Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
Episode: Illustrating SEO Impact To Executives
Release Date: January 17, 2025
Host: Tyson Stockton
Guest: Sharon Perdue, Director of SEO and Content Performance at Autodesk

Introduction

In this episode of Voices of Search, host Tyson Stockton engages in an insightful conversation with Sharon Perdue, the Director of SEO and Content Performance at Autodesk. Building upon their previous discussion on gaining SEO buy-in within large enterprises, they delve deeper into the strategies for effectively illustrating SEO impact to executives. The dialogue focuses on tailoring communication to executive audiences, developing soft skills within SEO teams, and fostering team longevity and retention.

Understanding Executive Communication

Sharon emphasizes the importance of concise and impactful communication when presenting SEO results to executives. Recognizing that executives have "very busy schedules and time is precious to them" (03:27, Sharon Perdue) is crucial. Unlike internal discussions among SEO professionals, conversations with executives require a clear and direct approach without delving into technical minutiae.

Key Recommendations:

• Start with the Ask or Punchline: Present the main result upfront to capture attention quickly. Sharon advises, "start with your punchline or how it impacted the bottom line" (03:27).
• Optimize Presentation Slides: Treat slide headers as H1 tags—"make the header your punchline" (03:27). Keep slides uncluttered with minimal text and include only one or two visualizations.
• Provide Context and Benchmarks: When presenting data, always include context or benchmarks to help executives understand the significance of the results.
• Highlight ROI and Next Steps: Connect SEO outcomes to return on investment metrics like ROAS or ROMI and outline actionable next steps.

Tyson reinforces these points by sharing insights from a recent training session, highlighting the importance of brevity and directness when communicating with higher-level executives.

Adapting Messaging Across Organizational Silos

Sharon discusses the necessity of customizing messages based on the specific division or leader within a large organization like Autodesk. She notes, "you've got to adapt to the organization or the division... What are their hot buttons? What excites them?" (09:13). Understanding the unique priorities and concerns of different departments enhances the effectiveness of SEO advocacy.

Strategies Include:

• Expand Your Network: Engage in one-on-one meetings with various departments to understand their goals and challenges.
• Leverage Team Insights: Share knowledge gained from different interactions within the team to create a unified and informed approach.
• Understand Leadership Preferences: Gain insights into what specific leaders value and tailor your presentations to align with their interests.

Developing Soft Skills Within SEO Teams

Sharon highlights the critical role of soft skills in effectively communicating SEO impact. She shares Autodesk's approach to training the SEO team in presentation and data visualization skills through initiatives like the "Insights Challenge".

Insights Challenge Highlights:

• Quarterly Themes: Each quarter, the team addresses a different theme, such as campaign pages, to encourage diverse data analysis and recommendations.
• Presentation Skills: Team members present their findings in concise, three-minute slots, enhancing their ability to communicate complex ideas succinctly.
• External Feedback: Inviting guest judges from other marketing teams provides valuable external perspectives and fosters inter-departmental recognition of the SEO team’s capabilities.

Sharon remarks, "It was fun. And we always had great feedback from all the teams we did this with. They were so appreciative." (17:17). This initiative not only builds presentation skills but also strengthens the team's visibility and reputation within the broader organization.

Fostering Team Longevity and Retention

A significant portion of the discussion centers on the benefits of team longevity and strategies to retain top SEO talent. Sharon shares her perspective on staying with Autodesk long-term, attributing her tenure to the company's positive culture and her investment in team development.

Key Insights:

• Positive Company Culture: Autodesk’s emphasis on hiring individuals who align with the company's values creates a supportive and collaborative work environment.
• Investment in Team Growth: Sharon commits to her team’s professional development, offering support for career advancement both within and beyond SEO roles. She states, "My goal is if I can find them another role within the company that they are happy with, they see as career growth, great, let's keep these awesome people in the company." (23:00).
• Recognizing and Addressing Individual Needs: Tailoring training and development opportunities based on each team member’s strengths and areas for improvement ensures continuous growth and satisfaction.
• Encouraging Open Communication: Maintaining transparency and providing regular feedback fosters trust and commitment within the team.

Tyson adds, "the more engaged that you can keep your team members, the greater opportunity you have of retaining them" (27:05), underscoring the long-term benefits of investing in team members’ professional journeys.

Conclusion

The episode concludes with a reflection on the symbiotic relationship between effective SEO communication and team development. By adopting Sharon’s strategies for presenting to executives and nurturing soft skills within SEO teams, organizations can enhance their SEO impact and foster a dedicated, high-performing team. The conversation underscores that investing in team growth not only benefits individuals but also strengthens the overall SEO function within the company.

Notable Quotes:

• Sharon Perdue (03:27): "Start with your punchline or how it impacted the bottom line."
• Sharon Perdue (09:13): "You’ve got to adapt to the organization or the division... What are their hot buttons? What excites them?"
• Sharon Perdue (17:17): "It was fun. And we always had great feedback from all the teams we did this with. They were so appreciative."
• Sharon Perdue (23:00): "My goal is if I can find them another role within the company that they are happy with, they see as career growth, great, let's keep these awesome people in the company."
• Tyson Stockton (07:23): "The farther up the food chain... making it short and sweet and direct to the point is a really, really helpful reminder."

This episode offers valuable insights for SEO professionals aiming to demonstrate their impact to executive leadership effectively. By implementing the discussed strategies, marketers can enhance their communication, foster team development, and ultimately drive greater SEO success within their organizations.