Seo for executives

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Slidedeck from Speaking Engagement at Entrepreneurs Organization in St. Louis at Westborough Country Club on SEO for Executives.

Tecnología Empresariales

MY SEO EXPERIENCE PreviousExperience Current Clients Consulting Experience

WHAT WE’LL COVER SEO factors & best practices - 15 minutes Strategic ROI based SEO - 20 minutes Q&A Session – 15 minutes

TOP SEO FACTORS Top 5 Factors Driving SEO Keyword Focused Anchor Text from External Links – 73% importance External Link Popularity - 71% importance Diversity of Links – 67% importance Keyword use in Title Tags – 66% importance Trustworthiness of Domain based on link distance – 66% importance

ALL SEO FACTORS All factors contributing to your SEO grade

WORST SEO TACTICS Top 5 Negative Ranking Factors Cloaking with Malicious/Manipulative Intent– 68% importance Link Acquisition from known link brokers/sellers - 56% importance Links from the page to web spam sites/pages – 51% importance Cloaking by User Agent – 51% importance Frequent Server Downtime & Accessibility – 51% importance

WHAT DRIVES PROFIT? ONLY MEASURE WHAT DRIVES PROFIT INCREASE PRICES DECREASE COSTS INCREASE MARKET SHARE INCREASE MARKET SIZE

Strategic SEO based on ROI HOW DO YOU CALCULATE ROI ON SEO? Assign jobs to your website and create Macro/Micro Conversion Goals Assign Economic Value and Imputed Values in Analytics Setup Auto-tagging & Segmentation Calculate Quantitative Economic Value

Assigning Jobs (Macro vs Micro) WHAT JOBS DOES YOUR WEBSITE DO? Generate leads or sales Support all offline marketing activity/Branding Collect Applications from Potential Employees Provide Customer Service/Support to existing clients

Macro vs Micro Conversions ,[object Object]

Micro Conversions – Account Registration, Newsletter sub, etc. (Imputed Value)EACH CONVERSION GOAL SHOULD BE SEGMENTED INTO ONE OF FOUR BUCKETS PRICE INCREASE – Example Goal: Send visitors to competitor comparison page COST DECREASE – Example Goal: Overall marketing cost per sale less than ??? MARKET SHARE INCREASE – This is a function of Efficient Online Marketing MARKET SIZE INCREASE – This is a function of supply/demand & innovation

Auto Tagging & Segmentation Provides QUICK access to CRUCIAL data by channel Use specialpromo’s or specialURL’s/phone numbers. Newspaper Ads Television Ads Radio Ads TradeShows SEO/SEM/Display Social

QUANTITATIVE ECONCOMIC VALUE Example QEV Calculation Job 1: Leads + Sales – Calculate the value of all leads + sales direct from Web Job 2: Support Offline Marketing – Calculate value of visits from offline marketing Job 3: HR/Recruiting – Calculate value of application efficiency and pool of talent Job 4: Customer Service/Support – Calculate value of reduced time call times, increased customer satisfaction, etc.

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Seo for executives

1. SEO for Executives by James Scaggs

2. MY SEO EXPERIENCE PreviousExperience Current Clients Consulting Experience

3. MY TOOLS MY CERTS

4. LINKEDIN SEO

5. LINKEDIN SEO

6. WHAT WE’LL COVER SEO factors & best practices - 15 minutes Strategic ROI based SEO - 20 minutes Q&A Session – 15 minutes

7. TOP SEO FACTORS Top 5 Factors Driving SEO Keyword Focused Anchor Text from External Links – 73% importance External Link Popularity - 71% importance Diversity of Links – 67% importance Keyword use in Title Tags – 66% importance Trustworthiness of Domain based on link distance – 66% importance

8. ALL SEO FACTORS All factors contributing to your SEO grade

9. WORST SEO TACTICS Top 5 Negative Ranking Factors Cloaking with Malicious/Manipulative Intent– 68% importance Link Acquisition from known link brokers/sellers - 56% importance Links from the page to web spam sites/pages – 51% importance Cloaking by User Agent – 51% importance Frequent Server Downtime & Accessibility – 51% importance

10. WHAT DRIVES PROFIT? ONLY MEASURE WHAT DRIVES PROFIT INCREASE PRICES DECREASE COSTS INCREASE MARKET SHARE INCREASE MARKET SIZE

11. Strategic SEO based on ROI HOW DO YOU CALCULATE ROI ON SEO? Assign jobs to your website and create Macro/Micro Conversion Goals Assign Economic Value and Imputed Values in Analytics Setup Auto-tagging & Segmentation Calculate Quantitative Economic Value

12. Assigning Jobs (Macro vs Micro) WHAT JOBS DOES YOUR WEBSITE DO? Generate leads or sales Support all offline marketing activity/Branding Collect Applications from Potential Employees Provide Customer Service/Support to existing clients

13.

14. Micro Conversions – Account Registration, Newsletter sub, etc. (Imputed Value)EACH CONVERSION GOAL SHOULD BE SEGMENTED INTO ONE OF FOUR BUCKETS PRICE INCREASE – Example Goal: Send visitors to competitor comparison page COST DECREASE – Example Goal: Overall marketing cost per sale less than ??? MARKET SHARE INCREASE – This is a function of Efficient Online Marketing MARKET SIZE INCREASE – This is a function of supply/demand & innovation

15. Auto Tagging & Segmentation Provides QUICK access to CRUCIAL data by channel Use specialpromo’s or specialURL’s/phone numbers. Newspaper Ads Television Ads Radio Ads TradeShows SEO/SEM/Display Social

16. QUANTITATIVE ECONCOMIC VALUE Example QEV Calculation Job 1: Leads + Sales – Calculate the value of all leads + sales direct from Web Job 2: Support Offline Marketing – Calculate value of visits from offline marketing Job 3: HR/Recruiting – Calculate value of application efficiency and pool of talent Job 4: Customer Service/Support – Calculate value of reduced time call times, increased customer satisfaction, etc.

17. QUESTIONS? References: Data used from SeoMoz.org (An incredible toolset for every SEO or aspiring SEO) Principles from Web Analytics 2.0 by AvinashKaushik James Scaggs SEO/SEM/Analytics Consultant 314.488.9028 James.scaggs@gmail.com http://www.linkedin.com/in/jamesscaggs

Notas del editor

Reference JC Penney scandal. Discuss Nebo Web spam linksCloaking by User Agent.
Define goals and assign economic value – Show picture of goals with values assigned. Configure Goals in AnalyticsSetup Auto-tagging & SegmentationCalculate Quantitative Economic Value
Talk about Economic Value Examples
Configure Goals in AnalyticsSetup Auto-tagging & SegmentationCalculate Quantitative Economic Value

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