Drive Your Business' Bottom Line Using Natural Search in a 3-Step Program
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Transcript of Drive Your Business' Bottom Line Using Natural Search in a 3-Step Program
Due to subject matter, viewer discretion is advised
The following PowerPoint includes a dramatization that is drawn from a
variety of experiences with many fortune 500 and successful companies
who ultimately fail miserably at SEO
For dramatic and narrative purposes, this PowerPoint contain fictionalized scenes that
may make you feel uneasy about your company, competition
and the purpose of existence.
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Once upon a time ….
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ACME Board of Directors
Seth Besmertnik, CEO - Twitter: @Besmertnik [email protected]
We are losing market share quickly
CFO: I’ll create a 500k budget and we will crush everyone – let’s get the best seo agency/people around
CEO: Our competitors are beating us at this SEO thing
HAHAHAHHAHAHAHAHA –We will crush them
So the CMO took action
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Bob Smith, Director of SEO
TWO SUPPORT STAFF
Seth Besmertnik, CEO - Twitter: @Besmertnik [email protected]
Timeline
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Months 6-12
•Suggestions weren’t implemented•Progress was measured with PPC metrics and
expectations•SEO didn’t have a positive comparable CPC
First 2 Months
•Keyword Discovery Process
•Strategic Planning
2-4 Months
•Exhaustive site audit
•List of recos for engineering
•Content suggestions
Month 5
•Communication•Roll Out Time Frame
Seth Besmertnik, CEO - Twitter: @Besmertnik [email protected]
What the CMO (Jim) says
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We’re doing SEOWe’re building Web 2.0
When is our tee time?
Who do I have to pay to get a change to our CMS?
Why did they hire me if they’re not going to listen?
Maybe I Should make another “Importance of SEO”deck…..?
– What the SEO thinks
Seth Besmertnik, CEO - Twitter: @Besmertnik [email protected]
What Happened?
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INTERNAL HEADCOUNT
AGENCY BUDGET
Seth Besmertnik, CEO - Twitter: @Besmertnik [email protected]
A 3-Step Program to Drive Your Business' Bottom Line Using Natural Search
Seth Besmertnik, CEOFebruary 24th, 2010 at OMS
Everything You See Today Will Be Available for Download
• This Presentation
• All the tools and resources
Seth Besmertnik, CEO -Twitter: @Besmertnik [email protected]
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www.conductor.com/oms
About Conductor, Inc.
• Conductor has developed the leading platform for analyzing, managing, and optimizing natural search for the Mid-Market and Enterprise –Conductor Searchlight
• 65+ employees, with backgrounds from Google, Yahoo, MSN, agencies, and technology providers
• Largest technology company focused on “the SEO problem”
• We have 200+ Fortune 1000 & Internet Retailer 500 customers
• Successfully helped create an SEO culture for many companies
Seth Besmertnik, CEO - Twitter: @Besmertnik [email protected]
Quick Thoughts on the State of SEO and Mid-to-Large Companies Today
CONFIDENTIAL9
Natural Search is most under spent channel in web marketing
86% 14% Only 14% of allsearch engine clicks
Natural Paid
Sources: Forrester
86% of allsearch engine clicks
Traffic
11% of search spendMarket Size = ?
11% 89%89% of search spend
Market Size = $10.7 bn
Spend
CMOs are excited by the potential of SEO but extremely frustrated by the lack of accountability and ability to measure ROI
11.8 billion monthly searchesacross major engines (growing by
25% per year)
Seth Besmertnik, CEO - Twitter: @Besmertnik [email protected]
Untapped Potential in Natural Search
11 Seth Besmertnik, CEO - Twitter: @Besmertnik [email protected]
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1998 2000 2002 2004 2006 2008 2010
SEO is Getting More ComplicatedThe Evolution of SEO
Seth Besmertnik, CEO - Twitter: @Besmertnik [email protected]
A 3 Tiered Approach to Creating an SEO Culture
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Define the Opportunity
Expectations and a
Game Plan
Make Reporting a Cornerstone
Keyword
Metrics
Rankings
Traffic
Attribution
Bookings
Overall ROI
Campaign
Level ROI
Seth Besmertnik, CEO - Twitter: @Besmertnik [email protected]
Define the Opportunity
If you don't know what's out there……how do you know how much you have?
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Define the market opportunity
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Isolate keywords for top 50,100,1k,2k, non-branded terms
Gather volume and ranks
Use a CTR Curve to define potential visitors
(If you can, get PVV data for each keyword)
Download worksheet from Conductor.com/oms
Seth Besmertnik, CEO - Twitter: @Besmertnik [email protected]
Get someone in your organization to:
What is SEO Worth to Your Organization? (Define the Market)
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Total Realized Opportunity160mm Visitors
Total Unrealized Opportunity1 Billion Visitors
You can download this template from conductor.com/oms
Seth Besmertnik, CEO - Twitter: @Besmertnik [email protected]
Where are you heading?
