top 10 secrets of successful seo cultures

or be an idiot to ignore

Top 10 Secrets Behind Winning SEO Cultures Everyone Should Know

@conductorconductor.com/se2011

“Searchlight identifies our SEO shortcomings and increases our natural search ranking. Searchlight is the best solution out there.” - Jeremy Smith, Secondmarket

Over 500 leading brands rely on ConductorMost widely used SEO platform

Optimizing billions worth of SEO revenue


The world of search engine marketing is upside down

conductor.com/se2011 @conductor

22 Billion

Monthly Google Searches


92% Traffic

Comes from Natural Search


Consumers trust search engines


11% Budget

For SEOconductor.com/se2011 @conductor

PPC is predictable SEO was not

You get out what you put in

Easy to measure

Easy to understand

Easy to test

Big Opportunity, Yet Difficult to Realize

Not easy to determine ROI

Difficult to quantify

Hard to prove

Executives don’t get it


Why did this paradigm exist?

CEO

Sales MarketingComIR Tech

Paid

Display

Email

SEO

PR

PM

conductor.com/se2011

SEO

Success SEO is an Enterprise-Wide Effort

@conductor

1.They know their search market opportunity


Determine the keywords that are in your ecosystem

Determine secondarykeywords you need

to create content for

Don’t forget!Secondary keywords will

have a lower conversion rate

86.0%

14.0%

Total Unrealized Opportunity

1 Billion Visitors

Total Realized Opportunity

160mm Visitors

Determine the search volume

for your keywords

Work out how aggressiveyou think you can be

Correlate against clickthrough curve =


Calculate your potential search opportunity animations

Why we go to work everyday

@conductor

86.0%

14.0%

Total Unrealized Opportunity1 Billion Visitors

Total Realized Opportunity160mm Visitors


2. They are self aware about their SEO


Take a deep look inside

Don’t preach SEO confusion

Judge success by business metrics

Everyone has SEO weaknesses

Get better with KPIs

Take an honest assessment



Identify your strengths and weaknesses

RatingRatingRatingRatingRating

Skills Low HighKeyword Discovery 1 2 3 4 5

Keyword Analysis 1 2 3 4 5Copywriting 1 2 3 4 5Link Building 1 2 3 4 5Social Media 1 2 3 4 5

Blogging 1 2 3 4 5PR 1 2 3 4 5

SEO Reporting 1 2 3 4 5Analytics 1 2 3 4 5HTML 1 2 3 4 5

Communication 1 2 3 4 5Cooperation 1 2 3 4 5

3. SEO is paid media a business process


CEO


Paid

Display

Email

SEO

PR

PM


CEO


Paid

Display

Email

SEO

PR

PM


Create a center of SEO excellence

Linkbuilders Content Creators Auditors Tech Experts Analysts Business lead

SEO

• Title text: You have 99 characters to optimize your title text, so consider your target keywords and any other keywords you may want to rank for, but don't forget including your branding and descriptive text.

• Description: Write as much about your video as possible. Because user ratings and views play a factor in your search rankings within YouTube (and therefore Google)

• Tags: Useful for search terms you use in your title text and description, including names and branding.

YOUTUBE SEO CHEAT SHEET


Help cross functional teams

@conductor

SEOAdd keyword rich alt text to images.

Make sure meta description resembles highest performing paid search snippet.

All redirects for combined pages must be 301


Implement SEO into business processes

@conductor

4. Embrace Technology for Scale

@conductor

<hug>


Benefits of SEO technology

Unlimited Search Scale

Continual Optimization

Comprehensive Competitive Intelligence

Customizable Reporting

Analytics Integration Preferred Landing Page Management

Social Signal Tracking SEO Workflow Optimization

Page Recommendations

Real-Time Keyword AlertsKeyword Research

ROI Reporting

Program Prioritization

Keyword Discovery

International SEO

Workflow

@conductor

5. They realize the value of

competitive intelligence


Ranks are based on relative optimization

Optimization

Rank


Top 50% by Avg. Rank

Top 50% by Saturation

800 keywords x 100 positions

80,000 Site/Keyword/Position Data

points

Can subdivide by Category for Ecommerce Sites / high variability on competitor domains

Understanding who your real competitors are

@conductor

Data driven way to understand you competitors

Domain % Saturation Average Rank

68.35

59.73

58.47

3.2

6.7

2.4

@conductor

Competitor trending - Follow ranking shifts of competitors to identify aggressive movement either positively or negatively

659 625 543

-0.15 +5.28 -0.02

# Keyword

05/30/2011 Avg. Rank

06/06/2011 Avg. Rank

7.34

7.49

14.20

8.92

2.12

2.14

Delta

Understand your competitors momentum

@conductor

3rd Query – New Competitor Alerts - look at top three pages and identify new competitors that did not exist in previous time interval

Keyword 1 Keyword 1 Keyword 1 Keyword

Domain

4

Rank Movement

6 6 4

2

New Competitor

Quickly identify new competitors

@conductor

Track competitors with a dashboard

@conductor

6. They run SEOlike a business


Become a business guy

SEO Milestones

Success Metrics

Managed SEO Keywords

Search Position

Traffic

Revenue

SEO Milestones

SuccessMetrics


Manage Against Metrics with Milestones (don’t manage against milestones)

@conductor

7. They measure SEO like paid media

$ $ $



SEO ROI =SEO Revenue - Revenue you’d get from doing nothing

Investment in SEO


REVENUE

COST

Non-BrandedKeywords

All KeywordsAll Natural Revenue

Multi-Session Revenue

Last Click

SEO Headcount

Technology

Programs

YOY

Factors to calculate


How to look bad

REVENUE

COST

SEO Headcount

Technology

Programs

Non-BrandedKeywords

Last Click

SEO Headcount

Technology

Programs

YOY


How to look good

REVENUE

COST

Non-BrandedKeywords

All Natural Revenue


SEO Headcount

Technology

Programs


How to look great

REVENUE

COST% of PPC% of PR

% of Social

% of Other

)( -

All KeywordsAll Natural Revenue


SEO Headcount

Technology

Programs


Good Great

Bad

All Keywords, All Natural Revenue, Multi-Session

(All SEO Headcount + Technology & Program Investment) - % of PPC, PR,

SOCIAL Costs

Non-Branded, All Natural, Multi-session

Non-Brand, YOY Delta, First Click

All SEO Headcount + Technology & Program

Investment

REVENUE

Cost

8. They make SEO everyone’s responsibility


PR

Keyword rich and link ready

boiler plates

SEO

Editorial

Lists of high value keywords

missing content PPC Keyword sharing

IT

Technical/StyleGuidelines

@conductor

SEO is in everyone’s interest


9. They spread SEO transparency


Send SEO reports to key stake holders

Hold SEO contests

Present “Good SEO” awards

Give everyone else credit

Give everyone access to your SEO dashboard


Share your wins and losses

10. SEO IS NOT “FREE SEARCH”


SEO P&L


2

3

4

6

7

8

9

10

5

11 Work out your share of searchBecome SEO self awareMake SEO a business processEmbrace SEO technology for scaleUnlock the power of competitive intelligenceRun your SEO like a business process

Make SEO everyone’s responsibilityBe transparentTeach people SEO is not “free search”

Report SEO like other business channels


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conductor.com/se2011question? @besmertnik

@conductor

top 10 secrets of successful seo cultures

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