Communication is at the heart of great SEO. Whether it's getting that pitch over the line, on-going client communication, winning over writers, getting to know the PR team, or convincing developers that your requests are important, SEOs can feel like we're constantly trying to get people to listen. Here are some useful communication approaches and techniques to help you get SEO stuff done and smooth your path. The talk covers common scenarios & gives you ideas on how to respond to and build bridges with key stakeholders.

1. Stakeholder Salad: Communication Skills For SEOs –
Talk Your Way Into Getting Shit Done
Kayleigh Töyrä
Timehouse Oy

2. #BrightonSEO
@KayleighToyra
https://timehouse.fi/bseo
What, like it's hard?
https://www.telegraph.co.uk/content/dam/fashion/2016/07/13/legally
_blonde_rex_trans_NvBQzQNjv4BqDg7yincUoRGZjT6F6XLJ6KER3tNgp1
euNhkV4xo4Y1w.jpg

3. #BrightonSEO
@KayleighToyra
https://timehouse.fi/bseo
Do you feel like 50% of the
time your work is just trying
to get things done?
You’re not alone!

4. #BrightonSEO
@KayleighToyra
https://timehouse.fi/bseo
META WORK
ISTHE WORK

5. #BrightonSEO
@KayleighToyra
https://timehouse.fi/bseo
Main communication blockers
LOW VALUE
UNCLEAR
BRIEF
CONFLICT
OF
INTEREST
LANGUAGE
STYLE
SILOS

6. #BrightonSEO
@KayleighToyra
https://timehouse.fi/bseo
Unblocked
EDUCATION
SCOPING
RELATIONSHIPS
ADAPT
CULTURE OF
SEO

7. #BrightonSEO
@KayleighToyra
https://timehouse.fi/bseo
Top 3 SEO
comms skills
Relationship-building & ‘branding’
Ability to adapt language
& reflect context
Learning how to communicate value

8. #BrightonSEO
@KayleighToyra
https://timehouse.fi/bseo
AVOID
Audience mismatch
Leaning on stereotypes
Tunnel vision
Overcomplicating
Oversimplifying
Frustration

9. #BrightonSEO
@KayleighToyra
https://timehouse.fi/bseo
Comms styles

10. #BrightonSEO
@KayleighToyra
https://timehouse.fi/bseo
Stakeholders
•Developers & tech team
•Marketing managers/brand
•Creatives, copywriters
•C-suite & owners
•PR teams
•Internal team

11. #BrightonSEO
@KayleighToyra
https://timehouse.fi/bseo
Focused
Direct Actionable
Backed up with
data & resources
Tangible ROI-driven Interdisciplinary
Role-oriented Focused
Collaborative Networked
Value-driven Interdisciplinary
Curiosity-drive
n
Developers
Marketing managers
Creatives, copywriters
PR teams
C-suite
Internal teams
Practical
Knowledge-sharing
Top-line
Creative Data

12. #BrightonSEO
@KayleighToyra
https://timehouse.fi/bseo
You’re actually doing SEO in a
specific technical and
organisational context

13. #BrightonSEO
@KayleighToyra
https://timehouse.fi/bseo
Caveats

14. #BrightonSEO
@KayleighToyra
https://timehouse.fi/bseo
•This can be only be achieved if we do X and X by X.
Otherwise, we risk losing momentum (timeline)
•Within this timeframe, only X will be feasible
•We don’t have resources for scenario A right now,
but I actually think we can go with B and build on that

15. #BrightonSEO
@KayleighToyra
https://timehouse.fi/bseo
•We can shoot for X, but it’s likely that X and X will
impact our ability see results from X
•I need the X team to confirm that X will be
implemented by X before I can commit to any
performance estimates

16. #BrightonSEO
@KayleighToyra
https://timehouse.fi/bseo
•The SEO work will only be effective if we also
combine it with X
•We’re likely to see a X% drop in performance if we
go ahead with/without X

17. #BrightonSEO
@KayleighToyra
https://timehouse.fi/bseo
Always
offer
alternatives
Communication hack
Communication hack

18. #BrightonSEO
@KayleighToyra
https://timehouse.fi/bseo
“It’s already
got SEO”
“SEOs just go on
about headings
and fixing small
details”

19. #BrightonSEO
@KayleighToyra
https://timehouse.fi/bseo
Content
Speed
Accessibility
UX

20. #BrightonSEO
@KayleighToyra
https://timehouse.fi/bseo
User advocacy

21. #BrightonSEO
@KayleighToyra
https://timehouse.fi/bseo
Scoping is caring

22. #BrightonSEO
@KayleighToyra
https://timehouse.fi/bseo
But not specifying whether it’s a mansion,
garage, or dog kennel.
Ordering a house…

23. #BrightonSEO
@KayleighToyra
https://timehouse.fi/bseo
EXPLAIN the PURPOSE of what you’re
ordering.

24. #BrightonSEO
@KayleighToyra
https://timehouse.fi/bseo
•Get to know
development lifecycles
•Respect the process
•Share knowledge
•Speak their language
•Know the blind spots
•Listen, don’t assume
•Have tangible examples
Developer communication

25. #BrightonSEO
@KayleighToyra
https://timehouse.fi/bseo
Bring developers in earlier than
you think they are needed…
Especially true for seniors
and architects
Than they think they are needed…

26. #BrightonSEO
@KayleighToyra
https://timehouse.fi/bseo
A good tech spec will save you pain.

