1. SEO Habits of
World Class Companies
Alex Dunks
Director, SEO
December 3rd, 2013
#123webinar | @webmarketing123

2. Frequently Asked Questions (FAQs)
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3. About Us
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4. We are a Full Service
Digital Marketing Agency:
Search Engine Optimization
Paid Search / Display Advertising
Social Media Marketing
Top 500 Fastest Growing
Private US Companies
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5. What sets
us apart?
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6. We deliver on
revenue.
Not just leads & traffic.
Each campaign includes:
Business Research + Strategy
Custom Scorecard Tracking
Attribution + Data-driven Optimizations
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7. 7 SEO Habits of World Class Companies
1
Making SEO a Company Priority
2
Setting Clear Goals & Expectations
3
Understanding SEO Opportunity
4
Evaluating SEO Success by Revenue
5
Focusing on Content Creation
6
Staying Flexible
7
Knowing When to Lean on Experts
#123webinar | @webmarketing123

8. 7 SEO Habits of World Class Companies
1
Making SEO a Company Priority
2
Setting Clear Goals & Expectations
3
Understanding SEO Opportunity
4
Evaluating SEO Success by Revenue
5
Focusing on Content Creation
6
Staying Flexible
7
Knowing When to Lean on Experts
#123webinar | @webmarketing123

9. Habit #1
Making SEO a company-wide priority.
World class companies understand why Search is important.
4 Billion Searches
on Google Every
*Moz
Day
~90% of Clicks* Happen on
the 1st Page of Search
Results
*Brandsofttech, Cornell
60% of Clicks are
on Top 3 Results
*Cornell
#123webinar | @webmarketing123

10. Habit #1
Making SEO a company-wide priority.
But, knowing SEO’s value is not enough. The top performing
companies get all stakeholders to buy-in.
All conduct a 1-2 Day “accelerator” workshop to:
 Get all the right players in the
room
 Force decision making
 Compress launch time by 1530x
 Secure buy-in from the start
#123webinar | @webmarketing123

11. 7 SEO Habits of World Class Companies
1
Making SEO a Company Priority
2
Setting Clear Goals & Expectations
3
Understanding SEO Opportunity
4
Evaluating SEO Success by Revenue
5
Focusing on Content Creation
6
Staying Flexible
7
Knowing When to Lean on Experts
#123webinar | @webmarketing123

12. Habit #2
Setting clear goals & expectations.
The “Accelerator” Workshop helps:
 Standardize metrics (custom KPIs per unique business)
 Create common vision, shared goals
 Detail accountability (who owns what)
What
benchmarks
should we
use?
What will
winning
look like?
First three pieces of content we recommend:
Which
KPIs are
priority?
What are
the next
steps?
#123webinar | @webmarketing123

13. 7 SEO Habits of World Class Companies
1
Making SEO a Company Priority
2
Setting Clear Goals & Expectations
3
Understanding SEO Opportunity
4
Evaluating SEO Success by Revenue
5
Focusing on Content Creation
6
Staying Flexible
7
Knowing When to Lean on Experts
#123webinar | @webmarketing123

14. Habit #3
Understanding the Sales Funnel & SEO
Opportunity
Top performers know their sales pipeline like the back of their hand.
#123webinar | @webmarketing123

15. Habit #3
Understanding the Sales Funnel & SEO
Opportunity
Top performers know their sales pipeline like the back of their hand.
And they know the “cost of not ranking on page 1”
71,729 new website visitors
1,793 new leads
269 new qualified leads
27 new deals
2,700,000 monthly revenue
32,400,000 annual revenue
#123webinar | @webmarketing123

16. 7 SEO Habits of World Class Companies
1
Making SEO a Company Priority
2
Setting Clear Goals & Expectations
3
Understanding SEO Opportunity
4
Evaluating SEO Success by Revenue
5
Focusing on Content Creation
6
Staying Flexible
7
Knowing When to Lean on Experts
#123webinar | @webmarketing123

17. Habit #4
Evaluating SEO in terms of revenue.
Top companies know which channels and campaigns drive the most
revenue for their business.
Measuring SEO success by the following metrics is no longer effective:
•
•
•
Number of keywords on page 1
Traffic to your website
Leads
Measure the money metrics:
$
Qualified Leads (SQL/MQL)
Sales Pipeline
Closed Deal Revenue
TIP: In order to measure which campaigns generate revenue, set-up your CRM
system so that you can track closed deals back to the campaigns that influenced
them. Then, you can start allocating your marketing dollars most effectively.
#123webinar | @webmarketing123

18. Habit #4
Evaluating SEO in terms of revenue.
Here’s how it works.
GOOGLE ANALYTICS- - - - - - - - - - - - - - - - - - - - - - - - - |
FULL ATTRIBUTION - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - -|
#123webinar | @webmarketing123

