SEO FOR CEOS

Doug PlattsSnr Director, SEO

iCrossing@dougplatts

THE CEO

IN THE BOARDROOM

STRATEGY

IMPORTANCE GROWTH

INVESTMENT

IMPORTANCE

EVERYONE’S DOING IT

Branded vs. Non BrandedOrganic Search VisitsData: Top 20,000 Keywords - Omniture SiteCatalyst, 2011

Non Branded

Unavailable

Branded

UNDERSTAND YOUR ANALYTICS

BRAND

TRAFFIC IMPORTANCE

NON-BRAND

ALIGN TO YOUR BUSINESS GOALS

KPIS: GOOD VS BAD

CONVERSIONS

REVENUE

PROFIT

BRAND AWARENESS

GENERIC TERMS

TAIL TERMS

TRAFFIC DRIVING TERMS

PAGE VIEWS

BOUNCE RATE

% OF TRAFFIC FROM SEO

VANITY TERMS

TIME ON SITE

PAGERANK/MOZRANK

GROWTH

DATA

YEAR ON YEAR

OTHER ACTIVITY

OTHER CHANNELS

HIGH LEVEL

COMPETITORS

FORECASTING

THINGS TO CONSIDER

ROI

BUDGET ALLOCATION

OPPORTUNITY

‘EDUCATED’ GUESS

MANY VARIABLES

CURRENT ENVIRONMENT

MARKETING ACTIVITY

ACTUAL DATA

REFORECAST

STANDARD DEVIATION BOUNDS

STRATEGY

FUNDAMENTALS

BARRIERS

HIGH-LEVEL SUCCESS

SUCCINCT

EVOLVING STRATEGY

INVESTMENT

MANAGING EXPECTATIONSBRAND AWARENESS

SMALLER BUDGETS

BIGGER EXPECTATIONS

MORE AGILE

LESS RESOURCE

SOLE MARKETING CHANNEL

HIGH RELIANCE ON RETURN

BRAND MANAGEMENT

LARGER BUDGETS

MULTIPLE PROJECTS

LONG SIGNOFF

MORE RESOURCE

SOLE MARKETING CHANNEL

MARKETSHARE

NEW TO SEO

FOCUSSED CAMPAIGN

HIGHER LEVEL OF KNOWLEDGE

BROAD CAMPAIGN

TIERED GROWTH

TEST AND LEARN

LAST FEW WORDS

Doug PlattsSnr Director, SEO

iCrossing@dougplatts