Wednesday, November 22, 2017

How to get the best visibility for your PPC ads in the run-up to Black Friday

In the run-up to Black Friday and the holiday shopping season, retailers are competing like crazy to attract the eyeballs of as many paying consumers as possible through paid search advertising.

But how well is it paying off? To find out, search intelligence platform Adthena has analyzed the paid search landscape in the run-up to Black Friday 2017, indexing more than 15,000 ads and 214 million impressions across 161 sellers of consumer electronics.

The study, shared exclusively with Search Engine Watch, was conducted between November 1st and 13th 2017, and sheds some light on the kinds of PPC ad subjects and messaging that are getting the best response from consumers ahead of the holidays.

iPhone dominates mobile… on mobile

In a not-so-surprising discovery, product ads containing the term “iPhone” out-performed other types of consumer goods – particularly on mobile. Paid search ads with “iPhone” pulled in 8.88% of all impressions on desktop, and gained a hefty 14.89% of all impressions on mobile.

“Phone” was the second-best-performing product ad keyword, with 4.61% of impressions on desktop and 11.55% on mobile, followed by “TV”, which pulled in 3.54% of desktop impressions and 4.22% of mobile impressions.

When it came to the messaging that performed best in Black Friday PPC ads, deal-related ad copy featuring the word “save” was the clear winner, driving close to a fifth (18.79%) of impressions on desktop, and more than a quarter (27.47%) on mobile.

“% off” was the next-best-performing deal messaging on desktop, with 10.03% of impressions, while on mobile, “discount” came in second place at 9.03%. “Sale” took 5.6% of impressions on desktop, while “% off” won third place on mobile with 3.91%.

Ashley Fletcher, Director of Product Marketing at Adthena, says that these differences in the data prove just how vital the language used in ad copy is to the overall success of a paid search ad.

“We can see in the analyzed data that phrase ‘Save’ delivered huge impression share on both desktop and mobile, in comparison to ‘Discount’ or ‘% off’,” he said. “Making this single change in an advertiser’s ad text copy can make all the difference in having a winning search strategy for this fiercely competitive time of year.

“The devil is in the detail, and marginal gains mean success.”

If you’re wondering what kind of discount is the most effective at attracting consumer attention, well, surprise surprise, it’s a big one. Offers for “70% off” gathered the most impressions PPC ad on both desktop (6.89%) and mobile (1.31%).

“30% off” was the next-most-popular discount, though it attracted less than 1% of overall impressions on both desktop (0.84%) and mobile (0.35%). In third place was “40% off”, with 0.58% of impressions on desktop, and 0.23% on mobile.

Black Friday outpaces Cyber Monday, Amazon pushes Amazon

In spite of the juggernaut rise of online shopping, Black Friday still carries more weight than its newer, online-focused sibling, Cyber Monday – even in the electronics industry. According to the data from Adthena, “Black Friday” pulled in 2.99% of all PPC ad impressions on desktop (with 2.41% on mobile), while “Cyber Monday” managed only a paltry 0.12% of all impressions on desktop (0.09% on mobile).

Meanwhile, Amazon is taking advantage of one of the biggest shopping holidays of the year to push its Prime memberships. Across 71,414 Amazon ads with a total of 78,097,823 impressions, the top two-performing phrases by an overwhelming margin were “Amazon”, which took 98.32% of impressions on desktop and 99.79% on mobile, and “Prime”, which attracted 84.71% of impressions on desktop and 97.64% on mobile.

This was bad news for ads with more generic terms like “Shop” or “Low prices”, which attracted just 10.27% of impressions on desktop and 1.79% on mobile (“Shop”) and 8.37% of impressions on desktop and 0.44% on mobile (“Low prices”), respectively.

What do the figures from the study tell us about the types of product searches and purchases that people are carrying out on desktop versus on mobile?

Although there is some variation in the messaging that seems to resonate with users on desktop compared to mobile – mobile users are keen to “Save” but evidently don’t want to “Shop” for “Low prices” – the same leaders tend to emerge across devices, which Fletcher believes demonstrates that shopper behavior is generally device-agnostic, with consumers carrying out their product searches across multiple channels.

