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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