Guide to Enterprise SEO

How to buy in from Stakeholders, collaborate effectively and measure success.

Transcript

1. Guide to Enterprise SEO: How to Get Buy-In from Stakeholders, Collaborate Effectively and Measure Success All-in-One SEO platform @Owain_LW
2. About Me - Been in the industry around 12 years, background as a writer/editor - Went solo in 2020 - Consults with a number of global brands with large teams and site inventories - Ecommerce, international SEO, technical SEO and China SEO focus - Has an ambient music project “side hustle” All-in-One SEO platform All-in-One SEO platform @Owain_LW
3. You May Have Seen Me Here… All-in-One SEO platform All-in-One SEO platform @Owain_LW owainlloydwilliams.com
4. What Is Enterpise SEO? 04 All-in-One SEO platform All-in-One SEO platform @Owain_LW
5. Where Does Enterpise SEO Apply? All-in-One SEO platform All-in-One SEO platform @Owain_LW Fortune 500 Companies Large sites (pages in 1000s) Global brands in multiple regions Companies with multiple products/services
6. Enterprise SEO Problems All-in-One SEO platform All-in-One SEO platform @Owain_LW Slow moving parts Restrictive tech stacks Fast moving parts Siloed teams/comms/politics Complex tech and content SEO problems SEO resource limitations
7. Enterprise SEO Solutions All-in-One SEO platform All-in-One SEO platform @Owain_LW Scaling of activities Automation techniques (within reason) Bulk deployments Proof of concept activities A lot of which require and lead to that magic phrase of…
8. $$ BUY IN $$ 02 All-in-One SEO platform All-in-One SEO platform @Owain_LW
9. Ways of Getting Buy-In All-in-One SEO platform All-in-One SEO platform @Owain_LW Opportunity Forecasting • Search volume/traffic • Revenue forecasting (estimated traffic/conversion rate/AOV etc). Competitor Activity • Content and search rankings • Gap analysis Impact vs Effort Matrix • Tasks prioritised by opportunity vs resource required Multi Discipline Benefits • Technical SEO tasks can help dev work; vice versa • Good content is good for UX, social teams etc KPI Setting • 3 topline SEO metrics reframed & agreed across business • Copious reporting & comms Education, Education, Education • Sharing of SEO news • Highlighting cross channel benefits • SEO fails/wins
10. What Is Enterpise SEO? 04 All-in-One SEO platform All-in-One SEO platform @Owain_LW
11. So, here’s some tactics I’ve had some luck with before. 04 All-in-One SEO platform All-in-One SEO platform @Owain_LW
12. Tactic 1: Tool & Project Management Integration All-in-One SEO platform @Owain_LW
13. We’ve all been here… All-in-One SEO platform All-in-One SEO platform @Owain_LW SEO tasks an afterthought Chasing, bothering people, repeating ourselves Post-launch cleanups Sense of FOMO in business
14. We’ve all been here… All-in-One SEO platform All-in-One SEO platform @Owain_LW Image: Content King
15. Accuentate SEO Work Into the BAU Foodchain All-in-One SEO platform All-in-One SEO platform @Owain_LW
16. Accuentate SEO Work Into the BAU Foodchain All-in-One SEO platform All-in-One SEO platform @Owain_LW Post-mortem on missed opportunities Agree on future workflow framework Centralised tooling to manage workflow
17. SEO spots opportunity, does keyword research Content team brainstorm topics and storytelling angle SEO devises content brief Content team write content SEO spot checks before go-live Content pushed live, ongoing reporting Example: Content Creation All-in-One SEO platform All-in-One SEO platform @Owain_LW
18. Taking This Further: SEO Tooling All-in-One SEO platform All-in-One SEO platform @Owain_LW
19. Typical Enterprise Set-Up All-in-One SEO platform All-in-One SEO platform @Owain_LW
20. Typical Enterprise Set-Up All-in-One SEO platform All-in-One SEO platform @Owain_LW
21. Possible SEO Team All-in-One SEO platform All-in-One SEO platform @Owain_LW SEO Director/Head of SEO Content SEO Specialist Technical SEO Specialist SEO Manager
22. There Will Be Tools… All-in-One SEO platform All-in-One SEO platform @Owain_LW
23. Introducing the SEO Tool Assessment Process All-in-One SEO platform All-in-One SEO platform @Owain_LW
24. What Does This Look Like? All-in-One SEO platform All-in-One SEO platform @Owain_LW Head of SEO CMO Engineering UX Stakeholder 5 Stakeholder 6 Functionality 7 7 5 5 6 8 Data security 5 6 6 9 7 7 Ease of Use 7 3 7 3 3 9 Customer Support & Training 5 7 3 6 7 5 Reporting 6 4 7 6 6 4 Keyword Research 7 6 5 4 7 7 Opportunity Forecasting 8 7 8 8 4 9 Backlink Analysis 4 8 6 8 7 4 Integrations 6 5 8 5 4 8 TOTAL 55 53 55 54 51 61
