7 Essential Tips For Winning The Long Game


Have you ever felt like your team has a million great ideas, but is held back by the challenges of buying and selling only the essentials to get things done?

This is a common obstacle in enterprise SEO, where the need for massive initiative and approval can threaten the success of even the best ideas.

In this column, you will 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 experiences of addressing internal objections.

Earlier in my career, I was plagued by the feeling that SEO was undervalued; That we had that much potential but lacked enough buy-in to gain traction.

There were always old SEO ideologies in play that simplified what SEO was.

When I took my first SEO leader position, I had the same attitude.

Despite our success, I couldn’t understand why we didn’t get the support we needed.

That all changed with one piece of advice that I continue to live by as a leader: “Stop talking about SEO.”

Trust me, when I first heard that I was shocked.

What do you mean, stop talking about it? that’s what we do,

But they were right. If we could not link SEO to specific business target – Massive Benefits – Our program will never reach its potential.

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

With that change in mindset, my SEO career went faster than I ever imagined.

Tessa Nadik on Getting a Buy-In at Enterprise SEO

Here are 7 ways our team lives by that mantra and has resulted in even more significant growth in our organic search program now.

1. Improve your understanding of business

It’s easy to keep your head low and over-focused on what you’re working on – that directly affects you.

But without a proper understanding of how your company operates, builds and earns, 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.

If you switch industries it can be scary.

As an example, moving from traditional e-commerce to lead generation or advertising subscription business requires a change in mindset and an appetite to learn about what it really means.

I Started in steel industry And now I’m in automotive, and there’s a very real learning curve in switching verticals like this.

Don’t be afraid to schedule some time with business partners to get to know their areas and how they contribute to the business, and how success is measured.

2. Learn more about what matters to the business

Once you understand business, it’s important to understand what executive leadership and cross-functional teams find essential.

That means understanding broad business OKRs to the bottom Team-Level KPIs, By understanding these, you start getting ready for how you will achieve success.

KPIs may vary and may not be the traditional ones you are accustomed to, such as visits and revenue.

If you’re leading a content-based organization, you may find that you need apply metrics Those that show the true value of your product, such as market share, scroll depth, video play, or lifetime value.

3. Simplify. Simplify. Simplify again.

You may have the most brilliant idea ever, but good luck if you come across a meeting with senior leadership with a 30-slide deck about all the SEO tips you want to use.

Put the information into a cohesive story that answers the who, what, why and how – why is most important.

Why would we do that?

All the great information you’re going to execute can happily live in the index and if any questions arise, you still have everything you need.

The more you interact with your leadership, the more clear their expectations and what content will resonate with them.

Never be afraid to contact and ask for feedback to help inform your next pitch or presentation.

4. Don’t be afraid of guesses

It will always be challenging to get buy-in for SEO work if you never show estimates.

As SEO experts, we often hesitate to guess.

But you know what? We shouldn’t be.

No one knows SEO in your organization better than your team. So if anyone had to guess, it would be you!

SEO is not some mysterious black box that we do not understand.

While there are factors and SERP features beyond our control, we have so many tools, data, and other resources that it shouldn’t be difficult to put together a rough estimate.

You don’t need to reinvent the wheel, as there are many SEO articles out there about Forecast,

This gets you a C-suite buy-in and gives your partners in marketing, product, engineering, etc. a valid argument for choosing your job in a world of ever-competitive priorities.

5. Don’t Get Defensive

There are often questions about SEO, especially when it adds complexity or delays other types of work.

Before you get defensive, take a step back and look at it from the perspective of someone who isn’t alive and breathing in pursuit.

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

This may sound time-intensive but with time, an in-house partner with an excellent understanding of the fundamentals becomes your most loyal SEO advocate!

Tessa Nadik on winning Enterprise Buy-In for SEO Initiatives.

It’s no different than joining a new company, learning their business plans, and becoming an advocate for those plans.

We’ve seen a lot of success with this strategy, and it can start by setting up some best practice documentation Starting with the basics and continuing to add to this library. These can also be great when new team members join in.

Our partners know to contact us with any questions and have an open conversation about SEO and where we can compromise or achieve exactly what we want.

6. Know How and When to Prioritize

Not every SEO initiative is the same, and your work in every sprint isn’t always the top business priority.

As an SEO leader, you need to recognize when something is to die for and when it is better to compromise.

We are all working towards the same outcome and your refusal to prioritize and compromise tends to ruin your relationships and trust.

Whoever you work with, share a priority list with KPIs to help you prioritize them over other tasks quickly.

7. Socialize and Share Success

No enterprise SEO team is an island.

Loud again for the guys in the back: No SEO Team Succeeds Alone,

SEO at the enterprise level becomes increasingly complex with factors such as content, core web vitals, user experience, brand reputation, conversions, lead quality, information architecture, and more.

We cannot specialize in all of this.

Our company has an amazing product, engineering, UX and analytics team that is equally responsible for driving success.

We are a team working together and gaining expertise in their respective fields is what creates compounding success and gives everyone a sense of pride in what we have created for our consumers.

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

final thoughts

Enterprise buy-in doesn’t happen overnight. But by taking the initial steps towards the steps mentioned above, you are well on your way!

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

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

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

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Featured image: Fizzcase/Shutterstock





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