In all industries, vertically and in product / service categories, the search and search engine optimization culture has become the pulsating heart of a successful company’s marketing activities.

SEO insights provide business information not only for marketing but also for operations, product development and customer service.

Company search allows brands not only to react but also themselves to reach consumer demand and be prepared to take advantage of trends as they arise.

In this increasingly digital world, where inbound marketing gives strength to the rich, fills customer interactions and relationships, success in a company’s SEO is success in business. That is no exaggeration.

And it all depends on your ability to build and nurture a company’s SEO culture.

What does a successful corporate SEO culture look like?

You would be forgiven because the culture of thought is a bit of a buzzword – but it is much more.

At the company level, the SEO culture is:

  • The way your SEO team interacts and collaborates internally and across the organization.
  • How leadership prioritizes search engine optimization and how the budget is distributed as a result.
  • A mix of people, processes, and platforms that drive marketing performance.
  • A shared mindset and commitment to serving and improving the business.
  • Knowledge, beliefs, habits, and best practices that support search engine optimization and how a company benefits from search engine optimization.


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Building a corporate SEO culture is challenging, but the benefits are worth it.

In SEO organizations with a positive culture, search is recognized as firm to the business and is defended in different business units.

Let’s look at five specific ways you can build and protect this culture in your own organization.

Five ways to build a company’s SEO culture

  1. Start with a common goal and shared goals.
  2. Build trust and connection within SEO and the brand.
  3. Develop and invest in people.
  4. Speed ​​up operations by streamlining processes and technology.
  5. A center of excellence will be established to replicate successes and support the maturity of the organization.

1. Start with a common goal and a goal

What is the SEO vision and mission? How does it fit into your company’s broader business goals and what key outcomes will drive them forward?

Creating a solid understanding of the landscape in which you are building this culture is critical to its success.

Here is the edit SWOT analysis can help. Evaluate strengths, weaknesses, threats, and opportunities from the perspective of both the SEO and the organization.


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SEO is not an island. You don’t want your team to operate in a silo, disconnected from the organization as a whole. List the internal barriers to a results-based SEO culture throughout the organization and start by formulating ways you can overcome them.

Seek the help and support of cross-departmental leaders and all C-suite stakeholders in developing your SEO vision.

Don’t create it yourself and try to sell it to them actually. Help them develop their own understanding of what SEO brings to the table from the start.

2. Build Trust and Report SEO within and across the brand

Creating a credit culture is no small achievement – it is an ongoing process that requires unwavering, everyday commitment. Building trust can take years and only break for a moment.

In business search engine optimization, you may also need to try to build and nurture trust across time zones and cultural boundaries; with internal groups and third parties.

Again, stakeholder involvement at an early stage in a meaningful way can pay big dividends later.

HBR author Amy Jen Su, in the book “The Leader You Want to Be: Five Key Principles for Introducing Your Best Self — Every Day,” advises that several concrete steps you can build trust within your team.

Keep these in mind as you add new team members and expand your SEO activities:

  • Hold regular face-to-face meetings.
  • Be honest when giving feedback to team members and interdepartmental colleagues.
  • Don’t expect people to raise things with you – approach those who may struggle quietly.
  • Know that failure is happening, and be okay with it when it happens.
  • Be clear about who is the point of contact for important contacts in the brand.
  • Set the ground rules and communicate them clearly.
  • May be available to both team members and interdepartmental partners.
  • Implement zero tolerance for bullying and instead model healthy conflicts for team members.

Su also recommends that leaders provide coaching and mentoring opportunities for those interested or potential.

This will take us to your next stage of cultural construction.

3. Develop and invest in people

How do you keep the members of your SEO team committed and feel satisfied?

Despite their incredible responsibilities and the size of the website or web network they manage, SEO organizations tend to be small and compact.


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In fact, a typical internal SEO team is 2-5 regardless of the members, whether the company has less than 100 employees or more than 1,000 employees.

the skills required for these SEO tasks are both broad and highly specialized and cover both technical and creative.

In addition, success in a business organization requires quite another skill set – business administration, reporting skills, exceptional communication skills and political awareness among them.

It is imperative that you do not burn and go through these “unicorn” workers. There is a shortage of them, and when your organization is known as a toxic workplace, you struggle to find qualified applicants at all.

Develop best hiring and employment practices that will help you find the best not only for the lack of skills you need to fill but also for the culture you create.

Ask yourself:

  • Do our human resources policies and strategies support members of the SEO team and make them feel safe?
  • Are we addressing diversity, fairness and inclusion in real, meaningful and measurable ways?
  • Do members of the SEO team have access to training, certifications, and other training opportunities to keep them engaged and at the forefront of the game?
  • Do we offer proactive professional development and mentoring or do we trust team members to identify with their needs?
  • We create a culture where open communication and cooperation will be rewarded?


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4. Streamline operations with empowering processes and technologies

Documenting normal operating procedures and refining reporting processes can get your eyes down – and so can your team members.

Make sure you use technology intelligently to intelligently automate as much unnecessary and rote work on your company’s search engine optimization as possible.

Free team members from more influential hobbies, such as interpreting the results of these tools and Evangelizing SEO Success with interdepartmental groups.

SEO is the ability to provide invaluable business information. Make sure your business team has the technology and processes:

  • Understand and activate real-time opportunities gathered from consumer search data.
  • Create real-time content and provide optimizations that better meet customer expectations.
  • Dynamically adapt to real-world events in your vertical and potentially disruptive political, social, economic, and technological events.
  • You have both a high level of bird’s eye view of SEO performance and the ability to dig in and get granular.
  • Combine search data and other business information to take advantage of new opportunities and new trends.

You can read more about how search and business information support work together to achieve your business goals here.

5. Establish a center of excellence to replicate successes and support organizational maturity

Finally, all of these processes and best practices you have developed need to be made renewable and scalable. The best way to achieve this is by developing your company’s SEO Center of Expertise.


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Here, mindsets, skill packs, and toolkits that take advantage of exceptional SEO performance combine into a living, breathable archive that you keep up to date as your business evolves.

Your Center of Excellence guides induction, training, professional development, adherence to internal and industry best practices, performance frameworks, and more.

As your team grows and your company’s SEO strategy evolves, the center will serve as one source of truth for your team.


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Here you can share what you have learned, celebrate successes, strategize, evangelize, and mature as an organization.

I share more about sharing SEO insights and inspiring inter-organizational activities here.

Main takeaways

  • Building a healthy, sustainable company SEO culture takes time and an unwavering commitment from leadership.
  • So called soft skills – communication, cooperation and curiosity with each other – are an integral part of a positive culture.
  • SEO culture is not exclusively for the SEO team. Early and ongoing support from C-Suite and other departmental decision makers is essential.
  • Investing time and budget must take into account the people, processes, and technology of the SEO organization in order to achieve the balanced approach needed for long-term success.
  • The corporate SEO culture, best practices and information are made scalable and replicable through an established unit of excellence.

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Post created by the author in July 2021


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