SEO Habits of World Class Companies - Webinar Slides

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SEO Habits of
World-Class Companies
Paul Taylor
CEO
Makes SEO a priority
Establishes clear goals
Measures in terms of revenue
Flexible

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SEO Habits of World-Class Companies
1.  Making SEO a company-wide priority
2.  Establishing clear goals and expectations
3.  Knowing their sales funnel and the opportunity of SEO
4.  Focusing on content generation
5.  Evaluating SEO success in terms of revenue
6.  Flexibility
7.  Knowing when to lean on experts

Habit #1
Making SEO a company-wide priority
First, they understand (or educate) that Search is important. 90% of clicks
happen on 1st page of results, 60%+ are on the top 3 results
First three pieces of content we recommend:

Position CTR
1 45.46%
2 15.69%
3 10.09%
4 5.49%
5 5.00%
6 3.94%
7 2.51%
Eye tracking data from official Google blog Optify Study, 2011

Habit #1
Making SEO a company-wide priority
Knowing its value isn’t enough. The top performing companies get all
stakeholders to buy-in.
All conduct a 1-2 day “Accelerator” workshop in order to:
§  Get all the right players in the room
§  Force decision making
§  Compress launch time by 15-30x
§  Complete buy in from the very beginning


The “Accelerator” Workshop helps:
ü  Standardize metrics (custom KPIs per unique business)
ü  Create common vision, shared goals
ü  Detail accountability (who owns what)
Which KPIs are
your priorities?
What will
winning look
like?
What
benchmarks
should we
use?
What are the next
steps?
Habit #2
Establishing clear goals and expectations

SEO Habits of World Class Companies
1.  Making SEO a company-wide priority
2.  Establishing clear goals and expectations
3.  Knowing their sales funnel and the opportunity of SEO
4.  Focusing on content generation
5.  Evaluating SEO success in terms of revenue
6.  Flexibility
7.  Knowing when to lean on experts

Top performers know their sales pipeline like the back of their hand
•  Visitor-to-lead conversion rate
•  Lead-to-qualified-lead conversion rate
•  Qualified-lead-to-opportunity
Habit #3
Knowing their sales funnel and opportunity of SEO

Top performers know their sales pipeline like the back of their hand
•  And they know their “cost of not ranking on page 1”
Habit #3
Knowing their sales funnel and opportunity of SEO
71,729 new website visitors
1,793 new leads
269 new qualified leads
27 new deals
2,700,000 monthly revenue
32,400,000 annual revenue

Habit #4
Focusing on content generation
They know their customers are empowered and embrace it.
Due to the proliferation of online resources, B2B buyers get as far as 70% of the
way through their purchase decision before contacting a sales representative

1. Introduction to
(your product category) –
Get into their purchase
decision process early
2. How to select the right
(your product) – Push them your
direction when they’re closer to
conversion
3. Top reasons to
select you as a vendor
– Your value proposition
and differentiators
Top 3 content pieces you need right away:


(Corporate Executive Board, Google)
57-70%

Habit #4
B2B companies with an active
content curation strategy generate
67% more leads per month
than those who do not.
(Hubspot, socialmediab2b.com)
No content

Yes content

…and it works.

Habit #4
Content isn’t just for your prospects and customers.
But also for search engines.
Google algorithm updates increasing favor
high quality content.
ü  Quality Content - originality, length,
authority, quality and relevance
ü  Site Metrics - user experience, time on
site, bounce rate, load time, etc
ü  Authority & Verification - establishes and
protects authorship

Habit #4
Feeling behind on your content
generation?
You’re not alone.

Top companies know which channels, campaigns, or SEO keywords generate the most revenue for
their business.
TIP: In order to measure which campaigns generate revenue, set-up your CRM system so that
you can track closed deals back to the campaigns that influenced them. Then, you can start
allocating your marketing dollars most effectively.
Habit #4
Evaluating SEO success in terms of revenue
Measuring SEO success by the following metrics is no longer effective:
•  Number of keywords on page 1
•  Traffic to your website
•  Leads
•  Qualified Leads (SQL/MQL)
•  Sales Pipeline
•  Closed Deal Revenue
$

Measure the money metrics:

GOOGLE ANALYTICS- - - - - - - - - - - - - - - - - - - - - - - - - |

KEYTOUCH ATTRIBUTION - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - |

Habit #4

Habit #4
Revenue from SEO Report:


Top performers identify highest performing campaigns and increase
investment in what’s working. They also test frequently and don’t let perfect
get in the way of better.
$85,000

$60,000

$275,000

$

$

$

$

$

$

Campaign

Revenue
Opportunity

Allocation

$

Keyword A

Keyword B

Keyword C

Dynamic resource allocation:

Habit #6
Flexibility
Trusting objective data is your ticket to success!

When done right, SEO campaigns can be a large undertaking with several
moving parts, like content creation, engaging social media, and proper
keyword strategy, to name a few.
SEO Agencies specialize in providing all of these services and ensuring more
cost-effective results.
Habit #7
Knowing when to lean on experts

Sign up for a SEO consultation and discover your
missed revenue opportunity from SEO and PPC.
Also, learn how our Keyword Predictor tool can uncover “not provided”
search terms that customers search.
Email: SEO@WEBMARKETING123.COM

In a 30 minute consultation, learn:
ü  How to implement these world class habits
ü  Where you rank against competitors
ü  Percentage and quality of “not provided” traffic
ü  How to measure revenue from your SEO program
Thank you!

Paul Taylor
CEO

SEO Habits of World Class Companies - Webinar Slides

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