Web123 The-Cost-of-Not-Ranking-On-Page1-of-Google-11-22-2011
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Transcript of Web123 The-Cost-of-Not-Ranking-On-Page1-of-Google-11-22-2011
![Page 1: Web123 The-Cost-of-Not-Ranking-On-Page1-of-Google-11-22-2011](https://reader033.fdocuments.us/reader033/viewer/2022051817/5483db7fb079593d0c8b49da/html5/thumbnails/1.jpg)
The Cost of Not Ranking on Page 1 of Google Strategies for staying one step ahead of the rest
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![Page 2: Web123 The-Cost-of-Not-Ranking-On-Page1-of-Google-11-22-2011](https://reader033.fdocuments.us/reader033/viewer/2022051817/5483db7fb079593d0c8b49da/html5/thumbnails/2.jpg)
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@bradleywjoe
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Yes! Please email [email protected]
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Housekeeping Items
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#wm123
@bradleywjoe
1 The Case for Online Marketing Understanding how the lack of online presence creates
costs for your business
2 Calculating the Cost of the Problem Learn how to calculate the cost of the problem for your
company
3 Budgeting for Search Marketing How to budget for Search amongst other marketing
initiatives
Webinar Agenda
![Page 4: Web123 The-Cost-of-Not-Ranking-On-Page1-of-Google-11-22-2011](https://reader033.fdocuments.us/reader033/viewer/2022051817/5483db7fb079593d0c8b49da/html5/thumbnails/4.jpg)
#wm123
@bradleywjoe
1 The Case for Online Marketing Understanding how the lack of online presence creates
costs for your business
2 Calculating the Cost of the Problem Learn how to calculate the cost of the problem for your
company
3 Budgeting for Search Marketing How to budget for Search amongst other marketing
initiatives
Webinar Agenda
![Page 5: Web123 The-Cost-of-Not-Ranking-On-Page1-of-Google-11-22-2011](https://reader033.fdocuments.us/reader033/viewer/2022051817/5483db7fb079593d0c8b49da/html5/thumbnails/5.jpg)
#wm123
@bradleywjoe
Currently, there are more
than 3 billion
searches/day on Google
Courtesy: SEOmoz
1 What is at Stake? Search engine usage is growing rapidly
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#wm123
@bradleywjoe
Source : Jupiter Research, 2010
1 Search Engine User Behavior If you are not on the 1st page, you are invisible to most searchers
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#wm123
@bradleywjoe
1 Search Engine User Behavior Investigate Google Insights to compare long-term trends: www.google.com/insights/search
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#wm123
@bradleywjoe
1 What’s at Stake for Your Business? Google’s keyword tool provides specific insights to marketers
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#wm123
@bradleywjoe
Key Thought #1
1. Identify the top 5 keywords your company needs to appear #1 on Google for today.
2. Where do you rank on Google for these search terms?
![Page 10: Web123 The-Cost-of-Not-Ranking-On-Page1-of-Google-11-22-2011](https://reader033.fdocuments.us/reader033/viewer/2022051817/5483db7fb079593d0c8b49da/html5/thumbnails/10.jpg)
#wm123
@bradleywjoe
1 The Case for Online Marketing Understanding how the lack of online presence creates
costs for your business
2 Calculating the Cost of the Problem Learn how to calculate the cost of the problem for your
company
3 Budgeting for Search Marketing How to budget for Search amongst other marketing
initiatives
Webinar Agenda
![Page 11: Web123 The-Cost-of-Not-Ranking-On-Page1-of-Google-11-22-2011](https://reader033.fdocuments.us/reader033/viewer/2022051817/5483db7fb079593d0c8b49da/html5/thumbnails/11.jpg)
#wm123
@bradleywjoe
2 Calculating the Cost of the Problem By applying standard conversion metrics throughout the purchasing funnel, we can identify lost revenue on a monthly basis
![Page 12: Web123 The-Cost-of-Not-Ranking-On-Page1-of-Google-11-22-2011](https://reader033.fdocuments.us/reader033/viewer/2022051817/5483db7fb079593d0c8b49da/html5/thumbnails/12.jpg)
#wm123
@bradleywjoe
Key Thought #2
1. What are the conversion metrics (avg. close rates, avg. sale price, etc.) for your business?
2. For your business, is there a significant cost for not ranking highly on the search engines?
![Page 13: Web123 The-Cost-of-Not-Ranking-On-Page1-of-Google-11-22-2011](https://reader033.fdocuments.us/reader033/viewer/2022051817/5483db7fb079593d0c8b49da/html5/thumbnails/13.jpg)
#wm123
@bradleywjoe
1 The Case for Online Marketing Understanding how the lack of online presence creates
costs for your business
2 Calculating the Cost of the Problem Learn how to calculate the cost of the problem for your
company
3 Budgeting for Search Marketing How to budget for Search amongst other marketing
initiatives
Webinar Agenda
![Page 14: Web123 The-Cost-of-Not-Ranking-On-Page1-of-Google-11-22-2011](https://reader033.fdocuments.us/reader033/viewer/2022051817/5483db7fb079593d0c8b49da/html5/thumbnails/14.jpg)
#wm123
@bradleywjoe
3 Biggest Factors Influencing Online Success Comparing the most popular digital marketing channels
Source: First Annual Webmarketing123 Digital Marketing Survey
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#wm123
@bradleywjoe
3 Allocation of Digital Marketing Budget B2B marketers invest 1/3 of their digital budgets on SEO activities, while B2C marketers invest most heavily in PPC
Source: First Annual Webmarketing123 Digital Marketing Survey
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#wm123
@bradleywjoe
3 Overall Marketing Spend Step One: Determine the advertising-to-sales ratio in your particular field
Source: http://www.businessweek.com/smallbiz/content/feb2009/sb20090210_165498.htm
• Public companies in your industry may give a figure for their marketing
spend in their financial statements and/or annual reports
• If no reports are available, start at 5% and then adjust projected spend
based on the size of your market, cost of media spend, and competitive
analysis
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#wm123
@bradleywjoe
3 Allocation of B2B Marketing Budgets Marketing Sherpa Study
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#wm123
@bradleywjoe
3 Allocation of B2B Marketing Budgets Marketing Sherpa Study
Notes: Assuming 5% allocated to
Marketing spend
Projections can be made about expected spend
per digital media channel
How does your marketing budget allocation
differ?
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#wm123
@bradleywjoe
Key Thought #3
1. When you signed off on your business plan goals for 2012, what did you commit to (10% increase in leads/sales, etc.)?
2. Can you identify the marketing channels that will help you achieve these goals?
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#wm123
@bradleywjoe
• Identify Where You Are Today: Determine whether the lack of strong
search engine ranking is a significant enough cost for your business (it
might not be).
• Tie Everything to Revenue: Fill out the “Cost of the Problem”
framework for your business. Does this make a strong case for online
investment?
• The Next Immediate Step: Regardless of where your search marketing
program is today, what is the best next step you can take to push results
even further?
Tying It All Together
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Thank You!
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#wm123
@bradleywjoe
Contact Us about Qualifying for a Complimentary Analysis
- “Cost of the Problem” Analysis: Discover the cost of not ranking in the
top positions on search engines. How much revenue is being lost to
competitors with the best rankings?
- Competitive Report: Find out where you rank against your top
competitors and what tactics they’re employing
- ROI Tracking: Detailing the keywords and sources that visitors are using
to discover your website and if those visitors are converting into leads and
sales
Please contact: