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Making In-house SEO Run Like a Well-oiled Machine Presented by: Jessica Bowman In-house SEO Advocate & Strategist Founder,...
About SEOinhouse.com <ul><li>Advice for pulling off SEO </li></ul><ul><li>Deep-dives on specific issues </li></ul><ul><li>...
How do I sell to the C-Suite? By keeping SEO top of mind for  everyone  in the company
Getting C-Suite’s Buy-in is Easy <ul><li>Numbers </li></ul><ul><ul><li>Opportunity Gap, Competitor Data, etc. </li></ul></...
The problem is: Everyone  Under  the C-Suite
How it works Search Marketing This is a no brainer. Let’s do SEO! Work with Bob
How it works Search Marketing We’re doing SEO – YAY! SUCCESS! (
Concerns are Escalated Search Marketing ( SUCCESS! We’re doing SEO – YAY!
People Get Agitated We’re doing SEO – YAY! Search Marketing We  can’t  do that. SUCCESS! ( !@@#$#@! What just happened?!
What happened? <ul><li>Your Search Requests… </li></ul><ul><ul><li>Added to project man hours </li></ul></ul><ul><ul><li>A...
Don’t assume: Once you get executive buy-in,  your battle is done You’ve only just begun Most opposition stems from:   Low...
Your plan of Action: Constantly and consistently  reiterate the search marketing message to  all  employees You need to ke...
Develop a 24-month PR Campaign <ul><li>Create an SEO Dog-and-Pony show </li></ul><ul><ul><li>Why SEO Makes Sense and gets ...
Always Remember: PR Never Ends
In-house SEO Set-up Workshop In-house SEO Roadmap SM Training & Workshop http://www.SEOinhouse.com/seo-training <ul><li>Ho...
THANK YOU. <ul><li>Jessica Bowman </li></ul><ul><li>In-house SEO Advocate & Strategist </li></ul><ul><li>Founder, SEOinhou...
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Being an effective_seo_within_yo-jessica_bowman

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Transcript of "Being an effective_seo_within_yo-jessica_bowman"

  1. 1. Making In-house SEO Run Like a Well-oiled Machine Presented by: Jessica Bowman In-house SEO Advocate & Strategist Founder, SEOinhouse.com http://www.jessicabowmanSEO.com Selling to the C-Suite: They aren’t the challenge
  2. 2. About SEOinhouse.com <ul><li>Advice for pulling off SEO </li></ul><ul><li>Deep-dives on specific issues </li></ul><ul><li>Templates & Toolkits </li></ul><ul><li>SEO Training & Webinars </li></ul>The resource I needed when working in-house at:
  3. 3. How do I sell to the C-Suite? By keeping SEO top of mind for everyone in the company
  4. 4. Getting C-Suite’s Buy-in is Easy <ul><li>Numbers </li></ul><ul><ul><li>Opportunity Gap, Competitor Data, etc. </li></ul></ul><ul><li>Demeanor </li></ul><ul><li>Yadda, yadda </li></ul><ul><li>The numbers speak for themselves </li></ul><ul><li>C-Suite will love the ROI potential and buy-in </li></ul>The C-Suite is rarely the problem.
  5. 5. The problem is: Everyone Under the C-Suite
  6. 6. How it works Search Marketing This is a no brainer. Let’s do SEO! Work with Bob
  7. 7. How it works Search Marketing We’re doing SEO – YAY! SUCCESS! (
  8. 8. Concerns are Escalated Search Marketing ( SUCCESS! We’re doing SEO – YAY!
  9. 9. People Get Agitated We’re doing SEO – YAY! Search Marketing We can’t do that. SUCCESS! ( !@@#$#@! What just happened?!
  10. 10. What happened? <ul><li>Your Search Requests… </li></ul><ul><ul><li>Added to project man hours </li></ul></ul><ul><ul><li>Are inconsistent with other goals </li></ul></ul><ul><ul><li>Go against existing programming standards </li></ul></ul><ul><ul><li>Weren’t technically feasible </li></ul></ul><ul><ul><li>Added to the project timeline and cost </li></ul></ul>
  11. 11. Don’t assume: Once you get executive buy-in, your battle is done You’ve only just begun Most opposition stems from: Lower and middle management
  12. 12. Your plan of Action: Constantly and consistently reiterate the search marketing message to all employees You need to keep SEO top of mind.
  13. 13. Develop a 24-month PR Campaign <ul><li>Create an SEO Dog-and-Pony show </li></ul><ul><ul><li>Why SEO Makes Sense and gets High Priority </li></ul></ul><ul><ul><li>Give it to anyone and everyone </li></ul></ul><ul><li>Get details of your plan into the company magazine </li></ul><ul><li>Offer SEO brown-bags </li></ul><ul><li>Train everyone on SEO </li></ul><ul><li>Have regular search marketing update meetings for all levels </li></ul><ul><ul><li>Use the same slides you did to get their buy-in </li></ul></ul><ul><ul><li>Remind them it doesn’t happen overnight </li></ul></ul><ul><ul><li>Reiterate what you need from them (and they agreed to provide) </li></ul></ul><ul><ul><li>Show where you were, and how far you’ve come </li></ul></ul>
  14. 14. Always Remember: PR Never Ends
  15. 15. In-house SEO Set-up Workshop In-house SEO Roadmap SM Training & Workshop http://www.SEOinhouse.com/seo-training <ul><li>How to sell to the Execs </li></ul><ul><li>Develop your PR Campaign </li></ul><ul><li>Establish the training plan </li></ul><ul><li>How to secure buy-in </li></ul><ul><li>SEO Reports: Weekly, Monthly, Quarterly </li></ul><ul><li>More… </li></ul>
  16. 16. THANK YOU. <ul><li>Jessica Bowman </li></ul><ul><li>In-house SEO Advocate & Strategist </li></ul><ul><li>Founder, SEOinhouse.com </li></ul><ul><li>[email_address] </li></ul>
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