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

San Francisco • September 10–13, 2013 • #SESSF @SESConf

SEO in the BoardroomLeveraging Relevant Metrics – A Micro View

Alok JainSEO Business OwnerWalmart

San Francisco| September 10–13, 2013 | #SESSF | @SESConf

@alokkjainDisclaimer: Any data on this slide is sample only and do not represent Walmart.

The Stereotypical SEO

200 more backlinks420 pages with canonical

650 terms ranking #1More Google Love – Priceless!

Candlelight dinner - $180Violins - $70

Champagne - $100Waterfront view – Priceless!



What we see What they see

SEO Traffic



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?



SEO is now Marketing and your CMO(CEO) is watching!

• Engineering• Google algo update• Duplicate content• Ranks improving• Java script/facets• SERP CTR• Schema.org• That guy burn all marketing $s

• Cross functional• Risk Analysis• Content strategy• Traffic/revenue/ROI• Gap analysis• SOV (share of voice)• Merchandising• Cross channel (SEO/SEM)

synergy

Boardroom SEO



SEO : Simplify to your board

SEM

SEO

PLA

SEM

SEO CTR (by Chikita)1. 34.35%2. 16.96%3. 11.42%4. 7.73%5. 6.19%

300MM FY13

$750MM FY13



• 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!

Hit your CMO’s hot buttons!



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**

*Google internal data **Google BabyCenter OTX Moms Survey, November 2009



SEO

Desktop 75%

Mobile 25%

Non-Branded 40%

1. New pages 2. Product enhancements3. Content optimizations4. External link acquisition

Branded 60%

Branded Local, Social & Mobile

Simplify the SEO Landscape for your CMO

Social & Local



• New Merchandising• Store assistance: “How

to buy a grill”

• Placement of merchandising

• Creating store catalog

• Keeping groceries fresh• Facelift for key events

• New product pages• New facet/gap pages• Buying guides

• Taxonomy• XML/HTML sitemaps• Schema

• Optimize item page• Optimize

category/shelf pages

1. New Pages

2. Product Enhancements

3. Content Optimizations

SEO Initiatives : Create an analogy for the CMO



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



Not ideal. These keywords are head/torso queries and the traffic should be landing on top funnel pages

328 total keywords tracked -> 1.3 million searches per month219 terms rank on Google page 1 (59%)41 terms on page 2 (22%)68 terms on 3+ on Google (19%)

Dining Room Furniture 60,500 26 highDinning Tables 246,000 6 lowDining Chairs 246,000 7 lowBar Stools 823,000 6 lowDry Bars 60,500 Not Ranked highWine Racks 165,000 2 lowChina Cabinets 40,500 9 lowBuffets 1,500,000 Not Ranked high

Kitchen Furniture 27,100 3 lowKitchen Tables 135,000 1 lowKitchen Chairs 49,500 1 lowKitchen Carts 40,500 5 lowKitchen Islands 165,000 12 highButcher Blocks 60,500 Not Ranked high

Pantries 165,000 1 low

Gap & Opportunity Analysis: Keyword Ranking in Google

Term Search Vol. Google Rank Opportunity



SEO Forecasting, Investment/Resources & ROI



SEO – Initiatives & Dependencies



Category Mobile Gap Pages

1. Over 10% traffic is via Category pages

2. Optimize content across categories/shelves

3. Build cross links

1. Over 25% queries via mobile

2. Make item content crawlable by SEs

3. Make category pages mobile compatible

1. ~50K new opportunity (gap) pages

2. Manually curated quality pages based on demand signal

Local

1. Over 40% of queries are now local

2. Launch store-specific local pages

3. Optimize for local queries

Re-cap with your big bets



Keep evangelizing SEO!

SEO is a marathon and not a sprint!



Alok Jain: SEO Business OwnerWalmart @alokkjain

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

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