Getting stakeholders buy-in — Jarrett Weathersby // Hewlett Packard Enterprise

Show Notes

• 02:03
  HPEs approach to SEO

  HPE adopts a global approach in SEO, initially targeting its main US user base and expanding to other countries. SEO is crucial for showcasing HPE's edge-to-cloud solutions, bridging knowledge gaps, and attracting prospective customers to their product offerings.
• 03:43
  The importance of SEO when dealing with enterprise to enterprise transactions

  SEO is crucial for customizing solutions for businesses with substantial budgets and quickly establishing trust by showcasing direct benefits. It efficiently guides potential clients toward informed purchasing decisions through tailored solutions and direct value propositions.
• 05:40
  Navigating stakeholder engagement in enterprise SEO

  These stakeholders include product leads, PMs, and program managers responsible for paid, TV, programmatic, etc. Its crucial to speak their language by showcasing the efficiency of organic search, ROI, traffic, and KPIs to gain buy-in and support for SEO initiatives.
• 07:48
  Tools and mechanisms to effectively communicate the value of SEO to stakeholders

  It boils down to understanding what they define as a KPI and leveraging tools like Teams for concise communication. By linking SEO efforts to tangible business outcomes like add-to-carts, you can capture stakeholder attention and develop a more impactful SEO strategy.
• 11:00
  Securing buy in from stakeholders and advancing the SEO process

  Encourage engagement by presenting targeted data that prompts questions and relates SEO's value to their products. As they ask more questions, refine the approach, showcase relevant case studies, and focus on scaling the successful SEO processes to their particular needs.
• 13:09
  Leveraging SEO data, insights, and reporting to encourage stakeholder buy in

  HPE uses dashboards to track metrics, but as the dashboards grow larger, organic search insights can get overlooked. To enhance stakeholder buy-in, Jarrett creates dedicated dashboards from the same datasets, ensuring that organic search is prominently displayed.
• 15:29
  Transitioning from an agency to an enterprise in house SEO role

  Jarrett's agency instilled a keen understanding of business cycles, seasonality, and managing stakeholder expectations. Understanding that results on a larger domain require more nuanced approaches contributes to his effective management of SEO expectations in an enterprise context.