25. How Can You Do This? All-in-One SEO platform All-in-One SEO platform @Owain_LW Start with a survey. • What area of the business are you in? • What is your level of SEO expertise? • Are you aware of our SEO tooling? • How often do you use our tooling? • What features do you use within the tool? • How would you rate these features in terms of importance? • Are there any services or support features you would like to see?
26. How Can You Do This? All-in-One SEO platform All-in-One SEO platform @Owain_LW Make time for demos.
27. How Can You Do This? All-in-One SEO platform All-in-One SEO platform @Owain_LW Assess feature requests and questions.
28. How Can You Do This? All-in-One SEO platform All-in-One SEO platform @Owain_LW Collect and weight scoring.
29. Assess the Situation. All-in-One SEO platform All-in-One SEO platform @Owain_LW Head of SEO CMO Engineering UX Stakeholder 5 Stakeholder 6 Functionality 7 7 5 5 6 8 Data security 5 6 6 9 7 7 Ease of Use 7 3 7 3 3 9 Customer Support & Training 5 7 3 6 7 5 Reporting 6 4 7 6 6 4 Keyword Research 7 6 5 4 7 7 Opportunity Forecasting 8 7 8 8 4 9 Backlink Analysis 4 8 6 8 7 4 Integrations 6 5 8 5 4 8 TOTAL 55 53 55 54 51 61
30. Why Do It? All-in-One SEO platform All-in-One SEO platform @Owain_LW • Highlights SEO opportunity and how it complements other channels • Gets stakeholders to have their say • Everybody loves a scoring exercise and giving their opinion • Offers opportunity to reassess important metrics to business • Gets people talking about SEO • May trigger additional investment in tooling, not least workflows
31. Tactic 2: Distilling SEO into Product-Led Problem Solving All-in-One SEO platform @Owain_LW
32. We’re All Guilty of Jargon. All-in-One SEO platform All-in-One SEO platform @Owain_LW
33. We’re All Guilty of Jargon. All-in-One SEO platform All-in-One SEO platform @Owain_LW Keyword research Audience/opportunity analysis Search volume Traffic and user potential Crawl budget Inventory visibility optimisation
34. Inspiration from GA4 (I know). All-in-One SEO platform All-in-One SEO platform @Owain_LW https://support.google.com/analytics/answer/11986666?hl=en#zippy=%2Cin-this-article
35. Framing SEO As a Key Part of the Acquisition Cycle All-in-One SEO platform All-in-One SEO platform @Owain_LW
36. Stop Just Talking About Rankings & Traffic. All-in-One SEO platform All-in-One SEO platform @Owain_LW Identifying new audiences How customers interact with your product Understanding product pain points Business expansion and scalability SEO can play a key role in…
37. Tactic 3: Test, Test, Test All-in-One SEO platform @Owain_LW
38. Enterprise SEO Problems All-in-One SEO platform All-in-One SEO platform @Owain_LW Slow moving parts Restrictive tech stacks Fast moving parts Siloed teams/comms/politics Complex tech and content SEO problems SEO resource limitations
39. All-in-One SEO platform All-in-One SEO platform @Owain_LW
40. Why Test? All-in-One SEO platform All-in-One SEO platform @Owain_LW • Validates the SEO opportunity if desired outcomes are achieved • Aligns key stakeholders around a project-centric focus • Opens to the door to mass implementation across potential restrictive tech stack if there is subsequent buy-in • Can be framed quite as a “nothing to lose” concept if approached carefully
41. How to Proceed With an SEO Test? All-in-One SEO platform All-in-One SEO platform @Owain_LW Define objectives and key metrics Agree on target pages Agree on timeline for implementation and length Once deployed, evaluate, refine, iterate.
42. Examples of SEO Tests All-in-One SEO platform All-in-One SEO platform @Owain_LW A/B testing Meta description tweaking for CTR Title tag tweaking for CTR New content Performance optimisations Internal linking modules
43. Measuring Success in Enterprise SEO All-in-One SEO platform @Owain_LW
44. SEOs love their dashboards… All-in-One SEO platform All-in-One SEO platform @Owain_LW Image: Search Engine Journal
45. Important Enterprise SEO Metrics All-in-One SEO platform All-in-One SEO platform @Owain_LW Non-branded growth Organic Traffic/CTR YoY Organic conversions YoY Organic revenue YoY New users from Organic Competitor Share of Voice Cost efficiency (how can savings be made with PPC)
46. Thank you All-in-One SEO platform