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7 Essential Tips For Winning The Long Game



7 Essential Tips For Winning The Long Game

Have you ever felt like your team has a million great ideas, but is held back by the challenges in getting the buy-in required to just get things done?

It’s a common hurdle in enterprise SEO, where the sheer scale of initiatives and approvals required can threaten the success of even the best ideas.

In this column, you’ll find tips that will help you bridge the gap between SEO and the rest of the business to drive growth strategy based on my own experiences of having to overcome in-house objections.

Earlier in my career, I was plagued by this feeling that SEO was undervalued; that we had so much potential but lacked enough buy-in to get traction.

There were always older SEO ideologies in play that simplified what SEO was all about.

When I took my first SEO leader position, I still had that same outlook.

Despite our success, I couldn’t figure out why we couldn’t get the support we needed.


That all changed with this one piece of advice that I continue to live by as a leader: “Stop talking about SEO.”

Believe me, when I first heard that I was taken aback.

What do you mean, stop talking about it? It’s what we do.

But they were right. If we couldn’t tie SEO into specific business goals – the macro benefits – our program would never reach its potential.

They were right, and it changed my outlook on how I led and represented the SEO team.

With that change in mindset, my SEO career also progressed way faster than I had ever imagined.

Here are 7 ways our team lives by that mantra and now achieves far more substantial growth in our organic search program as a result.


1. Improve Your Understanding Of The Business

It’s easy to keep your head down and stay hyper-focused on what you are working on – what impacts you directly.

But without a proper understanding of how your company operates, creates, and monetizes, you will never reach your full growth potential.

Continuously improve your understanding of what you know about the company, and as it changes, change with it.

This can be scary if you switch industries.

As an example, going from a traditional ecommerce to a lead generation or ad subscription business requires a shift in mindset and an appetite for learning the ins and outs of what that actually means.

I started out in the steel industry and am now in automotive, and there is a very real learning curve in switching verticals like that.

Don’t be afraid to set up some time with business partners to go over their areas and how they contribute to the business, and how success is measured.

2. Learn More About What The Business Finds Important

Once you understand the business, it is essential to understand what executive leadership and cross-functional teams find imperative.


That means understanding the overarching business OKRs down to the team-level KPIs. Understanding these begin to prepare you for how you will achieve success.

KPIs can vary and may not be traditional ones you are accustomed to, such as visits and revenue.

If you are leading a content-based organization, you may find that you need to implement metrics that show the true value of your product, such as market share, scroll depth, video plays, or lifetime value.

3. Simplify. Simplify. Simplify Again.

You can have the most fantastic idea ever, but good luck if you show up to a meeting with senior leadership with a 30-slide deck about all the SEO tactics you want to use.

Put the information into a cohesive story that answers who, what, why, and how – the most important being the why.

Why would we do this?

All of the great information you gathered about how you’ll execute can live happily in the index and if a question arises, you still have everything you need.

The more you interact with your leadership, the clearer their expectations and which material resonates with them will become.


Never be afraid to reach out and solicit feedback to help inform your next pitch or presentation.

4. Don’t Be Afraid Of Projections

It will always be challenging to get buy-in for SEO work if you never show projections.

As SEO experts, we’re often hesitant to make projections.

But you know what? We shouldn’t be.

No one in your organization knows SEO better than your team. So if anyone is to make the projections, it should be you!

SEO is not a mysterious black box that we don’t understand.

While there are factors and SERP features out of our control, we have so many tools, data, and other resources that putting rough projections together shouldn’t be difficult.

You don’t have to reinvent the wheel, as there are many SEO articles about forecasting.


This gets you the C-suite buy-in and also gives your partners in Marketing, Product, Engineering, etc., a valid argument to pick your work up in a world of forever-competing priorities.

5. Don’t Get Defensive

There are often questions about SEO, especially when it adds complexity to or delays other types of work.

Before you get defensive, take a step back and look at it from someone from the perspective of someone who doesn’t live and breathe search.

Take the time to build relationships with your partners and look for opportunities to educate and give them some background.

It may seem time-intensive but over time, in-house partners with an excellent understanding of the basics become your most loyal SEO advocates!

Tessa Nadik on winning enterprise buy-in for SEO initiatives.


This is no different from joining a new company, learning their business plans, and becoming an advocate for those plans.

We have seen much success with this strategy, and that can start by establishing some best practices documentation starting with the basics and continuing to add to this library. These can also be great to have when new team members join.


Our partners know to reach out to us with any questions and have an open dialogue around SEO and where we can compromise or achieve precisely what we would like.

6. Know How And When To Prioritize

Not every SEO initiative is equal, and your work isn’t always the highest business priority in each sprint.

As an SEO leader, you need to recognize when to die by something and when it’s smarter to compromise.

We are all working toward the same result and by refusing to prioritize and compromise, your relationships and trust begin to deteriorate.

Whomever you work with, share a prioritized list with KPIs so you can quickly help prioritize that against other work.

7. Socialize And Share Success

No enterprise SEO team is an island.

Louder again for those in the back: no SEO team is successful alone.

SEO at the enterprise level becomes increasingly complex with factors like content, Core Web Vitals, user experience, brand reputation, conversion, lead quality, information architecture, and more all in play.


We can’t specialize in it all.

Our company has an amazing Product, Engineering, UX, and Analytics team equally responsible for driving success.

We are one team working together and specializing in our respective areas, which creates compounding success and gives everyone a sense of pride in what we have built for our consumers.

This is a great model for any product-led organization.

