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                               #sherpawebinar
SEO Tactics for Optimum Results

               Sponsored by:
Speakers
           • Kaci Bower, Senior Research Analyst, MarketingSherpa
                    @KaciBower
                    http://www.linkedin.com/in/kacibower
                    Kaci.Bower@MECLABS.com

           • Jen Doyle, Senior Research Manager, MarketingSherpa
                     @JenLDoyle
                     http://www.linkedin.com/in/jenldoyle
                     Jen.Doyle@MECLABS.com

           • Jesse Laffen, Manager of Consulting, Slingshot SEO
                     @jlaffen




                          #sherpawebinar
Join the conversation on Twitter




          #SherpaWebinar


                  #sherpawebinar
MECLABS - A science lab with a consultancy
                           MECLABS Sciences Group




  Primary Research                           Applied Research


                     Conversion      Leads       Technology       Training     Strategy     Agency
                       Group         Group         Group           Group        Group       Group




                                                         •      1,300+ major experiments
                                                         •      1,000+ case studies
                                                         •      100+ major research studies
                                                         •      10,000 sales-paths tested
                                                         •      500,000 “decision-makers” surveyed
                                                         •      100+ summit/trainings/webinars/clinics



                                  #sherpawebinar
MarketingSherpa is a research and publishing
organization serving the marketing community

•   MarketingSherpa’s annual
    research cycle provides
    knowledge for continuous
    marketing improvement




                               #sherpawebinar
Today, we’re going to discuss:

 1| Top challenges and objectives for search marketers
 2| Most important lead sources
 3| Using data and processes to inform SEO tactical decisions
 4| ABC
 5| ABC


                       #sherpawebinar
Research Background
1,530 Search marketers were
surveyed on:

    • Challenges and goals for
      search programs

    • Lead sources growing in
      importance

    • Popularity, effectiveness and
      difficulty per SEO tactic




                              #sherpawebinar
Key finding: Traffic and leads still top objectives
         Increasing website traffic
                                                                                 53%
                                                                                               72%   •   SEO program
        Increasing lead generation
                                                                             48%                         objectives frequently
                                                                                         62%
                                                                                                         addressed the
          Developing an effective                                      42%
          and methodical strategy                           27%                                          previous year’s
Achieving or increasing measurable                                   39%                                 challenges head-on
                ROI                                                        47%

      Integrating with social media
                                                                   37%
                                                                    38%
                                                                                                     •   More traffic and leads
         Improving brand/product                              31%                                        were last year’s top
          awareness or reputation                                                  55%
                                                                                                         challenges – and this
                                                             29%
   Increasing online sales revenue
                                                                          44%                            year’s top objectives
    Integrating search marketing                            27%
  analytics into a single dashboard             14%                                                  •   Developing a strategy
 Integrating search marketing data
  with CRM and other marketing …                      20%
                                                            26%                                          for SEO is a top
                                                    17%            Challenges from last 12 months
                                                                                                         challenge, but bottom
   Increasing offline sales revenue
                                                     20%           Objectives for next 12 months
                                                                                                         objective
                                              11%
        Improving public relations
                                              11%


                              Source: ©2011 MarketingSherpa Search Marketing Benchmark Survey
                              Methodology: Fielded April 2011, N=1,530



                                                                    #sherpawebinar
Key finding: SEO is most valuable lead source
               Which sources of leads have become more important
                        to you over the last 12 months?




   SEO                      Social
                                                                                    Trade
                                                                                    shows

   94%                      Media                                     Email
                                                                                     28%               Tele
                                                                                                     marketing
                                                                                                       21%
                             85%                                       79%
                                                                                            Direct
                                                                                             Mail
                                                                                             23%
                                                                              PPC
         Blogs                                                                54%
         68%



           Source: ©2011 MarketingSherpa Search Marketing Benchmark Survey
           Methodology: Fielded April 2011, N=1,530




                                         #sherpawebinar
Key finding: Organic search creates 25% of leads
        What percentage of your organization's total lead volume is generated from organic search?

