Presentation by Jon from online SEO Conference 6th of November "WebPromo SEOday"

1. @twitterhandle
August 10–12, 2015 | #CZLSF | @ClickZLive
@radioms
SWOT the Competition –
Reducing Risk and Improving Odds in
Digital Marketing
@WebPromoExperts #wpSEOday #semrushlive

2. @twitterhandle
August 10–12, 2015 | #CZLSF | @ClickZLive
@radioms
Michael Stricker
U.S. Marketing Director, SEMrush
• Leading digital marketing tool for competitive research
• Agency, sales support and digital marketing consultant
• 100s of successful campaigns 1,000,000s of impressions
• Speaker: Pubcon, ClickZ, HEROconf, BrightonSEO, Etail, SMX
• Author: CIO.com, Business2Community, SEMrush.com
• Consulted: 2Modern, AeroPostale, BET, Dell, GolfSmith,
HomeFirst, RedCats, RE/MAX, The-­House, Toshiba
@radioms
#SEMrushLive
#wpSEOday

3. @twitterhandle
August 10–12, 2015 | #CZLSF | @ClickZLive
#wpSEOday @semrush @radioms
S.W.O.T.

4. @twitterhandle
August 10–12, 2015 | #CZLSF | @ClickZLive
@semrush @radioms
S.W.O.T.

5. @twitterhandle
August 10–12, 2015 | #CZLSF | @ClickZLive
#wpSEOday @radioms
S.W.O.T.
Strengths
Weaknesses
Opportunities
Threats

6. @twitterhandle
August 10–12, 2015 | #CZLSF | @ClickZLive
S.W.O.T.
Strengths what’ is working for you, now
Weaknesses what iss missing, declining
Opportunities your best wins in future
Threats what may overcome you, soon
#wpSEOday @radioms

7. @twitterhandle
August 10–12, 2015 | #CZLSF | @ClickZLive
S.W.O.T.
Strengths
Weaknesses
Opportunities
Threats
YOU
NOW
COMPETITORS
THE FUTURE
#wpSEOday @radioms

8. @twitterhandle
August 10–12, 2015 | #CZLSF | @ClickZLive
S.W.O.T.
Strengths
Weaknesses
Opportunities
Threats
YOU
NOW
COMPETITORS
THE FUTURE
#wpSEOday @radioms

9. @twitterhandle
August 10–12, 2015 | #CZLSF | @ClickZLive
“To know your Enemy,
you must become your Enemy.”
~ Sun Tzu, Art of War
#wpSEOday @radioms

10. @twitterhandle
August 10–12, 2015 | #CZLSF | @ClickZLive
93% of buying cycles start
with an online search.
~ Marketo
Why Search?
#wpSEOday @radioms

11. @twitterhandle
August 10–12, 2015 | #CZLSF | @ClickZLive
4 Stories:
1] U (UX) is my Strength
2] The Invisible Threat that Ate my Business
3] Weakness that Led to New Opportunities
4] The Missed Opportunities and Threats
Lurking at the Bottom of the Funnel
#wpSEOday @radioms

12. @twitterhandle
August 10–12, 2015 | #CZLSF | @ClickZLive
Story 1 U are my Strength
7pp
#wpSEOday @radioms

13. @twitterhandle
August 10–12, 2015 | #CZLSF | @ClickZLive
1] U (UX, UI) are my Strength
UX website signals grow as a rank factor in search – pogosticking
Consumers prefer to believe peers over brands 12-­to-­1
~ Edelman Trust Barometer
89% of marketers expect to compete primarily on customer
experience by 2016
~ Gartner
Remarkable Customer Experiences = Positive Social Influence
~ Adobe Quarterly Digital Intelligence Briefing
#wpSEOday @radioms

14. @twitterhandle
August 10–12, 2015 | #CZLSF | @ClickZLive
1] U are my Strength: Channels & Tools
SEO (Keywords, Traffic, Positions, On-­Site, Local, Mobile)
SEMrush, Searchmetrics, Conductor, Soovle, Google Trends,
Keywordtool.io, Majestic, AHREFs
CRO/UX/UI (Heatmaps, Conversion Rate, A/B Testing, AOV)
Google Analytics, Adobe SiteCatalyst, KISSmetrics
CrazyEgg, Unbounce, Optimizely, FeedbackArmy,
UsabilityHub FiveSecondTest, Qualaroo, UserTesting,
PageSpeed, SEMrush, Screaming Frog, DeepCrawl
#wpSEOday @radioms

