How to Leverage the political power of Senior Executives to Win at SEO

1. #pubcon
How to leverage the political
Power of your CFO for long
term SEO success
Presented by: Ant Robinson
@antrobbo

2. #pubcon
About Me – Dad, Hiker, Coach & SEO
@antrobbo

3. #pubcon
About Me – Rugby World Cup
Gamesmaker Volunteer
@antrobbo

4. #pubcon
We need to play their game
@antrobbo
Playing the
political
game –
There’s a
strategy for
that…

5. #pubcon
Education
@antrobbo
• C-Suite execs
typically
don’t get
what we do:
• And we need
to get
political

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Introduction to What is SEO”
@antrobbo

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Key message for your deck
Ranking Loss mitigation
@antrobbo
• Google Best
Practice
• SEO is an
ongoing
investment
• Algo Updates
• Non Brand
Traffic &
Landing pages

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Share your digital strategy
@antrobbo
Your strategy
should be a
simple to
read 1 Page
infographic

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Reporting to the C-Suite
@antrobbo
Monthly reporting
should
• not be about
traffic or sessions
• Tie metrics back
to the strategy
• ONLY 1 page

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Working with Finance to monetize
landing pages
@antrobbo
Find a mid
level finance
exec to find
the average
annual
revenue per
landing page

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Share Landing page value with Sales &
Product VPs
• Establish %
revenue by
Product
Functional
Area
@antrobbo

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Using “Fear of Loss” to Protect Landing
Page Revenue
@antrobbo
This is where
we need the
Political Power
of your CFO &
VP of Product

13. #pubcon
Brand Guidelines are your strongest
assett
@antrobbo
Use the CFO to
ensure this gets
written into Brand
Guidelines
“Changes to landing
pages, Robots.txt,
XML sitemaps
require SEO Team
sign off”

14. #pubcon
Thanks for listening
@antrobbo
@PureOpt
https://www.facebook.com/antrobbo
https://www.facebook.com/PureOpt
https://uk.linkedin.com/in/antrobbo
@antrobbo