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Facetime with an SEO Expert
Mike Turner Senior SEO Strategist Director, Business Development
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Webinar Agenda
1. 2012 State of Digital Marketing Survey
2. State of Search Marketing
3. A Shift in the Purchasing Process
4. Importance of Measurement and Attribution
5. Live Site Analyses
@webmarketing123 #wm123
Webinar Agenda
1. 2012 State of Digital Marketing Survey
2. State of Search Marketing
3. A Shift in the Purchasing Process
4. Importance of Measurement and Attribution
5. Live Site Analyses
@webmarketing123 #wm123
2012 Digital Marketing Survey
In July, we surveyed over 500 U.S. marketing professionals
2nd annual State of Digital Marketing Report
@webmarketing123 #wm123
Lead Generation is the #1 Objective of B2B marketers
Top objectives and biggest impact
SEO Makes the Biggest Impact on Lead Generation
2012 Digital Marketing Survey
@webmarketing123 #wm123
Your target audience is searching for you.
Your target audience is searching for you.
@webmarketing123 #wm123
Webinar Agenda
1. 2012 State of Digital Marketing Survey
2. State of Search Marketing
3. A Shift in the Purchasing Process
4. Importance of Measurement and Attribution
5. Live Site Analyses
@webmarketing123 #wm123
4 Billion Searches on Google Every Day
~90% of Clicks* Happen on the 1st Page of Search Results
60% of Clicks are on Top 3 Results
*Brandsofttech, Cornell
*Cornell
*SEOmoz
State of Search
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State of Search
*Google and Compete B2B Customer Study
@webmarketing123 #wm123
Webinar Agenda
1. 2012 State of Digital Marketing Survey
2. State of Search Marketing
3. A Shift in the Purchasing Process
4. Importance of Measurement and Attribution
5. Live Site Analyses
@webmarketing123 #wm123
On average, B2B decision maker will wait two weeks after their initial visit before converting. (Google, Compete B2B Customer Study)
B2B Buyers are moving 60-70% of the way through the sales funnel before they engage directly with sales reps (Forrester)
Shift in Purchasing Process
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Introducers
Influencers
Closers
² Keyword searches
(Broad/generic)
² Display advertising
² Email marketing
² Social media
² Brand names
² Search advertising
² Remarketing
² Search marketing
² Model numbers
² Branded terms
Decisions are being made higher in the funnel
Shift in Purchasing Process
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Search is your virtual marketplace
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Lead-to-Customer Close % by Channel
Inbound Marketing Channels Close More Deals
@webmarketing123 #wm123
Webinar Agenda
1. 2012 State of Digital Marketing Survey
2. State of Search Marketing
3. A Shift in the Purchasing Process
4. Importance of Measurement and Attribution
5. Live Site Analyses
@webmarketing123 #wm123
How successfully are you using digital marketing to advance your business?
@webmarketing123 #wm123
STRATEGIC SEO by
Strategy Implementation Tracking & Adjustment
1
2
3
Business Research, Competitive Audit
and Opportunity Analysis
Reporting with KPI Scorecard,
Attribution and Optimization
Keywords Selection and
Mapping
Content Blog, Press Releases,
White Papers, “How-To”, News
Inbound Links
Social Signals
Meta Content
Page Titles, URL’s
Site Architecture
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Importance of Keyword Selection
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Use Google tools to Measure Demand
Adwords Keyword Tool
Keyword list with search volume
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Keyword Mapping
@webmarketing123 #wm123
Webinar Agenda
1. 2012 State of Digital Marketing Survey
2. State of Search Marketing
3. A Shift in the Purchasing Process
4. Live Site Analyses
5. Importance of SEO Measurement and Attribution
@webmarketing123 #wm123
More than half of CMOs feel insufficiently prepared to provide hard numbers regarding marketing program ROI.
Source: Deloitte CMO Summit, 2012
Search Marketing ROI
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7 in 10 marketers can’t attribute ROI from SEO – the #1 channel for lead generation.
Source: Webmarketing123 State of Digital Marketing Survey, 2012
Hundreds of SEO keywords get potential customers to your website, but only a handful of those keywords lead to closed deals.
Search Marketing ROI
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From search to CRM, justify your SEO investment
GOOGLE ANALYTICS- - - - - - - - - - - - - - - - - - - - - - - - - | KEYTOUCH ATTRIBUTION - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- |
Search Marketing ROI
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Example report
Search Marketing ROI
Easily identify which keywords contribute to revenue and which are most likely to close deals
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LIVE SITE ANALYSES
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Thank you!
Download the 2012 State of Digital Marketing Report Available on our homepage.
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