2. / Frequently Asked Questions
1. Who’s the expert?
2. Can I ask questions?
Tweet @webmarketing123 or use #123webinar.
3. Can I have a copy of the slides?
Yes! Email results@webmarketing123.com.
#123webinar | @webmarketing123
4. We are a digital marketing agency
focusing on demand generation.
Search Engine Optimization
Paid Search & Display
Top 500 Fastest
Growing Private
US Companies.
Website Redesign
Content Creation
#123webinar | @webmarketing123
4
5. On the Agenda
1
2
3
4
2014 State of SEO
Proven Process for Strategic SEO
Make the Business Case for SEO
Live Site Analyses
#123webinar | @webmarketing123
7. Google receives
100 Billion
searches a month on average.
Source: CNET; “Google Scratches It’s Brain 500 Million Times a Day”
#123webinar | @webmarketing123
8. / 2014 State of SEO
2013 changed SEO in a BIG way.
September
May
Secure Search
Penguin 2.0
March
Panda
24 & 25
August
Hummingbird
#123webinar | @webmarketing123
9. / 2014 State of SEO
SEO Then
SEO Now
On-Page Optimization
Basically meant proper HTML keyword
placement.
Source: Moz; “A Visual Guide to Keyword Targeting and On-Page
Optimization”
#123webinar | @webmarketing123
10. / 2014 State of SEO
SEO Then
SEO Now
Link Building
Link building used to mean chasing after
more links and exact match anchor
text on irrelevant sites.
Modern link building must be done the old
fashioned way: Creating quality content
AND a plan to get this content placed.
Quality
#123webinar | @webmarketing123
11. SEO now depends more on content.
#123webinar | @webmarketing123
12. / 2014 State of SEO
What type of content does Google like?
Fresh,
frequent, quality
content.
Site Metrics
like time on site,
bounce rate, and
load time.
Authorship
Verification
helps signal
original content.
#123webinar | @webmarketing123
13. / 2014 State of SEO
63% of ALL marketers plan to spend more on
content this year.
3x
Generates 3x as many leads
as traditional marketing.
62%
Costs 62% less than
traditional marketing.
6x
Website CVR is 6x higher for
content marketing adopters.
47%
Nurtured leads make
47% larger purchases.
Source: “Cold, Hard Content Marketing Stats,” Kapost
#123webinar | @webmarketing123
14. Great. So what about my SEO strategy?
#123webinar | @webmarketing123
15. On the Agenda
1
2
3
4
2014 State of SEO
Proven Process for Strategic SEO
Make the Business Case for SEO
Live Site Analyses
#123webinar | @webmarketing123
16. 1
/ Proven Process for SEO
Choose keywords carefully,
Initially.
Use Google tools to measure demand and competition.
#123webinar | @webmarketing123
17. 2 Calculate your SEO content gap.
/ Feed Search with Great Content
How much content do you need to create?
[(
Possible
Topics
Covered
Topics
)
]
# of Buyer
Personas
# of Funnel
Stages
Pieces of content you need just to cover your
bases.
#123webinar | @webmarketing123
18. 3
/ Feed Search with Great Content
Shore up your Website Content.
Map your keywords & stay organized with a content calendar.
#123webinar | @webmarketing123
19. 4
/ Feed Search with Great Content
Ace site content structure.
Optimize structure to increase indexed pages.
Thematically group pages
around keywords.
Mobile
SMB
Create quality content
within each section that
relate to larger keyword
themes.
Link pages within the same
groups to further
strengthen theme of
website.
Enterprise
SMB
Enterprise
Mobile
Other Relevant Internal Pages
#123webinar | @webmarketing123
20. 5 Have a Content Plan!
Tent Pole Pieces
Freq: 1 per quarter
Optimized
Website Pages
Freq: As needed
#123webinar | @webmarketing123
21. On the Agenda
1
2
3
4
2014 State of SEO
Proven Process for Strategic SEO
Make the Business Case for SEO
Live Site Analyses
#123webinar | @webmarketing123
22. Your budget depends on ROI.
/ How to Make the Case for SEO
Cited obstacles to winning budget:
Source: Webmarketing123; 2014 State of Digital Marketing Report
#123webinar | @webmarketing123
23. / How to Make the Case for SEO
And, so does your job.
“2/3 of CMOs think ROI will be the primary measure
of marketing effectiveness by 2015. But, HALF feel
insufficiently prepared to provide hard numbers.”
Source: IBM CMO Study, Digital Era Transforming CMO’s Agenda, Revealing Gap in Readiness
#123webinar | @webmarketing123
24. / How to Make the Case for SEO
Finally, here’s how to convince
your boss.
#123webinar | @webmarketing123
26. 1
/ How to Make the Case for SEO
Calculate search opportunity.
Quantify the cost of NOT ranking on page 1.
#123webinar | @webmarketing123
27. 1
/ How to Make the Case for SEO
Calculate search opportunity.
Quantify the cost of NOT ranking on page 1.
Cost of Not Ranking = $185,000 per Month
#123webinar | @webmarketing123
28. 2
/ How to Make the Case for SEO
Master closed loop reporting & Attribution
Justify your SEO investment by tying search to your CRM.
#123webinar | @webmarketing123
29. / How to Make the Case for SEO
Sample report.
Gain actionable insights into which campaigns generate revenue:
#123webinar | @webmarketing123
31. Make the Business Case:
Revenue
$2.2M
SEO
ROI
#123webinar | @webmarketing123
32. On the Agenda
1
2
3
4
2014 State of SEO
Proven Process for Strategic SEO
Make the Business Case for SEO
Live Site Analyses
#123webinar | @webmarketing123
34. Thanks!
Mike Turner
Director of Business
Development
Get a second opinion on your Digital Strategy.
In a 30 minute consultation, learn:
Uncover potential major issues
Where you rank in relation to competitors
Measure revenue opportunity from Search
What you can do to accelerate results from SEO now
Email Results@webmarketing123.com or call 800.619.1570
#123webinar | @webmarketing123
#123webinar | @webmarketing123
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