How to Report SEO to Your CEO (Tom Critchlow and Jason Barnard)

Tom Critchlow talks with Jason Barnard about how to report SEO to your CEO. Tom Critchlow is a freelance strategy consultant with over a decade of experience in product and marketing strategy. He worked in SEO at all levels and in a range of businesses, including product development at Google Creative Lab, Area 120, New York Times R&D, and the fintech sector. He is now working on The Strategic Independent, a book about independent consulting that will be available online. Understanding SEO jargon requires specific SEO knowledge, which is impossible for someone who is unfamiliar with it. As an SEO, it is therefore important to first determine your CEO's (or client's) level of SEO understanding to ensure effective communication, a smooth workflow and ongoing success. Another fun episode with a whirlwind of insight, featuring, of course, the rather groovy Jason Barnard and the brilliant Tom Critchlow digging deep on how an SEO can better manage their relationship with the CEO: get them onboard, obtain the resources you need, manage expectations, get buy-in from internal teams and, best of all, ensure everyone appreciates you true value. As always, the show ends with passing the baton… Tom sweetly hands over to next week’s amazing guest, Joseph J. Sherman. What you'll learn from Tom Critchlow 00:00 Tom Critchlow and Jason Barnard00:40 The Fundamentals of Brand SERP for Business01:07 Tom Critchlow’s Brand SERP04:41 SEO Vocabulary and Misconceptions07:24 Tips to Explain SEO to Your CEO09:08 Use Explainable Models - Don't Get Overly Complex10:56 Managing the CEO's Expectations With a Traffic or Ranking Drop13:30 How to Manage Expectations When Traffic Skyrockets15:26 Communication is Key to SEO Success17:34 What Do Businesses Care About That SEOs Should Focus on?23:44 Communicate with Clarity to keep the CEO Onboard30:58 How Well Do Modern SEOs Understand Users?32:50 SEO is Cross Functional36:50 Pragmatic Understanding of Resources40:06 Passing the Baton: Tom Critchlow to Joseph J. Sherman This episode was recorded live on video January 25th 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >> https://youtu.be/BkGqP5zHbTM