sej summit 2015: linking your enterprise seo strategy to business goals by allison fabella
TRANSCRIPT
Sebastian Wenzel, Webanalyticsbook
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• 12 years enterprise-level, agency experience
• National speaker on SEO & social
• CareerBuilder is the largest career website in the country
• Operate sites in 23 countries, 60 markets
• My team manages the SEO for US, France, UK, Germany, India, Singapore, Vietnam,
Greece and many others
#SEJSummit
#Searchmetrics
@alli12
Me Talking To My CEO (then)
Time to First Byte…
Duplicate Title Tags…
Malformed Canonicals…
#SEJSummit
#Searchmetrics
@alli12
What I Should Have Done (and eventually did)…
What Do You Consider The Company’s Key
Metrics?
What Are Our Company’s
Business Goals?
What Are Our Biggest Pain
Points?
#SEJSummit
#Searchmetrics
@alli12
And Then Done This(which, of course, I did)…
I should be tracking these particular
metrics to measure my success
According to my research, these SEO
strategies can bring the most business value
Aha! I can prioritize my SEO by based on
company’s goals
#SEJSummit
#Searchmetrics
@alli12
Me Talking to My CEO (now)
Drove conversions by XX%
Increased Your
Favorite Metrics
by XX%
Reduced company pain point by XX
#SEJSummit
#Searchmetrics
@alli12
HERE ARE THE THINGS I WISH
SOMEONE HAD TOLD ME WHEN I
WAS YOUNGER
(and thinner…)
#SEJSummit
#Searchmetrics
@alli12
Your CEO Doesn’t Care
It Don’t CountIf You Don’t Count it
Don’t Be an SEO
3TAKEAWAYS
#SEJSummit
#Searchmetrics
@alli12
ACTUALLY THEY CARE DEEPLY
About you,
about the company,
about world peace…
#SEJSummit
#Searchmetrics
@alli12
BUT THEY DON’T CARE…
About your text to code ratio,
your domain authority,
your self referencing canonicals,
or your jacked-up XML sitemaps …
#SEJSummit
#Searchmetrics
@alli12
THAT’S WHAT THEY HIRED YOU FOR:
To Handle the Geeky SEO Stuff and
Drive Value to the Company’s Goals
#SEJSummit
#Searchmetrics
@alli12
WHEN SPEAKING WITH YOUR CEO
• Ask questions about business goals
• Offer them solutions – not problems
• Speak C-Suite lingo – not SEO geek
#SEJSummit
#Searchmetrics
@alli12
DOES THIS SEO STRATEGY
LINK TO THE COMPANY’S GOALS?
If not. Is it really a priority at this time?
#SEJSummit
#Searchmetrics
@alli12
HOW WILL PROGRESS BE MEASURED
INTERNALLY?
• Which metrics?
• When?
• How often?
#SEJSummit
#Searchmetrics
@alli12
HOW WILL YOU REPORT TO THE C-SUITE?
#SEJSummit
#Searchmetrics
@alli12
• Which metrics?
• When?
• How often?
SO…WHEN CRAFTING YOURSEO STRATEGIES
• Plan your KPI’s in advance
• Know what you are tracking and why
• Know who will receive what reports and
when
#SEJSummit
#Searchmetrics
@alli12
3TAKEAWAYS
Your CEO CaresAbout SEO Driving
Business Value
Make a Plan to Make it Count
Don’t Be an SEO.Be a Rock Star
#SEJSummit
#Searchmetrics
@alli12