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How to Better Sell SEO to the C-Suite- MozCon 2015

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Whether you need more resources, trust, or buy-in, Purna will share practical tips for focusing on Profit & Loss and better communicating SEO planning, forecasting, and strategizing.
By Purna Virji at MozCon 2015

Published in: Marketing
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How to Better Sell SEO to the C-Suite- MozCon 2015

  1. 1. HOW TO BETTER SELL SEO TO THE C-SUITE
  2. 2. Awesome
  3. 3. Grumble Grumble O o O J 0' 1}
  4. 4. Here’s a Secret. @PIRlUVIR. l
  5. 5. W W @
  6. 6. —----~PR --*~--~ BRANDING T --*~--~ Soc1al ""‘ USER EXPERIENCE Audience Research -5 hf-K CALL VOLUME
  7. 7. Blog 3 Rand Fishkin What can SE03 Do That No Other Marketer Can? Dali ten in .7U‘~4 , Category : ‘F. t'. firV! ''y read an an cla by an St Jzmrna mime-:1 it struck me that this is a RJEYC dbo-. .‘. wh-ch rruuwy few: in and around we: mar‘-wtlrx; profession: are cunous abcui. with some of me recent charges Googte s wade aroma and the loo 5 II’? L. mm1- lvorr | .4v Morgan‘; 1 though: I :1 strive More 5 how Nit-lsnr or: ~n1<1 Aru1,a. nce my cp! rv(lr‘S on “Our 5er. .-I. -.': a"Id rechnnqims rm mnger in-rmr and craarwe agencres wnrers and PR 50¢. -c. im‘is. ‘: J9-or -J: -um nn us as me P. a.: A3‘ or me marner-Pg worn’! ' And have 5 hon he concluded ‘Let PR agencies czvmme to send pres: masses cm: me wire and re’ ad age-n-: .as :1:/ mnua is create mam: awareneu we road In‘. stick to wna! we do best ~ cormacrzng Ms’: mgni. ¢-Dodger. ‘ auumvcos ' i agree w ah the Warning that other "AV‘<l‘lEi’E oflen have :1‘ {rose -1‘ the SEO ‘rein To be mu, a fur’ riurrbov 0' Dan am: as have (‘ma saa! "moG crap: -no us biog comrvw-ants and kayvmrd—s’L/ flea ma’ porceohm no me man‘: conszxms But I can 1 get mime u. .. 15: --~. - , ..u-~. - <3 :1. -m -. ..~ , . -ma-. ... ~:. ».. . . .. ‘ . ... .-. . i-u-in .4.. . -1; . .-. crny u rv-an‘ r-- ‘vnrl . . mm. 1 . ! Co tomcat of am , s'.1r1up prime, Vrrnuar-1 l‘ cl-_v aloggnr socia media amjirt and I‘! vnriga. ..§! or Ill! tr nos More atmut me
  8. 8. ‘, !.f'-‘. »'-. ; x : —. , , Q 531) ‘ I Ahhh11lBy * T, " / Myse1111fff! !! 9/»
  9. 9. We’re the CEOs of SEO at our companies. ago
  10. 10. 'IiiL. .;l_—, =L.1l_, T: ,:i_: '_‘. ‘ x_, :.-'. “_‘. ’a', _,{i_, ;_'—“-L’ . _ : i_1T. {_'1¥ ? ;_; :_'1 ' LAC! tufliflhiiiiimiEiflbn: ui%iiiimi IIHET Jsmnnmlllmlnnslmjnnmml tam: asnmnxmnlzmanussmnnglus , glfllIfllIlflFllI P Dunn! WINE LEEEL Jlflilfllfilfllflflflfgilllfll E££! H—! £!! !H§§£§g§E§§Bfl£§§§! IHIH IIflIIflIIIflIIIIl%WImflT[ , ir1iI‘; Eil II. .I‘ii, I‘i. Ii, iIiI‘! ’!r§-I‘-‘IiI, §'*‘<r. “»r: a-I! miq! ‘ zga‘ . ::: ::: ::: ::l. ::; a.: a:§: : tvaauiiunipquhjwhuwm, mfifigni .5-as. ‘Int-I :11:-rnIi; e%. sr'_)’a‘ ‘-mi! mum» IIITIDIIIIIQQL . ,muz -Iiui= $.= » rims‘ lifliifliififflhilifiiiiiii ram-Jmmahgpflnhlu 3&! ILII Kauaiijlmjlmlgfififiusulmjjnlmj imma_Isgmgeefigimnnnngmenenul rum-, Iuugpwnguimpnnunyuunlml Ilflfiul93Lg£illlflI! !!ll! !lllI fllfllyieiflllfllilmlllllmi Inn KEE§flAy¢u—— ——+——___ z&_< IE1 _FEEfi mu---_n Iififi I’HI'I—i Iliii-ITC HEN! ‘ ! 'IT'IVI"flHIl'If "hmdh1flhunnInnndimm
  11. 11. ‘T :1 I O A J J A Q53, ; — 2: § ‘J . ‘ . i )7” l °" J! I Fail. ... Fat! !.. .E‘afl. ..T‘afl! f
  12. 12. (Inner Self—Portrait) %: J.lIl>
  13. 13. Channel Your Inner CEO
  14. 14. @PURfllVlRJI
  15. 15. @PURfllVIRJl I
  16. 16. Gain alignmen on Ltrategieg
  17. 17. Make a case for resources.
