is the thrill gone? know when to break up with your seo company
DESCRIPTION
Does SEO seem like a “black box”? Does your SEO agency speak in a Klingon-like Jargon? Are they optimizing for cost per lead, or just making promises about ranking on page 1? Do you have a clear sense of what kind of link-building they are employing, and are they exposing you to unnecessary risk? Being a savvy buyer of SEO services is a two-way street. You have to demand transparency and accountability for results, and you need to work with your SEO agency to develop metrics by which you can measure success.TRANSCRIPT
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Today’s Host:
Is the Thrill Gone? Know When to Break Up with Your SEO Company
Ryan Li
SEO Director
![Page 2: Is the Thrill Gone? Know When to Break Up with Your SEO Company](https://reader034.vdocuments.site/reader034/viewer/2022042700/55547ffdb4c9050f348b4d6f/html5/thumbnails/2.jpg)
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Founded in 2004
120+ Clients
Custom KPI-based Scorecards
Proprietary Attribution Tool
![Page 3: Is the Thrill Gone? Know When to Break Up with Your SEO Company](https://reader034.vdocuments.site/reader034/viewer/2022042700/55547ffdb4c9050f348b4d6f/html5/thumbnails/3.jpg)
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Some Practical Matters
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Are the slides available?
Yes! Just email [email protected]
Connect with us on Social Media
@webmarketing123
facebook.com/webmarketing123
Some Practical Matters
![Page 6: Is the Thrill Gone? Know When to Break Up with Your SEO Company](https://reader034.vdocuments.site/reader034/viewer/2022042700/55547ffdb4c9050f348b4d6f/html5/thumbnails/6.jpg)
@webmarketing123
Are the slides available?
Yes! Just email [email protected]
Connect with us on Social Media
@webmarketing123
facebook.com/webmarketing123
Want to learn more?
Request a Customized SEO Assessment Today.
You May Qualify for a $50 Amazon.com Gift Card!
visit bit.ly/wm123seo
Some Practical Matters
![Page 7: Is the Thrill Gone? Know When to Break Up with Your SEO Company](https://reader034.vdocuments.site/reader034/viewer/2022042700/55547ffdb4c9050f348b4d6f/html5/thumbnails/7.jpg)
@webmarketing123
Webinar Agenda
1 How to Recognize Bad SEO Three Basic Types: Rogue, Glad-handler, and Strategy-Free
2 Which is Worse? Ranking Well on the Wrong Keywords, or Not Ranking Well at All?
3 Responsiveness & Transparency You Shouldn’t Have to Fight For It
4 Scorecards Linked to your KPIs Integrating SEO Into Your Overall Business Strategy
![Page 8: Is the Thrill Gone? Know When to Break Up with Your SEO Company](https://reader034.vdocuments.site/reader034/viewer/2022042700/55547ffdb4c9050f348b4d6f/html5/thumbnails/8.jpg)
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Google’s Take on SEO
http://youtu.be/BS75vhGO-kk
![Page 9: Is the Thrill Gone? Know When to Break Up with Your SEO Company](https://reader034.vdocuments.site/reader034/viewer/2022042700/55547ffdb4c9050f348b4d6f/html5/thumbnails/9.jpg)
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Google’s Take on SEO
http://www.google.com/webmasters/
![Page 10: Is the Thrill Gone? Know When to Break Up with Your SEO Company](https://reader034.vdocuments.site/reader034/viewer/2022042700/55547ffdb4c9050f348b4d6f/html5/thumbnails/10.jpg)
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Type 1: The Rogue
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Type 1: The Rogue
Operates shadow / cloaked domains
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Type 1: The Rogue
Operates shadow / cloaked domains
Puts links to their other clients on doorway pages
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Type 1: The Rogue
Operates shadow / cloaked domains
Puts links to their other clients on doorway pages
Offers to sell keywords in the address bar
![Page 14: Is the Thrill Gone? Know When to Break Up with Your SEO Company](https://reader034.vdocuments.site/reader034/viewer/2022042700/55547ffdb4c9050f348b4d6f/html5/thumbnails/14.jpg)
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Type 1: The Rogue
Operates shadow / cloaked domains
Puts links to their other clients on doorway pages
Offers to sell keywords in the address bar
Has had domains removed from Google's index or is not itself listed in
![Page 15: Is the Thrill Gone? Know When to Break Up with Your SEO Company](https://reader034.vdocuments.site/reader034/viewer/2022042700/55547ffdb4c9050f348b4d6f/html5/thumbnails/15.jpg)
Type 2: The Glad-handler
Makes promises they
don’t intend to keep.
