I’m working with a brand to optimize their content strategy to increase organic traffic.

The senior leadership team claims to understand how SEO works, but right before we are ready to launch a strategy, they halt it or make drastic edits (essentially eliminating any optimization).
Any advice on how to explain to executives that SEO is a long term strategy that requires a sense of balance? Of course we use brand voice but we also need to factor in keywords, search intent, etc

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Yes! Some experience - we outlined the “testing/optimization calendar” - with clear hard lines around the “locked” periods where we should not adjust campaigns in order to permit machine learning/accurate testing. And then planned for future checkpoints where we could make controlled tweaks/optimizations based on performance to date. Pretty much the most valuable convo is just all the rationale you said but in laymen’s terms - bullet pointing it for them of the impact of any changes on ability to learn/adequately test. Helping them understand the “why”

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Ahh I see! I’m less involved with actual content in my role - but I think the principle here is the same!

Show screenshots and hard examples of the max avail and demands associate with their phrase match and kw lists. Explain why those aren’t on par with best practices, are unable to perhaps reach desired spend for an organic campaign - you can’t create demand where there is none!
Simply put show them the data to back it up and make the contrast from that to your reco - with the target reach for their kw list vs recommended for example. Most clients just want to see consideration of their inputs and need to be SHOWN the why/why not.

Also could be worth to see if they are open to testing - see if they want to use the algorithmic/auto-copy on GDN or meta for example that will test different copy to determine the top performer/engager. Would provide a testing environment with reserved dollars to showcase which copy drives clicks.


I.e. the best path forward is most likely using their suggestions as the building blocks to create a broader audience.

Also another test - exact match vs broad match campaigns to see which is better for your brand.

Hope this helps!

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