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
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6. 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. 7
Presenter Cory M Haldeman – VZW SEO Manager
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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
12. 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. 13
Presenter Cory M Haldeman – VZW SEO Manager
$22/Lea
d
15%
Conversion
Rate
36%
of incremental
customers
84%Reduction in call volume