Facetime with an SEO Expert: Strategies for Measuring ROI
1. Facetime with an SEO Expert
Alex Dunks
Senior SEO Strategist
Manager of Business Development
webmarketing123 facebook.com/webmarketing123 @webmarketing123 #wm123
2. Some Practical Matters
Yes! Just email
Are the slides available? seo@webmarketing123.com
We’re live tweeting
webinar highlights. @webmarketing123
facebook.com/webmarketing123
Stay informed by
following us. webmarketing123
Ready to take the next step with us?
Request a Complimentary SEO Assessment Today.
@webmarketing123 #wm123
3. A few of our clients:
SEO | PPC | Social Media | Website Design
Converting online visibility into
measurable business results
ONE OF THE FASTEST GROWING
PRIVATE U.S. COMPANIES
#9 FASTEST GROWING
COMPANY IN BAY AREA
@webmarketing123 #wm123
4. Webinar Agenda
1. 2012 State of Digital Marketing Survey
2. State of Search Marketing
3. A Shift in the Purchasing Process
4. Live Site Analyses
5. Importance of Measurement and Attribution
@webmarketing123 #wm123
5. Webinar Agenda
1. 2012 State of Digital Marketing Survey
2. State of Search Marketing
3. A Shift in the Purchasing Process
4. Live Site Analyses
5. Importance of Measurement and Attribution
@webmarketing123 #wm123
6. 2012 Digital Marketing Survey
In July, we surveyed over 500 U.S. marketing professionals
2nd annual State of Digital
Marketing Report
@webmarketing123 #wm123
7. 2012 Digital Marketing Survey
Top objectives and biggest impact
Lead Generation is
the #1 Objective of
B2B marketers
SEO Makes the
Biggest Impact on
Lead Generation
@webmarketing123 #wm123
8. Your target audience is searching
for you.
Your target audience is searching for you.
@webmarketing123 #wm123
9. Webinar Agenda
1. 2012 State of Digital Marketing Survey
2. State of Search Marketing
3. A Shift in the Purchasing Process
4. Live Site Analyses
5. Importance of Measurement and Attribution
@webmarketing123 #wm123
10. State of Search
4 Billion
Searches on
Google Every
Day
*SEOmoz
~90% of Clicks*
Happen on
the 1st Page of
Search Results
*Brandsofttech, Cornell
60% of Clicks
are on Top 3
Results
*Cornell
@webmarketing123 #wm123
11. State of Search
57%
of Internet users
search the web
every day.
@webmarketing123 #wm123
12. State of Search
46%
of daily searches
are for info
on products
or services.
@webmarketing123 #wm123
13. State of Search
*Google and Compete B2B Customer Study @webmarketing123 #wm123
14. Webinar Agenda
1. 2012 State of Digital Marketing Survey
2. State of Search Marketing
3. A Shift in the Purchasing Process
4. Live Site Analyses
5. Importance of Measurement and Attribution
@webmarketing123 #wm123
15. Shift in Purchasing Process
B2B Buyers are moving 60-70%
of the way through the sales funnel before
they engage directly with sales reps (Forrester)
On average, B2B decision maker
will wait two weeks after their
initial visit before converting.
(Google, Compete B2B Customer Study)
@webmarketing123 #wm123
16. Shift in Purchasing Process
Decisions are being made higher in the funnel
Keyword searches
(Broad/generic)
Introducers Display
advertising
Email marketing
Social media
Brand names
Influencers Search
advertising
Remarketing
Search marketing
Closers Model numbers
Branded terms
@webmarketing123 #wm123
17. Search is your virtual marketplace
@webmarketing123 #wm123
20. Webinar Agenda
1. 2012 State of Digital Marketing Survey
2. State of Search Marketing
3. A Shift in the Purchasing Process
4. Live Site Analyses
5. Importance of Measurement and Attribution
@webmarketing123 #wm123
21. How successfully are you using
digital marketing to advance
your business?
@webmarketing123 #wm123
22. STRATEGIC SEO by
1 Strategy 2 Implementation 3 Tracking & Adjustment
2
1 3
Keywords Content
Inbound
Blog, Press Releases,
Business Research, Selection and
White Papers, Links Reporting with
Mapping
Competitive Audit “How-To”, News KPI Scorecard,
and Attribution
Opportunity Analysis Site Meta Social and Optimization
Architecture Content Signals
Page Titles, URL’s
@webmarketing123 #wm123
27. Webinar Agenda
1. 2012 State of Digital Marketing Survey
2. State of Search Marketing
3. A Shift in the Purchasing Process
4. Live Site Analyses
5. Importance of SEO Measurement and Attribution
@webmarketing123 #wm123
28. STRATEGIC SEO by
1 Strategy 2 Implementation 3 Tracking & Adjustment
2
1 3
Keywords Content
Inbound
Blog, Press Releases,
Business Research, Selection and
White Papers, Links Reporting with
Mapping
Competitive Audit “How-To”, News KPI Scorecard,
and Attribution
Opportunity Analysis Site Meta Social and Optimization
Architecture Content Signals
Page Titles, URL’s
@webmarketing123 #wm123
29. Search Marketing ROI
More than half of CMOs
feel insufficiently prepared
to provide hard numbers
regarding marketing
program ROI.
Source: Deloitte CMO Summit, 2012
@webmarketing123 #wm123
30. Search Marketing ROI
Hundreds of SEO keywords get potential
customers to your website, but only a handful
of those keywords lead to closed deals.
7 in 10 marketers can’t attribute ROI from SEO
– the #1 channel for lead generation.
Source: Webmarketing123 State of Digital Marketing Survey, 2012
@webmarketing123 #wm123
32. Search Marketing ROI Example report
Easily identify which keywords contribute to
revenue and which are most likely to close deals
@webmarketing123 #wm123
33. Search Marketing ROI
Close the loop, make data-driven decisions
Start refining marketing program allocation based on actual revenue
instead of just leads or conversions.
Revenue
Keyword Allocation
Opportunity
Keyword A $85,000 $ $
Keyword B $60,000 $
Keyword C $275,000 $ $ $ $
@webmarketing123 #wm123
34. Thank you!
Download the 2012 State of Digital Marketing Report
Available on our homepage.
Get a Consultation.
Email: seo@webmarketing123
Talk to a digital marketing expert about your:
SEO/PPC/Social Media Marketing
Measurement/Analytics Approach
Lead Gen Effectiveness
Connect with me
Email: alex.d@webmarketing123.com
Twitter: @ACDunks
@webmarketing123 #wm123
