How to Make the Business Case for Seo

How to Make the Business Case for SEO

Contact: [email protected] | Digital Reach

We are a B2B Digital Marketing Agency focusing on demand generation.

Companies work with us to:• Increase qualified leads• Track SEO and SEM to ROI• Marketing Automation Support

About Us

• Search Engine Optimization• Paid Search & Display• Website Redesign• Marketing Automation


1 How to Make the Business Case for SEO

2 Live Site Analyses

On the Agenda

4

How to Make the Business Case for SEO


Factors to consider:• Monthly traffic volume• Analytics data• Competitor rankings• Conversion rate

First, identify your primary keywordsMake sure to include a mix of high-volume as well as high-conversion


Next, determine the average CTR of Page 1 Results Page 1 averages range from 2-35%, based on position. Let’s use a conservative 7%.


1,024,700 monthly searches

x 7% average CTR___________________________

= 71,729 new website visitors

Now, multiply total monthly searches by CTR to get potential monthly visitors

71,729 new website visitors



71,729 monthly visitors

x 3% conversion rate________________________

= 1,793 new leads

1,793 new leads

* For a more accurate number, insert your conversion rate.

Calculate the number of potential monthly leadsUsing the Google B2B average visitor-to-lead conversion rate of 3%.



1,793 new leadsx 15% qualification rate

___________________________

= 269 new leads

1,793 new leads

269 new qualified leads

* For a more accurate number, insert your qualification rate.

Calculate the number of potential qualified leadsLead-to-qualified-lead percentage varies, but in our example, we’ll use 15%.




x 10% close rate________________________

=27 new deals

1,793 new leads

* For a more accurate number, insert your close rate.


27 new deals

Calculate the number of potential closed dealsQualified lead to closed deal percentage varies business to business. We’ll use 10%



27 new dealsx 100,000 avg. sales price ___________________________

= $2,700,000

1,793 new leads


27 new deals

2,700,000 monthly revenue

Calculate the number of potential monthly revenueFor this client, the average value of a new customer is $100,000.



1,793 new leads


27 new deals

2,700,000 monthly revenue32,400,000 annual revenue

2.7 million monthly revenuex 12 months ___________________________

= $32,400,000

Calculate the number of potential monthly revenueFor this client, the average value of a new customer is $100,000.


Identify a representative list of keywords

• No more than 50-100 keywords

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Don’t have a list of keywords? Use keywords that already

have traction


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2

3

Install Google Analytics.

Install Webmaster Tools.

Link the two together.

First, get the basics right:

Example:

Say you rank on page 3 of Google for “super awesome keyword” but no one clicked on you – now you know.

Setting up Analytics

How can I tell if Google likes me?


How can I tell if Google likes me?

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Ensure you are tracking leads to opportunities and deals

Contact: [email protected] | Digital Reach 18

Closed Loop ReportingCustom Analytics Setup to tie cross-channel visitor data to revenue in CRM.

How It Works


We install 14 hidden fields that send visitor source information with every lead:

First Touch Last Touch

Source Source

Medium Medium

Keyword Keyword

Landing Page Landing Page

Timestamp Timestamp

Campaign (UTM) Campaign (UTM)

Content (UTM) Content (UTM)

Data Output


$

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Marketing Campaigns Tied To ROI

Attribution data inset in CRM:


Closed Loop ReportingSome keywords might drive the majority of leads, but with attribution you’ll see which keyword themes drive the most revenue.

How It Works


What is involved in installing Attribution?Depending on certain variables, the tool can be setup for any clients that use a CRM

and measure lead quality/closed deals within that system.

The Installation Process consists of 5 main steps:

1 Create new fields in CRM and map Lead fields to Opportunity fields[Also in Mktg Automation, if applicable]

2 Install Google Tag Manager on all pages including all form pages.

3 Add attribution data scripts to Google Tag Manager

4 Setup monthly recurring reports in CRM

5 Review, test, and adjust as needed

How It Works

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LIVE Site Analyses

Get a second opinion on your SEO & Demand Generation Approach

In a 30 minute consultation, learn: Where you rank in relation to competitors Measure revenue opportunity from Search What you can do to accelerate results from SEO now

Mike TurnerHead of New Business

Thanks for watching!

Email [email protected] or call (925) 750-8550 for more information