getting a seat at the table - ungagged las vegas 2017

[email protected] | @pixelchefs // [email protected] | @BongersP

GETTING A SEAT AT THE TABLE

mailto:[email protected]




Who The Hell Are You?

Building Sites and Doing SEO Since 2006

Digital Marketing Manager for Westgate Resorts Timeshare Division

Owner of Pixelchefs.com

Founding Member of Orlando SEO Site Clinic

Alex Alexakis





WESTGATERESERVATIONS.COM





Good Job Team, We did SEO.





Soooooo…...Where are All the Sales?





Changes Since 2015

● 20 algorithmic changes + RankBrain

● Manual or algorithmic site penalties

● Multiple changes in Google’s search result pages (Desktop & Mobile)

● Massive increase in mobile searches

● Numerous new features and additions that push organic search results below the fold.





Some Of My Favorite Places to Read.





HOW DO WE GET A SEAT ON THE TABLE ?

HOW ABOUT SEO DRIVING THE STRATEGY FOR ALL OTHER CHANNELS ON THE TABLE?





Where Do We Start?





Understand & Communicate with All Marketing Channels





@jayleennazario




https://twitter.com/jayleennazario


Cost Per Lead = Cost/CallsKPIS: Total Cost Per Channel & Call Metrics (goals)

$1000 / 50 = $20





Cost Per Sale = Total Cost / Total Sales

KPIS: Total Cost Per Channel & Total Conversions

$1000 / 10 = $100





ROI = Total Revenue – Total Cost

KPIS: Sales Revenue Per Channel & Total Cost

$5000 - $1000 = $4000





Channel Total Cost Cost Per Lead Calls Total Sales Revenue ROI ($) ROI (%)

SEO $1,000 $10 100 15 $7,500 $6,500 87%

PPC $4,000 $65 200 20 $10,000 $6,000 60%

EMAIL $2,000 $33 60 13 $6,500 $4,000 62%





@Pixelchefs@BongersP


