Optimisey- Nov 2018 DeepCrawl THE BUSINESS VALUE OF SEO · THE BUSINESS VALUE OF SEO Jennifer...
Transcript of Optimisey- Nov 2018 DeepCrawl THE BUSINESS VALUE OF SEO · THE BUSINESS VALUE OF SEO Jennifer...
THE BUSINESS VALUE OF SEO
Jennifer Hoffman, Marketing DirectorDeepCrawl
Optimisey- Nov 2018
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Jennifer HoffmanMarketing Director
DeepCrawl
Manage a team of amazing marketers who keep
DeepCrawl fun!
WHO AM I?
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VARIABLE:
An element, feature or factor liable to vary or change.
VARIABLE
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THE SEO VARIABLE
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The black box algorithm
Constant changes
Algorithm updates
Ranking fluxuations
Competitors
CONTROLLABLE:
Capable of being directed or influenced.
CONTROLLABLE
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THE SEO CONTROLLABLE
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Site Structure & Architecture
Linking Structure
Mobile Configuration
Site Speed & Page Load Times
Internationalization
Content
WEBSITE PERFORMANCE
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SEO has changed, it’s now about web performance!
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MAKE FRIENDS:HELP ME HELP YOU
SAY WHAT?
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FRIENDS ARE GOOD!
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CUSTOMER JOURNEY
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ALL ROADS LEAD TO YOUR WEBSITE!
Make sure your site is optimized for the customer, regardless of the delivery
channel!
ALL MARKETING
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GOOGLE’S BEEN SAYING FOR YEARS
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‘These (Google) algorithms analyze hundreds of different factors to try to
surface the best information the web can offer, from the freshness of the content, to
the number of times your search terms appear and whether the page has a good
user experience. ‘
- Google Search Blog
https://www.google.com/search/howsearchworks/algorithms/
CHASING CUSTOMERS
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BUSINESS METRICS
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Website Performance + Customer Experience = Impact on:
Conversion Rate
Average Order Value
Customer Acquisition Cost
Return on Investment
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PUTTING IT IN ACTION:MADE.COM
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THE CLIENT
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TO THE RESCUE
This is Sam Hurley,
founder of Statement
Digital, fixer of
Made.com!
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CHALLENGE #1
The Challenge:
Diluted Authority
The Solution:
Improved Internal Linking
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CHALLENGE #2
The Challenge:
Security Issues
The Solution:
HTTPS Site Migration
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CHALLENGE #3
The Challenge:
International Issues
The Solution:
Hreflang Implementation
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CHALLENGE #4
The Challenge:
Inefficient Navigation
The Solution:
Revamped Navigation
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THE RESULTS
42% YoY
Increase in new userssite wide
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THE RESULTS
60% MoM Increase
in revenue
31% YoY Increase
in revenue
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PUTTING IT INTO PRACTICE:A 5 STEP GUIDE
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STEP 1: PULL BENCHMARK METRICS
Across Your Whole Site & Individual Digital Channels:
Traffic
Conversion Rate
Revenue
Customer Acquisition Cost
Return on Investment
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STEP 2: RUN A CRAWL
Set Your Crawl
Schedule &
Frequency
Set up Your
Initial Crawl Add in Your Data
Sources
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STEP 3: CREATE YOUR STRATEGY
Identify Issues
Prioritize Opportunities
Build Your Plan
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STEP 4: SET UP
Set Up Your Reporting
Set Up Your Automation
Align Your Reporting Schedule
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STEP 5: GET TO WORK
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EFFICIENCY:AUTOMATE TASKS
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TASK AUTOMATION
34% Stated they spent
21+ hours per month
on tasks that could be
automated.
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ZAPIER
Zapier allows you to
automate workflows
with triggers & actions.
ZAP ALL THE THINGS!
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ZAPIER
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VISUALIZE IT:THE POWER OF DASHBOARDS
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DASHBOARDS
Data Studio
Klipfolio
Tableau
Google Sheets
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BENEFITS
Keeps things top level
Quick snapshots of performance
Combines multiple data sources
Visual impact
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BRINGING IT ALL TOGETHER
SPEAK THEIR LANGUAGE
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SHOW THE REVENUE
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GAIN MORE BUDGET & RESOURCE
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Very happy CEO
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IN CONCLUSION:FINAL THOUGHTS
Think website performance not just organic search
Make friends with your marketing team members
Be efficient & automate things
Visualize the correlation between web performance &
revenue impact
RECAP
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FINAL THOUGHT
CONTROL THE CONTROLLABLES!
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RESOURCES
Made.com Case Study: https://www.deepcrawl.com/clients/made-com/
SEO Reporting Automation: https://www.deepcrawl.com/blog/best-practice/automating-seo-reporting/
Data Studio Templates: https://www.stateofdigital.com/5-marketing-dashboard-templates/
Statement Digital: https://statement.digital/
THANK YOUJennifer Hoffman
Marketing DirectorDeepCrawl
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