What Digital Experience Does Your CEO Need?
Posted by willcritchlow
One of my strategic objectives this year is to get closer to the boards of some of our large clients. It should be clear to all of us in search that the companies winning the search game are those prepared to think about it most strategically. If nothing else, the trends towards brands performing increasingly well (as discussed eloquently by Aaron recently) reflects changes to the underlying algorithms and / or an increasing sophistication from (some) big brands when it comes to search.
I have a bunch of posts to write about how brands can position themselves to benefit from this and also how agencies can work alongside them (clue: agencies – think about how you support internal efforts rather than outsourcing).
But this isn’t one of those posts. There is an element of advice for agency-side and in-house SEOs at the end, but you’re gonna have to wade through a load of speculatin’ first. Good luck!
The hypothesis
At the moment, most people running large companies (think: Fortune 500, FTSE 100) are, by training and inclination, either:
Lawyers
Economists
Accountants
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