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10 Tips for Winning in Enterprise SEO

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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

Veröffentlicht in: Leadership & Management
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10 Tips for Winning in Enterprise SEO

  1. 1. 10 Tips to Win in Enterprise SEO DeepCrawl Webinar May 29, 2019 ELI SCHWARTZ @5LE HTTPS://WWW.ELISCHWARTZ.CO
  2. 2. What is Enterprise SEO?
  3. 3. What is Enterprise SEO?
  4. 4. SEO @ Scale
  5. 5. Website
  6. 6. Website at scale
  7. 7. All the same rules apply On-page metadata Content Links Reporting
  8. 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. 9. Scale also means traffic
  10. 10. SEO = $$$$
  11. 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. 12. #1 Tools
  13. 13. Use tools that help at scale
  14. 14. Tools great for large companies
  15. 15. #2 People
  16. 16. Manage up and down
  17. 17. Plan for diplomacy
  18. 18. Learn from everyone
  19. 19. #3 Make Friends
  20. 20. Build networks internally and externally
  21. 21. #4 Sell with $ as the KPI
  22. 22. Tie in with revenue
  23. 23. If no model exists… build one
  24. 24. #5 Score Budget
  25. 25. SEO has the best ROI Cost Conversions CAC
  26. 26. Best advantage of the enterprise is that there is budget
  27. 27. #6 Planning to plan
  28. 28. Ruthless prioritization Initiative Traffic Ease of implementation Time Conv. Potential Cost Growth Total A B C
  29. 29. #7 Authority
  30. 30. Read this book
  31. 31. Build expertise internally
  32. 32. #8 Become internally famous
  33. 33. Be a hub of influence PR QA ENGINEERING ACCOUNTING REPORTING
  34. 34. … and leverage the power of the enterprise
  35. 35. #9 Reporting
  36. 36. 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
  37. 37. Report what matters NEVER SHARE RANKINGS! FOCUS ON EFFORT MAINTAIN THE BLACK BOX
  38. 38. #10 Experiment to learn
  39. 39. Have a growth mindset
  40. 40. With a large site, you own the SEO manual
  41. 41. Causation vs Correlation
  42. 42. NO FOLLOW VS FOLLOW BING VS GOOGLE CONTENT LENGTH CONTENT TYPE TITLES LINKS
  43. 43. Bonus: Hiring
  44. 44. Aptitude vs skills
  45. 45. Bonus 2: Career
  46. 46. SEO is the new key hire for growth RATIO OF 3:1 VS PEOPLE WITH SEO IN THEIR JOB TITLE
  47. 47. Bonus 3: Personal Brand
  48. 48. Leverage the brand for your brand!
  49. 49. Add me on LinkedIn Follow on Twitter: @5le Subscribe to my website: elischwartz.co
  50. 50. Thank you!

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