                 23%               23%
                                                       21%




                                                                              Weighted Average 25%



                                                                           10%




                                                                                                 4%




            Less than 10%      11% - 25%           26% - 50%           76% - 90%           91% - 100%


                                         Source: ©2011 MarketingSherpa Search Marketing Benchmark Survey
                                         Methodology: Fielded April 2011, N=1,530




                                         #sherpawebinar
Key finding: SEO budgets to increase




         SEO                                      Social Media                      Content Marketing
   57% will raise                                 60% will raise                      41% will raise
     budgets                                        budgets                             budgets
     (#2 line item)                                   (#1 line item)                    (#4 line item)


           Q. How will budgets for the following marketing line items change in the next 12 months?




                  Source: ©2011 MarketingSherpa Search Marketing Benchmark Survey
                  Methodology: Fielded April 2011, N=1,530




                                               #sherpawebinar
Marketers depend on SEO.
And SEO depends on marketers.
Marketers depend on SEO
                                             Traffic
                                             Leads
                                            Rankings
                                            Listings




SEO depends on marketers
Customer research and insight
      Relevant content
     Optimized content




                         #sherpawebinar
Too many SEO choices can create confusion




                 #sherpawebinar
How do you decide
                  which SEO tactics
                   hold the most
                  promise for you?




#sherpawebinar
Try a simple equation.


          Data


                                    SEO
                              Tactics
         Process




                   #sherpawebinar
Benefits of looking at data first
• Harnesses the
  wisdom of crowds

• Challenges biases
  and preferences

• Heightens
  quantitative analysis

• Draws out past
  successes and
  challenges to inform
  present practices
  and future decisions



                          #sherpawebinar
Most popular SEO tactics
   Q. Which of the following SEO tactics has your organization used?
                                                                                                    • Keyword research is
Keyword/keyphrase research                                                                    93%
                                                                                                      foundational to many of
                   Title tags                                                         81%
                                                                                                      the most used tactics:
      Meta description tags                                                          81%

               URL structure                                                  67%
                                                                                                        •   title tags
             Internal linking                                                 65%

           Content creation                                               60%
                                                                                                        •   meta descriptions
       External link building                                           59%                             •   URL structure
    Social media integration                                        54%                                 •   internal linking
                    Blogging                                        53%

          SEO landing pages                                       51%                               • Keyword research is not
  Competitor benchmarking                                        49%                                  heavily applied towards
               XML sitemap                                    46%
                                                                                                      optimizing other digital
   Digital asset optimization…                             41%
                                                                                                      assets
                            Source: ©2011 MarketingSherpa Search Marketing Benchmark Survey
                            Methodology: Fielded April 2011, N=1,530




                                                                    #sherpawebinar
Impact of difficulty and effectiveness
                                                       Sphere size indicates level of usage
                         60%                                   Light pink = most popular tactics



                                                                                                           Content
                         50%
                                                                                                           creation
                                                                  Keyword and                                                              Key point:
                                      Title tags                   keyphrase
                         40%                                        research          SEO landing
                                                                                        pages
                                                                                                                External           Most popular SEO tactics
Level of Effectiveness




                                         Meta                    URL
                                                              structure                   Digital
                                                                                                             link building
                                                                                                                                    are the least difficult to
                         30%        description tags                                                  Social
                                                                                           asset
                                                                                                      media       Blogging
                                                                                                                                      execute in terms of
                                                                                       optimization
                                                                                                    integration
                                                   Internal
                                                    linking
                                                                                                                                   time, effort and expense.
                         20%
                                                                                                                                   But they are not the most
                                                                                               Competitor
                                                                                              Benchmarking                           effective necessarily.
                         10%



                         0%
                               0%   10%       20%             30%         40%        50%           60%    70%         80%    90%
                                                                Degree of Difficulty

                                                        Source: ©2011 MarketingSherpa Search Marketing Benchmark Survey
                                                        Methodology: Fielded April 2011, N=1,530




                                                                                     #sherpawebinar
Deciding between ease or effectiveness
                 Difficulty           Effectiveness
  0.8

  0.7
                                                                                   Key point:
  0.6

  0.5                                                                         Tradeoffs are a way of
                                                                               life. This is why you
  0.4
                                                                             need a process to help
  0.3
                                                                             you make those tactical
  0.2                                                                                decisions.
  0.1

   0




           Source: ©2011 MarketingSherpa Search Marketing Benchmark Survey
           Methodology: Fielded April 2011, N=1,530




                                        #sherpawebinar
Benefits of a process
                            • Protects you from jumping
                              straight into action without
                              developing a plan of attack

                            • Arms you with a competitive
                              advantage

                            • Uses data as a context for
                              making and prioritizing decisions




                  #sherpawebinar
Organizations with a methodical SEO process

      21%           • No process
                    • No guidelines
   Trial Phase
                                               The disciplined application
                                                  of a consistent and
                                                 methodical process for
      48%           • Informal process
                                                planning, executing and
                    • Few guidelines
 Transition Phase   • Sporadically performed    measuring SEO programs
                                                    still eludes many
                                                     organizations.

