enterprise level seo - martin macdonald
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ENTERPRISE LEVEL SEO
Martin MacDonaldHead of SEO, OMD
ENTERPRISE LEVEL SEO
Any Questions?
Tweet me: @seoforumsorg
WHO ARE OMD?
SEM PARTNERS
ENTERPRISE LEVEL SEO
ENTERPRISE LEVEL SEO
1) Get Shit Done
NATURAL ENEMY OF THE SEO
NATURAL ENEMY OF THE SEO
“You’ll never win an argument about SEO with the board of directors...”
ANSWER THE RIGHT QUESTIONS
Talk Business, not Search.
TALK THEIR LANGUAGE
Example 1:
We need to buy (get) more links:
“We need to incentivise brand evangelists”
PICK YOUR ARGUMENTS WISELY
Example 2:
Our lawyers have told us to remove tracking cookies:
“that will hand a commercial advantage to our competitors”
TRY AND GIVE FINANCIAL ANSWERS
Example 3:
Our web agency quoted £50k to update URL structures:
“we’re losing £50k quarterly on un-necessary PPC spend”
But Avoid Becoming:
ENTERPRISE LEVEL SEO
2) Teach Search
LEAD THE TEAM TO “THINK” SEARCH
RESOURCE ALLOCATION MADE EASY
Educate Stakeholders:
C-Level buy-in to SEO is paramount.
Educate Stakeholders:
C-Level buy-in to SEO is paramount.
Constantly build awareness of free customer acquisition.
RESOURCE ALLOCATION MADE EASY
Educate Stakeholders:
C-Level buy-in to SEO is paramount.
Constantly build awareness of free customer acquisition.
If the company is already PPC savvy, leverage “blended” CPA
RESOURCE ALLOCATION MADE EASY
Educate Stakeholders:
EVANGELISE DON’T BORE!
ENTERPRISE LEVEL SEO
3) Choose the Right Strategy
Choose the right strategy
ENTERPRISE LEVEL SEO
How do you optimise a site that does not transact?
Choose the right strategy
ENTERPRISE LEVEL SEO
How do you optimise a site that does not transact?
…Brand Build using SEO as your Platform!
Using SEO for Branding
TARGET THE PERSON – NOT THE KEYWORD
Or “brand alignment”
FIND RELEVANT EASY TERMS
Demographic SEO Targeting
ENGAGE ON INFORMATIONAL SEARCHES
Be innovative!
– engage the searcher where they least expect it.
A PPC CASE STUDY – WORKS FOR SEO
Key Takeaway:
EXTRA EYEBALLS = SUCCESS
Work in a Competitive Niche?
Find a related one that is less competitive!
KEY POINTS
Get Shit Doneengage in arguments
you can win
Talk Business first, Search Second
Don't become a parody of a
businessman
Teach SearchEvangelise SEO to key stakeholders
Build awareness
Leverage PPC comfort to aid SEO
Choose a strategy that's relevantSEO can be
used for brand building
Target niche demographics using
search terms
Align your brand with aspirational
search terms
Study what's working in other
disciplines
Target semantically related niches
Thank You!
GET IN TOUCH. ITS EASY!
Martin Macdonald, Head of SEO, OMD
twitter: @seoforumsorg