how and why you need to calculate the true value of page 1 natural search engine positions
TRANSCRIPT
How and why you need to calculate the true
value of page 1 natural search engine positions
David White
What is your position?
• Where do you come up in search the results?
• Do you know what it means?
• How do you assess the value?
• More questions than answers?
• NDA• We started 4 years ago
– zero visibility
• Someone applies every 28 seconds • 100 times cheaper than TV• 50 times cheaper than PPC
Case Study - Virgin Money
Result
Value?
More value measurement…• The SEO engineers favourite is Firefox
– Free SEO tools
• Google keywords– ‘Credit Card’
• Make sure your search partner ‘gets’ the granularity
How many people search?
Warning: Death by generics• Is an NDA in place?
• Pre campaign questionnaire– Understanding the business– Understanding the analytics– Benchmark current level of performance
• Or do you prefer to choose suppliers by perception and liking?
What is the Value to you?• Number one values:
– Trust– PR– Ensure top of mind positioning– ability to click through
• Do you look at your analytics – they are free!
• How many, where from, where do they go, how do you compare, how many register / buy…
Do you predict these results?
Positions• 70% click through rate
• How many clicks to buy?
• We need to understand the pipeline
• If you can only assess the value based on opinion and liking
Goal metrics?
• What do you do with the clicks?
• If you try and sell outright you will achieve a small conversion rate
• If you ‘talk’ to your visitors you will make more sales
3 step process• Applies to Social Media as well as
Search Media• Getting people to opt in is easier than
trying to sell out right straight off• Building a list of ‘members’ means that
you have a group of people you can learn from
• Nowadays, you do not own the brand…
3 step process…
• Number one ‘cloud’
• On site data collection
• Visitor communication
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