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Enterprise Level SEO - Martin Macdonald
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Enterprise Level SEO - Martin Macdonald

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  • 1. Martin MacDonald
    Head of SEO, OMD
    Enterprise Level SEO
  • 2. Any Questions?
    Tweet me: @seoforumsorg
    Enterprise Level SEO
  • 3. Who are omd?
  • 4. SeMPArtners
  • 5. Enterprise level seo
  • 6. 1) Get Shit Done
    Enterprise level seo
  • 7. Natural enemy of the seo
  • 8. “You’ll never win an argument about SEO with the board of directors...”
    Natural enemy of the seo
  • 9. Talk Business, not Search.
    Answer the right questions
  • 10. Example 1:
    We need to buy (get) more links:
    “We need to incentivise brand evangelists”
    Talk their language
  • 11. Example 2:
    Our lawyers have told us to remove tracking cookies:
    “that will hand a commercial advantage to our competitors”
    Pick your arguments wisely
  • 12. Example 3:
    Our web agency quoted £50k to update URL structures:
    “we’re losing £50k quarterly on un-necessary PPC spend”
    Try and give financial answers
  • 13. But Avoid Becoming:
  • 14. 2) Teach Search
    Enterprise level seo
  • 15. Lead the team to “think” search
  • 16. Educate Stakeholders:
    C-Level buy-in to SEO is paramount.
    resource allocation made easy
  • 17. Educate Stakeholders:
    C-Level buy-in to SEO is paramount.
    Constantly build awareness of free customer acquisition.
    resource allocation made easy
  • 18. Educate Stakeholders:
    C-Level buy-in to SEO is paramount.
    Constantly build awareness of free customer acquisition.
    If the company is already PPC savvy, leverage “blended” CPA
    resource allocation made easy
  • 19. Educate Stakeholders:
    Evangelise don’t bore!
  • 20. 3) Choose the Right Strategy
    Enterprise level seo
  • 21. Choose the right strategy
    How do you optimise a site that does not transact?
    Enterprise level seo
  • 22. Choose the right strategy
    How do you optimise a site that does not transact?
    …Brand Build using SEO as your Platform!
    Enterprise level seo
  • 23. Using SEO for Branding
    Target the person – not the keyword
  • 24. Or “brand alignment”
    Find relevant easy terms
  • 25. Demographic SEO Targeting
    Be innovative!
    – engage the searcher where they least expect it.
    Engage on informational searches
  • 26. A PPC case study – works for seo
  • 27. Key Takeaway:
    Work in a Competitive Niche?
    Find a related one that is less competitive!
    Extra Eyeballs = success
  • 28. Don't become a parody of a businessman
    Target semantically related niches
    engage in arguments you can win
    Get Shit Done
    Study what's working in other disciplines
    Target niche demographics using search terms
    SEO can be used for brand building
    Choose a strategy that's relevant
    Talk Business first, Search Second
    Align your brand with aspirational search terms
    Leverage PPC comfort to aid SEO
    Build awareness
    Teach Search
    Evangelise SEO to key stakeholders
    Key points
  • 29. Thank You!
    Martin Macdonald, Head of SEO, OMD
    martin.macdonald@omd.com
    twitter: @seoforumsorg
    Get in touch. Its easy!

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