5 Common Objections to SEO (& How to Respond) – Best of Whiteboard Friday

KameronJenkins

Posted by KameronJenkins

With marketing budgets taking a hit under the economic strain of COVID-19, advocating for the value SEO can bring to a struggling business is a new take on an old battle. This popular Whiteboard Friday episode by Kameron Jenkins covers five common objections you’ll hear to SEO and how to counter them with smart, researched, fact-based responses — an important skill to brush up on now more than ever.

Click on the whiteboard image above to open a high-resolution version in a new tab!

Video Transcription

Hey, everybody. Welcome to this week’s edition of Whiteboard Friday. My name is Kameron Jenkins, and today we’re going to be going through five common objections to SEO and how to respond. Now I know, if you’re watching this and you’re an SEO, you have faced some of these very objections before and probably a lot of others.

This is not an exhaustive list. I’m sure you’ve faced a ton of other objections, whether you’re talking to a potential client, maybe you’re talking to your friend or your family member. A lot of people have misunderstandings about SEO and that causes them to object to wanting to invest in it. So I thought I’d go through some of the ones that I hear the most and how I tend to respond in those situations. Hopefully, you’ll find that helpful.

1. “[Other channel] drives more traffic/conversions, so it’s better.”

Let’s dive in. The number one objection I hear a lot of the time is this other channel, whether that be PPC, social, whatever, drives more traffic or conversions, therefore it’s better than SEO. I want to respond a few different ways depending. 

Success follows investment

So the number one thing I would usually say is that don’t forget that success follows investment.

So if you are investing a lot of time and money and talent into your PPC or social and you’re not really doing much with organic, you’re kind of just letting it go, usually that means, yeah, that other channel is going to be a lot more successful. So just keep that in mind. It’s not inherently successful or not. It kind of reflects the effort you’re putting into it.

Every channel serves a different purpose

Number two, I would say that every channel serves a different purpose. You’re not going to expect social media to drive conversions a lot of the time, because a lot of the time social is for engagement. It’s for more top of the funnel. It’s for more audience development. SEO, a lot of the time that lives at your top and mid-funnel efforts. It can convert, but not always.

So just keep that in mind. Every channel serves a different purpose. 

Assists vs last click only

The last thing I would say, kind of dovetailing off of that, is that assists versus last click only I know is a debate when it comes to attribution. But just keep in mind that when SEO and organic search doesn’t convert as the last click before conversion, it still usually assists in the process. So look at your assisted conversions and see how SEO is contributing.

2. “SEO is dead because the SERPs are full of ads.”



The number two objection I usually hear is SEO is dead because the SERPs are full of ads. To that, I would respond with a question. 

What SERPs are you looking at? 

It really depends on what you’re querying. If you’re only looking at those bottom funnel, high cost per click, your money keywords, absolutely those are monetized.

Those are going to be heavily monetized, because those are at the bottom of the funnel. So if you’re only ever looking at that, you might be pessimistic when it comes to your SEO. You might not be thinking that SEO has any kind of value, because organic search, those organic results are pushed down really low when you’re looking at those bottom funnel terms. So I think these two pieces of research are really interesting to look at in tandem when it comes to a response to this question.

I think this was put out sometime last year by Varn Research, and it said that 60% of people, when they see ads on the search results, they don’t even recognize that they’re ads. That’s actually probably higher now that Google changed it from green to black and it kind of blends in a little bit better with the rest of it. But then this data from Jumpshot says that only about 2% to 3% of all search clicks go to PPC.

So how can these things coexist? Well, they can coexist because the vast majority of searches don’t trigger ads. A lot more searches are informational and navigational more so than commercial. 

People research before buying

So just keep in mind that people are doing a lot of research before buying.

A lot of times they’re looking to learn more information. They’re looking to compare. Keep in mind your buyer’s entire journey, their entire funnel and focus on that. Don’t just focus on the bottom of the funnel, because you will get discouraged when it comes to SEO if you’re only looking there. 

Better together

Also, they’re just better together. There are a lot of studies that show that PPC and SEO are more effective when they’re both shown on the search results together for a single company.

I’m thinking of one by Seer, they did right now, that showed the CTR is higher for both when they’re on the page together. So just keep that in mind. 

3. “Organic drives traffic, just not the right kind.”

The number three objection I hear a lot is that organic drives traffic, just not the right kind of traffic. People usually mean a few different things when they say that. 

