4 Reasons Your CEO Needs to Know About SEO in 2012

4 Reasons Your CEO Needs to Know About SEO Top Tips for Online Business Success in 2012

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Are the slides available?

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Want to learn more?

Contact us for a complimentary SEO Diagnostic. Details

at end of webinar.

Housekeeping Items

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1 The Case for Online Marketing Why 1st Page ranking is important to achieve business goals online

2 Calculating the Cost of the Problem Understand how the lack of an online presence creates costs for your business

3 Competitive Analysis Learn how your competition is leveraging SEO to drive their business results

4 SEO and ROI How to tie SEO results to financial impact

Webinar Agenda

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Budgets for digital marketing initiatives are increasing both in absolute total, as well as in their proportion of entire marketing budgets

1 Online Ad Spend Is On The Rise

Source: American Marketing Association, Forrester Research’s US

Interactive Marketing Forecast 2009-2014; Cambridge, Mass

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1 Biggest Factors Influencing Online Success Comparing the most popular digital marketing channels

Source: First Annual Webmarketing123 Digital Marketing Survey

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Currently, there are more

than 3 billion

searches/day on Google

Courtesy: SEOmoz

1 What is at Stake? Search engine usage is growing rapidly

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Source : Jupiter Research, 2010

1 Search Engine User Behavior If you are not on the 1st page, you are invisible to most searchers

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1 Search Engine User Behavior Investigate Google Insights to compare long-term trends: www.google.com/insights/search

http://www.google.com/insights/search

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1 What’s at Stake for Your Business? Google’s keyword tool provides specific insights to marketers

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Key Thought #1

1. Identify the top 5 keywords your company needs to appear #1 on Google for today.

2. How many monthly searches are there for those 5 terms?

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2 Calculating the Cost of the Problem By applying standard conversion metrics throughout the purchasing funnel, we can identify lost revenue on a monthly basis

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Key Thought #2

1. What are the conversion metrics (avg. close rates, avg. sale price, etc.) for your business?

2. For your business, is there a significant cost for not ranking highly on the search engines?

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• Search engines learn what your site is about by reading your content

• Optimal site content will sound natural to readers but also include mentions of targeted keywords

3 Website Content How to write for search engines

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What We See

3 Website Content What Google Sees

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Main Elements Consist of:

a) Page Title

b) Description

c) And sometimes… Keywords

What it is

3 Meta Content

Facebook Groups: B2B Lead Gen

Keywords in the First or Second Position of the Page Title Have the Highest Impact!

Include descriptive keywords and phrases in page titles

3 Meta Content

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Develop a “mapping” document that targets 3-5 keywords per page

3 How Many Keywords To Target Per Page?

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3 Inbound Links Links from other highly relevant websites, back to yours

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Key Thought #3

1. Visit you top competitor’s home page

2. View the source code and locate what keywords are in the <title> and <description> tags

3. How does this compare with your SEO strategy?

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Why SEO matters to achieve business success

4 SEO Is A Means To An End

Keyword

Rankings

Increased

Traffic

Lead and

Sales

1

2

3

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Measure on a weekly, bi-weekly, or monthly basis

4 Watch Your Keyword Rankings

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Filter out “branded” traffic

Measures effectiveness of the SEO program

4 Analyze Organic Search Traffic

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Tie SEO effectiveness to lead and sales flow

4 Track Your Goals

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4 How to Measure ROI Full Funnel Digital Visibility

- Most B2B marketers would

attribute success at the point of

lead capture, i.e. “conversions”

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4 How to Measure ROI Full Funnel Digital Visibility

- Reality is that there are several

touch points before the

“conversion” that influenced the

purchase decision

- Marketing currently gets no

credit for these!

- Worse yet, without closing the

loop with Sales to determine if

those leads led to new revenue,

we are NOT making sound

business decisions

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Measuring SEO effectiveness by identifying keywords that drove the best conversions and sales

4 The Best SEO Reporting

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Key Thought #4

1. When you signed off on your business plan goals for 2012, what did you commit to (10% increase in leads/sales, etc.)?

2. Can you identify the marketing channels that will help you achieve these goals?

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Contact Us about Qualifying for a Complimentary Analysis

- “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?

- Competitive Report: Find out where you rank against your top

competitors and what tactics they’re employing

- ROI Tracking: Detailing the keywords and sources that visitors

are using to discover your website and if those visitors are

converting into leads and sales

Please contact:

[email protected]

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• Identify Where You Are Today: Determine whether the

lack of strong search engine ranking is a significant enough

cost for your business (it might not be).

• Tie Everything to Revenue: Fill out the “Cost of the

Problem” framework for your business. Does this make a

strong case for online investment?

• Achieve 2012 Marketing Goals: SEO is the most cost-

efficient way to generate qualified sales and leads. Take

advantage of search demand for your industry and leverage

this to achieve your 2012 business plan goals.

Key Takeaways

Thank You!

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Contact Us about Qualifying for a Complimentary Analysis

- “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?

- Competitive Report: Find out where you rank against your top

competitors and what tactics they’re employing

- ROI Tracking: Detailing the keywords and sources that visitors

are using to discover your website and if those visitors are

converting into leads and sales

Please contact:

[email protected]

4 Reasons Your CEO Needs to Know About SEO in 2012

Technology

Transcript of 4 Reasons Your CEO Needs to Know About SEO in 2012