As SEO professionals, when we present our strategy and project ideas, we are often met with blank stares from business stakeholders. They are not able to connect the dots from SEO jargon to business goals.
And my fellow SEO colleagues, we need to own this one. Every so often we forget to speak in simple language that is understood by all. We do tend to speak in acronyms and codes.
In today’s digital world, we buy and sell online, we pay our bills and make our deposits online. When the first instinct of the users is to “Google” the products or services they want, the business needs to ensure they provide content that meets the user’s search intent. Search Engine Optimization plays a pivotal role in ensuring this content is optimized and available for search engines to display to the end users.
Organic search contributes significantly to the website performance, as well as plays a critical role in the buyer journey, which could lead to a conversion or an engagement. Without proper SEO strategies in place, users will face difficulty locating your content and instead find your competitors.
Thus, understanding SEO[1] is essential to overall business success — and we need to be able to decode that message for all business leaders to understand and value.
Know your audience
First off, you must know who you are talking to when you are explaining SEO. Set a foundation, that it’s about users, rather than search engine bots. Typically, the non-SEO professionals consider SEO to be a technique to outsmart search engine bots and algorithms to rank number one in Google search results. Well, we all know that is not how things work. As a