Securing SEO buy-in from stakeholders isn't just about presenting data; it's about strategically navigating the organizational hierarchy, tailoring communication, and building a solid base of support across different tiers of the company.
To effectively secure buy-in, it's essential to understand the Pyramid of Permission. This concept emphasizes the importance of building a strong foundation of support from your immediate team (SEO, content, devs, etc.) before moving up to higher-level decision-makers. As highlighted in a recent discussion by Lyndon NA, gaining approval for budgets or initiatives becomes significantly easier when you have the backing of related departments. This bottom-up approach ensures that by the time your proposal reaches the upper tiers (CTO, CFO, etc.), it already has the necessary internal momentum.
When pitching to different levels within the organization, it's crucial to adjust the depth and style of your reporting. As the tweet thread suggests, a 50-page detailed SEO report won't win over senior executives. Instead, they prefer a succinct overview with key highlights—issues, solutions, costs, and potential profits—often presented through charts or brief summaries. Meanwhile, the immediate and related teams may require full-blown details with prioritized action items, ensuring that everyone is on the same page and equipped to support the initiative.
Effective reporting is more than just sharing data; it’s about knowing what to report and to whom. The right way to present findings varies depending on the audience, as mentioned in the thread. For senior executives, a top-sheet with the core metrics that matter to them will suffice. For the team leads and heads of departments, a more detailed yet concise summary is ideal, covering the broader impact and who’s involved. This tiered reporting ensures that everyone from the ground up is informed and aligned, making it easier to secure the necessary approvals.
Another key takeaway from the thread is the importance of understanding and speaking the language of different departments. It’s not enough to just know SEO; you must be able to translate its value into the terms and priorities of other teams—whether it's marketing, PR, or finance. This cross-departmental communication not only builds stronger relationships but also ensures that your SEO initiatives are seen as integral to the company’s broader objectives, rather than isolated technical tasks.
Securing SEO buy-in is far from a linear process. It requires a strategic approach that involves building a base of support, tailoring your communication to each tier of the organization, and aligning SEO efforts with broader business goals. By understanding the nuances of organizational dynamics, as well as the idiosyncrasies of reporting, you can increase the likelihood of getting the approvals, budget, and resources necessary for your SEO projects to succeed