SEO for Executivesby James Scaggs

MY SEO EXPERIENCECurrent ClientsConsulting Experience Previous Experience

MY TOOLSMY CERTS

LINKEDIN SEO

LINKEDIN SEO

WHAT WE’LL COVER

• SEO factors & best practices - 15 minutes• Strategic ROI based SEO - 20 minutes• Q&A Session – 15 minutes

TOP SEO FACTORS

1. Keyword Focused Anchor Text from External Links – 73% importance2. External Link Popularity - 71% importance3. Diversity of Links – 67% importance4. Keyword use in Title Tags – 66% importance5. Trustworthiness of Domain based on link distance – 66% importance

Top 5 Factors Driving SEO

ALL SEO FACTORSAll factors contributing to your SEO grade

WORST SEO TACTICS

Top 5 Negative Ranking Factors

1. Cloaking with Malicious/Manipulative Intent– 68% importance2. Link Acquisition from known link brokers/sellers - 56% importance3. Links from the page to web spam sites/pages – 51% importance4. Cloaking by User Agent – 51% importance5. Frequent Server Downtime & Accessibility – 51% importance

WHAT DRIVES PROFIT?ONLY MEASURE WHAT DRIVES PROFIT

1. INCREASE PRICES2. DECREASE COSTS3. INCREASE MARKET SHARE4. INCREASE MARKET SIZE

Strategic SEO based on ROIHOW DO YOU CALCULATE ROI ON SEO?

1. Assign jobs to your website and create Macro/Micro Conversion Goals2. Assign Economic Value and Imputed Values in Analytics3. Setup Auto-tagging & Segmentation4. Calculate Quantitative Economic Value

Assigning Jobs (Macro vs Micro)WHAT JOBS DOES YOUR WEBSITE DO?

1. Generate leads or sales2. Support all offline marketing activity/Branding3. Collect Applications from Potential Employees4. Provide Customer Service/Support to existing clients

Macro vs Micro Conversions• Macro Conversions – Ecommerce, Lead Generation, Downloadable Kits, etc. (Economic Value) • Micro Conversions – Account Registration, Newsletter sub, etc. (Imputed Value)

1. PRICE INCREASE – Example Goal: Send visitors to competitor comparison page2. COST DECREASE – Example Goal: Overall marketing cost per sale less than ??? 3. MARKET SHARE INCREASE – This is a function of Efficient Online Marketing4. MARKET SIZE INCREASE – This is a function of supply/demand & innovation

EACH CONVERSION GOAL SHOULD BE SEGMENTED INTO ONE OF FOUR BUCKETS

Auto Tagging & SegmentationProvides QUICK access to CRUCIAL data by channel

1. Newspaper Ads2. Television Ads3. Radio Ads4. TradeShows5. SEO/SEM/Display6. Social

Use special promo’s or special URL’s/phone numbers.

QUANTITATIVE ECONCOMIC VALUEExample QEV Calculation

1. Job 1: Leads + Sales – Calculate the value of all leads + sales direct from Web2. Job 2: Support Offline Marketing – Calculate value of visits from offline marketing3. Job 3: HR/Recruiting – Calculate value of application efficiency and pool of talent4. Job 4: Customer Service/Support – Calculate value of reduced time call times,

increased customer satisfaction, etc.

QUESTIONS?

James ScaggsSEO/SEM/Analytics Consultant314.488.9028James.scaggs@gmail.comhttp://www.linkedin.com/in/jamesscaggs

References:Data used from SeoMoz.org (An incredible toolset for every SEO or aspiring SEO)Principles from Web Analytics 2.0 by Avinash Kaushik