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1. What Every CMO Should Know
About SEO

2. Search engine optimization (SEO) is no longer a secret
weapon of cutting-edge, web savvy marketers. Even
traditional companies have to make sure search engines
like Google and Yahoo find them consistently-- because
search engines are the primary way prospects and
influencers learn about products and services.

5. Here are a few questions every CMO should ask (and be
able to answer):

6. What do we want our web visitors to do?

8. How many search visitors per month actually do what we
want them to do?

10. What percentage of search visitors leave our website
within 10 seconds?

12. Which search phrases are we focusing on?

14. How often are we appearing for our target phrases?

16. How often are we appearing compared to the
competition?

18. Tying It All Together With The Big Picture

19. Obviously, there are other and even more important
things that a CMO would want to know about an SEO
effort-- number of opportunities generated, cost per
opportunity, revenue produced, etc. Many executives
assume that someone is tracking this information and
reporting on it. But more than likely, no one is. Beginning
to capture and act upon some of the basic points in this
article could be the catalyst to help measure the true
effectiveness and production of your internet efforts.

20. All of this data should be readily available to you if your
company has developed a prudent search optimization
strategy and implemented some basic and widely
available tools. If you are not getting this information, you
are missing an increasingly important business
development medium. Compared to the amount of
energy and resources you are currently spending to
generate new business, SEO may be the most effective and
cost-effective way to fill your pipeline.

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