Stakeholder management & setting expectations — Gabrio Linari // ROCK SEO

Show Notes

• ·02:13 - SEO program assessment for expectation setting When working with new clients, ask about their objectives and how they measure results, even if not directly engaging the most relevant stakeholder. Ensure that the information exchanged is effectively communicated throughout all levels of the organization. ·04:11 - Managing stakeholders and setting expectations in SEO While major stakeholders may be busy, from the begi ing, they should be informed about key developments, especially related to payments and timeframes. As SEO takes time, it is crucial for SEOs to manage expectations and communicate timelines based on data. ·09:30 - Identifying cross functional contacts for SEO collaboration Typically, the SEO manager is the key point of contact on the client side, while its a director or account manager on the agency side. The key is to establish good relationships with these individuals to ensure effective communication and collaboration with internal teams. ·11:37 - How to build constructive relationships with stakeholder groups Building constructive relationships with various stakeholder groups in both remote and hybrid settings requires more than just work-related discussions. If needed, switching team members to better align with specific clients can also improve relationships and project outcomes. ·17:51 - Setting clear expectations for SEO projects Tailor expectations based on the client's SEO knowledge and take the opportunity to educate clients who are less familiar with SEO. Communicate about potential delays, costs, and deliverables, and seek guidance from senior colleagues when necessary. ·27:04 - Demonstrating success with leading KPIs As SEOs, sometimes there are factors beyond our control like Google updates or strategies no longer working. However, leading KPIs allow you to showcase your accomplishments and demonstrate progress towards the intended goals, despite these changes. ·28:35 - Proving the value of SEO work SEO must educate stakeholders on the broader impact of SEO, emphasizing business objectives and tangible results rather than only focusing on rankings. Proving the value of SEO builds trust with clients and opens up opportunities for more business and increased budgets