Tech SEO Stakeholder Management — Tyson Stockton & Jordan Koene // previsible.io

PreVisible Co-Founders, Tyson Stockton and Jordan Koene, guest host SEO Education Week and dive into technical SEO. Setting proper expectations is critical when dealing with a variety of stakeholder groups. In enterprise organizations, understanding how to communicate and leverage reports with these different groups will make or break your technical SEO cause. Today, Jordan and Tyson discuss stakeholder management.
About the speaker

Jordan Koene

previsible.io

is a little camera shy

Jordan is CEO and Co-Founder at Previsible.io, a SEO consulting and education company that helps enterprise businesses scale organic search traffic, and educate their organizations.

Show Notes

  • 02:12
    Setting expectations with stakeholder groups
    Expectation management is an essential habit for high level technical SEO. When setting expectations with stakeholders, provide a range of outcomes to mitigate the margin of error.
  • 07:52
    Getting the right mix of resources to deliver on set expectations
    Getting the right resource allocation boils down to successfully connecting your technical SEO strategy to the business strategy. Then getting buy-in from involved partners and stakeholders.
  • 12:03
    Communicating with different stakeholder groups
    Communication and reports will vary according to the different stakeholder groups. SEO reporting should live in the same business intelligence tool used by the organization.

Quotes

  • "If you tell your boss that you're going to optimize seven blog posts, optimize seven blog posts and tell them that they're done. -Jordan Koene, Co-Founder, PreVisible

  • "Expectation management is a habit of fulfilling the obligations that you set forth. And those are the tactics necessary to do technical SEO at a high level." -Jordan Koene, Co-Founder, PreVisible

  • "If you're too conservative, you may not get the buy-in from executives, and the resources that you need. Whats been helpful is giving a range of outcomes." -Tyson Stockton, Co-Founder, PreVisible

  • "What I've seen organizations do well around technical knowledge is create tickets or scoping documents to incorporate a knowledge panel of information, before saying this is what I want done." -Jordan Koene, Co-Founder, PreVisible

  • "You can't just get core web vital data tomorrow and be satisfied with it. You need to have a look back window of a few months to understand your own website or the market." -Jordan Koene, Co-Founder, PreVisible

  • "If you've built the connections between your strategy and the business strategy, you're able to get the buy-in of other teams. Then, have your best odds at getting resource allocation." -Tyson Stockton, Co-Founder, PreVisible

  • "In an enterprise organization, you have to communicate with a variety of different stakeholder groups. And the reporting that's going to each of those groups should vary slightly." -Tyson Stockton, Co-Founder, PreVisible

  • "If your organization is using one BI tool for their reporting within the organization, that's the same place that your SEO reporting needs to live." -Tyson Stockton, Co-Founder, PreVisible

About the speaker

Jordan Koene

previsible.io

is a little camera shy

Jordan is CEO and Co-Founder at Previsible.io, a SEO consulting and education company that helps enterprise businesses scale organic search traffic, and educate their organizations.

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