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Questions I always hear with regards to SEO and marketing optimization:

• How does Google Analytics improve my search engine optimization (SEO)?
• How can I get more out of my SEO?
• What is the real effect of ranking on search engines for my business?

I am hoping the case study below will shed some light on these questions. If you apply a similar analysis you can help your customer, manager, or whoever is delaying your SEO effort. But instead of answering “the importance of ranking” question, maybe something more quantifiable and measurable might get your decision makers’ attention! How about “how does ranking on a specific keyword, or lack thereof, impact the bottom line?” Answering such questions will help us make the most of our marketing spend during these tough economic times and help us do a more effective job in marketing and campaign optimization.

I’ll use real time data and analysis but won’t mention the name of the website for privacy reasons. Here are the details:

• Website type: eCommerce
• The website used to rank near the top of Google on two competitive keywords until August 2008.
• Historically, these two keywords have driven traffic to the site. For a specific time period, these two keywords drove 5,684 visits and led to 46 conversions for a 0.81% conversion rate.

If you have your Google Analytics eCommerce features properly configured and working, the above data is easily accessible under the Traffic Sources -> Search Engines -> Non-paid report. The inline filter was used to get data for just these two keywords.

• We then start examining the time period when the ranking for these two keywords took a big hit.
• Next, using the date comparison function in Google Analytics, we compared the traffic generated by these two keywords for this year with poor ranking versus last year with better ranking. Here is the result:

The table on the left is for one of their keywords and the table on the right is for the other. As you can see, a significant drop in visits in 2008, 4471 to be exact. So the negative impact of the drop in SEO ranking was less opportunities to make sales on their primary keywords!

• The 4471 visits might be a small percentage of the overall website traffic but when you put a dollar sign next to it, we typically react to it more quickly. Take the 4471 visits and multiply it by your average conversion rate for these keywords, which is 0.81%, and then multiply by the average order value, which is $846.
• 4471 x 0.0081 = 36 lost sales
• 36 x $846 = $30,456 of lost revenue!

Now one can argue that this number is not accurate because of many factors BUT the findings are very actionable! If I were to present this analysis to my boss or client, I would add 2-3 other scenarios:

• Scenario 1, with a higher conversion rate of 1.62% after improving the design and usability of the site, the lost revenue would be $60,852. (ouch!)
• Scenario 2, with a lower average order value and the existing conversion rate of 0.81%, our lost revenue would have been $15,228.
• You could create a table to show the range. The main point is that there was between $15K and $60K of lost revenue. In tough economic times, wouldn’t you rather have that revenue?

Depending on your company size, marketing budget, and other factors, the $30K might be a significant number or it might be a rounding error. But at the end of the day, $30K of lost revenue is $30K of lost revenue, especially in times like these where cutting cost and marketing optimization is more important than ever. By doing similar analysis, you can find other lost sales opportunities, monetize them, and get some corrective actions underway.

I think you can take this analysis to a business owner or marketing manager, and I am pretty sure they would get the SEO effort prioritized.

written by Feras Alhlou \\ tags: actionability, actionable insight, conversion, google analytics, integrated marketing, marketing strategy, search engine marketing, search engine optimization, tips for internet consultants, web analytics

Your website isn’t just a luxury anymore.  Save this data and improve your ROI!
Learn industry best practices for Google Analytics implementation and cutting edge techniques for marketing optimization!

Save the date and join us in our upcoming Google Analytics implementation and marketing optimization workshop. The training workshop will be held at the Westin, San Francisco Airport, from 9:00 to 4:30 and we will provide lunch.

We have some amazing feedback from our last workshop in the Bay Area (see testimonials at the end of the post) and we are doubling the dose this time around! Yes, two days of nothing than Google Analytics, from the ground up, from basics to advanced topics, including all the new and cool features recently announced by Google.

What are we planing to cover?  Day 1 is dedicated to implementation and setup, ensuring you have GA properly installed, filters, profiles, overview on reporting, the new user interface, and more.  In Day 2, not only we will cover more advanced implementation techniques such as advanced filters, event tracking, and custom segments, but we will also dive into marketing optimization, measuring and ROI, KPIs, dashboards, and much more. Please preview the detailed agenda.

