Search Engine Optimization Methodology

1. Search Engine Optimization Methodology 01 Executive Summary 02 Situation Analysis 03 Planning 04 Administration 05 Measurement 06 Budget 01 Understand SEO 02 Evaluate Readiness 03 Research Keywords 04 Plan Using PPC 05 Implement Strategy 06 Measure Results Search Engine Optimization (SEO) Plan Methodology © 2015 Demand Metric Research Corporation. All Rights Reserved. Follow this simple, step-by-step, methodology to develop an SEO plan that increases your competitive position, reduces advertising expenditures, and implies authority.

2. To help you develop a Search Engine Optimization Plan that: » Is aligned with corporate values and vision » Provides a solid foundation for content marketing » Supports the following:  Corporate Marketing strategy  Content Marketing plans  Social Media Marketing and Blogging plans What is the purpose of this methodology? © 2015 Demand Metric Research Corporation. All Rights Reserved. Corporate Marketing Strategy Content Marketing Plan Social Media Marketing Plan Marketing Communications Plan To help you develop a Search Engine Optimization Plan that: » Is aligned with corporate values and vision » Provides a solid foundation for content marketing » Supports the following:  Corporate Marketing strategy  Content Marketing plans  Social Media Marketing and Blogging plans What is the purpose of this methodology? © 2015 Demand Metric Research Corporation. All Rights Reserved. Corporate Marketing Strategy Content Marketing Plan Social Media Marketing Plan Marketing Communications Plan

3. Search Engine Optimization (SEO) Defined “The process of affecting the visibility of a website or a web page in a search engine's unpaid results - often referred to as "natural," "organic," or "earned" results.” Source: Wikipedia Bottom-Line – SEO increases your competitive position, reduces advertising expenditures, and implies authority. © 2015 Demand Metric Research Corporation. All Rights Reserved. Search Engine Optimization (SEO) Defined “The process of affecting the visibility of a website or a web page in a search engine's unpaid results - often referred to as "natural," "organic," or "earned" results.” Source: Wikipedia Bottom-Line – SEO increases your competitive position, reduces advertising expenditures, and implies authority. © 2015 Demand Metric Research Corporation. All Rights Reserved.

4. What are the Top 12 Benefits of SEO? 1. Increase sales through visitor call-to-action conversions. 2. Acquire new customers and new markets through better web presence. 3. Reduce advertising expenditures. 4. Increase brand reputation and trust. 5. Measure revenue increases from digital channels. 6. Expand global markets. 7. Increase competitive position. 8. Deepen local presence (online and offline). 9. Forecast and prove ROI from SEO and all Digital Marketing. 10. Increase value of content creation and management. 11. Maximize company/brand social presence on the web. 12. Market to customers earlier in the buyers journey. © 2015 Demand Metric Research Corporation. All Rights Reserved. What are the Top 12 Benefits of SEO? 1. Increase sales through visitor call-to-action conversions. 2. Acquire new customers and new markets through better web presence. 3. Reduce advertising expenditures. 4. Increase brand reputation and trust. 5. Measure revenue increases from digital channels. 6. Expand global markets. 7. Increase competitive position. 8. Deepen local presence (online and offline). 9. Forecast and prove ROI from SEO and all Digital Marketing. 10. Increase value of content creation and management. 11. Maximize company/brand social presence on the web. 12. Market to customers earlier in the buyers journey. © 2015 Demand Metric Research Corporation. All Rights Reserved.

5. Why Do You Need to Utilize SEO? Search is very, very popular. With 20% growth a year, it reaches nearly every online American (91% of US internet users search every month) and billions of people around the world and drives an incredible amount of both online and offline economic activity. – Hubspot and MOZ Although SEO is often seen as optimizing your web, 75% of SEO is influenced by off-page factors, with only 25% of on-page factors influencing rankings. – Hubspot Higher rankings in the first few results are critical to visibility. Being listed at the top of the results not only provides the greatest amount of traffic, but also instills trust in consumers as to the worthiness and relative importance of the company or website. – MOZ © 2015 Demand Metric Research Corporation. All Rights Reserved. Why Do You Need to Utilize SEO? Search is very, very popular. With 20% growth a year, it reaches nearly every online American (91% of US internet users search every month) and billions of people around the world and drives an incredible amount of both online and offline economic activity. – Hubspot and MOZ Although SEO is often seen as optimizing your web, 75% of SEO is influenced by off-page factors, with only 25% of on-page factors influencing rankings. – Hubspot Higher rankings in the first few results are critical to visibility. Being listed at the top of the results not only provides the greatest amount of traffic, but also instills trust in consumers as to the worthiness and relative importance of the company or website. – MOZ © 2015 Demand Metric Research Corporation. All Rights Reserved.

