Successful SEO projects require buy-in from key stakeholders across the company. Duane Forrester believes marketers should look at the project like a sandwich. Similar to business, sandwiches typically have three layers: top, middle and bottom.
Educate executive management, or the top layer, on the benefits of an organic search campaign so they understand how it impacts their strategic vision, Forrester writes. The middle management will need return on investment numbers since it makes the decisions to move resources from project to project.