Day 2 builds on the topics discussed on the first day so we recommend you attend both days to maximize your learning. If you have attended our previous Google Analytics workshop then you are ready for day 2 of this upcoming training.

You will have ample time to speak with our Google Analytics specialists and log into your account to show us issues that we can troubleshoot for you.  We will cover case studies in real time.

As an added incentive, register before Dec. 3 and receive a free copy of Web Analytics - An Hour a Day.

Again, visit our site for more information and click here to register. We have a limited capacity so reserve your seat today!

Testimonials

Hello Feras,

I wanted to thank you for yesterday’s workshop.  I found it to be immensely valuable.  I’m sorry I did not have a chance to thank you in person, but I had to leave early to catch a train back to San Francisco. Thanks again.  Please keep me posted about the advanced training. Also, a colleague of mine may be interested in attending the intro class.

L. G., Internet Communications Coordinator

I just wanted to say thank you for the most excellent and helpful seminar on Google Analytics. I learned many useful tips and tricks that I would probably never have learned otherwise w/o digging deep into some forum or random blog posting. Please do keep me in the loop for future seminars, I’ll be first in line.

E. N., Online Marketing Specialist

I want to tell you that I very much enjoyed the class and that I felt you did an excellent job.  I am less interested in the specifics of how to implement Google Analytics and more interested in what I must look for.  I want to tell you if I ever have the right client, I would recommend your firm and hope that is the case.  It was excellent all the way around and I look forward to reading the book and all the rich wealth of materials you provided.  Thank you sincerely.

R. S., Marketing Consultant

Very good, lots of good information that I didn’t know, even though I’ve been using GA for 1-1/2 years.

T. P.,  SEM Specialist

written by Feras Alhlou \\ tags: google analytics, integrated marketing, marketing strategy, tips for internet consultants, training, web analytics, workshop

On June 14, I attended a networking event hosted by OPEN Silicon Valley. It was an all day event with an impressive list of keynote speakers and entrepreneurs, including Howard Dean (DNC Chair), Mike Mortiz from Sequoia Capital, (the VC firm that funded Google and many other big name internet brands today), Steve Westly, and many others.

I took some random notes of tips and proven practices form those that are more experienced and those with a track record of success and accomplishments. I took my notes on my Blackberry.  From the looks of some people, I felt like my teenage daughter at the dinner table when we ask her to stop text messaging :).

The notes are not very structured but I hope you find them useful as I did and pick one or two golden nuggets that would help you grow at the personal and professional level.

• Mike Moritz said when they look for start-ups and entrepreneurs, they are inclined to invest in companies that require “small” funding initially. Also companies that are about to catch a huge tail wind. They also look for companies that can have a healthy margin, so they can turn cash-flow positive quickly and reinvest in growing the company. He also looks for entrepreneurs that are big on the mission, and want to do great things for their customers.
• There was a discussion about investing in a company where the founders/key players are “young”. One of the characteristics of being young is that you are single-focused on your start-up. Mike Mortiz did acknowledge that fact, but also said they invested in companies (e.g. eHarmony) where the founder was a grandfather, but he still had the fervor and passion to accomplish his goals.

What is Success?

• A panel of successful entrepreneurs addressed this topic. The answers varied: “Having a lot of fun and make some money along the way, and also make a dent”. Others said “Success is about positive relationships”. One speaker said a key element to their success was by “always having a mentor in my life”.

Making it big without VC funding, possible?

• A session was dedicated to this topic. 5 very successful founders of now-established businesses spoke. They echoed the same themes we hear all the time. You have be optimistic and realistic. You have to work hard, long hours.. One panelist said that since he was 16 he has been waking up at 4:30am and working 14 hours/day. He does his spiritual routine, swims 40 laps, then off to the challenges. He is now in his mid 50’s and reaping the benefits of his hard work. Others attributed their success to how they built their companies around taking care of the customer, about strong relationships they have had with their customers for year after year.

