How to win buy-in from upper management in your first 90 days
episode
Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
5 min
2 speakers
7 chapters
transcribed 1 month ago
Transcript
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Transcript generated automatically by AI and may contain errors.
What is the main topic discussed in this episode?
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With that, we're gonna roll into kind of the lightning round of the conversation. All right, so last one, first 90 days.
What is the main challenge faced by a new SEO director in the first 90 days?
You're stepping into a new role as an SEO director at a brand that's been having declining traffic and poor conversions.
How can CRO testing provide quick wins to stop declining revenue?
What are your initial steps to win buy-in from upper management?
I think step number one is to diagnose the problem. You mentioned declining revenue.
Why should you focus on systems and processes instead of individual silos?
I think this is where CRO can and should play a really crucial part because you can show results very quickly with CRO and launch a bunch of tests, audit the checkout flow, et cetera, to immediately at least stop declining revenue. And then from there, diagnosing what is declining, why is traffic declining? Step number two is focus on the systems and the process rather than the individual SEO silo. If you're at a brand with declining traffic and revenue, it's likely the case that. the the system or the process is broken, not just the the channel. The only time I would disagree is if like a site was hit by a big algorithm update or something like that. And then that that point is moo.
What does a clear 90‑day roadmap look like for audits, reporting, and results?
But most of the time it's process oriented. And so you want to set those expectations up front to say, hey, what what I'm going to find might be we have a huge backlog on the The development team or the content that has been produced is riddled with errors. And so we have poor uh double eat uh in the eyes of Google, etc. Right. And when you set that expectation up front, you're going to immediately get the stakeholder buy-in without them being like, you need to be the one to solve this, and instead saying, I'm going to need your help to solve all
How can an SEO director build a culture of SEO advocacy aligned with business goals?
of these things together. And when you focus on the system and process as opposed to the individuals, it really depersonalizes a lot of things and makes people far less defensive than if you say, you know, this one person is the one screwing it up. And then last but not least, creating a very clear 90-day roadmap of when they can expect audit When they can expect results, when they can expect baseline reporting, new reporting, aligning KPIs, et cetera. I know that sounds like a lot for an SEO director to own as opposed to like a marketing director. But again, we have access to this data.
What final advice does Travis Tallent give for sustaining executive buy‑in?
We have access to information that is really valuable. And I think the best SEO directors out there really build a culture of SEO ads. advocacy and build a culture that is aligned with the business and not just the SEO work itself.
Canary more. I feel like one thing I appreciate that has come through throughout this conversation is I feel like your approach to the work and to SEO is you feel that underlining human element. And so I really appreciate kind of like that embrace to it, not in just kind of how you look at it, but also how it feels that you're strategizing, navigating the corporate environment and I feel like that's something that I'd really encourage like the listeners also to embrace and bring it into their day to day. But with that, that's gonna wrap up this episode of the Voice of Search podcast. Thanks again to Travis Talent from Brain Labs for joining us. And if you'd like to get in touch with Travis, you can find a link to his LinkedIn profile in their show notes, or be sure to go over and check out his company's website at brainlabsdigital.com.
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Chapters
7 chapters
1
What is the main topic discussed in this episode?
0:00–0:53
2
What is the main challenge faced by a new SEO director in the first 90 days?
0:53–1:01
3
How can CRO testing provide quick wins to stop declining revenue?
1:01–1:10
4
Why should you focus on systems and processes instead of individual silos?
1:10–1:56
5
What does a clear 90‑day roadmap look like for audits, reporting, and results?
1:56–2:34
6
How can an SEO director build a culture of SEO advocacy aligned with business goals?
2:34–3:16
7
What final advice does Travis Tallent give for sustaining executive buy‑in?
3:16–4:51