Enterprise Level SEO

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A presentation given by Guillaume Bouchard - NVI CEO - at Search Engine Strategies (SES) in New York, March 2010.

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Enterprise Level SEO

  1. 1. LEADING BRAND VS RUNNER-UP SEO Business Cases
  2. 2. <ul><li>SIZE IMPACTS SEO STRATEGIES </li></ul><ul><li>Impact of corporate structure & # of departments involved </li></ul><ul><li>Aversion to risk & key objectives (catching up vs staying #1) </li></ul><ul><li>Access to key decision-makers / impact on momentum </li></ul><ul><li>Amount of power / linkjuice available within the company </li></ul>LEADER vs RUNNER-UP Leading Brand vs Runner-up
  3. 3. <ul><li>Smaller corporate structures & fewer departments involved </li></ul><ul><li> Agile development, faster release cycles, business model flexibility </li></ul><ul><li>Less aversion to risk (need to catch up with the leader) </li></ul><ul><li>More open to make room for SEO to bridge gaps between them and the leading brand </li></ul><ul><li>Faster access & bigger impact on board / key decision makers </li></ul><ul><li>SEO represents a bigger chunk of the company’s overall budget </li></ul><ul><li>With the board’s involvement, less risk of losing momentum </li></ul><ul><li>Not a lot of other properties available to leverage existing linkjuice </li></ul><ul><li>Team up with other runner-ups & relevant verticals to compensate </li></ul><ul><li>Smart crowdsourcing in order to compete in terms of content </li></ul>RUNNER-UP INSIGHTS Leading Brand vs Runner-up
  4. 4. <ul><li>Larger corporate structure & several departments involved </li></ul><ul><li>Rigid development, emphasis on security, slower release cycles </li></ul><ul><li>Legacy products implies less business model flexibility </li></ul><ul><li>Heavy aversion to risk (can’t afford big mistakes) </li></ul><ul><li>Short-term management: can’t wait 6 to 12 months to see results </li></ul><ul><li>Usually focused on keeping the pace vs bridging gaps </li></ul><ul><li>Difficult access and near irrelevancy towards board members </li></ul><ul><li>SEO represents only a small chunk of the company budget </li></ul><ul><li>SEO can be a one VP matter, rarely ends up on the C-level table </li></ul><ul><li>Several existing properties to spread existing linkjuice </li></ul><ul><li>Need to create a global strategy to maximize each property </li></ul><ul><li>Biggest competitive advantage to leverage against runner-ups </li></ul>LEADER INSIGHTS Leading Brand vs Runner-up
  5. 5. <ul><li>With similar SEO budgets in absolute dollars, my opinion is: </li></ul><ul><li>The runner-up will have the better product and might get bought out </li></ul><ul><li>The leader will lose momentum as stakeholders change and the past history gets lost or forgotten </li></ul><ul><li>Both companies can reach similar results online, but in most cases a smart runner-up will generate better results over a few years </li></ul><ul><li>Best advice for runner-up: leverage agility / flexibility and use crowdsourcing </li></ul><ul><li>Best advice for leader: keep momentum at all cost, ensure ideal transitions </li></ul>BOTTOM LINE Leading Brand vs Runner-up

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