Voices of Search Podcast Summary

Episode: Gaining SEO Buy-In Within Large Enterprises
Release Date: January 16, 2025
Host: Tyson Stockton
Guest: Sharon Perdue, Director of SEO and Content Performance at Autodesk

Introduction

In this episode of the Voices of Search podcast, hosted by Tyson Stockton, the focus is on the challenges and strategies associated with gaining SEO buy-in within large enterprises. Sharon Perdue, the Director of SEO and Content Performance at Autodesk, joins Tyson to share her extensive experience and insights on navigating the complexities of securing support and resources for SEO initiatives in a corporate environment.

1. Understanding the Biggest Challenges in Gaining SEO Buy-In

Sharon Perdue begins the conversation by addressing the universal challenge of gaining buy-in for SEO efforts, irrespective of the company size.

"SEO is often misunderstood. It's seen as a very technical channel, very nerdy... executives just don't know how to really grasp what it does."
— Sharon Perdue [03:33]

She highlights that in large, matrixed organizations like Autodesk, obtaining buy-in is particularly challenging due to siloed departments and a general lack of understanding of SEO's value beyond its technical aspects. The key issue is not necessarily the scale but the complexity and the need to communicate SEO's benefits in terms that resonate with different stakeholders.

2. Communicating Without the Jargon

Tyson Stockton emphasizes the tendency of SEOs to delve into technical jargon, which can alienate non-technical stakeholders. Sharon agrees and suggests strategies to mitigate this.

"We’ve really tried to be conscious of stopping, not using the language that we use as SEOs... instead adapt to the language that they're using."
— Sharon Perdue [05:40]

Sharon discusses the importance of translating SEO metrics into broader business terms. For instance, rather than using "MSV" (Monthly Search Volume), framing it as "demand" makes the concept more accessible to executives and other departments.

3. Mindset Shift: From Underdog to Strategic Partner

Sharon delves into the psychological aspect of SEO advocacy within organizations. She notes the prevalent "underdog" mentality among SEOs, who often feel the need to prove their worth continuously.

"We’re always the underdog, trying to prove ourselves... they just want to know, what’s the bottom line?"
— Sharon Perdue [06:14]

Sharon advocates for a mindset shift where SEOs focus on the outcomes and strategic benefits of their work rather than getting bogged down in technical justifications. This approach builds confidence and positions SEO as a crucial contributor to the company's overarching goals.

4. Data-Driven Strategies and Forecasting Impact

A significant portion of the discussion centers around the importance of data in securing buy-in. Sharon explains how Autodesk leverages data to demonstrate SEO's impact effectively.

"Data is a powerful commodity... the more you have of it, the more you can crunch it and come up with these kind of bite-size elevator pitches."
— Sharon Perdue [11:15]

She shares an example where forecasting the impact of technical improvements, like enhancing core web vitals, led to successful project prioritization. By presenting data-driven forecasts, Autodesk was able to secure support from engineering and leadership.

5. Enhancing Team Capabilities Through Training

Sharon highlights the crucial role of team development in maintaining and increasing SEO buy-in. She describes an initiative at Autodesk where the SEO team underwent training to align their metrics with business outcomes.

"We created a cheat sheet... we want to better align on what are these common outcomes and common KPIs."
— Sharon Perdue [30:04]

This training helps team members articulate the business value of their SEO activities, bridging the gap between technical efforts and business objectives. It fosters a unified approach to measuring and communicating SEO's impact.

6. Cross-Functional Alignment and Collaboration

Effective collaboration across different departments is essential for SEO success in large enterprises. Sharon emphasizes understanding and aligning with the goals of various teams, such as marketing and engineering.

"What are your pain points? What are your biggest challenges? What keeps you up at night?"
— Sharon Perdue [15:51]

By identifying and addressing the specific needs and objectives of other departments, SEOs can position their initiatives as integral to achieving shared goals, thereby enhancing cross-functional support and cooperation.

7. Conclusion and Key Takeaways

Tyson Stockton wraps up the conversation by underscoring the importance of SEO leaders acting as evangelists within their organizations. He acknowledges the additional responsibilities of SEO managers in large enterprises to advocate for their teams and the channel effectively.

Sharon echoes this sentiment, noting the persistent challenges of gaining visibility and resources but also recognizing the progress made through strategic communication and team development.

"Sometimes the visibility is more important around the work that you're doing and the impact that you're making... we have to swallow that ego and do that work."
— Sharon Perdue [27:35]

Notable Quotes and Insights

• Sharon Perdue [03:33]: "SEO is often misunderstood. It's seen as a very technical channel, very nerdy... executives just don't know how to really grasp what it does."
• Sharon Perdue [05:40]: "We’ve really tried to be conscious of stopping, not using the language that we use as SEOs... instead adapt to the language that they're using."
• Sharon Perdue [11:15]: "Data is a powerful commodity... the more you have of it, the more you can crunch it and come up with these kind of bite-size elevator pitches."
• Sharon Perdue [15:51]: "What are your pain points? What are your biggest challenges? What keeps you up at night?"
• Sharon Perdue [27:35]: "Sometimes the visibility is more important around the work that you're doing and the impact that you're making... we have to swallow that ego and do that work."

Looking Ahead

The conversation is set to continue in the next episode, where Tyson and Sharon will discuss Illustrating SEO Impact to Executives. Listeners are encouraged to subscribe and tune in for further insights on elevating SEO within large organizations.

For more detailed information on Sharon Perdue, listeners can visit her LinkedIn profile or Autodesk’s website.

This episode provides valuable strategies for SEOs operating in large enterprises, emphasizing the need for clear communication, data-driven advocacy, and continuous team development to secure and maintain buy-in from various stakeholders.