Your SlideShare is downloading. ×
0
How to Pitch SEO to Executives - Winning Credibility & Buy-In
How to Pitch SEO to Executives - Winning Credibility & Buy-In
How to Pitch SEO to Executives - Winning Credibility & Buy-In
How to Pitch SEO to Executives - Winning Credibility & Buy-In
How to Pitch SEO to Executives - Winning Credibility & Buy-In
How to Pitch SEO to Executives - Winning Credibility & Buy-In
How to Pitch SEO to Executives - Winning Credibility & Buy-In
How to Pitch SEO to Executives - Winning Credibility & Buy-In
How to Pitch SEO to Executives - Winning Credibility & Buy-In
How to Pitch SEO to Executives - Winning Credibility & Buy-In
How to Pitch SEO to Executives - Winning Credibility & Buy-In
How to Pitch SEO to Executives - Winning Credibility & Buy-In
How to Pitch SEO to Executives - Winning Credibility & Buy-In
How to Pitch SEO to Executives - Winning Credibility & Buy-In
How to Pitch SEO to Executives - Winning Credibility & Buy-In
How to Pitch SEO to Executives - Winning Credibility & Buy-In
How to Pitch SEO to Executives - Winning Credibility & Buy-In
How to Pitch SEO to Executives - Winning Credibility & Buy-In
How to Pitch SEO to Executives - Winning Credibility & Buy-In
How to Pitch SEO to Executives - Winning Credibility & Buy-In
How to Pitch SEO to Executives - Winning Credibility & Buy-In
How to Pitch SEO to Executives - Winning Credibility & Buy-In
How to Pitch SEO to Executives - Winning Credibility & Buy-In
How to Pitch SEO to Executives - Winning Credibility & Buy-In
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

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

1,732

Published on

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.

Published in: Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,732
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • 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 study
    eMarketer industry surveys on online spending trends
    SEOMoz annual top ranking factors survey
    Chitika 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
  • Transcript

    • 1. How to Pitch SEO to Executives Winning Credibility & Buy-In
    • 2. Four Questions We’ll Answer Today 1. What are the major hurdles to get SEO buy-in? 2. Why do stakeholders continue to rely on mainstream methods of demand generation? 3. How do you explain SEO to a non-techie? 4. How do you show results?
    • 3. Challenges SEOs Face
    • 4. SEO is Associated with Snake Oil Unrealistic promises
    • 5. Over-Hyped Pitches Unsuccessful past experience
    • 6. Misinformation Executives Read These!
    • 7. Executives Dislike Risk • Purchased media is seen as a “sure thing” • Enquiro BuyerSphere research illustrates corporate clients will choose a safer bet
    • 8. Big Brands Believe it’s Easy • Big brand clients believe Google must send them traffic • Traffic should be “free”…free of effort
    • 9. SEO is Not Top of Mind SEO Email Mktg Social Media Twitter Facebook Web Design Groupon Competition Online Ads PPC
    • 10. How to Attain Credibility
    • 11. Establish Credibility Align SEO with credible brands
    • 12. Explain SEO. Quickly. • Explain SEO in 3 Slides or Less • Plain English. No Technical Jargon • Identify where you need their support
    • 13. Educate with Industry Findings Enquiro Search Engine Eye Tracking Study
    • 14. Educate with Tools • Everyday SEO tools have an “Aha!” factor for non-SEOs • Adds credibility through data
    • 15. Highlight the Competition • Show rankings screenshots to highlight deficiencies • Bonus Points – Align with search volume data & SERP click-through data (i.e. Chitika) Them = 34% of Clicks Us = 17% of Clicks
    • 16. How to Attain Buy-In
    • 17. Illustrate the Google-Effect Show how return visitors also use search engines to “navigate” to websites they’ve visited before
    • 18. 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
    • 19. 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
    • 20. Overshadow Risks with Benefits Value of Traffic (USD) Source Google Adwords Monthly $40,500 Annual $486,000 Anticipated Traffic (Position 2-4) 8.5% CTR 350,000 Total Searches in Google for Top 20 Keyword Phrases 4.1 Million Searches If We Purchased This Traffic, This is How Much You’d Pay
    • 21. Overshadow Risks with Benefits Potential Revenue Net Retail Price ($30) Monthly $210,000 Season $1.26 Mill Purchase Intent 2% Conversion Rate* 7,000 Anticipated Traffic (Position 2-4) 8.5% CTR 350,000 When We Monetize This Traffic, This is Our Revenue * Collect through exit surveys or point of sale surveys
    • 22. Final Thoughts
    • 23. Things to Remember 1. Align SEO with Goals & Results - Without them SEO is just traffic 2. Ensure a Web Analytics Foundation - Analytics plays a key role in attaining buy-in and illustrating results 3. Implementation is Another Story – Buy-in is only the first step 4. Educate. Don’t Sell. – Establishes Credibility
    • 24. Thank You Marc Bitanga Manager, Search Marketing & Analytics Electronic Arts Twitter: @marcbitanga

    ×