Your motivation for suggesting professional SEO may not necessarily inspire your marketing decision maker to immediately add it to your company's marketing mix. What will? Most marketing execs have a hot-button issue, and they are rarely shy about sharing it.

Is he or she concerned with increasing overall revenue? Is he or she always discussing cutting marketing costs? Does he or she talk about reducing the cost per lead? Does he or she always espouse the value of improving your brand recognition?

For each of these scenarios (and others), there are specific studies on SEO that will support your recommendation. If you approach your marketing decision maker without keeping the issues most important to him or her in mind, you diminish your chances for success.

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