“In many instances, mobile is driving higher impression share than desktop, such as with the top performing product ads,” he says. “This tells us that many shoppers are doing their gift browsing on mobile, but desktop still perhaps remains a key part of the path to conversion.”

What can marketers take away from these findings that will help them get the best possible visibility for their PPC ads in the run-up to Black Friday? Fletcher says that actionable insights from data are the key to success in a rapidly shifting landscape.

“Marketers must understand how campaigns are performing and adjust accordingly as quickly as possible,” he says. “Being able to monitor what their competition is doing and changing on a daily basis will have a great impact on their PPC campaigns.

“Today’s marketer wants daily insights into an auction that’s changing rapidly. If a marketer sees that a competitor is pushing 70% discounts and garnering a majority of market share, they can quickly adjust their own strategy in order to continue to remain competitive and capture the audience.”

Tuesday, November 21, 2017

How a Customer Data Platform can improve AdWords performance

According to Hochman Consultants (2017), the average cost of pay-per-click (PPC) advertising is increasing – with the average cost-per-click in 2016 being nearly double that of 2013.

When you consider the fact that Google processes over 2.3 million searches per minute (Business Insider, 2016), this is hardly surprising.

But what can marketers do to ensure that they can attract customers on this increasingly competitive channel, while avoiding these burgeoning costs?

In my previous two articles, I looked at how to stop Google AdWords campaigns from failing by using a Customer Data Platform (CDP) to gain a holistic overview of customer behavior, and how data-driven attribution with a CDP can supercharge your paid search.

In this article, I’ll outline five ways that a Customer Data Platform can improve your AdWords performance and ROI by keeping costs down and attracting new business.

Content produced in partnership with Fospha.

1. Data accuracy

Many businesses continue to struggle with optimizing their keyword bids. The simple reason for this is the fact that, regardless of how modern and advanced your bid management platform is, inputting inaccurate data can hinder success – and be costly to your business.

A Customer Data Platform gathers, integrates and centralizes customer data from various sources to give marketers more control of, and visibility over, their data. This data-driven approach stitches together the customer journey, and uses attribution to accurately assign credit to various marketing channels based on their importance in the path to conversion.

Without this true view of their data, businesses are missing the accurate value of their different channels. They also risk making poor decisions about which marketing channels are beneficial, and which are not, which might result in budget being taken away from a channel which has a huge role in the path to conversion.

With more accurate data, Customer Data Platforms are able to highlight the true value of keywords – allowing your business to pinpoint high and low performing keywords and campaigns, and optimize their spend on paid search.

For instance, with a more accurate data source, Fospha were able to help a client identify that 50% of their keywords weren’t contributing to any conversions. Check out the full case study here.

2. Optimize

Manual bid management can be a laborious task, but with the help of a bid management platform to automate the process, this becomes a quick, effortless and efficient process. The next step lies in super-charging the capabilities of this platform. And the answer lies in an accurate data source.

Combining the power of the Customer Data Platform to discover high and low performing keywords across all channels through this data, with the automation of a bid management platform, enables spend on poorly performing keywords to be quickly reallocated – resulting in an improvement in ROI.

3. Real-time access

Unlike most other Customer Data Platforms, Fospha facilitates real-time interactions for bidding, helping reduce and eliminate the amount of wasted clicks on incorrect audiences. A Customer Data Platform integrates seamlessly with bid management platforms like Kenshoo and Marin to support these real-time interactions, such as bidding on ad clicks.

Real-time access through a Customer Data Platform also enables marketers to automate their bid management through advanced machine learning.

4. Personalization

Marketers are becoming increasingly aware of the importance of moving away from keyword-based marketing, and towards audience-based marketing. However, they can go one step further – making a move towards people-based marketing.

This is no less of a necessity with your bidding strategies. Understanding your audience is crucial, and by utilizing a data-driven attribution model, a Customer Data Platform provides you with a granular understanding of a single customer. From here, you are able to use your data to optimize your targeting and increase conversions by offering more relevant content to your customers.

