Voices of Search Podcast Episode Summary

Title: How to Win Buy-In from Upper Management in Your First 90 Days
Release Date: May 30, 2025
Host: Tyson Stockton
Guest: Travis Tallant, Brain Labs

Introduction

In this insightful episode of the Voices of Search podcast, host Tyson Stockton engages with Travis Tallant from Brain Labs to discuss effective strategies for securing upper management buy-in within the crucial first 90 days of stepping into a new role as an SEO Director. The conversation delves into diagnosing existing problems, emphasizing system-wide processes over individual performance, and establishing a clear roadmap to demonstrate value and foster a culture of SEO advocacy.

Diagnosing the Problem

Initial Assessment and Conversion Rate Optimization (CRO):
Travis Tallant emphasizes the importance of beginning with a thorough diagnosis of the issues at hand. He states, “Step number one is to diagnose the problem. You mentioned declining revenue. I think this is where CRO can and should play a really crucial part because you could 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” (01:05). By implementing CRO strategies, an SEO Director can swiftly address immediate revenue declines while gathering data to understand deeper traffic issues.

Focusing on Systems and Processes

Systemic Over Individual Solutions:
Tallant advises shifting the focus from isolated SEO efforts to overarching systems and processes. He explains, “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 system or the process is broken, not just the channel” (01:20). This approach ensures that solutions are sustainable and integrated across the organization, rather than placing undue blame on individual team members.

Setting Clear Expectations:
By setting expectations upfront about potential systemic issues, Tallant highlights the importance of collaborative problem-solving. He mentions, “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 of these things together” (02:10). This strategy fosters a team-oriented environment where stakeholders are more willing to support and participate in the solution.

Creating a 90-Day Roadmap

Establishing Timelines and Milestones:
Tallant underscores the necessity of a structured 90-day plan to guide actions and set measurable goals. He outlines, “Creating a very clear 90 day roadmap of when they can expect audits, when they can expect results, when they can expect baseline reporting, new reporting, aligning KPIs, et cetera” (02:45). This roadmap not only provides a timeline for executing strategies but also offers tangible milestones that demonstrate progress and accountability to upper management.

Aligning SEO with Business Goals:
He further elaborates on the importance of aligning SEO initiatives with broader business objectives, stating, “The best SEO directors out there really build a culture of SEO advocacy and build a culture that is aligned with the business and not just the SEO work itself” (02:50). By doing so, SEO efforts are seen as integral to the company's success, enhancing their perceived value among leadership.

Building a Culture of SEO Advocacy

Promoting SEO Beyond the Department:
Tallant advocates for fostering a company-wide appreciation for SEO, transforming it from a specialized function into a fundamental business component. This cultural shift ensures sustained support and resources for SEO initiatives, facilitating long-term success and resilience against market fluctuations.

Depersonalizing Challenges:
By addressing issues systemically rather than pointing fingers at individuals, Tallant notes, “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” (02:30). This approach encourages a collaborative atmosphere where team members are more open to feedback and collective problem-solving.

Emphasizing the Human Element in SEO

Navigating Corporate Environments with Empathy:
Host Tyson Stockton reflects on Tallant’s approach, highlighting the essential human element in SEO and management. He remarks, “I feel like your approach to the work and to SEO is you feel that underlying human element. And so I really appreciate 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” (03:10). This emphasis on empathy and interpersonal skills is crucial for building strong relationships with upper management and fostering a supportive work environment.

Encouraging Listeners to Adopt a Human-Centric Approach:
Stockton encourages listeners to incorporate this human-focused strategy into their daily practices, suggesting that success in SEO leadership extends beyond technical expertise to include effective communication and relationship-building.

Conclusion

The episode concludes with a reinforcement of the discussed strategies, emphasizing that winning buy-in from upper management is a multifaceted process that involves diagnosing problems accurately, focusing on systemic improvements, and establishing clear, actionable plans. By fostering a culture of SEO advocacy and maintaining a human-centric approach, new SEO Directors can effectively demonstrate their value and secure the necessary support to drive their organization's organic growth.

Notable Quotes:

1. “Step number one is to diagnose the problem. You mentioned declining revenue. I think this is where CRO can and should play a really crucial part because you could 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.” – Travis Tallant (01:05)

2. “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 system or the process is broken, not just the channel.” – Travis Tallant (01:20)

3. “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 of these things together.” – Travis Tallant (02:10)

4. “Creating a very clear 90 day roadmap of when they can expect audits, when they can expect results, when they can expect baseline reporting, new reporting, aligning KPIs, et cetera.” – Travis Tallant (02:45)

5. “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.” – Travis Tallant (02:30)

6. “I feel like your approach to the work and to SEO is you feel that underlying human element. And so I really appreciate 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.” – Tyson Stockton (03:10)

This episode is an invaluable resource for SEO professionals looking to establish themselves within new organizations, offering practical advice grounded in real-world experience and emphasizing the importance of strategic planning and interpersonal dynamics in achieving organizational buy-in.