Goal 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.

Show Notes

  • 03:29
    Managing goal setting conversations with executives
    It boils down to the ability to speak to different stakeholder groups outside of SEO. Ultimately, investments should be aligned to their interests in order to get all parties on the same page.
  • 06:36
    The relevance of goal setting and progress reporting with executives
    OKRs, earning calls, etc enable SEOs to align to where the executive teams interests lie. Understanding the companys vision is integral to making these conversations meaningful.
  • 10:20
    Meeting the expectations of executives as in
    In-house SEOs can create SEO alignment with executive team goals from all hands meetings. Agencies can reset priorities around the clients goals to avoid rewriting contracts.
  • 11:58
    Quantifying opportunities within SEO and managing executive team expectations
    Define accurate leading and lagging KPIs for your core initiatives. Demonstrate how those KPIs link to business goals and outcomes to show performance to the executives.


  • "All websites have goals. But more often than not, there's a huge mismatch between the activities SEOs are investing in, and what the company wants to achieve." -Jordan Koene, Co-Founder, PreVisible

  • "As SEOs, we need to understand the conversion funnel in a way to influence it from an SEO standpoint. And ensure that we're investing our time and energy to the outcome which is ultimately revenue." -Jordan Koene, Co-Founder, PreVisible

  • "It's not as simple as just go get me a thousand backlinks and come back. Let's connect that to some goals. How about we have that conversation?" -Jordan Koene, CEO & Co-Founder, PreVisible

  • "Regardless of whether you're in-house or external listening to earnings calls, understanding the company vision is the biggest key to grabbing executive attention and making it easier for you." -Tyson Stockton, Co-Founder, PreVisible

  • "Often something that we forget as SEOs is that the goal of our work isn't to prove Google right. It's to help grow Google traffic for our business." -Jordan Koene, CEO & Co-Founder, PreVisible

  • "SEO is often associated with marketing, but is delivered through product and supported by content. Its very important for SEOs to recognize that ROI is not a great tool for measuring SEO." -Jordan Koene, CEO & Co-Founder, PreVisible

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