Executive 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.

Show Notes

  • 02:12
    How SEOs can effectively communicate with executives
    Get 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.
  • 05:32
    How leaders should communicate with executive team members about SEO
    Showcase 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.
  • 10:09
    Handling SEO challenges as an executive
    SEO is misunderstood and causes frustration when theres miscommunication. Unsuccessful SEO initiatives provide an opportunity to educate executives around KPIs to look for.
  • 12:09
    Communicating about SEO to external stakeholder groups
    Avoid 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.
  • 15:50
    How leaders can communicate about SEO to the entire organization
    Talk 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.


  • "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

  • "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

  • "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

  • "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

  • "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

  • "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

  • "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

  • "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

  • "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

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