Why the C-Suite must understand SEO — Craig Dunham // Deepcrawl

Craig Dunham, CEO of Lumar, talks about technical SEO and how to build a better web experience. CEOs and marketing leaders are constantly looking for ways to lower the cost of acquiring customers. However, digital ads are expensive and provide diminishing returns, while investments in organic growth provide a more sustainable method of acquiring customers in the long run. Today, Craig discusses why the C-Suite must understand SEO.
About the speaker

Craig Dunham

Lumar (FKA: Deepcrawl)

is a little camera shy

Craig is CEO of Lumar

Show Notes

  • 01:58
    Why DeepCrawl rebranded to Lumar
    SEOs focus is shifting from just being about discoverability to also including engagement, performance, and accessibility in order to drive conversions. The company wanted to shift to a name and branding that reflected the shift in SEO.
  • 04:29
    Why it's important for the C
    C-suite executives are interested in finding ways to lower the cost of acquiring customers, as digital ads arent a sustainable solution. However, investing in search optimization is a more sustainable and reliable method of acquiring customers in the long run.
  • 07:25
    When a C
    SEO and organic growth must be prioritized from the beginning. In addition, it is important to make sure the website's technical foundation is strong and any technical SEO issues are resolved.
  • 09:45
    Understanding SEO in the C
    It is important for the CMO to understand the balance between paid and organic efforts. On the other hand, the CEO should understand the customer experience, the budget, and the return on investment for those efforts.
  • 12:52
    Educating CEOs to understand the impact of SEO
    It is important to educate CEOs about the shift towards a hybrid model of paid and organic efforts, and the expected timeline for seeing returns. The organic traffic funnel is a framework that helps CEOs understand the impact of SEO on traffic and conversions.

Quotes

  • "The combination of discoverability and solid engagement from a high-performing site is what will lead to conversion." -Craig Dunham, CEO, Lumar

  • "People search for everything. It is one of the areas in which you can start to quantify some return from optimizing organic." -Craig Dunham, CEO, Lumar

  • "If you are a company that generates a meaningful amount of your revenue from your website, then on day one, you should care about organic growth and SEO." -Craig Dunham, CEO, Lumar

  • "The CEO needs to care a lot about the experience that customers have in finding your brand, landing on your site, engaging with that site, and ultimately checking out or converting." -Craig Dunham, CEO, Lumar

  • "We have started to see an emergence of a Chief Digital Officer role, which has responsibility for a broad set of digital assets at an organization." -Craig Dunham, CEO, Lumar

  • "The CMO surely needs to understand the balance of paid in the short term versus organic in the long term." -Craig Dunham, CEO, Lumar

About the speaker

Craig Dunham

Lumar (FKA: Deepcrawl)

is a little camera shy

Craig is CEO of Lumar

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