The Total Economic Impact of Botify

April 23, 2020
Frank Vitovitch,
VP, Solutions at Botify
The Total Economic
Impact Of Botify
Webinar
Collin Colburn,
Senior Analyst
Corey McNair,
Consultant

2© 2020 Forrester. Reproduction Prohibited. 2
Agenda
Botify overview
Market trends
What is TEI?
Analysis
Question and answer

3
“Every single day, everyone
touching the website is doing SEO,
whether they know it or not. They
are either making multi-million
dollar decisions that help SEO or
hurt it.”
The power of SEO
Jessica Bowman, author of
The Executive SEO Playbook

Who is Botify?
Botify changed the face of SEO when we introduced our full-funnel
methodology and integrated data platform in 2012.
Keyword Stuffing
Link Building
Content-First Focus
Full Funnel SEO
Late ‘90s - 2010 2012 2020
Enterprise SEO
Platform of Record
Unified Data
Prescriptive Insights
Automated Tasks

Who is Botify?
5
$27M
in venture-backed
funding
180
people in
5 locations
500+
customers in
30 countries
Botify is the enterprise SEO
platform that unlocks revenue
potential for your website by
serving as the interface that
automatically connects search
engines and websites.
Crawl
Render
IndexRank
Convert UNIFIED
DATA
AUTOMATED
TASKS
PRESCRIPTIVE
INSIGHTS

14% of enterprises are categorized as “Optimizers,” investing in SEO
across people, process, and technology… and driving revenue!
work closely with
their dev teams
have a company-wide
SEO strategy
believe SEO is the most
effective revenue
generation strategy
have 10 or more people on
the SEO team
66% 51%
75%
63%
6
A Forrester Consulting Thought Leadership Paper
Commissioned By Botify
Realize Greater Revenue By Prioritizing SEO
Creating a strong SEO foundation is key to unlocking revenue

of pages on the average website are not
getting any traffic from search engines
Your website isn’t
reaching its full potential
7
*Based on Botify’s analysis of 6.2B Googlebot requests across
413M web pages June 2018 “How Does Google Crawl the Web?”
23%
Active Pages
77%
Inactive Pages
In fact…

8
ALL PAGES ON YOUR WEBSITE
100% Investment
51% Not Crawled
37% Non-Compliant
Only 23% Active
IN OTHER WORDS
Only 23% of your
website is working
towards driving
conversions from
search traffic
How can this be true?

9
ALL PAGES ON YOUR WEBSITE
100% Investment
51% Not Crawled
37% Non-Compliant
Only 23% Active
It’s impossible to know this about your
site, and why, if you don’t have all your
data (crawls, log files, SERP
performance, website analytics) in a
single location, over time.
Do you have the data you need to make
important decisions?
How can this be true?

Outdated solutions that don’t solve the
fundamental problems
10
What’s causing this?
Micro Focus:
Disparate page
optimization
Your
Website
Only 23% of
pages active
Conversions

Botify’s 5-step methodology
11
The New Paradigm:
Macro Focus:
Holistic website
optimization
Render
Index
Convert
Your
Website
Conversions
Activate all critical
pages
Crawl
Rank
By optimizing
each step, you will
see incrementally
positive results
throughout

YOURSITE’SPAGES
12
The upstream efforts have a compounding
effect
Crawled
TRAFFIC
Impressions Traffic Conversions
Compliant Active
0
100%
The New Paradigm:

YOURSITE’SPAGES
Case Study
Crawled
TRAFFIC
TrafficActive
25.3% 3.7MM
87.9%
45.8%
22.4%
9.3MM
0
10MM
0
100%
+347%
+204%
+250%
13
250% increase in traffic
The New Paradigm:

Forrester team
© 2020 Forrester. Reproduction Prohibited. 14
Collin Colburn
Senior analyst serving B2C
marketing professionals,
specifically on performance
marketing.
Corey McNair
Consultant on Forrester’s Total
Economic Impact™ team,
building business cases for tech
vendors.

