The Business and Management of SEO and Digital Advertising

@marketingmojo | marketing-mojo.com
THE BUSINESS AND
MANAGEMENT OF
SEO AND
DIGITAL ADVERTISING
Janet Driscoll Miller
President and CEO
Marketing Mojo

ABOUT ME
• Graduate of JMU
• Founded Marketing Mojo in
2005
• Expert in SEO, digital
advertising, content
marketing, analytics
• Speaker and writer

ABOUT MARKETING MOJO
• Originally founded as Search Mojo
• Demand generation marketing firm founded in 2005
› Search engine optimization (SEO)
› Digital advertising management
» Pay-per-click advertising management (PPC)
» Social media advertising
› Content marketing
› Marketing automation
› Analytics consulting
• Headquartered in Charlottesville, VA
› Office in Charleston, SC
• Featured in the Washington Post, B2B Magazine,
MarketingSherpa, Visibility Magazine and many blogs
• Speakers at SMX Advanced, MarketingProfs, PubCon and more
(UVA, JMU, Penn State too!)

OUR CLIENTS

Each platform has its unique
strengths and purpose.

SEARCH ENGINE
MARKETING

WHAT IS SEARCH ENGINE MARKETING
(SEM)?
• Search Engine Optimization (SEO)
› Act of improving “natural” result rankings on search engines via tactics
that adjust elements that are important to search engine algorithms
• Paid Search Advertising
› Also known as “sponsored results”, advertising that appears to the
top, bottom, or side of search engine natural results
› Typically cost is generated on a “pay-per-click” model (often called
PPC), where advertiser pays for each click a searcher makes on an ad,
vs. the traditional online marketing method of “cost per impression”.

ANATOMY OF SEARCH RESULTS
GOOGLE

WHY SEO?

IT’S HOW PEOPLE FIND SITES

STEP 1:
CRAWLING AND INDEXING
(READING)

STEP 2:
THE ALGORITHM
(RANKING)

DIGITAL ADVERTISING

SOCIAL IS NOT SEARCH
INTENT
(SEARCH
ENGINES)
IDENTITY
(SOCIAL
MEDIA)

THE INTENT CHALLENGE
• “Social Media Management Software”
› Enterprise level product:
12 months/$100,000 commitment
• But WHO searches using this term?

WHY LINKEDIN FOR B2B? B2B REACH.
• World’s largest, most
popular professional
network
• Over 380M
members worldwide

WHY LINKEDIN FOR B2B?
TARGETING OPTIONS.
Demographic Targeting Options
Location Continent
Country
State
City
Companies Name
Industry
Company size
(also exclude current customers)
Job Title Title
Function
Seniority
School School Name
Field of Study Field of Study
Degree Degree
Skills Skill Name
Group Group Name
Gender Gender
Age Age

AD PLACEMENTS ON FACEBOOK

TARGETING BY OBJECTIVE

FACEBOOK TARGETING OPTIONS
Demographic Targeting Options
Location Continent
Country
State
City
Companies Employer Name
Industries
Office Type (ex: home office)
(also exclude current customers)
Job Title Title
School School Name
Field of Study Field of Study
Education Level Degree
Currently in School
App Users Current app users
App not currently installed
Gender Gender
Age Age

HOW TARGETED CAN YOU BE
WITH FACEBOOK MOBILE?

ANALYTICS

Analytics tells your story.
It tells you what is working and,
just as importantly,
what is not.

TAGGING IS PARAMOUNT
• Google Analytics URL Builder
› https://support.google.com/analytics/answer/103
3867?hl=en
• Assign source, medium, campaign, etc. and
pass that data to Google Analytics

BUSINESS
MANAGEMENT

MANAGING
EXPECTATIONS

CORRELATION ≠ CAUSATION

CONTRACTS

CONTRACTS
• Think of contracts as simply documenting a
mutual agreement
• Critical for protection

HOW WILL YOUR CONTRACTS BE
STRUCTURED?
• Project-based
› Definite start and end
• Retainer-based
› Ongoing
› Predictable revenue
› Less selling

FINANCIAL BREAKDOWN 2014
52%
48%
Revenue by Type
New
Renewal

PROJECT MANAGEMENT

Websites rarely launch on time. It’s
a result of poor project
management.

Businesses are created to make profit.
Make sure each project is profitable.

Profitability can only be achieved if
time/cost is tracked along with the
project.

Being unprofitable on a project is the
equivalent to paying the client for the
privilege of working on the project.

Is your staff fully utilized?

BUDGETING

The most important thing
in any business is cash flow.

Hire a finance manager.

No single client should make up
more than 15% of your total
annual revenue.

MANAGEMENT

TYPES OF MANAGEMENT IN A DIGITAL
AGENCY
1. Project management
2. Client management
3. People management

CONTACT INFO
JANET DRISCOLL MILLER
President and CEO
Marketing Mojo
434.975.6656 x101
jmiller@marketing-mojo.com
@janetdmiller +JanetDriscollMiller

The Business and Management of SEO and Digital Advertising

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