at Webmasterworld forums • Mostly in enterprise SEO roles, notably Carsales.com.au, Suncorp Insurance Group, NAB, ANZ Bank, UBank, Optus and Yellow Pages; also Macromedia/Adobe, Royal Australian Air Force etc • International SEO • Ham radio operator • Book author (Amazon) 2
usually operate in silos and each silo tries to meet the assigned targets. • Sometimes, that might thwart SEO efforts to meet the same assigned targets. • Why does this happen? • Has it happened to you? 4
SEO and will resist allocating a budget for it. This is usually in the startup phase, but it can happen for later SEO requests. • A startup founder builds the website personally, or asks a family member to do so. • Solution: None, if there is no SEO hired to help. Explain the SEO benefits clearly. 7
threat to SEO. • They can eliminate the best candidate for a vacancy for a non-SEO reason, e.g. age, or other illegal but unprovable bias. • My solution was to let me (the SEO Manager) to see all the applications (100s) and interview five or six, and arrive at a short list of three. Then I included a recruiter in the final interview. Be sure to follow all corporate protocols. 8
with the daily SEO tasks, but can unexpectedly cut budget, e.g. reduce headcount, reduce tool subscriptions, etc. • Regular communication about the importance of SEO will help. 9
not a part of Marketing) • In one company, Marketing was very possessive of all content on the website and even wanted to approve meta tags. E.g. We cannot use the word “cheap” because we are a premium brand and it goes against our brand tone and voice. • The agreed solution in such cases was to use such language in the Title tag or Meta Description. 10
language on the page, e.g. superlatives that cannot be substantiated, e.g. “Best.” • Solution: If a neutral person, a reviewer, for example, declares our product the best in class, it might sway Legal into allowing such a descriptor. Industry awards are another example. 11
the greater is the possibility that the product owners are not in your building or city. • The owners might disagree with suggested changes to the page content. • Explain the SEO benefit of the proposed changes. Use corporate metrics, such as KPIs, OKRs to show how the product owners will benefit. 12
input, e.g. navigation, accessibility and use vague claims – “our customers prefer this.” • Present SEO case and escalate if necessary. • Request input into user surveys. 13
– Firewalls that block SEO crawlers or even search engines! – Security policies – blocked sites, locked down PCs, inability to add browsers or add extensions, blocked network protocols, e.g. traceroute, ping etc • Solution is communication: – Explain need – Ask for exceptions to policy • If all fails, get an unofficial laptop that is outside the network and has its own network connection. 14
team is not integrated with the SEO team, they might be sensitive to SEO input. • If the CMS team is separate, factor them into the workflow. • Agree on a content brief template and a workflow that goes through the SEO team, e.g. – Primary query – Additional search terms (provide a Keyword Register) – Linking suggestions (internal and external) 15
were placed out of curiosity and nobody is using that information now. • Often nobody remembers who asked for the tracking. • Suggest the unclaimed tags be removed. 16
crm911
panda_program
nonsquared
chriscoyier
malarkey
keavy
bkeepers
lynnandtonic
cassininazir
honnibal
addyosmani
kneath
denniskardys
