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The Executive’s Guide to SEO Being found online is more than just ads. Organic search marketing can be one of the most profitable investments for your business, but it’s a deeply misunderstood field, often deprioritized and ignored in favor of less complex (and less effective) tactics. Learn the basics of how SEO works and why, what benefits it offers to your business, how to make sure you’re doing it right, and how to equip your team with the right tools for lasting success.
Contents 1 2 3 4 5 6 7 The benefits of investing in SEO Whether you have an SEO strategy in place or not, it’s important to know where your investment is going and why. 1 How SEO works with marketing An organic search strategy integrates naturally with and supports PPC, social, and traditional marketing efforts. 4 Harnessing the power of local Optimizing for search by location can be hugely powerful, whether you market brick-and-mortar locations or simply need to reach a target. 7 How SEO boosts the bottom line Wondering how SEO makes you money? Organic traffic can improve your leads, lower CAC, and enjoys greater longevity than paid search. 9 SEO benefits beyond ROI It’s not all about the financial benefits, though; SEO also increases your brand authority, brand awareness, and new customer volume. 11 Setting your team up for success For efficient and effective search engine optimization, you need to know who to hire and how to equip them with the right tools. 14 Enter Moz Pro and Moz Local Moz SEO analytics software can support both your online and off-site performance — learn how. 16
The Executive’s Guide to SEO 1 The benefits of investing in SEO Your missing SEO strategy is costing you money When presented with investing in a new marketing channel for your business, the question that undoubtedly looms largest is: “How will this benefit us?” Or maybe you have multiple channels vying for precious resources, and you need to make the tough decision to drop a channel and allocate those resources elsewhere. Which do you choose? When they search for the products or services you offer, can they find you? Try it for yourself. Grab the device of your choosing and conduct some searches relevant to your business category. Organic search marketing has the potential to be one of the most profitable channels for any type of business, but it’s also one of the most misunderstood. This guide will allow you to bypass the industry jargon and nuances of how search works, leading you straight to why it works. What is SEO, really? Every day, millions of people use search engines like Google and Bing to accomplish their tasks, whether that’s researching the best private schools in their area or buying new running shoes. Are you there? Are you satisfied with your placement in search results? 1
The Executive’s Guide to SEO According to Google Search data1, many brands only show up in search for a fraction of category-relevant searches. Take this example from the auto insurance industry. When people have a need, a question, or a task they must accomplish, 87% turn to search first2 — and they’re also twice as likely to use search over other online or offline sources. Every month, people throughout the United States conduct 40–60 billion Google searches3, and worldwide, those estimates are around 167 billion per month4. Your business likely already has a website, and if you’re a local business, your business already has local listings on sites like Yelp and Foursquare, but if you’re not allocating sufficient resources toward an SEO strategy, you could be missing out on this huge segment of people who use search to find businesses like yours. Share of intent in the auto insurance industry Image credit: Think With Google, Micro-Moments: Your Guide to Winning the Shift to Mobile When companies fail to take advantage of search, they’re missing opportunities to get in front of countless potential customers. Search engine optimization connects you to the people who are searching online for the products and services you offer. 2
The Executive’s Guide to SEO Your competitors are investing in SEO The people have spoken, and they’re investing in organic search: 61% 55% of marketing professionals said that improving SEO is their top priority for inbound of small businesses invest in SEO (Ko Marketing6) (HubSpot5) US brands and agencies will spend an estimated The majority of businesses allocate 5,000/month 72 billion on SEO (SparkToro7) on SEO services in 2018, forecasted to rise up to 79.27 billion by 2020 (Borrell Associates8) Research like this indicates that countless businesses have recognized the importance of SEO in their marketing efforts. Investing in SEO is critical if you don’t want to be left behind. 3
The Executive’s Guide to SEO 2 How SEO works with marketing SEO has more traffic potential than other digital marketing channels A study BrightEdge conducted9 on a large set of domains revealed that 51% of traffic comes from the organic search channel. Traffic share percentages will differ depending on the resources you allocate to each channel, but with more searchers clicking on organic over ads and a decline in referrals from social media sites, organic has more traffic potential than other major digital marketing channels. But why spend time earning this exposure if you can just pay for placement? According to Moz’s State of Searcher Behavior study10, 62.2% of searches result in a click on an organic result while only 2.8% of searches result in a paid click (35% of searches result in no clicks). Organic vs. paid search There are two sides to the search marketing coin: paid and organic. In the paid model, you’re paying for placement. In the organic model, you’re earning placement by a process of creating relevant, high-quality, authoritative web pages. Both channels comprise a platform that offers exposure to countless potential customers. Simply put, you can’t afford not to be there. 4