6. SEO Marketing Research Results © 2015 Demand Metric Research Corporation. All Rights Reserved. Download We’ve conducted our own research on Search Engine Optimization, and with our SEO Marketing: Benchmarks by Revenue Attainment Report, it highlights the impact effective SEO strategies are having on organizations, especially on revenue generation. This report includes the following sections::  Executive Summary  Achieving Revenue Goals  Current SEO Program Success  Obstacles to Achieving SEO Objectives SEO Marketing Research Results © 2015 Demand Metric Research Corporation. All Rights Reserved. Download We’ve conducted our own research on Search Engine Optimization, and with our SEO Marketing: Benchmarks by Revenue Attainment Report, it highlights the impact effective SEO strategies are having on organizations, especially on revenue generation. This report includes the following sections::  Executive Summary  Achieving Revenue Goals  Current SEO Program Success  Obstacles to Achieving SEO Objectives

7. What our Research Report has Found: 1. SEO objectives remain constant with increasing website traffic, increasing lead generation and improving natural search rankings ranked as the top objectives for this year. Ultimately, the top choices are interrelated since increases in website traffic and leads generated are often the result of an improvement in natural search rankings. 2. It appears Outsourced SEO is more effective for revenue generation. Companies that are achieving or exceeding revenue goals are almost two times more likely to outsource all or part of their SEO programs. By outsourcing, these companies are gaining access to the specialized expertise required to execute difficult tactics effectively leading to performance improvements. 3. SEO drives successful outcomes. Overall, 89% of companies who are attaining or exceeding revenue goals and 64% of companies not achieving revenue goals, report some level of success with SEO, whether significantly or only slightly. No surprise but, companies that achieve or exceed their revenue goals are seven times more likely to have a “Very Successful” SEO program than are those not achieving their revenue goals. © 2015 Demand Metric Research Corporation. All Rights Reserved. What our Research Report has Found: 1. SEO objectives remain constant with increasing website traffic, increasing lead generation and improving natural search rankings ranked as the top objectives for this year. Ultimately, the top choices are interrelated since increases in website traffic and leads generated are often the result of an improvement in natural search rankings. 2. It appears Outsourced SEO is more effective for revenue generation. Companies that are achieving or exceeding revenue goals are almost two times more likely to outsource all or part of their SEO programs. By outsourcing, these companies are gaining access to the specialized expertise required to execute difficult tactics effectively leading to performance improvements. 3. SEO drives successful outcomes. Overall, 89% of companies who are attaining or exceeding revenue goals and 64% of companies not achieving revenue goals, report some level of success with SEO, whether significantly or only slightly. No surprise but, companies that achieve or exceed their revenue goals are seven times more likely to have a “Very Successful” SEO program than are those not achieving their revenue goals. © 2015 Demand Metric Research Corporation. All Rights Reserved.

8. For SEO, Google Recommends to: © 2015 Demand Metric Research Corporation. All Rights Reserved. 1. Make pages primarily for users, not for search engines. Don't deceive your users or present different content to search engines than you display to users, a practice commonly referred to as "cloaking." 2. Make a site with a clear hierarchy and text links. Every page should be reachable from at least one static text link. 3. Create a useful, information-rich site, and write pages that clearly and accurately describe your content. Make sure that your <title> elements and ALT attributes are descriptive and accurate. 4. Use keywords to create descriptive, human-friendly URLs. Provide one version of a URL to reach a document, using 301 redirects or the rel="canonical" attribute to address duplicate content. For SEO, Google Recommends to: © 2015 Demand Metric Research Corporation. All Rights Reserved. 1. Make pages primarily for users, not for search engines. Don't deceive your users or present different content to search engines than you display to users, a practice commonly referred to as "cloaking." 2. Make a site with a clear hierarchy and text links. Every page should be reachable from at least one static text link. 3. Create a useful, information-rich site, and write pages that clearly and accurately describe your content. Make sure that your <title> elements and ALT attributes are descriptive and accurate. 4. Use keywords to create descriptive, human-friendly URLs. Provide one version of a URL to reach a document, using 301 redirects or the rel="canonical" attribute to address duplicate content.

