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How To SEO In The Enterprise By Amber Fehrenbacher


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From the SMX East Conference in New York City, September 27-29, 2016. SESSION: Enterprise SEOs, Unite!. PRESENTATION: How To SEO In The Enterprise - Given by Amber Fehrenbacher, @afehrenbacher -, CMO. #SMX #11A

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How To SEO In The Enterprise By Amber Fehrenbacher

  1. 1. #SMX #11A @afehrenbacher Amber Fehrenbacher, Chief Marketing Officer HOW TO SEO IN THE ENTERPRISE
  2. 2. #SMX #11A @afehrenbacher Making the Most of SEO in an Enterprise Environment #synergy #cloud #allhandsmeeting
  3. 3. #SMX #11A @afehrenbacher •  Do SEO at the enterprise level •  Manage search for a scaling/ growth-stage company •  Have been acqui-hired •  Are making the move from a large agency to in-house This presentation’s for you if you
  4. 4. #SMX #11A @afehrenbacher •  Dynamic org chart •  Clearly defined roles •  Checks and balances •  Cross-communication •  Silos •  Specialization Organizational Structure is Critical do the opposite of this
  5. 5. #SMX #11A @afehrenbacher •  Communication •  Transparency •  Cross-department education •  Equal accountability expectations for creatives and data peeps •  Protocols/standardizations •  Communication! Must-haves for Success
  6. 6. #SMX #11A @afehrenbacher Enterprise organizations can have hundreds to thousands of keywords to manage Keywords, Keywords Everywhere Dividing and Conquering •  Segment your data (splice, dice, repeat) •  Benchmark wherever possible •  Calculate ROI from channels, campaigns, keywords, pages and optimize from most return down •  Apply 80/20 rule for where to spend time
  7. 7. #SMX #11A @afehrenbacher •  Both teams go after same keyword for maximized SOV on SERPs (most valuable leads) •  Allocate paid spend to keywords you’re ranking low for while also siphoning off some of your organic team to begin building authority for those •  Always re-evaluate and pull reporting, think of each team and keyword as a lever Blending Paid & Organic Teams
  8. 8. #SMX #11A @afehrenbacher Common Challenges •  C-levels/execs may shy away or resist things they don’t fully understand •  Lack patience for the time required to be effective in search •  Organizational paces move too slow as an large enterprise corp to execute as needed Getting the Board on Board
  9. 9. #SMX #11A @afehrenbacher Effective Strategies •  Present data regularly and manage expectations •  Educate at every opportunity possible •  Interact with board members like agency clients •  Demonstrate how search aligns with overarching strategy Getting the Board on Board
  10. 10. #SMX #11A @afehrenbacher LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX Amber Fehrenbacher @afehrenbacher