Another important area is simple ignorance. Don't be offended by this word. Ignorance simply means someone doesn't know. Nevertheless, it is a problem. For example, senior executives Industry Email List can make drastic decisions that will blow your entire SEO up in one fell swoop. It's not fun at all! Or the development team may make an SEO-unfriendly platform decision. Or they may Industry Email List create something using some cool new technology, like Angular JS, and not implement it properly to support SEO. These things can happen in any organization, of course, but it's much more likely in a corporate organization Where it's very difficult to monitor everything everyone does in Industry Email List relation to the website. This is a tough question to defend unless you constantly educate and communicate wherever you can about SEO – and this is one of the big recommendations made by Industry Email List all three speakers. be an educator Related to the issue of ignorance is that of adherence. Sometimes people may be Industry Email List aware of SEO, but they just don't buy into it. They don't want to invest in it or don't see it as a meaningful opportunity. They may prefer to spend their money on PPC, or some other aspect of the business. Or they may think that Google is going to turn the Industry Email List whole search engine service into an advertising platform and kill SEO altogether. (I've had this conversation before!) Education and evangelism are the answer here too. As Scott Nickels said, “bring your data” because that means “the death of opinion”. Data is definitely your friend. In fact, you have to be very Industry Email List careful about how you put your data together. When you start selling SEO project efforts, be sure to start with well-defined projects where you are confident they will represent easy and quick wins. It doesn't matter if they are small.