1. SEO Pitch
by Benin Brown
Full Sail University
IMMS Program
Advanced Search Engine Optimization Strategies

2. Relevant Facts & Figures
Search Engine Optimization (SEO) drives over 85%
of all online search traffic.
Users trust organic listings over paid listings (PPC)
Organic listings have a higher visibility than PPC
Organic search campaigns can yield double digit ROI
compared to single digits for PPC
The Click Through Rate (CTR) for organic search are
on average 4 times higher for organic search vs PPC

3. Georgia Computer Workshop
Georgia Computer Workshop (www.
gcworkshop.com) or GC Workshop is an online
merchant specializing in discount computer parts
for “the build it yourself” PC market

4. SEARCH ENGINE MARKETING
(SEM) KEY PERFORMANCE
INDICATORS

5. GC Workshop PPC Performance
Average Monthly AdWords Budget is $13,061
Yield on budget is $24,380/month or $1.86
for every dollar sepent
Approximately 7220 monthly clicks delivered

6. GC Workshop Organic Search
Results Performance
Website Grader score of 58 out of 100
No Blog
Does not use meta tags-at all
6 Inbound links
Alexa Rank 4,365,186
Overall Monthly Traffic 7401 visits (only 3%
from search)

7. KEYWORDS

8. Current Keywords Snapshot
Google’s Total
Search
# of Monthly
Keyword Results
Searches for
Position
Keyword
Computer
3rd 355
Workshop
PC workshop 5th 286
CPU Core 2 Duo 9th 34

9. Keyword Opportunities
How to build a computer (9900 Monthly
Searches)
Build your own computer (8100 Monthly
searches)
Build a computer (6600 Monthly searches)
Computer parts supplies (9900 Monthly
searches)

10. COMPETITORS

11. Competitor SEM Comparison
Monthly
Alexa Inbound Monthly
Competitor AdWords
Rank Links Visits
Budget
Directron.com 18,465 1,238 287,687 $55,000
Build-your-
own-
312,206 58 6,017 $0
computers.com
(BYOC)
PCmech.com 21,796 1,172 130,494 $0

12. Who’s Eating Your Lunch?
If BYOC sold a similar product line to GC
Workshop and had a similar conversion they’d
sell $19,716 worth of product on a $0
AdWords budget.
If PCmech sold a similar product line to GC
Workshop and had a similar conversion they’d
sell $428,664 worth of product on a $0
AdWords budget.

13. Factors Influencing Organic SEO
Inbound links
Anchor text
Site architecture
Meta tags
Keyword usage
Content
Spider traps-barriers that prevent search engine
crawlers from indexing your page(s)

14. Suggestions
Site redesign
Master Organic Keyword List
Creation of a metrics dashboard
The inclusion of meta tags
Inbound Link Strategy
Daily Content Creation Strategy
Analytics Strategy

15. First Year Goals
To rank on the first page for relevant search
terms
To be in the top 3 to 4 positions for each relevant
keyword that provides between 2000 and
10,000 monthly searches

16. Example
Assumptions modest 8% search results
CTR
“Build your own computer” generates
approximately 8100 monthly searches.
If GC Workshop could rank in the 3rd or
4th position for this search query, thats
648 clicks in one month for that
keyword

17. The Numbers
Assumptions
A master list of 20 highly relevant organic terms that
totaled 100,000 monthly searches for those 20 terms.
That GC Workshop could rank, on average across each
search, in the 3rd to 4th positions
8% CTR
That’s
8000 more monthly clicks
$26,288 in additional revenue

18. ROI
At a monthly cost of $4000 over 24 months
thats just $96,000
By the 13th month the campaign would be
generating 26,288 in monthly revenue
This would represent an overall ROI of %
$219,455 or $3.32 returned for every dollar
spent
By the 13th month the campaign would return
$6.50 for every dollar spent on organic search