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Does not distinguish between actual search results and ads that appear
on search results pages
Type 2: The Glad-handler
Makes promises they
don’t intend to keep.
@webmarketing123
![Page 17: Is the Thrill Gone? Know When to Break Up with Your SEO Company](https://reader034.vdocuments.site/reader034/viewer/2022042700/55547ffdb4c9050f348b4d6f/html5/thumbnails/17.jpg)
Type 2: The Glad-handler
Makes promises they
don’t intend to keep.
Does not distinguish between actual search results and ads that appear
on search results pages
Guarantees ranking, but only on obscure keyword phrases you might
rank for anyway, or ones that do not convert.
@webmarketing123
![Page 18: Is the Thrill Gone? Know When to Break Up with Your SEO Company](https://reader034.vdocuments.site/reader034/viewer/2022042700/55547ffdb4c9050f348b4d6f/html5/thumbnails/18.jpg)
Type 3: Strategy-Free
Always looking for the
path of least resistance…
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Type 3: Strategy-Free
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Type 3: Strategy-Free
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Does Your SEO Agency Do This?
@webmarketing123
• Ask you for multiple meetings to establish what success looks like
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Does Your SEO Agency Do This?
@webmarketing123
• Ask you for multiple meetings to establish what success looks like
• Discuss what your business goals are in the next 12 – 24 months
![Page 23: Is the Thrill Gone? Know When to Break Up with Your SEO Company](https://reader034.vdocuments.site/reader034/viewer/2022042700/55547ffdb4c9050f348b4d6f/html5/thumbnails/23.jpg)
Does Your SEO Agency Do This?
@webmarketing123
• Ask you for multiple meetings to establish what success looks like
• Discuss what your business goals are in the next 12 – 24 months
• Proactively makes suggestions about optimizing calls to action on your website
![Page 24: Is the Thrill Gone? Know When to Break Up with Your SEO Company](https://reader034.vdocuments.site/reader034/viewer/2022042700/55547ffdb4c9050f348b4d6f/html5/thumbnails/24.jpg)
Does Your SEO Agency Do This?
@webmarketing123
• Ask you for multiple meetings to establish what success looks like
• Discuss what your business goals are in the next 12 – 24 months
• Proactively makes suggestions about optimizing calls to action on your website
• Regularly check Webmaster Tools for crawl errors, slow page loading, and other factors that
could be impacting either how your site’s performance
![Page 25: Is the Thrill Gone? Know When to Break Up with Your SEO Company](https://reader034.vdocuments.site/reader034/viewer/2022042700/55547ffdb4c9050f348b4d6f/html5/thumbnails/25.jpg)
Does Your SEO Agency Do This?
@webmarketing123
• Ask you for multiple meetings to establish what success looks like
• Discuss what your business goals are in the next 12 – 24 months
• Proactively makes suggestions about optimizing calls to action on your website
• Regularly check Webmaster Tools for crawl errors, slow page loading, and other factors that
could be impacting either how your site’s performance
• Assess, in Google Analytics, how visitors are navigating through your company’s website,
and which landing pages are converting to leads/sales
![Page 26: Is the Thrill Gone? Know When to Break Up with Your SEO Company](https://reader034.vdocuments.site/reader034/viewer/2022042700/55547ffdb4c9050f348b4d6f/html5/thumbnails/26.jpg)
@webmarketing123
Webinar Agenda
1 How to Recognize Bad SEO Three Basic Types: Rogue, Glad-handler, and Strategy-Free
2 Which is Worse? Ranking Well on the Wrong Keywords, or Not Ranking Well at All?
3 Responsiveness & Transparency You Shouldn’t Have to Fight For It
4 Scorecards Linked to your KPIs Integrating SEO Into Your Overall Business Strategy
![Page 27: Is the Thrill Gone? Know When to Break Up with Your SEO Company](https://reader034.vdocuments.site/reader034/viewer/2022042700/55547ffdb4c9050f348b4d6f/html5/thumbnails/27.jpg)
Which is Worse? Ranking Well on the Wrong Keywords, or Not Ranking Well at All?
