SEO: The Good, The Bad, and How to Get More Out of It #BOLO2013
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The document discusses strategies for selling and servicing SEO in 2014. It emphasizes that SEO continues to grow in importance for driving traffic and sales. It provides tips for more effective SEO pitches that show results and forecast returns, prioritize efforts, and collaborate across marketing channels. The document advocates for an agile approach to SEO through short sprints with measurable goals tied to key performance indicators.
SEO: The Good, The Bad, and How to Get More Out of It #BOLO2013
- 1. How to Sell & Service SEO in 2014
- 2. IMPORTANCE OF SEO CONTINUES TO GROW Despite many SEO is Dead claims by so-called experts How Consumers Found Websites in 2012 Report by Forrester 2 / #BOLO2013 @nickroshon
- 3. SAME FOR ALL OF E-COMMERCE, TOO Maybe buying stuff on the internet isnt just a fad? eMarketer Worldwide B2C Ecommerce 2013 Forecast and Compartive Estimates 3 / #BOLO2013 @nickroshon
- 4. LOTS OF UNCERTAINTY / GOSSIP IN SEO Its a mad, mad world 4 / #BOLO2013 @nickroshon
- 5. BUT THATS NOT UNIQUE TO SEO EITHER The truth is, maybe this stuff isnt as easy as we all thought? Adobe Digital Distress Study, 2013 5 / #BOLO2013 @nickroshon
- 6. IN THE END: ROI STILL MATTERS Money in, money out Adobe Digital Distress Study, 2013 6 / #BOLO2013 @nickroshon
- 7. AND SEO GENERATES IT. How we helped a Client blow their numbers out of the water 258% 84% 40% 7 / #BOLO2013 @nickroshon INCREASE IN PAGE 1 VISIBILITY FOR NON-BRANDED QUERIES YOY INCREASE IN ORGANIC SEARCH TRAFFIC YOY INCREASE IN ECOMMERCE SALES COMING FROM ORGANIC
- 8. A few tips to make your pitches more effective & compelling HOW TO SELL SEO 8 / #BOLO2013 @nickroshon
- 9. HOW VS. WHY SELLING The differences between How and Why Selling http://blog.hubspot.com/sales/persuasion-tactics-how-vswhy-selling 9 / #BOLO2013 @nickroshon
- 10. SHOW YOUR WORK, TELL A STORY Provide a little work for free, share experiences/stories from other accounts 10 / #BOLO2013 @nickroshon
- 11. 11 / #BOLO2013 @nickroshon
- 12. JUST SAY NO Dont sell clients things they dont need even if they ask for it Adobe Digital Distress Study, 2013 12 / #BOLO2013 @nickroshon
- 13. FORECAST RETURNS You cannot guarantee results, but that doesnt mean you cant forecast at all What is cost in PPC? What is expected traffic? How long to improve? Case Studies? Adobe Digital Distress Study, 2013 13 / #BOLO2013 @nickroshon
- 14. SCOPE TO DELIVERABLES, NOT JUST HOURS Incentivize efficient work, make it clear what clients are getting SCOPING BEST PRACTICES FOR SEO: Make it clear what objectives & KPI of SOW are Scope to deliverables, but include plenty of time to consult on implementation, training Put project goals IN WRITING 14 / #BOLO2013 @nickroshon
- 15. PRIORITIZE EVERYTHING, HOLD HANDS Dont just instruct how to fish, get the boat out and go fishing together GOOD: BETTER: BEST: Here is a list of things wrong with your website Heres how you could potentially fix those things Lets prioritize & scope every change needed, and put a business case behind each one 15 / #BOLO2013 @nickroshon
- 16. MARKET YOUR MARKETING Make your wins noticeable through KPI-oriented reporting... 200 Rules for Reporting: 180 1) 2) 3) 160 140 INCREASE IN TRAFFIC Focus on KPIs Include all channels Make it look nice 120 100 INCREASE IN REVENUE 80 60 40 DECREASE IN AD-SPEND 20 0 Clicks Revenue SEO or SEM SEO + SEM 16 / #BOLO2013 @nickroshon Spend
- 17. COLLABORATE WITH OTHER CHANNELS Never take credit for wins SEO supports the larger goal PPC Ad Copy Testing influencing SEO Meta Descriptions Content Strategy influenced by SEO Keyword Research Web Design & Creative influenced by SEO Best Practices SOCIAL MEDIA PAID MEDIA REPORTING AND ANALYTICS VIDEO & BLOG STRATEGY CONVERSION OPTIMIZATION SEO Data, Deliverables & Consulting 17 / #BOLO2013 @nickroshon CREATIVE
- 18. GET AGILE: ALWAYS BE SHIPPING Dont try to do too much at once its overwhelming for both agency & client Organize in short sprints rather than huge waterfalls Keep each sprint focused on S.M.A.R.T. goals, tied to KPIs SEO is not a finite task, its an on-going process Check out my preso from BOLO 2012 on Agile SEO Here: http://www.slideshare.net/nickroshon/agile-seo-optimizing-in-realtimebolo-2012 18 / #BOLO2013 @nickroshon
- 19. WHAT IT LOOKS LIKE: ANOTHER EXAMPLE Once trust and proof of concept is established, it sells itself 2.5 MM CM 19 / 息2013 Covario, Inc. All rights reserved.
