facetime with an seo expert - slides | 060413
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SEO, digital marketing, keyword selection, competitive analysisTRANSCRIPT
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Facetime with a SEO Expert
Webinar | June 4, 2013
Helsi Gonzales-Schlaefli, Business Development Manager
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Are the slides available?
Engage with us on Social:
Get a consultation:
Email us at “[email protected]”
@webmarketing123
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Yes! Just email [email protected]
Frequently Asked Questions (FAQs)
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Upcoming Webinar on June 18
Remarket & Win: Crash Course with Google
Visit our homepage and click “Register Now” link
Join us and learn: ü Remarketing types (site, search, etc.) and use cases ü In-depth explanation of Google’s remarketing capabilities ü Beginner to advanced strategies for success ü Detailed success stories from actual client campaigns
+
![Page 4: Facetime With an SEO Expert - slides | 060413](https://reader034.vdocuments.site/reader034/viewer/2022042521/554cec6cb4c905ae138b4821/html5/thumbnails/4.jpg)
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Search Engine Optimization
Paid Search / Display Advertising
Social Media
Website Design
International Expansion
Custom Measurement and Attribution
Our Services
Since 2004, we’ve employed a metrics-based approach to converting online visibility into measurable business results
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Fast Growing. Award Winning.
Top 10 of Bay Area’s 100 Fastest Growing Companies
Top 500 Fastest Growing Private US Companies
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We are experts at growing revenue for our clients.
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We have unique experience driving lead generation campaigns for global Fortune 500 companies.
Across multiple business units and 4 countries we produced 34,356 new leads for a group of operating companies, including:
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@webmarketing123 #wm123
1. 2012 State of Digital Marketing Survey
2. State of Search Marketing
3. A Shift in the Purchasing Process
4. Proven Process for Strategic SEO
5. Importance of Measurement and Attribution
6. Live Site Analyses
/ AGENDA
![Page 9: Facetime With an SEO Expert - slides | 060413](https://reader034.vdocuments.site/reader034/viewer/2022042521/554cec6cb4c905ae138b4821/html5/thumbnails/9.jpg)
@webmarketing123 #wm123
In July, we surveyed over 500 U.S. marketing professionals
2nd annual State of Digital Marketing Report
/ 2012 State of Digital Marketing
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@webmarketing123 #wm123
When compared to Social Media and Paid Search, SEO makes the biggest impact on Lead Generation for both B2B and B2C.
Top objective for B2B: Lead Generation Top objective for B2C: Generating Awareness
/ 2012 State of Digital Marketing
![Page 11: Facetime With an SEO Expert - slides | 060413](https://reader034.vdocuments.site/reader034/viewer/2022042521/554cec6cb4c905ae138b4821/html5/thumbnails/11.jpg)
@webmarketing123 #wm123
1. 2012 State of Digital Marketing Survey
2. State of Search Marketing
3. A Shift in the Purchasing Process
4. Proven Process for Strategic SEO
5. Importance of Measurement and Attribution
6. Live Site Analyses
/ AGENDA
![Page 12: Facetime With an SEO Expert - slides | 060413](https://reader034.vdocuments.site/reader034/viewer/2022042521/554cec6cb4c905ae138b4821/html5/thumbnails/12.jpg)
@webmarketing123 #wm123
Your target audience is searching for you.
Your target audience is searching for you.
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@webmarketing123 #wm123
There’s 4 Billion Daily Searches on Google
*SEOmoz
4 Billion (2012)
2.4 Billion (2010)
3 Billion (2011)
/ State of Search
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@webmarketing123 #wm123
90% of all clicks happen on Page 1
*Optify Study,
Position CTR 1 45.46% 2 15.69% 3 10.09% 4 5.49% 5 5.00% 6 3.94% 7
2.51%
Eye tracking data from official Google blog
/ State of Search
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@webmarketing123 #wm123
*Google and Compete B2B Customer Study
/ State of Search
Search engines are increasingly used and found useful for making decisions.
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@webmarketing123 #wm123
1. 2012 State of Digital Marketing Survey
2. State of Search Marketing
3. A Shift in the Purchasing Process
4. Proven Process for Strategic SEO
5. Importance of Measurement and Attribution
6. Live Site Analyses
/ AGENDA
![Page 17: Facetime With an SEO Expert - slides | 060413](https://reader034.vdocuments.site/reader034/viewer/2022042521/554cec6cb4c905ae138b4821/html5/thumbnails/17.jpg)
@webmarketing123 #wm123
On average, B2B decision maker will wait two weeks after their initial visit before converting. (Google, Compete B2B Customer Study)
B2B Buyers are moving 60-70% of the way through the sales funnel before they engage directly with sales reps (Forrester)
/ Shift in Purchasing Process
![Page 18: Facetime With an SEO Expert - slides | 060413](https://reader034.vdocuments.site/reader034/viewer/2022042521/554cec6cb4c905ae138b4821/html5/thumbnails/18.jpg)
@webmarketing123 #wm123
Introducers
Influencers
Closers
ü Keyword searches
(Broad/generic)
ü Display advertising
ü Email marketing
ü Social media
ü Brand names
ü Search advertising
ü Remarketing
ü Search marketing
ü Model numbers
ü Branded terms
Decisions are being made higher in the funnel
