1. SEO FOR CEOS
Doug Platts
Snr Director, SEO
iCrossing
@dougplatts

2. THE CEO

3. IMPORTANCE GROWTH
IN THE BOARDROOM
STRATEGY INVESTMENT

4. IMPORTANCE

5. EVERYONE’S DOING IT

6. Branded vs. Non Branded
Organic Search Visits
Data: Top 20,000 Keywords - Omniture SiteCatalyst, 2011
TRAFFIC IMPORTANCE
Non Bran
UNDERSTAND YOUR ANALYTICS Unavailab
Branded
BRAND NON-BRAND

7. ALIGN TO YOUR BUSINESS GOALS

8. KPIS: GOOD VS BAD
CONVERSIONS PAGE VIEWS
REVENUE BOUNCE RATE
PROFIT % OF TRAFFIC FROM SEO
BRAND AWARENESS VANITY TERMS
GENERIC TERMS TIME ON SITE
TAIL TERMS PAGERANK/MOZRANK
TRAFFIC DRIVING TERMS

9. GROWTH

10. DATA
YEAR ON YEAR
OTHER ACTIVITY
OTHER CHANNELS
COMPETITORS
HIGH LEVEL

11. FORECASTING

12. THINGS TO CONSIDER
ROI CURRENT ENVIRONMENT
BUDGET ALLOCATION MARKETING ACTIVITY
OPPORTUNITY ACTUAL DATA
‘EDUCATED’ GUESS REFORECAST
MANY VARIABLES STANDARD DEVIATION BOUNDS

13. STRATEGY

14. HIGH-LEVEL SUCCESS
FUNDAMENTALS
BARRIERS SUCCINCT

15. EVOLVING STRATEGY

16. INVESTMENT

17. MANAGING EXPECTATIONS
BRAND AWARENESS BRAND MANAGEMENT
SMALLER BUDGETS LARGER BUDGETS
BIGGER EXPECTATIONS MULTIPLE PROJECTS
MORE AGILE LONG SIGNOFF
LESS RESOURCE MORE RESOURCE
SOLE MARKETING CHANNEL SOLE MARKETING CHANNEL
HIGH RELIANCE ON RETURN MARKETSHARE
NEW TO SEO HIGHER LEVEL OF KNOWLEDGE
FOCUSSED CAMPAIGN BROAD CAMPAIGN

18. TIERED GROWTH

19. TEST AND LEARN

20. LAST FEW WORDS
Doug Platts
Snr Director, SEO
iCrossing
@dougplatts