15. @twitterhandle
August 10–12, 2015 | #CZLSF | @ClickZLive
1] U are my Strength: Channels & Tools
PPC (Keywords, Offers, CTAs, Budgets, Mobile)
Google Adwords, SEMrush, WordStream, AdStage, Acquisio,
Kenshoo, Marin
PLA (Keywords, Visibility, Budgets)
SEMrush
Social (Follower Growth, Engagement, Sharing, Content, Influence)
SEMrush, Topsy, SocialMention, BuzzSumo, FollowerWonk,
SproutSocial, HootSuite, sysomos, Radian6, Meltwater
#wpSEOday @radioms

16. @twitterhandle
August 10–12, 2015 | #CZLSF | @ClickZLive
1] U are my Strength: Channels & Tools
Email (Opens, Clicks, Conversions, Shares)
AWeber, ConstantContact, Act-­On, Pardot, Eloqua, Marketo
ROI (Traffic Cost, CRO)
GA, SEMrush, CRM (Salesforce, Hubspot)
Speed (Rapid Satisfaction, Good User Experience, Reduced
Bounce Rate)
Google PageSpeed, Pingdom, WebPageTest.org
Scalability (Capacity, Resources, Assets)
BuiltWith
#wpSEOday @radioms

17. @twitterhandle
August 10–12, 2015 | #CZLSF | @ClickZLive
2] An Invisible Threat Ate My Business FR
#wpSEOday @radioms

18. @twitterhandle
August 10–12, 2015 | #CZLSF | @ClickZLive
2] The Invisible Threat that Ate My Business
Be Proactive -­ Lack of monitoring itself is a threat, realized when
competition overtakes you
Perform Gap Analysis -­ identify Threats and turn them into
Opportunities
15% of weekly search queries are totally new phrases ~ Google
Trends are meant to be ridden up, not down
#wpSEOday @radioms

19. @twitterhandle
August 10–12, 2015 | #CZLSF | @ClickZLive
2] The Invisible Threat that Ate My Business
Google Dynamic Graphing
Google Trends
Position Tracker
Domain VS Domain
tableau
Local native-­language speakers
#wpSEOday @radioms

20. @twitterhandle
August 10–12, 2015 | #CZLSF | @ClickZLive
3] The Weakness that Forced Us to club
Identify
New
Opportunities
#wpSEOday @radioms

21. @twitterhandle
August 10–12, 2015 | #CZLSF | @ClickZLive
3] The Weakness that Forced Us to
Identify New Opportunities
Exact-­match and keyword-­based domain names are negatively-­
correlated with rank
Money, culture and behavior changes bear watching
Popular words change over time, affecting search – monitor
Vernacular is a regional thing (Coke, Pop, Soda)
#wpSEOday @radioms

22. @twitterhandle
August 10–12, 2015 | #CZLSF | @ClickZLive
@semrush @radioms
3] The Weakness that Forced Us to Identify
New Opportunities
Exact-­match and keyword-­based domain names are negatively-­
correlated with rank
Vocabulary changes over time profoundly affect search and must
be watched
Vernacular is a regional thing (Coke, Pop, Soda)

23. @twitterhandle
August 10–12, 2015 | #CZLSF | @ClickZLive
3] The Weakness that Forced Us to
Identify New Opportunities
SEMrush Keyword Analytics
Won/Lost Keywords
Google Trends
Search Engine Ranking Factors 2015 – Moz
SEO Ranking Factors Study 2015 Google US – Searchmetrics
#wpSEOday @radioms

24. @twitterhandle
August 10–12, 2015 | #CZLSF | @ClickZLive
#wpSEOday @radioms
4] The Missed Opportunities and Threats
Lurking at the Bottom of the Funnel

