Most enterprise SEO strategies die in slide decks. Beautiful presentations, airtight data, and solid recommendations, all collecting dust because nobody bought in.
I’ve watched it happen at companies with eight-figure marketing budgets. I’ve also watched a single SEO insight convince a company to create an entirely new business unit and make a multimillion-dollar investment.
The difference had nothing to do with the quality of the SEO work. I’ve spent 17 years finding out what it actually comes down to. Let me walk you through how to build an SEO strategy that gets the attention it deserves.
The two ways enterprise SEO strategies fail
Before I get into what works, let me talk about the two failure modes I see again and again.
Leadership expects SEO to work like PPC
The founder, CMO, or whoever the decision-maker is often doesn’t come from an SEO background or have experience standing up a successful organic program. Many come from performance marketing.
They expect SEO to behave like PPC: invest money on Tuesday, see results on Wednesday. When it doesn’t, they deprioritize the channel, which creates a death spiral. Less investment leads to worse results, which “confirms” their bias that SEO doesn’t work.
SEO gets stuck in a silo
This one’s on us. SEO leaders who get too deep into the technical weeds, who can’t translate their work into business language, and who never get a seat at the table because they’re speaking a language nobody else in the room understands. They become consultants shouting into the void instead of strategic partners influencing decisions.
Both failure modes share the same root cause: a disconnect between what SEO can deliver and how the organization thinks about growth.
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Lead with narrative, back with data
Most SEO leaders get this backwards. They walk into a meeting with the CEO armed with 40 slides of data: crawl reports, keyword rankings, and technical audits. Leadership doesn’t have time for that. They’re juggling a hundred priorities, and your data dump just became background noise.
Start with the story instead:
- “Here’s the narrative.”
- “Here’s the opportunity.”
- “Here’s what I need from you to take us from A to B, and here’s how we’ll get there.”
Then bring in the data to support the narrative.
The higher you go in your SEO career, the more critical it is to be a listener first. Before I present anything to a new CEO or CMO, I invest time in understanding their leadership style, the organization’s macro challenges, and what the top three enterprise goals are. Not SEO goals — enterprise goals.
Then I frame every recommendation…
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