Agenda
Botify overview
Market trends
What is TEI?
Analysis
Question and answer

Why SEO Matters
Even More In 2020
Collin Colburn, Senior Analyst

Poll

The global economy has come to a grinding halt due to
COVID-19

19
COVID-19 effects on
marketing
• 58% of brand marketers said they will be
reducing their marketing spending
• Advertisers are adjusting media budgets down,
driven partially by the lack of live sports
• One upside: This has forced marketing teams
into new Agile ways of getting things done, and
will be the new norm
Sources: Digiday; IRI; Forrester leadership boards

20© 2020 Forrester. Reproduction Prohibited.
There is light with organic marketing

Consumers tend to avoid advertising anyway
What best describes your behavior when you see or hear this type of advertising? (Highest two ratings
combined/lowest two ratings combined)
Source: Consumer Technographics Benchmark Survey (Part 1), 2020
Country: US | Base: 97324 Online adults
26%
27%
31%
32%
33%
34%
36%
40%
42%
44%
45%
47%
49%
51%
52%
In-store ads
Outdoor ads
Ads in magazines
Ads on AM/FM/Digital Audio (DAB) or satellite radio
Ads in online radio
Ads on TV shows or movies over the air, via cable, or DVR
Ads while streaming TV shows or movies
Ads on social media sites
Ads in mobile games
Direct mail ads
Ads before or during online videos
Ads in search engine results
Ads in mobile apps
Ads I get via email
Ads on websites
I avoid this type of advertising (-2,-1)

The current environment places extra importance on
organic search
Your website is the primary place
that your customer experiences
your brand now
Customers need to find your
website for the most current
information
As we begin to re-open, customers
will turn to organic search results for
critical information regarding hours,
location details, and available
products

Organic search plays an
important role in normal
times, too

Customers turn to organic search through the
customer lifecycle

SEO will be critical as emerging technologies
proliferate

A strong SEO foundation can help with branding
goals too
Answer box
Current news
Website
Local map pack

27
27© 2019 FORRESTER. REPRODUCTION PROHIBITED.
Why else?
› It helps you reach people when they are in-market for a product or
solution you provide
› It provides long-term value
• SEO efforts today continue to influence search engine results for years
› SEO is typically 1/10 to 1/100 of the cost of paid media
› A search engine-friendly site also improves user experience

Take the time now to
sharpen your SEO process

Align on best practices
• Educate cross-functional teams on the SEO
process and best practices
• Rely on technical best practices to deliver a
good user experience
• Use content best practices to improve the
visibility of your website
Source: Ten SEO Best Practices That Your Site Can’t Live Without

Determine the right
long-term organizational
structure
• An outsourced model is good for companies
that lack skills our resources to manage the
SEO process
• A hybrid structure is most common and
leverages a vendor or agency’s resources to
help guide strategy and tactical
recommendations
• An insourced organization is where the
marketing team owns the entire SEO process
Source: Top-Notch SEO Requires Seamless Coordination, Not Another
Siloed Team

Rely on three metrics to
understand SEO success
• Incremental revenue gains
• Brand health
• Share of voice
Source: Derive Earned Media’s True Value

Agenda
Botify overview
Market trends
What is TEI?
Analysis
Question and answer
For a full explanation of methodology
and details on model calculations,
please refer to the full case study (The
Total Economic Impact of Botify, April
2020).

RISKS
The objective of the TEI framework is to identify
all of the factors that affect an investment decision
TOTAL
ECONOMIC
IMPACTTM
(TEI)
BENEFITS
FLEXIBILITY
COSTS

Forrester took a multistep approach to evaluate the
impact of Botify
START
Due
diligence
Customer
interview(s)
Create
composite
Create
financial
model
Write
case
study
Review
and
finalize

Disclosures
The audience should be aware of the following:
• This document is an abridged webinar version of a full case study (Forrester Total Economic Impact of
Botify, April 2020).
• The study is commissioned by Botify and delivered by the Forrester Consulting group.
• Forrester makes no assumptions as to the potential return on investment that other organizations will
receive. Forrester strongly advises that readers should use their own estimates within the framework
provided in the report to determine the appropriateness of an investment in Botify.
• Botify reviewed and provided feedback to Forrester, but Forrester maintains editorial control over the
study and its findings and does not accept changes to the study that contradict Forrester’s findings or
obscure the meaning of the study.
• The customer names for the interviews was provided by Botify.
• Forrester does not endorse Botify.

Agenda
Botify overview
Market trends
What is TEI?
Analysis
Question and answer
For a full explanation of methodology
and details on model calculations,
please refer to the full case study (The
Total Economic Impact of Botify, April
2020).

