SEO in the Boardroom - Leveraging Relevant Metrics : SES San Francisco 2013
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Boardroom SEO is both art and science! If you're stereotypical SEO, you'll be far down in the details and your executives are going to be confused. As the world of search evolves and the SEO Industry ...
Boardroom SEO is both art and science! If you're stereotypical SEO, you'll be far down in the details and your executives are going to be confused. As the world of search evolves and the SEO Industry matures, marketers face both a ranking challenge and a revenue opportunity. Not only have the search engine algorithms changed but also the consumer, and the digital and marketing mindset. As the SERP results fragment and search, social and content marketing converge, 2013 becomes a critical year for holistic marketing and revenue measurement. Privacy and personalization have also fueled change and, whilst search rankings still matter in relation to driving traffic to your website, it is essential to shift focus from rank to revenue in order to adapt to new CEO / CMO imperatives. Audiences will learn:
* The Boardroom and digital mind-shift - Rank to Revenue
* Share of voice in SEO and Earned Media - Forecasting revenue, convincing on resources/budget and overall ROI
* The Boardroom / Executive Dashboard - reporting metrics that matter at C-level including:
the role of Earned Media and integrated/holistic marketing strategies that are 'search and content centric'
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