What differentiates a great SEO professional from a good one is often their ability to manage stakeholders effectively. This is especially true in technical SEO, where projects often depend on multiple teams, and it can be difficult to communicate the need for implementation.
Stakeholder management typically comes down to one thing: the perceived value of the work. With technical SEO, that can be hard to establish. Non-SEOs are unlikely to inherently understand the value of improving a website’s internal linking architecture or implementing schema markup.
The most effective technical SEO initiatives aren’t framed only as SEO improvements. They’re directly tied to business outcomes such as revenue growth, conversion improvements, and operational efficiency. The stronger the connection, the easier it becomes to secure stakeholder support and demonstrate long-term value.
Why you need to align technical SEO work with business impact
Technical SEO work is rarely a top priority for executives or development teams. That’s why technical SEO recommendations need to be tied directly to business goals and measurable outcomes.
For example, when a company changes the CMS used for its website, the SEO implications of changing the site’s underlying code can be overlooked. On a project manager’s long list of priorities, SEO mitigations often rank low. It’s usually not until the risks and their potential impact on the migration’s success are clearly demonstrated that SEO is properly considered.
Technical SEO projects are also often complex workstreams. They require a strong understanding of your company’s systems and teams, along with strong communication and management skills.
Although you may view this work as critical to the website’s SEO health, non-SEOs may struggle to appreciate its value if they’re only hearing about crawl budget or index management. Measuring success against core business goals makes your work easier to understand and value.
The best way to secure buy-in for technical SEO initiatives and demonstrate their impact is by aligning them with business performance and goals.
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The business outcomes that drive SEO buy-in
To show how technical SEO work is likely to impact business performance, it’s critical to understand the metrics and goals that matter to your business.
Most companies set corporate goals each year, whether that’s growing reach, increasing revenue, or entering new markets. These goals will vary by organization, but they typically align with a few core focus areas.
Revenue
The bottom line for most businesses, whether they’re charities, ecommerce brands, multinationals, or SMEs, is…
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