SEJ Summit 2015: Linking Your Enterprise SEO Strategy to Business G...

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Sebastian Wenzel, Webanalyticsbook
Free 30-Day Trial
Instant data. Tweak
strategies. Benchmark
competitors.

• 12 years enterprise-level, agency experience
• National speaker on SEO & social
• CareerBuilder is the largest career we...

TRUE STORY:
#SEJSummit
#Searchmetrics
@alli12

Me Talking To My CEO (then)
Time to First
Byte…
Duplicate
Title Tags…
Malformed
Canonicals…
#SEJSummit
#Searchmetrics
@all...

This is (kind of) what he looked like:
#SEJSummit
#Searchmetrics
@alli12

And this is how I felt…
#SEJSummit
#Searchmetrics
@alli12

What I Should Have Done
(and eventually did)…
What Do You Consider
The Company’s Key
Metrics?
What Are Our
Company’s
Busin...

And Then Done This
(which, of course, I did)…
I should be tracking
these particular
metrics to measure
my success
Accordin...

Me Talking to My CEO (now)
Drove conversions
by XX%
Increased Your
Favorite Metrics
by XX%
Reduced company
pain point by X...

And Now This is (kind of) What He Looks Like:
#SEJSummit
#Searchmetrics
@alli12

And This is How I Feel …
#SEJSummit
#Searchmetrics
@alli12

HERE ARE THE THINGS I WISH
SOMEONE HAD TOLD ME WHEN I
WAS YOUNGER
(and thinner…)
#SEJSummit
#Searchmetrics
@alli12

Your CEO Doesn’t
Care
It Don’t Count
If You Don’t Count it
Don’t Be an SEO
3TAKEAWAYS
#SEJSummit
#Searchmetrics
@alli12

ACTUALLY THEY CARE DEEPLY
About you,
about the company,
about world peace…
#SEJSummit
#Searchmetrics
@alli12

BUT THEY DON’T CARE…
About your text to code ratio,
your domain authority,
your self referencing canonicals,
or your jacke...

THAT’S WHAT THEY HIRED YOU FOR:
To Handle the Geeky SEO Stuff and
Drive Value to the Company’s Goals
#SEJSummit
#Searchmet...

WHEN SPEAKING WITH YOUR CEO
• Ask questions about business goals
• Offer them solutions – not problems
• Speak C-Suite lin...

YOU GOTTA PLAN …
To ask the tough questions
#SEJSummit
#Searchmetrics
@alli12

DOES THIS SEO STRATEGY
LINK TO THE COMPANY’S GOALS?
If not. Is it really a
priority at this time?
#SEJSummit
#Searchmetric...

WHICH REPORTING TOOL(S)
WILL YOU USE?
(HINT: NOT THIS ONE!)
#SEJSummit
#Searchmetrics
@alli12

CAN YOU QUANTIFY IT IN DOLLARS?
$
#SEJSummit
#Searchmetrics
@alli12

HOW WILL PROGRESS BE MEASURED
INTERNALLY?
• Which
metrics?
• When?
• How often?
#SEJSummit
#Searchmetrics
@alli12

HOW WILL YOU REPORT TO THE C-SUITE?
#SEJSummit
#Searchmetrics
@alli12
• Which
metrics?
• When?
• How often?

PLANNING FOR SUCCESS
#SEJSummit
#Searchmetrics
@alli12

BUILD METRICS INTO THE PLAN

BE SPECIFIC ABOUT YOUR TRACKING

SO…WHEN CRAFTING YOUR
SEO STRATEGIES
• Plan your KPI’s in advance
• Know what you are tracking and why
• Know who will rec...

DON’T BE THIS GUY!
HE SOLVES SEO PROBLEMS
#SEJSummit
#Searchmetrics
@alli12

BE THIS GUY!
HE SOLVES CEOS’ PROBLEMS
#SEJSummit
#Searchmetrics
@alli12

SEO DATA
#SEJSummit
#Searchmetrics
@alli12

CEO DATA*
*Actual data sent to C-suite (excluding redactions)
#SEJSummit
#Searchmetrics
@alli12

…AND ROCK STAR DATA
THAT’S REAL VALUE!
#SEJSummit
#Searchmetrics
@alli12

SO…
THIS GUY THIS GUY
#SEJSummit
#Searchmetrics
@alli12

A ROCK STAR
#SEJSummit
#Searchmetrics
@alli12

3TAKEAWAYS
Your CEO Cares
About SEO Driving
Business Value
Make a Plan to
Make it Count
Don’t Be an SEO.
Be a Rock Star
#S...

Twitter @all12
Linkedin /allisonfabella
Thank you!
#SEJSummit
#Searchmetrics
@alli12

Share Slideshare

LinkedIn
Facebook
Twitter

Embed

Size (px)

Show related Slideshows at end

WordPress Shortcode

Link

Share
Email

SEJ Summit 2015: The Pareto Princip... by Search Engine Jou... 2746 views
SEJ Summit 2015: From Associates to... by Search Engine Jou... 2383 views
SEJ Summit 2015: The Future Is Toda... by Search Engine Jou... 2779 views
SEJ Summit 2015: Think Outside The ... by Search Engine Jou... 2463 views
SEJ Summit 2015: 3 Red Hot Social M... by Search Engine Jou... 2079 views
SEJ Summit 2015: Omni-Channel "Anyw... by Search Engine Jou... 2791 views

View on Slideshare

1 of 40 Ad

View on Slideshare

1 of 40 Ad