      29%           • Formal process
                    • Thorough guidelines
 Strategic Phase    • Routinely performed




                           #sherpawebinar
Hear the difference? Specificity.
Please describe the process your organization uses to plan your SEO strategy.

                                                            We have a spreadsheet for
                            Watching trends and              our website with all of the
                                                          specific pages listed. We have
                             tweaking as seems
 Right now it is hit and                                          fields for meta
                           necessary. Doing some          tags, keywords, and an overall
 miss, nothing formal.
                                  testing.                 page description. We also list
                                                              how we want the images
                                                            tagged with alt text. We sat
                                                              down and prioritized our
                                                             keywords, and we now are
                                                          working to increase our traffic
-- Trial Phase marketer    -- Transition Phase marketer       about four keywords at a
                                                                       time.



                                                          -- Strategic Phase marketer




                               #sherpawebinar
Impact of a process on effectiveness levels
                                                                             Sphere size indicates level of usage per SEO Tactic
                                        80%
                                                                                                                                                                        Strategic organizations…
                                        70%
                                                                                                                              Content
                                                                         SEO landing
                                                                           pages        Keyword                               creation                                  •   Utilize these tactics
                                        60%
                                                    Title tags
                                                                                        research                                                                            to a greater degree
Level of effectiveness per SEO Tactic




                                                                                                                                    Content creation
                                        50%
                                                                           Title tags                        External
                                                                                                          link building
                                                                                                                                                                        •   Have less difficulty
                                        40%
                                                                                                                                    Content
                                                                                                                                    creation External
                                                                                                                                                                            executing tactics, in
                                                            Title tags
                                                                                                        Keyword
                                                                                                                                               link                         terms of time, effort
                                                                             Keyword                                                         building
                                        30%                                  research
                                                                                                        research          SEO landing
                                                                                                                                                                            and expense
                                                                                                                            pages

                                        20%
                                                                                                                                              SEO                       •   Experience better
                                                                                                                                         landing pages
                                                                                                                                                                            outcomes with all
                                        10%
                                                                                                                                              External                      tactics
                                                                                                                                           link building
                                         0%
                                               0%     10%          20%         30%        40%         50%          60%            70%         80%          90%   100%
                                        -10%                                      Degree of difficulty per SEO Tactic

                                                                   Source: ©2011 MarketingSherpa Search Marketing Benchmark Survey
                                                                   Methodology: Fielded April 2011, N=1,530




              Sponsored by:
                                                                                                      #SherpaWebinar
Impact of a process on traffic and conversions
                  % Organizations Rating Leads from Organic Search as Highest-Quality
                  Median Conversion Rate on Organic Traffic
                  Average Conversion Rate on Organic Traffic
12%                                                                                               30%

                                                                                  10%                          Key points:
10%                                                                                               25%
                                                 9%
                  8%
                                                                                                        Companies with a formal
8%                                                                                                20%   process and guidelines for
                                                                                                          SEO convert 1.5x more
6%                                                                                                15%      traffic into leads than
                                                                                  5%
                                                                                                               those without.
                                                 4%
4%                                                                                                10%
                                                                                                         These leads are 9x more
                  2%                                                                                    likely to be of the highest
2%                                                                                                5%              quality.
                  3%                            24%                               27%
0%                                                                                                0%
                   TRIAL                  TRANSITION                 STRATEGIC
         We have no process or     We have an informal process We have a formal process
      guidelines for performing SEO with a few guidelines we with thorough guidelines we
                                      sporadically perform        routinely perform
                                Source: ©2011 MarketingSherpa Search Marketing Benchmark Survey
                                Methodology: Fielded April 2011, N=1,530




                                                           #sherpawebinar
A systematic approach to SEO ensures results.
Case Study: Background

       Experiment ID: Makana Solutions
        Location: MarketingSherpa Case Study Library
        Test Protocol Number: #CS31765

Research Notes:
   Problem: Makana provides subscription-based software that helps
   organizations perform sales compensation planning. But few prospects
   knew the SaaS solution was available and weren’t actively searching for
   it.
   Goal: Become a top destination for advice about sales compensation
   planning.
   Approach: Execute 5 steps to revamp website and improve SEO
   effectiveness.


