“Search sits at the core of online behavior. People spend more time on the Internet than watching TV. What customers put in the search bar is the expression of intent”, said Seth Besmertnik, CEO of Conductor, and presenter at the SEO in the Boardroom: Tangible Search Metrics session at SES New York. The session emphasized the importance of executive buy-in when it comes to investing in organic search, and a wealth of tips on how to go about winning it.
“SEO is about optimizing content so people can find it. Many people play a role in various stages of creating content, yet SEO often has no functional ownership of this process. It is imperative to get the C-suite engaged”, said Besmertnik. Before traveling down the path of strategy and implementation, you must first sell the C-Suite on making the investment in SEO.