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The Cost of Not Ranking on Page 1 of Google
Strategies for staying one step ahead of the rest

Dial: +1 (909) 259-0012
Access Code: 364-271-894




                                                    @webmarketing123
                                                    @bradleywjoe
                                                    #wm123
Housekeeping Items

 Are the slides available?
    Yes! Please email seo@webmarketing123.com

 We want to hear from you!
       @webmarketing123

       facebook.com/webmarketing123

 Want to learn more?
    Contact us for a complimentary SEO Diagnostic. Details
   at end of webinar.


                                                     #wm123
                                                     @bradleywjoe
Webinar Agenda


    The Case for Online Marketing
1   Understanding how the lack of online presence creates
    costs for your business

    Calculating the Cost of the Problem
2   Learn how to calculate the cost of the problem for your
    company

    Budgeting for Search Marketing
3   How to budget for Search amongst other marketing
    initiatives


                                                       #wm123
                                                       @bradleywjoe
Webinar Agenda


    The Case for Online Marketing
1   Understanding how the lack of online presence creates
    costs for your business

    Calculating the Cost of the Problem
2   Learn how to calculate the cost of the problem for your
    company

    Budgeting for Search Marketing
3   How to budget for Search amongst other marketing
    initiatives


                                                       #wm123
                                                       @bradleywjoe
1 What is at Stake?
  Search engine usage is growing rapidly


             Currently, there are more
                   than 3 billion
             searches/day on Google




                                           Courtesy: SEOmoz

                                                    #wm123
                                                    @bradleywjoe
1 Search Engine User Behavior
  If you are not on the 1st page, you are invisible to most searchers




                                          Source : Jupiter Research, 2010   #wm123
                                                                            @bradleywjoe
1 Search Engine User Behavior
  Investigate Google Insights to compare long-term trends:
  www.google.com/insights/search




                                                             #wm123
                                                             @bradleywjoe
1 What’s at Stake for Your Business?
  Google’s keyword tool provides specific insights to marketers




                                                            #wm123
                                                            @bradleywjoe
Key Thought #1

1. Identify the top 5 keywords your
   company needs to appear #1 on
   Google for today.
2. Where do you rank on Google for
   these search terms?



                                      #wm123
                                      @bradleywjoe
Webinar Agenda


    The Case for Online Marketing
1   Understanding how the lack of online presence creates
    costs for your business

    Calculating the Cost of the Problem
2   Learn how to calculate the cost of the problem for your
    company

    Budgeting for Search Marketing
3   How to budget for Search amongst other marketing
    initiatives


                                                       #wm123
                                                       @bradleywjoe
2 Calculating the Cost of the Problem
  By applying standard conversion metrics throughout the purchasing
  funnel, we can identify lost revenue on a monthly basis




                                                          #wm123
                                                          @bradleywjoe
Key Thought #2

1. What are the conversion metrics
   (avg. close rates, avg. sale price,
   etc.) for your business?
2. For your business, is there a
   significant cost for not ranking
   highly on the search engines?


                                      #wm123
                                      @bradleywjoe
Webinar Agenda


    The Case for Online Marketing
1   Understanding how the lack of online presence creates
    costs for your business

    Calculating the Cost of the Problem
2   Learn how to calculate the cost of the problem for your
    company

    Budgeting for Search Marketing
3   How to budget for Search amongst other marketing
    initiatives


                                                       #wm123
                                                       @bradleywjoe
3 Biggest Factors Influencing Online Success
     Comparing the most popular digital marketing channels




Source: First Annual Webmarketing123 Digital Marketing Survey   #wm123
                                                                @bradleywjoe
3 Allocation of Digital Marketing Budget
     B2B marketers invest 1/3 of their digital budgets on SEO activities,
     while B2C marketers invest most heavily in PPC




Source: First Annual Webmarketing123 Digital Marketing Survey    #wm123
                                                                 @bradleywjoe
3 Overall Marketing Spend
          Step One: Determine the advertising-to-sales ratio in your particular
          field

       • Public companies in your industry may give a figure for their marketing
         spend in their financial statements and/or annual reports
       • If no reports are available, start at 5% and then adjust projected spend
         based on the size of your market, cost of media spend, and competitive
         analysis




Source: http://www.businessweek.com/smallbiz/content/feb2009/sb20090210_165498.htm
                                                                                     #wm123
                                                                                     @bradleywjoe
3 Allocation of B2B Marketing Budgets
  Marketing Sherpa Study




                                        #wm123
                                        @bradleywjoe
3 Allocation of B2B Marketing Budgets
  Marketing Sherpa Study




  Projections can be made about expected spend
   per digital media channel
  How does your marketing budget allocation
   differ?

                           Notes: Assuming 5% allocated to   #wm123
                           Marketing spend                   @bradleywjoe
Key Thought #3

1. When you signed off on your
   business plan goals for 2012, what
   did you commit to (10% increase in
   leads/sales, etc.)?
2. Can you identify the marketing
   channels that will help you achieve
   these goals?

                                   #wm123
                                   @bradleywjoe
Tying It All Together


• Identify Where You Are Today: Determine whether the lack of strong
search engine ranking is a significant enough cost for your business (it
might not be).


• Tie Everything to Revenue: Fill out the “Cost of the Problem”
framework for your business. Does this make a strong case for online
investment?


• The Next Immediate Step: Regardless of where your search marketing
program is today, what is the best next step you can take to push results
even further?




                                                                           #wm123
                                                                           @bradleywjoe
Thank You!
Contact Us about Qualifying for a Complimentary Analysis


 - “Cost of the Problem” Analysis: Discover the cost of not ranking in the
 top positions on search engines. How much revenue is being lost to
 competitors with the best rankings?



