#SMX #12A @garthobrien

TITLE SLIDE ALTERNATIVE LAYOUT w/ *EXAMPLE* IMAGE

(SWAP IN YOUR OWN AS NEEDED) ENTERPRISE SEO – THE WORLD IS IN YOUR HANDS

What You Need to be Successful

#SMX #12A @garthobrien

GarthO’Brien

twitter.com/garthobrienlinkedin.com/in/garthobrienhttps://plus.google.com/+GarthOBrienhttp://www.garthobrien.com/

#SMX #12A @garthobrien

YouNeedPASSION

•  Youwillneedtounderstandeveryaspectofyourwebecosystem•  Youwillneedtochangecompanyculture•  Youwillneedtoforgecross-teamcollaboration•  Youwillneedtoadvocateforsupportandfunding•  Youwillneedtofirmlybelieveinyourstrategy

• Peoplewillneedtotrustyourleadershipandvision

#SMX #12A @garthobrien

YouNeedtoNEVERASSUME•  AwesomekeywordrankingdoesnotmeanallSEObestpracticeshavebeendeployed

•  UNCOVEReverystoneandlookateverything

#SMX #12A @garthobrien

YouNeedtoOVERCOMETHEUSUALSUSPECTS

•  Geo-Targeting•  XMLSitemaps•  Mobile•  Robots.txtManagement•  URLArchitecture•  CrawlErrors•  InboundLinkManagement•  ContentProduction•  Localization•  ContentManagementSystem(s)

#SMX #12A @garthobrien

YouNeedtoEVANGELIZE&EDUCATE

TRAINeveryoneresponsibleforbuilding,designingandpublishingwebcontent•  SocialMedia,Engineering,Marketing,PR,Executives,Content,UX,Product,Agencies

EstablishabasicSEOunderstandingacrosstheorganizationoryourworkwillbeundone•  SHIFTfromreactivetoproactive

#SMX #12A @garthobrien

YouNeedtoBUILDRELATIONSHIPS

Thesecrettoimplementation•  Benice•  Supportother’ssuccess•  Acknowledgeother’scontributions•  Gettoknowthepeopleyourelyupon

#SMX #12A @garthobrien

YouNeedtoRECOGNIZEWHENYOUNEEDHELP

•  Timetoexpandyourteam?•  Anyoneupforsabbaticalorextendedleave?•  Canyousecurecontractorhelp?•  Canyoueffectivelymanagemultiplelanguages?•  Consideranin-house/agencyhybridapproach

#SMX #12A @garthobrien

YouNeedTOOLS

Youwillneversurvivewithmanualprocess•  Keywordmonitoring•  Searchmetrics,Brightedge,Conductor

•  Inboundlinksandsocialactivity•  Majestic,Ahrefs,Moz

•  Crawlhelp•  DeepCrawl,ScreamingFrog,Xenu

•  WebmasterTools

#SMX #12A @garthobrien

YouNeedtoCOLLECTSUPPORTINGEVIDENCE

SomeSEOprojectsareveryexpensive•  Research,research,research•  LeverageCTRstudiesandanalytics•  Understandyourconversionrateandrevenue•  Willthisprojectbenefitothers?

#SMX #12A @garthobrien

YouNeedtoLEAD&PROJECTCONFIDENCE

•  Setyourstrategy–Content&Technical•  Createyourroadmap•  Communicateyourplan•  Broadcastthesuccess

#SMX #12A @garthobrien

Appendix

#SMX #12A @garthobrien

SimpleProjections&EstimatorEquationOrganicRank OrganicCTR MonthlyAvg AnnualAvg ProjectedAnnualClicks ProjectedConversions AvgOrderSize

1 0.1731 Enter#here =C2*12 =D2*B2 =E2*0.05 =F2*202 0.1092 3 0.0789 4 0.0580 5 0.0418 6 0.0297 7 0.0236 8 0.0210 9 0.0187 10 0.0138

•  CTRfrompaststudiesandadjustedfornewGoogleSERP

OrganicRank OrganicCTR MonthlyAvg AnnualAvg ProjectedAnnualClicks ProjectedConversions AvgOrderSize1 0.1731 30,000 360,000 62,323 3,116 $62,323.202 0.1092 30,000 360,000 39,343 1,967 $39,342.603 0.0789 30,000 360,000 28,433 1,422 $28,432.804 0.0580 30,000 360,000 20,898 1,045 $20,898.005 0.0418 30,000 360,000 15,064 753 $15,064.206 0.0297 30,000 360,000 10,715 536 $10,715.407 0.0236 30,000 360,000 8,523 426 $8,523.008 0.0210 30,000 360,000 7,580 379 $7,579.809 0.0187 30,000 360,000 6,761 338 $6,760.8010 0.0138 30,000 360,000 4,995 250 $4,995.00

1.  Tallyupsearchvolume

2.  Knowyourorganicconversionrate

3.  Knowyourorganicaverageordersize

A B C D E F G

$20.00 5.0%

#SMX #12A @garthobrien

PageCreationPrioritization

1.  Listtheprimarytargetkeyword

2.  Showyourprojectedclickandconversiontotal

3.  ShowthemtheMONEY

ProjectedAnnualClicks Customer OrganicAnnualAOSPage ifallkeywordsranked#1 ConversionRate5.5% $35.00

Valen?nesDayQuotes 109,751 6,036 $211,270.97Valen?nesDayPoems 71,505 3,933 $137,648.06

Valen?nesDayGiIIdeas 32,221 1,772 $62,025.61Valen?nesDaySayings 16,993 935 $32,712.41Valen?nesDinnerIdeas 16,287 896 $31,352.72HistoryofValen?nesDay 14,314 787 $27,553.61

An?-Valen?nesDay 11,343 624 $21,834.93Valen?nesDaySongs 6,004 330 $11,557.32

#SMX #12A @garthobrien

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