Pubcon Vegas 2015 – How To Show Your Value To The CFO by Anthony Robinson

One of the biggest challenges to those working in the SEO business is proving the value of the work done. This is a difficult challenge, and one that always gets a session at Pubcons. Anthony Robinson shared some great ideas on how to tie SEO work to improvements in the company’s bottom line. Here are the notes I took during his presentation …

One of the biggest challenges to those working in the SEO business is proving the value of the work done. This is a difficult challenge, and one that always gets a session at Pubcons. Anthony Robinson shared some great ideas on how to tie SEO work to improvements in the company’s bottom line. Here are the notes I took during his presentation …

  • We need to play the political game – Understand the rules of the game and use that knowledge to set up a strategy to reach the audience.
  • Figure out what winning looks like – this is the first step
  • Remember that C-Suite execs don’t understand what we do
  • Show the SEO revenue stream and how the loss of that will affect the bottom line
    • Show the “What Is SEO” education … break it down into small bites and show how important it is for the business
      • Not technical – practical
      • Go over best practices, show SEO as investment, there is a risk to losing the traffic
      • Show the strategy in a 1-page infographic
    • Reporting should be about money
      • Show estimated revenue
      • Tie metrics back to strategy
      • Keep this simple and down to 1 page
    • Work with a mid-level finance officer to help calculate and verify the annual revenue per landing page
  • Show the website as a business asset that they need to protect
  • “Fear of Loss” helps motivate protecting landing page revenue
  • Get the CFO to ensure that important changes to the website are signed off by the SEO team – this can be very powerful to help protect SEO efforts

One thing Anthony mentioned that I often do is showing the website as a business asset. Just as a business needs to maintain plant and equipment or buildings or they fall apart, so the website is also in need of maintenance.

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