SEO and Conversions from a C-Level perspective

[OscarSE]

Hi guys!

Do you have any suggestion about articles about how to work with conversions and SEO from a C-level perspective? I know it is very open question, but there might be articles like (https://moz.com/ugc/how-can-pr-seo-and-ceo-people-work-together-for-link-building) that are great and written on this subject. Could you please share if you have any examples?

I'm thinking for these perspectives:

• What knowledge and insight does a management team need to take control and drive the SEO and CRO related work (from a executive level)?

• How do the management team connect business strategy and goals with the SEO and CRO area?

Have a great day!

[ioanacdn]

The reality is that it depends. I met CEO's with extensive experience that understand every aspect of a specification and CEO's that only care about the final result. In the second case the best technique is to try to estimate in terms of revenue the impact of your recommendations and stay out of too many details.

[RuthBurrReedy]

Hi! Here are a few you might like:

• https://www.clickz.com/clickz/column/1715579/building-optimization-into-your-business-culture
• http://sitetuners.com/blog/will-your-clueless-ceo-ever-support-conversion-rate-optimization/
• http://growthhackers.com/videos/unbounce-ceo-rick-perreault-talks-about-using-content-to-grow-his-business/
• http://conversionxl.com/unlocking-your-business-growth-strategy/
• https://www.clickz.com/clickz/column/2157124/combining-seo-cro-conversion-rates#

From my perspective, here are the biggest things a CEO can do to lead and foster a thriving SEO and CRO program:

• Be very clear on the goals of the project, make sure the goals are realistic and that everyone agrees they are realistic, and set a time frame to achieve them. You can tie this to business goals by understanding how each piece of the puzzle fits together. For example, you might say "we want to make an extra $X in revenue this year. We made $Y last year. If we can increase organic traffic to the website by A% and increase overall conversion rate from the website by B%, that will contribute $Z toward that goal."
• Create an environment where it's not only easy, but required that SEO and CRO teams are working together and sharing data. If teams won't work well together, build those goals into their performance reviews and make it clear it's a requirement of their jobs.
• Make sure the SEO team is included on decisions about CRO tools, and that they're involved in implementation, so that CRO isn't implemented in a way that will negatively impact SEO.
• Dedicate some developer resources specifically to SEO and CRO projects. Once a CRO test has generated results, make sure those findings are implemented quickly.

I think the biggest things that negatively impact a cross-team program are siloing (nobody knows what's going on with anybody else), lack of resources, and a disconnect around goals.

I hope that helps!