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SEOCURRENT STATE OF
POWERED BY
Kelly SheltonVP Marketing, Boostability @kellyshelton32
FOR RADIO
2Today’s Objective
How SEO fits into today’s marketing landscape.
How understanding SEO will help you sell more radio advertising and generate more revenue.
1
2
3Current State of SEO
What is SEO
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1
2
3
8
7
6Demand for SEO
How SEO Works
SEO & Radio
Radio Stations Best Practices
Q&A
5 Selling SEO
Partnering with Boostability
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What is SEOSection 1
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What is SEO?
SEO is the work that goes into your website to show the search engines that you are the best answer when someone searches for your product and services.
a
YOU1.2.3.
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What is SEO?It is the process of making your website and business as visible and prominent as possible in a search engine’s results.
LOCAL/MAPS
PAID ADS
ORGANIC
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Market Demand for SEOSection 2
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Why Should Every Marketing Campaign Include SEO?DEMAND FOR SEO
Purchases begin with search. Prospective buyers search online for helpful product information, price comparisons, and trustworthy reviews.
- Adweek.com
Of Consumers Search Online Before Buying81%
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Did You Know?DEMAND FOR SEO
Google processes over 40,000 search queries every second. Statistics show 3.5 to 4.7 billion searches per day.
- Searchengineland.com
Of Clicks Are Organic
Searchers skip advertisements and click on organic search results to find what they’re looking for.
– Moz.com
40,00084%
Google Searches per second
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Businesses Are Investing In SEODEMAND FOR SEO
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Total Media Ad Spend ShareDEMAND FOR SEO
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Search Trends Mobile SearchDEMAND FOR SEO
Mobile search marketing spend expected to increase by 750% by 2017.
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How SEO WorksSection 3
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Your Website
Source Code Content
Credibility
Authority
TRUSTSEO
The Process of Search Engine OptimizationHOW SEO WORKS
RELEVANCE
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How Do Trust and Authority Work?HOW SEO WORKS
INDUSTRY-SPECIFIC LINKS
Google penalizes unnatural link
behavior.
DEDICATED CONTENT TEAM
Homegrown content.
BLOGSExtensive publisher portfolio. Time is spent writing and posting, not looking.
ALGORITHM-FRIENDLY CONTENTNo cutting corners. Unique, relevant content only.
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SEO Tactics and StrategyHOW SEO WORKS
Service &Performanc
eReporting
Website Optimization
Initial
Campaign
Setup
CustomContentCreation
Ongoing SEO
Consultation
Link Portfolio
Development
Business Profile
Development
Keyword Optimizati
on
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Jan-15
Feb-15
Mar-15Apr-
15
May-15
Jun-15
05
1015202530
Monthly Keyword Ranking
Keyword Posi-tion
Keyword Rankings on Google’s First PageHOW SEO WORKS
Significant keyword movement happens in the first 2-4 monthsReach first page within 6 months
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SEO & RadioSection 4
19Stats
57% of listeners go online after
hearing something on the radio
39% of listeners say that radio
spots prompt an online search
20% are online while listening
to the radio
57%
39% 20%
Radio Advertising Bureau 2014
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Why SEO & Radio?SEO & RADIO
o All things lead to searcho Optimized websites lead to better Radio results
o Radio ads can improve SEO rankingso Ads generate traffic, traffic-to-site is a ranking factor
o Creates long-term perspective and approacho Recurring revenue stream
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Selling SEOSection 5
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Why Sell SEOSELLING SEO
o Radio becomes more successful when bundled with SEO
o SEO can be offered to past and current clients
o You gain a competitive advantage because you offer more comprehensive marketing services
o SEO does not cannibalize your core offering
o SEO can be offered as a “stand alone” product if someone is not interested in radio
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It’s Already WorkingSELLING SEO
As you might imagine, selling newspaper ad space or Yellow Page ads is no easy task in today’s digital age. That’s why these types of companies are already bundling our SEO services with their current offerings to increase sales and customer retention. The results have been tremendous.
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What Do YP, Newspaper, TV & Radio Have In Common?
SELLING SEO
o Existing Relationships With Business Owners
o Existing Brand
o Existing Sales Force
o Declining Demand For Their Services
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Radio Stations Using SEOSection 6
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Incorporating SEO For Better Radio ExperienceRADIO STATION BEST PRACTICES
Will the radio ad drive traffic to their website?
Incorporate new or existing keywords in radio ad
Optimize landing page for keywords
Do they have a web page that ranks? For what keywords?
Optimize for mobile
Monitor traffic and rankings
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3 6
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4
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Case Study RADIO STATIONS BEST PRACTICES
Keys to Successo Created separate digital brando Created new digital marketing department o Provided introductory training (marketing messaging,
SEO training, discovery training) to all stationso Added digital sales experts to staff to handle all saleso Launched in one market then rolled out to additional
marketso Stations choose to adopt and are still adopting
Generated $30,000 in revenue first 2 months
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Keys to Selling SEO SuccessfullyRADIO STATIONS BEST PRACTICES
1
2
3 COMMITMENT
DIGITAL SALES EXPERIENCE
Keys to Success
SEPARATE DIGITAL DEPARTMENT
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Partnering with Boostability Section 7
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Why Partner With BoostabilityPARTNER WITH BOOSTABILITY
o Reclaim substantial local ad dollars that have been lost to online marketing
o Incur no increase in workload or expenseo You are adding a turnkey digital service that your customers
are already looking foro Apply most of this new revenue straight to your bottom lineo Improve results for your existing radio advertiserso Attract new advertisers
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Integration Is EasyPARTNER WITH BOOSTABILITY
o We do all the work, you get all the credit
o We can white-label everythingo You are adding a turnkey digital service that your customers
are already looking for
o We provide marketing, training, and sales support
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Overcoming Biggest Partner HurdlePARTNER WITH BOOSTABILITY
o One of the biggest problems partners face is how to sell SEO
o Explaining how search engines work can be confusingo You can conference us in and we walk the customer
through how it works, what it is, and which program is right for them
It’s all we do and we’re very good at it!
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What is Sales Support?PARTNER WITH BOOSTABILITY
Team of experts dedicated to helping businesses build their
online presence
Sales support was created to help partners sell more SEO
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Our TechnologyPARTNER WITH BOOSTABILITY
Launchpad Technology
Partner Customer
SEO Campaign Operations
Global Reporting
ProductsCustomer Manageme
nt
Sales Tool API Integration
Progress Reports
UI Analytics Transparency
Social Bookmarkin
g
Local & Biz Profiles
Directories OnsiteOps
Blogs & Articles
Tickets FulfillmentAccount Managemen
t
Sales WritersDomain.net
QALinkBuilding
KeywordLink
Building
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QuestionsSection 8BOOSTABILITY.COM/PARTNER / 800-261-1537 / @KELLYSHELTON32