9. Main On-Page Optimizations Include: © 2015 Demand Metric Research Corporation. All Rights Reserved. 1. Title Tag – Have your keyword in here at least once, and as close as possible to the beginning. 2. H1 Header Tag – Your header is like your title, but you see it at the top of your page . 3. Body Copy – Put your keyword, 2-3 times including any variations in your pages text. 4. ALT Image Tag– Include your keyword in at least one photo. 5. URL – Put your keyword once in the address URL for your page. 6. META Description – These descriptions are ultimately what get someone to click. 7. Sitemap – This file will tell Google where every page of your site is, and how they link together. Main On-Page Optimizations Include: © 2015 Demand Metric Research Corporation. All Rights Reserved. 1. Title Tag – Have your keyword in here at least once, and as close as possible to the beginning. 2. H1 Header Tag – Your header is like your title, but you see it at the top of your page . 3. Body Copy – Put your keyword, 2-3 times including any variations in your pages text. 4. ALT Image Tag– Include your keyword in at least one photo. 5. URL – Put your keyword once in the address URL for your page. 6. META Description – These descriptions are ultimately what get someone to click. 7. Sitemap – This file will tell Google where every page of your site is, and how they link together.

10. . Other Training Courses that Relate: © 2015 Demand Metric Research Corporation. All Rights Reserved. AccessAccess This methodology is connected directly to the Content Marketing Training Course and Social Media Marketing Training Course, and we highly recommend you also look at those courses for additional best practice resources and advice for your SEO project.

11. . This methodology consists of six stages, each with a description, steps and action items. Action items include using our premium tools & templates. Our intention with this methodology is to help you: How to use this consulting methodology: 1. Understand SEO and identify the keywords you should focus on. 2. Evaluate and select the technology that will be the backbone of your SEO strategy. 3. Plan and craft a strategy to drive traffic using Search Engine Optimization. © 2015 Demand Metric Research Corporation. All Rights Reserved.

12. . 01 Understand SEO 02 Evaluate Readiness 03 Research Keywords 06 Measure Results STAGE 01 – UNDERSTAND SEO It’s important that your organization gets a fundamental understanding on how SEO works, and the different options available. In this first stage you will: 1. Review SEO Best Practices 2. Review Data about Successful SEO 3. Understand SEO Technology 4. Review Demand Gen and SEO Report 05 Implement Strategy 04 Plan Using PPC Understand SEO © 2015 Demand Metric Research Corporation. All Rights Reserved.

13. . Topics covered by this video course include:  6 Myths about SEO you need to understand  Optimization framework for your web pages  Mobile and App Store SEO best practices  Reviewing SEO technology solutions Watch Video STEP 1 – Review SEO Best Practices  Action Item – Watch the Training Course: Search Engine Optimization to discover how SEO works and which best practices are required to get on to the top rankings to get free traffic. © 2015 Demand Metric Research Corporation. All Rights Reserved. 01 Understand SEO 02 Evaluate Readiness 03 Research Keywords 06 Measure Results 05 Implement Strategy 04 Plan Using PPC Understand SEO

14. . STEP 2 – Review Data about Successful SEO  Action Item – Read the SEO Marketing Benchmark Report to compare the strategies and practices of companies that have succeeded in achieving or exceeding their revenue goals with those that have not. This report includes the following sections::  Executive Summary  Achieving Revenue Goals  Current SEO Program Success  Obstacles to Achieving SEO Objectives  SEO Tactics Effectiveness  SEO Performance Metrics Download © 2015 Demand Metric Research Corporation. All Rights Reserved. 01 Understand SEO 02 Evaluate Readiness 03 Research Keywords 06 Measure Results 05 Implement Strategy 04 Plan Using PPC Understand SEO

15. . STEP 3 – Understand SEO Technology This report includes topics including:  Executive Summary  SEO Marketing Overview  SEO Vendor Landscape  Evolution of the Landscape  Analyst Bottom Line Download  Action Item – Read the SEO Technology Overview which highlights the Search Engine Optimization (SEO) technology space at a high-level. © 2015 Demand Metric Research Corporation. All Rights Reserved. 01 Understand SEO 02 Evaluate Readiness 03 Research Keywords 06 Measure Results 05 Implement Strategy 04 Plan Using PPC Understand SEO

