Enterprise Level SEO - Martin Macdonald

Martin MacDonald
Head of SEO, OMD
Enterprise Level SEO

Any Questions?
Tweet me: @seoforumsorg
Enterprise Level SEO

Who are omd?

SeMPArtners

Enterprise level seo

1) Get Shit Done

Natural enemy of the seo

“You’ll never win an argument about SEO with the board of directors...”
Natural enemy of the seo

Talk Business, not Search.
Answer the right questions

Example 1:
We need to buy (get) more links:
“We need to incentivise brand evangelists”
Talk their language

Example 2:
Our lawyers have told us to remove tracking cookies:
“that will hand a commercial advantage to our competitors”
Pick your arguments wisely

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

But Avoid Becoming:

2) Teach Search

Lead the team to “think” search

Educate Stakeholders:
C-Level buy-in to SEO is paramount.
resource allocation made easy

Constantly build awareness of free customer acquisition.

Constantly build awareness of free customer acquisition.
If the company is already PPC savvy, leverage “blended” CPA

Evangelise don’t bore!

3) Choose the Right Strategy

Choose the right strategy
How do you optimise a site that does not transact?

Choose the right strategy
How do you optimise a site that does not transact?
…Brand Build using SEO as your Platform!

Using SEO for Branding
Target the person – not the keyword

Or “brand alignment”
Find relevant easy terms

Demographic SEO Targeting
Be innovative!
– engage the searcher where they least expect it.
Engage on informational searches

A PPC case study – works for seo

Key Takeaway:
Work in a Competitive Niche?
Find a related one that is less competitive!
Extra Eyeballs = success

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

Thank You!
Martin Macdonald, Head of SEO, OMD
martin.macdonald@omd.com
twitter: @seoforumsorg
Get in touch. Its easy!

Enterprise Level SEO - Martin Macdonald

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