how to get your executive excited about seo - a feel good story by cory haldeman

SEO SEO: A Feel Good Story How to Get Your Executive Excited About SEO

Presented by Cory M Haldeman

SEO Manager, www.verizonwireless.com June 12, 2014

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Presenter Cory M Haldeman – VZW SEO Manager

Sell me

this pen!

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Presenter Cory M Haldeman – VZW SEO Manager

SEO isn’t a

hard sell, it’s

a good story

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Presenter Cory M Haldeman – VZW SEO Manager

Does SEO

really matter?

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Presenter Cory M Haldeman – VZW SEO Manager

The

Customer

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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

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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

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Presenter Cory M Haldeman – VZW SEO Manager

The

Competition

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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 9/20/13

verizon attwireless

sprint tmobile

Jan Feb Mar April May Jun

Competitive Overview

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Presenter Cory M Haldeman – VZW SEO Manager

Using the

vernacular

Ex

ec

utiv

eS

pe

a

k

ExecutiveSpeak

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Presenter Cory M Haldeman – VZW SEO Manager

DOLLA DOLLA BILLS YA’LL

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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

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Presenter Cory M Haldeman – VZW SEO Manager

$22/Lea

d

15% Conversion

Rate

36% of incremental

customers

84% Reduction in call volume

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Presenter Cory M Haldeman – VZW SEO Manager

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Presenter Cory M Haldeman – VZW SEO Manager

linkedin.com/chaldeman

@coryhaldeman

cory@coryhaldeman.com

Thank you