how to get your executive excited about seo - a feel good story by cory haldeman
DESCRIPTION
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.comTRANSCRIPT
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
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 & 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
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
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 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
10
Presenter Cory M Haldeman – VZW SEO Manager
Using the
vernacular
Ex
ec
utiv
eS
pe
a
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: Business Partners
Micro KPIs: SEO Manager
Micro KPIs: SEO Analyst
13
Presenter Cory M Haldeman – VZW SEO Manager
$22/Lea
d
15% Conversion
Rate
36% of incremental
customers
84% Reduction in call volume
14
Presenter Cory M Haldeman – VZW SEO Manager
15
Presenter Cory M Haldeman – VZW SEO Manager
linkedin.com/chaldeman
@coryhaldeman
Thank you