Share
Embed
Slide 1
Slide 1 text
Guide to Enterprise SEO:
How to Get Buy-In from Stakeholders,
Collaborate Effectively and Measure Success
All-in-One SEO platform
@Owain_LW
Slide 2
Slide 2 text
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
Slide 3
Slide 3 text
You May
Have Seen
Me Here…
All-in-One SEO platform
All-in-One SEO platform
@Owain_LW owainlloydwilliams.com
Slide 4
Slide 4 text
What Is
Enterpise
SEO?
04
All-in-One SEO platform
All-in-One SEO platform
@Owain_LW
Slide 5
Slide 5 text
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
Slide 6
Slide 6 text
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
Slide 7
Slide 7 text
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…
Slide 8
Slide 8 text
$$
BUY IN
$$
02
All-in-One SEO platform
All-in-One SEO platform
@Owain_LW
Slide 9
Slide 9 text
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
Slide 10
Slide 10 text
What Is
Enterpise
SEO?
04
All-in-One SEO platform
All-in-One SEO platform
@Owain_LW
Slide 11
Slide 11 text
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
Slide 12
Slide 12 text
Tactic 1: Tool & Project
Management Integration
All-in-One SEO platform
@Owain_LW
Slide 13
Slide 13 text
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
Slide 14
Slide 14 text
We’ve all
been here…
All-in-One SEO platform
All-in-One SEO platform
@Owain_LW Image: Content King
Slide 15
Slide 15 text
Accuentate
SEO Work
Into the BAU
Foodchain
All-in-One SEO platform
All-in-One SEO platform
@Owain_LW
Slide 16
Slide 16 text
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
Slide 17
Slide 17 text
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
Slide 18
Slide 18 text
Taking This
Further:
SEO Tooling
All-in-One SEO platform
All-in-One SEO platform
@Owain_LW
Slide 19
Slide 19 text
Typical
Enterprise
Set-Up
All-in-One SEO platform
All-in-One SEO platform
@Owain_LW
Slide 20
Slide 20 text
Typical
Enterprise
Set-Up
All-in-One SEO platform
All-in-One SEO platform
@Owain_LW
Slide 21
Slide 21 text
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
Slide 22
Slide 22 text
There Will
Be Tools…
All-in-One SEO platform
All-in-One SEO platform
@Owain_LW
Slide 23
Slide 23 text
Introducing
the SEO Tool
Assessment
Process
All-in-One SEO platform
All-in-One SEO platform
@Owain_LW
Slide 24
Slide 24 text
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
Slide 25
Slide 25 text
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?
Slide 26
Slide 26 text
How Can
You Do
This?
All-in-One SEO platform
All-in-One SEO platform
@Owain_LW
Make time for demos.
Slide 27
Slide 27 text
How Can
You Do
This?
All-in-One SEO platform
All-in-One SEO platform
@Owain_LW
Assess feature requests and questions.
Slide 28
Slide 28 text
How Can
You Do
This?
All-in-One SEO platform
All-in-One SEO platform
@Owain_LW
Collect and weight scoring.
Slide 29
Slide 29 text
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
Slide 30
Slide 30 text
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
Slide 31
Slide 31 text
Tactic 2: Distilling SEO into
Product-Led Problem Solving
All-in-One SEO platform
@Owain_LW
Slide 32
Slide 32 text
We’re All
Guilty of
Jargon.
All-in-One SEO platform
All-in-One SEO platform
@Owain_LW
Slide 33
Slide 33 text
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
Slide 34
Slide 34 text
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
Slide 35
Slide 35 text
Framing SEO
As a Key Part
of the
Acquisition
Cycle
All-in-One SEO platform
All-in-One SEO platform
@Owain_LW
Slide 36
Slide 36 text
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…
Slide 37
Slide 37 text
Tactic 3: Test, Test, Test
All-in-One SEO platform
@Owain_LW
Slide 38
Slide 38 text
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
Slide 39
Slide 39 text
All-in-One SEO platform
All-in-One SEO platform
@Owain_LW
Slide 40
Slide 40 text
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
Slide 41
Slide 41 text
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.
Slide 42
Slide 42 text
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
Slide 43
Slide 43 text
Measuring Success in
Enterprise SEO
All-in-One SEO platform
@Owain_LW
Slide 44
Slide 44 text
SEOs love their
dashboards…
All-in-One SEO platform
All-in-One SEO platform
@Owain_LW
Image: Search Engine Journal
Slide 45
Slide 45 text
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)
Slide 46
Slide 46 text
Thank you
All-in-One SEO platform