SEO: How to Drive SEO Buy-In From Plan to Execution with Owain Lloyd-Williams

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Keep Optimising

Chloe Thomas

285 episodes

6 days ago

For 5 episodes at a time we focus in on one marketing method - maybe Email or SEO or Google Ads or Facebook Ads. In our weekly episodes, we go deep into a different area of the marketing method we’re focused on, with a guest selected because they are an expert in their field AND because they have a specific tactic or approach you NEED to know about. That means for the whole 5 episodes you’re getting ideas about ONE THING, and you can focus your optimisation time along with us on that one marketing method. - Current Mini-Series = SEO - Next Mini-Series = Marketplaces, including Amazon - Last Mini-Series = Google Ads Previous topics you can listen to right now: SEO, Email marketing, Black Friday, Facebook Ads, Marketing Foundations, Content Marketing, Organic Social Media, Google Ads, TikTok, & Improving Conversion Rates You can hear a new episode for free every Wednesday. Each episode lasts about 30-45 minutes and is audio only. AND at the end of each month we also have a Live Q&A webinar where you get to ask your questions of our guests. >> Sign up for the next one here: https://keepoptimising.com/webinar/ I look forward to helping you keep optimising your marketing very soon! Chloe Thomas, host of the show About our host: Chloe Thomas has been in marketing for over 15 years, she's the author of multiple best selling books on eCommerce and marketing, and the host of the award-winning UK top 5 marketing podcast, eCommerce MasterPlan. Join our email list: https://keepoptimising.com/

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SEO: How to Drive SEO Buy-In From Plan to Execution with Owain Lloyd-Williams

Keep Optimising

37 minutes

3 months ago

SEO: How to Drive SEO Buy-In From Plan to Execution with Owain Lloyd-Williams

Getting buy-in for your SEO plans can often feel like navigating a maze, but we’re here to simplify that journey. The main takeaway from today’s discussion is that understanding the unique story and aspirations of your brand is crucial when you're trying to get approval for your SEO strategies. Whether you’re in a big enterprise or a smaller team, the tips we share can help you effectively communicate the value of your SEO initiatives.

In this episode, we speak with Owain Lloyd-Williams, an SEO expert with extensive experience working with diverse companies.

Owain highlights the need to align SEO work with business goals from day one. Many projects fail because SEO teams focus too much on rankings or traffic. But stakeholders want to see how SEO drives real outcomes—like sales, leads, or conversions. For eCommerce brands, that means tying SEO wins to revenue or product performance. Set clear KPIs early, build reports that show impact, and update them regularly to keep buy-in strong.

He also suggests working across silos by offering value and support—not just making demands. Understand what each team cares about and show how SEO can help them win. In eCommerce, this could mean helping product pages convert better or reducing bounce rates with smarter content.

Lastly, Owain advises reviewing and updating these before creating new material. Older content often has authority and just needs a few tweaks to perform again. This is a fast, cost-effective way to drive traffic and meet SEO goals. It's especially useful when budgets or developer time are tight.

Takeaways:

Understanding your brand's story and unique selling proposition is key for effective SEO.
Data-driven decisions are essential for gaining buy-in from stakeholders in SEO projects.
Breaking down silos within an organization fosters collaboration and enhances SEO project success.
Establish clear reporting systems to prove the value of SEO initiatives to stakeholders.
Engaging stakeholders early and often is crucial for securing support for SEO strategies.
Utilizing modern SEO tools can help streamline processes and encourage team involvement in projects.

Find the notes here: https://keepopt.com/266

Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

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**** Get all the links and resources we mention & join our email list at https://keepopt.com Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify. Interested in being a Sponsor? go here: https://keepopt.com/sponsor