Search Optimization and ROI

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Search Optimization and ROI

• Barbara Coll
• WebMama.com Inc
• A Search Engine Marketing

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Why Search is Important?

• Highest ROI
• Entry Point to all things
• Measurable
• Optimizable
• Deal Closer

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Is Organic Measurable?
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Why Focus Energy and Money on What Shows up in
Search Results?

• Sales
• Reputation Management

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Verisign Cart Whisperer Video

• http//www.youtube.com/watch?vbks1iN9dwAU
• Cool BUT
• - No sign of the video on search results for
  Verisign Keywords
• - Massive Traffic Increase from Video
• - Minimal Conversions to Sales

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blog
Visibility on the Web
Website
Interviews
Videos
AssociationsNon-ProfitsAdvisory Boards
Images
Articles
Press Releases
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How All Influences Traffic and Sales

• Optimize all web elements you own
• Video
• Press Releases
• Images
• Content Optimization
• Website
• Blog
• Tagging

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But What Do You Measure?

• Rankings
• Page Rank
• Traffic Stats
• Video Views
• Press Pick-ups (Google News)
• Blog Reads
• Reputation
• Sales

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Back-End Success

• B2B
• Cost/Acquisition
• Close Rate
• Time to Close
• Average Selling Price
• Quarterly Quota
• B2C
• Product Sales
• Cost/Order
• Profit Margin

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Are there Comprehensive Tools Available to
Measure Search Traffic Through to Conversion?
NO

• Google Tools
• Traffic Statistics
• Video Views from YouTube
• Blog Views on Blog Host

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Piece of Advise

• Meet with every marketing group in company
• Find out how they are tracking success
• Show them these slides
• Educate them on optimization
• Get IT to implement optimization recommends

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Thank You!
WebMama Services 1. SEM Strategy 2. SEO Review
and Recommendations 3. Competitive
Intelligence 4. SEO Guidelines 5. Paid Search
Management
Barbara Coll bcoll_at_webmama.com