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About Our Guest

For the last four years, A. Chris Turner has guided our clients and our agency to organic and paid victories online as our Senior Director, Digital Strategy & Performance Analytics. He is a true SEO helping make websites work for companies for the last 15 years. Chris is a veteran of the United States Air Force and a lifelong entrepreneur who knows the value of a dollar and how to stretch it.

Show Notes

Do you need an objective set of eyes on your SEO work? Do you have questions or concerns you’d like to bounce off someone? Click here to schedule your no-obligation meeting with John Farkas and Chris Turner.

Mentioned on This Episode:

McKinsey’s B2B Marketing Report

Three Key Elements to Set Reasonable Expectations for SEO

SEO is Organic People interact with this information in their own ways. If people don't do searches, there is no SEO. SEO is based on people, human interaction, and human need. SEO is Not Magic; It is a Scientific Activity It may be mysterious, but you can instigate certain activities to change your results. SEO is Common Sensical On a basic level, if it doesn’t make sense, don’t do it.

Questions to Ask About Your SEO Efforts

• What is the context of your SEO efforts? What company needs are you trying to meet and how well are you meeting them?
• Is your SEO aligned with your company goals?
• How do you operate from a digital marketing perspective? How do you use content?
• How old is your keyword audit? Do you have a contextual understanding of your keywords? What suggestions for future content does your audit make?
• Does everyone involved in marketing and sales have a clear and harmonious understanding of who your customer is?

Is your SEO relevant, timely, and credible? — A. Chris Turner Three Mistakes Marketing Leaders Make Around SEO

1. Going fast and dirty.
2. Set it and forget it.
3. Not understanding how SEO ROI works.

A Recent Example from Search Engine Journal It is easier for business owners and decision-makers to invest in paid marketing because it offers clear returns on the investment (ROI); for X dollars you received Y visits/calls/forms. Nevertheless, with proper tracking and systems in place, organic optimization can offer clear ROI along with conversion optimization when SEO is done with the intent of matching the right consumers, with the right pages of your website for the right results. For example, a B2B computer repair company in Manhattan has an average sale of $10,000. They close leads at a rate of 30 percent and have a conversation rate of 5 percent. In your ROI model, you project 500 clicks for them a month. To calculate potential revenue, you would multiply 500 (clicks) x 5% (conversion rate) x 30% (close rate) x $10,000 (average sale) = $75,000 per month. To gain a greater understanding of SEO for your company, download A. Chris Turner’s eBook:

Additional Reading about SEO

• Golden Spiral’s Insights into Google Algorithm Changes
• 12 Reasons Why SEO is Important for Businesses
• Google’s Resource for SEO
• Google’s Reference for Hiring an SEO