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*Summary*
Tom Critchlow stresses the importance of executive discussions on SEO to build consensus and secure budgets. He presents a framework to simplify complex SEO strategies into a compelling business case for senior stakeholders, including situation analysis, evidence, investment requests, actions, and projected results. This framework aligns SEO initiatives with the company's strategic priorities. Tom also details presenting executive summaries with budget breakdowns, KPIs, and measurement metrics. He emphasizes client engagement, the role of AI in SEO, and the necessity of strong reporting and measurement.
*Key Takeaways*
• The importance of distilling complex SEO strategies into a simple, coherent business case for executive discussions
• The need to align SEO initiatives with the company's strategic priorities to gain executive buy-in
• The framework for executive discussions about SEO, including situation analysis, evidence, investment ask, coherent actions, and projected results Presenting an executive summary for a client involves a detailed breakdown of the budget, KPIs, and measurement metrics.
• Client engagement often involves a deep understanding of the client's situation, strategic priorities, and stakeholder analysis.
• The use of AI in SEO requires a point of view on how to integrate AI into content creation workflows.
• Strong reporting and measurement are crucial for justifying SEO as a revenue channel and adapting to changes in the industry.
• Communication and executive handling are as important as hitting results in client engagements.
*Key Moments*
[00:00] Introduction and Background
[08:00] The Framework for Executive Discussions about SEO
[31:32] Mastering the Art of Executive Summaries in SEO Consulting
[38:35] Navigating Client Engagement and Strategic Priorities in SEO
[56:21] The Role of AI in Content Creation Workflows for SEO
[58:41] The Importance of Strong Reporting and Measurement in SEO
[59:59] Effective Communication and Executive Handling in Client Engagements
*About Tom Critchlow*
Tom has spent the last 15 years working in SEO and digital media. He opened up the Distilled NYC office in 2011, worked at Google for a few years, and has been running his own consulting business for the last ten years.
Three years ago he founded The SEO MBA, a newsletter and series of courses designed to teach SEOs to present ideas to the C-suite, create a compelling business case for multi-million dollar investments, and work cross-functionally to gather buy-in from stakeholders.
