Illustrating SEO impact to executives

Sharon Perdue, Director of SEO and Content Performance at Autodesk, delves into securing buy-in for SEO. In the fast-paced world of executive leadership, concise and impactful communication is essential. For SEOs, effectively demonstrating the impact of our efforts to executives is crucial for securing support and resources. However, capturing their attention and gaining buy-in necessitates a strategic shift – moving away from technical jargon and to a results-oriented narrative. Today, Sharon discusses illustrating SEO's impact for executives.
About the speaker

Sharon Perdue

Autodesk

is a little camera shy

Sharon is Director of SEO and Content Performance at Autodesk

Show Notes

  • 01:35
    Illustrating SEO impact to executives
    Executives are busy people, so keep it concise and clear. Start with the main result or achievement, add visualizations, cite your data sources, provide context for the results, highlight the return on investment, and explain what actions you're taking next.
  • 07:12
    Adapting messaging to different business units
    When communicating with executives in various parts of the organization, tailor your message based on their interests and priorities. Leverage team knowledge and build relationships across departments to Identify the priorities and interests of different leaders and departments.
  • 11:26
    Training and developing SEO team members
    As a leader in SEO, it's crucial to recognize the varying skill levels within your team and provide ongoing training to address skills gaps. Offer presentation training and examples, provide regular feedback and development discussions, and facilitate skills training opportunities.
  • 13:55
    Developing presentation and visualization skills
    For Autodesk's quarterly "Insights Challenge", SEO team members must present data-driven recommendations on a theme within SEO, marketing, or site management. These challenges help improve presentation and visualization skills and encourage collaboration with other teams.
  • 19:32
    Choosing between long term organizational commitment and job hopping
    When considering whether to commit long-term to an organization or engage in job hopping for a salary increase, prioritize factors like job satisfaction, growth opportunities, company culture, and compensation. The path chosen should align with personal priorities and career goals.
  • 24:58
    Investing in employee growth
    Managers who invest in their team members build trust and loyalty, leading to increased productivity and commitment. Open communication and transparency about business matters foster a supportive work environment where employees feel valued and engaged.

Quotes

  • "When illustrating SEO impact to executives, keep it short and sweet, talk about what you did, what's the context for it, why is it meaningful to them, and what's your next step. Always cite your data sources." - Sharon Perdue

  • "For SEO leaders and managers, it's important to recognize that your team will be at various levels, so you do have to meet them at the level they're at, and train them in different areas that they need." - Sharon Perdue

  • "You will always get more productivity and commitment from people when they feel like their manager has invested in them, is supporting them, giving them feedback, and being transparent." - Sharon Perdue

  • "There are managers that are afraid of investing in their people because they'll leave. But what if you don't invest in them and they stay?" - Sharon Perdue

About the speaker

Sharon Perdue

Autodesk

is a little camera shy

Sharon is Director of SEO and Content Performance at Autodesk

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