6. Question 1
âIs social media marketing part of SEO?â
⢠Yes
⢠No
⢠Not sure
⢠Partial
7.
8. Are You My Man in the Jacket? Keywords that drive traffic?
Sydney Man in the Witchery
Cinderella Jacket Jacket ?
⢠Brand vs Product/Solutions
⢠âPromotionalâ vs âFindabilityâ
⢠Different skill sets
10. Question 2
âHow do you measure the ROI of your
SEO efforts?â
⢠Rigorously
⢠Loosely
⢠Not at all
⢠Whatâs ROI?
11. Incremental Revenue
ROI =
Incremental Costs
Incremental Costs Incremental Revenue
⢠Product development ⢠Before / After
⢠⢠A / B Test
Content generation
⢠â˘
Agency fees KW Control groups
⢠â˘
Measurement Tracking systems (thro to $)?
⢠â˘
etc What caused the change?
⢠What time frame (can be long)
The easier bit The trickier bit
12. Measure SEO Return Measure SEO Cost
⢠Outsource cost
⢠Inhouse cost
⢠Spread across 3-12 months
13. SEM Opportunity Cost Keyword Ranking Trend
⢠Estimated SEM cost
required for keywords at
SEO ranking positions
(volume, CTR, CPC)
⢠Apply SEM ROI to calculate
SEO
return(conversion, revenue
per customers)
⢠Simplify the assumptions to
make conservative
estimates
18. What are you optimizing for?
- Conversion to Click?
- ⌠to Action
- ⌠to Revenue
- Timing?
- Budget?
Whoâs your target customer?
Whatâs your call to action?
Whatâs your Keyword portfolio
(head / long tail)
ď Invest next $ of investment
where conversion is best Source: seomoz.org
19. Large Conversion Pages per Time on site Bounce Rate
rate visit
SEO 28% 6.5 5.4 35%
Paid 15% 2.1 2.2 65%
Medium Conversion Pages per Time on site Bounce Rate
rate visit
SEO 7% 15.2 14.3 20%
Paid 3% 3.1 2.2 58%
Small Conversion Pages per Time on site Bounce Rate
rate visit
SEO 3% 6.2 5.4 25%
Paid 1% 5.5 4.5 39%
21. Question 4
âWhat will be the biggest area of
change for SEO in 2009?â
⢠Behavioural/Personal
⢠Local/Mobile
⢠Blended/Universal
⢠Engagement Objects
⢠Other
22. â˘Based on user browsing
Non â personal Search Result
history and preferences â
searchers decide what
results are displayed
⢠Implications?
â Changes in SEO
Personal Search Result approaches (surprise!)
âMore focus on
marketing rather than
technical aspects of SEO
â SEO vs SEM