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Facetime with an SEO Expert

Mike Turner Senior SEO Strategist

Director, Business Development

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Webinar Agenda

1.  2012 State of Digital Marketing Survey

2.  State of Search Marketing

3.  A Shift in the Purchasing Process

4.  Live Site Analyses

5.  Importance of Measurement and Attribution


2012 Digital Marketing Survey

In July, we surveyed over 500 U.S. marketing professionals

2nd annual State of Digital Marketing Report


Lead Generation is the #1 Objective of B2B marketers

Top objectives and biggest impact

SEO Makes the Biggest Impact on Lead Generation

2012 Digital Marketing Survey


Your target audience is searching for you.

Your target audience is searching for you.


Webinar Agenda







4 Billion Searches on Google Every Day

~90% of Clicks* Happen on the 1st Page of Search Results

60% of Clicks are on Top 3 Results

*Brandsofttech, Cornell

*Cornell

*SEOmoz

State of Search


57% of Internet users search the web every day.

State of Search


46% of daily searches are for info on products or services.

State of Search


State of Search

*Google and Compete B2B Customer Study


Webinar Agenda







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


Introducers

Influencers

Closers

² Keyword searches

(Broad/generic)

² Display advertising

² Email marketing

² Social media

² Brand names

² Search advertising

² Remarketing

² Search marketing

² Model numbers

² Branded terms

Decisions are being made higher in the funnel

Shift in Purchasing Process


Search is your virtual marketplace


Budgets are Shifting to Inbound Channels


Lead-to-Customer Close % by Channel

Inbound Marketing Channels Close More Deals


Webinar Agenda







How successfully are you using digital marketing to advance your business?


STRATEGIC SEO by

Strategy 1 Implementation 2 Tracking & Adjustment 3

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


Importance of Keyword Selection


Use Google tools to Measure Demand

Adwords Keyword Tool

Keyword list with search volume


Keyword Mapping


LIVE SITE ANALYSES


Webinar Agenda





5.  Importance of SEO Measurement and Attribution


STRATEGIC SEO by

Strategy 1 Implementation 2 Tracking & Adjustment 3

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


More than half of CMOs feel insufficiently prepared to provide hard numbers regarding marketing program ROI.

Source: Deloitte CMO Summit, 2012

Search Marketing ROI


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.



From search to CRM, justify your SEO investment

GOOGLE ANALYTICS- - - - - - - - - - - - - - - - - - - - - - - - - | KEYTOUCH ATTRIBUTION - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- |



Example report


Easily identify which keywords contribute to revenue and which are most likely to close deals


Close the loop, make data-driven decisions Start refining marketing program allocation based on actual revenue instead of just leads or conversions.

$85,000

$60,000

$275,000

$ $

$

$ $ $

Keyword Revenue

Opportunity Allocation

$

Keyword A

Keyword B

Keyword C



Thank you!

Download the 2012 State of Digital Marketing Report Available on our homepage.

Get a Consultation. Email: seo@webmarketing123 Talk to a digital marketing expert about your: ü  SEO/PPC/Social Media Marketing ü  Measurement/Analytics Approach ü  Lead Gen Effectiveness

Connect with me Email: [email protected]

facetime with an seo expert - webmarketing123 slides

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