Drive Your Business' Bottom Line Using Natural Search in a 3-Step Program

Due to subject matter, viewer
discretion is advised

The following PowerPoint includes a
dramatization that is drawn from a
variety of experiences with
many fortune 500 and successful companies
who ultimately fail miserably at SEO

For dramatic and narrative purposes, this
PowerPoint contain fictionalized scenes that
may make you feel uneasy about your
company, competition
and the purpose of existence.

0

Once upon a time ….

CEO: Our competitors are
beating us at this SEO
thing

We are losing market
share quickly

CFO: I’ll create a 500k
budget and we will crush
everyone – let’s get the
best seo agency/people
around

HAHAHAHHAHAHAHAHA –
We will crush them

ACME Board of Directors

1 Seth Besmertnik, CEO - Twitter: @Besmertnik seth@conductor.com

So the CMO took action

Bob Smith, Director of SEO

TWO SUPPORT STAFF


Timeline

First 2 Months 2-4 Months Month 5

•Keyword •Exhaustive site •Communication
Discovery audit
Process •Roll Out Time
•List of recos for Frame
•Strategic engineering
Planning
•Content
suggestions

Months 6-12

• Suggestions weren’t implemented
• Progress was measured with PPC metrics and
expectations
• SEO didn’t have a positive comparable CPC


What the CMO (Jim) says – What the SEO thinks

We’re doing SEO
We’re building
Web 2.0

Who do I have
to pay to get a
change to
our CMS?

When is our tee time?
Why did they
hire me if
they’re
not going
to listen?

Maybe I
Should make
another
“Importance
of SEO”
deck…..?


What Happened?

INTERNAL AGENCY BUDGET
HEADCOUNT


A 3-Step Program to Drive Your Business'
Bottom Line Using Natural Search
Seth Besmertnik, CEO
February 24th, 2010 at OMS

Everything You See Today Will Be Available for Download

• This Presentation

• All the tools and resources

www.conductor.com/oms

Seth Besmertnik, CEO -
7 Twitter: @Besmertnik

About Conductor, Inc.

• Conductor has developed the leading
platform for analyzing, managing,
and optimizing natural search for the
Mid-Market and Enterprise –
Conductor Searchlight

• 65+ employees, with backgrounds
from Google, Yahoo, MSN, agencies,
and technology providers

• Largest technology company focused
on “the SEO problem”

• We have 200+ Fortune 1000 &
Internet Retailer 500 customers

• Successfully helped create an SEO
culture for many companies

Seth Besmertnik, CEO - Twitter: @Besmertnik seth@conductor.com

Quick Thoughts on the State of SEO and Mid-to-
Large Companies Today

9
CONFIDENTIAL

Natural Search is most under spent channel in web marketing

CMOs are excited by the potential of SEO but extremely frustrated by the lack
of accountability and ability to measure ROI

11.8 billion monthly searches
across major engines (growing by
25% per year)

Natural Traffic
Paid
86% of all 86% 14% Only 14% of all
search engine clicks search engine clicks

Spend

11% of search spend 11% 89% of search spend
89%
Market Size = ? Market Size = $10.7 bn

Sources: Forrester


Untapped Potential in Natural Search


The Evolution of SEO SEO is Getting More Complicated

1998 2000 2002 2004 2006 2008 2010


A 3 Tiered Approach to Creating an SEO Culture

Expectations Make
Define the
and a Reporting a
Opportunity
Game Plan Cornerstone

Campai
Keywor gn
d Booking Level
Metrics Traffic s ROI

Ranking Attributi Overall
s on ROI


Define the Opportunity

If you don't know what's out there…
…how do you know how much you have?

14
CONFIDENTIAL

Define the market opportunity

Get someone in your organization to:

Isolate keywords for top 50,100,1k,2k, non-branded terms
Gather volume and ranks
Use a CTR Curve to define potential visitors
(If you can, get PVV data for each keyword)
Download worksheet from Conductor.com/oms


What is SEO Worth to Your Organization? (Define the Market)

Total Realized Opportunity
160mm Visitors

Total Unrealized Opportunity
1 Billion Visitors

You can download
this template from
conductor.com/oms


Where are you heading?


