seo espionage - webmarketing123 webinar

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  • @webmarketing123 #123webinar

    SEO Espionage: Learn Your Competitors' Strategy & How to Beat Them

    Mike Turner Senior SEO Analyst

    Director of Business Development Webmarketing123

  • @webmarketing123 #123webinar

  • @webmarketing123 #123webinar

    Are the slides available?

    Tweet todays event using #123webinar

    Stay informed by following us.

    Ready to take the next step with us?

    Practical Matters

    Yes! Just email seo@webmarketing123.com

    Request a Complimentary SEO Assessment Today.

    @webmarketing123

    facebook.com/webmarketing123

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  • @webmarketing123 #123webinar

    Webinar Agenda

    1 The Marketing Landscape Has Changed. Again. Why We Care About Search Marketing

    2 Competitive Analysis Where to Begin? It's not Rocket Science; It is about Rigor

    3 Is Your Act Together? Get This: Scorecards Linked to your KPIs

    4 Why Do This in the First Place: ROI Holding SEO accountable for business results

  • @webmarketing123 #123webinar

    Webinar Agenda

    1 The Marketing Landscape Has Changed. Again. Why We Care About Search Marketing

    2 Competitive Analysis Where to Begin? It's not Rocket Science; It is about Rigor

    3 Is Your Act Together? Get This: Scorecards Linked to your KPIs

    4 Why Do This in the First Place: ROI Holding SEO accountable for business results

  • @webmarketing123 #123webinar

    Digital Marketing is Evolving Is Your Marketing Keeping Pace?

  • @webmarketing123 #123webinar

    Google Think B2B Conference 2012

    B2B customers are now more discerning

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    Google Think B2B Conference 2012

    B2B internet usage skyrocketed in the past year

    Search engines are the #1 source for B2B information

    Top online sources for B2B customer research

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    Google Think B2B Conference 2012

    Online sources help B2B customers discover new brands

    % of B2B customers using the following sources to discover new brands

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    Lead Generation is the #1 Objective of B2B Marketers

    SEO Makes the Biggest Impact on Lead Generation

    B2B Marketers Rely on SEO for Lead Generation

    (2012 State of Digital Marketing Survey)

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    4 Billion Searches on Google Every Day

    95% of Clicks Happen on the 1st Page of Search Results

    60% of Clicks are on Top 3 Results

    (Optify, Brandtech study)

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    B2B buyers are moving 60-70% of the way through the sales funnel before they engage directly with sales reps.

    Key Thought: Is your website robust enough to function as a virtual sales force?

    A Shift in the Purchasing Process

    (Google (57%), Forrester (70%))

  • @webmarketing123 #123webinar

    Webinar Agenda

    1 The Marketing Landscape Has Changed. Again. Why We Care About Search Marketing

    2 Competitive Analysis Where to Begin? It's not Rocket Science; It is about Rigor

    3 Is Your Act Together? Get This: Scorecards Linked to your KPIs

    4 Why Do This in the First Place: ROI Holding SEO accountable for business results

  • @webmarketing123 #123webinar

    Competitive Analysis Theres A LOT to it

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    Before You Begin Whats At Stake? Understanding the opportunity

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    Before You Begin Whats At Stake?

    Annual Cost of Not Ranking: $2,700,000 monthly cost multiplied by 12 months

    = 32 million+/year

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    Step-by-Step Calculation

    of the Cost of Not Ranking on Page 1 of Google

    1. Keyword Search Volume

    2. CTR on Search Results (New Visitors)

    3. Visitor Lead Rate

    4. Lead Qualified Lead Rate

    5. Qualified Lead Closed Deal Rate

    6. Average Deal Size

    7. (# of Closed Deals) x (Avg. Deal Size) = Revenue Potential

    If you want this for your site, reach out via Q&A

  • @webmarketing123 #123webinar

    Competitive Analysis Its All About Keywords

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    Competitive Analysis Keyword Tracking:

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    Competitive Analysis Use Google Tools:

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    Organic Ranking Position Matters:

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    Keyword Length Matters: Keyword Selection

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    Not All Keywords Are Created Equal:

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    Competitive Analysis Additional Tools:

