This presentation was prepared for Search Exchange 2011 and presented by Conductor CEO Seth Besmertnik. Whether you are a big or small company, global brand or local business, SEO represents the most cost effective opportunity for you to get more traffic, grow conversions and increase revenue. Seth shares the top 10 winning SEO secrets used by leading brands to consistently stay on top of the search engines.

1. Top 10 Secrets Behind
Winning SEO Cultures
Everyone Should Know
or be an idiot to ignore
conductor.com/se2011 @conductor

2. Most widely used SEO platform
Over 500 leading brands rely on Conductor
Optimizing billions worth of SEO revenue
“Searchlight identifies our SEO shortcomings and increases our natural search ranking.
Searchlight is the best solution out there.” - Jeremy Smith, Secondmarket
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3. The world of search engine
marketing is upside down
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4. 22
Billion
Monthly Google Searches
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5. 92%
Traffic
Comes from Natural Search
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6. Consumers trust search engines
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7. 11%
Budget
For SEO
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8. Why did this paradigm exist?
PPC is predictable SEO was not
You get out what you put in Not easy to determine ROI
Easy to measure Difficult to quantify
Easy to understand Executives don’t get it
Easy to test Hard to prove
Big Opportunity, Yet Difficult to Realize
conductor.com/se2011 @conductor

9. Success SEO is an Enterprise-Wide Effort
CEO
IR Sales Com Marketing Tech PM
Paid
Display
Email
PR
SEO SEO
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10. conductor.com/se2011 @conductor

11. 1.They know their
search market
opportunity
conductor.com/se2011 @conductor

12. Calculate your potential search opportunity animations
Determine secondary
Determine the keywords
keywords you need
that are in your ecosystem
to create content for
Don’t forget!
Secondary keywords will
have a lower conversion rate
Determine the search
volume
for your keywords
Total Realized
Opportunity
160mm Visitors
Work out how aggressive
you think you can be 14.0%
Correlate against click
through curve =
86.0%
Total Unrealized
Opportunity
1 Billion Visitors
conductor.com/se2011 @conductor

13. Why we go to work
everyday
Total Realized Opportunity
160mm Visitors
14.0%
86.0%
Total Unrealized Opportunity
1 Billion Visitors
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14. 2. They are self aware
about their SEO
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15. Take a deep look inside
Don’t preach SEO confusion
Judge success by business metrics
Everyone has SEO weaknesses
Take an honest assessment
Get better with KPIs
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16. Identify your strengths and weaknesses
Rating
Skills Low High
Keyword Discovery 1 2 3 4 5
Keyword Analysis 1 2 3 4 5
Copywriting 1 2 3 4 5
Link Building 1 2 3 4 5
Social Media 1 2 3 4 5
Blogging 1 2 3 4 5
PR 1 2 3 4 5
SEO Reporting 1 2 3 4 5
Analytics 1 2 3 4 5
HTML 1 2 3 4 5
Communication 1 2 3 4 5
Cooperation 1 2 3 4 5
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17. 3. SEO is paid media a
business process
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18. CEO
IR Sales Com Marketing Tech PM
Paid
Display
Email
PR
SEO
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19. Create a center of SEO excellence
CEO
IR Sales Com Marketing Tech PM
Paid
Display
Email
PR
SEO
Linkbuilders Content Creators Auditors Tech Experts Analysts Business lead
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20. Help cross functional teams
YOUTUBE SEO CHEAT SHEET
SEO
• Title text: You have 99 characters to optimize your title text, so
consider your target keywords and any other keywords you may
want to rank for, but don't forget including your branding and
descriptive text.
• Description: Write as much about your video as possible.
Because user ratings and views play a factor in your search
rankings within YouTube (and therefore Google)
• Tags: Useful for search terms you use in your title text and
description, including names and branding.
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21. Implement SEO into business processes
SEO
Add keyword rich alt text to images.
Make sure meta description resembles highest performing paid
search snippet.
All redirects for combined pages must be 301
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22. 4. Embrace Technology
for Scale
<hug>
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23. Benefits of SEO technology
Workflow ROI Reporting
Program Prioritization Customizable Reporting
Keyword Discovery Unlimited Search Scale
Continual Optimization Page Recommendations
Keyword Research Real-Time Keyword Alerts
International SEO Comprehensive Competitive Intelligence
Social Signal Tracking SEO Workflow Optimization
Analytics Integration Preferred Landing Page Management
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24. conductor.com/se2011 @conductor

