Another Sneak Peek
The C-Suite Blind Spot is the title of the third book in the series titled “Managing SEO“. Its byline is “Winning in Organic Search for the C-Suite“.
Background
These three books started as a single manuscript, titled, “Managing SEO“. I shared it with several non-SEO friends as they are current and former NASDAQ company CEOs. Some couldn’t be bothered to read it. Uh oh.
Some said it was “too technical” in parts. Therefore, the “technical” parts have been hived off into the second book – Is Our SEO Working? The bulk of the manuscript was moved to the first book – Accidental SEO Manager.
A couple of ex-NASDAQ CEO classmates said that nobody in the C-Suite would buy an SEO book. At best, they might buy it and put it on their bookshelf. That extract from the original manuscript will be this – the third book – “The C-Suite Blind Spot“, also slated for release after the second book is out there.
Approach
Rightly or wrongly, I have felt that companies are leaving money on the table by “neglecting” SEO. Merely employing someone with “SEO” in their job title or engaging an agency does not always equate to good SEO. This might be true of many other roles in companies, but I am picking on SEO because it has no formal academic support and almost anyone can call themselves an SEO. It is largely a self-taught profession. Organic search accounts for 30% to 60% of sales for some e-commerce companies, but SEO is often delegated to a rather junior person.
I also have long experience in companies where my SEO efforts were thwarted by my managers, who gave the impression they did not care about losing sales. Of course, that was not possible, but rejecting SEO advice can cost lost traffic, which equates to sales. Perhaps it was the C-suite who made their job harder. Perhaps it was ignorance of what it takes to get SEO success. These books will help such companies.
Contents (A sample only)
Preface
- SEO Ignorance Leaves Money on the Table
- The Business Case for SEO
Search Engine Optimization
- SEO Basics
Quantifying the SEO Investment
- SEO Return on Investment
- A Rough SEO ROI Calculation
- Leads
- A Fine-Tuned SEO ROI Calculation
- SEO Opportunity Calculation
- Funding and Justifying an SEO Initiative
- Calculation of Anticipated ROI
- Prioritization Frameworks
Positioning the SEO Function
- Real-Life Examples
- Job Titles
- Elevating the SEO Function
- An Independent Website Team
- Structured SEO in Company-wide Workflows
- Culture/Collaboration
An Ideal SEO Ecosystem
- When to Invest in SEO
- An Ideal SEO Budget
- SEO Salary Levels
- Taxation Implications of SEO
- Good Website and SEO Governance
- SEO Reports
- Building the Right Way
- Digital Asset Management
- Product Information Management Systems
- Quality Assurance Categories
- Sharing of Knowledge
- Reviews and Ratings
- Site Rebuilds
- An SEO Audit
- Conversion Rate Optimization
- Wider Use of the SEO Team
Friendly Fire
- General Objections to SEO
- The Recruiter
- Finance
- Marketing
- Legal
- Product Owners
- User Experience
- IT – Security, Networks, Platforms, Architecture
- Content Managed by Others
- Analytics
- Website Rebuilds
- Social Media
- Public Relations (PR)