As Google continues to release more updates, confirmed and unconfirmed, a broader range of business stakeholders are becoming more aware not only of the changes made by Google, but also of how evolving technologies are impacting consumerism as a whole. SEO as a marketing function has obvious performance metrics it can and will be judged by – but buy-in and understanding from business stakeholders can also determine the “success” of a campaign. When we’re communicating Google changes –whether they be algorithmic or upcoming products such as Search Generative Experience (SGE) – stakeholders need to understand the meaningful impact on them and the business, as well as the high-level commentary of what is changing. Communicating Impact & RiskCommunicating the impact and risk of emerging technologies to business stakeholders effectively requires a balance of clarity, thoroughness, and relevance. , and the processes in place to pivot/adapt should the market or metrics dictate a need to change (green box).