Branded vs non-branded

Number one, they could mean that organic drives traffic, but it’s usually just branded traffic anyway.

It’s just people who know about us already, and they’re searching our business name and they’re finding us. That could be true. But again, that’s probably because you’re not investing in SEO, not because SEO is not valuable. I would also say that a lot of times this is pretty easily debunked. A lot of times inadvertently people are ranking for non-branded terms that they didn’t even know they were ranking for.

So go into Google Search Console, look at their non-branded queries and see what’s driving impressions and clicks to the website. 

Assists are important too

Number two, again, just to say this one more time, assists are important too. They play a part in the eventual conversion or purchase. So even if organic drives traffic that doesn’t convert as the last click before conversion, it still usually plays a role.

It can be highly qualified

Number three, it can be highly qualified. Again, this is that following the investment thing. If you are actually paying attention to your audience, you know the ways they search, how they search, what terms they search for, what’s important to your brand, then you can bring in really highly qualified traffic that’s more inclined to convert if you’re paying attention and being strategic with your SEO.

4. “SEO takes too long”

Moving on to number four, that objection I hear is SEO takes too long. That’s honestly one of the most common objections you hear about SEO. 

SEO is not a growth hack

In response to that, I would say it’s not a growth hack. A lot of people who are really antsy about SEO and like “why isn’t it working right now” are really looking for those instant results.

They want a tactic they can sprinkle on their website for instant whatever they want. Usually it’s conversions and revenue and growth. I would say it’s not a growth hack. If you’re looking at it that way, it’s going to disappoint you. 

Methodology + time = growth

But I will say that SEO is more methodology than tactic. It’s something that should be ingrained and embedded into everything you do so that over time, when it’s baked into everything you’re doing, you’re going to achieve sustained growth.

So that’s how I respond to that one. 

5. “You can’t measure the ROI.”

Number five, the last one and probably one of the most frustrating, I’m sure this is not exclusive to SEO. I know social hears it a lot. You can’t measure the ROI, therefore I don’t want to invest in it, because I don’t have proof that I’m getting a return on this investment. So people kind of tend to mean, I think, two things when they say this.

A) Predicting ROI

Number one, they really want to be able to predict ROI before they even dive in. They want assurances that if I invest in this, I’m going to get X in return, which there are a lot of, I think, problems with that inherently, but there are some ways you can get close to gauging what you’re going to get for your efforts. So what I would do in this situation is use your own website’s data to build yourself a click-through rate curve so that you know the click-through rate at your various rank positions.

By knowing that and combining that with the search volume of a keyword or a phrase that you want to go after, you can multiply the two and just say, “Hey, here’s the expected traffic we will get if you will let me work on improving our rank position from 9 to 2 or 1” or whatever that is. So there are ways to estimate and get close.

A lot of times, when you do improve, you’re focusing on improving one term, you’re likely going to get a lot more traffic than what you’re estimating because you tend to end up ranking for so many more longer tail keywords that bring in a lot of additional search volume. So you’re probably going to even underestimate when you do this. But that’s one way you can predict ROI. 

B) Measuring ROI



Number two here, measuring ROI is a lot of times what people want to be doing.

They want to be able to prove that what they’re doing is beneficial in terms of revenue. So one way to do this is to get the lifetime value of the customer, multiply that by the close rate so that you can have a goal value. Now if you turn on your conversions and set up your goals in Google Analytics, which you I think should be doing, this assumes that you’re not an e-commerce site.

There’s different tracking for that, but a similar type of methodology applies. If you apply these things, you can have a goal value. So that way, when people convert on your site, you start to rack up the actual dollar value, the estimated dollar value that whatever channel is producing. So you can go to your source/medium report and see Google organic and see how many conversions it’s producing and how much value.

This same thing applies if you go to your assisted conversions report. You can see how much value is in there as well. I think that’s really beneficial just to be able to show people like, “Look, it is generating revenue.My SEO that’s getting you organic search traffic is generating value and real dollars and cents for you.” So those are some of the most common objections that I hear.

I want to know what are some of the ones that you hear too. So pop those in the comments. Let me know the objections you hear a lot of the time and include how you’re either struggling to respond or find the right response to people or something that you found works as a response. Share that with us. We’d all love to know. Let’s make SEO better and something that people understand a lot better. So that’s it for this week’s Whiteboard Friday.

Come back again next week for another one.