The Executive’s Guide to SEO That’s not to say you shouldn’t invest in paid search — on the contrary! Investing in paid search, accompanied by an organic search strategy, ensures that you’re covered whether your potential customers decide to click on an ad or an organic result. In fact, studies have shown11 that conversion rates from search traffic are highest when SEO and PPC work together. However, if you use clickstream data to evaluate social’s share of search, you’ll quickly notice that an overwhelming majority of searchers use Google properties to find what they’re looking for. Data from Jumpshot revealed that 92.17% of all US searches take place on a Google property like Google.com or YouTube.com and 5.28% of searches took place on other engines like Bing, Yahoo, and Duck Duck Go, while just 0.69% of searches occur on Facebook. To maximize the quality and quantity of business your website can generate, you can’t afford not to invest in SEO. Organic vs. social media One recent study that has been widely circulated found that search drove 34.8% of site visits compared to social’s 25.6%12. This is just one study, and it’s important to remember that every website’s traffic sources will reflect the effort that particular company invested in each channel. Distribution of US searches across 10 web properties Image credit: Moz, The State of Searcher Behavior Revealed When it comes to where people are looking for information, social won’t be replacing search engines any time soon. Invest in the channel that millions of people use every month to look for answers. Share of visits: organic search vs. social media Image credit: Shareaholic, Pinterest, Google, & Instagram big winners as Facebook share of visits falls 8% in 2017 5
The Executive’s Guide to SEO It’s a multi-channel world, and brands need to adapt Organic search is an important driver of potential customers, and it deserves attention for that alone. But considering search within the context of the entire buyer’s journey, you’ll quickly realize that today’s multi-channel world doesn’t allow brands the latitude to ignore any channel. Adoption of multi-channel strategies is growing (44% to 52%13 from 2015–2017) in response to the growing number of consumers14 who prefer brand cohesiveness between channels. Simply put, brand recall is much stronger the more channels a brand has exposure on. A business’ success is an aggregate of all marketing investments, regardless of which channel was attributed the conversion. For example, a visitor may have converted after being sent to the site via organic traffic, but they may have only clicked on that organic result because they recognized the brand from social. The channels don’t live in silos. They all impact each other, so if you invest in SEO for no other reason, do it because of the positive impact it’ll have on your marketing efforts as a whole. 6
The Executive’s Guide to SEO 3 Harnessing the power of local SEO is a necessity for multi-local businesses If your organization operates at the local level in multiple markets, SEO is particularly critical for you. Every business location has an online footprint — a trail of data across the web that signals the business’ name, address, and phone number (or “NAP”). These are websites such as Yellowpages.com, Google My Business, and Yelp. A single business location can have hundreds of NAP citations. If at any point that business changes its information (undergoes a rebranding, is involved in a merger or acquisition, moves office locations, etc.) every single one of these citations will have to be corrected manually. In the event that the change is organization-wide, they would have to update hundreds of citations for each one of their locations. This becomes exponentially more unreasonable in proportion to the number of locations a business operates out of. It’s for this reason that most businesses have data inaccuracies, and unfortunately, these errors often lead to poor performance in the search results. According to the Local Search Ranking Factors Survey, citations accuracy is one of the top local ranking factors15. Get this wrong, and you’re much less likely to show up when your potential customers search for local businesses like yours — and there are a lot of people using search to find local businesses. 7
The Executive’s Guide to SEO Percentage of smartphone users using local search to find businesses Image Credit: Think with Google, Micro-moments: Your Guide to Winning the Shift to Mobile Data inaccuracies can also break trust with consumers. One survey revealed16 that 73% of customers lose trust in a business when they find incorrect or conflicting information about that business online. This isn’t a small segment of your audience, either. According to Google, “near me” type searches have recently grown more than 130% YoY17, and local searches without a geo or “near me” qualifier have grown 150%18, indicating a huge uptick in the amount of people using search to find local businesses. Out of all local searches, 76% result in a visit to a local business within a day, and 28% result in a purchase19. Improving your business’ information online can improve local ranking, earn your audience’s trust, and consequently improve revenue. Wpromote recognized this, and was able to use Moz Local software to improve Papyrus’ ranking by 229% in six months20. After improving their local ranking, Papyrus was getting: 10 million more views across all their location listings Local SEO has become the new front door. 46,000 Nearly more potential in-store shoppers 26% increase in people clicking on their listings to call the business Talk about a tangible return on investment! 8
