How to Get Your Boss to Value SEO

TL;DR

To get your boss to appreciate SEO, focus on translating SEO benefits into business terms they understand. Engage with different departments to explain how SEO impacts the company’s goals, and foster relationships with key stakeholders to demonstrate SEO’s value in improving cash flow and reducing risk.

Transcript

solo hello everyone and welcome this to this first episode of the series of webinars where we're going to talk about some things other than the Gorby technical details of search with me today is is David dolkha who is a CEO and change advisor at fearless revival it's a company that helps companies actually get out of their own way teaching them abo... Read More

Key Insights

• SEO is often undervalued because many executives lack understanding of its impact on business goals.
• Engaging with the CFO can highlight the financial risks of losing organic traffic and the cost of paid alternatives.
• Many organizations don't integrate SEO into their processes, viewing it as an add-on rather than a core function.
• Successful SEO requires a customer-focused culture that prioritizes understanding and meeting customer needs.
• Agencies may prioritize paid search due to higher revenue potential, overshadowing the benefits of SEO.
• Educating internal stakeholders about SEO’s role can be achieved through simplified reporting and regular updates.
• AI in SEO is primarily used by search engines to better understand user intent and context, not as a direct optimization tool.
• SEO professionals need to adapt to organizational dynamics and communicate SEO’s value in business terms.

Questions & Answers

Q: How can SEOs communicate their value to senior leaders?

SEOs can communicate their value by translating SEO benefits into business terms that align with company goals, such as improved cash flow and risk reduction. Engaging with financial stakeholders like the CFO can highlight the cost implications of losing organic traffic, while fostering relationships across departments can ensure SEO is integrated into core business processes.

Q: Why is SEO often undervalued in organizations?

SEO is often undervalued because many senior leaders lack understanding of its impact on business objectives. This misunderstanding can lead to SEO being seen as an add-on rather than a core function. Educating stakeholders about SEO’s role in driving traffic, improving cash flow, and reducing risk can help elevate its perceived value.

Q: What role does AI play in SEO?

AI in SEO is primarily used by search engines to better understand user intent and context, allowing for more relevant search results. While AI can enhance search engine algorithms, it is not a direct optimization tool for SEOs. Instead, SEOs should focus on understanding customer needs and creating content that aligns with search intent.

Q: How can SEOs demonstrate the financial impact of their work?

SEOs can demonstrate the financial impact by engaging with the CFO to discuss the cost of not ranking organically and the potential savings from reduced paid search spending. By illustrating how SEO contributes to cash flow improvements and risk mitigation, SEOs can make a compelling case for their value within the organization.

Q: What challenges do SEOs face in large organizations?

In large organizations, SEOs face challenges such as being placed in the wrong department, lack of integration into core business processes, and insufficient understanding of SEO’s impact by senior leaders. Overcoming these challenges requires building cross-departmental relationships and educating stakeholders on how SEO aligns with business objectives.

Q: How can SEOs foster a customer-focused culture?

SEOs can foster a customer-focused culture by advocating for the integration of SEO into marketing and business strategies that prioritize understanding and meeting customer needs. This involves collaborating with departments like sales and customer service to ensure SEO efforts align with customer inquiries and search behaviors.

Q: What strategies can SEOs use to improve internal reporting?

To improve internal reporting, SEOs should focus on simplifying reports to highlight key metrics that align with business goals, such as traffic growth, conversion rates, and cost savings. Regular updates and communication with stakeholders can ensure SEO efforts are recognized and valued for their contribution to the company’s success.

Q: How do agencies impact the perception of SEO?

Agencies can impact the perception of SEO by prioritizing paid search due to its higher revenue potential, which can overshadow the benefits of organic strategies. SEOs can counter this by illustrating the long-term value and cost-effectiveness of SEO, advocating for a balanced approach that leverages both paid and organic tactics.

Summary & Key Takeaways

• SEO is often misunderstood by senior leaders, leading to underappreciation of its value. By translating SEO benefits into business language and engaging with financial stakeholders, SEOs can demonstrate their impact on cash flow and risk management. Building relationships across departments and simplifying reporting can further highlight SEO’s role in achieving business goals.

• Organizational alignment is crucial for SEO success. Many companies fail to integrate SEO into core processes, viewing it as an afterthought. By fostering a customer-focused culture and engaging with different departments, SEOs can ensure their work aligns with company objectives and is recognized for its contribution to revenue and risk mitigation.

• Agencies may prioritize paid search due to its revenue potential, but SEOs can counter this by illustrating the cost of not ranking organically. By engaging with CFOs and other stakeholders, SEOs can highlight the financial risks of losing organic traffic and advocate for a balanced approach that leverages both paid and organic strategies.