SEO
SEO:AFeel Good Story
How to Get Your Executive Excited About SEO
Presented by Cory M Haldeman
SEO Manager, www.verizon...
2
Presenter Cory M Haldeman – VZW SEO Manager
Sell me
this pen!
3
Presenter Cory M Haldeman – VZW SEO Manager
SEO isn’t a
hard sell, it’s
a good story
4
Presenter Cory M Haldeman – VZW SEO Manager
Does SEO
really matter?
5
Presenter Cory M Haldeman – VZW SEO Manager
The
Customer
6
Presenter Cory M Haldeman – VZW SEO Manager
• 257M searches every hour*
• 80% use search before buying**
products & serv...
7
Presenter Cory M Haldeman – VZW SEO Manager
0
20
40
60
80
100
120
1/6/13 2/6/13 3/6/13 4/6/13 5/6/13 6/6/13 7/6/13 8/6/1...
8
Presenter Cory M Haldeman – VZW SEO Manager
The
Competition
9
Presenter Cory M Haldeman – VZW SEO Manager
-
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
9/20/12 10/20/12...
10
Presenter Cory M Haldeman – VZW SEO Manager
Using the
vernacular
ExecutiveSpea
k
ExecutiveSpeak
11
Presenter Cory M Haldeman – VZW SEO Manager
DOLLA DOLLA BILLS YA’LL
12
Presenter Cory M Haldeman – VZW SEO Manager
Sale
Conversion Rate
Traffic
Rank
Macro KPIs: Executives
Micro KPIs: Busine...
13
Presenter Cory M Haldeman – VZW SEO Manager
$22/Lea
d
15%
Conversion
Rate
36%
of incremental
customers
84%Reduction in ...
14
Presenter Cory M Haldeman – VZW SEO Manager
15
Presenter Cory M Haldeman – VZW SEO Manager
linkedin.com/chaldeman
@coryhaldeman
cory@coryhaldeman.com
Thankyou
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How to Get Your Executive Excited About SEO - A Feel Good Story by Cory Haldeman

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SMX Advanced 2014 Session #SMX #22A - Innovative Success Metrics For SEO How To Get Your Executive Excited About SEO - A Feel Good Story By Cory Haldeman By Cory Haldeman @Coryhaldeman Of Verizonwireless.Com

Read more on SEO at http://searchengineland.com

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How to Get Your Executive Excited About SEO - A Feel Good Story by Cory Haldeman

  1. 1. SEO SEO:AFeel Good Story How to Get Your Executive Excited About SEO Presented by Cory M Haldeman SEO Manager, www.verizonwireless.comJune 12, 2014
  2. 2. 2 Presenter Cory M Haldeman – VZW SEO Manager Sell me this pen!
  3. 3. 3 Presenter Cory M Haldeman – VZW SEO Manager SEO isn’t a hard sell, it’s a good story
  4. 4. 4 Presenter Cory M Haldeman – VZW SEO Manager Does SEO really matter?
  5. 5. 5 Presenter Cory M Haldeman – VZW SEO Manager The Customer
  6. 6. 6 Presenter Cory M Haldeman – VZW SEO Manager • 257M searches every hour* • 80% use search before buying** products & services • Search click disbursement – 70% organic search – 30% paid search 49K 49K 28K 9K Accessories Brand Product Category*Google Data October 2013 ** Google: How do people shop for mobile phones? There are 135K queries/hour* relevant to wireless carriers
  7. 7. 7 Presenter Cory M Haldeman – VZW SEO Manager 0 20 40 60 80 100 120 1/6/13 2/6/13 3/6/13 4/6/13 5/6/13 6/6/13 7/6/13 8/6/13 9/6/13 Samsung Galaxy S4 Official Announcement Cell Co achieves page 1 ranking S4 Goes on Sale 33% smartphone shoppers select phone first — then, select a carrier * *2013 Google/Millward Brown Jan Feb Mar April May Jun Jul Aug Sep
  8. 8. 8 Presenter Cory M Haldeman – VZW SEO Manager The Competition
  9. 9. 9 Presenter Cory M Haldeman – VZW SEO Manager - 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000 9/20/12 10/20/12 11/20/12 12/20/12 1/20/13 2/20/13 3/20/13 4/20/13 5/20/13 6/20/13 7/20/13 8/20/13 9/20/ verizon attwireless sprint tmobile Jan Feb Mar April May Jun Competitive Overview
  10. 10. 10 Presenter Cory M Haldeman – VZW SEO Manager Using the vernacular ExecutiveSpea k ExecutiveSpeak
  11. 11. 11 Presenter Cory M Haldeman – VZW SEO Manager DOLLA DOLLA BILLS YA’LL
  12. 12. 12 Presenter Cory M Haldeman – VZW SEO Manager Sale Conversion Rate Traffic Rank Macro KPIs: Executives Micro KPIs: Business Partners Micro KPIs: SEO Manager Micro KPIs: SEO Analyst
  13. 13. 13 Presenter Cory M Haldeman – VZW SEO Manager $22/Lea d 15% Conversion Rate 36% of incremental customers 84%Reduction in call volume
  14. 14. 14 Presenter Cory M Haldeman – VZW SEO Manager
  15. 15. 15 Presenter Cory M Haldeman – VZW SEO Manager linkedin.com/chaldeman @coryhaldeman cory@coryhaldeman.com Thankyou

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