How to win buy-in from upper management in your first 90 days

Summary

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

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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)

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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.

Transcript

[Tyson Stockton]

The Voices of Search Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast, I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iheareverything.com welcome to the Voices of Search Podcast. A member of the I Hear Everything Podcast Network, ready to expedite your company's organic growth efforts. Sit back, relax, and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of Search Podcast, Tyson Stockton.

[Travis Tallant]

Well, with that, we're going to roll into kind of the lightning round of the conversation. All right, so last one first 90 days you're stepping into a new role as an SEO Director at a brand that's been having declining traffic and poor conversions. What are your initial steps to win buy in from upper management?

[C]

I think 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 and then from there diagnosing what is declining. Why is traffic declining? Step number two is 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. The only time I would disagree is if a site was hit by a big algorithm update or something like that, and then that point is moot. But most of the time it's process oriented and so you want to set those expectations upfront to say, hey, what I'm going to find might be we have a huge backlog on the development team or the content that has been produced is riddled with errors and so we have poor double eat in the eyes of Google, et cetera. And 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. And 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. And then last but not least, 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. I know that sounds like a lot for an SEO director to own as opposed to like a marketing director. But again, we have access to this data. We have access to information that is really valuable. And I think 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.

[Travis Tallant]

Couldn't agree more. I feel like one thing I appreciate that has come through throughout this conversation is I feel like, you know, your approach to the work and to SEO is you feel that underlining human element. And so I really appreciate kind of like 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. And I feel like that's something that I'd really encourage like the listeners also to embrace and bring it into their day to day. But with that, that's going to wrap up this episode of the Voice of Search podcast. Thanks again to Travis Tallant from Brain Labs for joining us. And if you'd like to get in touch with Travis, you can find a link to his LinkedIn profile in their show notes or be sure to go over and check out his company's [e-mail] if you haven't had a chance to subscribe yet and you'd like a daily stream of SEO and content marketing in your app feed, be sure to hit that subscribe button in your podcast app or subscribe and like on YouTube and we'll be back in your feed in the following day. So that's all for today. Thanks for checking out the Voice of Search podcast and we'll see you in the next episode.