The document provides tips for in-house SEM professionals to get support and resources from their organization. It suggests showing a clear return on investment path, doing thorough competitor analysis, educating others and speaking in business terms that are understood. Additional tips include showing impact, making people feel involved, outlining worst-case and best-case scenarios, getting initiatives added to roadmaps, making influential friends, and sometimes being pushy to advance goals.

1. In-House SEM: How to Get What YOU Want Dan London - ShareFile Director of Online Marketing @DanLondon

2. CEO Why are some results highlighted in yellow?

3. Lead Engineer What exact percentage does that impact Google’s algorithm?

4. Engineer I read on Wikipedia that Google doesn’t even look at the copy on the page to determine keyword relevance.

5. VP of Marketing Why don’t we bid on the term Britany Spears?

6. CFO If we don’t bid on any branded terms, we could save thousands.

7. PR Our PR service automatically search engine optimizes our press releases.

8. Social Media Look at all our Facebook fans.

9. What Can YOU Do?

10. Show a Clear ROI Path

11. Thorough Competitor Analysis

12. Educate

13. Speak Their Language

14. Show Impact

15. Let People Feel Involved

16. Worst Case/Best Case

17. Get on the Roadmap

18. Make Friends

19. Tattle

20. Be Pushy… Sometimes

21. Teach People How To…

22. Make it Easy

23. Do It Yourself

24. Ignore Sales Calls

25. Large Company = Not an Excuse

26. Drawings By Rachel Nabors RachelTheGreat.com

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