

online presence

Sales support was created to help partners sell more SEO

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Our TechnologyPARTNER WITH BOOSTABILITY

Launchpad Technology

Partner Customer

SEO Campaign Operations

Global Reporting

ProductsCustomer Manageme

nt

Sales Tool API Integration

Progress Reports

UI Analytics Transparency

Social Bookmarkin

g

Local & Biz Profiles

Directories OnsiteOps

Blogs & Articles

Tickets FulfillmentAccount Managemen

t

Sales WritersDomain.net

QALinkBuilding

KeywordLink

Building

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QuestionsSection 8BOOSTABILITY.COM/PARTNER / 800-261-1537 / @KELLYSHELTON32