SEO in the Boardroom - Leveraging Relevant Metrics : SES San Francisco 2013
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Transcript of 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!
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