Overcoming Blockers: How to Build Your Red Tape Toolkit – Whiteboard Friday
Posted by HeatherPhysioc
Have you ever made SEO recommendations that just don’t go anywhere? Maybe you run into a lack of budget, or you can’t get buy-in from your boss or colleagues. Maybe your work just keeps getting deprioritized in favor of other initiatives. Whatever the case, it’s important to set yourself up for success when it comes to the tangled web of red tape that’s part and parcel of most organizations.
In this week’s Whiteboard Friday, Heather Physioc shares her tried-and-true methods for building yourself a toolkit that’ll help you tear through roadblocks and bureaucracy to get your work implemented.
Click on the whiteboard image above to open a high-resolution version in a new tab!
What up, Moz fans? This is Heather Physioc. I’m the Director of the Discoverability Group at VML, headquartered in Kansas City. So today we’re going to talk about how to build your red tape toolkit to overcome obstacles to getting your search work implemented. So do you ever feel like your recommendations are overlooked, ignored, forgotten, deprioritized, or otherwise just not getting implemented?
Common roadblocks to implementing SEO recommendations
If so, you’re not alone. So I asked 140-plus of our industry colleagues the blockers that they run into and how they overcome them.
- Low knowledge. So if you’re anything like every other SEO ever, you might be running into low knowledge and understanding of search, either on the client side or within your own agency.
- Low buy-in. You may be running into low buy-in. People don’t care about SEO as much as you do.
- Poor prioritization. So other things frequently come to the top of the list while SEO keeps falling further behind.
- High bureaucracy. So a lot of red tape or slow approvals or no advocacy within the organization.
- Not enough budget. A lot of times it’s not enough budget, not enough resources to get the work done.
- Unclear and overcomplicated process. So people don’t know where they fit or even how to get started implementing your SEO work.
- Bottlenecks. And finally bottlenecks where you’re just hitting blockers at every step along the way.
So if you’re in-house, you probably said that not enough budget and resources was your biggest problem. But on the agency side or individual practitioners, they said low understanding or knowledge of search on the client side was their biggest blocker.
So a lot of the time when we run into these blockers and it seems like nothing is getting done, we start to play the blame game. We start to complain that it’s the client who hung up the project or if the client had only listened or it’s something wrong with the client’s business.
Build out your red tape toolkit
But I don’t buy it. So we’re going to not do that. We’re going to build out our red tape toolkit. So here are some of the suggestions that came out of that survey.
1. Assess client maturity
First is to assess your client’s maturity. This could include their knowledge and capabilities for doing SEO, but also their organizational search program, the people, process, ability to plan, knowledge, capacity.
These are the problems that tend to stand in the way of getting our best work done. So I’m not going to go in-depth here because we’ve actually put out a full-length article on the Moz blog and another Whiteboard Friday. So if you need to pause, watch that and come back, no problem.
2. Speak your client’s language
You can read the full article at Moz Bloghttp://seopti.com/overcoming-blockers-how-to-build-your-red-tape-toolkit-whiteboard-friday/http://seopti.com/wp-content/uploads/2013/07/moz-logo.pnghttp://seopti.com/wp-content/uploads/2013/07/moz-logo.pngSEOMOZ