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How to Pitch SEO to Executives - Winning Credibility & Buy-In

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The presentation outlines ways to win credibility and support for search engine optimization (SEO) initiatives from the executive level.

The presentation outlines ways to win credibility and support for search engine optimization (SEO) initiatives from the executive level.

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  • Marketing executives are sometime unaware of the adoption of SEO by other companies Affiliating yourself with strong brands lends some credibility to your cause
  • - Three Slides: SEO Juice illustration (Champaign glasses), Google Core Ranking Factors & SEO-Browser Screenshot
  • Enquiro eye tracking studyeMarketer industry surveys on online spending trendsSEOMoz annual top ranking factors surveyChitika 2010 click through rate data
  • Show screenshots of keyword research, rank tracking reports, googlebot page views, etc. Google keyword research, Google AdWords, Google Insights, Google Webmaster Tools
  • - Show a mini-audit
  • - Illustrate how Google is now being used as a navigational tool
  • - Illustrate how Google is now being used as a navigational tool
  • - Compare organic search with the traffic channel with the highest spend

How to Pitch SEO to Executives - Winning Credibility & Buy-In How to Pitch SEO to Executives - Winning Credibility & Buy-In Presentation Transcript

  • How to Pitch SEO to Executives
    Winning Credibility & Buy-In
  • Four Questions We’ll Answer Today
    What are the major hurdles to get SEO buy-in?
    Why do stakeholders continue to rely on mainstream methods of demand generation?
    How do you explain SEO to a non-techie?
    How do you show results?
  • Challenges SEOs Face
  • SEO is Associated with Snake Oil
    Unrealistic promises
  • Over-Hyped Pitches
    Unsuccessful past experience
  • Misinformation
    Executives Read These!
  • Executives Dislike Risk
    Purchased media is seen as a “sure thing”
    EnquiroBuyerSphereresearch illustrates corporate clients will choose a safer bet
  • Big Brands Believe it’s Easy
    Big brand clients believe Google must send them traffic
    Traffic should be “free”…free of effort
  • SEO is Not Top of Mind
    Groupon
    Twitter
    Social
    Media
    Email
    Mktg
    Competition
    Facebook
    Online
    Ads
    PPC
    Web Design
    SEO
  • How to Attain Credibility
  • Establish Credibility
    Align SEO with credible brands
  • Explain SEO. Quickly.
    Explain SEO in 3 Slides or Less
    Plain English. No Technical Jargon
    Identify where you need their support
  • Educate with Industry Findings
    Enquiro Search Engine Eye Tracking Study
  • Educate with Tools
    Everyday SEO tools have an “Aha!” factor for non-SEOs
    Adds credibility through data
  • Highlight the Competition
    Them = 34% of Clicks
    Us = 17% of Clicks
    Show rankings screenshots to highlight deficiencies
    Bonus Points – Align with search volume data & SERP click-through data (i.e. Chitika)
  • How to Attain Buy-In
  • Illustrate the Google-Effect
    Show how return visitors also use search engines to “navigate” to websites they’ve visited before
  • Introduce Multiple Attribution & The Long Tail
    “FIFA 10 Xbox 360” Touch point #1
    “FIFA 10 Reviews”
    “FIFA 360 Dribbling” Touch point #2
    “FIFA 10 Walmart”
    Purchase!
    Utilize Google Search Funnel to Prove Your Theories
  • Compare Current Traffic Generation Methods ($)
    Budget
    Visits
    Organic Search
    Social Media
    *Traffic & budget data are for demo purposes and do not reflect the metrics of a particular organization
  • Overshadow Risks with Benefits
    If We Purchased This Traffic, This is How Much You’d Pay
  • Overshadow Risks with Benefits
    When We Monetize This Traffic, This is Our Revenue
    * Collect through exit surveys or point of sale surveys
  • Final Thoughts
  • Things to Remember
    Align SEO with Goals & Results - Without them SEO is just traffic
    Ensure a Web Analytics Foundation - Analytics plays a key role in attaining buy-in and illustrating results
    Implementation is Another Story – Buy-in is only the first step
    Educate. Don’t Sell. – Establishes Credibility
  • Thank You
    Marc Bitanga
    Manager, Search Marketing & Analytics
    Electronic Arts
    Twitter: @marcbitanga