Fractional Futures Introduction
Fractional Futures delves into the transformative world of fractional marketing leadership, offering unique insights for CEOs, investors, and senior marketing executives. Discover how businesses can leverage fractional CMOs to grow faster and build a sustainable competitive advantage. Investors will learn how to streamline pre- and post-investment phases strategies to maximise their portfolio companies' potential, while senior marketing leaders will explore the benefits of a portfolio career and how to excel as a fractional CMO.
Hosted by industry experts, each episode features thought-provoking discussions, success stories, and practical advice, making 'Fractional Futures' an indispensable resource for those looking to navigate the evolving landscape of marketing leadership. Available on Spotify, Apple Podcasts, and more.
In this episode
In this episode of Fractional Futures, Paul Mills and Ryan Jones discuss the challenges marketing leaders face in proving the value of SEO to the C-suite. They explore how to connect SEO efforts to business outcomes, the importance of tracking metrics, and the need for SEO to be a part of boardroom conversations. The discussion also covers the complexities of outsourcing SEO, the significance of finding the right agency, and how to effectively communicate SEO performance to stakeholders.
Listen to Podcast
Chapters
00:00 Introduction to SEO Challenges for CMOs
01:32 Special Listener Offer from SEO Testing
02:06 Understanding SEO ROI and Attribution
06:41 SEO as a Performance-Driven Strategy
11:33 Outsourcing SEO: Working with Agencies
14:54 Making SEO a Boardroom Conversation
17:42 Investment Decisions for SEO
19:37 How Long Do SEO Experiments Take to Show Results?
24:22 Episode Summary & Close
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Key Takeaways
- SEO is often the hardest channel to measure compared to PPC.
- Attribution in SEO is messy and requires a multi-channel approach.
- Free tools like Google Search Console are effective for beginners.
- It's crucial to track the work done by SEO agencies monthly.
- Specialization in the type of SEO work needed is important when choosing an agency.
- SEO should be included in boardroom discussions to highlight its impact.
- Budget allocation should be based on what moves the needle for the business.
- Smaller scale tests can help determine effective strategies.
- Core updates from Google can impact ongoing SEO tests.
- Google recognizes efforts to improve user experience through SEO.
Host & Guest Information
Host: Paul Mills, CEO & Founder VCMO
Guest: Ryan Jones, Marketing Manager, SEOTesting.com
Special Offer: Listeners of the Fractional Futures Podcast can take advantage of an extended trial to SEOTesting, giving you a 45-day free trial instead of the standard 14-day trial. You can add up to 30 Google Search Console properties with your trial account and you'll have unlimited access to every single one of SEOTesting's featured for that time including testing, site annotations, and their range of pre-built reports designed to make Google Search Console data easier to use.
Simply click this link for the extended trial.
About VCMO
VCMO helps SMEs and portfolio companies with the high-level marketing leadership they need to grow and succeed across the full business lifecycle. Its roster of highly accredited Fractional Chief Marketing Officers brings the expertise, strategy and execution to transform marketing potential into a competitive advantage that delivers predictable revenue and sustainable growth.
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