  18. 18. Set expectations for the C-suite.
  19. 19. Set up make or break goals.
  20. 20. Earn trust and buy-in.
  21. 21. The SEO Strategic ' lanning Process
  22. 22. Outline a clear strategy.
  23. 23. , — ‘TI I ‘.4 xi‘ 7 @PURflAVIRJI
  24. 24. Elements 2. Strategies A Growth Attribution 6. Resources Needed
  25. 25. 1. What’s the Goal? World domination, muahahahhaa!
  26. 26. @PURfllVlRJI
  27. 27. By December 2015, reach $265,000 in sustainable revenue per month. By Iuly 2016, reach $320,000 in revenue per month. (Iune baseline: f, §g5,r00o per month. )
  28. 28. Orders x AOV= Estimate of Revenue
  29. 29. 2. What key strategies will be used?
  30. 30. Key Strategies: Focus on High-Demand Products to Maximize Sales
  31. 31. Key Strategies: Target higher—demand products: Green widgets, Red widgets and longer—tail KWs for the extremely competitive Blue widgets.
  32. 32. Key Strategies: Increase Qualified Leads and Earn Links
  33. 33. Key Strategies: - Content-Heavy Focus: I-"or increasing relevant traffic to site and earning relevant links. - Public Relations: I-"or larger-scale reach, high-quality links and to increase motivated traffic.
  34. 34. Key Strategies: Hone in on High- Converting Markets
  35. 35. Key Strategies: Local SEO for our industry is less competitive, so we should target Washington and Oregon since they have high demand for Green and Red widgets.
  36. 36. Key Strategies: C Improve conversion rates by improving our on-site user experience
  37. 37. Key Strategies: Restructure navigation, improve page speed and refresh content.
  38. 38. Key Strategies: Reduce barriers to ranking improvement
  39. 39. Key Strategies: I-‘ix current technical issues on the site.
  40. 40. 3. What’s Potential Monthly Growth? ‘V . . '«’-
  41. 41. 4 Or. " ' is I l . ..l. ... ... .
  42. 42. Speak in terms of probability.
  43. 43. Potential Growth More Realistic Option: Assumes a month-to-month growth of 5%-15%. Will start slowly and ramp up post—September.
  44. 44. Potential Growth Optimistic Option: Assumes a month-to-month growth of 10%-30% after a slower lune and fuly as we prepare for scaling.
  45. 45. Realistic June July Aug. Sept 80? $96,000 $96,000 $100,800 $106,000 T f O Oct Nov. Dec. June 2016 ‘ I " $115,000 $124,000 $140,000 $260,000 Optimistic -a June July Aug. Sept 60? $96,000 I $98,000 I $104,000’ $115,000 _ O Oct Nov. Dec. June 2016 ° 3 L ‘ "0 L $320,000 $146,000 $165,000
  46. 46. 4. Where will the growth come from?
  47. 47. @PURflAVIRJI
  48. 48. 60°/0-65°/0 20°/0-25°/0 10°/ o-15°/ o From From Direct organic referral visits search sites + from PR content efforts outreach
  49. 49. 5. What are potential risks?
