SEO results don't come easy - especially if your C-suite doesn't believe in SEO! This deck came from a recent webinar featuring marketers from Home Depot, Marketo, and Grasshopper. Home Depot’s Erin Everhart will share SEO quick wins that organizations large and small can use, and talk about how she builds trust and demonstrates the value of SEO projects. Mike Tomita, Digital Marketing Manager, MarketoMarketo’s Mike Tomita will share how he built cross-department collaboration and fostered internal momentum for SEO projects – and realized increased traffic growth. Matt Koulas, SEO Manager, GrasshopperMatt Koulas will demonstrate how Grasshopper’s virtual events increased engagement, attracted new leads, and increased Grasshopper.com’s SEO presence. Nate Dame, CEO & Founder, PropectaFinally, Nate Dame will share the modern SEO mindset, the new 80/20 rule of SEO, and what he has learned helping clients navigate growth the most tumultuous years of change in the world of SEO. Marketo just experienced 100% year-over-year growth in SEO traffic for the last two years. Register now to learn how these brands make it happen!

1. How Leading Brands
Earn High SEO
Rankings

2. Erin Everhart
● Lead Digital Marketing
Manager – SEO at The Home
Depot
● Was the Director of Digital
Marketing at the 352 Inc.
● Regular columnist at Search
Engine Land
@ErinEver

3. Mike Tomita
● Sr. Marketing Manager at
Marketo, the leader in digital
marketing software
● Experienced in SEO, SEM,
conversion optimization, and
social marketing
@Marketo

4. Matt Koulas
● Search Marketing Manager
at Grasshopper
● Has years of both in-house
and external SEO
experience, focuses on
sustainable growth
strategies
@MattKoulas

5. Nate Dame
● CEO and Founder of
Propecta
● Regular speaker and
columnist
● Oversees client strategy and
thought leadership
@seonate

6. Proving The
Value of SEO
(The struggle is very real, you guys)
@erinever
Erin Everhart

7. Everyone says SEO is important
@erinever

8. But budgets don’t back it up
@erinever

9. Set the right expectations
@erinever

10. Speak their language
@erinever

11. Make the most of your time
@erinever

12. Take things one bite at a time
@erinever

13. Show a competitor beating you
@erinever

14. Use data to your benefit
@erinever

15. This used to be all we needed
@erinever

16. Now, we’re drowning in data
@erinever

17. And leaving people dumbfounded
@erinever

18. Why are we showing them this?
@erinever

19. This isn’t any better folks
@erinever

20. Give them information, not data
@erinever

21. Show impact on overall business,
not just SEO
@erinever

22. Relate visits back to revenue
@erinever

23. Remember: Online metrics don’t live
in a bubble
@erinever

24. Making SEO
Everyone’s Job
@Marketo
Mike Tomita

25. The Spark That Set The Fire
“I just searched for
[INSERT KEYWORD]
on Google and we are below
Competitor X. Why?”

26. Crisis or Opportunity?
Crisitunity?

27. Crisis Response
1. Concerned but optimistic introduction
2. List of SEO tasks to improve specified keyword rank
3. List of recent SEO wins
4. Commitment to provide performance updates

28. Influencing The HIPPO
Highest
Paid
Person’s
Opinion

29. Crisitunity Response
1. Concerned but optimistic introduction
2. List of highest impact, non-keyword specific tasks that
require executive support
3. Impact of above tasks on specified keyword rank
4. Impact of above tasks on company business objectives
5. Ask for the stars

30. Yes, I am “That Guy”
I love what you’re doing
and I think it could
really benefit our SEO
efforts!
What do you think
about doing X instead
of Y?
Here’s how that will
help both of us!

31. Identifying Allies
Demand Gen
Content Marketing
Product Marketing
Web Dev
PR / Social Media
Funds SEO
Produces website content & blog posts
Names the products & creates the pitch
Controls the website
Tells the high level story
Team SEO Role

32. Getting Cross-Functional Support

33. SEO By Any Other Name…
Demand Gen
Content Marketing
Product Marketing
Web Dev
PR / Social Media
Generate more leads
Drive subscriptions & downloads
Update competitive positioning
Improve website performance
Refine persona based messaging
Team Stated Project Objective

34. We’re All On The Same Team

35. Get More Out of
Your Content
Matt Koulas
@MattKoulas

36. When Talking About Content...
You’ll hear a lot of
people say...

37. Tah Dah!
“We have a blog…”

38. What They Really Said...

39. Have a Vision.
With no destination set, you’ll never get
anywhere.

40. Be Strategic.
1. Set your goal
2. Set a target audience
3. Research what they need/want to know
4. Create comprehensive content which
answers questions or satisfies needs
5. Bombard them with your branding
5. Ensure your brand ties into the content

41. Create Useful Resources.

42. Think About The Consumer.
What will help them most?
- Are they marketers, business owners, both?
- Do they need videos, pictures, articles,
checklists, kittens, etc?
- Are they reading and then taking action, or
printing for later? ...Is your content printer-
friendly?
- Have you surveyed your users?

43. Know Your Goals.

44. Example: JUMP

45. Example: Fireside Chats

46. And Then...

47. So What is a Fireside Chat Overall?
They are…
● Brand Building
● Link Getting
● Customer Helping
● Email List Developing
● SEO Value Rising
...pieces of content.

48. But Matt, What About Results?!?@#!
● Traffic: 50,000+ visits in 2015
● Conversions: 46 signups
● Links: 120+ unique domains
● Social:
- FB Shares: 800+
- FB Likes: 2,800+
- Tweets: 1,100+
- LinkedIn: 350+

49. So Remember…
HAVE A VISION.

50. So Remember…
BE STRATEGIC.

51. So Remember…
GET RESULTS.

52. The New Era of
SEO
@seonate
Nate Dame

53. Everything We Know about SEO
Has Changed

54. State of Search
From Nate’s Search Engine Land column, They Fooled Us All: Why Google May No
Longer Announce Major Algorithm Updates

55. Prediction: More False Positives,
More Confusion over “Updates”
Source 1
Source 2

56. Google’s Rank-Modifying Spammers
Patent
What you’d expect.
Edit a page
Google rank
increase or
decreases

57. Google’s Rank-Modifying Spammers
Patent
What really happens.
Edit a page
Google ranking
moves up or
down at random
for an indefinite
period of time
At some point,
your page’s new
ranking settles

59. Path to SEO Success

60. New 80/20 Rule of SEO

61. Technical
SEO
Engagement
SEO

62. Technical SEO
Important, but not impressive

63. Engagement SEO
My page is the best content that meets the
user’s specific needs
My page is the most popular page when
compared with competing content

64. Learn
Test!

65. Beyond the Keyword: User Intent

66. Earn That Popularity
● Strong relationships with high-value
influencers
● Promotion is gas on the fire
● Study the emotional triggers that work

67. Audit Efforts.

68. Where Are We Going?

69. Audit Results.

70. See a Live Demo of
Propecta’s SEO Services
Wednesday, May 20
2pm ET / 1pm CT / 11am PT
Sign up: propecta.com/live-demo

71. @ErinEver
Erin Everhart Mike Tomita Matt Koulas Nate Dame
@Marketo @MattKoulas @seonate

72. Thank you!
@ErinEver
Erin Everhart Mike Tomita Matt Koulas Nate Dame
@Marketo @MattKoulas @seonate