Getting buy-in for your SEO projects — Tom Critchlow // SEO MBA
- Part 1Present SEO to your CEO — Tom Critchlow // SEO MBA
- Part 2 Getting buy-in for your SEO projects — Tom Critchlow // SEO MBA
Show Notes
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03:12Getting the resources needed to deliver on an SEO projectFirstly, you have to understand what everyone else's goals, resources, roadmaps, and strategies look like. Essentially, your project has to be strategically aligned with what others are working on to make it an easier sell.
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06:29Ensuring that SEO initiatives support the big priorities of the organizationYour SEO initiatives should be directionally aligned to a big priority for the organization. In that case, everyone is working towards the same goal. Getting initiative buy-in is also easier when positioned in terms of growth and expansion.
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12:33Estimating the impact of an SEO projectBefore presenting a strategy to the executive team, check with the relevant teams to figure out what it will take. That way, youre able to present a thorough plan to gain buy-in and youre able to gain more credibility within the organization.
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17:09Tips for conversing with stakeholder groups before pitching to executivesRather than telling people what to do, advise these groups on the opportunity your initiatives grant access to. Also, position your initiative in such a way that it aligns with their resources and expands the number of resources they have access to.
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19:08How to prioritize SEO initiativesSEO initiatives are more likely to receive the green light if theyre beneficial to the organization as a whole. So, its important that initiatives align with what other teams in the company would like to accomplish.
Quotes
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"Etsy is a company that probably has 50%-60% of their traffic coming from SEO. SEO is a huge driver of revenue for Etsy. SEO is not mentioned once in their quarterly earnings report." -Tom Critchlow, Founder, SEO MBA
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"You have to find those situations where you can help, where you can move with the organization instead of moving against the organization." -Tom Critchlow, Founder, SEO MBA
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"A lot of the time we're struggling to get buy-in for things because it sounds boring. That might be true, but we should find a way to talk about it so it feels more like growth." -Tom Critchlow, Founder, SEO MBA
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"I've seen teams stumble and misstep not thinking through properly to create buy-in across the organization. And then they lose influence. They lose access." -Tom Critchlow, Founder, SEO MBA
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"We should never tell people what to do. We shouldn't go to the product team and tell them, we should make the site faster. Instead, we have to talk about the opportunity." -Tom Critchlow, Founder, SEO MBA
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"I find that the things that an organization chooses to do tend to be much more political and strategic than choosing the things that have the most impact." -Tom Critchlow, Founder, SEO MBA
- Part 1Present SEO to your CEO — Tom Critchlow // SEO MBA
- Part 2 Getting buy-in for your SEO projects — Tom Critchlow // SEO MBA
Up Next:
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Part 1Present SEO to your CEO — Tom Critchlow // SEO MBA
Tom Critchlow, Founder of SEO MBA, discusses how to present SEO to your CEO. As SEOs, we have a tendency to obsess over the technical and complicated nature of SEO. But, getting buy-in, resources, and budget from the executive team requires that we’re able to communicate our SEO strategies in a clear, straightforward way that makes it more digestible for them. Today, Tom talks about presenting SEO to your CEO.
Play Podcast -
Part 2Getting buy-in for your SEO projects — Tom Critchlow // SEO MBA
Tom Critchlow, Founder of SEO MBA, discusses how to present SEO to your CEO. SEO is not a standalone activity and buy-in for our SEO initiatives needs to come from the executive and other stakeholder groups. And, the first step to getting buy-in from these individuals is figuring out what goals they are working towards and how the goals of your SEO initiatives can align with theirs. Today, Tom talks about getting buy-in for your SEO projects.