                             #sherpawebinar
Step 1: Content creation
Aim:
• Help prospects answer questions about their sales compensation
   planning challenges

Methods:
• Created and offered content based
  on best practices for sales
  compensation planning
    Sample sales compensation
      plans
    Educational webinars




                          #sherpawebinar
Step 2: Keyword research
Aim:
• Optimize website around high-value search terms

Methods:
• Researched broad and longer-tail
  key terms that reflected targeted
  searches or specific industry
  verticals
• Identified a list of 600 keywords
• Optimized specific web pages
  around two or three relevant terms
  per page.



                          #sherpawebinar
Step 3: Link building
Aim:
• Boost inbound links to improve search rankings

Methods:
• Identified sites with a high Google
  PageRank from which they could
  get a link
    Online directories

    Information sites about sales
      compensation planning
    News sites to target for their
      press release distribution list



                            #sherpawebinar
Step 4: Follow-up on web leads
Aim:
• Convert trial members to subscribers

Methods:
• Required visitors to register to receive
  educational material
• Marketed the free software trial to
  these leads
• Kept trial account live until sales rep
  made contact with the prospects




                             #sherpawebinar
Step 5: Continual monitoring
Aim:
• Highlight the best performing tactics in order to repeat them

                                     Methods:
                                     • Monitored keyword, inbound
                                       links, and outbound campaign results


                                              "Repeatability is the key. As a young
                                             company, we have to keep growing our
                                                      traffic and leads."

                                                          Alan Gehring
                                                        Marketing Director
                                                        Makana Solutions




                            #sherpawebinar
Results

                       First page ranking for key industry search terms


                              Key performance metrics
                                                                                     Change
                        after 3 months of adopting strategy
              Website traffic                                                        + 200%
              Lead generation rate                                                   + 200%
              Lead conversion rate                                                   + 100%
              Paid search as % of total traffic                                      - 60%

 !     "We’re very happy with our success, but I’ll be honest and say we haven’t even touched the
     potential. The potential is tremendous to be even more successful with the realm of content we
                  can develop for various verticals. The possibilities just go on and on.“
                              – Alan Gehring, Marketing Director, Makana Solutions




                                      #sherpawebinar
Want to make better tactical SEO decisions?
        Incorporate data into your process.
Example of using data in process decisions
       Chart: Mix of content products used as part of total search marketing strategy

                         60%
                                 Sphere size indicates level of usage
                                                                           Customer
                                                                            Reviews

                         50%
                                                                        Web
                                                                        Pages
                                                                                                                                           Knowing that content
                                                                                                         Webinars/      White Papers        creation is the most
                                                                                                         Wecasts
                                                                                                                                       effective tactic still wouldn’t
                         40%                                                      Microsites                                              tell you which content
Level of Effectiveness




                                                                                                                        Case
                                                                        E-newsletters                 Articles         Studies
                                                                                                                                          products are the most
                                                                                         Blogs
                                                                                                              eBooks
                                                                                                                                          effective and the most
                         30%
                                                        Press
                                                                                                                     Online                 difficult to develop.
                                                       Releases
                                                                                                                     Video
                                     Images                                                     Mobile Web
                                                                   Social Media
                                                                    (not blogs)
                                                                                                  Content                               You need more data to
                         20%                                                                   Digital Magazines
                                                                                                                                        make the right decision.
                                                                                                   Podcasts


                         10%
                               20%            30%        40%              50%            60%               70%                80%
                                                              Degree of Difficulty

                                                        Source: ©2011 MarketingSherpa Search Marketing Benchmark Survey
                                                        Methodology: Fielded April 2011, N=1,530




                                                                                    #sherpawebinar
Go even more granular

          Webinars


          Customer
          Reviews


          Microsites



         E-Newsletters

          Source: ©2011 MarketingSherpa Search Marketing Benchmark Survey
          Methodology: Fielded April 2011, N=1,530




                                    #sherpawebinar
Key Takeaways
When choosing your SEO
tactics, distinguish between –

• What is a good use of your
  money from what is the best
  use

• What is a good use of your
  time from what is the best use

• What is a good use of your
  energy from what is the best
  use




                                 #sherpawebinar
Implementing Smart SEO Tactics
(Insert information about Slingshot SEO)




                            #sherpawebinar
Q.
     How do marketers determine
     which SEO tactics will serve them
     best?




                 #sherpawebinar
A.
     Do the best possible thing for
     your audience that a search
     engine can understand.




