One of the most interesting presentations at Search Engine Strategies was presented by Bill Macaitis, VP Online Marketing at Fox Interactive. Bill Macaitis provided a list of 20 ways to push SEO projects past existing in house/client related barriers. Below is Bill's list and I have also added descriptions as I saw fit.
August 27, 2007
Define the Opportunity: Make sure your strategies are aligned with the goals of the company and the strategies are communicated to the appropriate stakeholders.
Evangelize: When SEO succeeds, let your entire team know.
Sell all Stakeholders: Get buy-in from stakeholders and educate them on the importance of SEO through metrics that matter to them.
Find Allies: Get as many people as you can from your company on board with SEO.
Small Wins: Rather than trying to accomplish everything, create small attainable goals.
Money Words: Capitalize on the words that affect your bottom line.
Education/Training: If your teammates "get" SEO, they will be more likely to buy-into strategies.
Weekly Meetings: Keep teammates and clients informed of tasks/accomplishments with weekly meetings.
Build Relationships: Internally you can better acknowledge teammates you require to help you succeed with SEO. For your clients, create relationships with more than one "champions" within their organization.
Bribes: If you need IT/programmers to help you, take them out to lunch or give them small gifts.
Face to Face with Clients: Build trust by meeting your clients face to face on a quarterly basis.
Internal Competition: If you have 2 teams working on similar projects what better way to motivate them then to have an internal competition.
External Competition: Show how your competitors are performing against you for metrics such as rankings/page views/back links, etc....
Show past Successes: Teammates and Clients will appreciate the rewards for all the hard SEO work.
Past Failures for Not Implementing: Make everyone aware of the failures as they relate to the bottom line of your company's goals.
Ranking Reports: Many executive level individuals love to see how their site is performing for their favorite keywords; give them what they want.
Prioritize Projects: SEO is not the only marketing task therefore it's important to assign priority to projects.
Names on Projects: If individuals are assigned to specific tasks, they will be more likely to finish them.
Deadlines: Time lines and deadlines are an absolute must in order for people to understand the importance of completing tasks.
Accept No Excuses: Don't give up and be persistent because YOUR butt is on the line.
Manoj has been in the Digital marketing industry for over 10 years with experience at some of Canada's largest companies: WestJet and Shaw Communications. Manoj first started in the search marketing industry with Enquiro Search Solutions, where he spearheaded web analytics, SEO Training and the development of cutting edge search marketing solutions for clients. Manoj is also an entrepreneur in the Mobile and Local Deals space.
Manoj is a Professional Speaker having participated at events such as Web Analytics Congress (Amsterdam), Emetrics, Web Analytics Xchange, WebTrends Engage, Internet Marketing Conference, Social Media Innovation Summit and Search Engine Strategies. He has also contributed to several leading online publications such as: Search Engine Land, Marketing Pilgrim, WebProNews, Search Engine Guide and the Web Analytics Assocation.
He founded and successfully sold Web Analytics World (a top 100 Digital Marketing Blog – http://adage.com/power150) and was voted #39th Most Influential Digital Marketer in North America – 2009 (see: www.Invesp.net)