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
![Page 1: How to Get Your Executive Excited About SEO - A Feel Good Story by Cory Haldeman](https://reader033.vdocuments.site/reader033/viewer/2022051613/54c84be64a7959c94e8b4590/html5/thumbnails/1.jpg)
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
![Page 2: How to Get Your Executive Excited About SEO - A Feel Good Story by Cory Haldeman](https://reader033.vdocuments.site/reader033/viewer/2022051613/54c84be64a7959c94e8b4590/html5/thumbnails/2.jpg)
2
Presenter Cory M Haldeman – VZW SEO Manager
Sell me
this pen!
![Page 3: How to Get Your Executive Excited About SEO - A Feel Good Story by Cory Haldeman](https://reader033.vdocuments.site/reader033/viewer/2022051613/54c84be64a7959c94e8b4590/html5/thumbnails/3.jpg)
3
Presenter Cory M Haldeman – VZW SEO Manager
SEO isn’t a
hard sell, it’s
a good story
![Page 4: How to Get Your Executive Excited About SEO - A Feel Good Story by Cory Haldeman](https://reader033.vdocuments.site/reader033/viewer/2022051613/54c84be64a7959c94e8b4590/html5/thumbnails/4.jpg)
4
Presenter Cory M Haldeman – VZW SEO Manager
Does SEO
really matter?
![Page 5: How to Get Your Executive Excited About SEO - A Feel Good Story by Cory Haldeman](https://reader033.vdocuments.site/reader033/viewer/2022051613/54c84be64a7959c94e8b4590/html5/thumbnails/5.jpg)
5
Presenter Cory M Haldeman – VZW SEO Manager
The
Customer
![Page 6: How to Get Your Executive Excited About SEO - A Feel Good Story by Cory Haldeman](https://reader033.vdocuments.site/reader033/viewer/2022051613/54c84be64a7959c94e8b4590/html5/thumbnails/6.jpg)
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
![Page 7: How to Get Your Executive Excited About SEO - A Feel Good Story by Cory Haldeman](https://reader033.vdocuments.site/reader033/viewer/2022051613/54c84be64a7959c94e8b4590/html5/thumbnails/7.jpg)
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
![Page 8: How to Get Your Executive Excited About SEO - A Feel Good Story by Cory Haldeman](https://reader033.vdocuments.site/reader033/viewer/2022051613/54c84be64a7959c94e8b4590/html5/thumbnails/8.jpg)
8
Presenter Cory M Haldeman – VZW SEO Manager
The
Competition
![Page 9: How to Get Your Executive Excited About SEO - A Feel Good Story by Cory Haldeman](https://reader033.vdocuments.site/reader033/viewer/2022051613/54c84be64a7959c94e8b4590/html5/thumbnails/9.jpg)
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
![Page 10: How to Get Your Executive Excited About SEO - A Feel Good Story by Cory Haldeman](https://reader033.vdocuments.site/reader033/viewer/2022051613/54c84be64a7959c94e8b4590/html5/thumbnails/10.jpg)
10
Presenter Cory M Haldeman – VZW SEO Manager
Using the
vernacular
Ex
ec
utiv
eS
pe
a
k
ExecutiveSpeak
![Page 11: How to Get Your Executive Excited About SEO - A Feel Good Story by Cory Haldeman](https://reader033.vdocuments.site/reader033/viewer/2022051613/54c84be64a7959c94e8b4590/html5/thumbnails/11.jpg)
11
Presenter Cory M Haldeman – VZW SEO Manager
DOLLA DOLLA BILLS YA’LL
![Page 12: How to Get Your Executive Excited About SEO - A Feel Good Story by Cory Haldeman](https://reader033.vdocuments.site/reader033/viewer/2022051613/54c84be64a7959c94e8b4590/html5/thumbnails/12.jpg)
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
![Page 13: How to Get Your Executive Excited About SEO - A Feel Good Story by Cory Haldeman](https://reader033.vdocuments.site/reader033/viewer/2022051613/54c84be64a7959c94e8b4590/html5/thumbnails/13.jpg)
13
Presenter Cory M Haldeman – VZW SEO Manager
$22/Lea
d
15% Conversion
Rate
36% of incremental
customers
84% Reduction in call volume
![Page 14: How to Get Your Executive Excited About SEO - A Feel Good Story by Cory Haldeman](https://reader033.vdocuments.site/reader033/viewer/2022051613/54c84be64a7959c94e8b4590/html5/thumbnails/14.jpg)
14
Presenter Cory M Haldeman – VZW SEO Manager
![Page 15: How to Get Your Executive Excited About SEO - A Feel Good Story by Cory Haldeman](https://reader033.vdocuments.site/reader033/viewer/2022051613/54c84be64a7959c94e8b4590/html5/thumbnails/15.jpg)
15
Presenter Cory M Haldeman – VZW SEO Manager
linkedin.com/chaldeman
@coryhaldeman
Thank you