What Every CMO Should Know About SEO
Below is a MRR and PLR article in category Internet Business -> subcategory SEO.
What Every CMO Should Know About SEO
Summary
Many executives get caught up in the technical details of SEO, overlooking its strategic value. While aspects like meta tags and visits can seem trivial to stakeholders, what matters most are results?"specifically, generating higher quality leads.
Introduction
Search engine optimization (SEO) is no longer a secret tool for tech-savvy marketers. Even traditional companies need to ensure visibility on search engines like Google and Yahoo as these platforms are crucial for prospects and influencers seeking products and services.
The Strategic Importance of SEO
Often, companies disregard search optimization because senior management doesn't understand it well enough to prioritize it. This lack of support leads marketing and sales teams to rely on traditional tactics, missing out on one of the most effective ways to engage prospects.
Executives frequently focus too much on the technicalities of SEO. However, what's truly important is how SEO strategies translate into improved and increased leads.
Key Questions for CMOs
What Actions Do We Want from Our Web Visitors?
Define the primary action you want from visitors, whether it’s requesting a demo or filling out a form, and communicate this clearly to all stakeholders. You may have multiple actions, and tracking them is essential.
How Many Search Visitors Convert Monthly?
Focus on search visitors to gauge SEO performance. Tracking conversion numbers provides insight into the quality of your search traffic. If 99% of visitors aren't converting, attracting and converting the right traffic remains a critical challenge.
What Percentage of Search Visitors Leave Quickly?
If many visitors leave within 10 seconds, assess whether you're attracting the right audience and whether your site meets their needs. Companies often invest heavily in driving traffic, only to see most visitors leave almost immediately.
Which Search Phrases Are We Targeting?
Identify search phrases your ideal prospects and influencers use. Many searches occur during the research phase, often by individuals without deep technical knowledge of your product. Use research tools to compile a list of about 20 target phrases that align with how your audience searches.
How Frequently Do We Appear for Our Target Phrases?
Evaluate your visibility on search engines like Google, Yahoo, and MSN for your chosen phrases. It's important not only to focus on where you rank but also on missed opportunities where you don’t appear.
How Do We Compare to Competitors?
Just as you track competitors' presence at industry events, analyze how often they appear on search engines compared to your company. The internet is the largest tradeshow, and search visibility is key.
Bringing It All Together
A CMO should also focus on metrics such as opportunities generated, cost per opportunity, and revenue. Many assume someone else tracks this data, but often that’s not the case. Acting on the basics outlined here can enhance the measurement of your online efforts’ effectiveness.
Access to this data relies on a well-developed SEO strategy and basic tools. If you're not leveraging this information, you're missing a critical business development channel. Given the resources you invest in generating new business, SEO might be the most efficient and affordable way to fill your pipeline.
You can find the original non-AI version of this article here: What Every CMO Should Know About SEO.
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