Should I pitch SEO in a marketing-only forum or include sales/product in the discussion?

Pitching SEO should not be limited to just a marketing forum; it should include sales and product teams as well. SEO impacts customer acquisition, product visibility, and revenue, making it essential for all departments to align on strategy. Involving sales and product teams ensures a holistic approach that maximises SEO’s effectiveness across the business.

Why This Matters

SEO isn’t just about tweaking keywords and hoping for the best. It’s a strategic tool that can drive significant business results. Let’s say you’re in a B2B SaaS company. Your marketing team is focused on bringing in leads, but what happens when those leads hit the sales funnel? If the sales team isn’t aligned with the SEO strategy, those leads might not convert as expected. The product team, too, needs to know how SEO can highlight features that are most searched for by potential customers.

In essence, SEO touches multiple facets of your business. It’s not just a marketing tool; it’s a business strategy. When you include sales and product teams in the SEO conversation, you’re setting the stage for a more cohesive, effective approach that can improve rankings on Google and ultimately boost your bottom line.

How to Get Everyone on Board

So, how do you make sure everyone’s singing from the same hymn sheet? Here are some steps to consider:

• Host a Joint Workshop: Get marketing, sales, and product teams in one room. Discuss how SEO impacts each department. This can be an eye-opener and foster collaboration.

• Create Shared Goals: Align on key performance indicators that matter to all teams. This ensures everyone is working towards the same objectives.

• Regular Updates: Keep everyone informed with monthly or quarterly updates on SEO performance and adjustments. This keeps SEO top of mind across departments.

• Feedback Loop: Encourage feedback from sales and product teams. They might have insights that can refine your SEO strategy further.

• Engage an SEO Specialist: Sometimes, it helps to bring in a fresh perspective. An SEO specialist can bridge gaps and offer insights that internal teams might overlook.

By following these steps, you can ensure that your SEO strategy is not just a marketing exercise but a comprehensive business initiative.

An Opinionated Take

Here’s the thing. SEO isn’t a siloed activity. Treating it as such is a missed opportunity. It’s like trying to win a rugby match without a scrum. Sure, you might make some progress, but you’re not playing to your full potential.

When you involve sales and product teams, you get a more rounded view. Sales can tell you what customers are asking for, and product can highlight features that need more visibility. It’s a win-win. Plus, when everyone understands the role of SEO, you get buy-in across the board. No more “SEO is just a marketing thing” attitude. Instead, it becomes a shared effort to drive the business forward.

So, next time you’re thinking about pitching SEO, don’t limit yourself to the marketing team. Get everyone involved. You might be surprised at what you can achieve together.