Google updates can cause uncertainty, confusion, and fear amongst non-SEO and non-marketing business stakeholders.
As an industry, we like to fixate on the winners and losers of any given update, and typically, websites (and categories) that take the larger hits gain more traction and shares.
As a result, the algorithm update horror stories also tend to end up in C-level inbox circulation more frequently.
Simplifying Google updates for C-level stakeholders involves focusing on key takeaways, business impact, and actionable insights (where possible).
Creating Frames Of Reference
When communicating to wider business stakeholders, creating frames of reference is essential for ensuring that your message is clear, relevant, and resonates with the audience.
From experience, there are five key elements to creating effective frames of reference for client C-level and non-marketing stakeholders.
Component
Notes
Contextualize
Start with the big picture and relate ideas to familiar concepts. Make this “real” for who you’re communicating with.
Use Relevant Data
Present data in terms of ROI, benchmarks, or impact that matters to the audience.
Simplify Complex Ideas
Break down information, avoid jargon, and use visuals where possible. Keep it simple, as going too complex or complicated with visuals can cause other complications.
Highlight Impact
Emphasize tangible business outcomes and use scenarios to illustrate effects. (E.g., a reduction in Search visibility in Segment A could lead to an X% decrease in MQLs over Y months based on the current website CVR.)
Be Consistent
Align with business strategy and reinforce key messages.
You may also choose to use external, neutral sources that support or validate your communications.
For example, I tend to use a lot of Search Engine Journal’s coverage of Webmaster Hangouts and point to direct quotes from Googlers.
Communicating Updates, Even If They Don’t Matter
Let’s revisit a point I made at the beginning of this article: We can’t assume that we are the client’s sole source of SEO or Google-related news.
When speaking with the CMOs who helped shape these initial articles, one key issue they highlighted was the lack of clarity around Google updates in their past engagements.
They specifically mentioned challenges in understanding updates like RankBrain and initiatives like Hidden Gems.
It’s our responsibility to ensure that our C-level stakeholders are not only informed about changes in the search landscape but also understand how these changes impact them directly.
This proactive approach helps prevent any confusion or the impression that we’re not adequately addressing and mitigating risks for their organization.
The impact of these updates can vary greatly across different sectors – some may experience significant ranking shifts, while others might see only minor adjustments.
Additionally, Google employs systems that, while not typically labeled as “updates,” still play a vital role in shaping search results.
For instance, RankBrain, an AI system, aids Google in interpreting the intent behind queries, especially those it hasn’t encountered before.
Meanwhile, initiatives like Hidden Gems are designed to bring lesser-known but high-quality content to the forefront.
If we don’t make these distinctions for the client stakeholders, we leave them open to interpretation and potential incorrect/contradictory information online or from other vendors.
The 30,000ft View
The 30,000ft view in marketing communications refers to a high-level, strategic perspective on how Google updates or changes in the search landscape can potentially affect – or have started to affect – the organization.
The focus is on the big picture, considering the overarching goals and how
Key Updates
Highlight the most important developments and how they affect the overarching business strategy. This could be changes in the market, internal progress, or shifts in priorities.
Recommended Actions
Outline the next steps, focusing on what needs to be done, who’s responsible, and how these actions align with activities already in-flight (and planned), and the activities of other marketing channels.
Implementation Timeline
Provide a clear timeline with key milestones and deadlines. This also includes a follow-up plan to ensure everything stays on track and any adjustments are made as needed.
The above can be communicated effectively through DARCI and RAG visuals.
DARCI and RACI are both frameworks used in project management, but they serve slightly different purposes and offer varying levels of detail.
DARCI builds on the RACI framework and adds a layer by including a Decision-Maker role.
Decision-Maker.
Accountable.
Responsible.
Consulted.
Informed.
This is particularly useful in more complex projects where decision-making is crucial and needs to be clearly defined.
DARCI is often used in more complex or higher-stakes projects where the clarity of decision-making is critical, while RACI is sufficient for more straightforward tasks.