C-level executives have become increasingly interested in seeing tangible search metrics tied to business objectives and returns. And with good reason - natural search is the most important inbound marketing channel, outperforming paid search 2:1 and social media 4:1. As the value of natural search as a legitimate and thriving marketing channel has evolved, the need for modern marketers to run their SEO programs with the same level of accountability and predictability as paid search has intensified. In order to do so, they must have advanced tools and technologies in place to measure the return on investment of their SEO efforts, drive executive visibility and buy-in for natural search budget and headcount, and create a predictable model for revenue growth from natural search. These presentation materials are from a session moderated by Simon Heseltine (Director of SEO, AOL Inc.), and presented by Seth Besmertnik (CEO, Conductor, Inc). Chuck Price (President & CEO, Measurable SEO) also presented in this session. The download at http://www.conductor.com/resource-center/presentations/seo-boardroom-tangible-search-metrics-ses-ny-2013 includes: -Seth Besmertnik's presentation from the session -An SEO Budget calculator to quantify the case for resources to management -Information about Workspaces in Searchlight to report success to your organization

2. SEO Leadership
• 150+ pieces of SEO thought
leadership in 2012
• C3, the largest user conference
in enterprise SEO
• Dedicated to raising the profile
of search marketers
Conductor Searchlight
• Supporting SEO success for
over 2000 leading brands
• $4.5B in SEO revenue under
management
• 18TB of SEO data collected
weekly
Who We Are
• Founded in 2006
• Located in New York, San
Francisco, and Boston

3. Consumers Revolting Against Traditional Marketing

4. 86% of people skip TV ads

5. 44% of direct mail is never opened

6. 200 million on the FTC “Do Not Call”

7. Percent change
Watching TV
5%
Using the Internet
121%
Listening to
the radio
(not online)
-15%
Reading
newspapers
(not online)
-26%
Reading
magazines
(not online)
-18%
“In a typical week, how many hours do you
spend doing each of the following?

8. 84% of people leave website with
intrusive of irrelevant ads

9. 91% of email users have unsubscribed from a
company email they previously opted into

10. {
{
Outbound Inbound
Marketing Has Changed to Adapt

11. Customers are choosing to have
conversations on their terms

12. There are 3 billion searches every day

13. Direct19%
7%
.8%
.7%
Organic Search is Almost Always the #1 or #2 Traffic
Source to Any Product or Service Company Worldwide
Source: Shareaholic Feb 2012 All Traffic Sources Report
(organic)
50% +
2%
1%

14. SEO Out Performs Paid Search by 2x
and Social Media by 4X
Source: Hubspot, State of Inbound Marketing, 2012

15. 11%
8%92%
Traffic
Spend
89%11%
Natural Search is Most Under Spent
Channel in Web Marketing
Sources: Forrester, ComScore
Natural
92%
of all search
engine clicks
11%
of search spend
Paid
89%
of search spend
Only 8%
of all search
engine clicks

16. Profiles with SEO
listed in job description
249,596
2011
528,642
2012
Businesses are Trying to Keep Up
by Hiring at an Unprecedented Pace
2006 20121900%
Job Listings
including SEO

17. Achieve success with cross-functional collaboration

18. The SEO Function scales horizontally
rather than vertically

19. What They Think:What You Say:
We’ve got some problems with
missing alt tags
Whatever this guy is talking
about, I don’t have the time to
learn what it is
There was an algorithm update
to Google
What the business value here?
We have some canonical tag
issues
All I hear is technical mumbo
jumbo
This is an in-depth look at our
backlink profile
This SEO stuff is highly technical
and not scalable

20. Delivering SEO Insight Effectively to Leadership
How are we tracking against our KPIs and
milestones?
What is our ROI/revenue performance?
How do we compare versus the competition?

21. SEO ROI =
SEORevenue-RevenueYou’dGet
fromDoingNothing
InvestmentinSEO
Figuring Out SEO ROI?

22. Building an ROI Model
Good Great
Bad
All Keywords, All
Natural Revenue,
Multi-Session
(All SEO Headcount +
Technology & Program
Investment) - % of PPC,
PR, SOCIAL Costs
Non-Branded, All
Natural, Multi-
session
Non-Brand, YOY
Incremental, Last Click
All SEO Headcount +
Technology & Program
Investment
REVENUE
COST

23. ROI & Revenue: Return on Rankings
0
10
20
30
40
50
60
70
80
90
1000
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
Rank
TrafficandRevenue
Week
Revenue Return on Rankings for Apparels Category
Traffic Revenue Rank
Q1 Q2
Average
Rank 32 9
Traffic 78,653 239,236
Revenue $157,306 $478,472
ROI 247% 1852%

24. ROI & Revenue: Return on Rankings
1
11
21
31
41
51
61
71
81
91
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
Rank
TrafficandRevenue
Week
Revenue Return on Rankings for Apparels Category
Traffic Revenue Rank

25. KPIs and Milestones: Rank Performance
Page 1
Keywords
Page Keyword Rank Growth YoY
1 +230
2 -9
3 +54
Page 2+
Keywords

26. KPI and Milestones: Leading Indicators to ROI
Keyword KPIs URL KPIs Competitive KPIs
Unique Ranking URLs
URL/Keyword Saturation
Ranking Keywords
Percentage Ranking Keywords
Market Share vs. Competitor 1
Prime Keyword Win %

27. Your Critical Wins and Misses

28. Competitive Insight: Market Share vs. Key Competitors
You
Competitors

29. Competitor 2
Competitor 1
Competitive Insight: Bottoms Up Competitive Insight
Channel Partner Manufacturer

30. Where Amazon is Beating Us vs. Target
You
Competitor Competitor

31. A Holistic Set
of Metrics to
Effectively
Engage
Leadership
KPI’S
AND
MILESTONES
ROI
AND REVENUE
WINS, LOSSES,
AND COMPETITIVE
POSITIONING

32. What They Think Do:What You Say:
Here’s how our market has
improved versus our most
important competitor
This is really helpful. Do you
need more resources?
Here are the top 10 revenue
opportunities in natural search
I want to go after this. Do you
need more money?
This is a new competitor we
identified as trending upwards
An investment in content for
natural search would really pay
off. Do you need more
engineers?
Here are the steps we must
take if we want to protect our
current revenue
This sounds good but you
deserve a vacation first

33. For more resources and the full presentation, visit:
http://conductor.com/ses-2013
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