16. . STEP 4 – Review Demand Gen and SEO Report Topics discussed include:  Paid Search Vs. Organic Search  Website Experience  Demand Generation Metrics  The ROI of Demand Generation  Analyst Bottom Line Download  Action Item – Read the Demand Generation & SEO Benchmark Report to learn more about the role of SEO in demand generation, as well as gaining a current view of the state of the demand gen process. © 2015 Demand Metric Research Corporation. All Rights Reserved. 01 Understand SEO 02 Evaluate Readiness 03 Research Keywords 06 Measure Results 05 Implement Strategy 04 Plan Using PPC Understand SEO

17. . STAGE 02 – EVALUATE READINESS In this Stage you will evaluate the maturity of your organization when it comes to SEO: 1. Assessing your SEO Maturity 2. Review SEO Technology Vendors 3. Evaluate SEO Technology Vendors 4. Determine if you will use Outsourcers 5. Find an SEO Expert for your Team 6. Getting Help with SEO Systems 7. Learn How to Manage an SEO Agency Evaluate Readiness © 2015 Demand Metric Research Corporation. All Rights Reserved. 01 Understand SEO 02 Evaluate Readiness 03 Research Keywords 06 Measure Results 05 Implement Strategy 04 Plan Using PPC

18. . STEP 1 – Assessing your SEO Maturity  Action Item – Use the SEO Maturity Assessment to help you measure your organization's search engine optimization maturity. This assessment is intended to address the following areas:  Strategy, Buy-in & Skills  Processes Definition  Automation & Systems  Keyword Management  Results Reporting  Metrics Download © 2015 Demand Metric Research Corporation. All Rights Reserved. Evaluate Readiness 01 Understand SEO 02 Evaluate Readiness 03 Research Keywords 06 Measure Results 05 Implement Strategy 04 Plan Using PPC

19. . STEP 2 – Review SEO Technology Vendors  Action Item – Use our SEO Vendors Matrix to obtain information about key vendors in the Search Engine Optimization (SEO) technology space. This matrix is based on several criteria:  Company  Target Industries  Offerings  Key Features  Unique Strengths  Customers Download © 2015 Demand Metric Research Corporation. All Rights Reserved. Evaluate Readiness 01 Understand SEO 02 Evaluate Readiness 03 Research Keywords 06 Measure Results 05 Implement Strategy 04 Plan Using PPC

20. . STEP 3 – Evaluate SEO Technology Vendors  Action Item – Use our SEO Vendor Evaluation to compare SEO platforms based on your requirements. This model is based on several criteria:  General & Technical Requirements  Standard Feature Requirements  Advanced Feature Requirements  Service and Training Requirements Download © 2015 Demand Metric Research Corporation. All Rights Reserved. Evaluate Readiness 01 Understand SEO 02 Evaluate Readiness 03 Research Keywords 06 Measure Results 05 Implement Strategy 04 Plan Using PPC

21. . STEP 4a – Determine if you will use Outsourcers  Action Item – Based on your organizational maturity and SEO technology solution decisions, you will need to decide if your organization will hire an internal SEO expert, or hire an SEO agency to get the work done. © 2015 Demand Metric Research Corporation. All Rights Reserved. Evaluate Readiness 01 Understand SEO 02 Evaluate Readiness 03 Research Keywords 06 Measure Results 05 Implement Strategy 04 Plan Using PPC

22. . STEP 4b – Find an SEO Expert for your Team  Action Item – Use our Webmaster and SEO Expert Job Description to quickly document the role and responsibilities for this position. This job description includes:  Position Overview  Responsibilities  Job Requirements Download © 2015 Demand Metric Research Corporation. All Rights Reserved. Evaluate Readiness 01 Understand SEO 02 Evaluate Readiness 03 Research Keywords 06 Measure Results 05 Implement Strategy 04 Plan Using PPC

23. . STEP 4c – Getting Help with SEO Systems  Action Item – Use our SEO System RFP Template to help you design a Request for Proposal (RFP) for a SEO platform. This model is based on several criteria:  Company Info  Statement of Work  Proposal Procedure  Scope of Work & Business  Vendor Information  Estimated Budget Download © 2015 Demand Metric Research Corporation. All Rights Reserved. Evaluate Readiness 01 Understand SEO 02 Evaluate Readiness 03 Research Keywords 06 Measure Results 05 Implement Strategy 04 Plan Using PPC