In addition to this, keyword performance is largely dependent on types of devices used. It is important to boost keywords that do better on mobile and to suppress those that do not. Marin found that by adjusting bids for mobile, their clients enjoyed 10% higher CTR and 2.5% lower CPC than those that failed to do so.

A Customer Data Platform is able to detect these optimized conditions and adjust your bid management strategy accordingly.

5. Bidding strategies

Defining your bidding strategy can drastically improve the performance of your paid search campaigns. However, in order to reach a truly optimized level, different keywords, audiences and goals will require different bidding strategies.

A Customer Data Platform gives you a granular view of all your marketing channels to ensure the strategy deployed is custom to each specific need.

 

Content produced in partnership with Fospha. Views expressed in this article do not necessarily reflect the opinions of Search Engine Watch.

Monday, November 20, 2017

Smart shopping season checklists: Mobile and desktop, content and SEO

Constantly changing consumer behaviors and the demand for more personalized, meaningful experiences have retailers facing huge challenges this year.

Competition in the SERPs is stiff, but winning the click is still no guarantee that the consumer is invested in your shopping experience.

More than half of retailers (source: Soasta.com) have a bounce rate greater than 40%, and just one second in increased page load time can have a 50% impact on your mobile bounce rate. Today’s consumer has zero patience for a poor online experience and will pull the trigger instantly if your brand can’t deliver.

The holidays provide plenty of opportunities to create more personalized content and provide smart content and intelligent experiences both in-store and online. How can you best get in position this holiday season to not only be found, but to engage and delight consumers all the way through, from search to checkout?

Below, I share some tips to help marketers in the coming weeks to get their SEO and content in shape for the holidays (and beyond).

Smart holiday shopping

The holiday shopping season provides a great opportunity for marketers to get smarter about the way they develop and promote content. As SEO and content marketing disciplines converge, the need for smart content has become mission critical. Smart content is discoverable, optimized from the point of creation, and ready to be activated across channels and devices, making it both profitable and measurable.

New research (disclosure – carried out by my company, BrightEdge) shows that ecommerce behavior changes dramatically on major shopping days Black Friday and Cyber Monday. On these days, conversion spikes. Interestingly, online conversion rates increase across desktop, tablet and mobile increase from Thanksgiving to Black Friday and into Cyber Monday. Going into the holiday season, it is good to know that:

  • On Black Friday and Cyber Monday, conversion is double what it normally is
  • Cyber Monday conversion is higher than Black Friday conversion by 10%
  • Desktop takes 67% of overall conversions during the holiday season, with desktop traffic converting at a significantly higher rate than mobile visits.

When it comes down to making that final decision, consumers still like to see what they’re buying, and all of the information surrounding it, on a larger screen.

It is important to note though that our data suggests an earlier holiday shopping season, too, and that consumers were making their big purchase on Thanksgiving and then using discounts to buy things they would have purchased already but with big discounts. Hence the higher conversion rates for Black Friday and Cyber Monday. Read the full report (ungated) for more findings from our research.

As you get ready for the holiday shopping season, make sure that you:

  • Create content that meets your customers’ needs at various points in their journey
  • Develop SMART content and engage audiences with plenty of content about upcoming deals and specials, holiday wish list must-haves and similar content published on your website or blog
  • Ensure that your mobile configuration is correct
  • Add images, icons, buttons and specific (seasonal offerings) calls-to-action as part of the experience
  • Set up your mobile analytics so it reports key metrics separately from desktop data
  • Maintain rank for your high value keywords by creating helpful, consultative evergreen content
  • Double-check your SEO strategy to make sure your content is optimized for organic discovery. Start with these 5 aspects of technical SEO you can’t neglect
  • Ensure that optimize desktop, mobile and tablet strategies and connect them along the buyers journey – from discover and engagement through to final purchase.

Maximize your organic presence throughout the holiday season

Schema markup helps you structure your on-page data in a way that it can be better understood by search engines. As we all know, Google’s #1 goal is to provide searchers the best answers to their needs. Schema helps you show Google all of the ways in which your site content is the best answer for relevant queries.

