Maximizing Enterprise SEO from SMX East 2012

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  • 1. MAXIMIZINGENTERPRISE SEOJohn CarcuttDirector of SEO and Social MediaAdvance Digital Inc.@JohnCarcutt 1
  • 2. Follow @johncarcutt 2
  • 3. Follow @johncarcutt 3
  • 4. WE MAKE MORE WORKLets be honest with ourselves. When is thelast time an SEO reduced workload.Never. IT Department Design Department Content Creators Marketing DepartmentFollow @johncarcutt 4
  • 5. 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.Follow @johncarcutt 5
  • 6. THEY NEED A REASON TO CAREThere are two basic reasons an internal groupwill invite you to create more work for them: 1. You will make their project more successful 2. You will protect their existing search equityFollow @johncarcutt 6
  • 7. THE DUTY OF THE SEO IS TO PROTECT AND PROMOTEFollow @johncarcutt 7
  • 8. DEFINING THEIR GOALSDifferent 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 stakeholderFollow @johncarcutt 8
  • 9. THE AGENCY MODELActivities that keep clients happy and comingback at Agencies will work for internal clientsas well. Identify Internal Clients The Kick-off Call/Set Expectations Ongoing scheduled communication Monthly Reporting ResultsFollow @johncarcutt 9
  • 10. SLOW AND STEADYThis process takes time and can not beforced. 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 10Follow @johncarcutt
  • 11. EDUCATION IS YOUR ALLYThe more they understand why you areasking them to do more work, the morelikely 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 11Follow @johncarcutt
  • 12. ENTERPRISE SEO IS DIFFERENTOverall SEO knowledge is critical of coursebut I believe knowing SEO is not the mostimportant skill at the Enterprise level. Building Relationships The Ability to Communicate Empathy 12Follow @johncarcutt
  • 13. CAN YOU CONVINCEYOUR CO-WORKERS TOASK YOU TO CREATEMORE WORK FOR THEM?THATS THE KEY TOMAXIMIZING ENTERPRISESEO. 13Follow @johncarcutt