Last week, BrightLocal published the Local SEO Industry Survey 2014, which is an annual exploration into the state of the industry for SEOs serving local businesses. This was also covered here on Search Engine Land. In this survey. We compiled data from over 1,700 SEOs answering 19 questions on areas such as company size, client acquisition, financial turnover and future outlook. The results make for interesting reading; but, as always with industry studies like this, they raise as many questions as answers. Questions which, given the large amount of data at our disposal, we felt we could address in further analysis. In the following analysis we’ve taken the step to look deeper at the data we collected and examine responses against other questions. For example, it’s useful to know that 10% of these SEO agencies have a turnover of more than $500,000, but which type of agencies make up this 10%? And how does that compare to the number of SEOs working on their accounts? 1. … [Read more...] about Understanding Sales, Conversion & Revenue For Local SEO Agencies
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Before I begin, I do want to say I respect a lot of people who do outsource aspects of their business to other companies, and there are some great companies that will do a great job. I’m writing from my personal experience, and what has worked for my business. I am a big advocate of bringing all aspects of your online business in-house. It’s common wisdom that you can “save” money by outsourcing, because you get experienced people working 24/7 on your company. However, for my business, outsourcing repeatedly cost more and delivered poorer quality work. Pay Per Click (PPC) advertising is one area that I strongly advocate managing internally. The tips and figures I’ll be sharing should be helpful to small or medium size online businesses considering the advantages of bringing PPC in-house. Just for a little background, I initially managed the PPC advertising, along with running the rest of the business, until the campaign grew to where it required 40 hours a … [Read more...] about Overcoming Common Obstacles To Bringing PPC In-House
Local search marketing is a crowded marketplace with many companies offering small and medium businesses (SMBs) the same or similar services. It is also increasingly difficult to separate search marketing from other marketing, as everything from website development to third-party content to social media chatter affect search results. In all, small corporations spend $50 billion per year on marketing according to a 2006 analysis of IRS tax return data from Magna Global. If you add in national advertisers that are targeting local markets, the value of local media is estimated to be as high as $120 billion annually. The chase for those marketing dollars is strong as reported by a 2013 Borrell Associates survey, which found SMBs field nearly 19 sales inquiries a month, on average, and actually speak to 6.5 different representatives a month, on average. Who should SMBs turn to in order to get the right help with search marketing? Should they do it themselves? How will technology change the … [Read more...] about Automated Services Vs. Sales Reps?
Brent D. Payne is the SEO Director at Tribune Company, whose properties include the Los Angeles Times, Chicago Tribune, and Baltimore Sun. In one form or another, Brent has been engaged in search engine marketing for over a decade. He’s also a well-known name in the SEO community, with many speaking appearances augmented by an extremely active Twitter account. As one might expect from a highly experienced and social SEO, Brent has much to say about in-house SEO, optimization of news content … and a whole lot more. I hope you enjoy his insights. Q: Describe the career path that brought you to the Tribune. Brent: Brent D. Payne was born on a rainy September day in … just kidding. My background is in technical sales and marketing. I applied for my first ‘real job’ at the age of 19 by responding to an advertisement in the local Ogden, UT newspaper. After some rather interesting antics to get the job (which included running into a wall, literally, for $100 … [Read more...] about Q & A With Brent D. Payne, In-House SEO Director, Tribune Company
For some reason, it’s a struggle to find In-House SEOs to share their stories, lessons and SEO strategies. Today’s show is the rare exception. Kevin Indig runs technical SEO at Atlassian – a company responsible for tools like Trello, Jira, Confluence and more. Atlassian.com has a domain authority of 93. There are hundreds of thousands of URLs across several domains in the Atlassian family. So … technical SEO is a really big deal. Kevin went in-depth on topics such as: How they use log file analysis to boost rankings Their process for cleaning up low-quality content Tactics to improve the internal link structure How to promote SEO education internally within a large 2,000+ person company. How they measure and track SEO success in a company with NO sales team and where organic traffic is responsible for 50% of their product sales. Kevin also answered lots of questions from listeners on Twitter Enjoy! Sponsors BuzzSumo – … [Read more...] about 083: How To Win At In House, Large Scale SEO w/Kevin Indig of Atlassian