When SEO education goes too far — Tyson Stockton & Jordan Koene // previsible.io

Co-Founders of PreVisible, Tyson Stockton and Jordan Koene, wrap up their hosting stint this week, talking about educating organizations in SEO. As a discipline that’s ever evolving, there’s always something new in SEO. Where should SEO leaders draw the line when it comes to training cross-functional teams? Today, Jordan and Tyson talk about educating cross-functional teams in the organization on SEO.

Show Notes

  • 02:29
    Working with people who know already know enough SEO
    This sentiment is usually expressed by persons who have some exposure to SEO, but are likely to make costly mistakes if tested.
  • 04:16
    Overeducating cross
    Overeducation can happen when SEO is prioritized in cases where it should not be the focal point. Its about incrementally coaching to ensure that absorption can occur.
  • 08:09
    SEOs and prioritization
    Its important that SEO education addresses prioritization. Its about teaching teams the right way to do things to avoid wasting time correcting mistakes.
  • 06:44
    The importance of assessing your teams SEO knowledge
    As an SEO leader, your first step should be figuring out where everyone on your team is knowledge-wise. From this assessment, youll understand which topics need to be addressed.


  • "If you know enough to be dangerous, you know enough to have a conversation. So how about we start there?" -Jordan Koene, Co-Founder, PreVisible

  • "There are scenarios where you can overindulge on SEO, where SEO becomes a hyper focus. When in reality it shouldn't be." -Jordan Koene, Co-Founder, PreVisible

  • "SEO shouldn't be in the top 100 things that you do if you're a brand new Shopify owner. You cant even attract consumers to your Shopify site, much less find them from Google search." -Jordan Koene, Co-Founder, PreVisible

  • "Overeducation is a byproduct of the misprioritization of SEO." -Jordan Koene, CEO & Co-Founder, PreVisible

  • "When dealing with cross-functional teams, they have mixed levels of priorities. SEO isnt even 50% of their job. You run up against limits to how much someone can absorb." -Tyson Stockton, Co-Founder, PreVisible

  • "If I can keep coaching incrementally cross-functional teams, that is going to help save time in my day to day and make the possibility of being successful in search as an organization stronger." -Tyson Stockton, Co-Founder, PreVisible

  • "The fundamental challenge that all SEOs have is prioritization. What is it that we're doing and why are we doing it?" -Jordan Koene, Co-Founder, PreVisible

  • "If you've got millions of useless pages, and no inventory on them, why is Google going to care about the rest of your site?" -Jordan Koene, Co-Founder, PreVisible

  • "If I can save hours in my day by creating proper education documentation, I avoid having to clean up mistakes. That allows me or my team to focus on innovative ideas to implement." -Tyson Stockton, Co-Founder, PreVisible

  • "We recently had an issue where a whole bunch of pages got deindexed. It was purely because the education level of the engineering team was not at a place where they could understand the requirements of the ticket." -Jordan Koene, Co-Founder, PreVisible

  • "If you're managing an SEO program, your first step is always going to be figuring out what your plan is." -Tyson Stockton, Co-Founder, PreVisible

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