In-House SEM: Buy-In and Education

As an in-house search engine marketer, I have often compared notes to my counter parts in the “out-house” world. I thoroughly enjoy the work I do, as I long as I remind myself that the grass is not always greener on the other side. In fact, the green grass is usually because of a buried septic tank.

The unknown truth about in-house search engine marketing is that a majority of your time, at least at the senior level, is spent educating and “selling” SEO.

Corporate search engine marketing can not be done by a single person. There has to be a buy-in from the company. Getting individuals on-board with SEO requires strong communication, presentation and often sales skills.

Obtaining company buy-in also requires working with different personalities. There is not a magic phase or methodology that works for everyone. Some people need statistics and numbers to prove the return on ad spend. Others just need ego stroking.

Search engine marketing is a vital part of a legitimate business. Corporate buy-in requires educating the company. This can be done through continuous presentations, conference calls, memos, white papers, or various other communication avenues.

By getting everyone on board you will find help in other departments and at the executive level. For more tips for in-house search engine marketers at JohnWEllis.com

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