The importance of technical SEO for non-technical people — Colette Casey // Mary Kay

Colette Casey, Manager of Analytics and SEO at Mary Kay, shares her insights on SEO partnerships and technical SEO for non-technical people. Marketers have a tendency to write off technical issues as IT problems. However, these technical issues directly impact customer experience and acquisition, making it crucial for us to identify these issues and collaborate with our IT partners to resolve them. Today, Colette discusses the importance of technical SEO for non-technical people.
About the speaker

Colette Casey

Mary Kay

 - Mary Kay

Colette is Manager of Analytics and SEO at Mary Kay

Show Notes

  • 03:01
    The importance of understanding SEO for non technical people
    Non-technical individuals benefit from understanding SEO as it directly impacts brand visibility, reputation, and dominance in online searches. Technical SEO knowledge offers a sense of control over website performance, even amidst Google's algorithm changes.
  • 05:31
    Technical SEO and the importance of partnerships for non technical people
    For non-technical people, it's essential to speak the language of technical partners without mastering the technicalities yourself. Use self-education resources like YouTube to understand core concepts, identify issues, and communicate with technical partners for resolutions.
  • 08:12
    Approaching technical solutions for non technical individuals in SEO
    For non-technical individuals, focusing on customer experience and acquisition impact is key when addressing technical SEO issues. Collaborate with technical partners and emphasize the customer journey's impact to resolve specific technical challenges.
  • 11:26
    Navigating complex technical issues
    In complex scenarios, marketers should investigate why specific pages or products aren't visible or performing well in search results. This involves leveraging Google searches and reframing the narrative from being a technical issue to an acquisition and experience issue.
  • 13:33
    Aligning corporate language with customer search behavior
    When managing content within large brands, it's crucial to analyze not only keyword research but also the language customers use in their searches. Adapting to customer terminology is essential for effective SEO and connecting with the audience on their terms.
  • 14:48
    Continuous learning for non technical SEO management
    To stay sharp in managing SEO as a non-technical person, take advantage of conferences, SEO events, and online resources to stay updated. Listen to technical podcasts to understand the language and foster better connections with technical experts when communicating

Quotes

  • "For non-tech individuals, its shifting from 'an IT problem' to 'customer experience issues, and I'm not being found, which impacts my acquisition strategy.' Sharing this with IT, we resolve it collaboratively." - Colette Casey

  • "We must learn the language of our customers. You could have corporate speak with some fancy word for something, but you have to ensure that you're bringing them in with the language they're using." - Colette Casey

  • "Don't be afraid to listen to a podcast with the word technical in it. While it may not apply to you, you can learn the language technical people speak so that you're able to better connect when communicating with them." - Colette Casey

About the speaker

Colette Casey

Mary Kay

 - Mary Kay

Colette is Manager of Analytics and SEO at Mary Kay

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