25. conductor.com/se2011 @conductor

26. 5. They realize the value of
competitive
intelligence
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27. Ranks are based on relative optimization
Rank
Optimization
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28. Understanding who your real competitors are
800 keywords
x 100 positions
Can subdivide by Category for
80,000 Ecommerce Sites / high variability on
competitor domains
Site/Keyword/
Position Data
points
Top 50%
by Saturation
Top 50%
by Avg. Rank
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29. Data driven way to understand you competitors
Domain % Saturation Average Rank
68.35 3.2
59.73 6.7
58.47 2.4
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30. Understand your competitors momentum
Competitor trending - Follow ranking shifts of competitors to
identify aggressive movement either positively or negatively
# Keyword 659 625 543
05/30/2011
Avg. Rank 7.34 14.20 2.12
06/06/2011
Avg. Rank 7.49 8.92 2.14
Delta
-0.15 +5.28 -0.02
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31. Quickly identify new competitors
3rd Query – New Competitor Alerts - look at top three pages and
identify new competitors that did not exist in previous time interval
Rank
Movement
2
4 New
6 4 Competitor
6
Keyword Keyword 1 Keyword 1 Keyword 1
Domain
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32. Track competitors with a dashboard
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33. Be
bus c om
6. They run SEO ine e a
ss g
uy
like a business
conductor.com/se2011 @conductor

34. Manage Against Metrics with Milestones
(don’t manage against milestones)
Managed SEO Keywords
SEOSEO
Search Position
Milestones
Milestones
Traffic Success
Success
Revenue Metrics
Metrics
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35. 7. They measure SEO
like paid media
$ $ $
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36. SEO ROI =
SEO Revenue - Revenue you’d get from doing nothing
Investment in SEO
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37. Factors to calculate
All Natural Multi-Session
All Keywords
Revenue Revenue
REVENUE
Non-Branded
YOY Last Click
Keywords
SEO
Headcount
COST Technology
Programs
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38. How to look bad
REVENUE
Non-Branded
YOY Last Click
Keywords
SEO
Headcount
COST
Technology
Programs
conductor.com/se2011 @conductor

39. How to look good
All Natural Multi-Session
Revenue Revenue
REVENUE
Non-Branded
Keywords
SEO
Headcount
COST
Technology
Programs
conductor.com/se2011 @conductor

40. How to look great
All Natural Multi-Session
All Keywords
Revenue Revenue
REVENUE
SEO
( )-
% of Social
Headcount
COST
Technology % of PR % of PPC
Programs % of Other
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41. REVENUE
All Keywords, All Natural
Revenue, Multi-Session Good Great
Non-Branded, All
Natural, Multi-session
Non-Brand, YOY Delta, First
Click Bad
All SEO Headcount + (All SEO Headcount + Technology &
Technology & Program Program Investment) - % of PPC, PR,
Investment SOCIAL Costs
Cost
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42. 8. They make SEO
everyone’s responsibility
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43. SEO is in everyone’s interest
Keyword rich and link
Technical/Style
ready
Guidelines
boiler plates
PR IT
SEO
Lists of high value
keywords
PPC
missing content
Editorial Keyword sharing
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44. 9. They spread SEO
transparency
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45. Share your wins and losses
Give everyone access to your SEO dashboard
Send SEO reports to key stake holders
Hold SEO contests
Present “Good SEO” awards
Give everyone else credit
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46. 10. SEO IS NOT “FREE
SEARCH”
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47. SEO P&L
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48. 1 Work out your share of search
2 Become SEO self aware
3 Make SEO a business process
4 Embrace SEO technology for scale
5 Unlock the power of competitive intelligence
6 Run your SEO like a business process
7 Report SEO like other business channels
8 Make SEO everyone’s responsibility
9 Be transparent
10 Teach people SEO is not “free search”
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49. Download today’s
presentation &
resources from
conductor.com/se2011
question? @besmertnik
@conductor