Winning SEO proposals focus on the HIPPO
Many SEO pitches seem like charity requests, promising that the approvals will make executives feel good, rather than having specific milestones and outcomes.
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Many amazing SEO ideas get stuck without ever being launched because they failed to convince someone in leadership to fund and support them with their political capital. That leader could be a CEO, CMO, or anyone really, but in the context of winning over hearts, that person is the HIPPO - Highest Paid Person’s Opinion.
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Winning the support of a HIPPO is more important than the backing of the CEO because whoever that HIPPO is within the SEO area of responsibility, they can convince the CEO to reverse their support based on how they present their opinions. More than anyone, the HIPPO holds the power to decide which ideas take off. To get them on board, your pitch needs to focus on what matters to them, showing that SEO isn't just a technical to-do list but a smart way to achieve THEIR big-picture goals.
Think like a HIPPO
First and foremost, you need to think like them. Executives don't care about minor details, such as keyword tweaks or backlink counts. They're focused on what really moves the needle: revenue, market share, and achieving whatever goal has been laddered down to them. Many SEO plan ideas fail because they're developed for the wrong audience. They're too technical, or they fail to address what keeps the boss up at night.
For a HIPPO, SEO isn't about SEO perfection; instead, it's about how those tactical efforts drive the results they need. If your pitch doesn't directly align with their priorities, such as growing profits or outperforming the competition, it will be pushed to the side as a minor task. To acquire their support, your plan needs to show it’s a tool for their success.
Here’s how to make your case.
Start with the results they care about and don't lead with technical terms. Those results could be varied. Some HIPPOs might care about CAC, LTV, or market penetration. Connect your plan directly to their priorities, even if it’s not the reason you want to build this plan.
There were many times in my career when the sole focus of an SEO plan was to help reduce costs in paid search. In reality, an effective paid search campaign should not be impacted by an effective SEO effort; however, some executives want to save costs even when it is not logical. Aligning with their goal in a pitch gets them hooked and proves your plan is a key to their success. Showing an SEO plan that makes them look good is a surefire way to at least get them to pay attention.
I once had a client whose HIPPO was obsessed with one particular keyword that needed to rank #1. We outlined how we would achieve this as a primary objective, but also required approval for the other parts of the plan that were not related to the keyword.
Cut the fluff
I have seen many SEO proposals that began with the history of search and how algorithms work. That kind of detail is helpful in an SEO course, but it is rarely beneficial in any small group pitch. Get right to the point on how this will benefit the executive, and if necessary, provide the backstory in the appendix.
If you have a long presentation, use an executive summary to frame everything you are going to say upfront, so even if some executives leave the meeting early, they have heard the summary.
In the deck, focus on what you're doing and why it matters, not the technical details. Cut the jargon; it might sound smart in a conference presentation, but when you are selling internally, no one is going to buy what they don’t understand.
Use real numbers, not directions
SEO pitches tend to focus on hypothetical scenarios. More traffic. Higher rankings. Increased conversions. It could be because the SEO team doesn’t want to get stuck supporting a number they can’t control, but taking a risk and seeing a reward is worth it.
A few key statistics can significantly strengthen your case. Share a past success story or a competitor’s win. Perhaps a rival's SEO push increased their traffic by 15% in three months, which might trigger some envy in the HIPPO’s own efforts. A simple chart showing traffic growth or your rankings against a competitor’s makes the impact clear. Don't overload them with numbers; too many stats confuse the message. Just stick to the metrics that matter to THEM.
Answer the questions before they ask them
Executives always worry about costs, timelines, and risks. Bring these up early in the conversation. Be clear about what you need and when you expect to see results. For example, "Rankings should improve in three months, with revenue gains by month six." Don’t give an estimated range that’s so ridiculous it isn’t a range. You can be honest that SEO takes time, but try to provide a realistic estimate so they can plan accordingly.
Show them you have a plan for risks like Google updates and AI by explaining how you stay up-to-date with trends. Confidence builds trust in your expertise; you don’t do yourself any favors with half answers or avoiding tough questions.
Use a linear roadmap
End your pitch with a simple roadmap that outlines the key steps and how you'll measure success. This measurement of success is critical because many SEO pitches seem like charity requests, promising that the approvals will make executives feel good, rather than having specific milestones and outcomes. Show when those milestones will be reached and make it clear that they aren’t funding an unknown. If things don’t work out as intended, they will see and can pivot.
Ensure that you commit to frequent updates so they know you are on track to meet your milestones.
Focus on getting allies, not sponsors
Even a great pitch can fail if you miss the mark. Don’t expect a HIPPO to understand why "better site structure" matters unless you connect it to more traffic or sales. Using too many charts or technical terms can weaken your message.
Whatever you do, don’t forget the human element; executives connect with stories and emotion. When pitching to the HIPPO, your goal is not to achieve your SEO goals; it is to gain the leeway to initiate your SEO efforts. Your pitch is all about convincing them to let you get started because, without that green light and assistance, you will never succeed at your SEO goals.
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