24. . STEP 4d – Learn How to Manage an SEO Agency  Action Item – Watch our Agency Management Training Course to help you develop a streamlined approach to agency selection, management and evaluation. This course is based on several stages:  Prepare  Research  Select  Communicate  Manage Access © 2015 Demand Metric Research Corporation. All Rights Reserved. Evaluate Readiness 01 Understand SEO 02 Evaluate Readiness 03 Research Keywords 06 Measure Results 05 Implement Strategy 04 Plan Using PPC

25. . STAGE 03 – RESEARCH KEYWORDS Research Keywords This stage will help you build a keyword list, check them against latest trends, spy on competitors keywords and determine each keywords financial value, if a first page ranking is achieved. We will cover how to: 1. Build a Keyword List 2. Check the Trends for Keywords 3. Leverage your Competitors Keywords 4. Share Keywords with your Team 5. Determine Value of Keywords © 2015 Demand Metric Research Corporation. All Rights Reserved. 01 Understand SEO 02 Evaluate Readiness 03 Research Keywords 06 Measure Results 05 Implement Strategy 04 Plan Using PPC

26. . STEP 1 – Build a Keyword List  Action Item – Use the Adwords Keyword Planner Tool to discover keyword opportunities for your organization based on relevance to the topic, and volume of daily traffic. © 2015 Demand Metric Research Corporation. All Rights Reserved. Utilize this tool to review:  Keywords based on a URL  Related Keywords  Traffic Volume  Keyword PPC Cost  Keyword Categories Access Research Keywords 01 Understand SEO 02 Evaluate Readiness 03 Research Keywords 06 Measure Results 05 Implement Strategy 04 Plan Using PPC

27. . STEP 2 – Check the Trends for Keywords  Action Item – Use Google Trends to compare keywords based on how they are trending historically, to understand which keywords are a better long-term investment for optimization efforts. © 2015 Demand Metric Research Corporation. All Rights Reserved. This tool allows you to:  Compare Keywords  Explore Trends  Discover Related Searches  Compare dates  Visually chart information Access Research Keywords 01 Understand SEO 02 Evaluate Readiness 03 Research Keywords 06 Measure Results 05 Implement Strategy 04 Plan Using PPC

28. . STEP 3 – Leverage your Competitors Keywords  Action Item – Use tools such as Keyword Spy and SpyFu to help you discover and leverage your competitors keywords to save time and money on your research effort. © 2015 Demand Metric Research Corporation. All Rights Reserved. Research Keywords 01 Understand SEO 02 Evaluate Readiness 03 Research Keywords 06 Measure Results 05 Implement Strategy 04 Plan Using PPC AccessAccess

29. . STEP 4 – Share Keywords with your Team  Action Item – Use the SEO Keyword Database to gather information on the keywords that you are targeting, and share them with your team. © 2015 Demand Metric Research Corporation. All Rights Reserved. Download This template includes:  Keywords  Competition Level  Global Monthly Searches  Local Monthly Searches Research Keywords 01 Understand SEO 02 Evaluate Readiness 03 Research Keywords 06 Measure Results 05 Implement Strategy 04 Plan Using PPC

30. . STEP 5 – Determine Value of Keywords  Action Item – Use the SEO Keyword Value Estimator to calculate the profit opportunities on a target keyword, for each of the 10 organic positions on the first page of a search engine. © 2015 Demand Metric Research Corporation. All Rights Reserved. Download This tool includes:  Profit per Day/Month/Year  B2B and E-Commerce Formulas  Value Per Visitor Research Keywords 01 Understand SEO 02 Evaluate Readiness 03 Research Keywords 06 Measure Results 05 Implement Strategy 04 Plan Using PPC

31. . STAGE 04 – PLAN USING PAY-PER-CLICK This stage is all about planning which keywords you will optimize by testing them first using paid ads, to see if that traffic is worth the effort required to achieve a ranking. In this stage we will:: 1. Discover How to Create Agile Campaigns 2. Test Keywords using Paid Google Ads 3. Discover your Competitors Link Strategy Plan Using PPC © 2015 Demand Metric Research Corporation. All Rights Reserved. 01 Understand SEO 02 Evaluate Readiness 03 Research Keywords 06 Measure Results 05 Implement Strategy 04 Plan Using PPC

