Live blogging of this webinar sponsored by Covario on the economic impact of SEO. The speakers included:
Shar was up first and touched on the following:
- Shar shared some data from Forrester research speculates that email marketing, social media, display and search marketing will total $100 billion dollars by 2019.
- we have a 15 year "lookback window" that marketers are using to create their digital budgets
- marketers are becoming more savvy and know what not to invest in.
- digital marketing with spend on advertising within two years.
- search will stay at about 50% of the digital mix and is the biggest piece of the digital marketing toolkit
- laggards are boosting budgets to catch up
- we are seeing some veteran search marketers cap their paid budgets
Dean Davison then touched more specifically on SEO
- he mentioned the recent Total Economic Impact study from Covario completed by Forrester: www.covario.com/2014/09/forrester-research-highlights-impact-organic-search
- he discussed how they changed the internal perception of SEO internal executives over a three year period to drive an increase in their return
- he touched on the benefit of SEO to help avoid the higher cost of alternative channels (in this case from paid and display over to SEO)
- ultimately in the case study that was referenced, the return from SEO helped reduce costs from other channels. Some of the SEO initiatives and services that were provided as part of this three year project (which generated a 205% ROI) included:
- A question was asked as to where the money is coming from for the increases spend on SEO. Shar chimed in and statd that based on their research and data that it is actually "new money" is coming in for SEO based on the success of that channel
- A question about attribution was asked: How are you determining the exact monetary value to SEO over other channels? A vague response stating that they have some complex tools. Shar mentioned the shift from last click attribution and move to more advanced measurement strategies. Some are looking at the amount of savings from paid efforts.
- Question was asked about how they were able to quantify non-branded performance, with Google no longer sharing this data? The response was using Google Webmaster Tools query data and looking at page level and URL level metrics.
For me this webinar was just another case study illustrating how effective proper organic search marketing can be as a marketing channel. A lot of people think that it is smoke and mirrors but really a sound SEO strategy that focuses on the audience and providing the right messaging (content) and the right time in the right media format to the right audience.