How and why you need to calculate the true

value of page 1 natural search engine positions

David White

What is your position?

• Where do you come up in search the results?

• Do you know what it means?

• How do you assess the value?

• More questions than answers?

• NDA• We started 4 years ago

– zero visibility

• Someone applies every 28 seconds • 100 times cheaper than TV• 50 times cheaper than PPC

Case Study - Virgin Money

Result

Value?

More value measurement…• The SEO engineers favourite is Firefox

– Free SEO tools

• Google keywords– ‘Credit Card’

• Make sure your search partner ‘gets’ the granularity

How many people search?

Warning: Death by generics• Is an NDA in place?

• Pre campaign questionnaire– Understanding the business– Understanding the analytics– Benchmark current level of performance

• Or do you prefer to choose suppliers by perception and liking?

What is the Value to you?• Number one values:

– Trust– PR– Ensure top of mind positioning– ability to click through

• Do you look at your analytics – they are free!

• How many, where from, where do they go, how do you compare, how many register / buy…

Do you predict these results?

Positions• 70% click through rate

• How many clicks to buy?

• We need to understand the pipeline

• If you can only assess the value based on opinion and liking

Goal metrics?

• What do you do with the clicks?

• If you try and sell outright you will achieve a small conversion rate

• If you ‘talk’ to your visitors you will make more sales

3 step process• Applies to Social Media as well as

Search Media• Getting people to opt in is easier than

trying to sell out right straight off• Building a list of ‘members’ means that

you have a group of people you can learn from

• Nowadays, you do not own the brand…

3 step process…

• Number one ‘cloud’

• On site data collection

• Visitor communication

Check out ClubTweetmaxi.com

How many offers do you make?

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david@weboptimiser.com