SEO's Hidden Challenge: "Alignment with Other Departments"

In the recent in-house report by SEJ titled "State of SEO 2024," there's one slide that stands out as the most crucial.

Approximately 3,890 SEOs around the globe were surveyed. The level of SEO experience is below grouped by higher to lower.

• 5-10 years: 37.6%
• 2-4 years: 31.4%
• < 2 years: 18.9%
• 11-20 years: 9.8%
• >20 years: 2.4%

It delves into the barriers faced by in-house SEO professionals over the last 12 months. Let's explore these barriers and shed light on why the second one, "Alignment with other departments," is causing shockwaves within the industry.

The first obstacle is budget cuts and approvals. Understandably, this depends on budget requests and where business leaders choose to allocate their resources.

It's a common challenge for SEO experts, and we can appreciate the dynamics at play.

However, what's truly striking is the second point, "Alignment with other departments." It's disheartening to realize that the second most significant SEO barrier doesn't come from within the SEO realm itself, instead, it lies within the organizational structure.

This isn't favorable for SEO or the organization at large. SEO wields immense power when utilized effectively, given that 48% of business transactions happen organically on Google. This is where the lion's share of online revenue is generated, and only SEO can unlock its full potential.

Imagine a scenario where the organization struggles to implement SEO changes or fails to align other departments with SEO goals.

It's like firing bullets blindfolded. If they hit the mark, it's a collective triumph, but if they miss, it's the shooter's lack of guidance.

In-house SEO professionals often struggle with communication breakdowns with development and marketing teams. They may need to justify their budgets to higher-ups who aren't aligned, not because of incompetence but because other department might undervalue SEO compared to their own initiatives.

It's difficult to understand why seasoned SEO experts with 10-20 years' experience must continually justify their recommendations. They possess the expertise and knowledge to make informed decisions. Why discriminate against SEO teams?

So, what caused 3,890 survey respondents to identify "Alignment with other departments" as the second most significant SEO barrier?

As I see it from the report and from my 8 years of experience in the industry, SEO isn't a one-man show.

It requires collaboration across various departments, including engineers, data scientists, designers, QAs, content writers, and sales teams, to make substantial website changes. When we request these changes, other departments sometimes perceive it as a challenge to their skills and work, leading to friction.

Is there a solution to the "Alignment with other departments" problem?

Based on my knowledge and understanding of SEO, I have learned 11 things from my seniors that I can share with you.

1. Getting the Bosses on Board: The first step was to win the support of the big-shot executives. When these important folks saw the value of SEO, it was more likely that the other departments would jump on the SEO train.
2. Speaking the Money Language: Most teams had a soft spot for cash. So, instead of talking about website traffic, they needed to hear about the green stuff. Showcasing the financial benefits made everyone's eyes light up.
3. Sharing the SEO Know-How: To get everyone on the same page, it was important to educate them. Hosting training sessions and workshops helped colleagues understand how SEO contributed to the company's goals.
4. Keeping the Conversation Flowing: Open and honest communication was key. Regular meetings, emails, and project management tools made sure that everyone knew how important SEO was for the organization's success.
5. Speaking Their Language: Explaining SEO without the jargon was a must. Often, SEO talk was filled with confusing technical terms, which left others scratching their heads.
6. Teamwork Makes the Dream Work: Encouraging collaboration between SEO pros and other departments was crucial. They needed to work together from the get-go to ensure SEO was part of the plan.
7. Setting Clear Goals: Teams needed to see the bigger picture. Aligning their goals with SEO objectives made cooperation more likely. It was important to show how each department's work contributed to SEO success.
8. Numbers Tell the Story: Data was the hero of this tale. Regular reports on SEO performance, ROI, and the positive outcomes of working together were shared. Seeing the results motivated alignment.
9. All Hands on Deck: Cross-functional teams were created, with members from various departments working together on specific SEO projects. This made everyone feel responsible for success.
10. Regular Inspections: SEO audits were like regular check-ups. They helped find areas where alignment issues were still causing trouble. These audits were used to improve collaboration.
11. Keep Learning: Staying up-to-date with the latest SEO trends was vital. Sharing this knowledge with other departments created a culture of improvement and adaptability.

And so, with these steps, the "Alignment with other departments" challenge was conquered, and the organization marched towards SEO success.

It seems a bit unfair that SEOs not only do their work but also have to do extra things to make their suggestions happen. It might not seem right, but it's the truth because SEO is still new, unlike programming, which everyone knows involves coding. When it comes to SEO, many non-SEO folks still think it's just about meta titles, descriptions, and keywords.

When everyone understands what SEO is, then we can make progress without problems or conflicts.

In the world of SEO, unity is strength, and together, we can break down the barriers that hinder success.

Your thoughts are welcome.

If you interested to read full report by SEJ.

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