Video transcription by Speechpad.com

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!

paid social Seer POV

How Seer Measures E-Commerce Success on Paid Social

Multiple Authors

Written by Jenny Stiles and Ashton Underwood

Our Guiding Light

If you’re working in e-commerce marketing, you know just how important it is to have proper objectives, processes, and measurements before diving into your paid social strategy. How are you supposed to measure the return on investment and value added without it?…

The post How Seer Measures E-Commerce Success on Paid Social appeared first on Seer Interactive.

Search Engine Optimization (SEO)

Job Search Engine Using Occupation Vectors

Bill Slawski

I worked for the Courts of Delaware at Superior Court. I started working there as the Assistant Criminal Deputy Prothonotary. I changed positions after 7 years there, and I became a Mini/Micro Computer Network Administrator. The Court used an old English title for that first position which meant that I supervised Court Clerks in the … Read more Job Search Engine Using Occupation Vectors

The post Job Search Engine Using Occupation Vectors appeared first on SEO by the Sea ⚓.

SEO

How to Build Sortable Change Columns in Google Data Studio

Multiple Authors

 

Written By: Kaitlin Hatch & Joshua-Vermette.

Highlighting absolute change and percent change are likely cornerstones of your reporting. And if you’re reporting on the same data week after week or month after month, you’ve probably felt the headache we did at Seer having to manually calculate these values every.…

The post How to Build Sortable Change Columns in Google Data Studio appeared first on Seer Interactive.

The MozCon Virtual 2020 Initial Agenda

cheryldraper

Posted by cheryldraper

It’s the question that’s been on plenty of people’s minds: What’s up with MozCon this year?

We’re happy to report that 2020’s MozCon is on like Donkey Kong, and as you can tell from its brand-new name, the format this year is just a tad bit different. MozCon 2020 is now MozCon Virtual, an online conference experience delivering every ounce of digital marketing expertise you expect in-person with the safety and security of social distancing at home.

Today, we’re here to tell you all about it — changes, challenges, nitty-gritty details, who’s speaking and what you’ll learn, and more!

Here’s the skinny on MozCon Virtual

MozCon Virtual will take place from the comfort of your at-home office space across July 14 & 15, 2020. Business on top, social distancing sweatpants on the bottom — you’ll be cozier than ever while learning all the latest and greatest in the world of SEO.

Twenty-two industry thought leaders will walk you through the hottest topics of 2020, covering everything from SEO automation to modern content promotion to strategies for handling keyword research in the midst of a crisis. You’ll see fondly familiar faces and exciting new names to the MozCon stage, and you can rest assured that we’re keeping the bar as high as it’s ever been for content quality.

Additionally, we know that budgets are tight right now. We want to do our part to help by making MozCon Virtual as accessible to everyone as we can. Tickets are now priced at $129. This also includes full access to the MozCon video bundle once it’s released!

Save my spot at MozCon Virtual!

Changes, challenges, & nitty-gritty details

A note about transparency and making really hard decisions

We’re not going to lie — organizing this year’s MozCon was a challenge. As it became more and more clear that an in-person event was neither feasible nor responsible (not to mention illegal here in Washington state!), we had a relatively short window of time to pivot from a 1,600-attendee event that we ran year after year using a concrete, smooth-as-butter process, to the virtual unknown. (Pardon the pun.)

There were many, many meetings. There was research and projections and debate, and more than one idea changed form three or four times before it took shape.

In the end, it came down to what was best for our community. MozCon has never operated from a profit standpoint — most years we aim to break even — but even with the risk and cost associated with such a monumental change to the event, we knew the show must go on. SEO doesn’t just stop. And right now, it’s picking up speed: People are turning to the internet to solve their problems now more than ever before, and businesses of all stripes are depending on that online visibility to sustain them through hardship. SEOs and digital marketers still need access to cutting-edge thought leadership, techniques, and strategies, and MozCon can deliver — even if it means we only get to daydream about all the high fives, fist bumps, and Roger hugs.

Not your typical marketing couchference

It was important that we find ways to maintain that special MozCon magic that makes folks excited to wake up extra early on a Monday morning, don their conference badge, and skip happily to the Washington State Convention Center for a day full of educational goodness.

