Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
Episode: How To Manage A Cross-Functional Team
Host: Tyson Stockton
Guest: Ratam Galt, Head of SEO at WalkMe
Release Date: December 23, 2024
Introduction
In this insightful episode of Voices of Search, host Tyson Stockton delves into the intricacies of managing cross-functional teams within the realm of SEO and content marketing. Joining him is Ratam Galt, the Head of SEO at WalkMe, a pioneering digital adoption platform. Together, they explore the strategies, challenges, and best practices for fostering effective collaboration among diverse team members.
Building a Cohesive Cross-Functional SEO Team
Effective Communication as the Cornerstone
Ratam emphasizes the paramount importance of communication in managing a geographically dispersed team. With team members spread across the United States, Israel, Japan, Europe, the UK, and France, maintaining seamless communication is a formidable challenge.
[03:34] Ratam Galt: "It's really a challenge to work with such a big team, but more specifically with SEO. [...] I decided to build a plan for those specific team exactly as I would do with my colleague in Israel, where we have weekly meetings or bi-weekly meetings where we have goals and KPIs and kind of like give each and every person his own room to express himself."
To bridge the gap between remote and freelance team members, Ratam utilizes various communication platforms, ultimately finding WhatsApp to be the most effective for fostering casual interactions and team bonding.
[05:45] Ratam Galt: "For our group, what works best is WhatsApp. And 90% of the conversations there are about movie recommendations and pictures of cats, pictures of people traveling the world or doing fun during the weekend."
Managing Diverse Skill Sets and Expertise
Balancing Technical and Content Proficiencies
Ratam underscores the necessity of assembling a team with complementary skills. He highlights the importance of hiring individuals who excel in areas where he may not be as strong, ensuring a well-rounded team.
[11:21] Ratam Galt: "It's a combination of hiring people who a lot better than me in certain aspects that kind of like complete me. For example, my colleague from Israel, Matan is the technical wizard and he understanding technical SEO like no other SEO that I've met until today."
By recognizing his strengths in content and outreach, Ratam delegates technical SEO tasks to his specialized team members, fostering a collaborative environment where each member contributes their expertise effectively.
Working with Freelancers vs. Agencies
Fostering Long-Term Relationships with Freelancers
Ratam shares his approach to managing freelancers, advocating for treating them as integral team members rather than transient contributors. By setting clear KPIs and offering career development opportunities, he ensures loyalty and sustained quality.
[19:37] Ratam Galt: "The freelancers are part of the team which they are full-time. [...] what I provide them with is the guidance, the help, the byline on our website if they are meeting certain goals, building a path for their career."
Challenges with Agencies
While acknowledging the efficiency of agencies, Ratam cautions against partnering with large, well-known firms that may lack the personalized attention required for specialized SEO tasks.
[21:15] Ratam Galt: "I prefer to work with boutique agencies. [...] I wouldn't necessarily go to a 100 person agency that are well known just because I would know that I wouldn't get the same amount of focus that I want from them."
Motivating and Engaging Team Members
Encouraging Passion for SEO
One of Ratam's primary challenges is cultivating a genuine passion for SEO among team members. He aims to inspire his team to delve deeper into SEO, transforming it from a mere task into an engaging and rewarding pursuit.
[26:11] Ratam Galt: "I want to make them fall in love with SEO. [...] SEO and content, they are very fun. It's kind of like solving a mystery without a solution."
Balancing Work and Personal Life
Ratam recognizes the importance of work-life balance, especially in a remote setting. By allowing flexibility and respecting personal commitments, he fosters a supportive environment that encourages team members to excel without burnout.
[25:45] Ratam Galt: "Everything in life should have like a balance, you know what I mean? [...] making them fall in love with SEO."
Overcoming Negative Perceptions of SEO
Resetting Misconceptions
Tyson poses a critical question about how to address negative past experiences with SEO among team members or external collaborators. Ratam offers a pragmatic approach by leveraging data to demonstrate SEO's tangible benefits.
[30:28] Ratam Galt: "I would just pull out the search console from previous work and I would say, [...] if you want people to enjoy your content and move the needle, you have to be on the search engine."
Demonstrating Impact with Data
By showcasing real metrics and success stories, Ratam effectively counters skepticism, reinforcing the value of SEO in achieving business objectives.
[31:10] Ratam Galt: "If you want exposure and if you want people to enjoy your content and move the needle, you have to be on the search engine."
Key Takeaways
- Prioritize Communication: Utilize diverse communication tools to bridge geographical and cultural gaps, fostering a unified team spirit.
- Balance Skill Sets: Assemble a team with complementary skills to cover all aspects of SEO, from technical intricacies to content strategy.
- Foster Long-Term Relationships with Freelancers: Treat freelancers as full-time team members by setting clear KPIs and offering growth opportunities.
- Encourage Passion and Engagement: Inspire team members to develop a genuine interest in SEO, transforming their roles into rewarding careers.
- Demonstrate SEO Impact with Data: Use tangible metrics to reset negative perceptions and showcase the effectiveness of SEO strategies.
Conclusion
This episode underscores the human aspect of managing cross-functional SEO teams. By investing time in communication, fostering a sense of community, and encouraging professional growth, leaders can cultivate highly effective and dedicated teams. Ratam Galt's experiences and strategies provide invaluable insights for SEO professionals aiming to enhance their team's performance and cohesion.
Next Episode Teaser:
Join us tomorrow for part two of this conversation, where Tyson and Ratam will delve into the synergy between digital adoption and SEO. Stay tuned for more expert insights!
Connect with Ratam Galt:
- LinkedIn: Ratam Galt
- Email: ratam@walkme.com
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Remember, in the ever-evolving world of SEO, the answers are always in the data.