                #sherpawebinar
#sherpawebinar
#sherpawebinar
Communicate What You Do


   “Since 1967, our company
   has been committed to           “Our company sells email
   quality products and great      marketing software ad retargeting
   service.”                       strategies that allow you to reach
                                   out to new and current customers
                                   with exceptional delivery rates and
                                   ROI.”




                           #sherpawebinar
#sherpawebinar
#sherpawebinar
Links : SEO
References: Resume




     #sherpawebinar
#sherpawebinar
• Redirects
• Title Tags
• PageSpeed
 •   Load times
• Sitemaps
• Meta data
• Image text
                  #sherpawebinar
#sherpawebinar
A search engine can only read what you serve
it, but its resources are limited.




                   #sherpawebinar
#sherpawebinar
MAKE STRATEGIC
                 DECISIONS.




#sherpawebinar
#sherpawebinar
#sherpawebinar
Summary
• Traffic and leads are the biggest challenges and goals for search marketers

• Leads from SEO are the most important

• A systematic process for planning, executing and evaluating SEO programs
  is lacking in many organizations

• To maximize your investment of time, money and effort going into your
  SEO tactics, use both data and a process.




                              #sherpawebinar
Promo Slide




              #sherpawebinar
Your Turn




            #sherpawebinar
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• Attend the Email Summit 2012
  in Las Vegas, NV
• Save $100 by reserving your
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Seo tactics for optimum results