We’re gonna miss the snacks — that’s just the truth. Doughnuts and coffee aside, we’ve energized our virtual conference with that snazzy MozCon spirit you look forward to every year:

  • The highest caliber speakers and topics in town: Twenty-two of digital marketing’s top experts will share their very best advice, strategies, tactics, and research over two jam-packed days of learning. You’ll have all their decks available for download, and the new choice of attending the talks that most interest you.
  • Friendly neighborhood Mozzers emceeing the event: MozCon stage superstars Cyrus Shepard and Britney Muller will keep the sparkle going between session.
  • Interactive Q&A with the experts: You’ll be able to participate in live Q&A sessions with speakers to answer your most burning digital marketing questions and quandaries.
  • Virtual networking with Birds of a Feather breakout sessions: Birds of a Feather tables are a lunchtime hit every single year. And we’ve heard your feedback: networking is a huge part of the MozCon experience. That’s why we’re introducing Birds of a Feather virtual discussions — a special online experience where you’ll be able to join expert-hosted events, connect with like-minded marketers, and forge professional relationships through the magic of the internet.
  • Charitable donations: Our belief in giving back hasn’t changed just because we’re going online. For every ticket sold we’ll be making a donation, with more details to come as we draw closer to showtime.
  • Awesome partners: MozCon is fortunate to have the support of our fantastic sponsors who have stuck with us through all the changes this year. They’ll be sharing their expertise in special hosted breakout groups. Curious about who our partners are? Check them out: 97th Floor, Base Search Marketing, CallRail, Crowd Content, Duda, GatherUp, and PAGES!

Two days chock full of conference goodness

We know it’s tough to take a full three days away from your day job, so we’re approaching MozCon Virtual with multi-track options to let attendees choose their own conference adventure — with full access to every talk via the MozCon video bundle once the conference is over.

A global experience at a more accessible price

We’re streaming MozCon!

Every year we’ve heard our community ask: I can’t make the trip. Will you be streaming MozCon? To our friends around the world, we’re glad to be able to answer yes — this year, MozCon will be fully available to remote attendees. While those in particularly opposite timezones may be enjoying the show in your jammies, for the first time MozCon will serve you on your sofa. And you won’t miss out on a single session — every ticket holder will have full access to the MozCon video bundle after the event, meaning you can re-watch your favorites and catch up on any you missed.

MozCon quality at a price more folks can afford: Tickets are now $129

We’ve lowered the price to attend this year’s conference for a couple of reasons.

One, while there are still some pretty significant costs to throwing a large virtual conference, those costs don’t include some of our biggest-ticket items, such as a conference space and food & beverage. Delicious treats and comfy seats are a real investment!

And two, times are really darn tough right now. We know agencies, brands, and freelancers are struggling in the midst of the economic downturn, and that it’s more important than ever to hone skills and build new ones. We originally lowered ticket prices by about 40%. Then, based on community feedback and suggestions, we decided to forego the idea of shipping out swag and snacks and lowered them again — to the tune of $129.

Every MozCon ticket purchased also includes full access to the MozCon video bundle, a $349 value. Our video bundles are professionally produced and fully shareable with your team, so you can keep the learning going throughout the rest of the year and revisit the talks that mattered most.

Register for MozCon Virtual

Initial agenda

Ready to explore what we’ve got planned for this year? Check out our current speakers and topics — and stay tuned for more information as the agenda evolves!

Alexis Sanders

Senior SEO Account Manager, Merkle
The Science of Seeking Your Customer

Users are at the core of everything we do in modern SEO. However, finding and understanding audiences can be daunting. Alexis will cover how to find your audience, share tools that are available for all price points, and show ways in which she’s found audience research to be useful as an SEO.

Andy Crestodina

Co-founder and CMO, Orbit Media
Thought Leadership and SEO: The 3 Key Elements and Search Ranking Strategies

Everyone wants to do it, but no one really knows what it is. So what is thought leadership? What isn’t it? And how does it affect search rankings?

This presentation is a data-rich perspective on the oh-so-popular topic of thought leadership, filled with practical takeaways for becoming an authority. And it’s all about the relationship between thought leadership and SEO. We’ll see how the research answers the questions and informs the tactics: Can brands be thought leaders? Can it be outsourced? Do you need to publish research? Or strong opinion? And how does it attract links and authority, rankings, and qualified visitors? Learn how a personal brand combines with content to drive big wins in SEO.

Britney Muller

Senior SEO Scientist, Moz
TBD

Last year, Britney wowed the crowd with a bevy of new research, data, and actionable tactics for understanding and winning featured snippets. We’re still piecing together all the intricate details of this year’s talk, so keep an ear to the ground as we continue to evolve our agenda!

