The Cumulative Effect of SEO Improvements

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  • 1.The Cumulative Effect of SEO ImprovementsHow a methodical process for SEO pays off in markedly better results Sponsored by:

2. IntroductionsJen DoyleDaren TomeySenior Research ManagerSenior VPMarketingSherpaCorporate Development@JenLDoyle Slingshot SEOJen.Doyle@MECLABS.com@darentomey daren@slingshotseo.comKaci BowerResearch AnalystMarketingSherpa@KaciBowerKaci.Bower@MECLABS.comSponsored by:#SherpaWebinar 3. Join the conversation on Twitter#SherpaWebinarSponsored by: #SherpaWebinar 4. About MarketingSherpaResearch firm and publisher of marketing know-how MarketingSherpa, founded in 2,000, is part of the MECLABS SciencesGroup Content read by hundreds of thousands in the marketing communityweekly Research Newsletters Events MembershipAccess to Benchmark Case StudiesSummitsExtensiveReports LibraryDiscounts onHow-to Best Practice SherpaResearch and Handbooks ArticlesTraining EventsSponsored by: #SherpaWebinar 5. About Slingshot SEOA professional search engine optimization practice whosefull-service strategic consulting and internet marketingservices deliver unparalleled results for its enterprise-caliber clients. 2006Founded Named ITCompany of2011the YearSponsored by:#SherpaWebinar 6. Todays Agenda SEO Challenges vs. SEO Objectives Breakout of marketers by SEO maturity phase Impact of SEO maturity on: Challenges and Objectives Execution of SEO tactics Social media platform effectiveness Traffic conversion rates, lead quality and lead volume Strategy Success Story: Become.com Preparing SEO early to capture future seasonal traffic lifts Defining Digital Relevancy Methodology to obtain digital relevancy Case Studies of successful SEO campaigns Q&ASponsored by:#SherpaWebinar 7. Research Background:Creating and Capitalizing on a Rich End-User Experience Based on 2012 Search Marketing Benchmark Reports SEO Edition Fielded April 2011 1,530 Survey participants Key findings: Content creation is underutilized in relation to its effectiveness Better results with a SEO strategySponsored by:#SherpaWebinar 8. Summary of Top SEO Challenges and ObjectivesDeveloping a strategy is a top challengebut bottom objective Challenges from last 12 months Objectives for next 12 months Traffic Traffic Leads Leads Strategy Brand /Product awareness ROI ROI Social media integration Online sales revenue Brand / Product awareness Social media integration Online sales revenue StrategySource: 2011 MarketingSherpa Search Marketing Benchmark SurveyMethodology: Fielded April 2011, N=1,530Sponsored by: #SherpaWebinar 9. SEO Strategy Process in place for planning, executing and measuringthe performance of SEO programs and practices Is it worth the effort? Source: 2011 MarketingSherpa Search Marketing Benchmark Survey Methodology: Fielded April 2011, N=1,530Sponsored by:#SherpaWebinar 10. SEO MaturityInformal processes still define SEO maturity for most marketers Which statement best describes the process your organization uses to plan, execute and measure the performance of your SEARCH ENGINE Disciplined application of a OPTIMIZATION (SEO) programs and practices?methodical process for SEO eludesmany48% Consistency marks the differencebetween Transition and Strategic29% organizations 21% Trial and Transition organizationsmore tactically focused Strategic organizations moreTRIALTRANSITIONSTRATEGICWe have no process or We have an informal process We have a formal process with balanced across all three guidelines for performing SEO with a few guidelines we thorough guidelines we sporadically performroutinely performparameters Source: 2011 MarketingSherpa Search Marketing Benchmark Survey Methodology: Fielded April 2011, N=1,530Sponsored by:#SherpaWebinar 11. Marketer Insights, by SEO Maturity Q: Please describe the process your organizations uses to plan your SEO strategy. Right now, it is hit and miss, nothing formal. Management above me sees no real usefulness. We do not have a strategy. It is something we knew we had to do, but we didnt formalize the process. It is not yet defined. Still trying to find our feet. Trial Its very informal. We just look for gaps and try to fill them. I read up on best practices and try to implement those as best I can. Im documenting the process as we go -which is a move toward a formal process.Transition There is no process. It is done sporadically when there are no other more urgent things to do. A mixture of keyword research and measuring the keywords we already receive for long tail insights. Then welook at keyword mapping, internal link structure and architecture. From that we decide on new content andeditorial, and with that we construct new online PR and link building campaigns by assessing who should link toStrategic us and the optimum path to getting those links organically, bolstered by social media.Sponsored by: #SherpaWebinar 12. Top SEO Challenges, by SEO Maturity Strategic organizations wrestle with the top challenges to a lesser