SEO Para o CEO: Construindo Um Negócio de Search Marketing
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Transcript of SEO Para o CEO: Construindo Um Negócio de Search Marketing
SearchLabds Sao Paulo 2010
SEO Pricing Models
SearchLabds Sao Paulo 2010
A Look at Various SEO Services
Mmm.... So many to choose from
SearchLabds Sao Paulo 2010
Standard SEO for Keyword Rankings
$$$ to SEO
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Site Audit Reports
The SEO's PrimaryAuditing Tool
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Consulting
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Keyword Research
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Content Creation & Copywriting
Blogging:Invented circa 300AD. Originally called “monks.” Like their modern descendants, monks had awful haircuts, dismal fashion and no success with the opposite gender.
SearchLabds Sao Paulo 2010
Link Building
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Strategic Planning Design/Reports
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Viral Content Creation/Promotion
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Social Media Marketing
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Reputation Management/Control
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Brand Tracking & Reporting
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Webdev / Web Design
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Training & Workshops
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Pricing Models
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Hourly Consulting$40- $50 | $100 – $200 | $300 - $1000
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Retainers
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By-the-Project Pricing
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Pay-for-Performance
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Profit Sharing
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Hybrid Models
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Pricing A Contract
Hourly Rate =
The Basics
Employee Hours + Outsourced Labour + Overhead + Profit
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Labor Costs
Hourly Rate =
Employee Costs =Employee salary + benefits + taxes
divided by # of working hours
Outsourced Labor = Invoice
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Overhead
Hourly Rate =
Overhead = Monthly operating bills / working hours
Rent + Labor + Transportation + Loans/Leases + Legal/Acctg/Other Professional Services + Office Supplies + Maintenance + Taxes + Standard Utilities (heat, water, electricity, phones)
+ SEO-specific utilities (ISP, hosting, analytics, SEOmoz Premium Membership, etc.)
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Job Specific Overhead
Hourly Rate =
Transportation Legal / Insurance Costs Cost increases on any
standard utility expenses Pro-Rated Employee
Overtime Reporting Requirements Hand-Holding
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Other Values & Detriments
Hourly Rate =
Other Values Prestigious Addition to
Your Client List Particularly Interesting
or Emerging Field Fun to Work With
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Other Values & Detriments
Hourly Rate =
Are there any liabilities inherent in working with this client? Payment habits | Propensity to sue Bad PR if you are known to work in this field or with this client
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Determining Profit
Hourly Rate =
What is your minimum acceptable profit margin? What will the market bear? What is the value to the client? ROI? What is the delivery schedule? How much hand-holding is required? What other remuneration will you get by taking this job?
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Pricing By the Project
Hourly Rate =
Best Suited for:
Site Audit Reports, Web Dev/DesignTraining Workshops, Viral Content Creation & Promotion
Pay specific attention to project related costsDon’t forget to add pro-rated overhead costs
SearchLabds Sao Paulo 2010
Retainer Pricing
Hourly Rate =
Best Suited for:
Reputation Control, Brand Management, Link BuildingPPC, Consulting, Social Media Marketing
Ongoing Content Development
Multi-hour packages: determine your carry-over policyReporting requirements & frequency
Include a review & renew policy
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Pricing By the Hour
Hourly Rate =
Best Suited for:
SEO Services for Keyword Ranking, Consulting, Training, Link Building,
Content Creation, Social Media Marketing
Easier on the SEO: One price per hourOften More Comfortable for Clients: Tiered pricing per hour
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Profit Sharing
Hourly Rate =
Best Suited for:
E-Commerce Projects
Negotiation Options:Gross Sales
Adjusted Gross SalesNet Profit
Length of contract is critical to success
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Pay For Performance
Hourly Rate =
Best Suited for:
Reputation Management, Viral Media/Linkbait
Determine Base Success LevelAdd On Bonus Benchmarks for:
Additional Quantitative AchievementsAggressive SchedulesLongevity of Results
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Hourly Rate =
Contract Pricing Generalities (USD)
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Hourly Rate =
Sample Project BasedContracts from SEOmoz
(Our Competition Particularly Liked This Part…)
Note: SEOmoz No Longer Performs Consulting ServicesSee: Distilled.co.uk, now inside SEOmoz offices
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Travel Industry Website
Needs: Keyword Targeting Strategy, Link Building Strategy, Measurement/ROI Calculation Systems
Method: Consulting – phone, email & in-person meetings
Cost: $24,000 - $8,000 in month 1, $4,000 per month for 4
months
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Large, Media Web Property
Needs: SEO Training, Search Strategy Consulting (with pre-existing in-house SEO)
Method: On-site meeting/training, ongoing consultation by phone & email
Cost: $25,000 - $10,000 down, $10,000 upon training, $5,000 following month
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Classifieds Website
Needs: SEO Audit of 2 websites, recommendations for link building and on-page strategies
Method: Remote consultation and report construction
Cost: $16,000 - $8,000 down for 1st site, $8,000 down for 2nd site review
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Personal Reputation Management
Needs: Two Listings Pushed to Page 3+ of Results
Method: Remote link building & optimization
Cost: $20,000 - $5,000 to start, $10,000 for page 2, $5,000 for page 3
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Technology Website
Needs: Linkbait development & promotion, SEO consulting
Method: Remote creation of linkbait, phone & email consultations
Cost: $30,000 - $6,000 to start, $6,000 per month for 5 additional months
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Establishing Your Value
What is the value to the customer?
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Establishing Your Value
How long will it take to realize that value (ROI)?
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Establishing Your Value
How does it compare to other marketing channels?
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Establishing Your Value
What’s the value of achieving ROI sooner?
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Do the Numbers Pencil Out?
• Determine your hard costs• Add labor• Add overhead• Determine total value to your client• Determine daily value to your client
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Create Your Own Top Ten List
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SEO Products vs. Services
Consider the relative scalability and costs of deployment of different SEO models
Services = Selling Time for Money / 1-off projectsProducts = Residual Income / requires support/service
Services Scale with PeopleProducts Scale with Marketing + Development
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Final Thoughts
• You will only be paid what you believe you are worth• You cannot hope for something more
than a person hopes for themselves• The SEO industry has enough space for us all – collaborate
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Final Thoughts
If you share, you will get more….
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Questions & Comments
@SEOmom on twitter & around the web
@SEOmoz
whitehat10 = 25% off SEOmoz PRO