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#SMX #11A
@afehrenbacherAmber Fehrenbacher, Chief Marketing Officer
HOW TO SEO IN
THE ENTERPRI
SE
#SMX #11A
@afehrenbacher
Making the Most of SEO in an Enterprise Environment
#synergy #cloud #allhandsmeeting
#SMX #11A
@afehrenbacher
• Do SEO at the enterprise level
• Manage search for a
scaling/growth-stage
company
• Have been acqui-hired
• Making the move from a large
agency to in-house
This presentation’s for you if you
#SMX #11A
@afehrenbacher
• Dynamic org chart
• Clearly defined roles
• Checks and balances
• Cross-communication
• Silos
• Specialization
Organizational Structure is Critical
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
#SMX #11A
@afehrenbacher
Enterprise organizations can have hundreds to thousands of keywords to manage
Keywords, Keywords Everywhere
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
#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
#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
#SMX #11A
@afehrenbacherLEARN MORE: UPCOMING @SMX EVENTS
THANK YOU! SEE YOU AT THE NEXT #SMX
Amber [email protected]
