1. SEO Attribution for Dummies
Mike Turner
SEO Expert & Director of Business Development
Webmarketing123
@webmarketing123 #123webinar

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3. Some Practical Matters
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4. Agenda: SEO Attribution for Dummies
1 What is Marketing Attribution?
2 Challenge and Value for Marketers
3 How to know ROI from Search (i.e. SEO)
4 Case Studies
5 Key Takeaways
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5. What is Marketing Attribution?
In 1902, advertising
innovator John Wanamaker
famously lamented,
“Half the money I spend
on advertising is wasted;
the trouble is, I don’t
know which half”
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6. What is Marketing Attribution?
Digital Marketing is Measurable
…which means more pressure on
marketers to prove the return on
their program investments.
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7. What is Marketing Attribution?
Give credit where credit is due
Attribution is about assigning a value to a marketing action that results
in a reaction (i.e. conversion or sale) from your target (i.e. customer).
Keyword Search
Conversion Visit
2 Week Break
Types your URL
Directly in Browser
SALE
Receives Email
First Visit
Second Visit
• On average, B2B decision makers will wait two weeks after their initial
visit before converting (Google Think B2B Study)
• If you track Last Touch only, you aren’t giving credit to the initial Organic Search.
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8. What is Marketing Attribution?
Types of Attribution Models
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9. What is Marketing Attribution?
Types of Attribution Models cont.
Custom model based on your interactions
and unique business
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10. Agenda: SEO Attribution for Dummies
1 What is Marketing Attribution?
2 Challenge and Value for Marketers
3 How to know ROI from Search
4 Case Studies
5 Key Takeaways
@webmarketing123 #123webinar

11. ?
POLL:
What is your current level of attribution
maturity?
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12. Challenge and Value of Attribution
More than half of CMOs
feel insufficiently prepared
to provide hard numbers
regarding marketing
program ROI.
Source: Deloitte CMO Summit, 2012
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13. Challenge and Value of Attribution
Hundreds of SEO keywords introduce people
your website, but only a handful capture and
convert in-market customers.
Can you track introducing keywords & sources and do you
know where you rank on Google for those keywords?
7 in 10 marketers can’t attribute ROI from SEO
– the #1 channel for lead generation.
Source:Webmarketing123 State of Digital Marketing Survey, 2012
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14. Challenge and Value of Attribution
Why spend time and resources to do it?
You’re currently investing 200K on PPC or maybe hired an
SEO agency for 100K. Do you know how many new leads
were introduced through these channels, although they
converted on a direct visit 2 weeks later?
Attribution is the ultimate tool
for planning all aspects of a future
ad campaign, i.e. SEO keywords,
budget, content strategy, creative,
sites, placements, etc.
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15. Challenge and Value of Attribution
Increase Spending Where it Makes the Biggest Impact
eConsultancy, 2012
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16. Challenge and Value of Attribution
72% of Attribution Savvy Marketers are Better Able to
Allocate Budget Across Channels
eConsultancy, Feb 2012 @webmarketing123 #123webinar

17. Agenda: SEO Attribution for Dummies
1 What is Marketing Attribution?
2 Challenge and Value for Marketers
3 How to know ROI from Search
4 Case Studies
5 Key Takeaways
@webmarketing123 #123webinar

