How to effectively create SEO buy-in with leadership

Director of Content Marketing & Production at PBS (Public Broadcasting Service), Anaïs Cayo, discusses how to effectively create SEO buy-in with leadership. In this episode, Anais shares her perspectives on: strategies for demonstrating SEO value to leadership, importance of data in securing leadership support for SEO, impact of SEO on national and local PBS programming, resource allocation for effective SEO management at PBS, sharing SEO successes and learnings across PBS stations.
About the speaker

Anaïs Cayo

PBS (Public Broadcasting Service)

- PBS (Public Broadcasting Service)

Anaïs is Director of Content Marketing and Production at PBS (Public Broadcasting Service)

Show Notes

  • 01:30
    Strategies for demonstrating SEO value to leadership.
    The discussion focused on creating a compelling business case to illustrate the unique benefits of organic traffic for PBS and its affiliates.
  • 04:50
    Importance of data in securing leadership support for SEO.
    Highlighted how backing proposals with data can persuade leadership to invest in SEO initiatives, leading to the approval of a full-time SEO position.
  • 07:10
    Impact of SEO on national and local PBS programming.
    Explained how effective SEO strategies elevate program visibility on Google, benefiting both national shows and local station content.
  • 09:45
    Resource allocation for effective SEO management at PBS.
    Described the transition from having no dedicated SEO resources to establishing a well-supported SEO team that undertakes various pilot projects and schema enhancements.
  • 12:30
    Sharing SEO successes and learnings across PBS stations.
    Discussed how webinars and presentations at annual meetings help disseminate successful SEO practices and foster a collaborative environment among stations.

Quotes

  • "part of my team creates experiences on pbs.org, whether they're microsites for particular shows, like for example, Ken Burns, we curate all of his websites on pbs.org." - Anaïs Cayo

  • "Our programming teams are getting more into digital exclusive content. So we've been working very closely on, you know, digital series across pbs.org, PBS app and YouTube." - Anaïs Cayo

  • "We try to get as much feedback as possible on whether the direction of a national strategy, for example, of a marketing campaign is fitting with the goals of what the station is trying to achieve." - Anaïs Cayo

  • "a lot of the times people are kind of nervous to ask questions during a webinar. But afterwards, we get direct messages with unique questions so that we can help support one-on-one." - Anaïs Cayo

  • "PBS.org is a very strong domain. We've had a lot of sites for shows that have been around for 20, 25 years that teachers still use as a resource for unbranded search queries have nothing to do with PBS, but then they land on it." - Anaïs Cayo

About the speaker

Anaïs Cayo

PBS (Public Broadcasting Service)

- PBS (Public Broadcasting Service)

Anaïs is Director of Content Marketing and Production at PBS (Public Broadcasting Service)

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