  • 1. MarketingSherpa Webinars 1. You will receive a link to the webinar recording 2. Please fill out the post-webinar survey 3. Join the MarketingSherpa LinkedIn group for exclusive updates 4. You will receive a webinar-exclusive special offer on the 2012 Search Marketing Benchmark Report – SEO Edition 5. Connect and share • sherpablog.marketingsherpa.com • Twitter @SherpaWebinar ∙ @SlingShotSEO #sherpawebinar
  • 2. SEO Tactics for Optimum Results Sponsored by:
  • 3. Speakers • Kaci Bower, Senior Research Analyst, MarketingSherpa @KaciBower http://www.linkedin.com/in/kacibower Kaci.Bower@MECLABS.com • Jen Doyle, Senior Research Manager, MarketingSherpa @JenLDoyle http://www.linkedin.com/in/jenldoyle Jen.Doyle@MECLABS.com • Jesse Laffen, Manager of Consulting, Slingshot SEO @jlaffen #sherpawebinar
  • 4. Join the conversation on Twitter #SherpaWebinar #sherpawebinar
  • 5. MECLABS - A science lab with a consultancy MECLABS Sciences Group Primary Research Applied Research Conversion Leads Technology Training Strategy Agency Group Group Group Group Group Group • 1,300+ major experiments • 1,000+ case studies • 100+ major research studies • 10,000 sales-paths tested • 500,000 “decision-makers” surveyed • 100+ summit/trainings/webinars/clinics #sherpawebinar
  • 6. MarketingSherpa is a research and publishing organization serving the marketing community • MarketingSherpa’s annual research cycle provides knowledge for continuous marketing improvement #sherpawebinar
  • 7. Today, we’re going to discuss: 1| Top challenges and objectives for search marketers 2| Most important lead sources 3| Using data and processes to inform SEO tactical decisions 4| ABC 5| ABC #sherpawebinar
  • 8. Research Background 1,530 Search marketers were surveyed on: • Challenges and goals for search programs • Lead sources growing in importance • Popularity, effectiveness and difficulty per SEO tactic #sherpawebinar
  • 9. Key finding: Traffic and leads still top objectives Increasing website traffic 53% 72% • SEO program Increasing lead generation 48% objectives frequently 62% addressed the Developing an effective 42% and methodical strategy 27% previous year’s Achieving or increasing measurable 39% challenges head-on ROI 47% Integrating with social media 37% 38% • More traffic and leads Improving brand/product 31% were last year’s top awareness or reputation 55% challenges – and this 29% Increasing online sales revenue 44% year’s top objectives Integrating search marketing 27% analytics into a single dashboard 14% • Developing a strategy Integrating search marketing data with CRM and other marketing … 20% 26% for SEO is a top 17% Challenges from last 12 months challenge, but bottom Increasing offline sales revenue 20% Objectives for next 12 months objective 11% Improving public relations 11% Source: ©2011 MarketingSherpa Search Marketing Benchmark Survey Methodology: Fielded April 2011, N=1,530 #sherpawebinar
  • 10. Key finding: SEO is most valuable lead source Which sources of leads have become more important to you over the last 12 months? SEO Social Trade shows 94% Media Email 28% Tele marketing 21% 85% 79% Direct Mail 23% PPC Blogs 54% 68% Source: ©2011 MarketingSherpa Search Marketing Benchmark Survey Methodology: Fielded April 2011, N=1,530 #sherpawebinar
  • 11. Key finding: Organic search creates 25% of leads What percentage of your organization's total lead volume is generated from organic search? 23% 23% 21% Weighted Average 25% 10% 4% Less than 10% 11% - 25% 26% - 50% 76% - 90% 91% - 100% Source: ©2011 MarketingSherpa Search Marketing Benchmark Survey Methodology: Fielded April 2011, N=1,530 #sherpawebinar
  • 12. Key finding: SEO budgets to increase SEO Social Media Content Marketing 57% will raise 60% will raise 41% will raise budgets budgets budgets (#2 line item) (#1 line item) (#4 line item) Q. How will budgets for the following marketing line items change in the next 12 months? Source: ©2011 MarketingSherpa Search Marketing Benchmark Survey Methodology: Fielded April 2011, N=1,530 #sherpawebinar
  • 13. Marketers depend on SEO. And SEO depends on marketers.
  • 14. Marketers depend on SEO Traffic Leads Rankings Listings SEO depends on marketers Customer research and insight Relevant content Optimized content #sherpawebinar
  • 15. Too many SEO choices can create confusion #sherpawebinar
  • 16. How do you decide which SEO tactics hold the most promise for you? #sherpawebinar
  • 17. Try a simple equation. Data SEO Tactics Process #sherpawebinar
  • 18. Benefits of looking at data first • Harnesses the wisdom of crowds • Challenges biases and preferences • Heightens quantitative analysis • Draws out past successes and challenges to inform present practices and future decisions #sherpawebinar
  • 19. Most popular SEO tactics Q. Which of the following SEO tactics has your organization used? • Keyword research is Keyword/keyphrase research 93% foundational to many of Title tags 81% the most used tactics: Meta description tags 81% URL structure 67% • title tags Internal linking 65% Content creation 60% • meta descriptions External link building 59% • URL structure Social media integration 54% • internal linking Blogging 53% SEO landing pages 51% • Keyword research is not Competitor benchmarking 49% heavily applied towards XML sitemap 46% optimizing other digital Digital asset optimization… 41% assets Source: ©2011 MarketingSherpa Search Marketing Benchmark Survey Methodology: Fielded April 2011, N=1,530 #sherpawebinar
  • 20. Impact of difficulty and effectiveness Sphere size indicates level of usage 60% Light pink = most popular tactics Content 50% creation Keyword and Key point: Title tags keyphrase 40% research SEO landing pages External Most popular SEO tactics Level of Effectiveness Meta URL structure Digital link building are the least difficult to 30% description tags Social asset media Blogging execute in terms of optimization integration Internal linking time, effort and expense. 20% But they are not the most Competitor Benchmarking effective necessarily. 10% 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Degree of Difficulty Source: ©2011 MarketingSherpa Search Marketing Benchmark Survey Methodology: Fielded April 2011, N=1,530 #sherpawebinar
  • 21. Deciding between ease or effectiveness Difficulty Effectiveness 0.8 0.7 Key point: 0.6 0.5 Tradeoffs are a way of life. This is why you 0.4 need a process to help 0.3 you make those tactical 0.2 decisions. 0.1 0 Source: ©2011 MarketingSherpa Search Marketing Benchmark Survey Methodology: Fielded April 2011, N=1,530 #sherpawebinar
  • 22. Benefits of a process • Protects you from jumping straight into action without developing a plan of attack • Arms you with a competitive advantage • Uses data as a context for making and prioritizing decisions #sherpawebinar
  • 23. Organizations with a methodical SEO process 21% • No process • No guidelines Trial Phase The disciplined application of a consistent and methodical process for 48% • Informal process planning, executing and • Few guidelines Transition Phase • Sporadically performed measuring SEO programs still eludes many organizations. 29% • Formal process • Thorough guidelines Strategic Phase • Routinely performed #sherpawebinar
  • 24. Hear the difference? Specificity. Please describe the process your organization uses to plan your SEO strategy. We have a spreadsheet for Watching trends and our website with all of the specific pages listed. We have tweaking as seems Right now it is hit and fields for meta necessary. Doing some tags, keywords, and an overall miss, nothing formal. testing. page description. We also list how we want the images tagged with alt text. We sat down and prioritized our keywords, and we now are working to increase our traffic -- Trial Phase marketer -- Transition Phase marketer about four keywords at a time. -- Strategic Phase marketer #sherpawebinar
