SEO for CEOs

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This document discusses the importance of search engine optimization (SEO) for CEOs and business leaders. It notes that organic search traffic is increasingly important for driving brand awareness and revenue. The document provides tips for SEO strategy and measurement, including aligning SEO to business goals, understanding analytics, forecasting growth, and managing expectations for SEO programs.

Business Technology

SEO FOR CEOS

Doug Platts
Snr Director, SEO
iCrossing
@dougplatts

IMPORTANCE GROWTH

IN THE BOARDROOM

STRATEGY INVESTMENT

DATA

YEAR ON YEAR
OTHER ACTIVITY
OTHER CHANNELS
COMPETITORS
HIGH LEVEL

THINGS TO CONSIDER

ROI CURRENT ENVIRONMENT

BUDGET ALLOCATION MARKETING ACTIVITY
OPPORTUNITY ACTUAL DATA

‘EDUCATED’ GUESS REFORECAST
MANY VARIABLES STANDARD DEVIATION BOUNDS

HIGH-LEVEL SUCCESS

FUNDAMENTALS

BARRIERS SUCCINCT

LAST FEW WORDS

Doug Platts
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@dougplatts

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