In-house SEO's differ from other SEO professionals in both their responsibilities and duties. In-house SEO's often must work with other departments teaching them SEO "best practices" and setting both SEO policy and procedure for departments that may range from creative to traditional marketing. In-house SEO's often must have the ability to manage and work through a fragmented team.

Strong communication skills and a high tolerance for frustration are characteristics that are important to the success of an in-house SEO.

As an inhouse link builder, your ability to CONTINUE building links hinges on how clearly you communicate their impact to your boss. While you certainly have many advantages as an inhouse link builder, you won't be around long enough to leverage them if you fail to demonstrate your successes and justify your existence. We asked 7 inhouse link builders which metrics they focus on when showing the results of their efforts to upper management.

The Bottom Line

At the top of the list of course is the measurable impact on income and income-focused metrics... There are three metrics here that we grouped under "bottom line."

Here are further thoughts on the bottom line from our contributors:
Phil Buckley: "The only metric [upper management] generally understand is conversion and revenue. I work with charts to show how better ranking means more clicks, more conversions and finally more revenue. A graph that shows things getting better will always get more buy in."
Dan London: "You can get together a ton of data and charts, but revenue and ROI are all that matters."