Can you believe that its 2015 and you still have to sell your SEO plan to your executive team?
While this may be frustrating, you cant exactly blame the executive team for having some reservations.SEO is a rapidly changing skillsetthat has gone from being focused on a search engine ranking, to focusing on how people engage a brand. And, it doesnt help that Google changes its algorithm 500-600 times per year.
While those of us in the industry are well aware of the benefits of SEO, it still can be a tough sell to executives who arent so sure about those benefits. To help convince them, here are five ways to present your SEO to an executive team.
As Seth Besmertnik, CEO of Conductor, informsSearch Engine Watch, most technical SEO professionals fail to communicate effectively with CEOs. They dive into details about link profiles, canonical URLs, missing alt tags, etc. Instead of using technical terms or SEO jargon, use terms that managers and executive team members are familiar with.
Taking that a step further, you need to also think like an executive. If youve never been in the shoes of a CEO, CFO, CMO, CTO, CIO or any other C-level executive, here are some tips on how to communicate with them from Kevin Casey ofInformationWeek;
You may have learned how to speak the language of an executive, but if you really want to have them perk up in their seats, stroke their egos. As Marshall Simmonds, founder of Define Media Group, shares onMoz, ego is a great way to get attention of an editorial team, because editorial teams are driven by having a lot of exposure, making sure that their articles are prominent, making sure that their name is prominent, making sure that their social profile is prominent.
Simmonds also suggests that you provide examples of failure as well. Failure is a fantastic motivator when it comes to showing that a competitor may be outpacing you in content creation for a topic or for a piece of content that you should maybe have more exposure for than a competitor does.
I touched upon this earlier, but executives are always concerned about the bottom line. How does this affect your SEO presentation? You have to include department and company goals during your presentation. This proves that you are on the same page as the company and that your SEO plan will support those goals.
Chris Marentis, Founder and CEO of Surefire Social, suggests inSearch Engine Landthat you factor in the following, and answer the appropriate questions:
Bandwidth.How much time is a particular activity expected to require? Do existing personnel have the bandwidth to perform the needed work? Will other work priorities need to be adjusted in order to accommodate the recommended steps?
5 Ways to Present Your SEO Plan to Executive Team