1. MAXIMIZING
ENTERPRISE SEO
John Carcutt
Director of SEO and Social Media
Advance Digital Inc.
@JohnCarcutt
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4. WE MAKE MORE WORK
Let’s be honest with ourselves. When is the
last time an SEO “reduced” workload.
Never.
• IT Department
• Design Department
• Content Creators
• Marketing Department
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5. BUILD SUPPORT
• Difficult to reach everyone in a large complex
organization
• Create Internal Champions from the ground up
• Project Owners
• Product Owners
• Project Managers
• Work your way into processes
• Mandated support does not work
• “Oops forgot to invite SEO to the project kick off. Sorry.”
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6. THEY NEED A REASON TO CARE
There are two basic reasons an internal group
will invite you to create more work for them:
1. You will make their project more
successful
2. You will protect their existing search
equity
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7. THE DUTY OF THE SEO IS
“TO PROTECT AND PROMOTE”
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8. DEFINING THEIR GOALS
Different departments, different categories,
different groups will have different goals.
• Critical to communicate with stakeholders
• Understand to primary purpose of any new
project
• Communicate how SEO can best help the
project
• Give regular updates that are specific to that
stakeholder
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9. THE AGENCY MODEL
Activities that keep clients happy and coming
back at Agencies will work for internal “clients”
as well.
• Identify Internal Clients
• The Kick-off Call/Set Expectations
• Ongoing scheduled communication
• Monthly Reporting
• Results
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10. SLOW AND STEADY
This process takes time and can not be
forced.
• Sometimes it takes a major problem to
open eyes.
• “SEO to the Rescue” is much more
stressful than an “SEO Ride-a-long”
• Listen for opportunities to contribute
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11. EDUCATION IS YOUR ALLY
The more they understand why you are
asking them to do more work, the more
likely they will by-into the process.
• Internal Training targeted at specific
groups.
• Detailed explanations when requesting
more work
• Listen for opportunities to train on the fly
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12. ENTERPRISE SEO IS DIFFERENT
Overall SEO knowledge is critical of course
but I believe knowing SEO is not the most
important skill at the Enterprise level.
• Building Relationships
• The Ability to Communicate
• Empathy
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13. CAN YOU CONVINCE
YOUR CO-WORKERS TO
ASK YOU TO CREATE
MORE WORK FOR THEM?
THAT’S THE KEY TO
MAXIMIZING ENTERPRISE
SEO.
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