This document provides an overview of a webinar about justifying SEO spending through ROI analysis. The webinar agenda includes defining ROI and starting to measure key metrics like ranks and traffic. It also discusses setting up goal and event tracking, using attribution tools to analyze the full customer journey, and connecting SEO ROI to unique marketing goals through ongoing optimization. Attendees are invited to request a free digital marketing analysis by contacting the webinar hosts.

1. The ROI of SEO:
3 Steps to Justifying Your Marketing Spend
Strategies for staying one step ahead of the rest
Dial: +1 (215) 383-1016
Access Code: 445-904-655
@webmarketing123
@bradleywjoe
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2. Housekeeping Items
 Are the slides available?
 Yes! Please email seo@webmarketing123.com
 We want to hear from you!
@webmarketing123
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facebook.com/webmarketing123
 Want to learn more?
 Contact us for a complimentary SEO Website Analysis.
Details at end of webinar.
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3. Webinar Agenda
The Crawl Stage
1 Define your ROI and start measuring
The Walk Stage
2 Set up goal and event tracking
The Run Stage
3 Use attribution management tools and analyze your impact
Putting It All Together
4 Connect the ROI of SEO to each unique digital marketing goal
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4. Webinar Agenda
The Crawl Stage
1 Define your ROI and start measuring
The Walk Stage
2 Set up goal and event tracking
The Run Stage
3 Use attribution management tools and analyze your impact
Putting It All Together
4 Connect the ROI of SEO to each unique digital marketing goal
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5. 1 Define ROI
To successfully measure ROI for your campaign, you first need to
define ROI
Definition:
A performance measure used to evaluate the efficiency of an investment or
to compare the efficiency of a number of different investments.
ROI =
(Gain from Investment – Cost of Investment)
________________________________________
Cost of Investment
Courtesy of investopedia.com
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6. 1 The Digital Marketing Mix - Crawl
Budgets for digital marketing initiatives are increasing both in
absolute total, as well as in their proportion of entire marketing
budgets
Source: American Marketing Association, Forrester Research’s US
Interactive Marketing Forecast 2009-2014; Cambridge, Mass
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7. 1 US Online Ad Spend (Billions)
Specifically for online ad spend, budgets are increasing about 10%
per year
Source: eMarketer, Nov 2010
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8. 1 Why Analytics? Why Now? - Crawl
With ever-increasing data sources available, businesses need
metrics that are straightforward and actionable
Insight and Action
• Removes the guesswork from marketing programs
• Allows for projections and comparisons to past performance
• True accountability at all levels!
Competitive Advantage
• Better alignment/deployment of resources
• More accurate data to determine what’s working (and what’s not)
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9. 1 Web Analytics Essentials - Crawl
Web analytics programs currently used by enterprises
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10. 1 Web Analytics Essentials - Crawl
What businesses look for when selecting a web analytics program
• Reliability, cost, and ease of use
• Data “must haves”
• Speed, flexibility, and visualization
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11. 1 Optimal Data Collection - Crawl
Regardless of which analytics program your business uses, there are
a few “must haves” for optimal data collection
The ability to track “goals”
• Sales/transactions
• Form fill outs
• Downloads, newsletter subscriptions
Implementation of Tracking Code on All Pages of
Site
• Know that the data is reliable and enterprise-wide
• Cross-domain, sub-domain tracking script will be
critical, especially for large enterprises with multiple
sites
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12. 1 Start Tracking Ranks - Crawl
Analyze ranking reports by keyword search volume
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13. 1 Start Tracking Traffic - Crawl
Dig into the market trends to determine your strengths and focus on
continually improving your position
• Compare your metrics to past data
• Observe possible seasonality factors
• Track your progress through non-paid, non-branded traffic trends
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14. Webinar Agenda
The Crawl Stage
1 Define your ROI and start measuring
The Walk Stage
2 Set up goal and event tracking
The Run Stage
3 Use attribution management tools and analyze your impact
Putting It All Together
4 Connect the ROI of SEO to each unique digital marketing goal
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15. 2 Set Up Goal Tracking - Walk
Manage and monitor your conversion funnel
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16. 2 Set Up Event Tracking - Walk
Event tracking is useful for analyzing actions that do not correspond
directly to page views
#wm123 *Images courtesy of Google
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17. Webinar Agenda
The Crawl Stage
1 Define your ROI and start measuring
The Walk Stage
2 Set up goal and event tracking
The Run Stage
3 Use attribution management tools and analyze your impact
Putting It All Together
4 Connect the ROI of SEO to each unique digital marketing goal
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18. 3 Start Running – Run Stage
Then: The Funnel Metaphor
#wm123 Source: http://hbr.org/2010/12/branding-in-the-digital-age/sb1 #wm123

19. 3 Search Marketing and the Complex Sale
Now: The Customer Decision Journey
#wm123 Source: http://hbr.org/2010/12/branding-in-the-digital-age/sb1 #wm123

20. 3 Monitor Your Digital Channels – Run Stage
Prospects arrive through a variety of digital channels: SEO, paid ads,
remarketing, display, referral, social, and more.
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21. 3 Measure Your ROI – Run Stage
Online attribution management tools can close the loop from first
touch to closed deal
Allows for 360 tracking from initial keyword search to closed opportunity by uncovering
data from Analytics and CRM into unified view.
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22. 3 Why Digital Marketers Need This – Run Stage
Full Funnel Digital Visibility
- Reality is that there are several - Most marketers would
touch points before the “closer” attribute sales to last
that influenced the purchase touch, i.e. “closers”
decision
- Marketing currently gets no
credit for these!
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23. 3 Why Digital Marketers Need This – Run Stage
Full Funnel Digital Visibility
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24. 3 Why Digital Marketers Need This – Run Stage
Full Funnel Digital Visibility
Introducer Influencer Influencer Closer
Organic – Non Direct
Branded Email Marketing Direct
“Company
“CRM Software” Name”
Campaign “Bookmarked”
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25. Webinar Agenda
The Crawl Stage
1 Define your ROI and start measuring
The Walk Stage
2 Set up goal and event tracking
The Run Stage
3 Use attribution management tools and analyze your impact
Putting It All Together
4 Connect the ROI of SEO to each unique digital marketing goal
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26. 4 Putting It All Together
Engage in monthly sustainment and iteration
On-Page Changes
Measuring
Improvement in
Link Building
Rankings and Site
Engagement
Monitoring Visitor Tracking Spider
Analytic Data Crawls
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27. Contact Us about Qualifying for a Free Digital Marketing Analysis
Thank you for your attendance today!
Custom Analysis includes:
-Competitive Report: find out where you rank against your top
competitors and what tactics they’re employing
-Opportunity Analysis: learn how to improve your Digital Marketing
Strategy and see how much opportunity is available for your company
-Website Analytics: detailing the keywords, sources, and referrals that
visitors are using to discover your website
- Search Engine Friendliness Report: crawl-ability analysis of your site
Please contact:
seo@webmarketing123.com
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28. Thank You!