This is the 4th in the series of where I use Bard to establish if a book I've got my eye on should be one I buy and read in-depth. In this scenario, I've actually got the book on Audible and it says I've listened to it, but I don't remember that.
In the ever-evolving landscape of SEO, it's easy to get caught up in algorithms, rankings, and technical jargon. But former Navy Captain L. David Marquet's "Leadership is Language" offers a refreshingly human perspective, suggesting that effective SEO goes beyond technical expertise and instead hinges on the power of communication. While seemingly focused on leadership, Marquet's six "plays" offer surprising depth and applicability to the world of SEO, providing a framework for building trust, collaboration, and ultimately, impactful SEO campaigns. // this latter point is exceptionally important when it comes to leadership positions.
The Six Plays: Transforming the "Industrial Age Playbook" of SEO
Marquet argues that traditional leadership, much like our outdated approach to SEO, relies on a "control and compliance" model – a top-down hierarchy where orders are given and followed. He proposes a new "playbook" based on six core plays:
Control the Clock, Don't Obey the Clock: In SEO, this translates to breaking free from the tyranny of deadlines and chasing short-term wins. Instead, prioritise planning, reflection, and strategic decision-making to ensure sustainable long-term SEO success. // here you should really lean into the Four Disciplines of Execution as I have in my SEO framework. Definitely check that out.
Collaborate, Don't Coerce: Foster open communication and collaboration among team members, including agencies, content creators, and external stakeholders. Encourage diverse perspectives and shared decision-making for a more creative and effective SEO approach. // this is definitely how I operate. You build trust by being honest. It also helps if you've got experience of working both client and agency side. It further helps having held roles outside of marketing but also within technology.
Commit, Don't Comply: Move beyond mere compliance with external demands or internal metrics. Cultivate a culture of commitment, where stakeholders are intrinsically motivated to achieve shared goals and contribute their best work to the SEO campaign. // this comes from focusing on moving your lead and lag metrics and making sure that stakeholders are aware of them and can see progress.
Focus on Learning, Not Doing: Embrace the inherent uncertainty of SEO and prioritise continuous learning (including reading outside of SEO) over blind execution. Encourage experimentation, data-driven insights, and adaptation to stay ahead of the curve and navigate a constantly changing landscape. // this is something I foster. In our sprints we have clear work that needs doing, but we have an open mind too add new opportunities in but also the space to explore problems freely. Much of the greatest insights come from following your nose and having the freedom to do that.
Leave Bluework (Decision-Making) Behind: Don't get bogged down in endless meetings and analysis paralysis. Empower team members to make decisions at their level, fostering agility and responsiveness in implementing your SEO strategy. // it's essential that you create the culture to limit meetings. I see team communication as a neural network where conversations fire off naturally and aren't forced. That's not to say we don't have set meetings - you need them for governance and to be held to account, but the tendency is to allow free dialogue. Again that can only happen with the right culture.
Embrace the Messy Middle: Accept that the journey will be messy, with unexpected challenges and setbacks. Focus on building resilience, maintaining open communication, and celebrating small wins to navigate through difficult times and keep your team motivated.
Putting the Plays into Practice: SEO Strategies with a Language Powerhouse
Applying these plays to your SEO practice can unlock transformative results:
Control the Clock, Don't Obey the Clock:
Prioritise strategic audits and planning: Before diving into tactics, conduct a comprehensive audit of your website, competitor landscape, and user behavior. Define clear goals, KPIs, and a long-term strategy for sustainable SEO success. // this is likely to be the standard approach for SEOs
Schedule time for reflection and adaptation: Don't let deadlines dictate your every move. Block out time for regular team discussions, data analysis, and course correction based on performance and industry trends. // the Monday session where you track progress against KPIs should give time to conversations about changes in direction. See my views on the Cadence of Accountability and the books Leading the Revolution, Mind of the Strategist and Good Strategy, Bad Strategy.
Collaborate, Don't Coerce:
Break down silos and embrace diverse perspectives: Encourage open communication between internal teams, external agencies, and content creators. Facilitate brainstorms and knowledge sharing to leverage everyone's expertise and develop creative SEO solutions.
Actively solicit feedback and ideas: Don't assume you have all the answers. Create a culture where team members feel comfortable voicing their opinions and contributing to the decision-making process. // I often ask for feedback from participants of big meetings around how I presented and the information. This is a good habit to get into.
Commit, Don't Comply:
Align goals with individual values and motivations: Understand what drives your team members and connect their work to the bigger picture of SEO success. This fosters intrinsic motivation and encourages them to go the extra mile. // Good leaders adjust how the communicate to each audience member.
Celebrate wins and recognise contributions: Acknowledge and appreciate individual and team achievements, even if they're small steps towards larger goals. This builds trust, strengthens commitment, and keeps everyone motivated. // A win for one person is just BAU for another. Make sure you show appreciation and the impact that your team is having on others and goals.
Focus on Learning, Not Doing:
Embrace experimentation and data-driven insights: Don't be afraid to try new things and analyse the results. Experiment with different content formats, link-building strategies, and on-page optimization techniques to identify what works best for your audience and niche. // back to that free learning and experimentation.
Stay updated on industry trends and algorithm changes: Be a lifelong learner in the ever-evolving world of SEO. Attend conferences, read industry publications, and participate in online communities to stay ahead of the curve and adapt your strategy as needed. // and again, taking in the experiences of others and asking questions of your own data and teams.
Leave Bluework (Decision-Making) Behind:
Empower team members to make choices at their level: Trust your team members' expertise and give them the authority to make decisions within their area of responsibility. This fosters ownership, initiative, and a sense of accountability for SEO results. // again, this is about setting the right culture and mostly letting the team get on with it, but making yourself available to guide.
Focus on clear communication and guidelines: Ensure everyone understands the overall SEO strategy and their individual roles within it. Provide clear guidelines for decision-making, but avoid micromanaging every step. // allow your team to contribute to the strategy and clearly articulate the 'final' version.
Create a culture of psychological safety: Encourage open communication and honest feedback even when things go wrong. Allow team members to take calculated risks without fear of punishment, fostering an environment where innovation and learning can thrive. // read more about this in the book Right Kind of Wrong.
Celebrate "smart failures": View setbacks as opportunities to learn and improve. Analyze what went wrong, discuss lessons learned, and adapt your approach rather than dwelling on mistakes. This builds resilience and encourages continued experimentation. // The book I just mentioned is valuable here, but also check out Range.
Embrace the Messy Middle:
Communicate openly and transparently: Keep everyone informed about challenges, setbacks, and unexpected changes. Open communication builds trust and allows team members to adjust their approaches and offer support for overcoming obstacles.
Focus on progress, not perfection: Don't expect a linear path to SEO success. There will be bumps along the way, delays, and unexpected challenges. Celebrate small wins, acknowledge progress, and maintain a positive outlook to keep the team motivated through difficult times. // the hard part is when you work with teams that don't take the same approach. The big learning is to understand how to leverage frustration and to understand that others are at different points of the journey.
Leverage the power of humor and vulnerability: Don't shy away from acknowledging the inherent messiness of the SEO journey. Inject humor and share lighthearted moments to maintain team morale and build deeper connections. This fosters a more supportive environment and helps everyone navigate the inevitable ups and downs of SEO. // It's not for me to judge if this is a strength of mine. Ok, it is.
So after using Bard to describe this book to me, it should be one that I'll press play on - seeing as I already have it. I'd give it a 9/10 for relevance to me and SEO. If you think the same then you can get it from Amazon (aff).