From agency to high-growth startup SEO — Lauren Matricardi // Landing

Show Notes

• 03:07
  Challenges of transitioning from agency to in

  The main challenge is introducing SEO to an organization without experience in the field and prioritizing which conversations and strategies to focus on. This process boils down to educating the organization on the value of SEO and determining the most effective actions to take.
• 05:28
  How to communicate the importance of SEO within an organization

  It is crucial to align SEO efforts with the overall business strategy and goals. By doing so, youre able to remove the SEO jargon from the conversation and enable conversations with other business units.
• 09:57
  Demonstrating the value of SEO with data

  Lauren built an industry and demand information database to provide insight and support decision-making in multiple conversations. The database helped to identify opportunities for growth, using external and internal data.
• 13:50
  Communicating the value and importance of SEO to stakeholders

  Consistency in communication and reporting is key for effectively sharing information and getting buy-in from stakeholders. In-house SEOs should have a thorough understanding of their industry, including trends and players, to provide clear examples and support decision-making.
• 17:21
  Customizing information for different stakeholders

  Its essential to learn how to customize information for different end users and to use the right examples at the right time. However, consistency and similar examples across different conversations helps new stakeholders understand the information being shared.