Schema can help you win extra visibility in the SERPs, too, with expanded results and extra features like Google’s Quick Answers box. It can help you add compelling content like ratings and other rich information that convince searchers to convert to site visitors. At the very least, check these off your list in your pre-holidays marketing prep:

  • Optimize key pages for Quick Answers and mark up accordingly
  • Mark up events you’re hosting in-store and online for inclusion in the Google Events SERP feature
  • Use structured data markup to define business attributes including your NAP (name, address, phone), business type, hours, latitude and longitude, and more
  • Make sure your product pages are marked up so reviews show in the SERPs. This is critical, as 61% of customers read online reviews before making a purchase decision, and 63% of shoppers are more likely to buy if there are product reviews (iPerceptions)
  • Put the most important ecommerce attributes to work for you. Add pricing and availability to your rich snippets, to help consumers make a decision quickly and avoid in-store or online store disappointment after the click
  • Check for common schema errors like typos or incorrect capitalization, and use Google’s Structured Data Testing Tool to make sure you’ve implemented your markup correctly.

Supplement your SEO strategy and deliver a relevant holiday shopping experience

Your PPC and SEO budgets shouldn’t be pitted against one another during holiday season, each fighting it out for their share of the pie. Organic search drives 51 percent of all visits to B2B and B2C websites, and it is important to use PPC to support your SEO efforts; to fill in the gaps in organic coverage and further your conversion opportunities for specific time sensitive promotions.

Ad extensions can give your ads greater functionality and more visibility, while targeting options like dayparting and device targeting reduce waste and get you in front of your ideal audiences when it matters most. And remember, when it comes to site visits, desktop dominates on Cyber Monday, mobile on Black Friday, and tablets on Thanksgiving Day.

These insights can help you tailor your ads and bids to the most receptive audiences on each major shopping day this season. How else can you improve your PPC game in time for the holidays?

  • Accelerate conversions and sales with targeted campaigns aligned with your content strategy or featured products
  • Focus your organic search efforts on aligning with consumer intent, and use PPC to tap into queries that indicate imminent purchase behavior
  • Take advantage of the second holiday shopping rush by advertising post-holiday sales over the holiday week, when many people are off work and traveling
  • Use social PPC (Facebook and Twitter Ads) to get your ads in front of super granular, targeted audiences in the moments that matter most
  • Make best use of each of the Bing Ads and Google AdWords features available to you, including targeting options and various ad formats that can help you stand out in the SERPs
  • Deliver an optimal experience after the click by following through on the promise of ads with a seamless shopping experience.

Optimize for experience to improve conversion

Your number one priority in conversion optimization this holiday season has to be mapping your content to the customer journey, then aligning this to the days that matter most for revenue. It’s not all about Black Friday vs. Cyber Monday; Thanksgiving Day might actually be your best day for revenue generation.

Run through this checklist in the holidays lead-up to turn more of your lookers into buyers:

  • Test and analyze your shopping cart and checkout experience via a mobile device
  • Use your category pages to guide users, who are often undecided about the exact product they’ll purchase, towards your product pages and ultimately, a decision
  • Address user uncertainty on-page by answering frequently asked questions where it actually matters: on category and product pages. Consumers won’t go digging for information on shipping, return policies, etc.
  • Provide social proof by way of embedded reviews on product pages. Consumers want to see what types of experiences others are having with your brand and products before they’ll commit to purchase
  • Examine conversion rates by page speed, and optimize for a more efficient shopping experience. Load only your best converting image on page load and use interaction triggers to add other items as needed.

The holiday shopping season provides great opportunities to create more personalized content and provide intelligent experiences both at the store and online.

To maximize performance, marketers need to focus on understanding and creating smart content and shopping experiences to attract, engage and convert customers at the right time and on the right device.

Friday, November 17, 2017

Black Friday SEO: Last-minute tips for the holiday season

Black Friday kicks off a shopping season that lasts through Christmas each year, with online retailers vying for the profitable attention of consumers. With spending expected to rise by 47% this year, competition will be fierce.

SEO can make a significant ecommerce contribution; some final tweaks can make the difference between rising to the top of results and languishing at the bottom of page one.

The holiday season begins in earnest for ecommerce companies with the Black Friday weekend, bookended by Black Friday (November 24) and Cyber Monday (November 27).