Brian Dean

Founder, Backlinko
How to Promote Your Content Like a Boss

Creating content is easy. But getting people to see your content? That’s a different story. Brian Dean shares over a dozen practical strategies that you can use to spread the word about your latest blog post, podcast episode, or YouTube video.

Casie Gillette

Senior Director of Digital, KoMarketing
Counterintuitive Content: How New Trends Have Disrupted Years of Bad Advice

Content marketers don’t have it easy. We’re constantly adapting to our ever-shifting landscape and juggling an overwhelming amount of information and advice: Do we produce as much content as possible? Should we focus on quality, while still maintaining consistent schedules? And now, what about YouTube, voice search, and even TikTok?

The fact is, there’s no one way to do content marketing. Casie will showcase content in an entirely new light, with ideas and tips on how you can start creating content on your own terms.

Dana DiTomaso

President and partner, Kick Point
TBD

MozCon veterans know the value and vibrancy Dana brings to the stage, and this year will be no exception. Be on the lookout for juicy details about her 2020 talk — we can’t wait to share.

David Sottimano

VP, Keyphraseology
Everyday Automation for Marketers

As a general rule, we shouldn’t be doing things that a computer can do better. However, a lot of automation is achieved through programming expertise — and that expertise isn’t usually a marketer’s forte. In this session, you’ll learn how to gather data, use machine learning, and automate everyday tasks for marketers using low-code or no-code solutions.

Flavilla Fongang

Brand Strategist, 3 Colours Rule
How to Go Beyond Marketing for Clients: The Value of a Thriving Brand Ecosystem

Too many marketers serve their clients the bare minimum of what’s expected from an agency. To stand out among the crowd, cultivate real loyalty, and maximize the lifetime value of your clients, you have to go beyond mere marketing — developing a thriving brand ecosystem that aligns with the brand’s ultimate goals. Flavilla Fongang shares her tried-and-true framework for optimizing the customer journey, improving acquisition and retention, and going beyond what’s expected to serve your clients well.

Francine Rodriguez

Manager of Customer Success, WordStream
Let It Go: How to Embrace Automation and Get Way More Done

Let the robot uprising begin! We’ve all heard horror stories about the dangers of automating your tasks, but now is not the time to deny yourself extra help. Robots never sleep. They don’t get tired or overwhelmed by their to-do lists, and they’re ready to work round-the-clock to accomplish whatever task we set before them. In this talk, you’ll explore all the areas were automation is kicking butt in PPC — and how you can harness the power of robots to make more time for other efforts.

Heather Physioc

Group Connections Director, Discoverability, VMLY&R
Competitive Advantage in a Commoditized Industry

SEO isn’t dead — it’s commoditized. In a world where search companies are a dime a dozen and brands tout bland “unique selling propositions” that aren’t unique at all, how can you avoid drowning in the sea of sameness? What are you doing that’s any different from every other SEO firm? In this talk, you’ll learn how to find, activate, and articulate your competitive advantage. Learn how to identify unique strengths and innovative offerings that equate to competitive advantage through these real, working examples so you can bring them to life in search. You’ll leave with actionable tips and homework to help your search business stand out — and that you can use with clients to help them find their competitive edge, too.

Izzi Smith

Technical SEO Analyst, Ryte
How to Be Ahead of the (CTR) Curve

Let’s face it: Carrying out SEO magic is all in vain when you’re forgetting about how your brand and products are being surfaced in the SERPs. By not properly analyzing or enhancing our organic CTR, we’re greatly limiting our potential. Izzi will help you create the perfect SERP engagement strategy by covering practical ways to uplift your significant CTR, such as remedying your critical keyword rankings that could soon be lost, leveraging brand-empowering entity features (and assessing the risks of doing so), more intelligent testing of rich & featured snippet optimizations, and a whole lot more. CTR-you-ready?? You better be!

Joy Hawkins

Owner, Sterling Sky Inc.
Google My Business: Battling Bad Info & Safeguarding Your Search Strategy

What’s the harm in a little misinformation here and there? In the realm of local SEO, Joy Hawkins is here to outline exactly that. When it comes to local search and Google My Business, it can be make or break for your campaigns. Follow real data from a recent case study that illustrates why strategic decisions should be based on accurate information — and what can happen when that info is bad, wrong, or just plain incomplete.

Mike King

Managing Director, iPullRank
TBD

Mike redefined technical SEO and its importance in our industry back in 2016. In 2018, he taught us everything we didn’t know about SEO. This year, he’s back to share the hottest technical tactics to uplevel your efforts, plus the case studies and data that should be guiding your decisions.

