5 Tips to Help Show ROI from Local SEO

Posted by JoyHawkins

Earlier this year, when I was first writing my advanced local SEO training, I reached out to some users who work for local SEO agencies and asked them what they’d like more training on. The biggest topic I got as a result was related to tracking and reporting value to small business owners.

My clients will often forward me reports from their prior SEO company, expressing that they have no idea what they were getting for their money. Some of the most common complaints I see with these reports are:

  • Too much use of marketing lingo (“Bounce Rate,” “CTR,” etc.)
  • Way too much data
  • No representation of what impact the work done had on the business itself (did it get them more customers?)

If a small business owner is giving you hundreds or thousands of dollars every month, how do you prove to them they’re getting value from it? There’s a lot to dig into with this topic — I included a full six pages on it in my training. Today I wanted to share some of the most successful tips that I use with my own clients.

1. Stop sending automated Google Analytics reports

If the goal is to show the customer what they’re getting from their investment, you probably won’t achieve it by simply sending them an Analytics report each month. Google Analytics is a powerful tool, but it only looks awesome to you because you’re a marketer. Over the past year, I’ve looked at many monthly reports that made my head spin — it’s just too much data. The average SMB isn’t going to be able to look at those reports and figure out how their bounce rate decreasing somehow means you’re doing a great job at SEO.

2. Make conversions the focus of your report

What does the business owner care about? Hint: it’s not how you increased the ranking for one of their 50 tracked keywords this month. No, what they care about is how much additional business you drove to their business. This should be the focus of the report you send them. Small business call conversions

3. Use dynamic number insertion to track calls

If you’re not already doing this, you’re really killing your ability to show value. I don’t have a single SEO or SEM client that isn’t using call tracking. I use Call Tracking Metrics, but CallRail is another one that works well, too. This allows you to see the sources of incoming calls. Unlike slapping a call tracking number on your website, dynamic number insertion won’t mess up NAP consistency.

The bonus here is that you can set up these calls as goals in Google Analytics. Using the Landing Page report, you can see which pages on the site were responsible for getting that call. Instead of saying, “Hey customer, a few months ago I created this awesome page of content for you,” you can say “Hey customer, a few months ago, I added this page to your site and as a result, it’s got you 5 more calls.”
Conversion goal completion in Google Analytics

4. Estimate revenue

I remember sitting in a session a couple years ago when Dev Basu from Powered by Search told me about this tactic. I had a lightbulb moment, wondering why the heck I didn’t think to do this before.

The concept is simple: Ask the client what the average lifetime value of their customer is. Next, ask them what their average closing ratio is on Internet leads. Take those numbers and, based on the number of conversions, you can calculate their estimated revenue.

Formula: Lifetime Value of a Customer x Closing Ratio (%) x Number of Conversions = Estimated Revenue

Bonus tip: Take this a step further and show them that for every dollar they pay you, you make them $ X. Obviously, if the lifetime value of the customer is high, these numbers look a lot better. For example, an attorney could look like this:Example monthly ROI for an attorneyWhereas an insurance agent would look like this:
Example monthly ROI for an insurance agent

5. Show before/after screenshots, not a ranking tracker.

I seriously love ranking trackers. I spend a ton of time every week looking at reports in Bright Local for my clients. However, I really believe ranking trackers are best used for marketers, not business owners. How many times have you had a client call you freaking out because they noticed a drop in ranking for one keyword? I chose to help stop this trend by not including ranking reports in my monthly reporting and have never regretted that decision.

Instead, if I want to highlight a significant ranking increase that happened as a result of SEO, I can do that by showing the business owner a visual — something they will actually understand. This is where I use Bright Local’s screenshots; I can see historically how a SERP used to look versus how it looks now.

At the end of the day, to show ROI you need to think like a business owner, not a marketer. If your goals match the goals of the business owner (which is usually to increase calls), make sure that’s what you’re conveying in your monthly reporting.

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Facebook teams with The Trevor Project to help prevent LGBTQ youth suicides


Facebook has been working to make users feel safer on the platform for years, and in its latest effort to enhance the online community, the social media platform partnered with The Trevor Project, an organization dedicated to suicide prevention for LGBTQ youth.