32. . STEP 1 – Discover How to Create Agile Campaigns  Action Item – Use the Creating Agile SEO Campaigns how-to guide to help you plan, implement & measure an Agile SEO campaign. This document includes:  What is Agile SEO?  Reasons to Engage in Agile SEO Campaign  Agile SEO Approach  Action Plan  Bottom Line Download © 2015 Demand Metric Research Corporation. All Rights Reserved. Plan Using PPC 01 Understand SEO 02 Evaluate Readiness 03 Research Keywords 06 Measure Results 05 Implement Strategy 04 Plan Using PPC

33. . STEP 2 – Test Keywords using Paid Google Ads  Action Item – Use Google Adwords to identify which keywords generate traffic that converts into leads or transactions, by placing ads on those search keywords and tracking the results. Access © 2015 Demand Metric Research Corporation. All Rights Reserved. Plan Using PPC 01 Understand SEO 02 Evaluate Readiness 03 Research Keywords 06 Measure Results 05 Implement Strategy 04 Plan Using PPC Adwords can help you:  Understand which keywords actually work  Test your landing pages with real traffic  Immediately send traffic to your site for testing  Test Titles and Descriptions for maximum Click-Thru (CTR)

34. . STEP 3 – Discover your Competitors Link Strategy Access  Action Item – Use the Moz Open Site Explorer to discover which sites your competitors are linking to, so you can leverage their approach in your SEO strategy © 2015 Demand Metric Research Corporation. All Rights Reserved. Plan Using PPC 01 Understand SEO 02 Evaluate Readiness 03 Research Keywords 06 Measure Results 05 Implement Strategy 04 Plan Using PPC Open Site Explorer can help you:  See who is linking to your site  See who is linking to your competitors site  Find opportunities for linking you would otherwise not know  Understand how your competitor is ranking for keywords

35. . STAGE 05 – IMPLEMENT STRATEGY In this Stage you will be ensuring that your content is fully optimized. You will discover a best practice approach to optimizing your website, blog, mobile and social presences. 1. Optimize your Webpages for SEO 2. Optimize Blog Posts for SEO 3. Optimize Website for Mobile SEO 4. Optimize Mobile Apps for SEO 5. Optimize YouTube Videos for SEO 6. Utilize Content, Social Media and Blogging Implement Strategy © 2015 Demand Metric Research Corporation. All Rights Reserved. 01 Understand SEO 02 Evaluate Readiness 03 Research Keywords 06 Measure Results 05 Implement Strategy 04 Plan Using PPC

36. . STEP 1 – Optimize your Webpages for SEO  Action Item – Use our SEO On-Page Optimization Checklist to get your web pages ready for search engine optimization, and ensure you didn’t miss any critical best practices. Optimizations include:  Titles  Body Copy  Images  Meta Tags © 2015 Demand Metric Research Corporation. All Rights Reserved. Download Implement Strategy 01 Understand SEO 02 Evaluate Readiness 03 Research Keywords 06 Measure Results 05 Implement Strategy 04 Plan Using PPC

37. . STEP 2 – Optimize Blog Posts for SEO © 2015 Demand Metric Research Corporation. All Rights Reserved. Implement Strategy 01 Understand SEO 02 Evaluate Readiness 03 Research Keywords 06 Measure Results 05 Implement Strategy 04 Plan Using PPC  Action Item – Use our SEO Blog Post Optimization Checklist to get your blog post ready for search engine optimization, and ensure you didn’t miss any critical components of your post according to your blog policy. Optimizations include:  Styling & Format  Keyword placement  Call to Action  Use of Visuals Download

38. . STEP 3 – Optimize Website for Mobile SEO  Action Item – Use our SEO Mobile Optimization Checklist to ensure that you are optimizing your web pages based on mobile SEO best practices. Areas of optimization include:  Responsive Vs. Dynamic Mobile Sites  Speed of your site  Short Meta Descriptions and Titles  Disabling Popups © 2015 Demand Metric Research Corporation. All Rights Reserved. Download Implement Strategy 01 Understand SEO 02 Evaluate Readiness 03 Research Keywords 06 Measure Results 05 Implement Strategy 04 Plan Using PPC