Dr. Peter J. Meyers

Marketing Scientist, Moz
Moving Targets: Keywords in Crisis

Too often, we take a once-and-done approach to keyword research, but Google changes at the pace of information, and that pace speeds up even more during a crisis. How do we do keyword research in fast-paced industries and during world-changing moments? Dr. Pete provides concrete tactics for adaptive keyword research and spotting trends as they happen.

Phil Nottingham

Brand and Video Marketing Strategist, Phil Nottingham Ltd.
How to Build a Global Brand Without a Global Budget

As funnel-based marketing becomes less effective and harder to measure, “building a brand” is frequently touted as the panacea for all marketer’s woes. But it’s unclear how this can be achieved scalably and with a limited budget. Large enterprises resort to huge creative advertising campaigns that get their names out there by force of spend alone — but this isn’t realistic for the smaller companies and the number of impressions is not the number of people impressed. In this session, Phil explains how modern brands are built through advocacy more than awareness alone, offering a deliverable method of brand marketing to radically shake up your content strategy.

Rob Ousbey

VP Product, Moz
TBD

Rob is no stranger to the MozCon stage — he’s graced it in the past as emcee, and in 2019 he covered the intimidating topic of running your own SEO tests (and how to do it right.) While we’re still nailing down the details of his 2020 talk, we’re confident that this year’s topic will be every bit as impressively daunting.

Robin Lord

Consultant, Distilled
Whatever You Do, Put Billboards in Seattle – Getting Brand Awareness Data from Google

How can you harness the vast power of Google data to gain special insight into city- and product-level brand awareness? Robin will lead us on a journey through his Google Trends methodology to use Adwords search volume data for better brand intelligence.

Ross Simmonds

CEO, Foundation
Designing a Content Engine: Going from Ideation to Creation to Distribution

What does it take to develop a content engine that drives results? In this presentation, Ross will share data around the power of having a content engine, tools & strategies for content ideation, tools and tactics for content creation, and frameworks that brands can use to ensure that their content is distributed effectively after hitting publish. This presentation will help you not only uncover content-market fit, but also capitalize on it.

Russ Jones

Principal Search Scientist, Moz
I Wanna Be Rich: Making Your Consultancy Profitable

How will your company weather the next update? How will you avoid layoffs and salary cuts? Being a master of SEO doesn’t guarantee that your consultancy will succeed. After a decade and a half of experience, Russ Jones will outline the techniques that will keep your clients happy and your bottom line healthy.

Sarah Bird

CEO, Moz
Welcome to MozCon Virtual + the State of the Industry

Sarah has a storied history of kicking MozCon off with a bright, sparkly bang. The fearless leader of Moz will be welcoming each and every one of us to this year’s virtual event, laying out all the pertinent details of the conference, and setting the tone for two jam-packed days of learning with a look at the State of the Industry.

Shannon McGuirk

Head of PR & Content, Aira
Great Expectations: The Truth About Digital PR Campaigns

In her talk, Shannon will challenge the desire for virality over consistency when it comes to digital PR and link building campaigns, while exploring the impact on the industry, team morale, and client expectations. By honestly sharing her own shortcomings, she’ll push you to learn from your own campaign failures using tried and tested frameworks that’ll mean you can face any creative campaign or outreach struggle head-on.

Wil Reynolds

Founder & Vice President of Innovation, Seer InteractiveThe CMO Role Has Been Disrupted – Are You Ready for Your New Boss?

CMOs have the shortest tenure in the c-suite, and the CMO role has been eliminated at some of the largest brands. CEOs are now asking tougher and tougher questions about the value of marketing — and oftentimes marketers are not prepared.

Connecting your data and building your data flywheel is one way to support the swift answers CEOs expect from their CMOs. We need to get stronger at bridging our day-to-day work to the value it drives. And more than ever, “brand lift” isn’t enough to satisfy CEOs.

This presentation will start at the top. How businesses are run, how CEOs talk, and how we as search marketers can use the data we have access to everyday in new ways to answer the questions of the c-suite and raise our visibility and value in organizations.

We hope to see your smiling faces online in July!

Thanks to each and every one of you for your patience as we hammered out the details of this year’s conference, for the questions you’ve asked and the honest feedback you’ve given us. We’re super excited to try out something new this year! Join us this July for our first MozCon Virtual and let’s explore the future of digital marketing together:

Yes, I’m going to MozCon!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!