What Every CMO Should Know About SEO?
Magnet April 19th, 2006
Search engine optimization (SEO) is no longer a secret weapon of cutting-edge, Web-savvy marketers. Even traditional companies have to make sure that search engines like Google and Yahoo find them consistently—because search engines are the primary way that prospects and influencers learn about products and services.
Here are a few questions every CMO should ask (and be able to answer):
What do we want our web visitors to do?
How many search visitors per month actually do what we want them to do?
What percentage of search visitors leave our website within 10 seconds?
Which search phrases are we focusing on?
How often are we appearing for our target phrases?
How often are we appearing compared to the competition?
Obviously, there are other and even more important things that a CMO would want to know about an SEO effort—number of opportunities generated, cost per opportunity, revenue produced, etc.