How To SEO In The Enterprise By Amber Fehrenbacher

#SMX #11A @afehrenbacher

Amber Fehrenbacher, Chief Marketing Officer

HOW TO SEO IN THE

ENTERPRISE


Making the Most of SEO in an Enterprise Environment

#synergy #cloud #allhandsmeeting

Example Title Slide:

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•  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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•  Dynamic org chart

•  Clearly defined roles

•  Checks and balances

•  Cross-communication

•  Silos

•  Specialization

Organizational Structure is Critical Text Slide with Solid Blue Banner:


do the opposite of this


•  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:



Enterprise organizations can have hundreds to thousands of keywords to manage

Keywords, Keywords Everywhere Text Slide with Solid Blue Banner:


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


•  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:



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:



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:



LEARN MORE: UPCOMING @SMX EVENTS

THANK YOU! SEE YOU AT THE NEXT #SMX

Amber Fehrenbacher

@afehrenbacher SuretyBonds.com