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SEO FOR CEOS




                 Doug Platts
               Snr Director, SEO
                   iCrossing
                 @dougplatts
THE CEO
IMPORTANCE             GROWTH



        IN THE BOARDROOM



 STRATEGY            INVESTMENT
IMPORTANCE
EVERYONE’S DOING IT
Branded vs. Non Branded
Organic Search Visits
Data: Top 20,000 Keywords - Omniture SiteCatalyst, 2011

TRAFFIC                                            IMPORTANCE


                                                                Non Bran

      UNDERSTAND YOUR ANALYTICS                                 Unavailab
                                                                Branded




BRAND                                              NON-BRAND
ALIGN TO YOUR BUSINESS GOALS
KPIS: GOOD VS BAD
   CONVERSIONS                                  PAGE VIEWS
      REVENUE                                  BOUNCE RATE
       PROFIT                               % OF TRAFFIC FROM SEO

BRAND AWARENESS                                VANITY TERMS
  GENERIC TERMS                                TIME ON SITE
     TAIL TERMS                             PAGERANK/MOZRANK
TRAFFIC DRIVING TERMS
GROWTH
DATA

 YEAR ON YEAR
OTHER ACTIVITY
OTHER CHANNELS
 COMPETITORS
  HIGH LEVEL
FORECASTING
THINGS TO CONSIDER


       ROI                               CURRENT ENVIRONMENT

BUDGET ALLOCATION                        MARKETING ACTIVITY
  OPPORTUNITY                                 ACTUAL DATA

‘EDUCATED’ GUESS                              REFORECAST
 MANY VARIABLES                          STANDARD DEVIATION BOUNDS
STRATEGY
HIGH-LEVEL                  SUCCESS



             FUNDAMENTALS



BARRIERS                    SUCCINCT
EVOLVING STRATEGY
INVESTMENT
MANAGING EXPECTATIONS
   BRAND AWARENESS                              BRAND MANAGEMENT
   SMALLER BUDGETS                               LARGER BUDGETS
  BIGGER EXPECTATIONS                            MULTIPLE PROJECTS
      MORE AGILE                                   LONG SIGNOFF
     LESS RESOURCE                                MORE RESOURCE
SOLE MARKETING CHANNEL                      SOLE MARKETING CHANNEL
HIGH RELIANCE ON RETURN                            MARKETSHARE
      NEW TO SEO                           HIGHER LEVEL OF KNOWLEDGE
  FOCUSSED CAMPAIGN                              BROAD CAMPAIGN
TIERED GROWTH
TEST AND LEARN
LAST FEW WORDS




                   Doug Platts
                 Snr Director, SEO
                     iCrossing
                   @dougplatts

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SEO for CEOs

  • 1. SEO FOR CEOS Doug Platts Snr Director, SEO iCrossing @dougplatts
  • 3. IMPORTANCE GROWTH IN THE BOARDROOM STRATEGY INVESTMENT
  • 6. Branded vs. Non Branded Organic Search Visits Data: Top 20,000 Keywords - Omniture SiteCatalyst, 2011 TRAFFIC IMPORTANCE Non Bran UNDERSTAND YOUR ANALYTICS Unavailab Branded BRAND NON-BRAND
  • 7. ALIGN TO YOUR BUSINESS GOALS
  • 8. KPIS: GOOD VS BAD CONVERSIONS PAGE VIEWS REVENUE BOUNCE RATE PROFIT % OF TRAFFIC FROM SEO BRAND AWARENESS VANITY TERMS GENERIC TERMS TIME ON SITE TAIL TERMS PAGERANK/MOZRANK TRAFFIC DRIVING TERMS
  • 10. DATA YEAR ON YEAR OTHER ACTIVITY OTHER CHANNELS COMPETITORS HIGH LEVEL
  • 12. THINGS TO CONSIDER ROI CURRENT ENVIRONMENT BUDGET ALLOCATION MARKETING ACTIVITY OPPORTUNITY ACTUAL DATA ‘EDUCATED’ GUESS REFORECAST MANY VARIABLES STANDARD DEVIATION BOUNDS
  • 14. HIGH-LEVEL SUCCESS FUNDAMENTALS BARRIERS SUCCINCT
  • 17. MANAGING EXPECTATIONS BRAND AWARENESS BRAND MANAGEMENT SMALLER BUDGETS LARGER BUDGETS BIGGER EXPECTATIONS MULTIPLE PROJECTS MORE AGILE LONG SIGNOFF LESS RESOURCE MORE RESOURCE SOLE MARKETING CHANNEL SOLE MARKETING CHANNEL HIGH RELIANCE ON RETURN MARKETSHARE NEW TO SEO HIGHER LEVEL OF KNOWLEDGE FOCUSSED CAMPAIGN BROAD CAMPAIGN
  • 20. LAST FEW WORDS Doug Platts Snr Director, SEO iCrossing @dougplatts