7 essential tips to win the long game

Have you ever felt like your team has a million great ideas, but are falling behind due to challenges in getting the support needed to get things done?

It’s a common hitch in enterprise SEO, where the sheer volume of initiatives and approvals required can threaten the success of even the best ideas.

In this column, you’ll find tips that will help you bridge the gap between SEO and the rest of the business to drive a growth strategy based on my own experience of having to overcome internal objections.

Earlier in my career, I had this feeling that SEO was understated; We have a lot of potential but we lacked enough support to gain traction.

There have always been older SEO ideologies that simplify the topic of SEO.

When I took over as SEO Leader, I still had the same outlook.

Despite our success, I couldn’t figure out why we couldn’t get the support we needed.

That all changed with this advice I still live by as a leader: “Stop talking about SEO.”

Believe me, when I first heard it I was surprised.

What do you mean, stop talking about it? This is what we do.

But they were right. If we can’t tie SEO to a specific job Objectives Overall Benefits – Our software will never reach its potential.

They were right, and it changed my view of how I lead and represent the SEO team.

With this change of mindset, my SEO career has also progressed faster than I could have ever imagined.

Here are 7 ways our team is living according to that mantra and is now growing much more organic research program as a result.

1. Improve your understanding of business

It’s easy to keep your head down and stay very focused on what you’re working on – what affects you directly.

But without a proper understanding of how your company operates, set up and monetizes, you will never reach your full growth potential.

Constantly improve your understanding of what you know about the company, and as it changes, change with it.

This can be intimidating if you change industries.

For example, moving from traditional e-commerce to a lead generation or advertising subscription business requires a shift in mindset and an appetite to learn the ins and outs of what that actually means.

I started in the steel industry and am now in the auto industry, and there’s a very real learning curve in switching verticals like that.

Don’t be afraid to take time with business partners to review their areas, how they contribute to the business, and how success is measured.

2. Learn more about what the company discovers is important

Once you understand the business, it is imperative that you understand what executive leadership and cross-functional teams find essential.

This means understanding end-to-end business OKRs down to team-wide KPIs. Understanding these starts to prepare you for how to achieve success.

KPIs can vary and may not be traditional you’re used to, such as visits and revenue.

If you lead a content-driven organization, you may find that you need to implement metrics that show the true value of your product, such as market share, scroll depth, video playback, or lifetime value.

3. Simplification. simplification. Simplify again.

You can get the coolest idea ever, but good luck if you come to a meeting with senior leadership with a 30-segment group on all the SEO tactics you want to use.

Put the information into a coherent story that answers the who, what, why, how – and most importantly why.

Why do we do this?

All the great info you’ve collected on how to implement can happily live in the index and if a question arises, you still have everything you need.

The more you interact with your leadership, the clearer their expectations and the material that resonates with them.

Never be afraid to reach out and ask for feedback to help provide information about your next presentation or presentation.

4. Don’t be afraid of expectations

It will always be difficult to get support for your SEO business if you never show prospects.

As SEO experts, we often hesitate to make predictions.

But did you know? We don’t have to be.

Nobody in your organization knows SEO better than your team. So, if someone is going to make predictions, it should be you!

Search Engine Optimization (SEO) is not a mysterious black box that we don’t understand.

While there are factors and features of the SERP that are beyond our control, we have so many tools, data, and other resources that putting rough forecasts together shouldn’t be difficult.

You don’t have to reinvent the wheel, as there are many SEO articles on forecasting.

This gives you a subscription to C Suite and also gives your partners in marketing, products, engineering, etc. a valid argument for choosing your business in a world of forever competing priorities.

5. Don’t be defensive

There are often questions about SEO, especially when you add complexity or delay other types of work.

Before you get defensive, take a step back and look at it from the perspective of someone who doesn’t live and breathe research.

Take the time to build relationships with your partners and look for opportunities to teach them and give them some background.

It may sound time consuming, but over time, in-house partners with an excellent understanding of the basics become your most loyal SEO advocate!

Tessa Nadec talks about winning organizations buying SEO initiatives.

This is no different than joining a new company, learning its business plans, and becoming an advocate for those plans.

We’ve had great success with this strategy, and this can start by creating some best practice documentation starting with the basics and continuing to add to this library. This can also be great when new team members join in.

Our partners know how to reach us with any questions and have an open dialogue about SEO and where we can bargain or achieve exactly what we want.

6. Know how and when to set priorities

Not every SEO initiative is equal, and your business isn’t always the top business priority in every race.

As an SEO leader, you need to know when to die from something and when it’s best to compromise.

We are all working towards the same result, and by refusing to prioritize and compromise, your relationships and trust begin to deteriorate.

Wherever you work, share a priority list with your KPIs so you can quickly help prioritize them against other businesses.

7. Socialize and share success

No enterprise SEO team is an island.

Again, louder for those in the back: There is no successful SEO team alone.

Enterprise SEO becomes increasingly complex with factors such as content, basic web fundamentals, user experience, brand reputation, conversion, lead quality, information architecture, and all of that more.

We cannot specialize in everything.

Our company has an amazing team of products, engineering, user experience and analytics, who are equally responsible for driving success.

We are one team working together and specialized in our respective fields, which creates a success multiplier and gives everyone a sense of pride in what we have built for our clients.

This is a great model for any product-led organization.

last thoughts

Enterprise conviction does not happen overnight. But by starting to take the initial steps toward what’s described above, you’re well on your way!

Stay focused and don’t get discouraged, as longevity is critical to the continuity of your organic program.

Understanding your business should be the first step and can help clarify the next steps for your purchase.

These tips are great whether you’re an individual contributor communicating with your manager or a rising leader communicating with executive leadership.

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Featured Image: fizkes / Shutterstock

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