The Executive’s Guide to SEO 4 How SEO boosts the bottom line SEO can increase revenue, regardless of your business type Whether you manage the online presence of local or non-local businesses, investing in SEO can increase revenue. Take Virtru, for example. Virtru needed to not just maintain, but improve their organic search engine rankings as the vehicle for driving more qualified web traffic and leads, but their keyword research process didn’t scale. Improving their rankings had the potential to bring in tons of new business in the form of organic search traffic, but they just didn’t have the time or tools to do it. With the help of Moz Pro software, Virtru was able to save over ten hours on each keyword research initiative and grow their organic search traffic by 40%. Without changing your conversion or close rate at all, increasing organic traffic can increase the number of new customers your business acquires. Take a look at the lift a 40% increase in organic traffic could bring a business in terms of customers and revenue: 1,000 monthly visitors Converting at 25% 250 leads 50% close rate 125 new customers/mo 40% increase in organic traffic 1,400 monthly visitors Converting at 25% 350 leads 50% close rate 175 new customers/mo If in this example each new customer is worth 500 each month, that traffic increase could generate 25,000 in recurring monthly revenue. 9
The Executive’s Guide to SEO SEO can lower your customer acquisition cost Although the work isn’t free, SEO-earned placement isn’t paid for. This means that once you earn organic placement, you don’t have to continue to pay for it like you would with paid advertising. The business implication is that the eventual customer acquisition cost (CAC) of SEO should decrease as the website gains in popularity. A tale of two placements The cost of inaction Failure to implement a proactive SEO strategy could cause your site’s growth to stagnate. While it could sustain its current pace with maintenance alone, proactive search engine optimization would allow it to grow. There are real financial returns that an SEO investment can generate, and real missed financial opportunities when SEO is neglected, but not every metric for quantifying the value of a channel is going to be financial. In the next section, we’ll look at ways other than direct revenue that SEO can help your brand succeed. Query “email marketing software” CPC 21.92 Search Volume 8,000/month To capture the clicks of even half of those searches, you’d need to spend approximately 88,000 per month. If you only have 2,000 to spend, for example, your website would stop showing after just 90 clicks. Rank organically for that term though, and you get free page-one exposure without having to worry about your budget running out. You don’t have to keep paying for your website to stay on page one, so as your website begins to rank for more and more of these keywords, you’ll increase the amount of potential new business coming to your website, and when you increase potential buyers without increasing the investment it takes to procure them, you can lower your CAC. 10
The Executive’s Guide to SEO 5 SEO benefits beyond ROI SEO increases the value of your investment, even beyond revenue. When a website shows up in search due to good SEO, the benefits extend far beyond conversions alone. An increase in search visibility gives your brand: Recognition (I think I’ve heard of them before) Familiarity (Hey, I know that brand!) Authority (They’re the experts) Trust (I would buy from them) Feeding the funnel You wouldn’t buy a football team and only pay the players who score. In other words, even when SEO doesn’t convert, it assists by giving your brand exposure at all stages of the customer’s journey. SEO research uncovers exactly what your target audience is searching for. It allows you to uncover their pain points, their confusion, and their desires. Once you know those things, you have the recipe for highly targeted content that converts. Loyalty (I wouldn’t choose anyone else) Focus on financial return alone, and you risk missing the other benefits that are going to help your brand succeed. 11
