2. Mike Moran
What is SEO Project Management?
Embedding SEO into marketing strategy
Planning your SEO program
Making SEO operational
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3. Mike Moran
SEO Project Management
Embedding SEO into Marketing Strategy
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4. Mike Moran
Direct marketing underlies your strategy
Does direct
marketing have
lessons to teach
search marketers?
Direct mail Catalogs
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5. Mike Moran
Direct marketers always think metrics at the start
Target your first campaign
Assess your current situation
Calculate your opportunity
Define Constantly
Try different Get real
numeric look at
approaches feedback
objectives performance
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6. Mike Moran
What are your conversions?
Online sales Download a
white paper
Find a store
Fill out a
Find a dealer contact form
Find a partner
Phone call
Affiliate link
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7. How do you use visitor and conversion metrics?
Visitors 1000
Conversion Rate 1%
Conversions 10
Base
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8. How do you use visitor and conversion metrics?
Increase your
conversion rate
Visitors 1000 1000
Conversion Rate 1% 2%
Conversions 10 20
Base
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9. How do you use visitor and conversion metrics?
Increase your
conversion rate Increase your
traffic
Visitors 1000 1000 2000
Conversion Rate 1% 2% 1%
Conversions 10 20 20
Base
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10. How do you use visitor and conversion metrics?
Increase your
conversion rate Increase your
traffic
Or both
Visitors 1000 1000 2000 2000
Conversion Rate 1% 2% 1% 2%
Conversions 10 20 20 40
Base
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13. Mike Moran
What is your Web Conversion cycle? For your
site?
Land
Online PC Consulting?
Land
Sales?
Learn
Learn
Use
Shop
Engage
Get Select
Buy
Some sites lead to offline activity
14. How do you track offline conversions to the Web?
The easiest way is for you to
contact the customer
If the customer switches channels,
entice the customer to:
Print the product’s
specifications to bring to the
dealer
Print a coupon to present at
the retailer
Call a special phone number
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15. Use SEO to drive conversions
How many search visitors come to buy?
The right search result puts the visitor in the ―Learn‖
Search stage to view a product page.
How many customers that view a
Learn product page put items in their
carts?
Use
And how many check out?
Shop
Multiply by your average revenue
Get and you have the impact of search
on revenue.
Buy
Increasing the success rate at any stage
increases the overall conversion rate
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17. Mike Moran
Choose the scope of your overall SEO program
A single product
line? Digital Cameras
Business unit? Home Theatres
DVD Players
Country market?
Televisions
The entire
enterprise? Time
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18. Mike Moran
What are the basic steps of each campaign?
Get Pages
Indexed
Make sure your pages are in the
search indexes
Choose
Keywords
Identify the words that searchers use
to find you
Optimize
Content
Use those words in the right places on
your Web pages
Attract Create content that others will link to
Links
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19. Mike Moran
Decide what tasks you must centralize
Task Functional Product- Multinational Conglomerate
Oriented
Targeting Central Central Extended Central
search engines
Planning Central Extended Extended Central
keywords
Reporting Central Central Central Extended
metrics
Defining Central Central Central Extended
standards
Organization type influences the right place for each task
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20. Mike Moran
How does a company plan an SEO program?
Example: Snap Electronics
A fictional electronics manufacturer
Well-known brand name
Large Web site with heavy online sales
High-end, innovative, easy-to-use products
―Our products are a snap!‖
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21. Mike Moran
Choose the target area of your site
Pick something high profile
Ensure the impact is measurable
Keep it simple
Make it practical
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22. Mike Moran
How much search traffic do you already get?
Your metrics facility can tell you your current traffic
You can project your missed opportunities:
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23. Mike Moran
Check to see where your competitors are
Competitors rank much higher for digital camera
than Snap does
That likely means you can improve
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24. Mike Moran
How much more traffic can you get?
Project the traffic improvement for each keyword
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25. Mike Moran
Then project the value of the resulting conversions
To know what the value of search marketing is worth,
you must calculate the conversion rate and its value
You can use this to justify the investment and to check
your return on investment later
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26. Mike Moran
Project your costs
You already projected your revenues
Now you need to see the other side
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27. Mike Moran
Put together your revenue and expenses
Your mileage may vary, but the number will be big
for you
This won’t persuade everyone, but it’s a start
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28. Mike Moran
Put together your plan
Don’t skimp on details
for execution
Anyone can cook a
spreadsheet to
forecast success
Make sure that your
plan is detailed and
believable
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29. Mike Moran
SEO Project Management
Making SEO Operational
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32. Large companies need a search marketing council
Central Search Team
Product Lines
Geographies AP EMEA Americas
Campaign Content
Best practices
development optimization
Paid Search Organic Search
Program Management Content Management
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37. Mike Moran
Centralize keyword management
Pick the must-win keywords and the landing page
for each one
Stopping bidding wars between business units in
paid search might justify your program by itself
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38. Mike Moran
Assess your content with metrics
Build or buy an automated program that regularly inspects
your content
Check compliance to all key standards:
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39. Mike Moran
Rank checking alerts you to sudden movements
You can check manually, but automated rank
checking programs save you effort
Increasing personalization is making ranking
harder to measure than in the good old days
Observe changes in your rankings or your
competitors’
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40. Mike Moran
Assess your referrals and conversion metrics
Use the Web Conversion Cycle to use your added
search referrals to show the revenue and costs for
each conversion
Use this to compare to the projections you made
and to detect any changes (positive or negative)
that need attention
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41. Mike Moran
Monitor search referrals and conversions regularly
Overall
By keyword
By search engine If you see
referrals and
Organic vs. paid conversions out
of sync, it can be
worth examining
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43. Mike Moran
Slowly change organizational behavior
Change the rules
Set benchmarks
Review business unit scorecards
Demand improvement
Repeat
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44. Mike Moran
Summing up SEO Project Management
Embed SEO into your marketing strategy
Plan your SEO program
Make SEO operational
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