Raise Your SEO IQ in 60 Minutes - slides 7/30/13

OVERVIEW
#123webinar | @webmarketing123
RAISE YOUR SEO IQ IN
60 MINUTES
July 30th, 2013
Mike Turner
Director of Business Development

OVERVIEW
Are the slides available?
Engage with us on Social:
Get a consultation: Email us at “results@webmarketing123.com”
@webmarketing123
facebook.com/webmarketing123
webmarketing123
Yes! Just email
results@webmarketing123.com
Frequently Asked Questions (FAQs)

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About 
Webmarketing123

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#123webinar | @webmarketing123 4
Search Engine Optimization
Paid Search / Display Advertising
Social Media
Website Design
International Expansion
Custom Measurement and Attribution
Our Services
Since 2004, we’ve employed a
metrics-based approach to
converting online visibility into
measurable business results

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Our approach is
built on  
data-driven
strategy and
efficient
execution.
Each campaign includes:
!   Business Research + Strategy
!   Custom Scorecard Tracking
!   Attribution + Data-driven Optimizations

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Fast Growing. 
Award Winning.
Top 10 of Bay Area’s 100
Fastest Growing Companies
Top 500 Fastest Growing
Private US Companies

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We are experts at growing
revenue for our clients.

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First, why do we optimize for search engines?
•  90% of B2B customers use search engines to gather information during their
business purchase process (Google)
•  89% of consumers use search engines to make buying decisions (Fleishman-Hillard)

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Why do we do this stuff?
1.  Business objective
2. Business metric
3. SEO metric
Grow online revenue
30% increase in number of monthly proposals
100% annual increase in conversions from non-
branded search terms.
SEO Fundamentals

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Start with a revenue-focused plan
Keywords Monthly Search Volume
Resource management 673,000
Portfolio management 207,000
Project management software 59,200
It governance 27,600
Software project management 15,700
Project management tools 14,800
It project management 12,100
Project management office 8,700
Project portfolio management 6,600
Total Monthly Searches 1,024,700
Monthly Cost of Not Ranking on these Keywords
Click Through Rate
(7%, page 1 average)
71,729 new website visitors
Visitor to Lead Rate
(1-3%, B2B average)
1,793 new leads
Raw Lead to Qualified Rate
(15%)
269 new qualified leads
Lead to Sale Rate
(10%)
27 new deals
Average sale price $100,000
$2,700,000 monthly revenue
Annual Cost of Not Ranking $32,400,000 annual revenue
Measure performance over time

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Close the Loop from search to revenue!
B2C:

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Close the Loop from search to revenue!
B2B:

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#123webinar | @webmarketing123#123webinar | @webmarketing123
Poll Question

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HOW IS SEO
DIFFERENT
TODAY?
(tablea

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SEO is constantly evolving
You need a holistic, integrated strategy to being discovered
organically that is built upon providing high quality content to users.
“Panda” Update: Content
“Penguin” Update: Links
Google updates its algorithm over 500 times per year to ensure a
quality user experience.

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Search experience has evolved
The new results page is more robust, more social
OLD NEW

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Search experience is more robust
Rich snippets and micro-data
Breadcrumbs
•  Reviews
•  People
•  Products
•  Businesses and organizations
•  Recipes
•  Events
•  Music
TIP: Schema is a way to use on-page markup to create rich snippets in search
results; visit schema.org to learn how to mark-up your pages.

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Google Authorship
Valuing content by social identity
‘Over time, Google will care
more about identity and social
reputation.’
– Matt Cutts at SMX
•  Enhanced search results
•  Increased CTR
•  Visibility for your blog authors
•  Help Google evaluate your
content
•  Way to avoid “Panda” hits
Authorship and “Social SEO”

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Social SEO
Search engines are becoming more social, and social media is creating a new way
to search
SEO = Social Engagement
Optimization
Social networks are building a way to
quickly surface valuable social content.
Authorship and “Social SEO”

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Mobile search is growing rapidly
Mobile traffic as a percentage
of total website traffic nearly
doubled from 10% to 18%
from Q4 2011 to Q4 2012
BlueTrainMobile 2012 Mobile Traffic Report
But don’t take our word for it. Dive into your analytics to find out.

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Improve user experience, 
Improve marketing ROI
How can I improve my SEO results without investing more?
ü  Answer the 3 questions that website visitors subconsciously ask
within the first few seconds:
1. Where am I?
2. What can I do here?
3. Why should I do it?
New visitors must have answers to the first two crucial
questions during the initial seven seconds they spend on
your site.
After that, every element of every page must answer the
third key question
ü  Also, leverage A/B testing regularly and effectively.

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Improve user experience, 
Improve marketing ROI
AFTER
3,600 Monthly Visitors
(+20%)
50% Bounce Rate
(-17%)
4% Conversion Rate
(+100%)
72 Leads
(+200%)
BEFORE
3,000 Monthly Visitors 60% Bounce Rate 2% Conversion Rate 24 Leads
In the above example, improved SEO and website engagement
drove 200% more leads.

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Link building has changed
Spammy links don’t work anymore. Instead, go after
the low-hanging fruit:
1.  Set-up Google alerts so you know when credible websites mention
your brand
2.  Send request to add a link back to your site
3.  Get more SEO value from a credible source
TIP: Key to generating brand mentions on credible sites is to build and
distribute compelling content through multiple channels!

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For successful content
marketing, you need
ü  Keyword-driven content
ü  Content calendar
ü  Resources: can I generate
internally or do I need help?
ü  Measurement

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Once you select the right keywords, build a content
mapping document

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Start refining marketing resource allocation based on which content
topics generate revenue instead of just leads or conversions.
$85,000
$60,000
$275,000
$ $
$
$ $ $
Campaign
Revenue
Opportunity
Allocation
$
Content topic A
Content topic B
Content topic C
Refine your focus based on what’s driving revenue.

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How do I leverage Social Media for SEO?
Build SEO into content creation and leverage Social in your
distribution strategy
1. Know your keywords… then build
content specifically for them.
2. Distribute content so it gets picked up. But
the content must be high quality.
3. Natural links lift rankings.

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ü  As a result of new media, platforms, and Google algorithm updates, SEO strategies
must constantly evolve – those that focus on providing value and measuring revenue
contribution will be most successful.
ü  Although link building is still the predominant influencer, Authorship and Social Media
play an increasing role in what ranks highly. Brands must proactively mark-up listings
and include social signals at all times.
ü  For improved search rankings, focus on long-term content marketing strategies rather
than easy link building and content generation tactics.
ü  Close the loop on measurement and get the most out of your marketing investments
Key Takeaways

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You’ll get:
ü  Knowledge of where you rank in relation to
competitors
ü  Insight into how much revenue opportunity is
available from Search (we’ll do the research)
ü  Actions you can take today to accelerate results
from your inbound marketing campaigns
29
Get a second opinion on how your campaigns
are performing in a 30-minute consultation. 
Simply email results@webmarketing123.com or call 800.619.1570
Give us:
ü  Your top keywords
ü  2 or 3 top competitors
ü  Your top objectives
THANK YOU
Mike Turner
Director of Business Development

Raise Your SEO IQ in 60 Minutes - slides 7/30/13

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Raise Your SEO IQ in 60 Minutes - slides 7/30/13