- 20. Nick Roshon Account Director, Covario nroshon@covario.com @nickroshon 20 / #BOLO2013 @nickroshon
- 21. ABOUT ME / ABOUT COVARIO Thanks for having me! NICK ROSHON Account Director, Covario Tech Editor of Search and Social: The Definitive Guide to Real-Time Content Marketing Blogger at NicksCarBlog.com, NickRoshon.com, NicksTravelBlog.com Previously Sr. SEO Strategist @iCrossing COVARIO Global Search Agency 9 Offices, 250+ Employees WW 2x winner of OMMA Search Agency of the Year Forrester Strong Performer in Search Marketing Wave Headquartered in San Diego, CA 21 / #BOLO2013 @nickroshon
Editor's Notes
- #2: Tell a story on every slideMy big takeaway from Day 1 was from Steven Picanza that conferences are best for inspiration & networking rather than getting nitty gritty on strategy, so my goal here is to get creative juices flowing
- #4: Especially true in Mobile
- #5: Give a shout-out to Bing here, they arent so anti-SEO. Session on Monday said Dont even bother with SEO thanks to Hummingbird, Google doesnt care if keywords are in content. Exactly what Google wants you to think, but Good SEO still works ;)
- #6: Gareth Kay keynote also mentions this lots of pessimism in advertising, we arent sure what were doing. Clients dont feel we offer good value for the money, dont boost corporate profitability. People beat up on SEO but same with email (no one opens it), banner ads (more likely to get struck by lightning), TV ads (people just fast forward, viewership is fragemented and digital), etc.
- #10: This was a pervasive theme of Day 1 of the conference in nearly every session I sat in on was offering value, helping people. Joel Cambley, Steph Parker, others. Also hubspot is here, and this is their content so thank them ;) Ultimately this is Youtility at its finest.
- #11: SEO is a big scary topic, lift the komono and show them what your strategy, what youd do, how you think. Much akin to an interview, this is a case study question. Hated those in college, but they were great at getting people talking. Best of all youre showing, not telling, how you work. TELL STORIES. Shane from Contently, Alan from Sapient Nitro both talked a lot about storytelling/storyscaping.
- #12: Clients love agencies that are hungry. Come to the pitch like youre fucking starved. Bring youre a-team, not your sales guys.
- #13: Story of waiter telling people to get second most expensive thing builds credibility Robert Cialdini book.Saying No builds trust in the rest of your proposalClients dont always know what they want/need, or how to get thereSelling unnecessary services/items ultimately drags down ROI
- #14: We cant get it perfect, but no one can. Forecast and perfect.
- #15: Deliverables rather than hours allows you to beat margins if youre efficient, lose against margins if notHours do work in some cases
- #16: Scope time for implementation reviews. 20% of work is identifying issues, other 80% is implementingEvery deliverable needs time to review, present, and follow-throughOften recommendations cannot be implemented, so recommendations need to be a conversation about what can or cant be done, rather than a list of directivesOften recommend multiple technical audits per year, as not everything gets implemented correctly or fullyUse technology to automate checking where possibleOver-communicate to ensure delivery
- #17: Just like last slide, cant report in a vacuum either. Make your reports sexy, otherwise theyll be ignored.
- #18: If client thinks SEO lives in a vacuum, theyre less likely to care. Its Just an SEO Problem rather than something bigger.
- #19: Waterfall trying to do everything at once, gathering all requirements before moving to next step. Basically like doing an Epic all at once rather than breaking in to smaller stories/enhancements. Startup mentality from Dan Zelikman startups are agile, versitalie, lean, focus, make mistakes fast.