Introduction | SEO for Executives — Tyson Stockton & Jordan Koene // Previsible.io
Tyson Stockton & Jordan Koene
Previsible.io
- Part 1 Introduction | SEO for Executives — Tyson Stockton & Jordan Koene // Previsible.io
- Part 2Goal Setting | SEO for Executives — Tyson Stockton & Jordan Koene // Previsible.io
- Part 3Resources and Investment | SEO for Executives — Tyson Stockton & Jordan Koene // Previsible.io
- Part 4Managing and Leading | SEO for Executives — Tyson Stockton & Jordan Koene // Previsible.io
- Part 5Executive Communication | SEO for Executives — Tyson Stockton & Jordan Koene // Previsible.io
Show Notes
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03:59Breaking down tension between SEOs and managementMinimize the ambiguity around KPIs being measured in order to build trust with executives. Align SEO undertakings and KPIs being measured to the organizations goals.
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08:32Goal setting conversations with executivesIn SEO, the answers to executive questions and future outcomes wont always be readily acceptable. However, its critical to follow up with a response formulated on good data sources.
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12:45Missing the mark with leading KPIsLeading KPIs can sometimes lead SEOs down the wrong path and result in failure. Good executives acknowledge the failure, but expect improvement at defining the leading KPIs.
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13:56Topics to be covered during SEO Education WeekGoal setting and progress reporting, as well as investments that will drive SEO success. Managing SEO at the organizational level and executive communication will also be discussed.
Quotes
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"Accept that SEO has some unique characteristics. But, try to minimize those differences, and align to how the rest of the organization is looking at other growth channels within the business." -Tyson Stockton, Co-Founder, PreVisible
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"If there's ever been a growth channel with tons of ambiguity, its our friend, SEO. Create clear guardrails around the KPIs being measured and why, to build trust with your executive team." -Jordan Koene, Co-Founder, PreVisible
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"There will be scenarios that are in the gray area of it depends for SEOs. But, there will also be areas that you'll have to make a commitment to a goal, or a growth target." -Tyson Stockton, Co-Founder, PreVisible
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"The greatest growth skill an SEO can develop is the ability to say, I'm going to get back to you on that. There are many scenarios in conversations with executives where the roll out is unclear." -Jordan Koene, CEO & Co-Founder, PreVisible
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"Failure is part of SEO, and missing the mark with leading KPIs sometimes leads us down the wrong path. Good executives will recognize that and hope you get better at defining the leading KPIs." -Jordan Koene, CEO & Co-Founder, PreVisible
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"Executive communication isnt just what you're telling the executive, but what should be communicated about SEO within the executive team. And, how it should be presented to the entire organization." -Tyson Stockton, Co-Founder, PreVisible
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"Acknowledge the uniqueness of SEO as a channel. You wont have the traditional, linear results of other channels. But, the opportunity is so much greater that you want to find that middle ground." -Tyson Stockton, Co-Founder, PreVisible
- Part 1 Introduction | SEO for Executives — Tyson Stockton & Jordan Koene // Previsible.io
- Part 2Goal Setting | SEO for Executives — Tyson Stockton & Jordan Koene // Previsible.io
- Part 3Resources and Investment | SEO for Executives — Tyson Stockton & Jordan Koene // Previsible.io
- Part 4Managing and Leading | SEO for Executives — Tyson Stockton & Jordan Koene // Previsible.io
- Part 5Executive Communication | SEO for Executives — Tyson Stockton & Jordan Koene // Previsible.io
Up Next:
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Part 1Introduction | SEO for Executives — Tyson Stockton & Jordan Koene // Previsible.io
PreVisible Co-Founders, Tyson Stockton and Jordan Koene, guest host SEO Education Week and dive into SEO for executives. As an SEO, your growth and success depend on whether executives are able to recognize the value you create for the organization. While ambiguity around many of the decisions you make is a given, clearly outlining and communicating around the KPIs you're measuring can build trust with your executive team. Today, Jordan and Tyson discuss setting expectations with executives.
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Part 2Goal Setting | SEO for Executives — Tyson Stockton & Jordan Koene // Previsible.io
PreVisible Co-Founders, Tyson Stockton and Jordan Koene, guest host SEO Education Week and dive into SEO for executives. Measuring the impact of SEO creates unique challenges due to the way that the channel grows. As a result, many SEOs struggle to secure buy-in from clients and executives, when showcasing their initiatives and reporting on their progress. Today, Jordan and Tyson discuss goal setting and progress reporting.
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Part 3Resources and Investment | SEO for Executives — Tyson Stockton & Jordan Koene // Previsible.io
PreVisible Co-Founders, Tyson Stockton and Jordan Koene, guest host SEO Education Week and dive into SEO for executives. There’s often a misconception amongst those outside of SEO that SEO is a free source of traffic. It’s up to SEOs and those that manage SEO functions to recognize that SEO is able to bring a lot of value to an organization, but it requires investment for successful scale and growth. Today, Jordan and Tyson discuss what executives should be looking for when it comes to investing in SEO.
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Part 4Managing and Leading | SEO for Executives — Tyson Stockton & Jordan Koene // Previsible.io
PreVisible Co-Founders, Tyson Stockton and Jordan Koene, guest host SEO Education Week and dive into SEO for executives. At the organizational level, SEO doesn't operate within silos and several other departments and stakeholders play a vital role in achieving SEO success. Executives must be able to assess and identify these pain points and limitations in order to make the most profitable investments into SEO. Today, Jordan and Tyson discuss how executives can manage and reduce limitations around SEO within an organization.
Play Podcast -
Part 5Executive Communication | SEO for Executives — Tyson Stockton & Jordan Koene // Previsible.io
PreVisible Co-Founders, Tyson Stockton and Jordan Koene, guest host SEO Education Week and dive into SEO for executives. SEO isn’t a standalone activity and requires buy-in from functions like marketing, product, engineering, etc to be successful. This success depends on how well leaders can showcase the importance of SEO across those teams while identifying the levers that will drive growth. Today, Jordan and Tyson discuss SEO communication with executives.
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