How to Get SEO Moving Inside Large Organisations Owain Lloyd-Williams Independent SEO Consultant · 15 years in search owainlloydwilliams.com [email protected] 

Hi, I'm Owain Lloyd-Williams Independent SEO Consultant owainlloydwilliams.com About Me 

Brands I've Worked With owainlloydwilliams.com [email protected] 

I Used to Live in China in a Previous Life. It’s Great to Be Back. 

• English teacher and trainer • Editor & translator across news and online magazines • My first SEO job! 

But My Greatest Achievement in China? owainlloydwilliams.com [email protected] 

You have the strategy. You have the data. Nobody moves. So many enterprise SEO strategies ship a fraction of what they recommend. The recommendations were not wrong. They were never actioned. 

But large organisations are different Fast moving parts Slow moving parts Siloed teams and comms Restrictive tech stacks Complexity at scale Limited SEO resource owainlloydwilliams.com [email protected] 

The blocker is rarely technical People Who decides. Who blocks. owainlloydwilliams.com Process Politics Where SEO sits in the workflow Who owns the site & who believes they own it. [email protected] 

Pillar 1: People 

Who decides whether SEO happens Wants Needs Budget holder Defensible spend Revenue framing Lead developer No surprise tickets Early consultation Content owner Creative freedom Guardrails, not rewrites Roadmap Roadmaps, not blockers protection To be proven right One “predicted” win Product manager Sceptic owainlloydwilliams.com [email protected] 

The Content Owner The Moment Content brief with SEO instructions sent over. Ignored. owainlloydwilliams.com What to Do The Line Guidelines rather instructions. Give them targets, not rigid sentence constraints. [email protected] 

The Product Manager The Moment What to Do The Line SEO requirement raised though no date committed so it is ignored. Bring SEO into acceptance criteria. SEO as a requirement, not an obstacle. owainlloydwilliams.com [email protected] 

The Sceptic The Moment What to Do The Line Data backed strategy has questions over attribution. Pre-agreement on metrics & timeframe; let results speak. Let your data out argue any sceptic. owainlloydwilliams.com [email protected] 

The Language We Use is Important. 

Translate. Don’t educate. WHAT WE SAY WHAT CUTS THROUGH Crawl budget waste → Time spent on pages nobody sees Hreflang misconfiguration → Customers landing in wrong market Canonical mismatch → Revenue loss from product pages Keyword gap vs competitor → Demand competitor is owning now SEO changelog → A business risk mitigation tool owainlloydwilliams.com [email protected] 

Stop selling rankings and traffic SEO can legitimately lead on: Product pain points New audience discovery Customer interaction Expansion and scalability owainlloydwilliams.com [email protected] 

Identify Your Internal Champions 

Build champions, not dependencies Find Someone frustrated by same problem. Usually not in marketing. owainlloydwilliams.com Equip The argument, or one KPI that → proves it, and the sentence to say in the meeting. Credit → Let them present the win to their own leadership. [email protected] 

No content

A champion starts as a problem owainlloydwilliams.com [email protected] 

The problem turns into a solution nobody asked for but needed anyway owainlloydwilliams.com [email protected] 

Pillar 2: Process 

Four places to insert SEO permanently 1 3 The brief template Pre-release QA owainlloydwilliams.com 2 4 Definition of done The changelog* [email protected] 

The changelog: five things to capture What changed, & where AggregateRating on product pages Why it was made Improve rich result eligibility Who made it Person/team. Route, not witch hunt What we expected Written down before it shipped What actually happened Data-led post-analysis owainlloydwilliams.com [email protected] 

I wrote about this in detail on SEL https://searchengineland.com/seo-changelogs-enterprise-site-governance-478540 owainlloydwilliams.com [email protected] 

What can be added to an SEO changelog? • Robots.txt and crawl directive changes • Canonical tag changes or bulk canonical updates • Redirect rules, chains, or 301/302 changes • Hreflang and international targeting changes • XML sitemap structure or logic changes • Site migrations, replatforms, or domain changes • CDN, hosting, or server configuration changes • JavaScript rendering or bundle changes • Page speed and Core Web Vitals optimisations owainlloydwilliams.com [email protected] 

Content changes • Bulk metadata changes (titles, meta descriptions) • Category, listing, or landing page copy rewrites • Bulk product description changes • Content components added, moved, or removed at scale • Pages deindexed, removed, or consolidated owainlloydwilliams.com [email protected] 

Template/component level (crucial for enterprise) • Any change to a template that propagates across multiple pages • Heading structure (H1/H2) component changes • Internal linking modules (related products, breadcrumbs, hub links) • Schema / structured data additions or edits • New page type or product template deployments owainlloydwilliams.com [email protected] 

Pilot, standardise, automate Phase 1 Phase 2 Phase 3 Pilot Standardise Automate Slack channel or a shared sheet. Proof of concept owainlloydwilliams.com → One format across departments. → Git webhooks, Jira, CMS audit logs, Botify, Lumar, SEOTesting [email protected] 

Pillar 3: Politics 

Who actually owns the website? IT Platform/ release cycle Marketing Product Agencies Messaging /budget Roadmap/ priorities Delivery Nobody truly owns SEO. That vacuum is the opportunity, not the obstacle. owainlloydwilliams.com [email protected] 

Your blocker is someone you excluded THE PATTERN Recommendation arrives as surprise Defensive response in meeting Objection raised on technical grounds Request dies quietly owainlloydwilliams.com [email protected] 

Your blocker is someone you excluded THE FIX Consult before you recommend Ask what would make it workable Build their objection into the plan They defend it as partly theirs owainlloydwilliams.com [email protected] 

A Few Tactics to Help Break These Down Always Pre-Brief owainlloydwilliams.com → Consider Existing Mandates → Make it Neutral [email protected] 

How Can This All Tie Back to Performance? 

32 MARKETS, ONE PROGRAMME 65% 40% 50% Average organic uplift on flagship launch YoY revenue growth from organic YoY traffic uplift in emerging markets 

None of it required a new technical insight. All of it required people, process and politics. 

IN PRACTICE What actually made it work People Ran workshops in each partner office. Local teams became the advocates. Process Built one launch workflow the whole network used, with SEO input at brief stage. Politics Worked directly with HQ on hreflang and localisation so teams inherited a decision, not a request. owainlloydwilliams.com [email protected] 

Three things to do on Monday 1 Name your champion and your blocker 2 Start a changelog as a pilot 3 Pre-wire your next recommendation owainlloydwilliams.com [email protected] 

Thank You. owainlloydwilliams.com · linkedin.com/in/owain-lloyd-williams · [email protected] 

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