Tag Archives: search engine optimization
Explaining SEO, Role by Role (SEO for CEO, CTO, Web Designer, Web Developer, Sales Manager, Content Editor..)
To make a valuable impact, SEO has to be understood by more than just an organisation’s search marketers. This post suggests how to explain the concepts, and get buy-in, from different people within an organisation.
I’ve chosen some of the standard roles that you may find in a company or organisation with a web-presence and for each one have listed:
- Their role: a description of their position within the company and their responsibilities.
- Persuade them: once you’ve described SEO, this gives something extra to get them excited about the possibilities of SEO for them / their department, to help get them on side.
- Ask them: I’ve tried to list one particular request you can make to people in each role to benefit the SEO process within your organisation.
In addition, you should remember to give back to each of these stakeholders. There’ll be some metric, data or graphs that will demonstrate to them the ongoing effect they are having on the project, how it has benefited the organisation as a whole, and (for bonus points) how their role has benefited from SEO success. Inspiring people in this way leads to their ongoing commitment, and a successful organisation full of motivated, happy people.
- Their role: Responsible for the whole company; interested in the ‘big picture’ and needs to be able to justify decisions and costs to the board and shareholders.
- Persuade them: SEO gives a competitive advantage in attracting visitors and customers. Though it requires an initial push of effort, and ongoing resource, the work will show a demonstrable ROI, they’ll be provided with regular figures for the board about the profit generated by SEO efforts.
Every business is bound to bump into one as they offer entrepreneurs their services. They speak of SEO or search engine optimization as if it were a subject included back in high school. Therefore, for those laymen that might be confused especially at this point when a single search about SEO brings up a multitude of red flags, we’ll try to clearly explain what you might be seeing.
Firstly, we’ve heard plenty of gossips around business owners that SEO is in fact dead, and there is no point in banking any of your online marketing investment into it. Primarily, they are basing this conclusion from some light reading about how Google has been revamping its search engine algorithm. True enough, when someone does a search about SEO on Google, you’d surely be greeted with forums, blog posts, and news about how the Panda and the Penguin update have changed the landscape in a span of a few short months. Worst is if you’ve landed in a forum when a bunch of SEO experts whine about how the two updates is making their businesses obsolete.
As someone who’s been making a living online, personally, I’m sick of it. I’m tired about how these so called experts talks about how Google is such a bad guy as if their clients have no way of finding their discussions thread. Because no matter how you wouldn’t like to admit, if you’re running an online business, there is no getting around the fact that you have to comply with what Google wants. Moreover, if all we do is talk about how Google is ruining our business for the better part of our day, then we’re basically scaring them away right?