Being an effective_seo_within_yo-jessica_bowman

© 2008 SEMinhouse.com LLC All Rights Reserved. | 1Making In-house SEO Run Like a Well-oiled Machine

Presented by:Jessica BowmanIn-house SEO Advocate & StrategistFounder, SEOinhouse.com

http://www.jessicabowmanSEO.com

Selling to the C-Suite:They aren’t the challenge

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About SEOinhouse.com

• Advice for pulling off SEO

• Deep-dives on specific issues

• Templates & Toolkits

• SEO Training & Webinars

The resource I needed

when workingin-house at:

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How do I sell to the C-Suite?

By keeping SEO top of mind for everyone in the company

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Getting C-Suite’s Buy-in is Easy

• Numbers– Opportunity Gap, Competitor Data, etc.

• Demeanor• Yadda, yadda

• The numbers speak for themselves• C-Suite will love the ROI potential and buy-in

The C-Suite is rarely the problem.

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The problem is:Everyone Under the C-Suite

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How it works

SearchMarketing

This is a no brainer.Let’s do SEO!

Work with Bob

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How it works

SearchMarketing

We’re doing SEO – YAY!

SUCCESS!

(

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Concerns are Escalated

SearchMarketing

(

SUCCESS!

We’re doing SEO – YAY!

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We’re doing SEO – YAY!

People Get Agitated

SearchMarketing

We can’t do that.

SUCCESS!

(

!@@#$#@!What just

happened?!

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What happened?

• Your Search Requests…– Added to project man hours– Are inconsistent with other goals– Go against existing programming standards– Weren’t technically feasible– Added to the project timeline and cost

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Don’t assume:Once you get executive buy-in,

your battle is done

You’ve only just begun

Most opposition stems from: Lower and middle management

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Your plan of Action:

Constantly and consistently reiterate the search marketing message to

all employees

You need to keep SEO top of mind.

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Develop a 24-month PR Campaign• Create an SEO Dog-and-Pony show

– Why SEO Makes Sense and gets High Priority– Give it to anyone and everyone

• Get details of your plan into the company magazine

• Offer SEO brown-bags

• Train everyone on SEO

• Have regular search marketing update meetings for all levels– Use the same slides you did to get their buy-in– Remind them it doesn’t happen overnight– Reiterate what you need from them (and they agreed to provide)– Show where you were, and how far you’ve come

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Always Remember:PR Never Ends

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In-house SEO Set-up Workshop

In-house SEO RoadmapSM

Training & Workshop

http://www.SEOinhouse.com/seo-training

How to sell to the Execs Develop your PR Campaign Establish the training plan How to secure buy-in SEO Reports: Weekly, Monthly, Quarterly More…

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THANK YOU.Jessica Bowman

In-house SEO Advocate & StrategistFounder, SEOinhouse.com

jessicabowman@gmail.com