  50. 50. Delays in execution HOW fast technical of content. issues can be resolved. PR team unavailable to Future updates from pitch SEO content in time. Google, especially around mobile, our weaker area. Technical issues related to site updates.
  51. 51. SEO-POWER! @P| JRfllVIRJI
  52. 52. 6. What resources are needed?
  53. 53. 10 hr/ week of PR TEAM 15 hr/ week of WEB DEV
  54. 54. Cost Benefit Analysis
  55. 55. Explain the need Who will manage? ’ What value will ‘ they bring?
  56. 56. What happens it we don’t have them? What’s the estimated A cost?
  57. 57. CEO Frustration Level Trust Level
  58. 58. so Conversions 95,900 95,900 100,700 105,900 114,864 123,864 139,909 199,891 259,891 Spend $ 8,000 5 8,000 s 8,000 $ 8,000 $ 10,000 5 10,000 5 10,000 $ 12,000 $ 12,000 Addl. Expenses 3 3,000 $ 3,000 5 3,000 $ 3,000 3 5,000 5 5,000 $ - $ - $ - Revenue $96,000 $96,000 $100,800 $106,000 $115,000 $124,000 $140,000 $200,000 $260,000 6° Conversions 95,900 97,900 103,900 114,900 127,864 145,864 164,909 264,891 319,891 Spend $ 8,000 $ 8,000 5 8,000 5 8,000 $ 10,000 5 10,000 5 10,000 5 12,000 5 12,000 Addl. Expenses S 3,000 5 3,000 5 3,000 5 3,000 5 5,000 5 5,000 $ - $ - 5 - Revenue $96,000 $98,000 $104,000 $115,000 $128,000 $146,000 $165,000 $265,000 $320,000 @PIllllAV| R.l
  59. 59. Summing it “P
  60. 60. 1. Wl1at’s the Goal? 2. Vvhat key strategies will be used? 3. What’s Potential Monthly Growth? 4. Vvhere will the growth come from? 5. What are potential risks? H’ /6. What resources are needed? 7. P&L Graphs
  61. 61. SUCCESS Bliss Happiness Peace Amount of Time
  62. 62. Time can be wasted in deciding what to do.
  63. 63. You Have Your Doc, QOQQ . v - -1.
  64. 64. 1. Prepare Answers for Tough Questions
  65. 65. Why are we focusing on X first?
  66. 66. How do you know Y will work?
  67. 67. Can’t you do 2 in half the time?
  68. 68. 2. Prepare Relevant Examples:
  69. 69. We know X can work because. ..
  70. 70. Moz recently shared a study on Y. ..
  71. 71. In the past, when we did 2, it performed. ..
  72. 72. 3. Create Tactical Execution Plans:
  73. 73. 1'41‘-lrliiiilé ’: ,(-131-Jessi N0: 1'; lI)1I3'i :1
  74. 74. 4. Set Communication Cadence I read that the average consumer has the attention span of a goldfish. Sorry, did you say something?
  75. 75. $30,000.00 $25,000.00 $20,000.00 $15,000.00 $10,000.00 55,000.00 5. SEO Performance by Week — 600 Press Pick-up 500 — 400 Tech Issues Resolved Carnpaignx Launched _. -on--o----o----u ’, — 300 0000000000000-ago! ‘ mt: _ 200 J 100 7 7 0 1/15 1/22 1/29 2/5 2/12 2/19 2/26 3/5 3/12 3/19 3/26 4/2 4/9 4/16 T Conversons jlilezenue ----- Revenue Goal @PURfllVIRJI
  76. 76. sianpoo $1.CXX) 51401000 5110.000 Slmfl $00000 $60000 sumo Sumo SEO: Month over Month Actual 4- Planned Revenue mom $12§.0(fi . s.u1mo. .§”°~ 003!» 581% 5.000 536.666 7 ’ 7 $~ $~ $~ $- lln Mlr Apr Mzy Jun lkaualievenue Inevenueeoal IFOIQCSEH Revenue
  77. 77. 5. Reminder: Not Set in Stone
  78. 78. @PURflAVIRJI
  79. 79. Yes! Yes! Yes! Yes!
  80. 80. ._, L K
  81. 81. PURNA VIRJI Purview Marketing @purnavirji

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