How to Demonstrate the ROI of SEO
episode
Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
33 min
2 speakers
8 chapters
transcribed 1 month ago
Transcript
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Transcript generated automatically by AI and may contain errors.
What challenges do SEO professionals face when proving ROI?
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.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.
SEO demands constant adaptation. Best practices change overnight, algorithms evolve without warning, tools multiply by the day. How can listening skills make you a better SEO professional? According to Moz's State of Search in 2024, 68% of SEO professionals identified effective communication with clients and stakeholders as their most significant challenge, outranking even technical implementation difficulties. This highlights the critical gap between technical expertise and the effective implementation. The problem affects everyone in search. Technical skills alone won't drive results. Communication barriers block implementation. So, how can you bridge this gap and improve your SEO outcomes? This is the Voice of Search Podcast.
My name's Tyson, and joining us today is Donna Donahue, SEO manager at N. Antelia Scientific. Antelia Scientific is one of the leaders in lab tools equipment, and they have a strong emphasis on education and lab research. Donna, welcome back to the podcast.
Thank you so much for having me.
It's been a while since uh since we chatted and we had you on. So welcome back.
I think it's been two years.
It's crazy how fast I to be honest, I'm not even sure how long we've been having this podcast.
Well, I think that I was in the podcast for the first time when I had just started at Antilia.
Nice.
And I had come to talk about because I had come from local SEO into uh e commerce and I talked about cor you know, big corporate versus small local businesses, which are worlds apart.
Which and and now you're you're in some regards there's still some like e-comm elements in your work, but obviously in kind of, you know, quite the niche sector. But today we want to be talking about, you know, listening and elements of stakeholder management. And I feel like it doesn't matter what part of SEO that you're in, whether it's the Enterprise Fortune 500 or A startup, like the ability for SEOs to collaborate with other teams, whether it's the engineering department, whether it's content, it's just like we need that buy-in and that involvement of other departments to be successful. And so I think like the topic that we're having today is like it's very critical across the board. So maybe to set the stage for the listeners, like
How do you view this as one of the skill sets in an SEO's toolkit?
Well, it's that's an interesting question because I think that listening is something that escapes all of us, right? We're so focused on our day to day and our lane that we forget what other people are focusing on or what they're doing and that, you know, I'm not the only one that like I'm not the only one doing what I do. So I think a good example would be the relationship between the dev team and SEO, for example. So I I know, and I think any SEO can appreciate this, that there's always some friction between SEO and dev. We say, well, why can't you just do what we want to do? And the and the dev comes back with, Why are you always breaking our stuff?
How does effective listening improve cross‑functional SEO collaboration?
You know, if we didn't have to put all your all your things in in our site, it would run faster. And we're saying, But it's it doesn't matter. And so I think we get caught up in our own lane. So I think that I have learned by just really kind of understanding the workload, especially at Antelia, the workload that very large workload that our developers have to deal with. You know, there are so many moving parts to the Cole Palmer website that I can't even begin to imagine.
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Chapters
8 chapters
1
What challenges do SEO professionals face when proving ROI?
0:00–4:17
2
How does effective listening improve cross‑functional SEO collaboration?
4:17–8:38
3
Why is stakeholder education more important than technical execution?
8:38–12:24
4
How can you turn reluctant stakeholders into willing participants?
12:24–16:05
5
What does a comprehensive content brief look like and why does it matter?
16:05–20:50
6
How can AI tools and keyword APIs streamline content brief creation?
20:50–25:03
7
How does direct customer feedback from sales and trade shows shape content strategy?
25:03–29:35
8
What key takeaways help SEO teams demonstrate ROI and sustain growth?
29:35–32:56