seo: the good, the bad, and how to get more out of it #bolo2013

How to Sell & Service SEO in 2014…

SEARCH ENGINE OPTIMIZATION

IMPORTANCE OF SEO CONTINUES TO GROW

How Consumers Found Websites in 2012 Report by Forrester

Despite many “SEO is Dead” claims by so-called experts…

2 / #BOLO2013 @nickroshon

SAME FOR ALL OF E-COMMERCE, TOO

eMarketer Worldwide B2C Ecommerce 2013 Forecast and Compartive Estimates

Maybe buying stuff on the internet isn’t just a fad?

3 / #BOLO2013 @nickroshon

LOTS OF UNCERTAINTY / GOSSIP IN SEOIt’s a mad, mad world…

4 / #BOLO2013 @nickroshon

BUT THAT’S NOT UNIQUE TO SEO EITHER…

Adobe Digital Distress Study, 2013

The truth is, maybe this stuff isn’t as easy as we all thought?

5 / #BOLO2013 @nickroshon

IN THE END: ROI STILL MATTERS…

Adobe Digital Distress Study, 2013

Money in, money out…

6 / #BOLO2013 @nickroshon

…AND SEO GENERATES IT.How we helped a Client blow their numbers out of the water…

258% INCREASE IN PAGE 1 VISIBILITY FOR NON-BRANDED QUERIES

84% YOY INCREASE IN ORGANIC SEARCH TRAFFIC

40% YOY INCREASE IN ECOMMERCE SALES COMING FROM ORGANIC

7 / #BOLO2013 @nickroshon

HOW TO SELL SEOA few tips to make your pitches more effective & compelling…

8 / #BOLO2013 @nickroshon

HOW VS. WHY SELLING

http://blog.hubspot.com/sales/persuasion-tactics-how-vs-why-selling

The differences between “How” and “Why” Selling…

9 / #BOLO2013 @nickroshon

SHOW YOUR WORK, TELL A STORYProvide a little work for free, share experiences/stories from other accounts…

10 / #BOLO2013 @nickroshon

PITCH WITH PASSION

11 / #BOLO2013 @nickroshon

JUST SAY NODon’t sell clients things they don’t need – even if they ask for it…

Adobe Digital Distress Study, 2013 12 / #BOLO2013 @nickroshon

FORECAST RETURNSYou cannot guarantee results, but that doesn’t mean you can’t forecast at all…

• What is cost in PPC?• What is expected traffic?• How long to improve? • Case Studies?

Adobe Digital Distress Study, 2013 13 / #BOLO2013 @nickroshon

SCOPE TO DELIVERABLES, NOT JUST HOURS

SCOPING BEST PRACTICES FOR SEO:• Make it clear what objectives & KPI of SOW are• Scope to deliverables, but include plenty of time

to consult on implementation, training• Put project goals IN WRITING

Incentivize efficient work, make it clear what clients are getting…

14 / #BOLO2013 @nickroshon

PRIORITIZE EVERYTHING, HOLD HANDSDon’t just instruct how to fish, get the boat out and go fishing together…

GOOD: Here is a list of things wrong with your website…

BETTER: Here’s how you could potentially fix those things…

BEST: Let’s prioritize & scope every change needed, and put a business case behind each one…

15 / #BOLO2013 @nickroshon

MARKET YOUR MARKETINGMake your wins noticeable through KPI-oriented reporting...

Clicks Revenue Spend0

20

40

60

80

100

120

140

160

180

200

SEO or SEM SEO + SEM

INCREASE IN TRAFFIC

INCREASE IN REVENUE

DECREASE IN AD-SPEND

Rules for Reporting:1) Focus on KPIs2) Include all channels3) Make it look nice

16 / #BOLO2013 @nickroshon

COLLABORATE WITH OTHER CHANNELSNever take credit for wins – SEO supports the larger goal…

• PPC Ad Copy Testing influencing SEO Meta Descriptions• Content Strategy influenced by SEO Keyword Research• Web Design & Creative influenced by SEO Best Practices

PAID MEDIASOCIAL MEDIA

REPORTING AND

ANALYTICS

VIDEO & BLOG

STRATEGY

CONVERSION OPTIMIZATION CREATIVE

SEO Data, Deliverables & Consulting

17 / #BOLO2013 @nickroshon

GET AGILE: ALWAYS BE SHIPPING

Organize in short sprints rather than huge waterfalls

Keep each sprint focused on S.M.A.R.T. goals, tied to KPIs

SEO is not a finite task, it’s an on-going process

Don’t try to do too much at once – it’s overwhelming for both agency & client…

Check out my preso from BOLO 2012 on Agile SEO Here: http://www.slideshare.net/nickroshon/agile-seo-optimizing-in-realtime-bolo-2012

18 / #BOLO2013 @nickroshon

19 / ©2013 Covario, Inc. All rights reserved.

2.5 MM CM

WHAT IT LOOKS LIKE: ANOTHER EXAMPLEOnce trust and proof of concept is established, it sells itself…

THANK YOUNick Roshon

Account Director, Covarionroshon@covario.com

@nickroshon20 / #BOLO2013 @nickroshon

ABOUT ME / ABOUT COVARIO

NICK ROSHONAccount Director, Covario• Tech Editor of “Search and Social: The Definitive Guide to Real-Time Content Marketing”• Blogger at NicksCarBlog.com, NickRoshon.com, NicksTravelBlog.com• Previously Sr. SEO Strategist @iCrossing

COVARIOGlobal Search Agency• 9 Offices, 250+ Employees WW• 2x winner of OMMA Search Agency of the Year• Forrester “Strong Performer” in Search Marketing Wave• Headquartered in San Diego, CA

Thanks for having me!

21 / #BOLO2013 @nickroshon