The Executive’s Guide to SEO For example, SEO research could reveal that people who are ready to purchase a television (query: “55 inch smart TV”) first asked questions, such as: What do smart TVs do? What’s the difference between a smart TV and a standard TV? Do smart TVs have cameras in them? And then a little further down the funnel, they might have started to do comparisons: Sony vs. Samsung smart TV Smart TV reviews SEO can increase potential new customer volume Ranking for the keyword “chocolate chip cookie recipe,” which is searched approximately 70,000 times every month, in the #2 position, which is clicked on approximately 17% of the time in the food vertical21, would bring nearly 12,000 visitors to your site each month. There is huge potential for increasing the quantity of revenue your site generates, whether you’re in e-commerce, lead generation, a publisher, or somewhere in between. Search done right drives traffic, and that traffic isn’t faceless data — it’s your potential customers. Best brand of smart TV SEO increases brand awareness If you know what your audience is asking even before they’re ready to buy, you can create content that speaks to exactly what they need. SEO, like any other form of marketing, is a brand-building channel. Invest in it, and see how affinity for and trust in your brand grows. Think back to the last few times you used a search engine to find something. Maybe you were looking for new luggage, or looking up a recipe for red curry, or trying to find the latest on Bitcoin. Whatever it was, think about what you clicked on. Chances are, it wasn’t always the #1 result. With SEO, you can add value even before people are ready to buy, and they’re more likely to choose you when they are. Increased exposure on one of the most-used digital channels can take your audience from strangers to loyal customers. Due to our innate familiarity bias, we often make choices based on our past experiences. When you begin investing in SEO, your site should start to appear as the answer to more and more queries. And all the while, you’re increasing your audience’s familiarity with your brand. When it comes to making a purchasing decision, guess who they’re more likely to choose? The brand they know. 12
The Executive’s Guide to SEO But don’t stop at awareness, because people aren’t as brand-loyal as they used to be. Google found22 that 51% of smartphone users purchased from a brand other than the one they originally intended because the information that company provided was useful. So what does this all mean? For established businesses, it means you can’t rely on brand recognition alone. You have to work just as hard as the smaller brands do to capture those customers. For newer brands, it means there is huge opportunity to steal business from big brands by showing up and helping searchers get what they’re looking for. The brand that wins is the one that shows up and helps searchers get what they’re looking for, so there’s substantial value to be added by increasing your organization’s organic marketing efforts. SEO increases authority Similarly, good SEO can position you as an authority in your space. This is especially helpful for businesses just starting out that don’t have a lot of awareness or established authority. Ranking for keywords is like being selected as the chosen answer among many possible answers to a particular question; the public perception is that you’re more than just the highest bidder. What does that say about you if not that you’re the de facto authority on whatever topic that was searched for? As you can see from this variety of applications, SEO isn’t something that has to sit in a silo separate from your other marketing efforts. It’s something that can assist in accomplishing the goals you’ve already set for your business. SEO integrates with every aspect of marketing and makes accomplishing your business goals easier. 13
The Executive’s Guide to SEO 6 Setting your team up for success The right resources will maximize the effectiveness of your investment Savvy investors know that investing too little can make the entire investment not worth it (at best) and a total loss (at worst). So, what exactly do you need to dedicate to make your SEO investment worthwhile? To carry out SEO work for your organization, you have the option of using in-house resources or outsourcing to an agency. You could also hire a consultant to give direction to an inhouse employee. In any of these scenarios, these individual(s) need to be experienced, have adequate time budgeted to carry out their tasks effectively, and they need access to the tools that can help them work smarter. 14
The Executive’s Guide to SEO Experience Tools Before you commit to hiring an SEO23, ask questions to gain insight about their experience, such as: If you choose to embark on SEO work, your team needs tools. These tools should: Do you have experience working with businesses in our industry? How have you helped other businesses with their SEO in the past? What were the results? Based on your experience, what would you say we need to work on first? Time Remember, SEO is earned placement, which means it’s going to be labor intensive. The time it takes to achieve your goals will differ depending on what those goals are and how competitive the landscape is. Protect your SEO specialist’s time so they can focus on achieving this goal, and while they do, instead of asking “Why aren’t we there yet?” ask “What progress have we made?” Automate time-intensive, manual tasks Help manage SEO at scale Display accurate data in useful, actionable ways When you invest in SEO, that not only includes people and time — it also includes tools. You wouldn’t send a hockey player onto the ice without skates or ask someone to bake a pie without an oven. In the same way, you can’t expect optimal SEO work from your team without equipping them with the tools needed for the job. Every marathon has mile-markers. It may seem like you’re never going to get there, but the mile-markers are a testament to the progress that time and effort have achieved. 15
