Search MarketingIntroductory Discussion

The top B2B SEO Agency.Just ask Google.

John Rasco, Founder/PresidentPatrick Wicker, SEO Program Manager

A Brief Introduction

• RefreshWeb was founded in 2002• Solid team of web marketing specialists, leveraging

our 20+ years of B2B & tech marketing experience– Search engine optimization (SEO)– Paid search via pay-per-click advertising (PPC)– PR and social media integration– Web design and development

SEO and Web Development Clients

Searching for Growth?

• Search marketing lets you START with consideration, instead of paying to build awareness with ads

• Visibility for your site at the time of prospect interest creates immediate sales opportunity

• Prospects qualify companies these days, not the other way around

• You have to meet the market on their terms to even be considered

More Optimization, More Sales

Growth in Online Sales: 221%

How Do You Get Great Rankings?

• Search traffic is driven by indexed content. Google considers:– Page content: Is the search term there? Is it

important to the page?– Site content — information architecture– External links that point to content– Refreshing of content, adding new content– History of site and index history

SEO Project Objectives

• Lead generation• Higher rankings on Google and other SE’s

– For terms you know your prospects search on– For terms we discover your prospects searching on– High-volume terms and “long tail” terms

• More traffic and conversions…draw more traffic over time, improve site “sales flow”

First Step: Site Audit

• Site Performance: Web analytics analysis (How have folks found you? From where? How many?)

• The Competition: Rankings, linking, content and keyword targets (Are sites optimized? Successfully? For which terms?)

• Search Terms: Search term discovery, including best phrases to compete on (What terms are prospects searching on? Which terms are transactional, vs. informational or directional?)

Site Optimization Plan

• Second deliverable in audit process• Select 30-50 search terms from all the terms

researched, based on the analysis in the audit• RefreshWeb creates the site optimization plan (SOP),

a specialized sitemap showing how terms will be grouped and promoted across existing (and possibly new) top-level pages on the site

• Annual plan and recommendations

FastTrack Option

• Audit and optimization process takes about 90 days • FastTrack option trims about 30 days

– Obvious quick fixes (typically home page repair, title tags, issues with content management system)

– Early analytics focus — fix what’s broken– Begin tracking improvement in dashboard NOW

SEO Maintenance: Gain by Continuous Improvement

• Monitor improvement weekly with on-line SEO management dashboard (demo following)

• Google Analytics or existing web analytics tools• Google Webmaster Tools

SEO First Steps

• On-page optimization– Metatags– Great headlines, subheads and marketing copy

using the right keywords– Enough copy (250-350 words per page)– Internal linking, using keyword-based links– Site maps, both HTML and XML

Building SEO Performance: Link Building

• Identify URLs from which your competitors are linked and you are not

• Place links in on-line directories• Request links to your content from relevant URLs• PR is especially powerful for keyword-based links• Blogging, LinkedIn, Facebook, Twitter, etc.• Promote and repurpose existing content, ex. podcasts,

white papers, articles, videos

Local Search Integration

• For clients who market locally or in multiple cities, your presence on local maps is essential

• For top rankings, the combination of strong local listings and an optimized site is especially powerful

• Each situation needs evaluation to suggest needed improvements and price accordingly

Pay Per Click (PPC) Advertising

• Many advantages– Fast time to market, immediate first-page visibility– Visible on 100s of keyword phrases– Enables regional targeting– Excellent source of conversion data

• Disadvantages– Paying for every click– Only 20-50% of people click on ads

PPC Program Requirements

• Keyword research• Create ad campaigns, using topical ad groups• Create landing pages specific to each topic covered in

your ad campaigns, with on-page response or form• Implement conversion goals via Google Analytics• Budget control via daily budgets for each campaign• Weekly bid management and campaign refinement• Monthly reporting

Program Costs

• Standard audit, $2500; competitive audit $4500– Includes site analysis, keyword research and

evaluation, site optimization plan and program recommendations

– Competitive version include analysis of 4-6 competing sites

• Program cost is determined by your situation and business objectives — ranging from coaching to turnkey program management

Projected Program Budget, 1st Year

• Site Audit and Competitive Analysis $4,500.• Foundational SEO Program, 7 months $20,000. • PPC Campaign Development $6,000.• PPC Placement (rough estimate) $5,000/mo.• Eight-month budget (<$7,000/mo.) $55,500.

• Monthly maintenance thereafter $2000/mo.

Monitoring and Reporting

• All RefreshWeb clients have access to our online SEO management dashboard, plus email or phone support– Weekly tracking of rankings on major search

engines, many available detailed reports– Tailored to your specific keyword phrases– Includes keyword trending, at-a-glance oversight

• Clients with both SEO and PPC programs get a written monthly report

SEO Management Dashboard

Click on Keywords for Reach Detail

Dashboard: Google Rankings

Google Ranking: Quick Comparison

Dashboard: Summary Comparison

Page 1 Readership %ages

SEO Progress Report

Keyword Trending Report

Keyword Trending Detail

Admin Dashboard

• Create SEO Progress Reports

• Add Comments to Progress Reports

• Manage Keyword Phrases

Today

• Comments / Questions• What are your priorities and concerns?• Next steps: Sample Audit?• Thank You!