19. Habit #4
Evaluating SEO in terms of revenue.
Tie entry page conversions to revenue in CRM & attribute to mapped
keywords.
You MUST map
keywords!
#123webinar | @webmarketing123
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20. 7 SEO Habits of World Class Companies
1
Making SEO a Company Priority
2
Setting Clear Goals & Expectations
3
Understanding SEO Opportunity
4
Evaluating SEO Success by Revenue
5
Focusing on Content Creation
6
Staying Flexible
7
Knowing When to Lean on Experts
#123webinar | @webmarketing123

21. Habit #5
Focusing on Content Generation.
They embrace the new self-informed buyer.
B2B buyers get as far as 60% of the way through their purchase
decision before contacting a sales representative
60%
Source: Corporate Executive Board, The Most Important
Number in Marketing, Aug. 2011
First three pieces of content we recommend:
Your content needs to do the selling for you.
Awareness
Consideration
#123webinar | @webmarketing123
Purchase

22. Habit #5
Focusing on Content Generation.
…and it works.
B2B companies with an active
content curation strategy
generate 67% more leads
per month than those who do
not.
(Hubspot, socialmediab2b.com)
Content isn’t just for prospects.
Content is also for search engines.
No content
#123webinar | @webmarketing123
Yes content

23. Habit #5
Focusing on Content Generation.
Google algorithm updates increasingly favor quality content.
Quality Content – Create unique, fresh, & frequent content. Factors
like length, & relevance play a role, too.
Site Metrics – Optimize the UX. Improve time on site, bounce rate,
load time, etc.
Authority & Verification – Claim original content with authorship
markup.
#123webinar | @webmarketing123

24. Habit #5
Focusing on Content Generation.
Conduct a content gap analysis.
1. Let’s use an insurance company as an example.
You have 10 topics out of a possible 30 covered.
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25. Habit #5
Focusing on Content Generation.
2. Define all buyer personas.
Risk Buyer
Value Buyer
IndustrySpecific Buyer
20 topics
3 personas
60 Content
Pieces
So far…
All of this boils down to 2 MAJOR CMO Challenges:
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26. Habit #5
Focusing on Content Generation.
3. Craft content for each buying
phase.
60 pieces
3 stages
180 Content
Pieces
How do I track 180 pieces?
All of this boils down to 2 MAJOR CMO Challenges:
#123webinar | @webmarketing123
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27. Habit #5
Focusing on Content Generation.
4. Use the content calendar to assign ownership.
Remember:
This is JUST
enough content
to cover your
bases. Stay
organized &
keep moving!
#123webinar | @webmarketing123
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28. Habit #5
Focusing on Content Generation.
Marketers rank “producing enough content” as their #2 content marketing
challenge.
Can’t keep up with content production?
You’re not alone.
#123webinar | @webmarketing123

29. Habit #5
Focusing on Content Generation.
Over half of marketers plan to invest more in content next year.
58% of B2B marketers will
increase their content
marketing budget.
On average, 30% of B2B
marketing budgets are
dedicated to content.
#123webinar | @webmarketing123

30. 7 SEO Habits of World Class Companies
1
Making SEO a Company Priority
2
Setting Clear Goals & Expectations
3
Understanding SEO Opportunity
4
Evaluating SEO Success by Revenue
5
Focusing on Content Creation
6
Staying Flexible
7
Knowing When to Lean on Experts
#123webinar | @webmarketing123

31. Habit #6
Flexibility.
Top performers identify highest performing campaigns and increase
investment in what’s working. They also test frequently and don’t let
perfect get in the way of better.
Dynamic resource allocation:
First three pieces of content we recommend:
Campaign
Revenue
Opportunity
KW Theme A
$85,000
$
KW Theme B
$60,000
$
KW Theme C
$275,000
$
Allocation
$
$
$
$
Trusting objective data is your ticket to success!
#123webinar | @webmarketing123

32. 7 SEO Habits of World Class Companies
1
Making SEO a Company Priority
2
Setting Clear Goals & Expectations
3
Understanding SEO Opportunity
4
Evaluating SEO Success by Revenue
5
Focusing on Content Creation
6
Staying Flexible
7
Knowing When to Lean on Experts
#123webinar | @webmarketing123

33. Habit #7
Knowing when to lean on experts.
When done right, SEO can be a large undertaking with several moving parts:




Content creation.
Engaging social media.
Proper keyword strategy.
Just to name a few.
Digital marketing agencies specialize in providing all of these
services and ensuring more cost-effective results.
#123webinar | @webmarketing123

34. THANK YOU
Alex Dunks
Director, SEO
Uncover your missed opportunity for SEO & SEM.
Sign up for a complimentary
SEO consultation.
Email results@webmarketing123.com or call 800.619.1570
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