For Search Marketers, when requesting budget and resource of your executive leadership team, remember: Speak their language, use terminology that resonates with them, show the value in the numbers and show the upside and always remember it's about the customer and sending them through a positive customer journey in order to get them to convert. Positive Customer Journey = Happy Customer = Conversion = Revenue

1. WHAT’S THE BUSINESS VALUE OF
SEARCH DATA:
SPEAKING THE EXECUTIVE LANGUAGE
Jennifer Hoffman, Marketing Director
DeepCrawl
Advanced Search Summit 2018
@_JHoff AdvancedSearchSummit

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WHEN IN NAPA...

3. The US consumes more wine than any
other country – 949,000,000 Gallons of
wine in 2016 alone!
SIZE OF THE WINE INDUSTRY
@_JHoff AdvancedSearchSummit 3Source: https://www.wineinstitute.org/resources/statistics/article86

4. Keyword ‘WINE’ receives over 673,000 search
queries per month
SEARCH VOLUME
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5. THE POWER OF ORGANIC SEARCH
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Google receives over 65,000 search
queries per second.
Organic search drives 51% of all
traffic.
Source: http://www.internetlivestats.com/one-second/#google-band
Source: https://searchengineland.com/study-organic-search-drives-51-traffic-social-5-202063

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THE DISCONNECT:
WHY ARE SEOs STILL FIGHTING FOR
BUDGET?

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THE EXECUTIVE LEADERSHIP TEAM

8. Brand Visibility & Market Share
Marketing ROI
The Bottom Line aka Revenue
WHAT ARE THEY LOOKING FOR?
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9. THAT’S NOT A THING!
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Photo Cred: Jono’s Facebook

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BREAK OUT OF YOUR TUNNEL VISION

11. IT’S ABOUT THE CUSTOMER JOURNEY
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SPEAKING THE EXECUTIVE
LANGUAGE

13. Customer Acquisition Cost (CAC)
Customer Lifetime Value (CLTV)
Average Order Value (AOV)
Return On Investment (ROI)
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TERMS THAT MAKE EXECUTIVES HAPPY

14. Brand Visibility
&
Market Share
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PUTTING IT TOGETHER

15. If my pages are even being indexed
If and where my content is ranking
What backlinks I have feeding into my site
How my site navigation is structured
YOUR VIEWPOINT
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Crawl data tells me:

16. Are we number one on Google?
How much traffic are we seeing?
How do we stack up against our competitors?
THEIR VIEWPOINT
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But they still ask:

17. TRANSLATION
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18. Marketing ROI
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PUTTING IT TOGETHER

19. Where I have slow loading pages
How many redirects and broken pages I have
Where I have internal linking issues
Where there’s potential traffic being wasted
Where I have thin or duplicate content
YOUR VIEWPOINT
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Crawl data tells me:

20. What marketing channels are driving the most traffic?
How is the budget being allocated?
How much revenue is being generated?
THEIR VIEWPOINT
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But they still ask:

21. TRANSLATION
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22. WASTED OPPORTUNITY
AdvancedSearchSummit@_JHoff 2321

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THE BOTTOM LINE - REVENUE
The Bottom Line-
Revenue

24. Where there is potential for leakage on my site
Where there are areas for improvement in my UX
If my site is configured for the mobile-first world
If I have slow loading pages
YOUR VIEWPOINT
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Crawl data tells me:

25. How many new customers did we gain?
How much revenue was generated?
What’s our CAC?
What’s our CLTV?
THEIR VIEWPOINT
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But they still ask

26. TRANSLATION
@_JHoff AdvancedSearchSummit 22Source: https://www.branded3.com/site-speed-conversion-rate/
1 Second of load time = 7% Loss in traffic

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TRANSLATION
Your Website
Revenue

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PROVING VALUE WITH
NUMBERS:
A SIMPLE FORMULA

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EXAMPLE: GOODWINESHOP.COM

30. Traffic Per Month: 19,450
Conversion Rate: 2.34%
Average Order Value: $249.00
GOODWINESHOP.COM STATS
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31. Traffic X Conversion Rate X Average Order Value = Net
Revenue
GOODWINESHOP.COM :
19,450 x 2.34% x $249.00 = $113,327.37
SIMPLE NET REVENUE EQUATION:
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32. They run a crawl and now understand where they have traffic
leakage across their site, where customers are seeing a few 404
pages and worse several out of stock pages.
Errors fixed = New CR of 2.85%
RUNNING A SITE CRAWL
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33. Traffic X Increased Conversion Rate X AOV = New Net Revenue
GOODWINESHOP.COM NUMBERS:
19,450 x 2.85% x $249.00 = $138,026.93
DIFFERENCE IN REVENUE = $24,699.55
NET REVENUE EQUATION: INCREASED CONVERSION RATE
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34. They continue to optimize their site, fixing broken linking
structure, page markups, and implement structured data.
Optimization = Increase in organic traffic by 7%
CONTINUED SITE HEALTH MONITORING
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35. Increased Traffic X Increased Conversion Rate X AOV =
New Net Revenue
GOODWINESHOP.COM NUMBERS:
21,500 x 2.85% x $249.00 = $152,574.75
DIFFERENCE IN REVENUE = $39,247.38
NET REVENUE EQUATION: INCREASED TRAFFIC
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36. GoodWineShop.com Monthly
Growth: $39,247.38
GoodWineShop.com Annual Growth:
$470,968.56
SUMMARY
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Show them the
upside!!

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VISUALIZE IT:
THE POWER OF DASHBOARDS

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DEEPCRAWL DASHBOARDING FOR SEO’s

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EXECUTIVE DASHBOARDING

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IN CONCLUSION:
MINI ANALOGY

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THE CENTER OF THE WHOLE PROCESS

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THE FINISHED PRODUCT

43. Keep it top level
Make it resonate
Show the value in numbers
It’s all about the customer
TIPS
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Bryan Eisenberg
Partner of Buyer Legends
Author of ‘Be Like Amazon’
‘Trying to increase sales by simply driving more
traffic with a poor customer conversion rate is like
trying to keep a leaky bucket full by adding more
water instead of plugging the holes!’

45. THANK YOU
Jennifer Hoffman
Marketing Director
DeepCrawl
@_JHoff AdvancedSearchSummit