WOW. So, I am shaking things up at work! LOL!

They have done the same ole thing for 30 years, and here I am, coming in with totally fresh eyes, trying to make vast, wide-sweeping changes and advocating for it. Thank goodness my amazing boss is backing me up, supporting me, and advocating on my behalf to higher ups who are decision makers.

For example,. for their massive Holiday promotions, during Oct-Dec, they've always named their holiday gift page, "gift guide". I proposed that they change this and aim to rank instead for the keyword phrase, "gift ideas", which has a far higher search volume than "gift guide" - like FAR HIGHER.

My boss is rooting for me and spoke in a couple different meetings about how "gift ideas" makes so much more sense. When you're searching in Google, do you type in "gift guide" or "gift ideas"? Or, perhaps "holiday gift ideas"? The latter, I am sure. What consumer really types in "guide"? Not a huge volume.

So, I had provided my boss with an example to follow of a holiday gift ideas page created by Target, who right now ranks #1 on Google for "gift ideas". I took screenshots and showed her how Target achieved this ranking by tailoring specific elements on the page to support gift ideas. She forwarded my example and screenshots to a whole slew of higher ups who are decision makers for this holiday promotions. Well, one higher up responded by saying how can you compare our Brand to Target? LOL.

So, I chimed in at this point and told him Target is only used as an example to follow because their page ranks #1 for this highly competitive keyword - I told him Target's page is strategically structured so that it WILL rank high for this keyword.

He hasn't replied yet. I am a little anxious to see the response. And, I am rocking the boat.. not in a bad way of course, it's all good. My intentions are to deliver significantly more website traffic and revenue.. all good, right?

But there's a good-sized group of higher ups who are stuck in their ways of doing things the same way and for the last 30 years, that I am now trying to change.

I had NO idea what I would be up against coming into this company. But, if I can convince these people to make some much needed changes in their approach, I can be successful. If I cannot get them to change their minds, I will feel a bit defeated.

This is only one of two battles I am fighting to make much needed changes. Nike surpasses them in every way on Google and dominates the search landscape. Same with Adidas. Other changes I am proposing would give NB far greater search engine presence, perhaps almost equal to Nike. Nike is #1.