Many of you fight the good SEO fight in-house. You work your butts off, dodging politics, and doing everything in your power to make a case for why the company needs to invest more, or at all, in search engine optimization. But despite your efforts, the boss still doesn’t seem to show an interest in SEO.
How do you make the case for SEO in terms your boss can understand?
Here are four reasons your boss doesn’t care about SEO, and how you can change that.
1. You haven’t turned the data into a story
As humans, even smart humans, we’re not always good at interpreting data. This is troubling since most SEOs spend their day swimming in it. The trick is to take the raw data you receive from your analytics and transform it into something that is easier to understand. Typically, this involves creating a story around it. Note that I said a story, not a PowerPoint presentation.
To build a story around the analytics data, compare and contrast the numbers that tell you where your users are coming from, which links people click, where you’re getting unexpected traffic, and where people are abandoning.