Executive Communication | SEO for Executives — Tyson Stockton & Jordan Koene // Previsible.io
Tyson Stockton & Jordan Koene
Previsible.io
- Part 1Introduction | 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 5 Executive Communication | SEO for Executives — Tyson Stockton & Jordan Koene // Previsible.io
Show Notes
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02:12How SEOs can effectively communicate with executivesGet an understanding of the executive teams pain points and goals. Use that understanding to craft messages that will enable them to communicate effectively with the whole organization.
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05:32How leaders should communicate with executive team members about SEOShowcase SEOs importance and its alignment to business goals, to other executives. Ensure those conversations are happening with each team to prioritize SEO across the board.
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10:09Handling SEO challenges as an executiveSEO is misunderstood and causes frustration when theres miscommunication. Unsuccessful SEO initiatives provide an opportunity to educate executives around KPIs to look for.
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12:09Communicating about SEO to external stakeholder groupsAvoid unrealistic future expectations from investors by treating SEO as objective-led. Bundle SEO KPI numbers with other marketing channels and tie them to overall business health.
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15:50How leaders can communicate about SEO to the entire organizationTalk about SEO to leaders and teams across the organization to spread the understanding of its importance. Recognize when other teams create wins around SEO through their channels.
Quotes
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"As an SEO, I need to enable my executive to communicate to the organization as a whole. As the executive, you need to lean on your SEO to ensure you have the inputs to craft that message." -Tyson Stockton, Co-Founder, PreVisible
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"One of the best ways to maintain a better and healthy relationship with your executives is to know what kind of reporting you need to provide to different stakeholders." -Jordan Koene, Co-Founder, PreVisible
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"If you're talking to a Head of Marketing, its useful to showcase how much paid spend has been invested by competition and by the business itself. Because paid spend could impact my SEO traffic." -Jordan Koene, Co-Founder, PreVisible
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"As the CEO of an organization, you shouldn't just be talking about SEO to one channel. Talk about SEO each of your stakeholder groups " -Tyson Stockton, Co-Founder, PreVisible
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"Just because I published a hundred blog posts this month. And next month I publish another a hundred blog posts doesn't mean that's going to yield the same result." -Jordan Koene, Co-Founder, PreVisible
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"Investors are looking for formulas, and SEOs a tricky space to build formulas out of. There's very good ways to avoid that. One of them is bundling SEO KPIs in with other marketing channels." -Jordan Koene, Co-Founder, PreVisible
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"You need analytic, data science, marketing, engineering, and content people. In bigger organizations, when leaders talk about SEO, the leaders of those other teams are more willing to support." -Jordan Koene, Co-Founder, PreVisible
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"Always give somebody else the credit, but Google. Even if it is Google, give it to the content team. Even though it was a Google update, they still made good content." -Jordan Koene, Co-Founder, PreVisible
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"As the leader of an organization, your role within making SEO successful is identifying the task and the levers that will drive that growth. Your objective is removing those bottlenecks." -Tyson Stockton, Co-Founder, PreVisible
- Part 1Introduction | 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 5 Executive 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.
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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.