18. How to Uncover ROI from Search
Multi-Touch Attribution has a significant barrier to entry:
To assign value to a marketing action, you need to know all
activities a customer took prior to converting
SALE
This requires a lot of tagging and coordination between your IT and
Marketing teams.
But there ARE things you can do.
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19. How to Uncover ROI from Organic Search
Google Attribution Solutions:
AdWords Search Funnels and Multi-Channel
Funnels. Recently, Google announced Attribution
Modeling as well in Google Analytics.
Pros:
• Gauge the impact of your channels and referral sources on an aggregate level
Cons:
• Can only track previous activities up to 90 days
• Can NOT track individuals and what keywords they used to find you prior to
converting (all Google data is in aggregate)
• Does not track further into the CRM platform and tie to opportunity or closed deal
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20. How to Uncover ROI from Organic Search
Webmarketing123 Attribution
GOOGLE ANALYTICS- - - - - - - - - - - - - - - - - - - - - - - - - |
KEYTOUCH ATTRIBUTION - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- |
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21. How to Uncover ROI from Organic Search
Webmarketing123 Attribution
KeyTouch Attribution: FullTouch Attribution:
Know which campaigns or SEO Tracks all marketing touch points that
keywords attract prospects (first touch) influenced a customer along their
and which turn them into customers path to becoming a new customer
(last touch) (multi-touch)
Pros:
• Track previous activities up to 6 months.
• CRM Integration enables you to track individuals and their behaviors prior to converting
• Empowers you to place a dollar value on a keyword (connect keywords to revenue)
Cons:
• More granular reporting may discover that current campaigns are not well managed
• Some companies may have aversion to tracking individuals
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22. Example of Full Touch Reporting
• Majority of Marketers are not ready for this model
• Can be a managed or self-service
• Clients that use this model are able to prove the true value of their
investments
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23. How to Know ROI from Search
Successful companies using attribution….
• See it as a powerful opportunity within the larger context
of their data strategy
• Gain buy-in from management and other channel leaders
on the approach
• Abandon last click CPA as sole measure of performance
• Build a simple, manageable model that can be
understood and used effectively
• Immediately realize that direct traffic is over inflated in
terms of contribution to revenue.
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24. Agenda: SEO Attribution for Dummies
1 What is Marketing Attribution?
2 Challenge and Value for Marketers
3 How to know ROI from Search
4 Case Studies
5 Key Takeaways
@webmarketing123 #123webinar

25. 2 Case Studies using KeyTouch
Attribution to gain valuable insights
INTERNAL CASE STUDY: WEBMARKETING123
CLIENT CASE STUDY: GLOBAL MANUFACTURER
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26. CASE STUDY: WEBMARKETING123
$75K from 1 Keyword in 4 Minutes
We optimize for hundreds of keywords, one of which
is “SEO Company”. Here’s one example of how we
were able to track a closed deal back to a specific
keyword.
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27. CASE STUDY: WEBMARKETING123
1. Prospect searched “SEO Company”
2. Clicked Organic search result
3. Spent 4 minutes on site,
filled out “Contact Us” form
4. Nurture email brought them
back to the site and kept our
brand top of mind. Deal closed 3
months later
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28. CASE STUDY: WEBMARKETING123
Working backwards from a closed deal and being
able to attribute the lead source to organic search for
“SEO company” gives us 75,000 reasons to focus
efforts on optimizing for keyword “SEO company”
#1
#2
#3
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29. CASE STUDY: GLOBAL MANUFACTURER
Two SEO Keywords Created $1.5 Million in Pipeline
Opportunity for a Global Manufacturer
• After a few months of working with us, had
increased the % of keywords that were ranking on
page one of Google (original objective of
campaign)
• But weren’t tracking which keywords were creating
opportunities or sales and there was increasing
pressure from exec team to prove marketing
ROI.
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30. CASE STUDY: GLOBAL Test & Measurement MANUFACTURER
Gaining Visibility into ROI
Global Manufacturer worked with us to implement “Search to CRM” tool. In
just 2 days, they began to connect keywords to closed deals within their
CRM – and then view lead source data directly in their lead view.
2 weeks later, client was able to attribute $1.5 million in
revenue opportunity to 2 SEO campaign keywords – more
than justifying their initial investment in SEO.
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31. Example Report
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32. Agenda: SEO Attribution for Dummies
1 What is Marketing Attribution?
2 Challenge and Value for Marketers
3 How to know ROI from Search
4 Case Studies
5 Key Takeaways
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33. Key Takeaways
• Although 70% of marketers aren’t able to tie revenue to
SEO, it IS possible to track closed deals back to a specific
keyword or marketing campaign.
• Attribution is necessary to make informed decisions and you
most likely have the tools to get started today.
• Don’t measure simply traffic and/or conversions.
Understand exactly which SEO keywords generate leads,
drive opportunities, and close deals.
• If you need help, email us at seo@webmarketing123.com
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34. We invite you to…
Download:
2012 State of Digital Marketing Report
bit.ly/2012wm123
webmarketing123.com
Email me for a Consultation:
ü SEO/PPC/Social Media Marketing
ü Measurement/Analytics Approach
ü Lead Gen Effectiveness
Mike.t@webmarketing123.com
Tues. NEXT WEEK’S WEBINAR:
12/4
Mission Possible: Prove
SEO Value with Marketing
Automation
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