Communicating the Value of SEO at a C-Suite Level

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It’s your 15 minutes of fame; you’ve got SEO onto the exec-level agenda and you want to make sure what you say has a positive impact on continuing to develop your SEO campaign.

What do you cover? How do you get that buy in? What level do you pitch your ideas at?

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Communicating the Value of SEO at a C-Suite Level

  1. 1. SEO FOR CEOS Doug Platts Snr Director, SEO iCrossing @dougplatts
  2. 2. THE CEO
  3. 3. IMPORTANCE GROWTH IN THE BOARDROOM STRATEGY INVESTMENT
  4. 4. IMPORTANCE
  5. 5. EVERYONE’S DOING IT
  6. 6. Branded vs. Non BrandedOrganic Search VisitsData: Top 20,000 Keywords - Omniture SiteCatalyst, 2011TRAFFIC IMPORTANCE Non Bran UNDERSTAND YOUR ANALYTICS Unavailab BrandedBRAND NON-BRAND
  7. 7. ALIGN TO YOUR BUSINESS GOALS
  8. 8. KPIS: GOOD VS BAD CONVERSIONS PAGE VIEWS REVENUE BOUNCE RATE PROFIT % OF TRAFFIC FROM SEOBRAND AWARENESS VANITY TERMS GENERIC TERMS TIME ON SITE TAIL TERMS PAGERANK/MOZRANKTRAFFIC DRIVING TERMS
  9. 9. GROWTH
  10. 10. DATA YEAR ON YEAROTHER ACTIVITYOTHER CHANNELS COMPETITORS HIGH LEVEL
  11. 11. FORECASTING
  12. 12. THINGS TO CONSIDER ROI CURRENT ENVIRONMENTBUDGET ALLOCATION MARKETING ACTIVITY OPPORTUNITY ACTUAL DATA‘EDUCATED’ GUESS REFORECAST MANY VARIABLES STANDARD DEVIATION BOUNDS
  13. 13. STRATEGY
  14. 14. HIGH-LEVEL SUCCESS FUNDAMENTALSBARRIERS SUCCINCT
  15. 15. EVOLVING STRATEGY
  16. 16. INVESTMENT
  17. 17. MANAGING EXPECTATIONS BRAND AWARENESS BRAND MANAGEMENT SMALLER BUDGETS LARGER BUDGETS BIGGER EXPECTATIONS MULTIPLE PROJECTS MORE AGILE LONG SIGNOFF LESS RESOURCE MORE RESOURCESOLE MARKETING CHANNEL SOLE MARKETING CHANNELHIGH RELIANCE ON RETURN MARKETSHARE NEW TO SEO HIGHER LEVEL OF KNOWLEDGE FOCUSSED CAMPAIGN BROAD CAMPAIGN
  18. 18. TIERED GROWTH
  19. 19. TEST AND LEARN
  20. 20. LAST FEW WORDS Doug Platts Snr Director, SEO iCrossing @dougplatts

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