 - Competitive Report: Find out where you rank against your top
 competitors and what tactics they’re employing



 - ROI Tracking: Detailing the keywords and sources that visitors are using
 to discover your website and if those visitors are converting into leads and
 sales




                            Please contact:
                   seo@webmarketing123.com
                                                                                #wm123
                                                                                @bradleywjoe

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Web123 The-Cost-of-Not-Ranking-On-Page1-of-Google-11-22-2011

  • 1. The Cost of Not Ranking on Page 1 of Google Strategies for staying one step ahead of the rest Dial: +1 (909) 259-0012 Access Code: 364-271-894 @webmarketing123 @bradleywjoe #wm123
  • 2. Housekeeping Items  Are the slides available?  Yes! Please email seo@webmarketing123.com  We want to hear from you! @webmarketing123 facebook.com/webmarketing123  Want to learn more?  Contact us for a complimentary SEO Diagnostic. Details at end of webinar. #wm123 @bradleywjoe
  • 3. Webinar Agenda The Case for Online Marketing 1 Understanding how the lack of online presence creates costs for your business Calculating the Cost of the Problem 2 Learn how to calculate the cost of the problem for your company Budgeting for Search Marketing 3 How to budget for Search amongst other marketing initiatives #wm123 @bradleywjoe
  • 4. Webinar Agenda The Case for Online Marketing 1 Understanding how the lack of online presence creates costs for your business Calculating the Cost of the Problem 2 Learn how to calculate the cost of the problem for your company Budgeting for Search Marketing 3 How to budget for Search amongst other marketing initiatives #wm123 @bradleywjoe
  • 5. 1 What is at Stake? Search engine usage is growing rapidly Currently, there are more than 3 billion searches/day on Google Courtesy: SEOmoz #wm123 @bradleywjoe
  • 6. 1 Search Engine User Behavior If you are not on the 1st page, you are invisible to most searchers Source : Jupiter Research, 2010 #wm123 @bradleywjoe
  • 7. 1 Search Engine User Behavior Investigate Google Insights to compare long-term trends: www.google.com/insights/search #wm123 @bradleywjoe
  • 8. 1 What’s at Stake for Your Business? Google’s keyword tool provides specific insights to marketers #wm123 @bradleywjoe
  • 9. Key Thought #1 1. Identify the top 5 keywords your company needs to appear #1 on Google for today. 2. Where do you rank on Google for these search terms? #wm123 @bradleywjoe
  • 10. Webinar Agenda The Case for Online Marketing 1 Understanding how the lack of online presence creates costs for your business Calculating the Cost of the Problem 2 Learn how to calculate the cost of the problem for your company Budgeting for Search Marketing 3 How to budget for Search amongst other marketing initiatives #wm123 @bradleywjoe
  • 11. 2 Calculating the Cost of the Problem By applying standard conversion metrics throughout the purchasing funnel, we can identify lost revenue on a monthly basis #wm123 @bradleywjoe
  • 12. Key Thought #2 1. What are the conversion metrics (avg. close rates, avg. sale price, etc.) for your business? 2. For your business, is there a significant cost for not ranking highly on the search engines? #wm123 @bradleywjoe
  • 13. Webinar Agenda The Case for Online Marketing 1 Understanding how the lack of online presence creates costs for your business Calculating the Cost of the Problem 2 Learn how to calculate the cost of the problem for your company Budgeting for Search Marketing 3 How to budget for Search amongst other marketing initiatives #wm123 @bradleywjoe
  • 14. 3 Biggest Factors Influencing Online Success Comparing the most popular digital marketing channels Source: First Annual Webmarketing123 Digital Marketing Survey #wm123 @bradleywjoe
  • 15. 3 Allocation of Digital Marketing Budget B2B marketers invest 1/3 of their digital budgets on SEO activities, while B2C marketers invest most heavily in PPC Source: First Annual Webmarketing123 Digital Marketing Survey #wm123 @bradleywjoe
  • 16. 3 Overall Marketing Spend Step One: Determine the advertising-to-sales ratio in your particular field • Public companies in your industry may give a figure for their marketing spend in their financial statements and/or annual reports • If no reports are available, start at 5% and then adjust projected spend based on the size of your market, cost of media spend, and competitive analysis Source: http://www.businessweek.com/smallbiz/content/feb2009/sb20090210_165498.htm #wm123 @bradleywjoe
  • 17. 3 Allocation of B2B Marketing Budgets Marketing Sherpa Study #wm123 @bradleywjoe
  • 18. 3 Allocation of B2B Marketing Budgets Marketing Sherpa Study  Projections can be made about expected spend per digital media channel  How does your marketing budget allocation differ? Notes: Assuming 5% allocated to #wm123 Marketing spend @bradleywjoe
  • 19. Key Thought #3 1. When you signed off on your business plan goals for 2012, what did you commit to (10% increase in leads/sales, etc.)? 2. Can you identify the marketing channels that will help you achieve these goals? #wm123 @bradleywjoe
  • 20. Tying It All Together • Identify Where You Are Today: Determine whether the lack of strong search engine ranking is a significant enough cost for your business (it might not be). • Tie Everything to Revenue: Fill out the “Cost of the Problem” framework for your business. Does this make a strong case for online investment? • The Next Immediate Step: Regardless of where your search marketing program is today, what is the best next step you can take to push results even further? #wm123 @bradleywjoe
  • 22. Contact Us about Qualifying for a Complimentary Analysis - “Cost of the Problem” Analysis: Discover the cost of not ranking in the top positions on search engines. How much revenue is being lost to competitors with the best rankings? - Competitive Report: Find out where you rank against your top competitors and what tactics they’re employing - ROI Tracking: Detailing the keywords and sources that visitors are using to discover your website and if those visitors are converting into leads and sales Please contact: seo@webmarketing123.com #wm123 @bradleywjoe