2. About Lisa Myers
• 11 years experience in Marketing, 6 in Search & Social
• Speaker at Search Conferences Worldwide (SES, SMX, A4U etc)
• Regular contributor to on and offline publications and author of several SEO
Best Practise Guides including eConsultancy and B2B Marketing
• Heavily involved in the global Search Community, founder of
SEO-chicks.com and co-founder of European search blog StateofSearch
Awards
• “Search Personality of the Year” UK Search Awards 2011 + “Best SEO
Campaign” for her agency Verve Search
• Management Today “35 women under 35” list 2009
• “Best Use of Technology woman under 30”
BlackBerry Woman & Technology Awards (2008)
• “B2B Marketing Newcomer of the Year” (2007)
3. Search is unique as a marketing
discipline because its audience is
already looking for what you are
selling!
4. • 1 billion searches per day globally
• 74% of searches clicks on organic
• Around 42% of searches click on the 1st
position of organic and 80% within the first
3 positions
• Less than 1% click past the second page
@LisaDMyer
6. Business of SEO
Business
Development
New Biz
Client
Proposal/Pitchin
Retentio
n g
Up-
scaling
7. Typical SEO Proposal Process
Client: I want to be number one for
“IT solutions” and get lots of traffic
Agency: Sure, that will cost you £3k per
month
@LisaDMyer
8. Typical questions asked
• What industry? Give me a little
background
• What’s the website URL please
• Your top 10 keywords
• Your competitors
@LisaDMyer
9. 6 Months Later
Client: “SEO is not working for us, goodbye!”
Agency: “Uhm, well you are number 1 and
you
got the traffic!?!???”
10. The SEO industry’s biggest
issue
= OUR PROPOSAL
PROCESS!
Too many agencies take on client without
really
understanding what they need, or if they
should
@LisaDMyer
11.
12. Sometimes saying no is as good for
business as
saying yes!
Agency – Business/Client - Industry
13.
14. SEO should not be JUST about rankings
and
traffic, BUT conversions.
To be successful in SEO, you NEED to earn
your
client money. Simples.
@LisaDMyer
16. ROI Measurements of SEO
• 68% are using clicks / visitors
• 53% use position
• 42% (less than half!) use the number of
sales
• 30% use the value of sales
Source: Econsultancy UK Search Engine Marketing Benchmarking
Report 2011
@LisaDMyer
18. Understanding your clients
business
completely, not partly, but fully, is
the
only way to earn them money!
19. The must ask questions
• Market size & competition
• Relevant keywords and current rankings
• CURRENT conversion rates
• Profit margins
• Any plans to re-design
• Would they spend money on conversion
optimisation
• How much is #1 rankings worth?
@LisaDMyer
20. Estimating Traffic Worth
You will need to know:
#1 What is a conversion worth? (lead or sale.
For a bigger site this will be different
depending on product etc)
# 2 Current rankings, traffic and revenue from
organic (ideally analytics access)
# 3 Estimated Volume of keywords/traffic
@LisaDMyer
24. Keyword Tagging for ROI
estimation
Different keyword groups and modifiers are
likely to have different conversion rates.
Brand usually has a much higher conversion
rate than other keywords for example!
@LisaDMyer
27. Benchmarking Value of
Rankings
Client Competitor 1 Competitor 2
Keyword 1
Keyword 2
• Estimated volume (Google AdWords)
• Current rank (you and competitors)
• Traffic (link Analytics to get actual traffic
received)
@LisaDMyer
28. What is the higher ranking
worth?
Client Competitor 1 Competitor 2
#3 #2 #1
Currently client is ranking #3 generates an estimate of 1,282 visits
if they were going to buy this traffic it would have cost them £6,36
If they go from 3rd to 1st position the revenue generated from
these 2 keywords alone is likely to increase by 390%
29. Spotting the SEOpportunities
How difficult will it be to achieve first
position?
The difference between you and your
competitors; actual SEO part of the proposal
@LisaDMyer
30. To CLOSE the deal you have to
think like the person with the
wallet..
@LisaDMyer
