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

Gabrio Linari, Director and Owner of ROCK SEO, explores effective SEO management strategies. Effective stakeholder management and setting clear expectations are essential for successful SEO initiatives. By fostering open communication, understanding stakeholder needs, and providing clear insights into the process, SEOs can build trust and demonstrate the value of their efforts to all involved parties. Today, Gabrio discusses stakeholder management and setting expectations in SEO
About the speaker

Gabrio Linari

ROCK SEO

- ROCK SEO

Gabrio is Director and Owner of 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 beginning, 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

Quotes

  • "If you have good and open communication with the SEO manager, that will make it easier for you to communicate and relay messages to other internal people." - Gabrio Linari

  • "If you have a good relationship with a client, that client can become an advocate for yourself or for your company." - Gabrio Linari

  • "Sending gifts is a no-go, but inviting clients to conferences can be a great way to build a relationship and create an opportunity to connect in person." - Gabrio Linari

  • "Sometimes things are outside our control like Google updates or strategies no longer working. With leading KPIs, we can show our efforts, such as publishing 20 pieces of content as contracted." - Gabrio Linari

  • "Proving the value of SEO efforts in achieving business goals can lead to increased trust from clients and potential for more opportunities and budgets in the future." - Gabrio Linari

About the speaker

Gabrio Linari

ROCK SEO

- ROCK SEO

Gabrio is Director and Owner of ROCK SEO

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