27. #BrightonSEO
@KayleighToyra
https://timehouse.fi/bseo
•Often go wrong
•SEOs get called in too late
•Retrospective fixes
MIGRATIONS
a communication case study

28. #BrightonSEO
@KayleighToyra
https://timehouse.fi/bseo
MIGRATIONS
a communication case study
•Developer/SEO collaboration from day one
•Shared knowledge base
•Joint success

29. #BrightonSEO
@KayleighToyra
https://timehouse.fi/bseo
Getting SEO buy-in
Workshops
& training
Sharing
best
practice &
successes
Clear
guidelines
Resource
management
& SEO
advocates

30. #BrightonSEO
@KayleighToyra
https://timehouse.fi/bseo
Structured data
Content hierarchy
Navigation & pagination
Structure & architecture
Links & canonicals
Speed
Tracking & analytics
JavaScript/CMS
1
2
3
4
5
6
7
8

31. #BrightonSEO
@KayleighToyra
https://timehouse.fi/bseo
The automation
conundrum

32. #BrightonSEO
@KayleighToyra
https://timehouse.fi/bseo
Outcomes
Concrete
examples
Purpose
Audience
How to offer (the right kind of) SEO training

33. #BrightonSEO
@KayleighToyra
https://timehouse.fi/bseo
Sync up with the rest of the technical
roadmap
(don’t become an island)

34. #BrightonSEO
@KayleighToyra
https://timehouse.fi/bseo
•Will come up during the
product lifecycle
•Saves headaches later
•Leaner, faster, better apps
and tech environments
Why SEO is better ”baked-in”

35. #BrightonSEO
@KayleighToyra
https://timehouse.fi/bseo
•Manage expectations
•Sync up with their teams
•Be active
•Understand their org
•Get background data
•Provide value
Client communication

36. #BrightonSEO
@KayleighToyra
https://timehouse.fi/bseo
Preemptive comms

37. #BrightonSEO
@KayleighToyra
https://timehouse.fi/bseo
Reframing
We have to push back the launch by 2 months
=
If we launch now,
we are risking a 60% downturn in traffic

38. #BrightonSEO
@KayleighToyra
https://timehouse.fi/bseo
Reframing
Multiple subdomains are bad for SEO
=
We should try to maximise our subdomains and clarify
where they fit in the user journey

39. #BrightonSEO
@KayleighToyra
https://timehouse.fi/bseo
Reframing
This product page is thin on content
=
I have some ideas on how we can increase traffic and
conversions on this page, want to see?

40. #BrightonSEO
@KayleighToyra
https://timehouse.fi/bseo
Reframing
This is something that you don’t currently do with your content
=
I would love to contribute to a documented content
strategy, I have some useful seasonal keyword research

41. #BrightonSEO
@KayleighToyra
https://timehouse.fi/bseo
Reframing
We are targeting the wrong sort of keyword vocabulary and
getting the wrong sort of traffic
=
I spotted a few new keyword opportunities, I think we
should try to go after X and X

42. #BrightonSEO
@KayleighToyra
https://timehouse.fi/bseo
Lots of small things
make up
a SEO strategy

43. #BrightonSEO
@KayleighToyra
https://timehouse.fi/bseo

44. #BrightonSEO
@KayleighToyra
https://timehouse.fi/bseo
You don’t just do SEO once

45. #BrightonSEO
@KayleighToyra
https://timehouse.fi/bseo
Continuous development

46. #BrightonSEO
@KayleighToyra
https://timehouse.fi/bseo
No two SEOs are
the same….

47. #BrightonSEO
@KayleighToyra
https://timehouse.fi/bseo
A word on language
•Analogy & metaphor = cool
•No need to be obscure
•Develop your own frameworks
•Find your own style

48. #BrightonSEO
@KayleighToyra
https://timehouse.fi/bseo
New ways of saying
the same things?
Audit
Analysis
Benchmark
Strategy
Reporting

49. #BrightonSEO
@KayleighToyra
https://timehouse.fi/bseo
Become
the resource
Communication hack

50. #BrightonSEO
@KayleighToyra
https://timehouse.fi/bseo
Huge appetite for SEO data....
Shame nobody knows
what any of it means

51. #BrightonSEO
@KayleighToyra
https://timehouse.fi/bseo
Getting
out of
the
reporting
rabbit hole
•Set the KPIs yourself
•Don’t become data blind
•Data storytelling
•What's beyond the report?

52. #BrightonSEO
@KayleighToyra
https://timehouse.fi/bseo
•Performance metrics & growth
•Sharing a narrative &
interpretation of data
•Digital asset management
VALUE
•User advocacy
•Proactive comms
•Knowledge sharing
•Getting things done

53. #BrightonSEO
@KayleighToyra
https://timehouse.fi/bseo
Don’t limit what SEO is
Internal
comms
Employee
advocacy
Funding

54. #BrightonSEO
@KayleighToyra
https://timehouse.fi/bseo
Thank you!
•timehouse.fi/bseo
•kayleigh.toyra@timehouse.fi