How and why you need to calculate the true value of page 1 natural search engine positions

David White

What is your position? Where do you come up in search the results? Do you know what it means? How do you assess the value? More questions than answers?

NDA We started 4 years ago –zero visibility Someone applies every 28 seconds 100 times cheaper than TV 50 times cheaper than PPC Case Study - Virgin Money

Result

Value?

More value measurement… The SEO engineers favourite is Firefox –Free SEO tools Google keywords –Credit Card Make sure your search partner gets the granularity

How many people search?

Warning: Death by generics Is an NDA in place? Pre campaign questionnaire –Understanding the business –Understanding the analytics –Benchmark current level of performance Or do you prefer to choose suppliers by perception and liking?

What is the Value to you? Number one values: –Trust –PR –Ensure top of mind positioning –ability to click through Do you look at your analytics –they are free! How many, where from, where do they go, how do you compare, how many register / buy… Do you predict these results?

Positions 70% click through rate How many clicks to buy? We need to understand the pipeline If you can only assess the value based on opinion and liking

Goal metrics? What do you do with the clicks? If you try and sell outright you will achieve a small conversion rate If you talk to your visitors you will make more sales

3 step process Applies to Social Media as well as Search Media Getting people to opt in is easier than trying to sell out right straight off Building a list of members means that you have a group of people you can learn from Nowadays, you do not own the brand…

3 step process… Number one cloud On site data collection Visitor communication Check out ClubTweetmaxi.com

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