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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 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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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!
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@alokkjainDisclaimer: Any data on this slide is sample only and do not represent Walmart.
What we see What they see
SEO Traffic
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@alokkjainDisclaimer: Any data on this slide is sample only and do not represent Walmart.
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?
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@alokkjainDisclaimer: Any data on this slide is sample only and do not represent Walmart.
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
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@alokkjainDisclaimer: Any data on this slide is sample only and do not represent Walmart.
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
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@alokkjainDisclaimer: Any data on this slide is sample only and do not represent Walmart.
• 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!
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@alokkjainDisclaimer: Any data on this slide is sample only and do not represent Walmart.
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
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@alokkjainDisclaimer: Any data on this slide is sample only and do not represent Walmart.
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
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@alokkjainDisclaimer: Any data on this slide is sample only and do not represent Walmart.
• 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
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@alokkjainDisclaimer: Any data on this slide is sample only and do not represent Walmart.
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
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@alokkjainDisclaimer: Any data on this slide is sample only and do not represent Walmart.
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
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@alokkjainDisclaimer: Any data on this slide is sample only and do not represent Walmart.
SEO Forecasting, Investment/Resources & ROI
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@alokkjainDisclaimer: Any data on this slide is sample only and do not represent Walmart.
SEO – Initiatives & Dependencies
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@alokkjainDisclaimer: Any data on this slide is sample only and do not represent Walmart.
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
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@alokkjainDisclaimer: Any data on this slide is sample only and do not represent Walmart.
Keep evangelizing SEO!
SEO is a marathon and not a sprint!
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@alokkjainDisclaimer: Any data on this slide is sample only and do not represent Walmart.
Alok Jain: SEO Business OwnerWalmart @alokkjain
