Enterprise SEOs often find themselves in day-to-day SEO challenges: IT Resources, Budgets, Tools & Technology along with Core SEO Problems like Site Architecture, Technical SEO and Content. Is there something we can do differently to get past these problems so that we can focus and work on the right things?

1. Enabling your Company to
Embrace SEO
By Nakul Goyal

2. @nakulgoyal
Source: http://michaeldorausch.com/2011-faces-of-pubcon-las-vegas/
Faces of Pubcon 2011 by Michael Dorausch
“Year after year, there is always someone that asks a question during a keynote or widely attended session, that gets the entire
audience chuckling. Nakul Goyal receives the honor for this year’s keynote question that will go down in PubCon history. It never
hurts to ask eh?”
@nakulgoyal
Take control of your
SEO program

3. @nakulgoyal@nakulgoyal

4. @nakulgoyal@nakulgoyal
Source: http://michaeldorausch.com/2011-faces-of-pubcon-las-vegas/

5. @nakulgoyal
Networking Opportunity?

6. @nakulgoyal
Audience Poll
In-house SEOs?
Agency SEOs?
Entrepreneurs?
Directors or Above?

7. @nakulgoyal
Quick Introduction
@nakulgoyal

8. @nakulgoyal
• Director of Marketing & SEO at CARFAX
• Previously SEO Manager at TripAdvisor
• Head of SEO at Oriental Trading Company
• Pubcon veteran since 2004
• Married my elementary school sweetheart
• Proud parents of our identical twins
• Have a sweet tooth and I enjoy making cocktails
• Feel free to hit me up on Twitter or LinkedIn
Tidbits

9. @nakulgoyal
Enabling your Company
to Embrace SEO

10. @nakulgoyal
► Lack of resources (human, capital, IT)
► Lack of prioritization of SEO projects
► Speed as an obstacle
► Inadequate SEO evangelism
► Lack of debrief culture post implementation
In-House SEO
► Implementation by clients a frustrating and time consuming task
► Inadequate visibility in daily challenges of client
SEO Agencies
SEO Bottlenecks

11. @nakulgoyal

12. @nakulgoyal

13. @nakulgoyal
Building A Winning SEO Program
@nakulgoyal

14. @nakulgoyal
The Right Recipe for An Enterprise SEO Program
SEO Team
Evangelizing SEO
SEO Education & Training
SEO Goals & Roadmap
SEO Tools; Technology & Resources
Test & Learn
2
3
4
5
6
Executive
Buy-In
1
#RCS

15. @nakulgoyal
The Right Recipe for An Enterprise SEO Program
SEO Plan
Executive
Buy-In
Successful
SEO
Program

16. @nakulgoyal

17. @nakulgoyal
Build a Business Case
@nakulgoyal

18. @nakulgoyal
Built a Business Case (Step 1)
Described what’s at stake Illustrative Example

19. @nakulgoyal
Built a Business Case (Step 2)
Quantified the value of SEO (Using Rankings Data)Illustrative Example

20. @nakulgoyal
Built a Business Case (Step 3)
Quantified the value of SEO (Bring in CTR Data)
Source: http://www.seoclarity.net/mobile-desktop-ctr-study-11302/
Illustrative Example

21. @nakulgoyal
Built a Business Case (Step 4)
Quantified the value of SEO (Estimate Potential) Illustrative Example

22. @nakulgoyal
Built a Business Case (Step 5)
Quantified the value of SEO (Estimate Potential) Illustrative Example

23. @nakulgoyal
What can executive buy-in do for
you?

24. @nakulgoyal
What Do Highly Successful Big Brand SEO Programs
Look Like?

25. @nakulgoyal
How do Highly Successful SEO Programs Look Like?
Components of SEO culture as the key enabler for success at major
brands

26. @nakulgoyal
How do Highly Successful SEO Programs Look Like?
Example components of enterprise SEO that enable success

27. @nakulgoyal
Questions?
Pubcon Conference Las Vegas October 11, 12, 13

28. @nakulgoyal
Nakul Goyal
Director of Marketing and SEO
CARFAX.com
nakulgoyal@carfax.com
Tweet Me @nakulgoyal
www.linkedin.com/in/nakulgoyal
CARFAX is Hiring!