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SEO Espionage: Learn Your Competitors' Strategy & How to Beat Them

Mike Turner Senior SEO Analyst Director of Business Development Webmarketing123

@webmarketing123 #123webinar


@webmarketing123 #123webinar


Practical Matters Yes! Just email seo@webmarketing123.com

ü  Are the slides available?

ü  Tweet today’s event using #123webinar ü  Stay informed by following us.

@webmarketing123 facebook.com/webmarketing123 webmarketing123

ü  Ready to take the next step with us? Request a Complimentary SEO Assessment Today.

@webmarketing123 #123webinar


Webinar Agenda

1

The Marketing Landscape Has Changed. Again.

2

Competitive Analysis – Where to Begin?

3

Is Your Act Together?

4

Why Do This in the First Place: ROI

Why We Care About Search Marketing

It's not Rocket Science; It is about Rigor

Get This: Scorecards Linked to your KPIs

Holding SEO accountable for business results

@webmarketing123 #123webinar


Webinar Agenda

1

The Marketing Landscape Has Changed. Again.

2

Competitive Analysis – Where to Begin?

3

Is Your Act Together?

4

Why Do This in the First Place: ROI

Why We Care About Search Marketing

It's not Rocket Science; It is about Rigor

Get This: Scorecards Linked to your KPIs

Holding SEO accountable for business results

@webmarketing123 #123webinar


Digital Marketing is Evolving Is Your Marketing Keeping Pace?

@webmarketing123 #123webinar


B2B customers are now more discerning

Google Think B2B Conference 2012

@webmarketing123 #123webinar


B2B internet usage skyrocketed in the past year Search engines are the #1 source for B2B information

Top online sources for B2B customer research Google Think B2B Conference 2012

@webmarketing123 #123webinar


Online sources help B2B customers discover new brands % of B2B customers using the following sources to discover new brands

Google Think B2B Conference 2012

@webmarketing123 #123webinar


B2B Marketers Rely on SEO for Lead Generation Lead Generation is the #1 Objective of B2B Marketers

SEO Makes the Biggest Impact on Lead Generation

(2012 State of Digital Marketing Survey) @webmarketing123 #123webinar


4 Billion Searches on Google Every Day 95% of Clicks Happen on the 1st Page of Search Results 60% of Clicks are on Top 3 Results (Optify, Brandtech study) @webmarketing123 #123webinar


A Shift in the Purchasing Process

B2B buyers are moving 60-70% of the way through the sales funnel before they engage directly with sales reps.

Key Thought: Is your website robust enough to function as a virtual sales force? (Google (57%), Forrester (70%)) @webmarketing123 #123webinar


Webinar Agenda

1

The Marketing Landscape Has Changed. Again.

2

Competitive Analysis – Where to Begin?

3

Is Your Act Together?

4

Why Do This in the First Place: ROI

Why We Care About Search Marketing

It's not Rocket Science; It is about Rigor

Get This: Scorecards Linked to your KPIs

Holding SEO accountable for business results

@webmarketing123 #123webinar


Competitive Analysis – There’s A LOT to it…

@webmarketing123 #123webinar


Before You Begin – What’s At Stake? Understanding the opportunity

@webmarketing123 #123webinar


Before You Begin – What’s At Stake? Annual Cost of Not Ranking:

$2,700,000 monthly cost multiplied by 12 months = 32 million+/year

@webmarketing123 #123webinar


Step-by-Step Calculation of the Cost of Not Ranking on Page 1 of Google 1.  Keyword Search Volume 2.  CTR on Search Results (New Visitors)

If you want this for your site, reach out via Q&A

3.  Visitor

Lead Rate

4.  Lead

Qualified Lead Rate

5.  Qualified Lead

Closed Deal Rate

6.  Average Deal Size 7.  (# of Closed Deals) x (Avg. Deal Size) = Revenue Potential

@webmarketing123 #123webinar


Competitive Analysis – It’s All About Keywords

@webmarketing123 #123webinar


Competitive Analysis – Keyword Tracking:

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Competitive Analysis – Use Google Tools:

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Organic Ranking Position Matters:

<< If youâ&#x20AC;&#x2122;re here, youâ&#x20AC;&#x2122;re invisible. @webmarketing123 #123webinar


Keyword Length Matters: Keyword Selection

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Not All Keywords Are Created Equal:

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Competitive Analysis – Additional Tools: Estimate traffic and unearth competitor’s keyword strategy

•  Simply “View Source” •  Google Keyword Tool •  Doubleclick Ad Planner •  Alexa (Amazon) •  Compete •  Quantcast •  URL Trends •  SEMRush •  SpyFu @webmarketing123 #123webinar


What to Look for?:

@webmarketing123 #123webinar


Start with the Obvious: Are they writing for Search Engines?

