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'

1. SEO in the Boardroom
Leveraging Relevant Metrics – A Micro View
Alok Jain
SEO Business Owner
Walmart
San Francisco • September 10–13, 2013 • #SESSF @SESConf

2. San Francisco| September 10–13, 2013 | #SESSF | @SESConf
The Stereotypical SEO
Candlelight dinner - $180
Violins - $70
Champagne - $100
Waterfront view – Priceless!
Disclaimer: Any data on this slide is sample only and do not represent Walmart.
200 more backlinks
420 pages with canonical
650 terms ranking #1
More Google Love – Priceless!
@alokkjain

3. San Francisco| September 10–13, 2013 | #SESSF | @SESConf
What we see
What they see
SEO Traffic
Disclaimer: Any data on this slide is sample only and do not represent Walmart.
@alokkjain

4. San Francisco| September 10–13, 2013 | #SESSF | @SESConf
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?
Disclaimer: Any data on this slide is sample only and do not represent Walmart.
@alokkjain

5. San Francisco| September 10–13, 2013 | #SESSF | @SESConf
SEO is now Marketing and your CMO(CEO) is watching!
Boardroom SEO
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Engineering
Google algo update
Duplicate content
Ranks improving
Java script/facets
SERP CTR
Schema.org
That guy burn all marketing $s
Disclaimer: Any data on this slide is sample only and do not represent Walmart.
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Cross functional
Risk Analysis
Content strategy
Traffic/revenue/ROI
Gap analysis
SOV (share of voice)
Merchandising
Cross channel (SEO/SEM)
synergy
@alokkjain

6. San Francisco| September 10–13, 2013 | #SESSF | @SESConf
SEO : Simplify to your board
SEO CTR
(by Chikita)
1. 34.35%
2. 16.96%
3. 11.42%
4. 7.73%
5. 6.19%
Disclaimer: Any data on this slide is sample only and do not represent Walmart.
300MM
FY13
$750MM
FY13
@alokkjain

7. San Francisco| September 10–13, 2013 | #SESSF | @SESConf
Hit your CMO’s hot buttons!
• 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!
Disclaimer: Any data on this slide is sample only and do not represent Walmart.
@alokkjain

8. San Francisco| September 10–13, 2013 | #SESSF | @SESConf
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**
Disclaimer: Any data on this slide is sample only and do not represent Walmart.
*Google internal data
**Google BabyCenter OTX Moms Survey, November 2009
@alokkjain

9. San Francisco| September 10–13, 2013 | #SESSF | @SESConf
Simplify the SEO Landscape for your CMO
SEO
Desktop
75%
Branded
60%
Branded Local,
Social & Mobile
Mobile
25%
Non-Branded
40%
1. New pages
2. Product enhancements
3. Content optimizations
4. External link acquisition
Disclaimer: Any data on this slide is sample only and do not represent Walmart.
Social &
Local
@alokkjain

10. San Francisco| September 10–13, 2013 | #SESSF | @SESConf
SEO Initiatives : Create an analogy for the CMO
• New Merchandising
• Store assistance: “How
to buy a grill”
1. New Pages
• New product pages
• New facet/gap pages
• Buying guides
• Placement of
merchandising
• Creating store catalog
2. Product
Enhancements
• Taxonomy
• XML/HTML sitemaps
• Schema
• Keeping groceries fresh
• Facelift for key events
3. Content
Optimizations
• Optimize item page
• Optimize
category/shelf pages
Disclaimer: Any data on this slide is sample only and do not represent Walmart.
@alokkjain

11. San Francisco| September 10–13, 2013 | #SESSF | @SESConf
Gap & Opportunity Analysis
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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
Disclaimer: Any data on this slide is sample only and do not represent Walmart.
@alokkjain

12. San Francisco| September 10–13, 2013 | #SESSF | @SESConf
Gap & Opportunity Analysis: Keyword Ranking in Google
328 total keywords tracked -> 1.3 million searches per month
219 terms rank on Google page 1 (59%)
41 terms on page 2 (22%)
68 terms on 3+ on Google (19%) Term
Search Vol.
Google Rank Opportunity
Dining Room Furniture
60,500
26
Dinning Tables
246,000
6
Dining Chairs
246,000
7
Bar Stools
823,000
6
Dry Bars
60,500 Not Ranked
Wine Racks
165,000
2
China Cabinets
40,500
9
Buffets
1,500,000 Not Ranked
Kitchen Furniture
27,100
3
Kitchen Tables
135,000
1
Kitchen Chairs
49,500
1
Kitchen Carts
40,500
5
Not ideal. These keywords are head/torso
Kitchen Islands
165,000
12
queries and the traffic should be landing
Butcher Blocks
60,500 Not Ranked
1
on top
Pantriesfunnel pages
165,000
Disclaimer: Any data on this slide is sample only and do not represent Walmart.
high
low
low
low
high
low
low
high
low
low
low
low
high
high
low
@alokkjain

13. San Francisco| September 10–13, 2013 | #SESSF | @SESConf
SEO Forecasting, Investment/Resources & ROI
Disclaimer: Any data on this slide is sample only and do not represent Walmart.
@alokkjain

14. San Francisco| September 10–13, 2013 | #SESSF | @SESConf
SEO – Initiatives & Dependencies
Disclaimer: Any data on this slide is sample only and do not represent Walmart.
@alokkjain

15. San Francisco| September 10–13, 2013 | #SESSF | @SESConf
Re-cap with your big bets
Category
1. Over 10% traffic
is via Category
pages
2. Optimize content
across
categories/shelv
es
3. Build cross links
Mobile
Gap Pages
1. Over 25% queries 1. ~50K new
via mobile
opportunity (gap)
2. Make item
pages
content crawlable 2. Manually curated
by SEs
quality pages
3. Make category
based on demand
pages mobile
signal
compatible
Disclaimer: Any data on this slide is sample only and do not represent Walmart.
Local
1. Over 40% of
queries are
now local
2. Launch storespecific local
pages
3. Optimize for
local queries
@alokkjain

16. San Francisco| September 10–13, 2013 | #SESSF | @SESConf
SEO is a marathon and not a sprint!
Keep evangelizing SEO!
Disclaimer: Any data on this slide is sample only and do not represent Walmart.
@alokkjain

17. San Francisco| September 10–13, 2013 | #SESSF | @SESConf
Alok Jain: SEO Business Owner
Walmart @alokkjain
Disclaimer: Any data on this slide is sample only and do not represent Walmart.
@alokkjain