  • 25. Impact of a process on effectiveness levels Sphere size indicates level of usage per SEO Tactic 80% Strategic organizations… 70% Content SEO landing pages Keyword creation • Utilize these tactics 60% Title tags research to a greater degree Level of effectiveness per SEO Tactic Content creation 50% Title tags External link building • Have less difficulty 40% Content creation External executing tactics, in Title tags Keyword link terms of time, effort Keyword building 30% research research SEO landing and expense pages 20% SEO • Experience better landing pages outcomes with all 10% External tactics link building 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% -10% Degree of difficulty per SEO Tactic Source: ©2011 MarketingSherpa Search Marketing Benchmark Survey Methodology: Fielded April 2011, N=1,530 Sponsored by: #SherpaWebinar
  • 26. Impact of a process on traffic and conversions % Organizations Rating Leads from Organic Search as Highest-Quality Median Conversion Rate on Organic Traffic Average Conversion Rate on Organic Traffic 12% 30% 10% Key points: 10% 25% 9% 8% Companies with a formal 8% 20% process and guidelines for SEO convert 1.5x more 6% 15% traffic into leads than 5% those without. 4% 4% 10% These leads are 9x more 2% likely to be of the highest 2% 5% quality. 3% 24% 27% 0% 0% TRIAL TRANSITION STRATEGIC We have no process or We have an informal process We have a formal process guidelines for performing SEO with a few guidelines we with thorough guidelines we sporadically perform routinely perform Source: ©2011 MarketingSherpa Search Marketing Benchmark Survey Methodology: Fielded April 2011, N=1,530 #sherpawebinar
  • 27. A systematic approach to SEO ensures results.
  • 28. Case Study: Background  Experiment ID: Makana Solutions Location: MarketingSherpa Case Study Library Test Protocol Number: #CS31765 Research Notes: Problem: Makana provides subscription-based software that helps organizations perform sales compensation planning. But few prospects knew the SaaS solution was available and weren’t actively searching for it. Goal: Become a top destination for advice about sales compensation planning. Approach: Execute 5 steps to revamp website and improve SEO effectiveness. #sherpawebinar
  • 29. Step 1: Content creation Aim: • Help prospects answer questions about their sales compensation planning challenges Methods: • Created and offered content based on best practices for sales compensation planning  Sample sales compensation plans  Educational webinars #sherpawebinar
  • 30. Step 2: Keyword research Aim: • Optimize website around high-value search terms Methods: • Researched broad and longer-tail key terms that reflected targeted searches or specific industry verticals • Identified a list of 600 keywords • Optimized specific web pages around two or three relevant terms per page. #sherpawebinar
  • 31. Step 3: Link building Aim: • Boost inbound links to improve search rankings Methods: • Identified sites with a high Google PageRank from which they could get a link  Online directories  Information sites about sales compensation planning  News sites to target for their press release distribution list #sherpawebinar
  • 32. Step 4: Follow-up on web leads Aim: • Convert trial members to subscribers Methods: • Required visitors to register to receive educational material • Marketed the free software trial to these leads • Kept trial account live until sales rep made contact with the prospects #sherpawebinar
  • 33. Step 5: Continual monitoring Aim: • Highlight the best performing tactics in order to repeat them Methods: • Monitored keyword, inbound links, and outbound campaign results "Repeatability is the key. As a young company, we have to keep growing our traffic and leads." Alan Gehring Marketing Director Makana Solutions #sherpawebinar
  • 34. Results First page ranking for key industry search terms Key performance metrics Change after 3 months of adopting strategy Website traffic + 200% Lead generation rate + 200% Lead conversion rate + 100% Paid search as % of total traffic - 60% ! "We’re very happy with our success, but I’ll be honest and say we haven’t even touched the potential. The potential is tremendous to be even more successful with the realm of content we can develop for various verticals. The possibilities just go on and on.“ – Alan Gehring, Marketing Director, Makana Solutions #sherpawebinar
  • 35. Want to make better tactical SEO decisions? Incorporate data into your process.
  • 36. Example of using data in process decisions Chart: Mix of content products used as part of total search marketing strategy 60% Sphere size indicates level of usage Customer Reviews 50% Web Pages Knowing that content Webinars/ White Papers creation is the most Wecasts effective tactic still wouldn’t 40% Microsites tell you which content Level of Effectiveness Case E-newsletters Articles Studies products are the most Blogs eBooks effective and the most 30% Press Online difficult to develop. Releases Video Images Mobile Web Social Media (not blogs) Content You need more data to 20% Digital Magazines make the right decision. Podcasts 10% 20% 30% 40% 50% 60% 70% 80% Degree of Difficulty Source: ©2011 MarketingSherpa Search Marketing Benchmark Survey Methodology: Fielded April 2011, N=1,530 #sherpawebinar
  • 37. Go even more granular Webinars Customer Reviews Microsites E-Newsletters Source: ©2011 MarketingSherpa Search Marketing Benchmark Survey Methodology: Fielded April 2011, N=1,530 #sherpawebinar
  • 38. Key Takeaways When choosing your SEO tactics, distinguish between – • What is a good use of your money from what is the best use • What is a good use of your time from what is the best use • What is a good use of your energy from what is the best use #sherpawebinar
  • 40. (Insert information about Slingshot SEO) #sherpawebinar
  • 41. Q. How do marketers determine which SEO tactics will serve them best? #sherpawebinar
  • 42. A. Do the best possible thing for your audience that a search engine can understand. #sherpawebinar
  • 45. Communicate What You Do “Since 1967, our company has been committed to “Our company sells email quality products and great marketing software ad retargeting service.” strategies that allow you to reach out to new and current customers with exceptional delivery rates and ROI.” #sherpawebinar
  • 48. Links : SEO References: Resume #sherpawebinar
  • 50. • Redirects • Title Tags • PageSpeed • Load times • Sitemaps • Meta data • Image text #sherpawebinar
  • 52. A search engine can only read what you serve it, but its resources are limited. #sherpawebinar
  • 54. MAKE STRATEGIC DECISIONS. #sherpawebinar
  • 57. Summary • Traffic and leads are the biggest challenges and goals for search marketers • Leads from SEO are the most important • A systematic process for planning, executing and evaluating SEO programs is lacking in many organizations • To maximize your investment of time, money and effort going into your SEO tactics, use both data and a process. #sherpawebinar
  • 58. Promo Slide #sherpawebinar
  • 59. Your Turn #sherpawebinar
  • 60. MarketingSherpa Email Summit 2012 • Attend the Email Summit 2012 in Las Vegas, NV • Save $100 by reserving your ticket before December 31 #sherpawebinar