I always enjoy attending such events and mingling with bright minds; you share what you know and most importantly learn from others!

written by Feras Alhlou \\ tags: integrated marketing, marketing strategy, tips for internet consultants

Last week I moderated a panel discussion organized by NSHMBA and hosted by Google at the Mountain View campus.

The event was well planned by NSHMBA organizers with a very impressive line of speakers:

Cisco - Guillermo Diaz, VP of Information Technology.
Oracle - Vince Casarez, VP of Product Management.
Google - Gonzalo Begazo Escobedo, US Controller.
Safeway.com - Michelle Marian, VP of Interactive Marketing.
Moderator: E-Nor - Feras Alhlou, President.

The panelist’s discussion was very insightful and offered some very practical advice to the audience. A few points that I really liked:

• Don’t be left behind! Even if you are in a non-technical field, embrace new technology and applications. Use them in your personal and professional life (blogs, social networking, wikis, etc.)
• Listen to the customer! Get end user input throughout your process. Don’t wait for your products/services to be “perfect” before you introduce them to the user. Gonzalo from Google pointed out how Google applies this a number of Google products that are released as “beta” to collect end user feedback/ideas/suggestions for improvements.
• Reach your customer where they are and again listen to their needs and wants.
• Use collaboration/connection technologies (hardware and software) to improve productivity and stay in touch with team members, especially those that work virtually in other offices or in different time zones.
• Mobile is big and will only be getting bigger… (this needs a separate post altogether!)

written by Feras Alhlou \\ tags: integrated marketing, marketing strategy, tips for internet consultants

In working with clients, we often come across companies both small and large that run their SEO or PPC programs in-house. As consultants, we aim to be objective and offer a recommendation that is in the best interest of the client.

Our general recommendation to clients is that you either build the expertise in-house and do the job right or you should outsource. So many times we have seen companies that claim to be running an effective PPC campaign internally, but after further examination we find that thousands of dollars are spent on an account that is running on auto-pilot and no optimization techniques or best practices have been implemented. The Internet marketing program might be running “OK” but it is no where close to the potential ROI it can bring. In one incident, we were asked to audit an existing PPC campaign and optimize its performance. One month after implementing a few best practices, we were able to achieve double the amount of site visitors for half the click spend. And this was just the beginning!

If you are planning to run your web development, web design, or Internet marketing programs in-house, invest the time in learning and mastering these fields or hiring someone with that expertise. Otherwise, work with a professional and let them do what they do best.

Feel free to contact us for further information on website design, internet marketing consulting or a free Internet Business Analysis.

written by Team Marketing \\ tags: integrated marketing, marketing strategy, search engine marketing

Internet Consultants (ICs) have different strategies in running their companies, some are very hands-on, and like to implement programs on their own, while other ICs tend to outsource project management and implementation to production centers, authorized suppliers, and third party vendors. In his training workshop, Feras Alhlou emphasizes the need for consultants to determine what business model best fits them and stick to that model.

I believe in on-going education though, and below is a list of recommended resources and reading for ICs to keep their skills sharpened and continuously quality internet marketing service and drive business results to their end clients. Even if an Internet Consultant (IC) decides to outsource most of their implementations, a sound understanding of marketing strategies and tactics as well as emerging internet marketing trends is vital for the success of their business. Below is a list of sites, blogs and articles on topics such as pay-per-click (PPC), search engine optimization (SEO), web analytics (WA) and other related internet marketing programs.

