Simon Heseltine, Global SEO Business Lead

#SMX

Enterprise SEO: The Final Frontier

@simonheseltine #11A

@simonheseltine #SMX

Organiza(onalChallenges&Concerns

#11A

@simonheseltine #SMX

Organiza(onalStructure

Sitestructure•  OnesitesplitbyBusinessUnit(BU)•  Onesitewithamul(tudeofsubdomains•  Manydisparatesitesundermul(pleBUs

(aconglomera(onofaqui-hires)Proximitytoothermarke(ngfunc(ons

•  PPC•  Social•  CorpComm•  Analy(cs

KeywordGovernance•  Whoisthekeeper?SEO/PPC/BUs?

#11A

@simonheseltine #SMX

SEOTeamStructure

Matrix•  Centralstructure•  DoPedlinetoBUs

Embedded

•  DirectlywithinBUsInternalConsultancy

•  UsedbyBUsasneededCorporateStrategy/Training

•  RequiresotherstoactuallydothedaytodaySEO

Outsourcingitall•  S(llneedsomeonetomanage/proofthework

#11A

@simonheseltine #SMX

Loca(on,Loca(on,Loca(on

Geographicallydiverseteams

•  Requiresstrongprocesses

•  Goodtechnologysolu(onsforcollabora(on

•  Occasionalfacetofacemee(ngsaplus

•  Howdoyouhandletraining?

#11A

@simonheseltine #SMX

Culture

LargeEnterprise•  Changeresistant •  Manymovingpartscanreducethespeedofimplementa(on•  Mee(ngs,mee(ngs,andmoremee(ngs•  Morereac(ve

StartupMode

•  Manyhats•  Failfast•  Moreproac(ve

BUs/individualprojectswithinlargeenterprisescanoperateinstartupmode,providedthere’sexecu;vesupport

#11A

@simonheseltine #SMX

OtherChallengesTechnology

•  Morethan1CMS?•  CMSSEOSupport?•  Availabletoolsets?•  Sitemigra(ons/closures/mergers

SeniorManagement•  SEOSupport?•  CorporatePriori(es•  Budget

OtherInternalTeams•  ResistancetoSEO•  Teampriori(es

Vendors/Agencies•  Managingworkproduct•  LiaisingbetweenagenciesandBUs

#11A

@simonheseltine #SMX

MakingSEOworkforyourEnterprise

#11A

@simonheseltine #SMX

EnterpriseSEOSuccessFactors

Managementbuy-in

Budget

Training

Processdevelopment

KPIiden(fica(on,measurementandcommunica(on

Strategicfocus–beproac(ve!

Rela(onshipbuilding

Communica(oniskey

Effec(veresourceu(liza(on–use(me-zonestoyouradvantage

#11A

LEARN MORE: UPCOMING @SMX EVENTS

THANK YOU!

#SMX #11A @simonheseltine