This document discusses enterprise SEO strategies and provides a case study of work done with Fujitsu. It contains the following key points: 1) The basics of enterprise SEO include evaluating a company's CMS for issues, creating optimized content regularly, and using analytics to make data-driven decisions. 2) For Fujitsu, the SEO work focused on technical optimizations and building external links through link baiting. The goal was to increase Fujitsu's visibility for key phrases like "IT services". 3) The work resulted in Fujitsu ranking number one for "IT services" on Google UK and number three for "IT solutions", significantly improving their search visibility and brand recognition in the UK

1. Enterprise SEO
OMG Frokostseminarer

2. Me myself and I …..
• Started in 1997
• Board of directors SEMPO.org
• Advisory board Bing Advertising
• Co-Wrote the first book about the topic
in my home country Iceland
• Co-Wrote the first book about Global
Search Engine Marketing
• Father of five children
Brands I have enjoyed working for:

5. Frokostseminarer – Enterprise SEO
YOU, THE PEOPLE...

6. Less than 20% of those
attending this session have
Search Engine Optimized their
front page TITLE
<title>XXXX AS</title>

7. More than 90% of those that
are here in this room are using
Google analytics…. 3%
nothing …. that I could find

8. Around 40% of those that are
here in this room are B2B, so
why “only” Google?

9. Frokostseminarer – Enterprise SEO
THE BASICS

10. CMS Issues – Set the foundation
• There are tens of tech signals that Google needs for
your site to rank
• Technology to technology
• Your CMS system should be evaluated by an SEO
professional to identify problems like:
– URL structures that cause duplicate content / difficult to
index
– Session IDs
– JavaScript or Flash drop down menus that can't be indexed
– Lack of support for Custom Page Titles
– Lack of support for rel=canonical tags

11. Organic search opportunity

12. Content – The driver of traffic
• Its all about content authority
• Make sure that you distribute valid unique content regularly
that is pushing your message
• Repeated surveys* show business decision makers use the
internet widely and especially content
• 93% of B2B decision makers use the internet for business
every day
• The higher the budget the decision maker has, the more likely
search engines are in playing a role in research and decision
making
• 40% of business decision makers expect their Web usage to
increase
*Enquiro, Outsell, eMarketer. IDG and IAB

13. Usable analytics – Understand & Act
• Make data-driven Conversion tracking
decisions that improve
your ROI 16,344
Clicks
• Google Analytics and
Webmaster tools as a 9,586
Service
bare minimum reviews
• The key question is what 5,311
do you want to get out Conversions
of it?

14. Fujitsu
Case Study, with a twist …

15. Project Summary
• Fujitsu IT Services is a leading provider of IT services
and products for the global marketplace including
applications, infrastructure and business
solutions, hardware, software and networking
• When the Fujitsu work started they Fujitsu had no
top 50 visibility under core phrases such as:
– IT Services
– IT Solutions
– IT Consulting
• Using a mixture of on-site and off-site SEO, plus a
multilingual content seeding strategy, improvements
in visiblity were made.

16. Fujitsu
METHOD

17. Method – Top Level
• The project started with a deep dive into the
competition, technical analysis and the on-site analytics
• Focusing preliminary on the title tags, META descriptions, the
build up of anchor tags within the Fujitsu sites and the first
two paragraphs of copy within each page
– This was done this way due to the content control hierarchy being
complex and the limitations within the CMS
• The external links were created through link-baiting using
White-Papers and “BIG” news. Other methods were also used
for external endorsing of the site/pages
• Realizing the potential of Google Universal search, the focus
was on writing content endorsing Fujitsu as the leader in its
field, with the goals to:
– Maximize brand visibility
– Gain further online endorsement through controlled content
– Saturate search results, such as Web, Blog and News

18. The Competiton
• Among the competitors looked at while preparing for
the project were:
– IBM, Atos Origin, Capgemini and Logica
• What we focused on was to „sniff“ their online
organic and PPC strategies, focusing on
understanding their:
– PPC efforts such as creative’s, targeted keywords and
budget
– Organic keywords returning traffic and to where
– Sites returning traffic
– Building of links and Anchor tags

19. Objectives
• Cost-effectively increase revenue by:
– Increase Fujitsu‘s visibility from close to zero in non-
branded searches to reaching top 30 with 80% of the
phrases in keyword clusters created
• Within focused markets
– Boost Fujitsu brand recognition and tie closer to three core
phrases:
• IT Services
• IT Solutions
• IT Consulting
– Raise Fujitsu relevance for product/service searches
• Generate conversion on sales leads
• Understand stakeholder impact

20. Fujitsu
UK IMPACT SAMPLE

21. UK Impact – Before we started
• In the beginning of the project there were clear
signals that Fujitsu was not as prominent on the
search engines as it could/should
• The signals echoed on poor visibility for none
branded/Informational search phrases
• Core phrases
– International core phrase was
• IT services
– Local UK core phrases were
• IT solutions
• IT consulting

22. After implementation & optimization
• Fujitsu reached
– Number ONE for IT Services on Google UK and .COM
within the UK
– Number THREE for IT Solutions on Google UK and number
six on .COM within the UK
– Number NINE for IT consulting on Google UK and number
eleven on .COM within the UK

23. Fujitsu IT Services
• Fujitsu number one for „IT Services“
– IT Services, 35k searches within the UK each month

24. BUT...

25. … they killed
Kenny!!!

27. Bottom line
The path forward

28. Don’t loose sights of the big picture …
CMS
Analytics
Content
Links Social
The path to success

29. Kristján Már Hauksson
THANK YOU