Forrester has determined the following three-year
impact from the Botify investment
ROI
584%
Return on investment
PAYBACK
<3 months
Payback period
NPV
$1.7M
Net present value

Forrester interviewed four Botify customers
Automotive
Retail
Retail
Travel
Head of SEO
Unique monthly site visitors: 14 million
Global Head of SEO
Unique monthly site visitors: 1.5 million
Manager, Technical SEO
Head of SEO

The Customer Journey
KEY DRIVERS
•Falling traffic and conversions from
poor SERP performance
•Inefficiency with website analysis
•Poor website rendering analysis
•Getting the right pages indexed
SOLUTION REQUIREMENTS
•Conducts site-wide analysis
quickly and comprehensively
•Provides specific, actionable
insights
•Helps improve the user experience
KEY RESULTS
•Improved SERP results and site traffic
•Improved efficiency with website
analysis
•Dramatic reduction in number of
unintended indexed pages
•Thorough website rending analysis
The customers shared experiences before and after
using Botify

“With Botify, it suggests keywords and
places on our site for where we should
be putting them.
It can take as little as a week to see
results; without Botify it would take
much longer to connect keywords to
pages for improvement.”
— Head of SEO, travel industry

Forrester created a composite organization
representative of customer interviewees
$1 billion
ECOMMERCE SALES
1,000,000 pages
on website
30 MILLION
ORGANIC SEARCH
VISITORS 8
SEO and marketing
professionals using Botify

42
The customers
quantified key
benefits from their
Botify investment
Three-year total PV benefit
breakdown
three-year total
benefits PV
$2.0 million
Increased Organic
Search Traffic
$732,814
Productivity on
analysis reports
$62,072
Retained Organic
Search Traffic
$1,203,494

Retention of organic search traffic since using
Botify
$1.2 million over three years
• For the interviewees, ongoing changes to search engine algorithms and poor
website structure led to falling performance in search rank performance.
• After deploying Botify’s toolset, the organizations were able to fully evaluate the
structure and content of their website, and where to make changes.
• Optimization and cleaning up of their websites improved search ranking
performance.
Annual organic search
traffic
Potential organic traffic
loss
Traffic retained since
using Botify
Retained organic traffic
30 million 5-15% 99% 4+ million visits

Increased organic search traffic through website
optimization
$732K over three years
• With Botify, interviewees were able to better understand how search engines
were spending time on their site and on which critical pages to amplify focus.
• Changes to their site helped drive increases in organic search traffic, improve
customer sentiments and repeat visits from customers.
• Website optimization led to double-digit percentage traffic increases for
interviewed companies.
traffic before Botify
Growth rate for organic
search traffic
Increased annual organic
search traffic
traffic after Botify
30 million 10-20% 4-6 million visitors 45+ million

Dramatic reduction in time spent on website
analysis reports
$62,000 over three years
• Before using Botify, the interviewees struggled to complete sitewide crawls with
other tools in a timely manner or complete them at all.
• The insights collected from these reports often lacked depth or required more
crawls to better understand the issues.
• With Botify, interviewees were able to complete sitewide crawls within a few
hours and collect more in-depth takeaways for optimization to their site.
Time previously spent
analyzing website reports
annually
Time spent on reports
after Botify
Fully burdened SEO
professional hourly rate
1,000+ hours <500 hours $50

Additionally, there are benefits to using Botify that
the customers couldn’t quantify
Communicating the
importance of SEO to
non-SEO
stakeholders
Risk mitigationImproved customer
experiences with
website

Customers incurred two categories of cost to use
Botify
Training costs
• Employees using Botify attend a
training session and primary
users spend more time learning
the platform
Licensing costs
• The composite organization
spends on average $100,000
annually

Three-year model summary results
ROI
584%
NPV
$1.7 million
Payback
<3 months-$0.5M
$0.5M
$1.0M
$1.5M
$2.0M
$2.5M
Initial Year 1 Year 2 Year 3
Total benefits
Total costs
Cumulative net benefits
Cash
flows

Agenda
Botify overview
Market trends
What is TEI?
Analysis
Question and answer

Thank You.
Corey McNair
cmcnair@forrester.com
Collin Colburn
ccolburn@forrester.com

The Total Economic Impact of Botify

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