On Tuesday — in the middle of Mental Health Awareness month — Facebook announced that users will be able to connect with mental health resources from The Trevor Project right from their direct messages. The project rolls out over the next few months.

SEE ALSO: Could you really remove Facebook from your life?

According to The Trevor Project’s website, the rate of suicide attempts is “four times greater for LGB youth and two times greater for questioning youth than that of straight youth,” so it’s clear how helpful access to a supportive chat bot could be. And though The Trevor Project is aimed at helping suicide prevention in young people, the 2015 U.S. Transgender Survey found that 40 percent of transgender adult respondents reportedly made a suicide attempt during their lives, so Facebook users of all ages could certainly benefit from the helpful resource. Read more…

More about Facebook, Conversations, Social Good, Mark Zuckerberg, and Lgbtq

Social Media

Earth Day Google doodle offers up conservation tips to help save the planet

Google is using today’s doodle to promote conservation efforts and support the World Wildlife Fund, The Ocean Agency, and The Jane Goodall Institute. The post Earth Day Google doodle offers up conservation tips to help save the planet appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.

Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

Time Inc. is launching its own influencer marketing network with help from Speakr

 Time Inc. is getting into the influencer marketing business in a bigger way, with a new offering called Time Inc. Connect. This influencer network will be “powered by” startup Speakr — as explained to me by Time Inc’s senior vice president of digital business development and business operations Regina Buckley, this means Time Inc. Connect will combine Speakr’s… Read More
Social – TechCrunch

Facebook’s fundraisers now help you raise money for yourself and friends


If you’re hoping to raise money for a good cause, but it isn’t tied to a specific organization, Facebook just changed the game.

The social media giant has expanded its fundraisers tool, now letting users create personal fundraiser pages to raise money for themselves, friends, and people or things not on Facebook. Previously, users could only raise money for a registered nonprofit on the platform.

SEE ALSO: Facebook creates Community Help tool so users can aid each other after disasters

But to stick to social good, the new personal fundraisers can only span six categories: education (like tuition and books), medical (like procedures and treatments), pet medical, crisis relief (like natural disasters), personal emergency (like house fires or theft), and funeral and loss. As the product rolls out, however, Facebook hopes to include more categories and evolve them over time. Read more…

More about Charity, Nonprofits, Facebook, Social Good, and Social Media

Social Media

Facebook’s new Collection ads help brands tell a more visual product story

Facebook headquarters.

Facebook has introduced a new ad format it calls Collection. Brands can use it to try to convince shoppers to make a purchase by showing an engaging video and displaying related products. This is perhaps one of the more immersive formats the company offers, and it’s rolling out globally today.

In addition, Facebook is testing a new metric called “outbound clicks” to help advertisers better understand who actually leaves the social network and goes to their website.

With Collection, brands can use a video or image to highlight the story or message they want to tell. Underneath will be a set of four products, either dynamically arranged by product popularity or manually organized. So Under Armour could use a video of Golden State Warriors’ star Steph Curry’s journey in the NBA as its spotlight content, and could display his shoes, apparel, and more underneath.

The hope is that you’ll be drawn into the Collection ad and will click on it. When you do, you’ll be taken to another page within Facebook, one featuring an immersive display of up to 50 products, sorted by relevance. The page would be set up like an Instant Article to help those on mobile shop more easily. Only when you find a product you want to purchase will you be routed from Facebook to the advertiser’s own website to complete the transaction.

A big part of the Collection ads will hinge on having brands sync their product catalog with Facebook so the social network knows which products are worth highlighting.

Maz Sharafi, Facebook’s director of product marketing, claimed that Collection ads will help people “shop more seamlessly” and that early testing saw good results. He cites Adidas as an example, saying that the sports apparel brand used the ad format to drive sales for its Z.N.E. Road Trip hoodie and related products, resulting in a 5.3 times return on ad spend.

