Dealing With That Key Exec Who Thinks All SEO Is Spam
You have put together a great SEO plan for 2015. Youre going to do the right things with your website architecture. You will take the content on site through a major upgrade. You have a great content marketing campaign in mind, one that will drive your SEO visibility through the roof.
The problem is, one of your companys key execs (the Objecting Exec) simply believes that all SEO is spam, or that its some sort of voodoo done in the back room.
Unfortunately, to that exec, its not a core marketing function. This person believes that you dont belong on the team, and this objection is going to destroy any chances you have of getting your company to do things the right way.
In my last column, I wrote about what to do when the CTO Hates Your SEO Project; in this one, I am going to concentrate on what to do when key people see your entire livelihood as a dirty black art.
Lets be fair about this: SEO earned this reputation. In the early days of SEO, a large percentage of the people that were practicing used some form of questionable manipulation.
SEO work did not need to be connected to the rest of the marketing team at all. The SEO team might be a single person sitting in a dark room with no windows, where you would occasionally shove food through a slot in the door.
In this world of isolation, they would work their magic. Bits would get twiddled, often in ways that did not visibly impact the appearance of the website, and traffic would rise.
In addition, they would go contact sites all over the web to get links to your site, usually from sites you did not want to be associated with. But it did not matter, because these sites were on dark corners of the web where no one ever went anyway. And, again, traffic would rise.
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Dealing With That Key Exec Who Thinks All SEO Is Spam