When it comes to search marketing, are you still focusing on clicks and traffic? Learn how to avoid critical search marketing pitfalls with a copy of our latest webinar, "5 SEO Mistakes Costing You Revenue."

1. #123webinar

2. #123webinar
We drive revenue.
Not just clicks and traffic.
/ About Webmarketing123
Paid
Search
SEO Content
Creation
Website
Design

3. #123webinar
1 5 SEO Mistakes Costing You Revenue
And, How To Fix Them.
2 Build a Search Plan That Sells
Converting Organic Search Leads to Customers.
3 Live Q&A
Ask Mike Your Toughest SEO Questions.
On the Agenda

4. #123webinar
/ 5 SEO Mistakes Costing You Revenue
?How do you currently track SEO success?

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Measuring the wrong metrics.1
/ 5 SEO Mistakes Costing You Revenue
Marketers have a
data problem.

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Measuring the wrong metrics.1
/ 5 SEO Mistakes Costing You Revenue
The typical SEO report looks a little something like this…
Organic Visits
Jan. Feb. Mar.
% of Keywords on
Page 1
Nearly 20% of marketers
still rely on “website
traffic” to measure
success.
2015 State of Digital Marketing

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Measuring the wrong metrics.1
/ 5 SEO Mistakes Costing You Revenue
But, where’s the revenue?

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Measuring the wrong metrics.
1
$
$
$
Qualified Leads (SQL/MQL)
Sales Pipeline Opportunity
Closed Won Revenue
Organic traffic volume.
Organic traffic to preferred
landing pages.
Organic keyword theme
ranking.
These SEO metrics are essential.
✓
✓
✓
% of keywords ranking for
preferred landing pages.✓
Conversion volume and CVR.
✓
But, take it a step to measure ROI.
/ 5 SEO Mistakes Costing You Revenue

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Here’s why you can’t afford to measure leads alone.
Measuring the wrong metrics.
1
/ 5 SEO Mistakes Costing You Revenue

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Close the loop with attribution. Tie campaigns to revenue in CRM.
Measuring the wrong metrics.
1
/ 5 SEO Mistakes Costing You Revenue

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Miscalculating opportunity.
2
Do you know your opportunity cost of NOT doing SEO?
/ 5 SEO Mistakes Costing You Revenue
By not ranking on
page 1, you are
leaving a quantifiable
amount of revenue on
the table.

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Miscalculating opportunity.
2
Here’s how to figure it out:
/ 5 SEO Mistakes Costing You Revenue
Cost of Not Ranking = $185,000 per Month

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Going cheap on content.
3
Remember Panda?
/ 5 SEO Mistakes Costing You Revenue

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Going cheap on content.
3
“Thin” content could result in a major penalty.
þ Lack of in-
depth text.
þ Be wary of auto
generated
content.
þ Avoid duplicate
content at all
costs.
Image Source: Forbes
/ 5 SEO Mistakes Costing You Revenue

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Going cheap on content.
3
When in doubt, think of the end-user when creating content.
/ 5 SEO Mistakes Costing You Revenue

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Going cheap on content.
3
Generally, there are 3 ways to indicate quality to Google:
SaaS CRM Solution
“How to Choose the Right
CRM”
“Compare the top SaaS CRM Platforms”
“CRM Pricing”
Include rich media.
Create long-form, relevant content.
Take the time to use proper text
formatting and design.
1
2
3
/ 5 SEO Mistakes Costing You Revenue

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Going cheap on content.
3
/ 5 SEO Mistakes Costing You Revenue
Remember, the days of keyword stuffing are long gone.
For example,
do NOT do
this!
Source: Codemakit.com

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Going cheap on content.
3
/ 5 SEO Mistakes Costing You Revenue
Instead, content should contain the keyword you’d like to
rank for and related keywords.
Search engines use
Latent
Semantic
Indexing
to determine whether
it’s valuable, relevant
content or spam.

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Lack of SEO-friendly CMS.4
The wrong CMS can be a huge headache for on-page optimization.
/ 5 SEO Mistakes Costing You Revenue

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Lack of SEO-friendly CMS.4
Before investing in a CMS, make sure you can edit the
following:
All meta information
Main navigation and
sitemap
Friendly, breadcrumb URLs
✓
✓
✓
Image ALT tags
✓
Link title tags✓
Social media integration
Rich schematic data
✓
✓
Source: Custom Fit Online
/ 5 SEO Mistakes Costing You Revenue

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No strategic outreach.5
SEO is inbound marketing, but don’t forget the off-page element.
Source: Jason DeMers,
Forbes Magazine
Inbound links
to your website
remain the most
significant element
of Google’s ranking
algorithm.
/ 5 SEO Mistakes Costing You Revenue

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No strategic outreach.5
You need a content distribution plan.
Email
Social
SEO
SEM
Awareness
Evaluation
Purchase
/ 5 SEO Mistakes Costing You Revenue

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No strategic outreach.5
But, keep link building clean or risk a Penguin penalty!
/ 5 SEO Mistakes Costing You Revenue

24. #123webinar
1 5 SEO Mistakes Costing You Revenue
And, How To Fix Them.
2 Build a Search Plan That Sells
Converting Organic Search Leads to Customers.
3 Live Q&A
Ask Mike Your Toughest SEO Questions.
On the Agenda

25. #123webinar
Optimize your search plan for revenue.
/ Build a Search Plan That Sells
Now that you can tie organic search to revenue, let’s make more of it!

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Know which keywords make money.1
/ Build a Search Plan That Sells
And, which don’t. To do this you’ll need a keyword mapping doc.

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Know which keywords make money.1
/ Build a Search Plan That Sells
Revamp keyword and content strategy based on what closes deals.

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A/B test for better UX.2
/ Build a Search Plan That Sells
Prioritize pages that bring home the bacon.
þ How are those pages
performing on mobile?
þ Have you A/B tested your
CTAs?
þ Have you A/B tested
shorter forms?

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Make a plan with Sales.3
/ Build a Search Plan That Sells
Make sure Sales understands the organic lead handoff process
and is ready to convert.

30. #123webinar
1 5 SEO Mistakes Costing You Revenue
And, How To Fix Them.
2 Build a Search Plan That Sells
Converting Organic Search Leads to Customers.
3 Live Q&A
Ask Mike Your Toughest SEO Questions.
On the Agenda

31. #123webinar
QUESTIONS? ASK AWAY!

32. #123webinar
e: results@webmarketing123.comt: 800. 619. 1570
Get a free custom search assessment from our team!
Sign up today and we’ll cover:
ü Where you rank in relation to competitors
ü Measure revenue opportunity from Search
ü What you can do to accelerate results now
Mike Turner, Webmarketing123
Director of Business Development
Thanks!
results@webmarketing123.com800. 619. 1570
Let’s
Talk!