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Martin MacDonald<br />Head of SEO, OMD<br />Enterprise Level SEO<br />
Any Questions?<br />Tweet me:   @seoforumsorg<br />Enterprise Level SEO<br />
Who are omd?<br />
SeMPArtners<br />
Enterprise level seo<br />
1) Get Shit Done<br />Enterprise level seo<br />
Natural enemy of the seo<br />
“You’ll never win an argument about SEO with the board of directors...”<br />Natural enemy of the seo<br />
Talk Business, not Search.<br />Answer the right questions<br />
Example 1:<br />We need to buy (get) more links:<br />“We need to incentivise brand evangelists”<br />Talk their language<...
Example 2:<br />Our lawyers have told us to remove tracking cookies:<br />“that will hand a commercial advantage to our co...
Example 3:<br />Our web agency quoted £50k to update URL structures:<br />“we’re losing £50k quarterly on un-necessary PPC...
But Avoid Becoming:<br />
2) Teach Search<br />Enterprise level seo<br />
Lead the team to “think” search<br />
Educate Stakeholders:<br />C-Level buy-in to SEO is paramount. <br />resource allocation made easy<br />
Educate Stakeholders:<br />C-Level buy-in to SEO is paramount. <br />Constantly build awareness of free customer acquisiti...
Educate Stakeholders:<br />C-Level buy-in to SEO is paramount. <br />Constantly build awareness of free customer acquisiti...
Educate Stakeholders:<br />Evangelise  				don’t bore!<br />
3) Choose the Right Strategy<br />Enterprise level seo<br />
Choose the right strategy <br />How do you optimise a site that does not transact?<br />Enterprise level seo<br />
Choose the right strategy <br />How do you optimise a site that does not transact?<br />…Brand Build using SEO as your Pla...
Using SEO for Branding<br />Target the person – not the keyword<br />
Or “brand alignment”<br />Find relevant easy terms<br />
Demographic SEO Targeting<br />Be innovative! <br />             – engage the searcher where they least expect it.<br />En...
A PPC case study – works for seo<br />
Key Takeaway:<br />Work in a Competitive Niche?<br />	Find a related one that is less competitive!<br />Extra Eyeballs = s...
Don't become a parody of a businessman<br />Target semantically related niches<br />engage in arguments you can win<br />G...
Thank You!<br />Martin Macdonald, Head of SEO, OMD<br />          			 martin.macdonald@omd.com<br />				twitter: @seoforum...
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Enterprise Level SEO - Martin Macdonald

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Enterprise Level SEO - Martin Macdonald

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

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