CEO's Measuring Paid Search & SEO To Increase Profit Margins
SEO For CEO's: The Basics of Building an in-house SEO organization
-
Upload
john-denny -
Category
Technology
-
view
921 -
download
4
description
Transcript of SEO For CEO's: The Basics of Building an in-house SEO organization
The Basics of Building An In-House SEO Organization
John Denny @johnhdenny
Who I am (and how I traveled down the path of creating an SEO Dept)
• 25 years in marketing, early career spent at NY ad agencies leading brands like Staples, Sony, Royal Caribbean cruise lines
• Spent tens and hundreds of millions for these brands on mass media– primarily broadcast TV
• First search experience: AltaVista in 1996
Who I am (and how I traveled down the path of creating an SEO Dept)
• Currently head up marketing for Advance Digital (division of Advance Publications, Inc)
• Wear 2 hats– As a Marketer (in
many cases spending $$ with media companies)
– As a Media Seller (helping to develop strategies to sell products & services to people like me)
• 10 years ago team used many media channels to promote– TV, Radio, Newspaper,
Online Display
Our Path To Creating An SEO Dept.
• Began experimenting with paid search• Learned key role search marketing plays as
part of overall marketing mix.• But…. Paid Search expenditures started rising
rapidly- started exploring SEO
• Renting a house (PPC) vs Owning a house (SEO)
Paid Search vs Organic Search
– Paid search is immediate, but once you stop paying, the results end. In contrast, SEO is an investment you own.
– Paid search = market pricing (your costs can go up at any time).
– 56% of Google Queries don’t show any paid ads at all (source: comScore).
– Organic listing on page 1 is between two and six times more visible than a paid listing (source: Enquiro).
– 77% of search users choose organic over paid listing when searching (source: Content Marketing Institute)
33% of the clicks go here
33% of the clicks go here
67% of the clicks go here
33% of the clicks go here
67% of the clicks go here
$19.1 Billion spent here
Search spend source: Forrester US Interactive Marketing Forecast, Sept ‘11
33% of the clicks go here
67% of the clicks go here
$19.1 Billion spent here
$2.2 Billion Spent Here
Search spend source: Forrester US Interactive Marketing Forecast, Sept ‘11
Organic Search is Still Undiscovered Country
Building an SEO team: Finding Talent
• Finding the right SEO talent is both the critical factor in driving results, and incredibly difficult
• Recommend you have partners in the recruitment space to help you.
• The way you work with them dictates what you get out of the relationship.
Building an SEO Team: Finding The Right Talent
• Challenges to hiring the right team members:– There are so many aspects to SEO
(content, link-building, site architecture) a candidate might know one, and think he knows all he needs to know about SEO
– Typically only 10% of candidates are fully qualified (no matter how many buzzwords they use).
Building an SEO Team: Finding The Right Talent
• You have to find people who have a passion for the craft
Building an SEO Team: Budgeting• Very useful: Salary Guide by Onward Search
– http://www.onwardsearch.com/SEO-Salary/
Building an SEO Team: Structuring The Department
• Two broad ways to approach the dept.– Hire people capable of doing the majority of
work in-house– Bring in experienced “Quarterbacks” to identify
and manage vendors.
Local Media: Thoughts on Shifts in Spending in local Markets
Thank you!
Follow me on Twitter: @johnhdenny
Blog: JohnHDenny.com