© 2008 SEMinhouse.com LLC All Rights Reserved. | 1 Making In-house SEO Run Like a Well-oiled Machine Presented by: Jessica Bowman In-house SEO Advocate & Strategist Founder, SEOinhouse.com http://www.jessicabowmanSEO.com Selling to the C-Suite: They aren’t the challenge
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Aug 31, 2014
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© 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
© 2008 SEMinhouse.com LLC All Rights Reserved. | 2
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:
© 2008 SEMinhouse.com LLC All Rights Reserved. | 3
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…
© 2008 SEMinhouse.com LLC All Rights Reserved. | 16
THANK YOU.Jessica Bowman
In-house SEO Advocate & StrategistFounder, SEOinhouse.com
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