SEO at scale can be challenging and these are the tips for how to become successful both internally and externally. Presented in a webinar for Deep Crawl on 5/29/2019

1. 10 Tips to Win in Enterprise
SEO
DeepCrawl Webinar May 29, 2019
ELI SCHWARTZ
@5LE
HTTPS://WWW.ELISCHWARTZ.CO

2. What is
Enterprise SEO?

3. What is
Enterprise SEO?

4. SEO @ Scale

5. Website

6. Website
at scale

7. All the same
rules apply
On-page metadata
Content
Links
Reporting

8. The enterprise difference
Smaller site
 Developer
 Marketer
 Executives
 Content
Scale
 Front End
 Back end
 QA
 Infrastructure
 Net operations/ routing
 Many marketers
 Data Science
 Layers
 Contractors
 Budgets
 Travel

9. Scale also means traffic

10. SEO = $$$$

11. Key Takeaways
 Traditional SEO processes of audit then implement don’t work that well
 Cross functionality is key
 You need more product muscle than marketing
 It’s a marathon not a sprint
 Soft skills matter more than hard skills
 Endless learning

12. #1 Tools

13. Use tools that help at scale

14. Tools great
for large
companies

15. #2 People

16. Manage up and down

17. Plan for
diplomacy

18. Learn
from
everyone

19. #3 Make Friends

20. Build networks internally and externally

21. #4 Sell with $ as the KPI

22. Tie in with
revenue

23. If no model exists… build
one

24. #5 Score Budget

25. SEO has the best ROI
Cost
Conversions
CAC

26. Best advantage of the
enterprise is that there
is budget

27. #6 Planning to plan

29. Ruthless prioritization
Initiative Traffic Ease of
implementation
Time Conv.
Potential
Cost Growth Total
A
B
C

30. #7 Authority

31. Read this book

32. Build
expertise
internally

33. #8 Become internally
famous

34. Be a hub of influence
PR QA ENGINEERING ACCOUNTING REPORTING

35. … and leverage the power of
the enterprise

40. #9 Reporting

43. Be self
sufficient
Learn how to use an API
Rely on Google Search Console
Use SEO tools that can make pretty charts
There are many that cheap or free

44. Report what
matters
NEVER SHARE
RANKINGS!
FOCUS ON EFFORT
MAINTAIN THE
BLACK BOX

45. #10 Experiment to learn

46. Have a growth mindset

47. With a large site, you own
the SEO manual

48. Causation vs
Correlation

49. NO FOLLOW VS
FOLLOW
BING VS GOOGLE CONTENT LENGTH CONTENT TYPE TITLES LINKS

50. Bonus: Hiring

51. Aptitude vs
skills

52. Bonus 2: Career

53. SEO is the new key hire for
growth
RATIO OF 3:1 VS PEOPLE WITH SEO IN THEIR JOB TITLE

54. Bonus 3: Personal Brand

55. Leverage
the brand
for your
brand!

56. Add me on LinkedIn
Follow on Twitter: @5le
Subscribe to my website:
elischwartz.co

57. Thank you!