Emily Wassell
speaker
141 appearances
1 recordings
1 series
first heard Nov 2024
last heard Nov 2024
Emily Wassell’s voice in public audio — every appearance, attributed to the second.
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So it comes back to maybe the website has some technical issues you want to fix.
You can list all of those out, put them into a timeline, even you know, add things like resources and projections, but none of that is a strategy until you know why you're doing that work.
And that's where being able to define that, the objective of the work and what benefits it will have, that's where it's easier to get the buy-in from leaders because you're telling them.
what they get at the end of it, it whether it's um, you know, improved rankings that drive additional traffic and revenue, whether it's um share of search from competitors, whether it's annual growth or efficiency with paid search, if you can define the reasons why we're doing the SEO work.
then it's easier to get by into the implementation and the tactics that you want to do.
So yeah, I would say if it's an action you're going to do, that's a tactic.
If it's a reason why you're doing it, that's a strategy.
Oh, it's such a good question.
It will depend so much on the business that you're in, but I think first is understanding
what your boss, your marketing manager, your clients, whoever is the stakeholders, what do they care about?
What are they measured on?
Because if, you know, they are measured on a question of business revenue, then talking about revenue is your way to getting buy-in, right?
You need to figure out what they're measured on and what they care about.
And then you can talk to them in their language.
It could be that it's um if it's not revenue, it often is, but it could be um, you know, new customers, share of market, budget efficiency.
There are lots of ways that you can position SEO as a strategy connected to the KPIs that they have.
So yeah, being able to talk to business leaders or getting, you know, support from other departments, the wider team, having a really
good manager you can have an open conversation with is really useful.
But being able to see SEO within the layout of the business and within the marketing mix, I think, is really useful because otherwise we get trapped in talking about SEO as a channel for the purposes of organic traffic when actually it's just a part of the picture for marketing and business leaders.
They have
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