Black Friday (the day retailers traditionally go ‘into the black’ due to the bumper sales) follows Thanksgiving in the US and kicks off a spending spree that typically continues through the Christmas period. The digital revolution has facilitated huge growth in spending worldwide, even spawning the online-focused Cyber Monday counterpart to satiate consumers’ desire to pick up a bargain.

Although dwarfed by China’s equivalent, known as ‘Singles Day’, which recently posted $12 billion in sales on Alibaba alone within just 2 hours, Black Friday holds particular significance for retailers in the US and beyond.

For context, the following statistics should paint a clear picture of the importance of this period for online stores:

  • 2017 spending is predicted to rise by 47% over the same period in 2016
  • Shoppers in the US spent $3.39 billion on Cyber Monday last year and $3.34 billion on Black Friday
  • The Black Friday week brought sales of £6.5 billion in the UK in 2016
  • The average American consumer will spend $745 over the Black Friday weekend
  • Target sold 3,200 TVs per minute during the first hour of Black Friday last year.

Brands have been planning for the holidays for a long time already, so the focus will now turn to any last-minute changes that can help tempt consumers to their site and provide a seamless transaction experience when they get there.

SEO is quite rightly considered a long-term investment and strategies take time to come into effect, but some fine-tuning can still reap dividends in the immediate short term.

The tips below are intended to give ecommerce sites an SEO performance boost – just in time for the holiday period.

Focus on keyword groups with a high ROI

All brands are aiming to maximize revenues over the holidays, which leads to an increase in activity as their marketing strategies kick into action.

Search demand patterns change too, as consumers seek inspiration across a range of digital media.

This opens opens up new opportunities; search results are affected by these forces and they change in response to the surrounding stimuli. Intelligent targeting of the right queries at the right moments can see brands move into top positions and capitalize on demand peaks.

Historical data from Google Trends or Keyword Planner can highlight the types of queries that tend to increase around this time of year. Typically, modifiers including ‘best’, ‘gift’, ‘deals’, or ‘cheap’ will be popular with shoppers on the lookout for the right present.

There’s nothing revolutionary about that, but adding these terms to basic SEO elements like internal links, title tags and meta descriptions can make all the difference.

Our guide to advanced keyword research is a great place to start this process, as it helps marketers to isolate short-term opportunities and strategize accordingly.

Use existing landing pages for high-volume terms

It helps if you are using an authoritative page to target profitable queries at the most competitive time of year. With only a couple of weeks until Black Friday, it would be a pretty tall order to launch a brand new page and rank in positions 1-3 for the most important terms,

And yet, many brands do exactly this every year. Rather than having one static Black Friday page and another for Cyber Monday that can be updated every year, they launch a new page every time the holidays roll round.

After all, the trend is predictable; we know searches for [black friday] are about to take off:

black_friday_searches

The retailers that make the most of this will have had a Black Friday page in place for years already, which benefits from the backlinks that have been sent to the site every year. Small updates, such as adding the year 2017 into the copy and title tag, will help the page gain relevance for this year’s searches.

Once the holidays pass, update the content to move shoppers to more relevant deals and allow the page to accrue SEO value until next year.

Add new content to cover new SEO opportunities

There are less obvious trends to make use of, too.

Recent analysis of BrightEdge data by Eugene Feygin revealed a very significant increase in the number of rich snippets returned for ecommerce queries over the past year. In fact, the research found that there has been an increase in the number of rich snippets of over 26% within the last five months.

Unsurprisingly, Amazon has benefited to a greater degree than most:

BrightEdge_QA

But the same opportunity exists for all retailers.

Given the prominence that is afforded the these quick answers, in what has come to be known as ‘position zero’, it seems too great a prize to ignore.

The question, then, is how to format content to increase its likelihood of being pulled programmatically as a rich snippet.

There are no black-and-white rules to this, but there are steps we can take to help our chances. For example, using Schema.org mark-up to provide Google with structured data about product features or prices will help greatly, and tools like Moz Keyword Explorer can help identify popular questions.

