From the 2010 Online Marketing Summit (OMS)
Converting ‘the promise’ of SEO into business metrics. In this session, you’ll learn how to define real market opportunity that SEO offers your organization, how to demand business-centric SEO metrics from your search team, and create a company-wide culture that embraces SEO.
You will take away from this session several tools to help you define your opportunity, set expectations and a game plan, and finally how to report on SEO game plan.
SEO tools include:
SEO Market Opportunity Calculator SEO
SLA Agreement
Share of Search Calculator
DATMM Scoring Method
SEO Maturity Worksheet
To download these resources, please visit: http://www.conductor.com/resource-center/presentations/3-step-program-drive-your-business-bottom-line-using-natural-search
MONA 98765-12871 CALL GIRLS IN LUDHIANA LUDHIANA CALL GIRL
Drive Your Business' Bottom Line Using Natural Search in a 3-Step Program
1. Due to subject matter, viewer
discretion is advised
The following PowerPoint includes a
dramatization that is drawn from a
variety of experiences with
many fortune 500 and successful companies
who ultimately fail miserably at SEO
For dramatic and narrative purposes, this
PowerPoint contain fictionalized scenes that
may make you feel uneasy about your
company, competition
and the purpose of existence.
0
2. Once upon a time ….
CEO: Our competitors are
beating us at this SEO
thing
We are losing market
share quickly
CFO: I’ll create a 500k
budget and we will crush
everyone – let’s get the
best seo agency/people
around
HAHAHAHHAHAHAHAHA –
We will crush them
ACME Board of Directors
1 Seth Besmertnik, CEO - Twitter: @Besmertnik seth@conductor.com
3. So the CMO took action
Bob Smith, Director of SEO
TWO SUPPORT STAFF
2 Seth Besmertnik, CEO - Twitter: @Besmertnik seth@conductor.com
4. Timeline
First 2 Months 2-4 Months Month 5
•Keyword •Exhaustive site •Communication
Discovery audit
Process •Roll Out Time
•List of recos for Frame
•Strategic engineering
Planning
•Content
suggestions
Months 6-12
• Suggestions weren’t implemented
• Progress was measured with PPC metrics and
expectations
• SEO didn’t have a positive comparable CPC
3 Seth Besmertnik, CEO - Twitter: @Besmertnik seth@conductor.com
5. What the CMO (Jim) says – What the SEO thinks
We’re doing SEO
We’re building
Web 2.0
Who do I have
to pay to get a
change to
our CMS?
When is our tee time?
Why did they
hire me if
they’re
not going
to listen?
Maybe I
Should make
another
“Importance
of SEO”
deck…..?
4 Seth Besmertnik, CEO - Twitter: @Besmertnik seth@conductor.com
6. What Happened?
INTERNAL AGENCY BUDGET
HEADCOUNT
5 Seth Besmertnik, CEO - Twitter: @Besmertnik seth@conductor.com
7. A 3-Step Program to Drive Your Business'
Bottom Line Using Natural Search
Seth Besmertnik, CEO
February 24th, 2010 at OMS
8. Everything You See Today Will Be Available for Download
• This Presentation
• All the tools and resources
www.conductor.com/oms
Seth Besmertnik, CEO -
7 Twitter: @Besmertnik
9. About Conductor, Inc.
• Conductor has developed the leading
platform for analyzing, managing,
and optimizing natural search for the
Mid-Market and Enterprise –
Conductor Searchlight
• 65+ employees, with backgrounds
from Google, Yahoo, MSN, agencies,
and technology providers
• Largest technology company focused
on “the SEO problem”
• We have 200+ Fortune 1000 &
Internet Retailer 500 customers
• Successfully helped create an SEO
culture for many companies
Seth Besmertnik, CEO - Twitter: @Besmertnik seth@conductor.com
10. Quick Thoughts on the State of SEO and Mid-to-
Large Companies Today
9
CONFIDENTIAL
11. Natural Search is most under spent channel in web marketing
CMOs are excited by the potential of SEO but extremely frustrated by the lack
of accountability and ability to measure ROI
11.8 billion monthly searches
across major engines (growing by
25% per year)
Natural Traffic
Paid
86% of all 86% 14% Only 14% of all
search engine clicks search engine clicks
Spend
11% of search spend 11% 89% of search spend
89%
Market Size = ? Market Size = $10.7 bn
Sources: Forrester
Seth Besmertnik, CEO - Twitter: @Besmertnik seth@conductor.com
12. Untapped Potential in Natural Search
11 Seth Besmertnik, CEO - Twitter: @Besmertnik seth@conductor.com
13. The Evolution of SEO SEO is Getting More Complicated
1998 2000 2002 2004 2006 2008 2010
12 Seth Besmertnik, CEO - Twitter: @Besmertnik seth@conductor.com
14. A 3 Tiered Approach to Creating an SEO Culture
Expectations Make
Define the
and a Reporting a
Opportunity
Game Plan Cornerstone
Campai
Keywor gn
d Booking Level
Metrics Traffic s ROI
Ranking Attributi Overall
s on ROI
13 Seth Besmertnik, CEO - Twitter: @Besmertnik seth@conductor.com
15. Define the Opportunity
If you don't know what's out there…
…how do you know how much you have?
