SEO in the Boardroom - Leveraging Relevant Metrics : SES San Francisco 2013
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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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  • Let’s see what happens in a boardroom date!
  • First lets figure out, what keeps your Multichannel CMO up in the night!
  • So your CMO get it right, put yourself in your CMO’s Shoe! (or jacket)
  • Step 1: Simplify SEO to you board and speak in their language!
  • To further emphasize on importance of SEO, you must know your CMO’s hot button!
  • A few more examples..
  • So now you’ve set the stage.. You’re ready to go one level deeper! Again paint the overall SEO landscape for your board in a simplified way
  • Before you ask for money, show where the money will go.. Continue to keep yourself in CMO’s jacket and put an analogy!
  • Word of caution: When a tough question is asked, keep yourself in CMO’s jacket.. I know it can get uncomfortable at times!Based upon business priorities, you may bring couple of critical Gap vs. Opportunity slides.. For example if kitchen/dining furniture is hot and you’ve a warehouse full of related items:
  • If you see enough interest in the room, you may take another dive (be ready with a handful of example queries, just in case if your CMO want to do a real time search)
  • If you reach to this slide, and everyone is still awake.. you’re ready to show your Magic slide
  • And always make sure to re-cap your “big – bets”, i.e. a handful of projects where you’ll spend more than 80% energy
  • That’s pretty much it. SEO is a marathon and keep evangelizing!

SEO in the Boardroom - Leveraging Relevant Metrics : SES San Francisco 2013 SEO in the Boardroom - Leveraging Relevant Metrics : SES San Francisco 2013 Presentation Transcript

  • SEO in the Boardroom Leveraging Relevant Metrics – A Micro View Alok Jain SEO Business Owner Walmart San Francisco • September 10–13, 2013 • #SESSF @SESConf
  • San Francisco| September 10–13, 2013 | #SESSF | @SESConf The Stereotypical SEO Candlelight dinner - $180 Violins - $70 Champagne - $100 Waterfront view – Priceless! Disclaimer: Any data on this slide is sample only and do not represent Walmart. 200 more backlinks 420 pages with canonical 650 terms ranking #1 More Google Love – Priceless! @alokkjain
  • San Francisco| September 10–13, 2013 | #SESSF | @SESConf What we see What they see SEO Traffic Disclaimer: Any data on this slide is sample only and do not represent Walmart. @alokkjain
  • San Francisco| September 10–13, 2013 | #SESSF | @SESConf Metrics that matter to your CMO! - Traffic/revenue channels - Channel efficiency / ROI - Budgeting & Forecasting - Gaps and opportunities - Share of voice (SOV) - Channel risk analysis - Dependencies Where to place my “finite” investments? Disclaimer: Any data on this slide is sample only and do not represent Walmart. @alokkjain
  • San Francisco| September 10–13, 2013 | #SESSF | @SESConf SEO is now Marketing and your CMO(CEO) is watching! Boardroom SEO • • • • • • • • Engineering Google algo update Duplicate content Ranks improving Java script/facets SERP CTR Schema.org That guy burn all marketing $s Disclaimer: Any data on this slide is sample only and do not represent Walmart. • • • • • • • • Cross functional Risk Analysis Content strategy Traffic/revenue/ROI Gap analysis SOV (share of voice) Merchandising Cross channel (SEO/SEM) synergy @alokkjain
  • San Francisco| September 10–13, 2013 | #SESSF | @SESConf SEO : Simplify to your board SEO CTR (by Chikita) 1. 34.35% 2. 16.96% 3. 11.42% 4. 7.73% 5. 6.19% Disclaimer: Any data on this slide is sample only and do not represent Walmart. 300MM FY13 $750MM FY13 @alokkjain
  • San Francisco| September 10–13, 2013 | #SESSF | @SESConf Hit your CMO’s hot buttons! • SEO has no direct media cost (i.e. extremely high ROI/ROAS) • There’s residual value. Once built, pages hold SEO authority for a long time • SEO is also a best practice : winning SEO = lower bounce, better conversion and greater customer experience across all channels! Disclaimer: Any data on this slide is sample only and do not represent Walmart. @alokkjain