Repurpose old content to create gift guides

According to Google’s trend report from 2016, more than 70 percent of digital shoppers started their holiday shopping without something particular in mind that they wanted to buy.

The search journey doesn’t end when someone clicks through to a website, of course. With user engagement factors continuing to play a pivotal role in SEO successes, we need to understand the consumer’s intent and match that up to the experience they receive when they land on the site.

Walmart provides a good example of how this can be achieved. They have a range of gift guides, which are categorized by the type of gift the consumer is thinking of, and also for whom they are planning to buy.

walmart seo

It is possible to go further still, through segmentation of content by the consumer’s level of certainty about the product they want to buy. The site can ask these questions to use as prompts to personalize the experience, with live chatbots playing an ever greater role in this area.

This must be complemented by an oft-overlooked aspect of ecommerce SEO: optimization of internal search. A report by Visualsoft found that 17% of UK retailers do not pay attention to the effectiveness of their internal search engine, but this should be taken into account by all ecommerce sites. To do so means making use of autocomplete searches, product recommendations based on search history, and personalized results.

These points require the refinement and adaptation of existing assets for most brands, so they can still be considered quick win activities for the holidays.

Optimize for speed

Back in 2012, Amazon calculated that just one second of slowdown in page load speed costs them $1.6 billion in lost sales, a number that can only have grown in the intervening years.

The aforementioned report from Visualsoft made blunt a point of which we are all aware: when providing a great ecommerce experience, speed matters. It also highlighted how far a lot of online retailers are from meeting the benchmarks expected of them by their customers:

Page_loading

Source: Visualsoft

In addition, new research from BrightEdge (full report here) has highlighted the peak traffic days across devices:

brightedge

This data shows that while mobile traffic peaks on Thanksgiving, it is desktop that takes the lion’s share of visits on Cyber Monday. Moreover, BrightEdge’s research found that desktop takes 67% of overall conversions in the holiday season, as its traffic converts at a significantly higher rate than mobile visits.

Marketers need to be in prime position to move these consumers through to their intended transaction, as they research on one device and come back to convert on another.

Therefore, if there is only one area of on-site experience that SEOs can contribute towards, it should be page load speed. Improved speed can help rankings directly, but it is also a proven way to improve conversion rates on mobile, desktop, and tablet.

The road to achieving this will depend on the website in question, but some best practices would be:

  • Minimize the number of HTTP requests required to load the page
  • Reduce the number of redirects needed to arrive at the final URL
  • Compress or re-size images.

Optimize mixed media assets

It stands to reason that with so many shoppers seeking inspiration, images and videos are essential components of an SEO strategy for the holidays.

At the last minute, brands are likely to have their media strategies set in stone, but SEO can always help to attract more traffic to these assets.

As such, we should be thinking about optimization for search engines like Pinterest and YouTube, and not just Google and Bing.

That said, Google’s universal results provide an excellent opportunity to draw more traffic if images and videos are optimized for the right queries.

Therefore, SEO research for the holiday season should aim to identify the keyword categories and types for which images and videos are returned in the SERPs. Keyword tools like BrightEdge and SEMrush provide a way to do this at scale, helping marketers to evaluate the best areas to apply their efforts.

Take lessons from other digital marketing channels

With such limited time left to test SEO changes, retailers should look to paid media channels to find quick, substantial lessons to apply to organic search. PPC ad copy can be a goldmine for these insights, as is reveals the triggers most likely to appeal to consumers when they are searching. Take the best-performing ad copy variations from paid search and incorporate these into SEO messaging to draw a higher click-through rate.

Recent research into social media ad performance also found that informal, conversational language works best. People tend to be in a different mindset when on social media compared to search, which is driven by their underlying intent and the different natures of the platforms. However, this tone of voice could still be worth testing within PPC ads to see if it helps brands stand out and connect.

That said, we need to bear in mind that consumers don’t think in terms of SEO, PPC, or social media when they are shopping for gifts. They move between these channels and expect a consistent tone in their interactions with a brand.

SEOs should look to broader consumer surveys to understand the role their channel can play to ensure that this consistency is achieved.

One such study from Astound Commerce asked, “Which of the following will most likely prompt you to visit a retailer online this holiday season?”