Facebook Collection ads for Adidas

Above: Facebook Collection ads for Adidas

Image Credit: Facebook

Facebook already offers carousel ads to brands who want to sell specific products, but these ads are limited in terms of storytelling. There are also canvas ads, which are immersive, but they don’t really highlight products for you to purchase. Collection could solve both of these issues by giving you a more integrated experience.

But Sharafi remains adamant that all the ad formats are important and explained that it’s all about giving marketers “a number of options.” That said, he’s excited about Collection ads, which he said “combine a format with a shopping experience. There’s nothing quite like that.”

Facebook Collection ads for Tommy Hillfiger

Above: Facebook Collection ads for Tommy Hillfiger

Image Credit: Facebook

In order to help brands better track results, Facebook is also introducing its outbound click metric, which is optimized for more creative ad formats, like canvas and Collection, and promises to give marketers a clearer view of the path customers take. Right now, there’s a link click metric that shows the clicks coming from the News Feed, but when you have creative ads, it can be difficult to know exactly where the clicks came from. With the outbound click metric, you’ll now know when someone leaves Facebook through an ad.

“One of the things we’re trying to do with the introduction of a new metric is providing more clarity and transparency,” Sharafi said. “In the scenario of Adidas using Collection, in a world where you don’t have an outbound click, you wouldn’t be able to tell which click happened from the News Feed where people have opened the immersive experience and which clicks happened within Collection.”

Outbound clicks are available in beta today, and Collection ads are rolling out globally over the next few weeks.

Social – VentureBeat

10 Conference Hacks to Help You Crush Marketing Event Attendance

In my career as a marketer, I have attended more events and conferences than I can count. Events (especially those that span multiple days) are filled with so much information and it can quickly become overwhelming. By the second day you may feel that your brain is bulging with new information and you can’t possibly retain what you’ve learned.

Early on when I started working for TopRank Marketing, our CEO Lee Odden gave me a crash course on making the most of attending an event. His experience attending and speaking at events was an incredibly valuable resource for someone like me that wanted to take advantage of the awesome opportunity to attend events.

Below you’ll find some of my top tips for nailing event attendance whether you’re going with a team or flying solo. Hopefully the insights that I’ve been able to provide based on my own experience can help you get the most out of any marketing event you attend, large or small.

#1 – Make A Schedule

I can’t tell you how many times I’ve met someone on the plane that is attending the same conference that I am. One of the questions I always ask is which sessions they’re most excited about attending.

More often than not, they haven’t even looked at the event schedule and have no idea which sessions they’ll spend their time in.

If you don’t plan your sessions out beforehand you may miss out on some stellar sessions. Also, you’ll often find that you may miss sessions you want to see if you haven’t mapped out your day and considered how long it will take you to get from one session to the next. Some events even encourage attendees to register for specific sentences prior to the event and if you don’t, the sessions may be full and you’ll miss out.

#2 – Pack The Essentials

Event days are long. To make sure that you get the most out of the experience, it’s important to pack the essentials for your trip.

Between your laptop, your phone and any other devices you bring, you’ll use a lot of battery life at an event. I mean, A LOT. Make sure that you have all of your charging cords and some spare batteries packed and ready to go. Also, take advantage of the stops in your hotel room to charge your tech. Not all event rooms have charging stations and the last thing you want to do is inhibit your ability to capture information because your computer or phone dies.

While many events offer apps for connecting with other attendees, be sure to pack extra business cards for those passing moments when it makes sense to swap information.

#3 – Use the Conference Hashtag

The vast majority of events will share a hashtag for attendees to use on Twitter. The hashtag can typically be found on the conference website.

Before the event, you can use the hashtag to let others know that you will be attending. Following and interacting on Twitter prior to the event is a great way to begin getting to know your fellow attendees. It’s also a great way to set up plans to meet people in-real-life that you’ve been connected to online for years.

While you’re at the event, follow and use the hashtag to gain insights into sessions you can’t attend and share your POV.

#4 – Attend Networking Events

In order to get the most out of an event, it’s important to find “your people”. Most events offer a variety of networking opportunities during the day and in the evening. So instead of eating your lunch in a corner or snacking on pretzels in your room for dinner, make the steps to put yourself out there and connect with other marketers.

