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Guide to Enterprise SEO: How to Get Buy-In from Stakeholders, Collaborate Effectively and Measure Success All-in-One SEO platform @Owain_LW

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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

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You May Have Seen Me Here… All-in-One SEO platform All-in-One SEO platform @Owain_LW owainlloydwilliams.com

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What Is Enterpise SEO? 04 All-in-One SEO platform All-in-One SEO platform @Owain_LW

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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

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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

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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…

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$$ BUY IN $$ 02 All-in-One SEO platform All-in-One SEO platform @Owain_LW

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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

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What Is Enterpise SEO? 04 All-in-One SEO platform All-in-One SEO platform @Owain_LW

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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

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Tactic 1: Tool & Project Management Integration All-in-One SEO platform @Owain_LW

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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

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We’ve all been here… All-in-One SEO platform All-in-One SEO platform @Owain_LW Image: Content King

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Accuentate SEO Work Into the BAU Foodchain All-in-One SEO platform All-in-One SEO platform @Owain_LW

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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

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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

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Taking This Further: SEO Tooling All-in-One SEO platform All-in-One SEO platform @Owain_LW

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Typical Enterprise Set-Up All-in-One SEO platform All-in-One SEO platform @Owain_LW

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Typical Enterprise Set-Up All-in-One SEO platform All-in-One SEO platform @Owain_LW

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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

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There Will Be Tools… All-in-One SEO platform All-in-One SEO platform @Owain_LW

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Introducing the SEO Tool Assessment Process All-in-One SEO platform All-in-One SEO platform @Owain_LW

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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

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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?

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How Can You Do This? All-in-One SEO platform All-in-One SEO platform @Owain_LW Make time for demos.

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How Can You Do This? All-in-One SEO platform All-in-One SEO platform @Owain_LW Assess feature requests and questions.

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How Can You Do This? All-in-One SEO platform All-in-One SEO platform @Owain_LW Collect and weight scoring.

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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

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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

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Tactic 2: Distilling SEO into Product-Led Problem Solving All-in-One SEO platform @Owain_LW

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We’re All Guilty of Jargon. All-in-One SEO platform All-in-One SEO platform @Owain_LW

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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

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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

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Framing SEO As a Key Part of the Acquisition Cycle All-in-One SEO platform All-in-One SEO platform @Owain_LW

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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…

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Tactic 3: Test, Test, Test All-in-One SEO platform @Owain_LW

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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

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All-in-One SEO platform All-in-One SEO platform @Owain_LW

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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

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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.

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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

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Measuring Success in Enterprise SEO All-in-One SEO platform @Owain_LW

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SEOs love their dashboards… All-in-One SEO platform All-in-One SEO platform @Owain_LW Image: Search Engine Journal

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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)

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Thank you All-in-One SEO platform