Taking SEO to the C-Level

Too often C-level execs are seeking justification for why they should be investing in what they perceive as some kind of "black magic." This disconnect is exacerbated by the fact that SEO, unlike paid search models such as pay per click, doesn't fit easily with traditional corporate procurement. Although in theory it's possible to charge for time spent on SEO projects, the process isn't as predictable as it is with PPC, where "deliverables" and spend can be broken down relatively easily.