Above the Fold

Below the Fold

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Why Content Matters: What Google Sees

What We See

What Google Sees

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Meta What?: Main Elements Consist of: a) Page Title b) Description c) And sometimesâ&#x20AC;Ś Keywords

@webmarketing123 #123webinar


Meta What?: Main Elements Consist of: a) Page Title b) Description c) And sometimesâ&#x20AC;Ś Keywords

@webmarketing123 #123webinar


Meta What?:

aceook Groups: B2B Lead Gen

Include descriptive keywords and phrases in page titles Keywords in the First or Second Position of the Page Title Have the Highest Impact!

@webmarketing123 #123webinar


@webmarketing123 #123webinar


Inbound Links Links from other highly relevant websites, back to yours

@webmarketing123 #123webinar


1

The Marketing Landscape Has Changed. Again.

2

Competitive Analysis â&#x20AC;&#x201C; Where to Begin?

3

Is Your Act Together?

4

Why Do This in the First Place: ROI

Why We Care About Search Marketing

It's not Rocket Science; It is about Rigor

Get This: Scorecards Linked to your KPIs

Holding SEO accountable for business results

@webmarketing123 #123webinar


Get your Own House in Order:

@webmarketing123 #123webinar


Make a Plan Keyword Selection

Keyword Mapping

@webmarketing123 #123webinar


Make a Plan Content Guidelines

@webmarketing123 #123webinar


Content Mapping Document

@webmarketing123 #123webinar


Link Strategy Document

Content is the fuel that powers a link building strategy @webmarketing123 #123webinar


Reporting is Key

@webmarketing123 #123webinar

@webmarketing123


A Scorecard Process helps overcome implementation obstacles ü  Standardizes Metrics ü  Creates Common Vision, Shared Goals, Accountability

What will winning look like?

What benchmarks should we use?

Which KPIs are your priorities?

What are the next steps?

@webmarketing123 #123webinar


@webmarketing123 #123webinar


@webmarketing123 #123webinar


A ranking report should show steady progress over time.

@webmarketing123 #123webinar


1

The Marketing Landscape Has Changed. Again.

2

Competitive Analysis â&#x20AC;&#x201C; Where to Begin?

3

Is Your Act Together?

4

Why Do This in the First Place: ROI

Why We Care About Search Marketing

It's not Rocket Science; It is about Rigor

Get This: Scorecards Linked to your KPIs

Holding SEO accountable for business results

@webmarketing123 #123webinar


But reporting shouldn't stop there. How are individual keywords performing in terms of revenue?

@webmarketing123 #123webinar


Which Keywords are Converting. At What Value?

@webmarketing123 #123webinar


Webinar Agenda

1

The Marketing Landscape Has Changed. Again.

2

"Black Box" = BS

3

What Does Metrics-Based Reporting Look Like?

4

Opportunity Analysis

Is your agency fat, happy and complacent?

It's not Rocket Science; It is about Rigor

Get This: Scorecards Linked to your KPIs

Holding SEO accountable for business results

@webmarketing123 #123webinar


As marketers are increasingly responsible for the P & L, itâ&#x20AC;&#x2122;s more important than ever to quantify potential at the front-end and consistently measure performance against KPIs. Quantify

Measure

@webmarketing123 #123webinar


Your revenue should be rising. Not just your traffic. @webmarketing123 #123webinar


WE ARE EXPERTS AT BUILDING TOP LINE REVENUE GROWTH FOR GLOBAL ENTERPRISES WITH TARGETED, COST-EFFECTIVE DIGITAL MARKETING

@webmarketing123 #123webinar


We invite you to… Download: 2012 State of Digital Marketing Report webmarketing123.com

Talk to a digital marketing expert: ü SEO/PPC/Social Media Marketing ü Measurement/Analytics Approach ü Lead Gen Effectiveness

Questions? Feedback? mike.t@webmarketing123.com

seo@webmarketing123.com

TEAM UP WITH ONE OF THE FASTEST GROWING PRIVATE COMPANIES IN THE U.S. (2012) @webmarketing123 #123webinar


Live Site Analyses: Does Google

Your Website?

@webmarketing123 #123webinar

SEO Espionage: Learn Your Competitors' Strategy & How to Beat Them  
SEO Espionage: Learn Your Competitors' Strategy & How to Beat Them  

Webmarketing123 explains how you can beat your competitors by knowing their strategy. They are experts at building top line revenue growth f...

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