17 Seth Besmertnik, CEO - Twitter: @Besmertnik [email protected]
Create a Game Plan for Success
Educate, Manage Expectations, Create Success Metrics, and Establish Milestones
CONFIDENTIAL18
SEO Touches Everything
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Editorial
IT
SEO
PPC
Public Relations
PPC
Direct Marketing
Seth Besmertnik, CEO - Twitter: @Besmertnik [email protected]
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Investment: Organic vs. Paid
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10
20
30
40
50
60
70
80
90
100
Paid Search Organic Search
Investment
Tra
ffic
Abandoned SEO
Seth Besmertnik, CEO - Twitter: @Besmertnik [email protected]
SEO Maturity Cycle
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Try
Education &evangelism
Small/sharedresources
No formal mgmtprocess
Invest
Internal /agency
investment
Tactical focus
No auditing
No scale
No ROI
Measure
Move from SEO metrics to business
metrics
Regular and systemic ROI
reporting
Shift from tactical to strategic
Scale
Opportunitydiscovery
Specialistresources
Real SEO prioritization
Attribution modeling
around SEO
Compete
Share of search calculations
Monitoring & alerts of important SEO changes
External validation & auditing
Lost opportunity cost identification
Seth Besmertnik, CEO - Twitter: @Besmertnik [email protected]
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The Evolution of an SEO Budget
Seth Besmertnik, CEO - Twitter: @Besmertnik [email protected]
Headcount Engineering ContentTechnology Link Building Continuing Ed
Try(Stage 1)
Headcount Engineering ContentTechnology Link Building Continuing Ed
Scale (Stage 5)
SEO is all or nothing
Technology Link Building
Continuing Education
SEO Success
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∞ x 0 = 0
Headcount Engineering Content
Seth Besmertnik, CEO - Twitter: @Besmertnik [email protected]
SEO Maturity Cycle Worksheet
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You can download this template from conductor.com/oms
SEO Assessment
Audit Each of 4 Categories:
• Site/Technical Optimization
• Content Optimization
• Offsite Issues
• Tracking and Metrics
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You can download this template from conductor.com/oms
Seth Besmertnik, CEO - Twitter: @Besmertnik [email protected]
The need for an SEO Service Level Agreement
• SEO needs cross-functionality
• Create an SEO task force
• Agree on minimum service levels
26 Seth Besmertnik, CEO - Twitter: @Besmertnik [email protected]
You can download this template from conductor.com/oms
Reporting – The Roadmap to Continued Success
CONFIDENTIAL27
Reporting Overview
• Continue to create urgency around competition
• Report on non-business metrics in a ‘business’ manner
• Think outside the box around ‘Soft’ ways to evangelize SEO
28 Seth Besmertnik, CEO - Twitter: @Besmertnik [email protected]
Stepping Stone SEO Metrics
Keyword Metrics
Recos Made
Average Page
Scoring
# of Indexed, backlinks
Etc…
Rankings
Traffic
Overall ROI
Create a timeline on maturing your metrics
Q1 Q2 Q4Q3 Q1 Q2
PRE-TRAFFIC POST TRAFFIC
Conversions
Attribution Campaign Level ROI
GOALSMILESTONES
Seth Besmertnik, CEO - Twitter: @Besmertnik [email protected]
Stepping Stone SEO Metrics
Keyword Metrics
Recos Made
Average Page Scoring
# of Indexed, backlinks
Etc…
Rankings
Create a timeline on maturing your metrics
Q1 Q2 Q3
MILESTONES
Seth Besmertnik, CEO - Twitter: @Besmertnik [email protected]
Keep urgency alive with Share of Search reporting
31 Seth Besmertnik, CEO - Twitter: @Besmertnik [email protected]
You can download this template from conductor.com/oms
Destination And Traffic Modified Movement
I'm Lowes – How Am I doing vs. Home Depot?
SEO Reporting is Not Just Excel and Powerpoints
CONFIDENTIAL34
Make Everyone Aware of the Wins and Let them Share the Success
Don’t Stop – Keep Using External Data Inputs
CONFIDENTIAL35
Take-Aways
•Define the Opportunity– $6 million in lost opportunity means more than ‘We should be doing SEO’
•Create a Game Plan– Continual Improvement - Don’t settle for yesterday’s success– Technology scales faster than people
•Measure Success– Report like crazy – SEO success is a board level business metric
CONFIDENTIAL36
Download these resources at:
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Opportunity Game plan Report
www.conductor.com/omsAsk me questions on Twitter -- @Besmertnik
MARKET OPPORTUNITY CALCSEO SLA AGREEMENT
SHARE OF SEARCH CALCDATMM SCORING MODEL
Seth Besmertnik, CEO - Twitter: @Besmertnik [email protected]