Consumers, who were prompted to select all of the responses that applied to them, revealed just how many factors can potentially come into play:

Black_friday_1

This is a complex set of interconnected communications, but there are a few clear takeaways for SEO. For example, promotions are a key driver of traffic, so we should add any relevant deals into on-page copy and meta tags.

Make sure your servers are ready

The SEO team at any retailer has important responsibilities on the technical side of things over the holidays.

If all goes to plan, there should be a significant surge in the number of visitors to the site over a short period of time, which can play havoc with servers. Downtime is particularly disastrous at this time of year, so take steps to prepare.

It is worth visiting the site’s error logs to see if there is anything you can fix in advance of the traffic increase, and make sure you have a dedicated point of contact on stand-by if any issues should arise over the holiday season.

Thursday, November 16, 2017

Here’s how to get executives excited about SEO

As an SEO expert at your company – maybe the SEO expert – you may find yourself needing to persuade executives to invest more in your company’s SEO practices.

Championing SEO means successfully selling the right company leaders on the benefits, demonstrating the effectiveness and wisdom of your specific SEO strategy, and, more often than not, including a few convincing facts about why it will make them look good.

Here are four practices you should use to your advantage when trying to win executive support for your SEO proposals:

1) Understand your executive audience before you even step in the room

When you enter the executive meeting to present your SEO plan, know exactly what you’re getting into. Is this a group discussion, or are you going in one-on-one? What will keep the attention of this particular individual or group, and what are the expectations for this meeting on the other side of the table?

In presenting your plan, it’s important to tell executives everything they need to know in order to say yes. This means explaining the very specific goals that your SEO proposal will help the business achieve. Clearly explain any costs and risks as well, so that executives have the information to make a fully informed decision.

Remember that they may even have to sell what you’re proposing at the level above them. If it’s possible to tailor what your asking for and how you present it to align well with current budgeting and company strategy, do so.

Overall, try to hand executives the ready-made case they need to fully convince both themselves and others how a greater investment in SEO will positively affect the bottom line.

2) Prepare a presentation that’s focused, powerful, and to the point

Take the time to practice and refine your presentation, focusing on a tight collection of points that you want – and need – to make. It also doesn’t hurt to use a few tricks from the advertising world, from plain old flattery to the bandwagon approach.

Make it clear that a proper focus on SEO is what smart companies are doing to succeed, and that this focus will serve to increase exposure for the tremendous work being done by creative and other teams. Also explain how “everyone else is doing it,” especially through presenting information that highlights where competitors have superior SEO practices and are beating your company in search rankings.

A little competitive spirit and FOMO can help put the push for SEO in perspective and get executives animated about how your company can respond – a response plan you ought to have ready as well.

3) Stick to terminology your audience can understand

Remember that the executives in your audience probably don’t understand SEO terminology at an expert level. That said, you shouldn’t hesitate to provide specific examples and information that will help draw them in; just be sure to avoid SEO jargon with which non-experts aren’t familiar.

For example, you may want to talk about metadata and KPIs, but your audience may need a bit of guidance to navigate these terms. You can accomplish this with rephrasing, such as changing metadata to “how searchers view your result on the search engine results page”, and KPIs to “specific data points that matter.”

4) Present those specific data points that matter

When weaving the narrative you present to executives as to how an investment in SEO will achieve intended results for your company, ensure that they take it as more than a fairy tale: ground everything in actual data.

From an internal execution standpoint, this means getting specific with the costs, personnel, and bandwidth required. It also means setting target goals the potential visibility and profit your company’s SEO efforts will deliver.

Don’t be afraid to dive into the real metrics that your proposal has been crafted to improve. This will likely include specific information like customer acquisition cost (CAC), the marketing percentage of CAC, the ratio of customer lifetime value to CAC, the time to payback the CAC, and the marketing originated/influenced customer percentages.

If your presentation can convincingly demonstrate how your SEO efforts will return favorable numbers for these metrics, there’s a good chance that executives would be smart to listen to you – and that they will.

Kevin Gamache is Search Strategist at Wire Stone, a digital marketing agency part of Accenture Interactive.