A special thanks to Kevin Indig, VP of Content for hopping on the show on such short notice but we thought the topic and tweet were both very interesting.

Kevin got some great responses so check them out as there is a great list of reasons, ideas and discussion.

If you like podcasts and want another one to check out, Tech Bound is Kevin's own podcast.

Do You Make a Strong Business Case?

Kevin's first response to his own question is that SEOs traditionally have been bad at making business cases for the budget and resources. We often talk not in dollars and sales but other metrics (if any) instead.

What is the impact of your project? While we can't guarantee results, an attempt should be made to "speak dollar" and present a real business case backed by the impact to the bottom line.

Test, document and start small. Look for small wins to convince executives and higher ups to give you more budget and resources. You don't have to have exact and super complex formulas to predict impact but do the work and use what data you have to try and give a best estimate for what that impact will do to sales and leads.

I’d add are included in that thread but I think the most important consideration is whether or not the SEO team has (and has earned) a seat at the table; and has fostered a positive relationship with the CTO/dev team leads.- Michelle Robbins

In-House SEO is a Skill

Build on small wins to get more resources and budget. Start by asking for 30 minutes of development resources and then show the uplift. Move to more hours and bigger projects. The goal is to stack win after win and show over and over that SEO projects can move the needle and drive a great ROI.

When you do these tests make sure your data is as connected to the money (i.e. leads, sales, revenue!) as you can.

I would say … because of lack of influence. The in house SEOs who have a harder time getting buy in. Is because they’re not 1) high enough in the organization so easier to overlook 2) The SEO work is not integrated with the product/marketing areas which is critical- Aleyda Solis

Adjust Your Story's Angle for the Audience

If you are pitching your boss, the CEO, the owner of the company, CMO, CTO, CFO, VP of Development, CRO, or whatever person/role - speak to that audience.

Adjust your slides, pitch, metrics and story all for whom you are speaking too. Each department and role will have different metrics and goals that they care about and to win them over it will take different points from each other.

How to Master the Art of Inhouse SEO

To dig deeper check out Kevin's own recent article on this topic check out his blog and learn about the following problems and solutions.

Problem 1: Not enough resourcesProblem 2: Technical SEO lives in Marketing instead of ProductProblem 3: SEOs can’t show the value of SEO

Full Transcript

Matt Siltala: [00:00:00] Welcome to another exciting episode of the business of digital podcast, featuring your host, Matt silt and Dave roar. Hey guys, excited to have everybody on another one of these business of digital podcast episodes. And today we have a special guest with us, Dave. Uh, we have Kevin indig with G2 and so welcome, Kevin.

I appreciate you joining us today.

Kevin Indig: [00:00:25] It's a pleasure to be on. Thanks for having me.

Matt Siltala: [00:00:27] And I know that we've got Dave over there. How's it going, bud?

Dave Rohrer: [00:00:29] I am here. Ready to ramble.

Matt Siltala: [00:00:31] All right. So let's get ready to ramble. Okay. We don't want to get sued for that. So scratch that just all right. So, um, what we'll do, uh, Kevin, because I just gave you that quick intro that you're with G2, but you are the vice president of content and SEO.

And so if there's anything else that you think that, uh, our listeners would like to hear about you, like, feel free to just give a little intro about yourself. And then I know that Dave will jump in and caus