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#SMX #11A @afehrenbacher
Making the Most of SEO in an Enterprise Environment
#synergy #cloud #allhandsmeeting
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#SMX #11A @afehrenbacher
• Do SEO at the enterprise
level
• Manage search for a scaling/
growth-stage company
• Have been acqui-hired
• Are making the move from a
large agency to in-house
This presentation’s for you if you Text Slide with Solid Blue Banner:
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#SMX #11A @afehrenbacher
• Dynamic org chart
• Clearly defined roles
• Checks and balances
• Cross-communication
• Silos
• Specialization
Organizational Structure is Critical Text Slide with Solid Blue Banner:
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do the opposite of this
#SMX #11A @afehrenbacher
• Communication
• Transparency
• Cross-department education
• Equal accountability
expectations for creatives
and data peeps
• Protocols/standardizations
• Communication!
Must-haves for Success Text Slide with Solid Blue Banner:
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#SMX #11A @afehrenbacher
Enterprise organizations can have hundreds to thousands of keywords to manage
Keywords, Keywords Everywhere Text Slide with Solid Blue Banner:
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Dividing and Conquering
• Segment your data (splice, dice, repeat)
• Benchmark wherever possible
• Calculate ROI from channels, campaigns,
keywords, pages and optimize from most
return down
• Apply 80/20 rule for where to spend time
#SMX #11A @afehrenbacher
• Both teams go after same keyword for
maximized SOV on SERPs (most valuable
leads)
• Allocate paid spend to keywords you’re ranking
low for while also siphoning off some of your
organic team to begin building authority for
those
• Always re-evaluate and pull reporting, think of
each team and keyword as a lever
Blending Paid & Organic Teams Text Slide with Solid Blue Banner:
ThisblanklayoutoffersyouflexibilitytoinsertyourownstandardslidesabovetheSMXfooterYOUMUSTUSETHISFOOTERATMINIMUMONALMOSTALLOFYOURSLIDES.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately.Ifexplicitfontsareimportant,youmayprovideapdftotheeventorganizerstomaintainlook&feelduringlivepresenta>onandintheversionsmxwilluploadtoslideshare.DELETETHISSLIDEIFYOUDONOTUSE.
#SMX #11A @afehrenbacher
Common Challenges
• C-levels/execs may shy away or
resist things they don’t fully
understand
• Lack patience for the time
required to be effective in search
• Organizational paces move too
slow as an large enterprise corp to
execute as needed
Getting the Board on Board Text Slide with Solid Blue Banner:
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#SMX #11A @afehrenbacher
Effective Strategies
• Present data regularly and
manage expectations
• Educate at every opportunity
possible
• Interact with board members like
agency clients
• Demonstrate how search aligns
with overarching strategy
Getting the Board on Board Text Slide with Solid Blue Banner:
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