• Keyword Tools
  • Google Adwords Tool: https://adwords.google.com/select/KeywordToolExternal
  • Google Suggest: http://www.google.com/webhp?complete=1&hl=en
  • Yahoo Keyword Selector Tool: http://inventory.overture.com/d/searchinventory/suggestion
  • WordTracker: http://www.wordtracker.com
• Pay-Per-Click (PPC)
  • Google Adwords Learning Center http://www.google.com/adwords/learningcenter
  • Adwords Optimization tips: https://adwords.google.com/select/tips.html
  • Content Guidelines: https://adwords.google.com/select/guidelines.html
  • Google Help Center: https://adwords.google.com/support/bin/topic.py?topic=29
  • Google Adwords Blog: http://groups.google.com/group/SEM2 (need a google account to access)
  • Google Inside Adwords Blog: http://adwords.blogspot.com/
  • Google Adwords Landing Page and Site Quality Guidelines: https://adwords.google.com/select/siteguidelines.html
• Search Engine Optimization (SEO)
  • Google Webmaster Guidelines: http://www.google.com/support/webmasters/bin/answer.py?answer=35769
  • Google Webmaster Central: http://www.google.com/webmasters
  • Bruce Clay: http://www.bruceclay.com
  • SEO Book: http://www.seobook.com
  • Search Engine Watch: http://www.searchenginewatch.com
  • Matt Cutts, a Googler that blogs on SEO: http://www.mattcutts.com/blog
• Web Analytics (WA)
  • Chapter 4 in Google Adwords learning center http://www.google.com/adwords/learningcenter
  • Google Analytics www.google.com/analytics
  • Eric Peterson’s website www.webanalyticsdemystified.com and Eric’s yahoo group
  • Web Analytics Association www.waa.com
  • Google Conversion University http://www.google.com/analytics/conversionuniversity.html
• General Useful tools:
  • Google Spreadsheet: http://spreadsheet.google.com
  • Google Blog Reader: http://www.google.com/reader

If you have a tool that you think it is helpful to other Internet Consultants, feel free to email Feras and let him know about it. For more information and help on Internet Marketing programs such as Pay-Per-Click (PPC), Search Engine Optimization (SEO) or Web Analytics Services, feel free to contact us or drop us an email.

written by Feras Alhlou \\ tags: integrated marketing, internet consulting, marketing strategy, tips for internet consultants

Two of our favorite definitions of “Marketing” are found in organizations that help small business owners establish and grow their trade, one in the U.S. small business association and the other is in the Australian Department of State and regional development. These definitions revolve around the concept of customer, customer and the customer! Simply, marketing is about finding out the wants and the needs of the customer and offering a product or a service that meet these wants and needs. And Integrated Marketing is basically the process of managing all media and coordinating all activities that will help the marketer reach and acquire a client. It is more important now than ever for you as a business owner, a president of a company or an executive to fully adopt an integrated marketing strategy for your business. Depleting the allocated marketing budget in one medium no longer provides the anticipated return. We advise our clients to “maximize the marketing mix”. Here are some practical steps to help you develop then maximize the marketing mix:

• Research. First and foremost, understand and profile your “ideal customer”
• Survey. Ask existing clients and new leads how they found out about your business, your product or service.
• Segment. Equipped with the knowledge of research and surveys, segment the media to reach potential clients and the multiple media that each prospect uses
• Implement. Put to practice the activities that will generate a higher impact when combined and keep in mind that;
  • Different customers will require a different combination of media
  • Integrate your online and offline advertising and communication
• Measure. Track your Return on Investment (ROI) and apply your “lesson learned” in your future campaigns

Case Study - A high-tech company that offers Electronic Manufacturing Services (EMS). Working closely with the president of the EMS company and his business development team, a WSINetSense senior marketing consultant devised and implemented an integrated marketing plan that helped the company achieve and exceed its yearly goals. The company’s integrated marketing strategy included an effective combination of offline activities such as print ads, technical papers, technical presentations as well as a very comprehensive online marketing initiative leveraging the merging internet marketing programs such as Search Engine Marketing (Pay-per-click and Search Engine Optimization campaigns), banner advertisement, webcast sponsorships among other targeted campaigns. For every campaign, metrics and periodic measurement and analysis was done to ensure the planned objectives are achieved. The company has seen a substantial increase in exposure to potential customers. For more information on how WSI NetSense can help you maximize the return on investment and show you how the overall return of your integrated marketing activities can be significantly higher than the individual sum of each component and to help you implement an effective Integrated Marketing strategy, contact us for a free consultation.

written by Team Marketing \\ tags: integrated marketing, marketing strategy