Create a Game Plan for Success
Educate, Manage Expectations, Create Success Metrics, and Establish
Milestones

18
CONFIDENTIAL

SEO Touches Everything

Direct Marketing

Editorial
PPC SEO Public
Relations

PPC
IT


Investment: Organic vs. Paid

100

90

80 Abandoned SEO
70

60

50
Traffic

40

30

20

10

0

Investment

Paid Search Organic Search


SEO Maturity Cycle

Compete

Scale
Measure Share of search
calculations
Invest Opportunity
Try Move from SEO discovery Monitoring & alerts of
important SEO changes
Internal / metrics to
business Specialist
Education & agency External validation
metrics resources & auditing
evangelism investment

Regular and Real SEO Lost opportunity
Small/shared Tactical focus cost identification
systemic ROI prioritization
resources
No auditing reporting
Attribution
No formal modeling
No scale Shift from
mgmt around SEO
tactical to
process
No ROI strategic


The Evolution of an SEO Budget Scale
(Stage 5)

Try
(Stage 1)

Headcount Engineering Content
Technology Link Building Continuing Ed

Technology Link Building Continuing Ed


SEO is all or nothing


Link Continuing SEO
Technology
Building Education Success

∞ x 0=0


SEO Maturity Cycle Worksheet

You can download
this template from
conductor.com/oms

24

SEO Assessment

Audit Each of 4
Categories:

• Site/Technical
Optimization

• Content Optimization

• Offsite Issues

• Tracking and Metrics

You can download
this template from
conductor.com/oms


The need for an SEO Service Level Agreement

• SEO needs cross-functionality

• Create an SEO task force

• Agree on minimum service
levels

You can download
this template from
conductor.com/oms


Reporting – The Roadmap to Continued Success

27
CONFIDENTIAL

Reporting Overview

• Continue to create urgency around competition

• Report on non-business metrics in a ‘business’ manner

• Think outside the box around ‘Soft’ ways to evangelize SEO


Stepping Stone SEO Metrics
Create a timeline on maturing your metrics

Q1 Q2 Q3 Q4 Q1 Q2

MILESTONES GOALS
Average
Keyword Page Overall
Metrics Scoring Rankings Conversions ROI

Recos # of Traffic Attribution Campaign
Made Indexed, Level ROI
backlinks
Etc…

PRE-TRAFFIC POST TRAFFIC


Stepping Stone SEO Metrics
Create a timeline on maturing your metrics

Q1 Q2 Q3

MILESTONES
Average Page
Keyword Metrics Scoring Rankings

Recos Made # of Indexed,
backlinks
Etc…


Keep urgency alive with Share of Search reporting

You can download
this template from
conductor.com/oms


Destination And Traffic Modified Movement

I'm Lowes – How Am I doing vs. Home Depot?

SEO Reporting is Not Just Excel and Powerpoints

Make Everyone Aware of the Wins and Let
them Share the Success

34 CONFIDENTIAL

Don’t Stop – Keep Using External Data Inputs

35 CONFIDENTIAL

Take-Aways

•Define the Opportunity
– $6 million in lost opportunity means more than ‘We should be doing SEO’

•Create a Game Plan
– Continual Improvement - Don’t settle for yesterday’s success
– Technology scales faster than people

•Measure Success
– Report like crazy – SEO success is a board level business metric

36 CONFIDENTIAL

Download these resources at:

www.conductor.com/oms
Ask me questions on Twitter -- @Besmertnik

Opportunity Game plan Report

MARKET OPPORTUNITY CALC SHARE OF SEARCH CALC
SEO SLA AGREEMENT DATMM SCORING MODEL


Drive Your Business' Bottom Line Using Natural Search in a 3-Step Program

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