Editor's Notes

  1. So adding in the dimensions of difficulty and effectiveness really can change things up. It also raises some important practical questions: do you go for ease or do you go for effectiveness? Let’s say you opt for effectiveness. After looking at this research data, you’re jazzed because now you know which SEO tactics are the most fruitful, the most productive. You’ve got resources, both time and money, that you can put on these, so difficulty does not have to a roadblock for you. But what happens if that’s not the case for you? Perhaps you’re a smaller organization, and resources are tight. When you look at the data on this chart, what does it tell you to do? Do you take the easier path, so you’re at least doing something and making some impact? Maybe you bust through the tactics on the far right of the horizontal axis – those that take less time, money and effort - so you can do more of them? Or do you put everything you have into one or two of the most effective? We could on and on with questions and scenarios. But the bottomline is this.
  2. Most often, the answer is “Do the best possible thing for your audience that a search engine can understand.” Google is an algorithm that tries to measure what human beings like or value. Since Google is attempting to think like a human, don’t get caught up being the human trying to think like a robot that’s trying to think like a human. Do great marketing and if I doesn’t rank today, it will soon, and it will stay ranked as long as humans like it.
  3. Content: Talk about your competency. When you’re making an SEO tactics decision, spend resources communicating to a search engine what you do. Example: “since 1967, our company has been committed to quality products and great service” versus “our company sells email marketing software ad retargeting strategies that allow you to reach out to new and current customers with exceptional delivery rates and ROI.”
  4. Links: references on a resume. Make tactical decisions based on a balance of link quality and longevity. Quantities of links are not as powerful today as they were in years past.
  5. Links from your business partners lend their credibility as a reference Google counts as credibility for your brand.
  6. Architecture: A search engine can only read what you serve it, but its resources are limited. Spend resources only on SEO tactics that produce the kinds of digital signals that can be absorbed by search engine spiders
  7. Social: the frontier of search. Web 2.0 matters to search engines because it’s a better indication of what’s popular to the general public. Most SEO can incorporate social, so make strategic decisions about SEO that can leverage social signals as well:
  8. Strategy : Right side of the box, get your house in order first to sustain your tactical decisions