How do you explain SEO changes to stakeholders?

During 7 years of experience,I have discovered an effective approach to engaging with employers and elucidating the essence of SEO.It involves comprehending their decision-making process and understanding their unique personality traits.Before commencing any SEO endeavor, I make it a point to conduct a thorough meeting, spanning at least 90 minutes, during which I establish a connection with the employer. This interaction allows me to delve into the project's objectives and employ targeted inquiries that align with the employer's reasoning and decision-making style.My primary objective during these discussions is to gain insight into the employer's personality type, enabling me to effectively tailor my communication strategies accordingly.

While focusing on explaining the benefits is great, in my experience, it really comes down to prioritisation from the Top Boss. For a client intrinsically motivated to leverage SEO as a channel, explaining the 'why' of doing something certainly helps and pushes things forward. For a client who's decided to invest in SEO but is either too busy or disinterested in understanding what goes into getting results, may not necessarily prioritise issues, or even push their team to do so.

Stuff changes all the time, and that should be a given by now but the way to stay ahead of these changes for lack of a better term is to simply create unique and relevant content that your target audience cares about. It will be rare that algorithm changes will truly negatively affect you when you take that kind of approach.

I can tell you that emphasizing the benefits of SEO changes is a game-changer. When you present the outcomes of the changes rather than getting lost in the technical jargon, stakeholders can quickly grasp the positive impact on their business. It's like turning on a light bulb in their minds! By showcasing how the changes will boost their site's relevance, user experience, and authority, they can see how it directly translates into more organic traffic, leads, and ultimately, increased sales. And here's the secret sauce: tie the changes to their specific KPIs, and they'll be fully on board with the SEO improvements.

Everything you do in SEO should be aligned with the broader goals set by the company. These goals are often things like revenue or leads. Not every SEO task can be tied directly to revenue. For example, you may be able to forecast an estimated lift in revenue from a new content piece based on search volume, expected rank, CTR, and conversion rate. You might not be able to do this directly for an SEO project such as updating meta descriptions, but it still ties in to the broader goal of revenue via increased CTRs which leads to more traffic and more conversions.

Les algorithmes changent, le travail doit rester holistique et se baser sur la persévérance. Les avantages du SEO bien pratiqué : - gain de visibilité - identité de marque renforcée - cibles identifiées - meilleure conversion

Radio silence from developers is also a form of objection and can be incredibly frustrating. They may be swamped with work, believe the issue is unimportant (despite providing reasoning), or simply not know how to fix something. To break the silence, keep lines of communication open, and escalate the matter, if needed.

Addressing objections in SEO projects is like being a smooth talker! When objections arise, you've got to be ready to tackle them head-on. I would totally listen to the stakeholders with an open mind and acknowledge their concerns genuinely. whip out your evidence and show them the numbers! If they're worried about costs, lay out the long-term ROI and how the changes will pay off in spades. and don't forget to prioritize the high-impact stuff to calm their cost worries. If they fear risks, flex your testing muscles and promise to keep a watchful eye on things. Show them you've got the safety net in place! And guess what? Prove to them that these changes will put them ahead of the competition and make their audience swoon with happiness.

SEO is a long-term game and not all of its benefits can be seen or felt immediately. That's exactly why I recommend doing your best at bringing everyone on the same page - but that starts when you create SEO strategies that are tied to the bigger business objectives and keep things well documented. Going for backlinks? Explain why and then go into how that helps, giving an estimate of success - more often than not, all it takes is a clear document, willingness to explain and being honest about the success/ failure of an SEO strategy.

Involving and educating stakeholders in SEO projects is like lighting a fire under them! Get them pumped up and in the loop from the get-go. When you let them in on the planning, execution, and evaluation stages, it's like inviting them to a grand feast of knowledge! Not only will they feel appreciated, but they'll also share their brilliant ideas and insights, making the project soar to new heights. And here's a little hack: turn them into SEO wizards! Give them the inside scoop with reports, newsletters, and webinars on the hottest SEO trends and tools. Teach them how to wield the mighty power of Google Analytics, Google Search Console, and...! Once they master these tools, they'll be cheering you on like never before!

Pour chaque partie prenante, j'explique, je forme si besoin pour que tout le monde se comprenne. La communication restant la clé pour avancer dans toute stratégie. Tout le monde ne voit pas la réalité de la même manière sur le Web. Il semble important de rappeler que le SEO n'est pas une science exacte et que les résultats varient également en fonction : - de l'adresse IP/pays - de l 'historique de recherche - de l'appareil utilisé - du navigateur - etc... En expliquant sereinement les principes de base du SEO (technique, contenu et liens), le dialogue fonctionne mieux. Le client se sent valorisé (car vous lui consacrez du temps) et vous démontrez votre ma?trise du sujet.

Vos clients ne comprennent pas forcément votre jargon technique ou langage HTML. Tout comme les courbes de la Google Search Console ou les rapports Google Analytics.... Expliquer à vos clients simplement et montrer leur comment les objectifs ont été atteints : -à l'aide de graphiques, de captures d'écrans -de résultats avant/après -à l'aide de rapports personnalisés.

Following up and celebrating success is like dancing in the rain! When those SEO changes work their magic, you've got to show off the sparkle to your stakeholders. Bust out those charts and graphs, and dazzle them with the data! Prove to them how their site's performance has skyrocketed, and their goals are being smashed one by one. And don't forget to bring out the cake of feedback! Gather those testimonials, listen to their cheers and applause, and ask them what more they want. This is your moment to shine, so don't forget to thank them for being your rockstars in this SEO journey. With every celebration, you're cementing that bond and setting the stage for even greater SEO success in the future!

Yes, celebrate SEO wins, but make sure it's an actual win and not a result of normal SERP fluctuation or data taken out of context. I would not try and force sharing wins. People feel pressured to share something, so they end up looking for any data that looks good for the sake of sharing. Encourage people to share wins regularly, but don't make it a job requirement. The wins that are shared are more likely to be real wins.

A few things that might help with stakeholders: SEO is building assets. Searchable evergreen content e.g. website pages/articles that can bring in traffic and inbound leads/opportunities for now and years to come from Google. It can also lower your reliance on other channels e.g. paid ads, review sites, referrals. Meaning you may be able to lower ad spend over time. And if one channel dries up you have SEO running to fuel inbound. On top of driving organic inbound when done right - if prospects constantly see your company top of organic search it builds trust and reputation and strengthens your other channels (paid media, outbound sales etc).