The document discusses strategies for enterprise level SEO. It recommends getting buy-in from C-level executives by focusing on business outcomes rather than technical SEO details. It also suggests educating stakeholders on how SEO can provide free customer acquisition. Additionally, it advises choosing the right strategy such as using SEO for brand building for sites that do not transact, and engaging searchers in related but less competitive niches. The key is to speak the language of business, demonstrate financial impacts, and teach others about search.

1. Martin MacDonaldHead of SEO, OMDEnterprise Level SEO

2. Any Questions?Tweet me: @seoforumsorgEnterprise Level SEO

3. Who are omd?

4. SeMPArtners

5. Enterprise level seo

6. 1) Get Shit DoneEnterprise level seo

7. Natural enemy of the seo

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

9. Talk Business, not Search.Answer the right questions

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

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

12. 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

13. But Avoid Becoming:

14. 2) Teach SearchEnterprise level seo

15. Lead the team to “think” search

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

17. Educate Stakeholders:C-Level buy-in to SEO is paramount. Constantly build awareness of free customer acquisition.resource allocation made easy

18. Educate Stakeholders:C-Level buy-in to SEO is paramount. Constantly build awareness of free customer acquisition.If the company is already PPC savvy, leverage “blended” CPAresource allocation made easy

19. Educate Stakeholders:Evangelise don’t bore!

20. 3) Choose the Right StrategyEnterprise level seo

21. Choose the right strategy How do you optimise a site that does not transact?Enterprise level seo

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

23. Using SEO for BrandingTarget the person – not the keyword

24. Or “brand alignment”Find relevant easy terms

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

26. A PPC case study – works for seo

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

28. Don't become a parody of a businessmanTarget semantically related nichesengage in arguments you can winGet Shit DoneStudy what's working in other disciplines Target niche demographics using search termsSEO can be used for brand buildingChoose a strategy that's relevantTalk Business first, Search SecondAlign your brand with aspirational search termsLeverage PPC comfort to aid SEOBuild awarenessTeach SearchEvangelise SEO to key stakeholdersKey points

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