Final Thoughts

Enterprise buy-in does not happen overnight. But by beginning to take initial steps toward the outlined above, you are well on your way!

Stay focused and don’t get discouraged, as longevity is critical to the viability of your organic program.

Understanding your business should be the first step and can help inform the next steps for buy-in.

These tips are great whether you are an individual contributor communicating with your manager or a rising leader communicating with executive leadership.


More resources:

Featured Image: fizkes/Shutterstock

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A Marketer’s Guide To TikTok Analytics



A Marketer's Guide To TikTok Analytics

While TikTok might be all fun and games for users, marketers know better.

This social media channel is full of essential metrics to help brands create more engaging and relevant content for their audiences, so let’s get right to it: TikTok analytics.

Read below to learn what you’re looking for on TikTok’s analytics platform, how to interpret the data you find, and how to use that data to grow your brand’s presence.

Accessing Your TikTok Analytics

The first thing to know is that you must have a business or an influencer account to access TikTok analytics rather than a standard account.

Make the switch to a professional account by:

Tap the Hamburger icon (upper-right)> Settings & Privacy > Manage Account > Switch to a Business Account > Select your business category.

Composite image: screenshot from TikTok, annotations by author, September 2022

Once you’re set, you can navigate to your analytics by:

Tap the Hamburger (upper-right) > Click Creator Tools > Click Analytics.

TikTok analytics creator toolsScreenshot from TikTok, September 2022

Reviewing TikTok Analytics Data

When you navigate your analytics page, you will see three different categories at the top of your screen that you can click into for more data: Overview, Content, and Followers.


Like other social analytics platforms, TikTok offers a snapshot of how your content has been performing over a select period and the % increase or decrease since the previous period (shown in blue).

This data includes two significant aspects of your channel:

  • Video views: Shown in a graphical format, you can easily pick out trends over the last month on your channel regarding how many people watched your videos.
  • Profile views: Here, you will see the number of likes, comments, and shares for each video you’ve posted over a given period.

Additional metrics offered under the Overview tab include:

  • Likes: The number of likes your videos received in the selected date range.
  • Comments: The number of comments your videos received in the selected date range.
  • Shares: The number of shares your videos received in the selected date range.
  • Followers: The total number of users that follow your account and how that has changed within the selected date range.
  • Content: The number of videos you have shared in the selected date range.


When you scroll down on that same overview page, you’ll next see that you can click into your “followers” analytics (also found as a tab at the top of your screen, as shown above).

Here you’ll be able to see:

  • How many followers your account has.
  • Your follower growth percentage since the previous period you selected.
  • Demographic information about your followers, such as gender and location.
  • The hours your followers are most active.
  • The days your followers are most active.
  • The sounds your followers have listened to.

Although the actual analytics page might not look like much, we consider this the essential metric TikTok offers (more on this later).


Your analytics page’s “content” tab is a great way to see which content you post is getting the most attention.

You will see this tab broken up into several subsections showing data from the last seven days, including:

  • Video posts: Here, you can see the last nine videos you posted and determine which video had the highest number of views.
  • Trending videos: The videos with the fastest growth rate in views over the last week are presented here.
  • Video views by section: Here, you can see if people found your video via your profile, someone else’s profile, or if you appeared in their feed.
  • Video views by region: This helps you understand where your content is resonating geographically.
  • Average watch time: We love this metric because it helps show you what’s engaging!
  • Total playtime: Unlike average watch time per video, your total playtime shows you a cumulative watch time for anyone who has watched your videos.

Note: If you have more than 1,000 TikTok followers, you are eligible to host Live TikTok videos. With Live videos comes another analytics page for you to see precisely how your live video performed. Learn how to get started with a live TikTok video here.

Extra: Total Engagement Rates

SocialChamp offers a little hack to help you get another metric that could be useful: total engagement rates.

Just follow one of the below formulas to calculate this number:

formula for tiktok engagementImage from author, September 2022

Monitoring TikTok Hashtags

Metrics surrounding hashtags aren’t found in the same place as the metrics discussed above. However, it’s still worth analyzing different hashtags in your niche and seeing the number of times a post with a particular hashtag has been viewed.

To find this data, use the Search bar to find a hashtag.


Here, you’ll be able to see the number of views that hashtag has, the top videos that use the hashtag, and related hashtags.

TikTok Analytics hashtagsComposite image: screenshots from TikTok, collage by author, September 2022

Using TikTok Analytics To Grow Your Channel

Each section of TikTok analytics provides you with the valuable insight needed to grow your page and influence the right audience. Here are the three main takeaways:

Know The Ideal Times To Post Content

This is low-hanging fruit. See when (the day and time) your followers are engaging on the platform, and that’s when you should aim to post.

Understand The Videos That People Like The Best

Look at which videos people engage with the most through likes, comments, and watch time.

If you find that your funny videos outperform your informative ones, you know what to do!

These metrics should help guide your content creation strategy.

Discover What Is Working With Your Audience Beyond Your Page

Look at the analytics for popular sounds your audience likes and what hashtags they are using, and start incorporating these into your future videos.

Final Thoughts

Love it or hate it, TikTok isn’t going anywhere anytime soon.

Even if your audience isn’t on TikTok yet, we suspect more and more will adopt this platform, just as they eventually did with Instagram.


So, getting a head start on understanding how it works and creating a channel that resonates with and engages your target audience is best. (Remember, you can always repurpose your TikTok content for platforms like Instagram and Facebook!).

Happy analyzing!

More resources:

Featured Image: Petryshak/Shutterstock

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