selling your seo value proposition to corporate decision makers
TRANSCRIPT
Selling Your SEO Value Proposition
to Corporate Decision Makers
Presented by:
Keith L. GoodeChief SEO Evangelist, seoClarity
Your Presenter
20 years of Online Experience– AMD
– HomeAway.com
– Builders Digital Experience
– SpareFoot.com
Dell (4 years)– SEO Technology Lead, DCS (formerly
eDell)
– Technical SEO Instructor
Currently
– Chief SEO Evangelist, seoClarity
www.linkedin.com/in/keithlgoode
@keithgoode
Keith L. Goode, Chief SEO Evangelist
IN-HOUSE SEO
CHALLENGES
Data Aggregation33%
Reporting22%
Research / Analysis22%
Execution17%
Education6%
Data Aggregation Reporting Research / Analysis Execution Education
How In-House SEO’s Spend Their Time
Data Aggregation1% Reporting
5%
Research / Analysis
10%
Execution70%
Education14%
Data Aggregation Reporting Research / Analysis Execution Education
How In-House SEO’s Should Spend Their Time
Challenges to This GoalData Aggregation: Paralysis of Analysis
Challenges to This GoalThe Shifting Landscape of SEO Priorities
How do your Dev
requests fit in with the
overall corporate
priorities?
Challenges to This GoalGetting Priority from the Budget Committee
Are your requests:
– Growing Revenue?
– Enhancing competitiveness?
– Growing market share?
Challenges to This GoalGetting Priority from the Budget Committee
TECHNOLOGY
AND SEO
Authority
Relevance
Usability
Pyramid of Search Experience
Optimization
Breakout of SEO Elements
1. Architecture Issues
2. Indexing Issues
3. Audience and Market Size evaluation (Keyword portfolio
development)
4. Audience segmentation (Keyword portfolio management)
5. Content Mapping
6. Content Optimization
7. Links (External, Internal & Social)
Usability
Relevance
Authority
Courtesy drewdrewthis.com
Lack of Budget Can Cost You
-
20,000,000
40,000,000
60,000,000
80,000,000
100,000,000
120,000,000
140,000,000
January April July October January April July October
Organic Mobile Traffic
14.1%
11.9%
10.1%
29.4%
31.7%
28.6%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
Travel Ecommerce Fashion
Jan Dec
Mobile % of Total Organic Traffic by
Industry
DELIVERABLE
PRIORITIZATION
SEO Is Not an Off-the-Rack Solution
19.3%
11.4%
7.7%
5.2%4.1%
3.3%2.6% 2.1% 2.0% 2.2%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
1 2 3 4 5 6 7 8 9 10
27.7%
9.2%
3.9% 6.7%4.8%
3.9%3.1%
2.9% 2.3%2.8%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
1 2 3 4 5 6 7 8 9 10
Desktop Mobile
Desktop vs. Mobile CTR
Accurately Assess Impact
If you can convince a Finance person
of your proposed benefit, you can
convince a steering committee
Answer the questions:
– What is my KPI?
– What is the incremental benefit to
the business?
– How long will it take to reap the
benefits?
Get Finance Input and Buy-in
Shake hands
Build alliances
Educate
Find synergies with greenlit projects
What If You Don’t Get Budget?
Thank you!
Conclusion