In this presentation from SES Chicago 2013, an approach to how to sell both internally or externally Search Engine Optimization (SEO) services is presented. The key take away is don't over sell it & present the opportunity in the right way.

1. SEO in the Boardroom: Leveraging
Relevant Metrics
or
How to Talk to the C-Suite
Alan K’necht
Partner: Analytics & Social
Digital Always Media
@aknecht

2. About
• Provide SEO, Social & Analytics
Services, Training & Consulting
@aknecht

3. About Alan
• Working with the Internet since 1994
• Started with Digital Analytics in 1995
• Also been a:
– Web developer
– Analyst
– SEO/Social Media
• Teach Digital Analytics for USF Online
• Published 1st book in 2010
@aknecht

4. Step 1: Know Your Audience
• Learn:
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–
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What makes them stay up at night
What makes say “It was a good day”
Who really makes the decisions
Who at the C-level is your champion
@aknecht

5. Are They This?
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6. Or Are They This?
@aknecht

7. Step 2: Preparation
• The C-Suite just like kids:
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8. Step 2: Preparation
• The C-Suite just like kids:
– Talk in TLAs!
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9. Step 2: Preparation
• The C-Suite just like kids:
– Talk in TLAs!
• CFO
• CMO
• CTO
• ROI
• CPA
• MBO
@aknecht

10. Step 2: Preparation
• The C-Suite just like kids:
– Talk in TLAs!
• CFO
• CMO
• CTO
• ROI
• CPA
• MBO
• Don’t use your SEO acronyms or jargon!
@aknecht

11. How Do Relate To Kids?
• Keep the talk & explanation
– Simple
– At a minimum
• Draw them a picture!
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12. Draw Them A Treasure Map
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13. The Treasure Map
• Keep it simple
–
–
–
–
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Where you’re starting at
What you need to get started
Major milestones along the journey
How long to get from the start to the end
What to expect at the end of the journey
@aknecht

14. The C-Suite Treasure Map
• Starting Point:
– Overview of the problem that needs resolving
• Getting Started
– Tools, resources, etc
• Milestone
– Check points & KPI/Indicators of progress
• Journey’s End
– ROI
@aknecht

15. Putting it Together
• Be concise
• Stress benefits of implementing SEO
• Highlight current obstacles
– Showing the solution to get around them
• Set realistic expectations
– Time, CPA & ROI
• Stress the benefits to the company & them
@aknecht

16. Thank You
Alan K’necht
alan@DigitalAlwaysMedia.com
@aknecht
Type my name into Google
@aknecht