The Executive’s Guide to SEO 7 Enter Moz Pro and Moz Local Enjoy the benefits of SEO with the help of Moz Organic search is where people are looking for the products and services you offer. Can they find you? SEO can make that happen, and Moz can make it easier. Moz tools can help make your SEO investment worthwhile in two major ways: 1. They ensure that you’re not flying blind, wondering whether all the money you spent is making a difference. 2. They help you scale. Do more work in less amount of time with higher accuracy than manual work provides. ON Both Moz Pro and Moz Local help you scale SEO work and monitor performance. Moz Pro does this for your website while Moz Local does this for your off-site presence. 10011001101 0010100011 10011001101 0010100011 16
The Executive’s Guide to SEO Moz Pro for website performance It’s difficult to justify the benefit of a marketing channel without data, which is exactly why we created Moz Pro Campaigns. This tool allows you to manage all your SEO campaigns from a single location and switch seamlessly from one to the next. Perhaps one of the biggest time-savers Moz Pro offers is reporting. Create custom reports and set them up to automatically send to whoever you want at the frequency of your choosing. Reports pull directly from the data in your Campaigns dashboard into the layout of your choosing, so it requires no manual information retrieval or formatting. From the Campaign dashboard, you can view your site’s ranking, traffic, links, and more. With the Insights function, you can also be alerted to changes in your campaign as they occur, which means you never have to hunt down issues manually, or worse, become aware of issues only after the business has notified you! Moz Pro also gives you access to our suite of research tools that allow you to do faster and more accurate competitor analysis, keyword research, and link research. Learn more about Moz Pro And with Site Crawl, you can conduct automated audits of the websites you manage and the tool will return a list of recommended fixes ordered by priority. ! ! ! ! 17
The Executive’s Guide to SEO Moz Local for off-site performance Here’s how it works: Moz Local is a tool that helps businesses automate distribution of their location data at scale. 2. Moz Local pushes your data to our partners With solutions for businesses managing the online presence of anywhere from one to thousands of locations, Moz Local allows you to maximize outcomes with minimal inputs. 1. Input the correct data for your business 3. Partners publish your data across all their directories 4. Get location reports for how your data is improving and growing across the web 5. Get alerts when data needs to be corrected 6. See when customers review your business so you can respond (30% of consumers surveyed24 said that response to online reviews was a key factor in judging local businesses) 7. Manage all this information for up to hundreds of locations from a single dashboard. Ensuring your business citations are accurate online inspires trust in your brand and boosts offline results. Whether you’re a small business looking to grow or an enterprise with a large number of locations, scalable data management solutions like Moz Local cut out manual effort and maximize the time your team can spend on strategy. Learn more about Moz Local About Moz Moz’s AI-driven tools and technology platform fuel competitive search marketing and content strategies for agencies and enterprise marketing teams around the globe, delivering the highest quality data and proprietary insights to help teams increase efficiency and ROI on digital spend. The Moz platform increases organic marketing efficiencies by surfacing actionable insights, allowing marketing teams to add precision to their strategies and maintain brand dominance in search results. Moz also offers online as well as custom in-person training programs, educating in-house teams and keeping marketing agencies up to speed and in compliance with evolving search marketing trends and practices. 18
The Executive’s Guide to SEO Links and Resources 1. Think With Google – -mobile/ 2. Think With Google – mobile-search-consumer-behavior-data/ 3. Moz – vealed 4. Search Engine Land – 999-trillion-searches-per-year-250247 5. HubSpot – https://www.stateofinbound.com/ 6. Ko Marketing – rketers-3644/ 7. Sparktoro – ricing-structure-services/#32 8. Borrell Associates – 6-detail 9. BrightEdge – rts/organic-search-still-largest-channel-2017 10. Moz – vealed 11. Search Engine Land – rketing-heaven-259693 12. Shareaholic – media-traffic-trends report-2017/ 13. Invesp – bound-marketing/ 14. Mashable – keting-trends/#bOzOaxdzGmqE 15. Moz – https://moz.com/local-search-ranking-factors 16. Search Engine Watch – ss-listings-survey 17. Think With Google – e-searches-yoy-growth/ 18. Think With Google – ation-local-search/ 19. Think With Google – l/mobile-near-me-searches/ 20. Moz – Marketing-Pages/Case-Study-for-Wpromote-Papyrus. pdf?mtime 20180111144457 21. Smart Insights – through-rates-by-position/ 22. Think With Google – han-demographics/ 23. Moz – teboard-friday 24. BrightLocal – eview-survey/ 19
The Executive's uide to SEO Your competitors are investing in SEO The people have spoken, and they're investing in organic search: Research like this indicates that countless businesses have recognized the importance of SEO in their marketing efforts. Investing in SEO is critical if you don't want to be left behind. 61% 5,000/month 72 .
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