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SEO in the Boardroom: Leveraging Relevant Metrics

or How to Talk to the C-Suite

Alan K’nechtPartner: Analytics & Social

Digital Always Media

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About• Provide SEO, Social & Analytics

Services, Training & Consulting

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About Alan

• Working with the Internet since 1994• Started with Digital Analytics in 1995• Also been a:

– Web developer– Analyst– SEO/Social Media

• Teach Digital Analytics for USF Online• Published 1st book in 2010

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Step 1: Know Your Audience

• Learn:– What makes them stay up at night– What makes say “It was a good day”– Who really makes the decisions– Who at the C-level is your champion

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Are They This?

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Or Are They This?

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Step 2: Preparation• The C-Suite just like kids:

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Step 2: Preparation• The C-Suite just like kids:

– Talk in TLAs!

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Step 2: Preparation• The C-Suite just like kids:

– Talk in TLAs!• CFO• CMO• CTO• ROI• CPA• MBO

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Step 2: Preparation• The C-Suite just like kids:

– Talk in TLAs!• CFO• CMO• CTO• ROI• CPA• MBO

• Don’t use your SEO acronyms or jargon!

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How Do Relate To Kids?

• Keep the talk & explanation – Simple– At a minimum

• Draw them a picture!

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Draw Them A Treasure Map

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The Treasure Map

• Keep it simple– Where you’re starting at– What you need to get started– Major milestones along the journey– How long to get from the start to the

end– What to expect at the end of the

journey

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The C-Suite Treasure Map• Starting Point:

– Overview of the problem that needs resolving

• Getting Started– Tools, resources, etc

• Milestone– Check points & KPI/Indicators of progress

• Journey’s End– ROI

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Putting it Together

• Be concise• Stress benefits of implementing SEO• Highlight current obstacles

– Showing the solution to get around them• Set realistic expectations

– Time, CPA & ROI• Stress the benefits to the company &

them

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Thank You

Alan K’nechtalan@DigitalAlwaysMedia.com

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