Tom Wigley's super-useful presentation on pitching SEO. How to approach the topic, how to understand potential traffic, and some key points to remember about your presentations
2. 2
Some quick tips and tricks to get rapid data for a pitch that
will impress clients and show that you have gone the extra
mile towards understanding their particular SEO issues
15. 1. Take all the keywords we want to target – estimate traffic
2. Calculate where we can get them to – estimate traffic
3. Work out the difference
15
ThisBasicallyMeans
16. The key to calculating the return on a campaign is to identify the websites
existing rankings.
You can use
Google Webmaster Tools – Export for your region/web only.
Google Analytics – may be integrated with GWT data.
SearchMetrics – Run a report.
Manual ranking checks – Not ideal particularly for larger numbers
16
GettingStarted–WhereDoTheyRank
18. You wont want to project every keyphrase they rank for.
Try the following:
1. Do you have PPC keywords automatically categorised? Use these actual
categories
2. Use excel to choose keywords that contain a certain phrase
3. Use “allintitle:keyword” to identify competitiveness
4. Look at the clients website – are they more relevant for a certain market?
18
IdentifyCampaignFocus
19. “We’ll improve your
visibility in the 4x4 and
hybrid car markets”
19
TheseTargetsDefineThePitchStory
“We’ll improve your
visibility for these random,
high volume keywords”
Nicer story that resonate more with the
client – Try to use categories
22. 22
MultiplyByCTRAtThatPosition
An easy way to
do this is add
CTR for
Positions onto a
new tab and
use VLOOKUP
to get
corresponding
CTR.
The total of these estimated traffic volumes is your benchmark.
24. From these two figures you can then easily calculate the ROI dependant on
the proposed cost.
Calculating the % visibility, rather than using traffic numbers can make a
more compelling story.
You may want to annualise these figures if traffic volumes are low.
Note – Remember the projections are target monthly volumes, meaning you
wouldn’t expect to receive this level of traffic until the end of the campaign.
24
FinishingItOff
29. Keyword research
Competitor analysis
Link building
Ranking reports
…are all phrases they will have
heard before
29
WeNeedToGoBeyondJustFundamentalSEO
Clients want ideas on how to
make things better.
30. ContentInitiativesEnhanceGreatFundamentals
Fundamental SEO Content Initiatives
Technical optimisation
Slow burn, on-going
improvement
Build a broad range of
links
Content led initiatives
Something that people
really want to use
Much more likely to be
shared and linked to
35. Find pages with link equity that produce 404 errors.
Find areas of their website that are redundant and could be integrated back
into the main website.
Find title tag improvements and prove the potential traffic that comes from
aligning them to something else.
Find technical opportunities (such as canonicals) that could be fixed very
easily.
Try to always keep things positive. Opportunities not issues.
35
SomeRealQuickWins
38. Do we demonstrate total expected revenue from markets/improvements?
Is there an explicit breakdown of costs?
Is there an explicit breakdown of potential revenue?
Does it tell a coherent story?
Are we being committed, impactful, honest?
Does it instil values of being better than average?
Demonstrate the bigger picture?
Is language simple?
Transparency - what we will do, what we have done?
38
QuestionsToAskYourself
Hinweis der Redaktion
Fundamental SEOSlow-burn, on-going improvement in relevance & qualityBuild links across broad range of topics slowly and methodicallyPages targeting functional keywords only generate social equity slowlyon-site initiativesSet piece upgrades to website focussed on boosting conversionStep change in speed of link acquisition as people realise functionality is so usefulBetter fuctionality leads to rapid growth in sharing
In this instance it’s the O2 car insurance widget. A FREE quote device. An interactive widget that would be welcome in an offsite environment as well on site. With the instructions and advice down the side which will entice the user to get involved. All they have to do is pop in their own car details, REG MODEL POSTCODE…CLICK