Sebastian Wenzel, Webanalyticsbook

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Instant data. Tweak

strategies. Benchmark

competitors.

• 12 years enterprise-level, agency experience

• National speaker on SEO & social

• CareerBuilder is the largest career website in the country

• Operate sites in 23 countries, 60 markets

• My team manages the SEO for US, France, UK, Germany, India, Singapore, Vietnam,

Greece and many others

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@alli12

TRUE STORY:

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@alli12

Me Talking To My CEO (then)

Time to First Byte…

Duplicate Title Tags…

Malformed Canonicals…

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@alli12

This is (kind of) what he looked like:

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@alli12

And this is how I felt…

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@alli12

What I Should Have Done (and eventually did)…

What Do You Consider The Company’s Key

Metrics?

What Are Our Company’s

Business Goals?

What Are Our Biggest Pain

Points?

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@alli12

And Then Done This(which, of course, I did)…

I should be tracking these particular

metrics to measure my success

According to my research, these SEO

strategies can bring the most business value

Aha! I can prioritize my SEO by based on

company’s goals

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#Searchmetrics

@alli12

Me Talking to My CEO (now)

Drove conversions by XX%

Increased Your

Favorite Metrics

by XX%

Reduced company pain point by XX

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@alli12

And Now This is (kind of) What He Looks Like:

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@alli12

And This is How I Feel …

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@alli12

HERE ARE THE THINGS I WISH

SOMEONE HAD TOLD ME WHEN I

WAS YOUNGER

(and thinner…)

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@alli12

Your CEO Doesn’t Care

It Don’t CountIf You Don’t Count it

Don’t Be an SEO

3TAKEAWAYS

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@alli12

ACTUALLY THEY CARE DEEPLY

About you,

about the company,

about world peace…

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@alli12

BUT THEY DON’T CARE…

About your text to code ratio,

your domain authority,

your self referencing canonicals,

or your jacked-up XML sitemaps …

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@alli12

THAT’S WHAT THEY HIRED YOU FOR:

To Handle the Geeky SEO Stuff and

Drive Value to the Company’s Goals

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@alli12

WHEN SPEAKING WITH YOUR CEO

• Ask questions about business goals

• Offer them solutions – not problems

• Speak C-Suite lingo – not SEO geek

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@alli12

YOU GOTTA PLAN …

To ask the tough questions

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@alli12

DOES THIS SEO STRATEGY

LINK TO THE COMPANY’S GOALS?

If not. Is it really a priority at this time?

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@alli12

WHICH REPORTING TOOL(S)

WILL YOU USE?(HINT: NOT THIS ONE!)

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@alli12

CAN YOU QUANTIFY IT IN DOLLARS?

$#SEJSummit

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@alli12

HOW WILL PROGRESS BE MEASURED

INTERNALLY?

• Which metrics?

• When?

• How often?

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@alli12

HOW WILL YOU REPORT TO THE C-SUITE?

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@alli12

• Which metrics?

• When?

• How often?

PLANNING FOR SUCCESS

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@alli12

BUILD METRICS INTO THE PLAN

BE SPECIFIC ABOUT YOUR TRACKING

SO…WHEN CRAFTING YOURSEO STRATEGIES

• Plan your KPI’s in advance

• Know what you are tracking and why

• Know who will receive what reports and

when

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#Searchmetrics

@alli12

DON’T BE THIS GUY!

HE SOLVES SEO PROBLEMS

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@alli12

BE THIS GUY!

HE SOLVES CEOS’ PROBLEMS

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@alli12

SEO DATA

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@alli12

CEO DATA*

*Actual data sent to C-suite (excluding redactions)

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@alli12

…AND ROCK STAR DATA

THAT’S REAL VALUE!

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@alli12

SO…

THIS GUY THIS GUY

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@alli12

A ROCK STAR

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@alli12

3TAKEAWAYS

Your CEO CaresAbout SEO Driving

Business Value

Make a Plan to Make it Count

Don’t Be an SEO.Be a Rock Star

#SEJSummit

#Searchmetrics

@alli12

Twitter @all12

Linkedin /allisonfabella

Thank you!

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@alli12