Resistance To SEO
Soon, someone – probably the bright junior – in your organization will tell you that SEO is important and you must splash out for it because it is and will be the most important part of your communication plan. There will be many who tell you the opposite and you will be tempted to not spend the money. But because it is the burden of a good CEO to listen and learn, you need to well, listen and learn how to overcome your resistance to SEO.
CEOs of my acquaintance are of two types: the Type A is mercurial and eager to test any new idea. The Type B CEO is a cautious animal. And every organization has its naysayers – typically senior management panjandrums who fear that technology will phase them out. And it’s hard not to pay attention to a large swathe of senior colleagues who want to tell you that change is bad and tradition trumps technology.
Well, saying “no” is a great cover-your-ass way out of a decision. But safe is sometimes sorry and y0u at least want to – indeed, should – know why you said “no” to something.
So, here’s an unusual checklist. It makes you accountable for your power to deny. This checklist merely sets you up to keep a track of your frame of reference, and your body language.
To know yourself:
- Are you financially-minded?
- Are you technical?
- Are you a show-me-the-money CEO?
Once you figure out where you are coming from, use it to answer the following:
- Can you define your objections to SEO? Or do you think the burden of proof is upon your junior colleague to convince you of your future?
- Are you listening respectfully to your junior, or do you believe it is the junior’s responsibility to respectfully help you figure out you own mind?
- If you don’t get it at first, are you ready to ask for a second presentation and use the time to google the hell out of what you heard? Or will you say, “No is no until you convince all the seniors of the new plan.”
Recognize that there is an overwhelming amount of evidence online that SEO is not just the old new big thing but that anyone without a massive ad budget, SEO will be the only thing.
Recognize that your colleague who is trying to introduce SEO to the company is doing so because he or she is interested in its future. There is no pizazz and glory in SEO and it’s mostly a seemingly interminable toil; the least of it should be facing an internal resistance to SEO.
Recognize also that while there are many tools to measure SEO, there is no one way to do it. SEO cannot immediately be correlated to sales and that the KPIs and ROIs of SEO will be similar to that of trying to assess traditional advertising and PR.
Lastly, remember that for someone trying to present SEO as the new direction for the company, while being of intangible benefit, these are the nightmare resistance to SEO scenarios:
- The CEO has a friend, or a nephew or worse, a daughter who knows “all about SEO.”
- The CFO says, “It costs too much! Unless you can guarantee clicks, there is no point in SEO.” ” – without knowing anything about costs.
- Or, in the collective lack of wisdom of the seniors, SEO is just another fad.
While you, the CEO, gets your arms around the SEO agenda, here’s an entertaining site from Google on how they search and throw up results: http://www.google.com/insidesearch/howsearchworks/thestory/
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