degreeIncreasing website traffic 69% Challenges for Strategic 47% 43% marketers are not as intense49% Increasing lead generation51% 43% Transition organizations most 43% feel the need for a strategyDeveloping an effective and methodical strategy54% and process 31% 43%Achieving or increasing measurable ROI 35% 47% Trial organizations struggling with increasing website traffic 29%Integrating with social media 41%33%Improving brand/product awareness or37% Trial 32% reputation Transition 24%Strategic 34%Increasing online sales revenue35% 24%Source: 2011 MarketingSherpa Search Marketing Benchmark SurveyMethodology: Fielded April 2011, N=1,530Sponsored by:#SherpaWebinar 13. Top SEO Objectives, by SEO MaturityDeveloping SEO strategy falls to the bottom of the list70%Increasing website traffic80% Developing SEO strategy falls61%to the bottom of the list 57% Increasing lead generation 66% 63%Strategic organizations are fine-tuningImproving brand/product awareness or 57% 48% reputation46% Strategic organizations38%Achieving or increasing measurable ROI 53% shifting focus from just 57% traffic to leads, revenue and41%ROIIncreasing online sales revenue48% 54%38% Trial Transition and TrialIntegrating with social media 34% Transition organizations setting sights 32%Strategicon more traffic and leads 19%Developing an effective and methodical strategy 30%26%Source: 2011 MarketingSherpa Search Marketing Benchmark SurveyMethodology: Fielded April 2011, N=1,530Sponsored by:#SherpaWebinar 14. Top 5 Most Effective SEO TacticsTactics deemed very effective in achieving marketing objectivesContent creationKeyword/Keyphrase researchTitle tagsSEO landing pagesExternal link building Source: 2011 MarketingSherpa Search Marketing Benchmark Survey Methodology: Fielded April 2011, N=1,530Sponsored by: #SherpaWebinar 15. Most Utilized SEO Tactics, by SEO MaturityStrategic process empowers the execution of more tactics83%Keyword/keyphrase research97%269%97% Strategic organizations 3 Title tags87% 92% 74%Meta description tags 84%92% More heavily employ the most 50% URL structure 71%83% effective SEO tacticsInternal linking 51% 69%75%1. Content creation1 Content creation 43% 65%2. Keyphrase research76%5 External link building 37% 64%3. Title tags 74%Social media integration 43% 52%4. SEO landing pages 66%Trial Blogging40%Transition5. External link building 54% 63%Strategic4 41% SEO landing pages53%29%69% Dominate in their usage of allCompetitor benchmarking55% 63% tactics 30% XML sitemap 46% 66% Often by a factor of 2Digital asset optimization31% 37%(images, videos, podcasts, webi 58%Source: 2011 MarketingSherpa Search Marketing Benchmark SurveyMethodology: Fielded April 2011, N=1,530Sponsored by:#SherpaWebinar 16. 3D View of Top 5 SEO Tactics, by SEO Maturity Strategic marketers fare better in terms of usage, effectiveness and difficultySphere size indicates level of usage per SEO Tactic80% Strategic organizations70% ContentSEO landingpagesKeyword creation Utilize these tactics60%Title tags researchto a greater degreeLevel of effectiveness per SEO Tactic Content creation50%Title tagsExternal link building Have less difficulty40%Contentcreation External executing tactics, in Title tags Keyword linkterms of time, effortKeywordbuilding30% research researchSEO landing and expense pages20%SEOlanding pages Experience better outcomes with all10% Externallink building tactics 0% 0%10%20% 30%40% 50%60% 70% 80%90%100%-10% Degree of difficulty per SEO TacticSource: 2011 MarketingSherpa Search Marketing Benchmark SurveyMethodology: Fielded April 2011, N=1,530Sponsored by: #SherpaWebinar 17. Social Media Integration, by SEO MaturityPercentage of organizations integrating social media with SEO campaigns66%Strategic Organizations 52% Transition 43% Trial Source: 2011 MarketingSherpa Search Marketing Benchmark Survey Methodology: Fielded April 2011, N=1,530Sponsored by: #SherpaWebinar 18. Effectiveness of Social Media PlatformsSocial media platforms deemed very or somewhat effective, by SEO Maturity49%Blog63% 82% Strategic organizations stand out38% LinkedIn47%66% Finding greater success in theYouTube or other38%video sharing54%60% crowded spaces:45% BlogsFacebook58%73% LinkedIn39% Twitter50%75% Facebook Slideshare or other11% Twitter presentation 16%sharing 27%Trial 13%Delicious or other social bookmarking 16%33%TransitionStrategic Creating more marketing 8% opportunities from less frequentlyFlickr or otherphoto sharing9%20%used platforms Scribd or other5% 6%document sharing18% Source: 2011 MarketingSherpa Search Marketing Benchmark Survey Methodology: Fielded April 2011, N=1,530Sponsored by:#SherpaWebinar 19. Impact on Traffic Conversions, by SEO Maturity Strategic organizations convert more traffic and yield higher quality leads% Organizations Rating Leads from Organic Search as Highest QualityMedian Conversion Rate on Organic Traffic 12%Average Conversion Rate on Organic Traffic 30% Lift in average traffic conversion rates: 10% 10% 25% 13% Trial to Transition9% 12% Trans