How to Sell Search Engine Optimization (SEO) to your CEO

How to Sell Search Engine Optimization (SEO) to your CEO

Be Sociable, Share! Tweet Wow. My last post about search engine optimization from a CEO’s perspective must have struck a chord. I’ve never had such a wonderful response, so I’m guessing that looking at SEO from a CEO perspective must be of interest. With that in mind, I thought I’d focus this post on how to convince a CEO to invest in search engine optimization. There’s a lot of information here that relates to more than just selling SEO to your upper management. I’d recommend reading through the article to gain insight on tasks you should accomplish no matter what when you are looking to invest in SEO. I did some research on this topic before deciding to write it. There are numerous articles on how to convince your boss to invest in SEO, but very few on how to get the CEO to buy in. The few articles I found had some amusing suggestions on approaches to take: “Everyone else is doing it.” “Search engine marketing is the future of marketing and sales.” “SEO won’t add more work for you.” “Show Graphs, Numbers, Charts & Visuals.” In a small businesses, most decisions to spend more than a few hundred dollars are still floated by the CEO. So it’s important to put together your strategy before you walk through their door. How Does a CEO Think? Let’s talk about the CEO of a business that has 15-100 people. A CEO’s day is generally filled with wall to wall meetings, with some time for e-mail responses, telephone calls and impromptu person to person conversations crammed in between them. The more people...
Search Engine Optimization (SEO) From A CEO’s Perspective

Search Engine Optimization (SEO) From A CEO’s Perspective

Be Sociable, Share! Tweet There are a billion articles and blogs on search engine optimization, but most of them target webmasters, digital marketers and technology people. I struggled with whether or not I should write yet another article on SEO – especially since it’s not my specialty – but decided to when I found that most articles explained how to do SEO, and didn’t explain what SEO is, and why a CEO should care. That IS my specialty. There are a lot of terms and parts to SEO today. Each of these has it’s own specific definition, but from a CEO perspective they can all be lumped together. I look at it from a personal computer point of view. A personal computer has a processor, memory, hard drive, graphics engine, keyboard, mouse, screen, etc. – but who cares? All a CEO cares about is that it’s a PC and that it runs the applications he or she needs. SEO is kind of the same. There are a lot of terms thrown about. There’s search engine marketing (SEM), Pay Per Click (PPC), Content Marketing, Link Building, Social Media, Conversion Optimization, Authorship, A/B Testing and more – but they really all are methods and parts of search engine optimization, and they are all focused, eventually, on maximizing what your website does for your company. My First Introduction to Search Engine Optimization (SEO) When I owned my last company I had an awesome marketing manager. A Brit by the name of Gavin Cooper. He’s working at another company in the region now and they are lucky to have him. Anyway, we were a fairly good sized technology company....
FWS Weekly Business Roundup n.3

FWS Weekly Business Roundup n.3

Be Sociable, Share! Tweet It’s the beginning of June and it’s finally warming up here in the great Northeast.  There’s less than a month of school left for the kids.  Summer vacation plans are all the buzz at the virtual watercooler, and everyone is prepping for the great Summer business slowdown as offices become ghost towns and beach resorts is where things are happening. What better time is there to start looking at some of the tools you use, and to leverage some great ideas and inspiration from others to improve your small business.  Welcome to the Fair Winds Strategies Weekly Business Roundup, third edition. Managing Projects and Lists in a small business → I’ve been using Trello for a long, long time.  First of all, it’s free, and it’s a great small business tool.  You create a “board”, and then create multiple “lists” on the board.  You then populate the lists with “cards”.  Each card can contain checklists, group comments, attachments, due dates, people, voting and more.  As cards are updated, members of the board are updated.   Let’s look at a quick example of how I use it.  When we work with clients, we have a 200+ question checklist we go through to assess our client’s business.  How do we add questions to that list, but do it in a team way?  In Trello, we have three lists – general discussion, proposed questions and approved questions.  Everyone adds the questions they like to the proposed questions list and the rest of the group comments and votes on the questions.  The questions with the highest votes then move into the...
FWS Weekly Business Roundup n.2

FWS Weekly Business Roundup n.2

Be Sociable, Share! Tweet Another week, another roundup, another bunch of resources.  If you’re looking for anything in particular, leave a note and we’ll post our favorite answers in the next couple of weeks. Startup Forms → Business templates are great.  They give you a starting point for creating your own documents and can often save thousands of dollars in legal costs.  Even though this site is focused on documents for startups, we find that many small businesses are missing some of these forms.   Sample Pitch Deck → Once again, it’s great to have a starting place when you’re creating a content rich document.  This is a great template that walks you through creating a pitch deck for your company.  Don’t just think seed, angel or venture funding when you look at creating a pitch deck.  They are wonderful for presenting information to banks during the lending process, and parts of them can be used for customer facing presentations too!  SAFE Documents → Convertible notes are so last year.  Simple agreements for future equity (SAFE) are what’s in.  These documents solve some of the tax and balance sheet implications that convertible debt introduces, and they are fully vetted and ready to go!  Twitter Hashtags We’re just getting into social media here so it will be a bit before we start reporting on our own best practices.  In the meantime, here’s how we hashtags to use when we’re tweeting.  This site has all sorts of ways to look at trending or related hashtags. Most popular hashtags → Related hashtags → Website Marketing Grader → Are you doing everything you should be doing for “on page” marketing...
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