39. . STEP 4 – Optimize Mobile Apps for SEO  Action Item – Use our SEO App Store Optimization Checklist to ensure that you are optimizing your app listing based on best practices. A few key success factors include:  First 2 sentences of description  Exciting and compelling icon  Target keyword in title  Screenshots that tell a story © 2015 Demand Metric Research Corporation. All Rights Reserved. Download Implement Strategy 01 Understand SEO 02 Evaluate Readiness 03 Research Keywords 06 Measure Results 05 Implement Strategy 04 Plan Using PPC

40. . STEP 5 – Optimize YouTube Videos for SEO  Action Item – Use our YouTube Posting Checklist to ensure you complete all of the tasks associated with posting your videos on YouTube. A few key success factors include:  Upload Standards  Optimize ‘Unlisted’ Videos  Publish Videos  Engage with commenters © 2015 Demand Metric Research Corporation. All Rights Reserved. Download Implement Strategy 01 Understand SEO 02 Evaluate Readiness 03 Research Keywords 06 Measure Results 05 Implement Strategy 04 Plan Using PPC

41. . STEP 6 – Utilize Content, Social Media and Blogging  Action Item – Leverage the Content Marketing Playbook , Social Media Marketing Playbook and Blogging for Business Playbook to leverage other related and powerful best practices. © 2015 Demand Metric Research Corporation. All Rights Reserved. DownloadDownload Implement Strategy 01 Understand SEO 02 Evaluate Readiness 03 Research Keywords 06 Measure Results 05 Implement Strategy 04 Plan Using PPC

42. . STAGE 06 – MEASURE RESULTS Now that your SEO program has been launched, you need to take a moment to reflect on the program, measure success or the initiative and plan for the natural evolution and maintenance of SEO. In this Stage you will: 1. Set Up Google Analytics 2. Set Up Google Webmaster Tools 3. Leverage a Metrics Dashboard Measure Results © 2015 Demand Metric Research Corporation. All Rights Reserved. 01 Understand SEO 02 Evaluate Readiness 03 Research Keywords 06 Measure Results 05 Implement Strategy 04 Plan Using PPC

43. . STEP 1 – Set Up Google Analytics Access  Action Item – Use Google Analytics to collect key metrics including how long a visitor stays on your landing pages, and what actions they take. © 2015 Demand Metric Research Corporation. All Rights Reserved. Measure Results 01 Understand SEO 02 Evaluate Readiness 03 Research Keywords 06 Measure Results 05 Implement Strategy 04 Plan Using PPC Google Analytics can help you:  See where your traffic is coming from  Understand how long people stay on your website  Discover what pages are the most valuable  Compare different seasonal traffic trends

44. . STEP 2 – Set Up Google Webmaster Tools Access  Action Item – Use Google Webmaster Tools to communicate about your website directly to Google including submitting your sitemap, and understanding how your rankings appear. © 2015 Demand Metric Research Corporation. All Rights Reserved. Measure Results 01 Understand SEO 02 Evaluate Readiness 03 Research Keywords 06 Measure Results 05 Implement Strategy 04 Plan Using PPC Google Webmaster Tools can help you:  Submit your XML Sitemp directly  Find out what pages have errors  Understand where you can further optimize your site  Give context for dynamic URLs

45. . STEP 3 – Leverage a Metrics Dashboard Following are some key metrics you want to analyze:  Traffic Sources  Top Pages & Total Page Views  Unique Visitors  Pages/Visit Download  Action Item – Use our Website Program Metrics Dashboard to collect key metrics and show visually with charts how the SEO program is doing. © 2015 Demand Metric Research Corporation. All Rights Reserved. Measure Results 01 Understand SEO 02 Evaluate Readiness 03 Research Keywords 06 Measure Results 05 Implement Strategy 04 Plan Using PPC

46. .  At the end of any project, it’s always a good idea to review it and identify areas for improvement.  Demand Metric has the tools and expertise to help you build an effective SEO program: » Create or audit your existing SEO Strategy » Assist with using any of the tools referenced in this methodology » Provide hands-on marketing assistance to accelerate achieving your marketing department’s goals. To learn more, simply contact Demand Metric: info@demandmetric.com Conclusion © 2015 Demand Metric Research Corporation. All Rights Reserved.