Maximizing Enterprise SEO from SMX East 2012

537 views
492 views

Published on

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
537
On SlideShare
0
From Embeds
0
Number of Embeds
47
Actions
Shares
0
Downloads
12
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Maximizing Enterprise SEO from SMX East 2012

  1. 1. MAXIMIZINGENTERPRISE SEOJohn CarcuttDirector of SEO and Social MediaAdvance Digital Inc.@JohnCarcutt 1
  2. 2. Follow @johncarcutt 2
  3. 3. Follow @johncarcutt 3
  4. 4. WE MAKE MORE WORKLet’s be honest with ourselves. When is thelast time an SEO “reduced” workload.Never. • IT Department • Design Department • Content Creators • Marketing DepartmentFollow @johncarcutt 4
  5. 5. BUILD SUPPORT• Difficult to reach everyone in a large complex organization• Create Internal Champions from the ground up • Project Owners • Product Owners • Project Managers• Work your way into processes• Mandated support does not work • “Oops forgot to invite SEO to the project kick off. Sorry.”Follow @johncarcutt 5
  6. 6. THEY NEED A REASON TO CAREThere are two basic reasons an internal groupwill invite you to create more work for them: 1. You will make their project more successful 2. You will protect their existing search equityFollow @johncarcutt 6
  7. 7. THE DUTY OF THE SEO IS “TO PROTECT AND PROMOTE”Follow @johncarcutt 7
  8. 8. DEFINING THEIR GOALSDifferent departments, different categories,different groups will have different goals. • Critical to communicate with stakeholders • Understand to primary purpose of any new project • Communicate how SEO can best help the project • Give regular updates that are specific to that stakeholderFollow @johncarcutt 8
  9. 9. THE AGENCY MODELActivities that keep clients happy and comingback at Agencies will work for internal “clients”as well. • Identify Internal Clients • The Kick-off Call/Set Expectations • Ongoing scheduled communication • Monthly Reporting • ResultsFollow @johncarcutt 9
  10. 10. SLOW AND STEADYThis process takes time and can not beforced.• Sometimes it takes a major problem to open eyes.• “SEO to the Rescue” is much more stressful than an “SEO Ride-a-long”• Listen for opportunities to contribute 10Follow @johncarcutt
  11. 11. EDUCATION IS YOUR ALLYThe more they understand why you areasking them to do more work, the morelikely they will by-into the process. • Internal Training targeted at specific groups. • Detailed explanations when requesting more work • Listen for opportunities to train on the fly 11Follow @johncarcutt
  12. 12. ENTERPRISE SEO IS DIFFERENTOverall SEO knowledge is critical of coursebut I believe knowing SEO is not the mostimportant skill at the Enterprise level.• Building Relationships• The Ability to Communicate• Empathy 12Follow @johncarcutt
  13. 13. CAN YOU CONVINCEYOUR CO-WORKERS TOASK YOU TO CREATEMORE WORK FOR THEM?THAT’S THE KEY TOMAXIMIZING ENTERPRISESEO. 13Follow @johncarcutt

×