Pubcon Vegas 2015 – Showing The Value Of SEO by Erin Everhart

Another presentation during Pubcon Vegas 2015 on showing the value of SEO was shared by Erin Everhart. She made a great case for teaching SEO to business leaders and gave some great tips on how to accomplish that. Here are the notes I took during her presentation …

Another presentation during Pubcon Vegas 2015 on showing the value of SEO was shared by Erin Everhart. She made a great case for teaching SEO to business leaders and gave some great tips on how to accomplish that. Here are the notes I took during her presentation …

  • Sometimes people think we can just “call Google” to get better rankings
    • SEO is sometimes confused with paid search
    • SEO is easy to understand, but it’s hard to explain the details and what goes into the work
  • People say that organic search and SEO are important, but the budget doesn’t show it. The vast majority of money goes to paid search
  • Explaining the constant changes in Google is also a challenge
  • It’s important to set good expectations – and explain that SEO efforts don’t happen instantly like in paid search
    • There is an incubation period
    • Search improvements are more of a long-term investment
  • Speak the language of your audience – don’t use a lot of industry jargon
  • Instead of hitting huge wins that cost a lot of money, share the information a little bit at a time.
    • Break things down into short-term and long-term wins
    • Hitting quick wins helps build the case for bigger efforts
  • Show competitors beating you or doing things that you want to do that are best practices
  • Use data responsibly – too much data can fall on deaf ears
    • May not seem relevant
    • May overwhelm them
    • Make your analysis actionable
    • You need to be “in the weeds” but they don’t
    • Tell them in plain English what’s going on and what they need to do
    • Give them actions, not just a laundry list of tactics
  • Show the impact on the overall business – not just SEO
  • Remember, you can’t always trust attribution and segmentation. Sometimes analytics are wrong
  • Remember to tie website traffic back to revenue
  • Try to tie online metrics back to offline metrics

She reiterated some of the points Anthony made during his talk on the same topic. I like Erin’s take on teaching some of the nuances of SEO in order to set realistic expectation. I have found that having the heart of a teacher and explaining things often gets better results than just “geeking out” on the topic.

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