To watch the webinar replay or read the transcript, visit https://www.semrush.com/webinars/getting-your-boss-to-appreciate-seo/

1. SEO Series - The other important stuff…
June - Getting your Boss to Appreciate, Understand and Act on SEO
July - Getting SEO a seat at the table
August - Scaling your SEO Efforts with other teams
September - Using Agile Methods for Search Success
October - Organizing for International Search Success
November - TBD

2. Getting your Boss to Appreciate,
Understand and Act on SEO
June 4, 2019

3. Our Survey…It is About The Customer
•“I would like to get our sales reps to understand
the importance of SEO for marketing. They
understand it could help but they don't
understand how and what timeline we can
expect to get results.”

4. Our Survey…It is About The Customer
•“Nowadays, most of the marketing departments are
completely underrated, we are looked as a simple
designers, IT guys, or in my case, "the guy who run the
page" I think we should be treated not like heroes
(which some times, we are) but as an important pillar
of the company, with high grade of responsibility and
studies, since the most of clients, are generated one
way or another, by our work.”

5. The really big questions…
• Why does “the boss” not understand you or your SEO team?
• Why is SEO so difficult to execute in many organizations?
• What external factors create friction?
• What has to happen to make this change?

6. Wrong Department
Where does SEO belong?
IT, Marketing, Advertising, Sales
The wrong department can mean managers don’t have the skills,
budget, or interest in these activities or manage to incorrect metrics.

7. Overcomplicated SEO
Is SEO really rocket science?
How can we simplify the concepts and activities?
Making SEO complicated often scares managers due to challenging
their knowledge and budgets.

8. SEO Performance/Contribution Unknown
Does management know what improved?
How do they know the benefits you deliver and
does it sync with their goals?
Make it easy to share wins vs. complex reports.

11. • 2 to 3 minute video
• 3 “wins”
• 3 “challenges”
• 3 “will do’s”
Create Sharable Videos with Highlights

12. Leverage “KMAE” Charts

13. Unqualified for the Job/Company
Is the problem really you?
Do you have the technical and communication skills
for the level or organization you are at?
Take classes on business planning, budgeting ,
agile methods, and storytelling.

14. Why so complicated to
Implement?

15. SEO Actions Importance
Why is your task as/more important than others?
How are you demonstrating ROI on changes?
Can you align it with another action?
What does effectiveness actually mean?
Try to associate lost opportunity to the tasks

16. •Illustrate the “cost of delays”
•Use @now function to show wait time
•Provide missed opportunity to show value

17. •Illustrate the “cost of not ranking”
•Use SEM CPC as a motivator

18. What external factors create
friction?
Large leveraged outsourcing firms
Ad agencies
New items seeking budget
How do we change things?

19. How do we change things?
Discussion…..

20. Contest Co-Winners
Fermin Lopez Garcia (Mexico)
Stefani Pavlova (USA)

21. Attendee Questions