The presentation outlines ways to win credibility and support for search engine optimization (SEO) initiatives from the executive level.

1. How to Pitch SEO to Executives
Winning Credibility & Buy-In

2. Four Questions We’ll Answer Today
1. What are the major hurdles to get SEO buy-in?
2. Why do stakeholders continue to rely on
mainstream methods of demand generation?
3. How do you explain SEO to a non-techie?
4. How do you show results?

3. Challenges SEOs Face

4. SEO is Associated with Snake Oil
Unrealistic promises

5. Over-Hyped Pitches
Unsuccessful past experience

6. Misinformation
Executives
Read These!

7. Executives Dislike Risk
• Purchased media is
seen as a “sure
thing”
• Enquiro
BuyerSphere
research illustrates
corporate clients will
choose a safer bet

8. Big Brands Believe it’s Easy
• Big brand clients
believe Google must
send them traffic
• Traffic should be
“free”…free of effort

9. SEO is Not Top of Mind
SEO
Email
Mktg
Social
Media
Twitter
Facebook
Web Design
Groupon
Competition
Online
Ads PPC

10. How to Attain Credibility

11. Establish Credibility
Align SEO with credible brands

12. Explain SEO. Quickly.
• Explain SEO
in 3 Slides or
Less
• Plain English.
No Technical
Jargon
• Identify where
you need their
support

13. Educate with Industry Findings
Enquiro Search Engine Eye Tracking Study

14. Educate with Tools
• Everyday SEO tools have an “Aha!” factor for
non-SEOs
• Adds credibility through data

15. Highlight the Competition
• Show rankings screenshots to highlight
deficiencies
• Bonus Points – Align with search volume data
& SERP click-through data (i.e. Chitika)
Them = 34% of Clicks
Us = 17% of Clicks

16. How to Attain Buy-In

17. Illustrate the Google-Effect
Show how return visitors also use search
engines to “navigate” to websites they’ve
visited before

18. Introduce Multiple Attribution & The
Long Tail
“FIFA 10 Xbox 360” Touch point #1
“FIFA 10 Reviews”
“FIFA 360 Dribbling” Touch point #2
“FIFA 10 Walmart”
Purchase!
Utilize Google Search Funnel to Prove Your Theories

19. Compare Current Traffic Generation
Methods ($)
Budget
Visits
Organic Search Social Media
*Traffic & budget data are for demo purposes and do not reflect the metrics of a particular organization

20. Overshadow Risks with Benefits
Value of Traffic (USD) Source Google Adwords
Monthly $40,500 Annual $486,000
Anticipated Traffic (Position 2-4) 8.5% CTR
350,000
Total Searches in Google for Top 20 Keyword Phrases
4.1 Million Searches
If We Purchased This Traffic, This is How Much You’d Pay

21. Overshadow Risks with Benefits
Potential Revenue Net Retail Price ($30)
Monthly $210,000 Season $1.26 Mill
Purchase Intent 2% Conversion Rate*
7,000
Anticipated Traffic (Position 2-4) 8.5% CTR
350,000
When We Monetize This Traffic, This is Our Revenue
* Collect through exit surveys or point of sale surveys

22. Final Thoughts

23. Things to Remember
1. Align SEO with Goals & Results - Without
them SEO is just traffic
2. Ensure a Web Analytics Foundation -
Analytics plays a key role in attaining buy-in
and illustrating results
3. Implementation is Another Story – Buy-in is
only the first step
4. Educate. Don’t Sell. – Establishes Credibility

24. Thank You
Marc Bitanga
Manager, Search Marketing & Analytics
Electronic Arts
Twitter: @marcbitanga