  • San Francisco| September 10–13, 2013 | #SESSF | @SESConf Hit your CMO’s hot buttons! • Search impacts both online & offline sales, where multichannel customers tend to spend more • 57% of shoppers begin their online research with a Search Engine* • Google Search reaches 77% of moms in the US** Disclaimer: Any data on this slide is sample only and do not represent Walmart. *Google internal data **Google BabyCenter OTX Moms Survey, November 2009 @alokkjain
  • San Francisco| September 10–13, 2013 | #SESSF | @SESConf Simplify the SEO Landscape for your CMO SEO Desktop 75% Branded 60% Branded Local, Social & Mobile Mobile 25% Non-Branded 40% 1. New pages 2. Product enhancements 3. Content optimizations 4. External link acquisition Disclaimer: Any data on this slide is sample only and do not represent Walmart. Social & Local @alokkjain
  • San Francisco| September 10–13, 2013 | #SESSF | @SESConf SEO Initiatives : Create an analogy for the CMO • New Merchandising • Store assistance: “How to buy a grill” 1. New Pages • New product pages • New facet/gap pages • Buying guides • Placement of merchandising • Creating store catalog 2. Product Enhancements • Taxonomy • XML/HTML sitemaps • Schema • Keeping groceries fresh • Facelift for key events 3. Content Optimizations • Optimize item page • Optimize category/shelf pages Disclaimer: Any data on this slide is sample only and do not represent Walmart. @alokkjain
  • San Francisco| September 10–13, 2013 | #SESSF | @SESConf Gap & Opportunity Analysis • • • • Sub Category : Kitchen/Dining Furniture Category : Furniture, Department : Home Market share – Strong in kitchen furniture, weak in dining furniture Opportunity - $80,000/month for Dining Furniture Disclaimer: Any data on this slide is sample only and do not represent Walmart. @alokkjain
  • San Francisco| September 10–13, 2013 | #SESSF | @SESConf Gap & Opportunity Analysis: Keyword Ranking in Google 328 total keywords tracked -> 1.3 million searches per month 219 terms rank on Google page 1 (59%) 41 terms on page 2 (22%) 68 terms on 3+ on Google (19%) Term Search Vol. Google Rank Opportunity Dining Room Furniture 60,500 26 Dinning Tables 246,000 6 Dining Chairs 246,000 7 Bar Stools 823,000 6 Dry Bars 60,500 Not Ranked Wine Racks 165,000 2 China Cabinets 40,500 9 Buffets 1,500,000 Not Ranked Kitchen Furniture 27,100 3 Kitchen Tables 135,000 1 Kitchen Chairs 49,500 1 Kitchen Carts 40,500 5 Not ideal. These keywords are head/torso Kitchen Islands 165,000 12 queries and the traffic should be landing Butcher Blocks 60,500 Not Ranked 1 on top Pantriesfunnel pages 165,000 Disclaimer: Any data on this slide is sample only and do not represent Walmart. high low low low high low low high low low low low high high low @alokkjain
  • San Francisco| September 10–13, 2013 | #SESSF | @SESConf SEO Forecasting, Investment/Resources & ROI Disclaimer: Any data on this slide is sample only and do not represent Walmart. @alokkjain
  • San Francisco| September 10–13, 2013 | #SESSF | @SESConf SEO – Initiatives & Dependencies Disclaimer: Any data on this slide is sample only and do not represent Walmart. @alokkjain
  • San Francisco| September 10–13, 2013 | #SESSF | @SESConf Re-cap with your big bets Category 1. Over 10% traffic is via Category pages 2. Optimize content across categories/shelv es 3. Build cross links Mobile Gap Pages 1. Over 25% queries 1. ~50K new via mobile opportunity (gap) 2. Make item pages content crawlable 2. Manually curated by SEs quality pages 3. Make category based on demand pages mobile signal compatible Disclaimer: Any data on this slide is sample only and do not represent Walmart. Local 1. Over 40% of queries are now local 2. Launch storespecific local pages 3. Optimize for local queries @alokkjain
  • San Francisco| September 10–13, 2013 | #SESSF | @SESConf SEO is a marathon and not a sprint! Keep evangelizing SEO! Disclaimer: Any data on this slide is sample only and do not represent Walmart. @alokkjain
  • San Francisco| September 10–13, 2013 | #SESSF | @SESConf Alok Jain: SEO Business Owner Walmart @alokkjain Disclaimer: Any data on this slide is sample only and do not represent Walmart. @alokkjain