2. OVERVIEW
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Frequently Asked Questions (FAQs)
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Search Engine Optimization
Paid Search / Display Advertising
Social Media
Website Design
International Expansion
Custom Measurement and Attribution
Our Services
Since 2004, we’ve employed a
metrics-based approach to
converting online visibility into
measurable business results
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Our approach is
built on
data-driven
strategy and
efficient
execution.
Each campaign includes:
Business Research + Strategy
Custom Scorecard Tracking
Attribution + Data-driven Optimizations
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Let’s go back to fundamentals.
1. Business objective
2. Business metric
3. SEO metric
Grow online revenue.
30% increase in number of monthly proposals.
100% annual increase in conversions from non-
branded search terms.
First, why do we do SEO?
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Because it generates
quantifiable revenue.
Keywords Monthly Search Volume
Resource management 673,000
Portfolio management 207,000
Project management software 59,200
It governance 27,600
Software project management 15,700
Project management tools 14,800
It project management 12,100
Project management office 8,700
Project portfolio management 6,600
Total Monthly Searches 1,024,700
Monthly Cost of Not Ranking on these Keywords
Click Through Rate
(7%, page 1 average)
71,729 new website visitors
Visitor to Lead Rate
(1-3%, B2B average)
1,793 new leads
Raw Lead to Qualified Rate
(15%)
269 new qualified leads
Lead to Sale Rate
(10%)
27 new deals
Average sale price $100,000
$2,700,000 monthly revenue
Annual Cost of Not Ranking $32,400,000 annual revenue
A simple calculation can inform you how much revenue you’re
missing by not ranking for all top keywords:
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And you can evaluate success in
terms of revenue
B2B Revenue from SEO Report:
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Google’s ultimate goal is to match the
end-user with the most high quality
content that is relevant to their search.
Which is why they update their
algorithm 500+ times per year
When’s the last time you updated your SEO strategy?
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“SEO isn't search engine optimization
anymore.
It is now search experience
optimization.”
- Matt Cutts, Google, May, 2013
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Before we dive into Penguin, let’s mull on Panda
for a moment…and the role of content in SEO.
"This (Panda) update is designed to reduce rankings for low quality sites—
sites that copy content from other websites or sites that are just not very useful.
At the same time, it will provide better rankings for high quality sites—sites
with original content and information such as research, in-depth reports,
thoughtful analysis and so on."
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"Content marketing is the
umbrella of all techniques
that are used to generate
traffic, leads, online
visibility, and brand
awareness/fidelity."
- Quora (found via Ann Smarty and Authority Labs)
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80 percent of SEOs think they should
be working “more” or “much more”
closely with writers and marketing team
members…
to ensure all branded contain is optimized for
maximum search visibility.
(MarketingProfs 2013 B2B Marketing Report)
Have you built SEO into your
content marketing strategy?
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Although content is absolutely critical, it
is simply one of many factors.
What about the other things that
Penguin is intended to control?
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- Matt Cutts, Google, May, 2013
“Penguin 2.0 is specifically going to target black hat spam, but
will be a significantly larger impact on spam than the original
Penguin and subsequent Penguin updates have had…”
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Beyond Content:
Check these off your Penguin Update Check-list
1. Titles and Descriptions
Know what these mean and write them properly. Don't have duplicates, too long or
over-optimized tags.
2. Anchor Text
Is your anchor text over-optimized with keywords? Are you using keywords when
domain names should be used? What is the natural way someone would link to your
site? This counts with inbound links as well as internally. Beware of over-optimized
and overused keyword anchor text.
3. Links – Inbound & Outbound
Run a link check. How do your inbound links look? The threshold for spammy links was
about 80 percent, it is now down to about 50 percent. That means 50 percent
questionable links can keep your site or a page out of the index.
Know your link profile.
Check Webmaster Tools and look for Red Flags.
