Present the opportunity
The first Tier of this approach is to present the opportunity for SEO. You need to begin by defining the marketing opportunity with this process:
Isolate keywords and include non-branded terms
Gather volume and ranks
Use Click Through Rank Curve to define potential visitors
If possible, get Per Visit Value data for each keyword
Download worksheet from Conductor.com
You want to present what SEO is worth to your company. Print out a chart and mark it with your advances.
The following tiers of this approach include
Expectations and a game plan
Report like a Madman
Seth’s presentation of these tiers is available from the SEOMoz DVD Training Series, “Tips, Tricks & Tactics: Volume1”.