Executives perspective on SEO — Elaine Richards // Basecamp
- Part 1 Executives perspective on SEO — Elaine Richards // Basecamp
- Part 2Remote work for SEO’s — Elaine Richards // Basecamp
Show Notes
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03:27The understanding of SEO at the executive levelAt the executive level, theres an understanding of the significance of organic search traffic. And its a channel that you want to master, but its quite difficult to master because it isnt linear.
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04:24The nonlinear nature of SEOIn comparison to other marketing channels, SEO isnt as predictable. And most executives are used to having control over these channels, but SEO doesnt offer that control.
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05:35Challenges with SEO as a channelSEO is made of several different components. Theres the technical side, content quality piece, and the searchability aspect. Then theres the challenge of Google algorithm updates throughout the year.
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09:09Getting crossA good SEO strategy involves a number of different cross-functional teams. So, executives have to figure out ways to clear the organizational silos and barriers to these strategies a success.
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11:27SEOs building trust with executivesTrust is built over time and what executives care about are results. So, it is best to have some leading indicators to show your executives some numbers to gauge your progress in the process.
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15:03Choosing KPIs to report on to executivesOnly choose the KPIs that actually reflect the work youre putting in so that you can demonstrate your impact. Provide executives with a broad overview on how initiatives are going so they can report to the rest of the organization.
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17:20How SEOs can become stronger business partners to the organizationUnderstand what is expected from you and how that relates to the companys goals. Ultimately, its about aligning the SEO strategy to the companys objectives as closely as possible.
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21:47Tips for transitioning from the SEO role into leadershipDemonstrate how your SEO skills align to business success and objectives. Moreover, you have to be able to bring people from different departments together to work towards one common goal.
Quotes
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"It's very common that the number of functional areas you need to work with to execute a good SEO strategy is going to cross function." -Elaine Richards, COO, Basecamp
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"In SEO, you have to have leading indicators. The lagging indicators that your executive is looking for, like sales, are going to take a long time to come." -Elaine Richards, COO, Basecamp
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"Choose KPIs that you genuinely believe are reflective of the work and that you can impact." -Elaine Richards, COO, Basecamp
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"As an SEO, having an understanding of the definition of success and how it contributes to the success of the organization is really important in what you choose." -Elaine Richards, COO, Basecamp
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"So much of SEO is cross-functional. If you're a successful SEO, then you also have learned how to bring different people from different departments together under a common goal." -Elaine Richards, COO, Basecamp
- Part 1 Executives perspective on SEO — Elaine Richards // Basecamp
- Part 2Remote work for SEO’s — Elaine Richards // Basecamp
Up Next:
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Part 1Executives perspective on SEO — Elaine Richards // Basecamp
Elaine Richards, COO of Basecamp, discusses the executive's perspective on SEO. As SEOs, there are several steps we can take to be better business partners. It’s up to SEOs to create awareness for executives in terms of guidance on SEO initiatives within the business. Today, Elaine talks about the general understanding of executive knowledge on SEO.
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Part 2Remote work for SEO’s — Elaine Richards // Basecamp
Elaine Richards, COO of Basecamp, discusses embracing remote work. The pandemic basically catapulted many of us into remote working. And, while many of us loved the idea of skipping the work commute, as SEOs our willingness to reach out to cross-functional patterns unfortunately decreased. Today, Elaine talks about the future of remote work.
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