SlideShare a Scribd company logo
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
About SEOinhouse.com Advice for pulling off SEO Deep-dives on specific issues Templates & Toolkits  SEO Training & Webinars The resource I needed when working in-house at:
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 Numbers Opportunity Gap, Competitor Data, etc. Demeanor Yadda, yadda The numbers speak for themselves C-Suite will love the ROI potential and buy-in The C-Suite is rarely the problem.
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? Your Search Requests… Added to project man hours Are inconsistent with other goals Go against existing programming standards Weren’t technically feasible Added to the project timeline and cost
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
Your plan of Action: Constantly and consistently  reiterate the search marketing message to  all  employees You need to keep SEO top of mind.
Develop a 24-month PR Campaign Create an SEO Dog-and-Pony show Why SEO Makes Sense and gets High Priority Give it to anyone and everyone Get details of your plan into the company magazine Offer SEO brown-bags Train everyone on SEO Have regular search marketing update meetings for all levels Use the same slides you did to get their buy-in Remind them it doesn’t happen overnight Reiterate what you need from them (and they agreed to provide) Show where you were, and how far you’ve come
Always Remember: PR Never Ends
In-house SEO Set-up Workshop In-house SEO Roadmap SM Training & Workshop http://www.SEOinhouse.com/seo-training How to sell to the Execs Develop your PR  Campaign Establish the training plan How to secure buy-in SEO Reports: Weekly, Monthly, Quarterly More…
THANK YOU. Jessica Bowman In-house SEO Advocate & Strategist Founder, SEOinhouse.com [email_address]

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