@webmarketing123
Not Ranking at all:
![Page 28: Is the Thrill Gone? Know When to Break Up with Your SEO Company](https://reader034.vdocuments.site/reader034/viewer/2022042700/55547ffdb4c9050f348b4d6f/html5/thumbnails/28.jpg)
Which is Worse? Ranking Well on the Wrong Keywords, or Not Ranking Well at All?
@webmarketing123
Fairchild
Analog Semiconductor
Not Ranking at all:
![Page 29: Is the Thrill Gone? Know When to Break Up with Your SEO Company](https://reader034.vdocuments.site/reader034/viewer/2022042700/55547ffdb4c9050f348b4d6f/html5/thumbnails/29.jpg)
Which is Worse? Ranking Well on the Wrong Keywords, or Not Ranking Well at All?
@webmarketing123
![Page 30: Is the Thrill Gone? Know When to Break Up with Your SEO Company](https://reader034.vdocuments.site/reader034/viewer/2022042700/55547ffdb4c9050f348b4d6f/html5/thumbnails/30.jpg)
@webmarketing123
Webinar Agenda
1 How to Recognize Bad SEO Three Basic Types: Rogue, Glad-handler, and Strategy-Free
2 Which is Worse? Ranking Well on the Wrong Keywords, or Not Ranking Well at All?
3 Responsiveness & Transparency You Shouldn’t Have to Fight For It
4 Scorecards Linked to your KPIs Integrating SEO Into Your Overall Business Strategy
![Page 31: Is the Thrill Gone? Know When to Break Up with Your SEO Company](https://reader034.vdocuments.site/reader034/viewer/2022042700/55547ffdb4c9050f348b4d6f/html5/thumbnails/31.jpg)
Responsiveness & Transparency
@webmarketing123
![Page 32: Is the Thrill Gone? Know When to Break Up with Your SEO Company](https://reader034.vdocuments.site/reader034/viewer/2022042700/55547ffdb4c9050f348b4d6f/html5/thumbnails/32.jpg)
Responsiveness & Transparency
@webmarketing123
![Page 33: Is the Thrill Gone? Know When to Break Up with Your SEO Company](https://reader034.vdocuments.site/reader034/viewer/2022042700/55547ffdb4c9050f348b4d6f/html5/thumbnails/33.jpg)
Responsiveness & Transparency
@webmarketing123
![Page 34: Is the Thrill Gone? Know When to Break Up with Your SEO Company](https://reader034.vdocuments.site/reader034/viewer/2022042700/55547ffdb4c9050f348b4d6f/html5/thumbnails/34.jpg)
Responsiveness & Transparency
@webmarketing123
![Page 35: Is the Thrill Gone? Know When to Break Up with Your SEO Company](https://reader034.vdocuments.site/reader034/viewer/2022042700/55547ffdb4c9050f348b4d6f/html5/thumbnails/35.jpg)
Responsiveness & Transparency
@webmarketing123
![Page 36: Is the Thrill Gone? Know When to Break Up with Your SEO Company](https://reader034.vdocuments.site/reader034/viewer/2022042700/55547ffdb4c9050f348b4d6f/html5/thumbnails/36.jpg)
Responsiveness & Transparency
@webmarketing123
![Page 37: Is the Thrill Gone? Know When to Break Up with Your SEO Company](https://reader034.vdocuments.site/reader034/viewer/2022042700/55547ffdb4c9050f348b4d6f/html5/thumbnails/37.jpg)
