Posted to Volacci's blog on March 24th, 2011

So You Want to Talk to Your Boss About SEO

What do you say? How do you sell him on it? How’s he going to react? These are just a few of the questions you may ask yourself when you decide you want to talk to your boss about SEO.

But wait. What is SEO?

SEO is simply the combination of on page and off page activities used to drive traffic to your website via organic listings in the search engines.

For instance, let’s say you’re in the market for some new shoes and you go to Google to do a search for blue nikes. Once you enter the phrase "blue nikes" and click search you'll soon see a list of results down the left hand side of the page. These are called organic listings. This is what SEO is all about. Trying to ensure that your website is the first thing people see when they type in a particular keyword. In this case "blue nikes".

Now, you may not be trying to selling Nikes but you are trying to sell something, which is probably why you're trying to sell your boss on SEO.

So, how do I drive traffic to my company's website?

Well there are things you can do on page and off page to help drive traffic to your website.

On page activities may include:

Adding Meta-keywords
Writing Keyword Rich Meta-descriptions
Checking Your Internal Link Structure
Writing Relevant Content
Setting Up A Sitemap

Off page activities may include:

Link Building
Guest Blogging
Uploading Videos to Youtube
Sharing Photos on Flickr
Setting Up Your Business in Google Places

All of these activities help drive traffic to your site. Going back to our Nike example, when you did the search for blue Nikes you might have noticed in the natural listings pictures, videos, and even links to places where you could buy Nikes. All of these are potential examples of how SEO can drive traffic to your site.

So what's the benefit of driving traffic to your site?

Well it's not just any traffic. It's targeted traffic. What I mean by that is by working with a SEO company they will help you find searchers who are looking for what you're trying to sell.

Normally this is determined by selecting specific keywords or key phrases. Once you and your SEO firm have agreed on these keywords they can start changing the content on your site to drive more traffic.

More traffic, more sales right?

No one can guarantee more sales but, and this is a BIG but, but you have the potential to increase sales if you drive the right traffic to your site. And this is why when hire a SEO firm that you have to hire someone who knows your business and is just as excited about your business as you are.

You may be a marketing manager, an administrative assistant or a web developer. Either way you're going to have to try and sell SEO to someone in your organization.

First you'll need to define what SEO is. Then you'll need to explain how SEO works and lastly you have to be able to tell your boss how you think it will benefit your company.