maximizing enterprise seo from smx east 2012
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MAXIMIZING ENTERPRISE SEOJohn CarcuttDirector of SEO and Social Media
Advance Digital Inc.
@JohnCarcutt
2Follow @johncarcutt
3Follow @johncarcutt
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WE MAKE MORE WORK
Let’s be honest with ourselves. When is the last time an SEO “reduced” workload.
Never.
• IT Department• Design Department• Content Creators• Marketing Department
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BUILD SUPPORT
• Difficult to reach everyone in a large complex organization
• Create Internal Champions from the ground up
• Project Owners• Product Owners• Project Managers
• Work your way into processes
• Mandated support does not work
• “Oops forgot to invite SEO to the project kick off. Sorry.”
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THEY NEED A REASON TO CARE
There are two basic reasons an internal group will invite you to create more work for them:
1. You will make their project more successful
2. You will protect their existing search equity
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THE DUTY OF THE SEO IS
“TO PROTECT AND PROMOTE”
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DEFINING THEIR GOALS
Different departments, different categories, different groups will have different goals.
• Critical to communicate with stakeholders• Understand to primary purpose of any new
project• Communicate how SEO can best help the
project• Give regular updates that are specific to that
stakeholder
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THE AGENCY MODEL
Activities that keep clients happy and coming back at Agencies will work for internal “clients” as well.
• Identify Internal Clients• The Kick-off Call/Set Expectations• Ongoing scheduled communication• Monthly Reporting• Results
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SLOW AND STEADY
This process takes time and can not be forced.
• Sometimes it takes a major problem to open eyes.
• “SEO to the Rescue” is much more stressful than an “SEO Ride-a-long”
• Listen for opportunities to contribute
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EDUCATION IS YOUR ALLY
The more they understand why you are asking them to do more work, the more likely they will by-into the process.
• Internal Training targeted at specific groups.
• Detailed explanations when requesting more work
• Listen for opportunities to train on the fly
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ENTERPRISE SEO IS DIFFERENT
Overall SEO knowledge is critical of course but I believe knowing SEO is not the most important skill at the Enterprise level.
• Building Relationships
• The Ability to Communicate
• Empathy
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CAN YOU CONVINCE YOUR CO-WORKERS TO ASK YOU TO CREATE MORE WORK FOR THEM?
THAT’S THE KEY TO MAXIMIZING ENTERPRISE SEO.
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