Following on from the recent Deepcrawl The New Era of SEO Automation Event, here are a number of pieces of advice to build relationships and ensure you and your business have cross functional success and improve your business performance.
SEO is not new – so most developers are aware of the importance.
Recommended Action: Make SEO relevant to the developer and Product Manager (Or Project Manager).
If you experience big shifts or important updates, have open dashboards or reports where developers can see this easily.
Recommended Action: Let people develop their own understanding, their version of what’s happened and help them understand it from a revenue and then from an SEO POV. Search first can mislead others from how important it is to them, their team, the business.
By knowing what % of the company revenue comes through SEO, you can easily be able to show the benefits of your required work.
Recommended Action: If SEO is low % it will be treated as such unless you have a relationship and prove growth. If mid to high % it will be taken extremely importantly with a good relationship.
Relationship is key to gain buy in.
C-Suite titles rarely want to get into long debates, especially when it comes to dark arts and unscientific like disciplines like SEO.
Recommended Action: Use exec summaries and highlight revenue impact and then ask for longer debate when they can make the time. Forcing time upon c-suite instantly creates a more difficult conversation.
SEO is often a team that is not always connected closely enough to the Marketing Department.
Recommended Action: You will need their support and buy-in – help to build relationships, help social teams understand the algorithmic shifts from search as a lot of these applies to social media and social teams see this happening every day.
Build relationships with Product Teams and Data teams. These will be really important partners moving forward and will be important gatekeepers in important business decisions made.
Recommended Action: Help to share knowledge and insights with these departments and collaborate moving forward.
Build relationships with development team or agencies, the more they see you and hear from you – the more affinity and trust they will have for you.
Know who makes the decisions internally and the frameworks they use.
Recommended Action: Build and apply to their frameworks. Without this, you will be seen as taking their time or wasting the company budget.
Product teams are often the gatekeepers for decisions and speak on behalf of many teams
Recommended Action: Collaborate, develop their knowledge, share their language and fit into their goals. Making others internally famous is often the quickest way for buy in.
Speak without jargon
Recommended Action: Be with clarity and sanity, remove SEO jargon, the less many senior people will keep on track or support with a quick discussion.
If you are technical, never get into a coding debate with developers.
Documentation helps almost 95% of the time
Recommended Action: Share documentation – development teams are used to github and other platforms where documentation is standard
The way you communicate will make or break relationships early.
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