25. @twitterhandle
August 10–12, 2015 | #CZLSF | @ClickZLive
4] The Missed Opportunities and Threats
Lurking at the Bottom of the Funnel
The Funnel is your long-­tail curve – research it for advantage
The Funnel is not a funnel unless you like going out of business –
it’s a trumpet
A new customer sale costs 10X a current customer sale ~ US Dept
of Commerce – so sell to your gold list
Customer Service and Online Reputation Management is loyalty
and retention strength, if you make it so, or a serious threat if you
ignore it
#wpSEOday @radioms

26. @twitterhandle
August 10–12, 2015 | #CZLSF | @ClickZLive
#wpSEOday @radioms

27. @twitterhandle
August 10–12, 2015 | #CZLSF | @ClickZLive

28. @twitterhandle
August 10–12, 2015 | #CZLSF | @ClickZLive

29. @twitterhandle
August 10–12, 2015 | #CZLSF | @ClickZLive

30. @twitterhandle
August 10–12, 2015 | #CZLSF | @ClickZLive

31. @twitterhandle
August 10–12, 2015 | #CZLSF | @ClickZLive

32. @twitterhandle
August 10–12, 2015 | #CZLSF | @ClickZLive

33. @twitterhandle
August 10–12, 2015 | #CZLSF | @ClickZLive
#wpSEOday @radioms

34. @twitterhandle
August 10–12, 2015 | #CZLSF | @ClickZLive
@semrush @radioms

35. @twitterhandle
August 10–12, 2015 | #CZLSF | @ClickZLive
Opportunity is: Retention
Customer Service
Brand Reputation Management
cross-­sell, upsell, accessorize, service,
equip, refuel, resubscribe, reduce churn,
retain customers, increase LTV
#wpSEOday @radioms

36. @twitterhandle
August 10–12, 2015 | #CZLSF | @ClickZLive
Opportunity is: Reputation
42% of complainers on social media
expect a response in under 60 minutes.
~ Edison Research
95% of those, commiserate with others
about poor customer-­service
~ ZenDesk 2013
#wpSEOday @radioms

37. @twitterhandle
August 10–12, 2015 | #CZLSF | @ClickZLive
4] The Missed Opportunities and Threats
Lurking at the Bottom of the Funnel
Google Analytics
Google Search Console
Site Search
SEMrush
UserVoice, Convirza, Marchex
Mention, Topsy, SocialMention
#wpSEOday @radioms

38. @twitterhandle
August 10–12, 2015 | #CZLSF | @ClickZLive
4] The Missed Opportunities and Threats
Lurking at the Bottom of the Funnel
Seeking Discounts, Coupons, Promo Codes
Shipping questions
Bundles, Bulk or Multi-­Packs
Packaging queries
Demonstrations of use
Installation instructions
Ratings, Reviews, Testimonials
Complaints, Comments and Compliments
#wpSEOday @radioms

39. @twitterhandle
August 10–12, 2015 | #CZLSF | @ClickZLive
@semrush @radioms

40. @twitterhandle
August 10–12, 2015 | #CZLSF | @ClickZLive
@semrush @radioms

41. @twitterhandle
August 10–12, 2015 | #CZLSF | @ClickZLive
Opportunity is: Where you find it
Gather all your co-­workers:
SEO
PPC
Customer Service
Social Media
PR
Product Development
Franchise Mgmt
#wpSEOday @radioms

42. @twitterhandle
August 10–12, 2015 | #CZLSF | @ClickZLive
@radioms
Questions?
#wpSEOday @radioms

43. @twitterhandle
August 10–12, 2015 | #CZLSF | @ClickZLive
@radioms
Free 15-­Day Guru Trial!
Activate before Nov. 15!
http://bit.ly/freeguru15
#wpSEOday @radioms

44. @twitterhandle
August 10–12, 2015 | #CZLSF | @ClickZLive
@radioms
Thank you!
#wpSEOday @radioms

45. @twitterhandle
August 10–12, 2015 | #CZLSF | @ClickZLive
@radioms
SEMrush is the World’s Leading
Digital Marketing Data Suite for
Keyword and Competitive Research.
Versatile. Affordable.
Now: Double the U.S. Data,
+ Social Reporting + SEO Ideas
#wpSEOday @radioms