Don't stay in your lane, get buys across the lane.

[kexej28769@nongnue]

For example, we worked on a large CPG food brand for several years. In year one, my colleagues did a great job of discovery and put together a great SEO playbook, and we spent most of the year trying to get organized and check off all these SEO best practices boxes for the client. But no one cared and nothing was getting done. It turned out that our “SEO best practices” didn’t seem to be relevant to the big-picture initiatives and brand campaigns they had planned for the year, so they bulgaria number data being completely sidelined or ignored. In year two, our contract was restructured to focus search efforts primarily on the campaigns planned for the year. Were we doing the search work we thought we would be doing for the client? No, were we being added on and finally doing great search work? Yes because we stopped trying to lean in our own direction and started pulling the weight with everyone towards a common vision.


Some brands only hire SEO experts to run their business and no other marketing services. They have to coordinate a lot of moving pieces to get them all moving in the same direction as best they can. To do that, everyone needs to be aligned on where we’re going and the problems we’re solving.

Ultimately, for most SEOs, it's about wisdom and humility to understand that you're not in this alone - you can't be. And even if you don't get your way 100% of the time, you're much more likely to get it when you collaborate with others and align your efforts with the bigger picture.

One of my survey respondents put it beautifully: "Present all search projects as products that require a full product team including engineering, project managers, and business-side people."