Stakeholder Management and Managing Up
Presenting search work in the commercial language each audience already uses, so the value is understood rather than translated.
Analogy Mental model
The same dish described three ways: origin and technique for the critic, calories and protein for the athlete, and whether it tastes good for the child.
In practice What you actually do
Founders hear revenue, share, and long-term acquisition cost. Marketing leadership hears traffic, keyword share, branded demand, and interaction with paid. Product hears what users are searching for that does not exist yet, and what page experience does to conversion. Engineering hears a ticket with reproduction steps and estimated impact.
Where people get burned Pitfalls
Speaking in canonical tags and status codes to a non-technical executive communicates nothing except that the work is incomprehensible. Translate into outcomes: the site is easier to understand, the brand is recommended in answers, customers arrive faster.
This entry was written in English from the Chinese original, not machine-translated. Read the Chinese version →