Voices of Search Podcast

Episode: Are SEO Governance Frameworks Trash?
Date: October 8, 2025
Host: Tyson Stockton
Guest: Petra Kircherzic, Chameleon Journal / Freelance SEO Consultant

Episode Overview

In this episode, Tyson Stockton leads a candid discussion with Petra Kircherzic about the role and relevance of SEO governance frameworks. Are they a necessary backbone for successful SEO, or do they risk becoming rigid roadblocks? The conversation dives into the nuanced realities of scaling SEO in organizational structures—especially at the enterprise level—and how to balance process governance with adaptability.

Key Discussion Points & Insights

1. Are SEO Governance Frameworks a Trend or Trash?

• Tyson opens with a direct question: Do SEO governance frameworks have staying power, or are they overhyped? (00:43)

• Petra’s Perspective: SEO governance frameworks are necessary in principle but problematic if applied inflexibly:

  • “SEO governance on its own makes a lot of sense that you should have... We've been talking about processes and systems ... I absolutely think you have to have that to really make sure that the way how you're executing your strategy works.” (00:52, Petra)
  • However, if governance is used to “force your process, your ideas onto other teams, then no.” She emphasizes the importance of integrating SEO governance within existing company structures: “It will pretty much never exist solely on its own, especially not at an enterprise level.” (01:10, Petra)

2. The Double-Edged Sword of Governance

• Tyson echoes the potential pitfalls of overly rigid frameworks:
  • “When you are putting something in place like a governance, by nature [it] is a rigid structure which then ... is going to potential limit how quickly you can adapt and pivot.” (01:48)
  • He notes the need for deliberate, thoughtful governance because it’s difficult to change later.

3. Applied Examples: Flexibility vs. Rigidity

• Petra provides practical instances where governance should adapt to context:
  • For technical changes (e.g., hreflang implementation), strict governance is warranted: “You want to have SEO governance ... there is governance around how it’s going to be tested and who is going to sign off... before it goes live.” (03:55, Petra)
  • With content, more nuance is needed: “With content it’s always a bit more nuanced. So that means the governance structure will be less rigid as well.” (04:36, Petra)

4. The Importance of Nuance

• Tyson summarizes: “That nuance is such an important factor of actually being successful at this kind of level in this arena.” (05:02, Tyson)
  • Success in SEO at scale isn’t about rigid rules, but thoughtful flex to context and process.

Notable Quotes

• Petra Kircherzic:

  • “You need to decide where it has to be rigid and where it can be more flexible.” (04:25)
  • “If SEO governance is suggesting that you’re trying to force your process, your ideas onto other teams, then no.” (01:01)

• Tyson Stockton:

  • “Something in place at the governance level ... is going to be a tougher change down the line.” (02:15)
  • “That nuance is such an important factor of actually being successful at this kind of level.” (05:02)

Timestamps for Important Segments

• 00:43 – Trend or trash: Opening question on SEO governance frameworks.
• 00:52–01:48 – Petra’s balanced view: Governance is necessary but must fit the organization.
• 01:48–02:27 – Tyson on rigidity: Potential risks if frameworks stifle adaptation.
• 03:55–04:36 – Practical application: Where strict governance applies vs. where to embrace flexibility.
• 05:02 – The power of nuance in enterprise SEO.

Episode Tone

Conversational, candid, slightly irreverent but practical. Both host and guest emphasize thoughtful, context-driven approaches over dogma. Petra, in particular, brings a practitioner’s pragmatism, while Tyson guides the conversation to highlight the need for both structure and adaptability.

Summary

This episode challenges listeners to rethink how SEO governance frameworks fit into modern organizations—especially large or complex ones. Rather than labeling governance as good or bad, Tyson and Petra explore how rigid structures must be selectively and thoughtfully applied, particularly for technical SEO, while content strategies may benefit from greater flexibility. The recurring theme: nuanced, context-sensitive processes are key to successful, scalable SEO operations.