@webmarketing123
Webinar Agenda
1 How to Recognize Bad SEO Three Basic Types: Rogue, Glad-handler, and Strategy-Free
2 Which is Worse? Ranking Well on the Wrong Keywords, or Not Ranking Well at All?
3 Responsiveness & Transparency You Shouldn’t Have to Fight For It
4 Scorecards Linked to your KPIs Integrating SEO Into Your Overall Business Strategy
![Page 38: Is the Thrill Gone? Know When to Break Up with Your SEO Company](https://reader034.vdocuments.site/reader034/viewer/2022042700/55547ffdb4c9050f348b4d6f/html5/thumbnails/38.jpg)
![Page 39: Is the Thrill Gone? Know When to Break Up with Your SEO Company](https://reader034.vdocuments.site/reader034/viewer/2022042700/55547ffdb4c9050f348b4d6f/html5/thumbnails/39.jpg)
![Page 40: Is the Thrill Gone? Know When to Break Up with Your SEO Company](https://reader034.vdocuments.site/reader034/viewer/2022042700/55547ffdb4c9050f348b4d6f/html5/thumbnails/40.jpg)
Which Keywords are Converting. At What Value?
![Page 41: Is the Thrill Gone? Know When to Break Up with Your SEO Company](https://reader034.vdocuments.site/reader034/viewer/2022042700/55547ffdb4c9050f348b4d6f/html5/thumbnails/41.jpg)
Establish Attribution from “First Touch” to “Last Touch”
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Establish Attribution from “First Touch” to “Last Touch”
Most marketers would attribute
sales to last touch, i.e. “closers”
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Establish Attribution from “First Touch” to “Last Touch”
In reality, there are several touch points before the
“closer” that influenced the purchase decision
![Page 44: Is the Thrill Gone? Know When to Break Up with Your SEO Company](https://reader034.vdocuments.site/reader034/viewer/2022042700/55547ffdb4c9050f348b4d6f/html5/thumbnails/44.jpg)
Establish Attribution from “First Touch” to “Last Touch”
Marketing currently gets no credit for these!
![Page 45: Is the Thrill Gone? Know When to Break Up with Your SEO Company](https://reader034.vdocuments.site/reader034/viewer/2022042700/55547ffdb4c9050f348b4d6f/html5/thumbnails/45.jpg)
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Tying It All Together
![Page 46: Is the Thrill Gone? Know When to Break Up with Your SEO Company](https://reader034.vdocuments.site/reader034/viewer/2022042700/55547ffdb4c9050f348b4d6f/html5/thumbnails/46.jpg)
@webmarketing123
Tying It All Together
• Demand Transparency and Accountability from SEO
![Page 47: Is the Thrill Gone? Know When to Break Up with Your SEO Company](https://reader034.vdocuments.site/reader034/viewer/2022042700/55547ffdb4c9050f348b4d6f/html5/thumbnails/47.jpg)
@webmarketing123
Tying It All Together
• Demand Transparency and Accountability from SEO
• Develop a familiarity with the terms and concepts so you can
be an informed partner
![Page 48: Is the Thrill Gone? Know When to Break Up with Your SEO Company](https://reader034.vdocuments.site/reader034/viewer/2022042700/55547ffdb4c9050f348b4d6f/html5/thumbnails/48.jpg)
@webmarketing123
Tying It All Together
• Demand Transparency and Accountability from SEO
• Develop a familiarity with the terms and concepts so you can
be an informed partner
• Adopt a metrics-based approach that measures outcomes.
![Page 49: Is the Thrill Gone? Know When to Break Up with Your SEO Company](https://reader034.vdocuments.site/reader034/viewer/2022042700/55547ffdb4c9050f348b4d6f/html5/thumbnails/49.jpg)
• Request a Customized SEO Assessment Today.
You May Qualify for a $50 Amazon.com Gift Card!
• Email [email protected]
• Or visit bit.ly/wm123seo
![Page 50: Is the Thrill Gone? Know When to Break Up with Your SEO Company](https://reader034.vdocuments.site/reader034/viewer/2022042700/55547ffdb4c9050f348b4d6f/html5/thumbnails/50.jpg)
- “Cost of the Problem” Analysis: Discover the cost of not ranking
in the top positions on search engines. How much revenue is being
lost to competitors with the best rankings?
- Take a hard look at your competitors: Find out where you rank
against your top competitors and what tactics they’re employing.
- Comparison of different digital strategies: Paid Search, Organic
Search, Display Advertisiing, Social Media Marketing.
Or visit bit.ly/wm123seo
@webmarketing123
What can you expect from speaking with one of our analysts?
Next week:
What Google Analytics Won't Show You:
The Reasons Why Visitors Don't Become Customers
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