60-Minute SEO Boot Camp for CEOs

60-Minute SEO Boot Camp for CEOsStrategies for staying one step ahead of the competition

Dial In: (312) 878-0222Access Code: 247-537-916

@TravisLowSEO

@bradleywjoe

#wm123

#wm123@TravisLowSEO

Webinar Agenda

1Why SEO?Discover the importance of search engine optimization for your business

success

2Does SEO pertain to my company’s industry?Yes! Pursue industry trends and choose the right keywords that will have

the greatest business impact within your industry

3 Are my competitors focusing on SEO?Measure competitor performance as part of your search campaign

4 How do I measure ROI?Learn steps for successful SEO integration and customer expectations

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4 How do I measure ROI?Learn steps for successful SEO integration and measure progress

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SEO is the process of improving the visibility and ranking of your website in the organic search listing on search engines.

1 What is SEO?

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By optimizing your website, you will progressively see improvements in search ranking as you cast a wider net for relevant traffic and ultimately gather increased visitor conversions.

1 Importance of 1st page organic positioning

Organic search results based on keyword search

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PPC results appear at the top of the search results page and in the right-hand sponsored links column.

1 Positioning of Pay Per Click results

Paid search results based on keyword search

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Understand that organic results and paid results both work to boost your recognition, ranking, and ultimately, your conversion rate.

1 Know the difference between PPC and SEO

• Organic results = Search Engine Optimization (SEO)

• Listings on search engine results pages that appear because of their

relevance to the search terms. These are not advertisements.

• Paid results = Pay Per Click (PPC)

• Online advertisements that are used to direct relevant traffic to websites

to take part in a specific call-to-action or transaction.

Paid Ads + Organic Search captures new users

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More people are using the internet today to research, shop and buy than in previous years.

1 SEO benefits every business type

Take Action

• Closely focusing on your company’s website performance in search can mean the difference between meeting your quarterly revenue goals and not.

Source: comScore qSearch, January ’08 – March ’10, * Based on the five major search engines

Queries have

increased an

average of 21%

Y/Y from Q1 ’08

– Q1 ‘10

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People are using search engines as their #1 method to shop and purchase.

1 Why is SEO important to my business goals?

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If your website isn’t listed on the first page of search results, you are missing out on a big slice of business. Nearly 70% of users do not look past the first page of search results.

1 Why is SEO important to my business goals?

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Page rankings are more important today than ever. With new tools and more data sources available, businesses are capitalizing on metrics to guide them to their revenue goals and ahead of their competitors.

1 To be #1, you must be practicing SEO

Source: AOL Leaked Data Report

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Have great content and get links (“votes”) from other relevant websites

1 How SEO Works

SEO Ranking Factors. Source: SEOMoz v3 Search Engine Ranking

Factors Report

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Gain vital insight into today’s popular search terms. You can see how new “trending” terms tend to be more regularly searched than outdated terms. This will help you choose the right keywords for your site.

2 Take a look into Google Trends

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2 Utilize Google Insights for Search Tool

Google Insights for Search:

Step 1: http://www.google.com/insights/search

Step 2: Enter your keywords to get “insight” into popularity of the search term over

time

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

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2 Optimize with Google Keyword External Tool

Google Keyword External Tool:

Step 1: https://adwords.google.com/select/KeywordToolExternal

Step 2: Enter your keywords to get competitive data and other keyword ideas

https://adwords.google.com/select/KeywordToolExternal

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The Google Keyword External Tool is a great resource for providing suggested strong, unique keywords that can help your site separate from the competition.

2 Keyword tools give you keyword ideas

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See who is displayed on the search results page for your target keywords. Are they employing the SEO basics?

3 Be aware of your competitors

6 Pillars for a Successful

SEO Campaign

• Keywords

• Content

• Meta Tags

• URLs

• Internal Links

• Inbound Links

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Keywords in your page title are crucial. Keyword placement towards the beginning of the title is always best.

3 Is the page title optimized?

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It is a good practice to monitor your competitors ranking and the specific keywords that they are ranking successfully on. This can help you navigate appropriately for your own campaign.

3 How optimized are my competitors?

Google

Keywords

Monthly

Searches nike.com adidas.com lululemon.com newbalance.com Competition

running gear 49,500 10 N/A 16 N/A 138,000,000

running socks 40,500 13 N/A N/A N/A 2,970,000

running wear 22,200 17 N/A 58 93 199,000,000

best running shorts 1,600 21 N/A N/A N/A 8,000,000

running tshirt 720 8 N/A N/A N/A 6,160,000

Total Monthly Searches 114,520 N/A means not ranking in the Top 100

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Focus on your ROI and know how you can get there.

3 How can you stay ahead?

• Target correct, optimal keywords

• Include keyword rich content on your site

• Incorporate many relevant one-way inbound links

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SEO takes time as it is a natural process. In the long term, the impact is huge. The best results come with patience.

4 How long before I see the effects of SEO?

Set up Goals

• Define conversions for your business goals.

• Set your goal values.

• Analyze which keywords are leading

to more conversions and work to strengthen

them in your links and content.

Consider removing poor-performing, too general

keywords from your campaign.

• Observe where visitors abandon the goal path

and analyze the data to determine why

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Analyze organic (non-paid) traffic and non-branded traffic leading to your site

4 Monitor branded vs. non-branded traffic

• This segment of traffic represents the current strength of your SEO efforts as

visitors land on your site from the results of organic search.

• Site visitors coming from non-branded traffic demonstrate the customer base

that is being led to your site directly from searches on the type of products or

services that your company offers.

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Dig into the market trends to determine your strengths and focus on continually improving your position

4 Integrate analytics to measure ROI

• Compare your metrics to past data

• Observe possible seasonality factors

• Track your progress through non-paid, non-branded traffic trends

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Understand how SEO, as a critical piece of online marketing, helps you to stay ahead of the rest.

4 Essential Takeaways

• SEO is a medium that brings results for a fraction of the price of other

marketing mediums

• There are many tools that provide insight on your industry’s online search

behavior

• Engage in SEO now because it is constantly evolving

• ROI is very transparent with proper analytics in place

• Increasing visibility on search engines is the most cost-efficient way to get

more sales and leads to your business

• Each SEO element builds upon the other for successful wins

Thank You!

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Thank you for your attendance today!

Contact Us for a Complimentary Digital Marketing Analysis

Custom Opportunity Analysis includes:

- Digital Planning Session: Learn how your business can drive revenue

growth through the web. How many searches are being done for you top

services or products?

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

competitors and what tactics they’re employing

- Website Analytics: detailing the keywords, sources, and referrals that

visitors are using to discover your website

- Search Engine Friendliness Report: crawlability analysis of your site

Please contact:

[email protected]

60-Minute SEO Boot Camp for CEOs

Technology

Transcript of 60-Minute SEO Boot Camp for CEOs