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TIP: Garner quality links fast by
capitalizing on brand mentions
- Set-up “Google Alerts” to know when your brand is
mentioned on another site.
- Then, reach out to that site and request quality back-links.
- That additional quality link will boost your SEO.
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Beyond Content:
Check these off your Penguin Update Check-list
1. Page Speed
For Google, faster loading sites lower the load on Google's end. Check your site using a Page
Speed tool and get it above a 90 percent. That seems to be the magic threshold for most.
2. Redirects
Get a tool like Screaming Frog and check your site pages for redirects then make sure those
redirected pages have a 301 permanent redirect, which tells Google the page has
permanently moved
3. Over-Optimization on Non-Content Items
This is where someone either adds a keyword to every (or almost every) word to try to rank
for the term or where someone adds an overabundance of header or footer links to "help" a
site position for known keywords. This won't help and is likely to give the site a penalty.
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4. Over-Optimization on Non-Content Items
This is where someone either adds a keyword to every (or almost every) word to try to rank
for the term or where someone adds an overabundance of header or footer links to "help" a
site position for known keywords. This won't help and is likely to give the site a penalty.
5. Alt Attributes
How are you using the alt attribute on your images? Don't stuff keywords into this text.
Using good alt text, especially when images are replacing text in links, can be very good
for a site. In fact, Google will treat this alt text as actual text in these cases.
6. Ad Issues
Google doesn't like it when a site seems to only be there to support the ads on it, so an
overabundance of above the fold ads can cause the site to receive a penalty.
What is too much? Google is a little obtuse about this, but find out what is above the fold
for your screen size (not your screen, but the site screen size), then hold up a post it note,
if it takes up more space than the note, it is probably too large.
Beyond Content:
Check these off your Penguin Update Check-list
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Beyond Content:
Check these off your Penguin Update Check-list
7. Crawl Issues
When is the last time you got into your Webmaster Tools and checked how your crawls were
going? How is your crawl rate? Are the spiders having any crawl issues?
We once had a client who had 28k crawl errors. These will affect your site strength and
authority with the "No One Is Home" devaluations.
8. Malware or Rogue Sites
For the most part, we're fortunate that Google will email us and tell you that you have
malware on your site – but be careful: this isn't always the case. Periodically you want to do a
search for your site, see if you trigger malware warnings in a site search or mobile, then
check your analytics to make sure no one is running anything on your site like say a rogue
Viagra site.
Not only can these sites be doing things on your site that could be causing you "hack"
issues, but also sending links to their pages on your site causing your link profile to be
damaged.
What Else?
Authorship, Structured Data, URL construction and more….
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TIP: Leverage Schema.org for Rich
snippets and improve SERP CTR
• Reviews
• People
• Products
• Businesses & organizations
• Recipes
• Events
• Music
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TIP: Diversified, quality content can be used for inbound linking
Press Releases &
Media Coverage
Relevant Industry
Directories
Social Media
Profiles
Online Forums (Quora,
etc.)
Guest Blog Posts
Content
Syndication
(whitepapers,
infographics)
Video
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TIP: Disavow Links Tool
If you were penalized, get familiar with “Disavow Tool” –
Disavow bad ones, but have a plan to replace with
relevant ones! (Use a spreadsheet, Identify which are
relevant and which aren’t)
Some links do more bad than good.
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Our best tip of all?
Get a website and SEO program audit by
experts who can help you get on the right
path toward success.
You’ll get:
Knowledge of where you rank in relation to
competitors
Insight into how much revenue opportunity is
available from Search (we’ll do the research)
Actions you can take today to accelerate results
from your inbound marketing campaigns
Give us:
Your top keywords
2 or 3 top competitors
Your top objectives
Simply email results@webmarketing123.com or call 800.619.157
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Thanks!
Mike Turner
Director of Business Development
Simply email results@webmarketing123.com or call 800.619.1570
To set-up a consultation with Mike or one of our experts
