One of the biggest challenges for in-house SEO professionals is getting corporate buy-in for technical SEO requests, SEO campaigns, and other programs that can help with the optimization of the search experience. In this presentation, Keith Goode, Chief SEO Evangelist for seoClarity, discusses how to measure and evaluate the specific costs and benefits for your value propositions ... and what to do if you fail to convince your corporate decision-makers. This presentation was given on April 20, 2015 at Pubcon Austin in Austin, Texas at the AT&T Business and Conference Center.

1. Selling Your SEO Value Proposition
to Corporate Decision Makers
Presented by:
Keith L. Goode
Chief SEO Evangelist, seoClarity

2. Your Presenter
20 years of Online Experience
– AMD
– HomeAway.com
– Builders Digital Experience
– SpareFoot.com
Dell (4 years)
– SEO Technology Lead, DCS (formerly
eDell)
– Technical SEO Instructor
Currently
– Chief SEO Evangelist, seoClarity
www.linkedin.com/in/keithlgoode
@keithgoode
Keith L. Goode, Chief SEO Evangelist

3. IN-HOUSE
SEO
CHALLENGES

4. Data Aggregation
33%
Reporting
22%
Research / Analysis
22%
Execution
17%
Education
6%
Data Aggregation Reporting Research / Analysis Execution Education
How In-House SEO’s Spend Their Time

5. Data Aggregation
1% Reporting
5%
Research /
Analysis
10%
Execution
70%
Education
14%
Data Aggregation Reporting Research / Analysis Execution Education
How In-House SEO’s Should Spend Their Time

6. Challenges to This Goal
Data Aggregation: Paralysis of Analysis

7. Challenges to This Goal
The Shifting Landscape of SEO Priorities

8. How do your Dev
requests fit in with the
overall corporate
priorities?
Challenges to This Goal
Getting Priority from the Budget Committee

9. Are your requests:
– Growing Revenue?
– Enhancing competitiveness?
– Growing market share?
Challenges to This Goal
Getting Priority from the Budget Committee

10. TECHNOLOGY
AND SEO

11. Authority
Relevance
Usability
Pyramid of Search Experience
Optimization

12. Breakout of SEO Elements
1. Architecture Issues
2. Indexing Issues
3. Audience and Market Size evaluation (Keyword portfolio
development)
4. Audience segmentation (Keyword portfolio management)
5. Content Mapping
6. Content Optimization
7. Links (External, Internal & Social)
Usability
Relevance
Authority

13. Courtesy drewdrewthis.com
Lack of Budget Can Cost You

14. -
20,000,000
40,000,000
60,000,000
80,000,000
100,000,000
120,000,000
140,000,000
January April July October January April July October
Organic Mobile Traffic

15. 14.1%
11.9%
10.1%
29.4%
31.7%
28.6%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
Travel Ecommerce Fashion
Jan Dec
Mobile % of Total Organic Traffic by
Industry

16. DELIVERABLE
PRIORITIZATION

17. SEO Is Not an Off-the-Rack Solution

18. 19.3%
11.4%
7.7%
5.2%
4.1%
3.3%
2.6% 2.1% 2.0% 2.2%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
1 2 3 4 5 6 7 8 9 10
27.7%
9.2%
3.9% 6.7%
4.8%
3.9%
3.1%
2.9% 2.3%2.8%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
1 2 3 4 5 6 7 8 9 10
Desktop Mobile
Desktop vs. Mobile CTR

19. Accurately Assess Impact

20. If you can convince a Finance person
of your proposed benefit, you can
convince a steering committee
Answer the questions:
– What is my KPI?
– What is the incremental benefit to
the business?
– How long will it take to reap the
benefits?
Get Finance Input and Buy-in

21. Shake hands
Build alliances
Educate
Find synergies with greenlit projects
What If You Don’t Get Budget?

22. @keithgoode
www.linkedin.com/in/keithlgoode
kgoode@seoClarity.net
Stay in Touch

23. Thank you!
Conclusion