Buy-in for an in-house SEO effort offered by several stakeholders to many large organizations must be successful. This guide deals with how to get the focus of all on the common goal of optimizing organic search efforts of the Organization. There are three layers which play pivotal role.

The top layer: Executives



This is executive group. Their role involves decision making for resource requests and help in elevating organizations forward. These are the people who buy into the organic search effort. Their work requires advance thinking and strategic visionary approach.  It would be much beneficial if we could make the top layer buy into the long-term value which is offered by the organic search. These folks might think that we would play only chess and nothing else.

The middle layer: Management
The team of Operational management for a particular site or company falls under this layer. Their work is to get jobs finished in time with the available resources. They help in shaping the vision of executives. They are not end workers, but still they manage and guide teams and explain who will push and who will pull the lever. These people would be making their moves on chess board.

The lower layer: Everyone else
These are people who actually push and pull the levers respectively which make things happen. They produce contents every day, ensure servers are configured properly and files are loaded correctly by the Ops team. This layer makes the vision comes true. These are the ones who act as the pieces on the chessboard which are then played.

Tackling these layers efficiently

Top layer
We can make executives understand how SEO affects their strategic vision by educating them the benefits. They must be provided with well-collected information, informed about total costs involved, results of the project and consequences on head count. The pivotal thing is you must be in a position to tackle all questions fired at you. They may lose their interest if you do not answer question promptly and clearly. It is a must to keep your presentation brief and elegant since executives are busy people. So the presentation must comprise of only necessary details.

Middle layer
This layer can be tackled by disclosing information held in reserve from the top layer. People in this layer make decision in resource allocation. So provide them with ROI numbers which assist them in ranking projects. You must provide them with the right decisions in a candid manner and if the executives convey their message to this layer, then it will also help.

Lower layer
Response from this layer is generally positive and refusal to do work is met rarely. They should be made to understand how their actions impact end products, thereby improving the organic search efforts. This will not only give them a good understanding of the entire project but also helps in shaping the actual results.

Overcoming objections
How do you manage when one layer is pushing back (for example, middle layer) and resources are limited but your work is also pressed for time to succeed?

The solution is to show off your strengths. Here, top layer has bought into SEO and bottom layer is ready to do the work. By bridging communication gap between all layers, you can achieve your results. You should ensure all items on your work list are crossed off step by step (like allocating more resources to middle layer and providing specific training to lower layer).

By addressing staffing level issues and resolving bottleneck situations quickly and efficiently, positive results can be achieved in no time.

This original article is presented to you by LetsTalkSeo.com © 2009

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