Gaining SEO buy-In within large enterprises

Sharon Perdue, Director of SEO and Content Performance at Autodesk, delves into securing buy-in for SEO. Despite being a powerhouse in driving traffic and revenue, SEO often lacks recognition and support within organizations. However, through effective communication and comprehensive SEO education, we can bridge the knowledge gap and secure the resources needed for game-changing initiatives. Today, Sharon discusses gaining SEO buy-in within large enterprises.
About the speaker

Sharon Perdue

Autodesk

is a little camera shy

Sharon is Director of SEO and Content Performance at Autodesk

Show Notes

  • 01:47
    SEO buy in challenges in large enterprises
    The biggest challenge in getting SEO buy-in within a large enterprise is that executives and leaders dont fully understand its value. Using broader marketing and business terms can help bridge the gap in understanding and secure buy-in from stakeholders.
  • 04:19
    Simplifying SEO communication for executives
    SEO must shift their mindset from proving themselves through technical explanations to focusing on the bottom line and strategic goals. Listen to the language and terminology used by executives and other stakeholders, and adapt to effectively communicate the value of SEO.
  • 09:16
    Leveraging data to prove the value of SEO
    Present executives with data showcasing organic search's contribution to website traffic. When collaborating with different departments, understand their KPIs and frame your message around their specific goals to demonstrate how SEO aligns with their objectives.
  • 14:06
    Securing stakeholder buy in for SEO initiatives
    Adopt an agency mindset, focusing on delivering measurable results aligned with the goals and objectives of stakeholders. Understand their pain points, and KPIs, and find common ground by identifying how SEO can address their specific pain points and drive their objectives.
  • 19:08
    SEO forecasting for leadership and engineering buy in
    When pitching technical initiatives, forecast their impact, such as potential traffic and revenue growth. Even if forecasts aren't perfect, putting in the extra effort to create them and explain the logic to partners can help us secure buy-in and prioritization from devs and leadership.
  • 24:26
    The importance of SEO visibility and evangelism within organizations
    Despite being a major driver of traffic and revenue, the value of SEO often goes unrecognized. It's crucial to advocate for SEO within the organization and emphasize its impact consistently. Visibility and evangelism are essential to garnering support and resources.
  • 26:31
    Measuring SEO impact through KPIs and business outcomes
    Train SEO team members on the complexities and nuances of measuring SEO impact, providing them with the skills to create measurement plans effectively. Prioritize aligning SEO tactics and initiatives to business outcomes and KPIs for measurement.

Quotes

  • "SEOs must move beyond trying to prove ourselves through technical explanations. Instead, we must listen to the language of executives and others to recognize what's important to them and adopt that language." - Sharon Perdue

  • "When you're the primary driver of traffic and revenue, it's easy to expect people should just recognize how amazing SEO is and invest. But that's not the case and you must champion SEO within the organization." - Sharon Perdue

  • "When it comes to SEO initiatives, one thing to consider is your goals and objectives. If you're working with a different team, it is critical to be versed in what their goals, objectives, and KPIs are for the year." - Sharon Perdue

  • "If we can forecast revenue or pipeline being created, that opens doors right up to the highest levels of leadership." - 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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