One of the biggest benefits of attending a conference is making real-world connections with other people who have shared interests and struggles that you can learn from.

#5 – Create Killer Content

If our team members are attending an event, you can bet that we will be taking advantage of the many content opportunities that exist in that setting. When many marketers are struggling to create a quantity of quality content, events can give your content a great boost.

Live blogging sessions has become a staple of our event strategy and provides a multitude of benefits including sharing great insights with your online community that could not attend, coverage of sessions other attendees could not be present for and a chance to connect with the speakers whose sessions you covered.

Events are also prime for co-creating video content with influencers and experts. In fact, if you plan and network appropriately you could capture enough video interviews to extend over several months.  

#6 – Sit Front & Center

It can be tempting to grab the seat in the back of the room with extra space for all of your items. But DON’T! Instead, get there early and grab a seat in the front of the room.

Often the speaker will be there early engaging with people in the front of the room so you can take the opportunity to introduce yourself to them and the other people around you.Also, if you plan on taking any photos for content you’re creating, sitting in the back won’t do you any favors!

#7 – Participate in Session Q&A

One of my most terrifying moments at a conference was the first time I stood up, walked to the mic and asked the speaker a question during the q&a portion of a session. While it might not be in your comfort zone, asking questions is another great way to get real answers to your top questions and connect with other attendees.

#8 – Introduce Yourself to the Speaker

If you didn’t have a chance to meet the speaker before their session, stick around after and introduce yourself. If you didn’t feel comfortable asking a question in front of the whole group, now is your time.

Many speakers will also share their slides with you (if you ask nicely) which can be a fantastic resource for live blogging or taking information back to your team.

#9 – Browse The Exhibit Hall

If you are a fan of brand swag, visiting the exhibit hall is a no brainer. But, the hall also offers an opportunity to interact with potential partners, platforms and prospects.

At some events, the exhibit hall can be overwhelming, so you may want to visit a few times to make sure that you see everything and everyone that makes sense for your business. Just know that many of the people working at booths are business development employees so they will try their hardest to show you the benefits of their product or service and sign you up for contact after the event.

Be careful where you leave your business card because they will follow up post-event.

#10 – Share What You Learned

If you take good notes during an event, don’t keep it to yourself! Find an informal or formal way to share a download of what you experienced with your team once you return home.

Typically, our team will develop a presentation that pulls out the most important pieces of information for the rest of our teammates. Try to keep the focus on actionable insights that directly relate to your business.

Upcoming Events Where You Can Find TopRank Marketing

Lee Odden

While it may take a little extra effort at first, you’ll quickly find that following these hacks will make you more efficient and improve your event experience.

Lee Odden will be spending the next couple months traveling around the world to educate audiences on developing successful content and influencer marketing programs. If you’re events to attend, be sure to check out Lee’s sessions!

Event: Social Media Marketing World, San Diego
Date: 3/24/17
Room: 28ABCDE
Session Topic: Future of Influencer Marketing: Strategies & Trends

Event: Content Marketing Conference, Boston
Date: 4/12/17
Session Topic: Keynote: The Influence Imperative

Event: Clever Content, Copenhagen, Denmark
Date: 4/25/17
Session Topic: Keynote: Search Marketing in 2017: Be the Best Answer

Event: Epic Content Marketing, Oslo, Norway
Date: 4/26/17
Session Topic: Keynote: Influencer Marketing: How to Create Quality Content & Relationships that Scale

Event: Future of Business, Oslo, Norway
Date: 4/27/17
Session Topic: Keynote: Optimize: Attract & Engage Customers with Integrated SEO, Social and Content

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© Online Marketing Blog – TopRank®, 2017. | 10 Conference Hacks to Help You Crush Marketing Event Attendance | http://www.toprankblog.com

The post 10 Conference Hacks to Help You Crush Marketing Event Attendance appeared first on Online Marketing Blog – TopRank®.

Online Marketing Blog – TopRank®