/ Shift in Purchasing Process
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@webmarketing123 #wm123
Lead-to-Customer Close % by Channel
Inbound Channels Close More Deals
/ Shift in Purchasing Process
![Page 20: Facetime With an SEO Expert - slides | 060413](https://reader034.vdocuments.site/reader034/viewer/2022042521/554cec6cb4c905ae138b4821/html5/thumbnails/20.jpg)
@webmarketing123 #wm123
1. 2012 State of Digital Marketing Survey
2. State of Search Marketing
3. A Shift in the Purchasing Process
4. Proven Process for Strategic SEO
5. Importance of Measurement and Attribution
6. Live Site Analyses
/ AGENDA
![Page 21: Facetime With an SEO Expert - slides | 060413](https://reader034.vdocuments.site/reader034/viewer/2022042521/554cec6cb4c905ae138b4821/html5/thumbnails/21.jpg)
@webmarketing123 #wm123
STRATEGIC SEO by
Strategy Implementation Tracking & Adjustment
1
2
3
Business Research, Competitive Audit
and Opportunity Analysis
Reporting with KPI Scorecard,
Attribution and Optimization
Keywords Selection and
Mapping
Content Blog, Press Releases,
White Papers, “How-To”, News
Inbound Links
Social Signals
Meta Content
Page Titles, URL’s
Site Architecture
![Page 22: Facetime With an SEO Expert - slides | 060413](https://reader034.vdocuments.site/reader034/viewer/2022042521/554cec6cb4c905ae138b4821/html5/thumbnails/22.jpg)
@webmarketing123 #wm123
Importance of Keyword Selection / Proven Process for Strategic SEO
![Page 23: Facetime With an SEO Expert - slides | 060413](https://reader034.vdocuments.site/reader034/viewer/2022042521/554cec6cb4c905ae138b4821/html5/thumbnails/23.jpg)
@webmarketing123 #wm123
Use Google tools to Measure Demand
Adwords Keyword Tool
Keyword list with search volume
/ Proven Process for Strategic SEO
![Page 24: Facetime With an SEO Expert - slides | 060413](https://reader034.vdocuments.site/reader034/viewer/2022042521/554cec6cb4c905ae138b4821/html5/thumbnails/24.jpg)
@webmarketing123 #wm123
Keyword Mapping
/ Proven Process for Strategic SEO
![Page 25: Facetime With an SEO Expert - slides | 060413](https://reader034.vdocuments.site/reader034/viewer/2022042521/554cec6cb4c905ae138b4821/html5/thumbnails/25.jpg)
@webmarketing123 #wm123
1. 2012 State of Digital Marketing Survey
2. State of Search Marketing
3. A Shift in the Purchasing Process
4. Proven Process for Strategic SEO
5. Importance of Measurement and Attribution
6. Live Site Analyses
/ AGENDA
![Page 26: Facetime With an SEO Expert - slides | 060413](https://reader034.vdocuments.site/reader034/viewer/2022042521/554cec6cb4c905ae138b4821/html5/thumbnails/26.jpg)
@webmarketing123 #wm123
More than half of CMOs feel insufficiently prepared to provide hard numbers regarding marketing program ROI.
Source: Deloitte CMO Summit, 2012
/ Measurement and Attribution
![Page 27: Facetime With an SEO Expert - slides | 060413](https://reader034.vdocuments.site/reader034/viewer/2022042521/554cec6cb4c905ae138b4821/html5/thumbnails/27.jpg)
@webmarketing123 #wm123
7 in 10 marketers can’t attribute ROI from SEO – the #1 channel for lead generation.
Source: Webmarketing123 State of Digital Marketing Survey, 2012
Hundreds of SEO keywords get potential customers to your website, but only a handful of those keywords lead to closed deals.
/ Measurement and Attribution
![Page 28: Facetime With an SEO Expert - slides | 060413](https://reader034.vdocuments.site/reader034/viewer/2022042521/554cec6cb4c905ae138b4821/html5/thumbnails/28.jpg)
@webmarketing123 #wm123
From search to CRM, justify your SEO investment
GOOGLE ANALYTICS- - - - - - - - - - - - - - - - - - - - - - - - - | KEYTOUCH ATTRIBUTION - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- |
/ Measurement and Attribution
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@webmarketing123 #wm123
Sample Report
Actionable insight into which campaigns generate revenue:
/ Measurement and Attribution
![Page 30: Facetime With an SEO Expert - slides | 060413](https://reader034.vdocuments.site/reader034/viewer/2022042521/554cec6cb4c905ae138b4821/html5/thumbnails/30.jpg)
@webmarketing123 #wm123
1. 2012 State of Digital Marketing Survey
2. State of Search Marketing
3. A Shift in the Purchasing Process
4. Proven Process for Strategic SEO
5. Importance of Measurement and Attribution
6. Live Site Analyses
/ AGENDA
![Page 31: Facetime With an SEO Expert - slides | 060413](https://reader034.vdocuments.site/reader034/viewer/2022042521/554cec6cb4c905ae138b4821/html5/thumbnails/31.jpg)
@webmarketing123 #wm123
LIVE SITE ANALYSES
![Page 32: Facetime With an SEO Expert - slides | 060413](https://reader034.vdocuments.site/reader034/viewer/2022042521/554cec6cb4c905ae138b4821/html5/thumbnails/32.jpg)
Upcoming Webinar on June 18
Remarket & Win: Crash Course with Google
Visit our homepage and click “Register Now” link
Join us and learn: ü Remarketing types (site, search, etc.) and use cases ü In-depth explanation of Google’s remarketing capabilities ü Beginner to advanced strategies for success ü Detailed success stories from actual client campaigns
+
![Page 33: Facetime With an SEO Expert - slides | 060413](https://reader034.vdocuments.site/reader034/viewer/2022042521/554cec6cb4c905ae138b4821/html5/thumbnails/33.jpg)
OVERVIEW
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Get a second opinion on your SEO.
Thanks! Helsi Gonzales-Schlaefli | [email protected]
In a 30 minute consultation, learn:
ü Where you rank in relation to competitors
ü How much revenue opportunity is available from Search (we’ll do the research)
ü What actions you can take today to accelerate results from your SEO program
Simply email [email protected] or call 800.619.1570