Identifying and Resolving Major SEO Opportunities — David Bell // Previsible
- Part 1 Identifying and Resolving Major SEO Opportunities — David Bell // Previsible
Show Notes
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02:19SEO at the enterprise levelBecause SEO requires buy-in from various stakeholders, scaling it can be difficult in large companies. Operational SEO coordinates SEO strategy across stakeholders and silos.
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06:13How to get executiveWhen talking to executives, provide the core initiatives for unlocking growth with SEO. Identify any blockers, the teams involved in delivery, resources, and support needed.
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11:25Getting internalFind out what your shared goals are. This way you can appeal to their interests and identify the overlap of desires between the two teams.
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14:16Handling conflicting KPIsIt boils down to finding that happy medium where SEO can get its initiatives across and drive value for stakeholders. Walk them through the logic and strategy of SEO as a long-term play.
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18:00The importance of rapport and relationship buildingIts one thing to have the technical skills for SEO and another to have soft skills. When you have rapport built up with many people, scaling is easier and can be traded in for future projects.
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21:16Tips for SEOs considering a shift into operational SEOEnterprise SEO involves a lot of different stakeholders that need to be in alignment. Because SEO is long-term, operational SEO is really about getting stakeholder buy-in for the journey.,
Quotes
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"Operational SEO is the realization that once you get to the enterprise, you need to coordinate across stakeholders and silos to put that SEO strategy and tactics to use." -David Bell, Co-Founder, PreVisible
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"When C-suite folks want to know why SEO isn't meeting its targets, if you cant point out where in the process where things are getting blocked, then you look like you're throwing someone under the bus." -David Bell, Co-Founder, PreVisible
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"Finding that shared goal really helps move things quickly in the right direction. As opposed to just, SEO needs this, gimme, gimme, gimme." -David Bell, Co-Founder, PreVisible
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"You have to walk stakeholders through the logic rather than, give us budget because we want to drive traffic to these pages that don't convert." -David Bell, Co-Founder, PreVisible
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"You can't be married to your work because in a few months or years, the website as you know it's going to go away. Building rapport is what will carry over into the next website." -David Bell, Co-Founder, PreVisible
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"It doesn't matter if you can squash all the bugs on a big website. Not that many people can have rapport built from five levels down from an executive all the way up to the executive." -David Bell, Co-Founder, PreVisible
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"SEO's about getting buy-in for that longer journey because it's not something we can do in one month. It's something that might take six months to three years to get where we want go" -David Bell, Co-Founder, PreVisible
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Part 1Identifying and Resolving Major SEO Opportunities — David Bell // Previsible
David Bell, Co-Founder and Consulting Partner at PreVisible, talks about operational SEO. When you start out doing SEO for a smaller website, you’re essentially the master of your own ship and you’re not answering to many stakeholders. But, at the enterprise level, you’re expected to win stakeholder buy-in for SEO initiatives and find mutual ground with stakeholders on those initiatives. Today, David outlines how to incorporate operational SEO into your day to day for SEO success.