14
CONFIDENTIAL
16. Define the market opportunity
Get someone in your organization to:
Isolate keywords for top 50,100,1k,2k, non-branded terms
Gather volume and ranks
Use a CTR Curve to define potential visitors
(If you can, get PVV data for each keyword)
Download worksheet from Conductor.com/oms
15 Seth Besmertnik, CEO - Twitter: @Besmertnik seth@conductor.com
17. What is SEO Worth to Your Organization? (Define the Market)
Total Realized Opportunity
160mm Visitors
Total Unrealized Opportunity
1 Billion Visitors
You can download
this template from
conductor.com/oms
16 Seth Besmertnik, CEO - Twitter: @Besmertnik seth@conductor.com
18. Where are you heading?
17 Seth Besmertnik, CEO - Twitter: @Besmertnik seth@conductor.com
19. Create a Game Plan for Success
Educate, Manage Expectations, Create Success Metrics, and Establish
Milestones
18
CONFIDENTIAL
20. SEO Touches Everything
Direct Marketing
Editorial
PPC SEO Public
Relations
PPC
IT
19 Seth Besmertnik, CEO - Twitter: @Besmertnik seth@conductor.com
22. SEO Maturity Cycle
Compete
Scale
Measure Share of search
calculations
Invest Opportunity
Try Move from SEO discovery Monitoring & alerts of
important SEO changes
Internal / metrics to
business Specialist
Education & agency External validation
metrics resources & auditing
evangelism investment
Regular and Real SEO Lost opportunity
Small/shared Tactical focus cost identification
systemic ROI prioritization
resources
No auditing reporting
Attribution
No formal modeling
No scale Shift from
mgmt around SEO
tactical to
process
No ROI strategic
21 Seth Besmertnik, CEO - Twitter: @Besmertnik seth@conductor.com
23. The Evolution of an SEO Budget Scale
(Stage 5)
Try
(Stage 1)
Headcount Engineering Content
Technology Link Building Continuing Ed
Headcount Engineering Content
Technology Link Building Continuing Ed
22 Seth Besmertnik, CEO - Twitter: @Besmertnik seth@conductor.com
24. SEO is all or nothing
Headcount Engineering Content
Link Continuing SEO
Technology
Building Education Success
∞ x 0=0
23 Seth Besmertnik, CEO - Twitter: @Besmertnik seth@conductor.com
25. SEO Maturity Cycle Worksheet
You can download
this template from
conductor.com/oms
24
26. SEO Assessment
Audit Each of 4
Categories:
• Site/Technical
Optimization
• Content Optimization
• Offsite Issues
• Tracking and Metrics
You can download
this template from
conductor.com/oms
25 Seth Besmertnik, CEO - Twitter: @Besmertnik seth@conductor.com
27. The need for an SEO Service Level Agreement
• SEO needs cross-functionality
• Create an SEO task force
• Agree on minimum service
levels
You can download
this template from
conductor.com/oms
26 Seth Besmertnik, CEO - Twitter: @Besmertnik seth@conductor.com
28. Reporting – The Roadmap to Continued Success
27
CONFIDENTIAL
29. Reporting Overview
• Continue to create urgency around competition
• Report on non-business metrics in a ‘business’ manner
• Think outside the box around ‘Soft’ ways to evangelize SEO
28 Seth Besmertnik, CEO - Twitter: @Besmertnik seth@conductor.com
30. Stepping Stone SEO Metrics
Create a timeline on maturing your metrics
Q1 Q2 Q3 Q4 Q1 Q2
MILESTONES GOALS
Average
Keyword Page Overall
Metrics Scoring Rankings Conversions ROI
Recos # of Traffic Attribution Campaign
Made Indexed, Level ROI
backlinks
Etc…
PRE-TRAFFIC POST TRAFFIC
Seth Besmertnik, CEO - Twitter: @Besmertnik seth@conductor.com
31. Stepping Stone SEO Metrics
Create a timeline on maturing your metrics
Q1 Q2 Q3
MILESTONES
Average Page
Keyword Metrics Scoring Rankings
Recos Made # of Indexed,
backlinks
Etc…
Seth Besmertnik, CEO - Twitter: @Besmertnik seth@conductor.com
32. Keep urgency alive with Share of Search reporting
You can download
this template from
conductor.com/oms
31 Seth Besmertnik, CEO - Twitter: @Besmertnik seth@conductor.com
35. SEO Reporting is Not Just Excel and Powerpoints
Make Everyone Aware of the Wins and Let
them Share the Success
34 CONFIDENTIAL
36. Don’t Stop – Keep Using External Data Inputs
35 CONFIDENTIAL
37. Take-Aways
•Define the Opportunity
– $6 million in lost opportunity means more than ‘We should be doing SEO’
•Create a Game Plan
– Continual Improvement - Don’t settle for yesterday’s success
– Technology scales faster than people
•Measure Success
– Report like crazy – SEO success is a board level business metric
36 CONFIDENTIAL
38. Download these resources at:
www.conductor.com/oms
Ask me questions on Twitter -- @Besmertnik
Opportunity Game plan Report
MARKET OPPORTUNITY CALC SHARE OF SEARCH CALC
SEO SLA AGREEMENT DATMM SCORING MODEL
37 Seth Besmertnik, CEO - Twitter: @Besmertnik seth@conductor.com