Gaining SEO Buy-In Within Large Enterprises
episode
Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
37 min
3 speakers
4 chapters
transcribed 29 days ago
Transcript
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Transcript generated automatically by AI and may contain errors.
What is the main topic discussed in this episode?
The Voices of Search Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast? I Hear Everything delivers podcast production, growth, and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit IHear Everything dot com. Welcome to the Voices of Search Podcast, a member of the I Hear Everything Podcast Network. Ready to expedite your company's organic growth efforts? Sit back, relax, and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of Search Podcast, Tyson Stockton.
Hey, what's going on? My name is Tyson from freebisible.io, and in this episode, we're going to be discussing gaining SEO buy-in. Joining me today is Sharon Perdue, who is the director of SEO and content performance at Autodesk. Autodesk is the global leader in design and make technology, empowering architects, builders, engineers, designers, manufacturers, 3D artists, and production teams. So as I mentioned, today we're going to be talking about gaming SEO buy-in, and in particular within the large enterprises. So with that, here's my conversation with Sharon Perdue, Director of SEO and Content Performance at Autodesk. Sharon, welcome to the podcast.
Thanks for having me.
No, I feel like this is A little bit of the the age-old SEO question, and at least like one of the most common frustration points that I hear amongst SEOs is getting buy-in, getting resources, budget, whatever it may be, but getting the tools and the means to achieve what they want to on it. And I think anytime we're talking within like a large enterprise, it adds a layer of complexity to that. So I'm really looking forward to kind of hearing, you know, what you can share with our listeners as far as how to navigate that space. And to start off, maybe from your perspective or your experience, what's the biggest challenge to get that buy-in within a large enterprise?
Yeah, great question. And I think the challenge is it's the same anywhere you go from a large enterprise to a startup to an agency dealing with clients of different sizes. I think first and foremost, SEO is pretty misunderstood. Um it's often seen as a very technical channel, very nerdy. They're working with the engineers and especially with executives, they just don't know how How to really grasp what it does. And I think what surprised me, and I've worked at Autodesk for over nine years, it's a very large enterprise. And we sometimes have the same, if not more difficult challenges than sometimes very small companies that maybe only have one or two SEOs or an agency where they are working with smaller clients.
It's just harder at times to get that bias. buy-in achieved because the company is so matrixed or siloed and so large. So I think the the biggest challenge is people don't understand it. And I don't think they necessarily need to. I don't think they need to know the inner workings of the tactics and the technical and the different strategies that you're going to employ wearing many hats. I think what's most important is they understand what they're going to get from it. And that's been probably the biggest learning Learning I've had over the last many, many years, especially as I've kind of worked my way up through leadership to now the role that I'm in, is really the people that have the ability to give you the buy in, not only the buy in but the resources to do what you need to do.
They just need to know the bottom line. And so a lot of how we've changed and shifted over the last few years is we've really tried to be conscious of stopping Not using the language that we use as SEOs, right? And we can get really in the weeds, very, very tactical with all the different terms that we have. And you just you see it in conversation with teams at different levels, leaders at different levels, it just goes over their head or it glazes over. And so really starting to adapt the language that they're using, the broader marketing terms, the broader business terms is where you're
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Chapters
4 chapters
1
What is the main topic discussed in this episode?
0:00–11:09
2
What is the biggest challenge to gaining SEO buy‑in in a large enterprise?
11:09–21:30
3
How can SEO leaders translate technical jargon into business‑friendly language?
21:30–33:04
4
Why should SEO initiatives be framed around business outcomes instead of tactics?
33:04–37:23