    Simply View Source

    Google Keyword Tool

    Doubleclick Ad Planner

    Alexa (Amazon)

    Compete

    Quantcast

    URL Trends

    SEMRush

    SpyFu

    Estimate traffic and unearth competitors keyword strategy

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    What to Look for?:

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    Are they writing for Search Engines? Start with the Obvious:

    Above the Fold

    Below the Fold

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    What We See

    What Google Sees Why Content Matters:

    What Google Sees

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    Main Elements Consist of: a) Page Title

    b) Description

    c) And sometimes Keywords

    Meta What?:

  • @webmarketing123 #123webinar

    Main Elements Consist of: a) Page Title

    b) Description

    c) And sometimes Keywords

    Meta What?:

  • @webmarketing123 #123webinar

    aceook Groups: B2B Lead Gen Keywords in the First or Second Position of the Page Title Have the Highest Impact!

    Include descriptive keywords and phrases in page titles Meta What?:

  • @webmarketing123 #123webinar

  • @webmarketing123 #123webinar

    Inbound Links Links from other highly relevant websites, back to yours

  • @webmarketing123 #123webinar

    1 The Marketing Landscape Has Changed. Again. Why We Care About Search Marketing

    2 Competitive Analysis Where to Begin? It's not Rocket Science; It is about Rigor

    3 Is Your Act Together? Get This: Scorecards Linked to your KPIs

    4 Why Do This in the First Place: ROI Holding SEO accountable for business results

  • @webmarketing123 #123webinar

    Get your Own House in Order:

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    Make a Plan Keyword Selection Keyword Mapping

  • @webmarketing123 #123webinar

    Make a Plan Content Guidelines

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    Content Mapping Document

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    Link Strategy Document

    Content is the fuel that powers a link building strategy

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    Reporting is Key

    @webmarketing123

  • @webmarketing123 #123webinar

    A Scorecard Process helps overcome implementation obstacles

    Which KPIs are your priorities?

    What will winning look

    like?

    What benchmarks should we

    use?

    What are the next steps?

    Standardizes Metrics Creates Common Vision, Shared Goals, Accountability

  • @webmarketing123 #123webinar

  • @webmarketing123 #123webinar

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    A ranking report should show steady progress over time.

  • @webmarketing123 #123webinar

    1 The Marketing Landscape Has Changed. Again. Why We Care About Search Marketing

    2 Competitive Analysis Where to Begin? It's not Rocket Science; It is about Rigor

    3 Is Your Act Together? Get This: Scorecards Linked to your KPIs

    4 Why Do This in the First Place: ROI Holding SEO accountable for business results

  • @webmarketing123 #123webinar

    But reporting shouldn't stop there. How are individual keywords performing in terms of revenue?

  • @webmarketing123 #123webinar

    Which Keywords are Converting. At What Value?

  • @webmarketing123 #123webinar

    Webinar Agenda

    1 The Marketing Landscape Has Changed. Again. Is your agency fat, happy and complacent?

    2 "Black Box" = BS It's not Rocket Science; It is about Rigor

    3 What Does Metrics-Based Reporting Look Like? Get This: Scorecards Linked to your KPIs

    4 Opportunity Analysis Holding SEO accountable for business results

  • @webmarketing123 #123webinar

    As marketers are increasingly responsible for the P & L, its more important than ever to quantify potential at the front-end and consistently measure performance against KPIs. Quantify

    Measure

  • @webmarketing123 #123webinar

    Your revenue should be rising.

    Not just your traffic.

  • @webmarketing123 #123webinar

    WE ARE EXPERTS AT BUILDING TOP LINE REVENUE GROWTH FOR GLOBAL ENTERPRISES WITH TARGETED, COST-EFFECTIVE DIGITAL MARKETING

  • @webmarketing123 #123webinar

    webmarketing123.com

    TEAM UP WITH ONE OF THE FASTEST GROWING PRIVATE COMPANIES IN THE U.S. (2012)

    Download: 2012 State of Digital Marketing Report

    Talk to a digital marketing expert: SEO/PPC/Social Media Marketing Measurement/Analytics Approach Lead Gen Effectiveness

    We invite you to

    seo@webmarketing123.com

    Questions? Feedback? mike.t@webmarketing123.com

  • @webmar