Presentation of Benj Arriola at the Clarity '14 Conference in Austin Texas, Sept. 25, 2014 on how to make enterprise SEO clients take action in implementing SEO strategies & tactics.

1. SEO Clients Take Action
Benj Arriola
VP SEO, Internet Marketing Inc.

2. SEO Conference Speaker
2014 Clarity ‘14, eMarketing
Conference, SEO Summit, TRSA
Sales & Marketing Summit
2013 SMX, PubCon, IMC, IRCE,
EmMeCon, Emory University,
eMarketing Conference
2012 IABC, OMS, MORCon
2011 SEMCon, MORCon, Bataan
Bootcamp
2010 PubCon, San Diego eCommerce
Summit, SEMCon
2009 SMX, SEMCon
2007 SEMCon
Multiple SEO Contest Winner
2009 SEO Contest by
NetBuilders.org - 4th
2008 Promote Your Business SEO
Contest by Branders.com - 2nd
2008 SEOContest2008 by UK
Webmaster World - 2nd
2007 SEO World Championship
by Get Updated - 1st Place
2006 Vogermilten SEO Contest - 1st
Place
Benj Arriola
VP SEO
Internet Marketing Inc.
benj@internetmarketinginc.com
@benjarriola

3. So What? I’m Paying You Anyway

4. Freelance SEO, SEO Boutique & the Digital Agency
Freelance SEO Small SEO Business Large Digital Agency
Same Onpage SEO, Same Offpage SEO
 Smaller Client Larger Client 
Specialized Comprehensive Integrated
 Less Pages, Less Keywords More Pages, More Keywords 
 Less Stakeholders More Stakeholders 
 Simple Technology Complicated Technology 
 More Action Less Action 
No Action = No Results, No Results = No Renewal

5. SEO Implementation Triple As
Action Acceptance Assurance

6. SEO Center of Excellence
Education &
awareness program
bringing all
stakeholders to a
common level of
SEO understanding.
This avoid delays
and push backs
caused by multiple
layers of approval or
a lack of knowledge.

7. SEO Center of Excellence - 4Ts Hierarchy of Needs
Teamwork
Talent
Training
Tools

8. Teamwork
Talent
Training
Tools
SEO Center of Excellence - 4Ts Hierarchy of Needs
Teamwork
Talent
Training
Tools
Teamwork
Talent
Training
Tools
Marketing
Knowledge
Content
Writing
Knowledge
Technical
Knowledge
Great
SEO
Copywriters,
Social Media
Managers,
PR Staff
Web Designers, Web
Developers, Network
Administrators
Executives, CEO,
CMO, CFO
Different stakeholders look at KPIs differently. Use right tools to present these properly
Marketing
Department

9. Marketing
Knowledge
Content
Writing
Knowledge
Technical
Knowledge
Great
SEO
Copywriters,
Social Media
Managers,
PR Staff
Web Designers, Web
Developers, Network
Administrators
Executives, CEO,
CMO, CFO
Different stakeholders look at KPIs differently. Use right tools to present these properly
Marketing
Department
SEO Center of Excellence - 4Ts Hierarchy of Needs
Teamwork
Talent
Training
Tools
Teamwork
Talent
Training
Tools
SEO
On-Page
Server
Settings
& Code
Web Designers,
Web Developers,
Network
Administrators
Content Writers
Off-Page Links
Buzz Makers,
Viral Marketers,
Content
Promotion
Content
Marketing
SEO Diagnostics
Content Marketing
Foundational
Continuous
Different stakeholders get the same general training, but different specialized training

10. SEO
On-Page
Server
Settings
& Code
Web Designers,
Web Developers,
Network
Administrators
Content Writers
Off-Page Links
Buzz Makers,
Viral Marketers,
Content
Promotion
Content
Marketing
SEO Diagnostics
Content Marketing
Foundational
Continuous
Different stakeholders get the same general training, but different specialized training
SEO Center of Excellence - 4Ts Hierarchy of Needs
Teamwork
Talent
Training
Tools
Teamwork
Talent
Training
Tools
Strategy – Alignment of strengths with
0pportunities
Leverage team member’s strengths with
the appropriate SEO task.
Know who else is needed on the team.
Guide for hiring
Define roles and responsibilities
on who does what when there
are actionable SEO
recommendations
Leverage the right talents for the right SEO task

11. Strategy – Alignment of strengths with
0pportunities
Leverage team member’s strengths with
the appropriate SEO task.
Know who else is needed on the team.
Guide for hiring
Define roles and responsibilities
on who does what when there
are actionable SEO
recommendations
Leverage the right talents for the right SEO task
SEO Center of Excellence - 4Ts Hierarchy of Needs
Teamwork
Talent
Training
Tools
Teamwork
Talent
Training
Tools
Synergistically working together
Common understanding
More approvals & less push back
Streamlines the process
Action leads to results.
Results gives more renewals.

12. Summary
No Action = No Results, No Results = No Renewal
Action Acceptance Assurance
Teamwork
Talent
Training
Tools

13. Thanks! Questions?
Benj Arriola
VP SEO, Internet Marketing Inc. http://bit.ly/clarity14