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Enterprise SEO Insights
Anthony Sharot | Pierian Digital
Slideshare.net/AnthonySharot
@marketappeal
Insights from a Year
Leading Enterpise SEO
Anthony Sharot
brightonSEO, September 2021
twitter.com/marketappeal
Anthony Sharot
Led SEO in several enterprises:
Consulted for several others
What is
Enterprise
SEO?
What
does
good
look like?
Case
Studies
What is Enterprise SEO?
What is Enterprise SEO?
What is Enterprise SEO?
• You can do large-scale SEO
without being an Enterprise
• Not all Enterprises do
Enterprise SEO
Signs and Symptoms of Enterprise SEO
➢
➢
➢
➢
➢
Signs and Symptoms of Enterprise SEO
➢
➢
➢
➢
➢
Living the dream
Enterprise SEO insights and case studies - brightonSEO - September 2021
Challenges
Enterprise SEO insights and case studies - brightonSEO - September 2021
Enterprise SEO insights and case studies - brightonSEO - September 2021
Reality
Enterprise SEO insights and case studies - brightonSEO - September 2021
Enterprise SEO insights and case studies - brightonSEO - September 2021
Issues
Quick Vote
Is your
SEO team sufficiently
resourced?
What does Good
look like?
SEO
Scale
Communication
Process
Automation
Dashboard
Test &
Learn
Codification
Knowledge
transfer
21
22
Case Studies
Core Web
Vitals
Server-Side
Rendering
Forum
Migration
PPC<>SEO
Efficiency
Core Web Vitals
Enterprise SEO insights and case studies - brightonSEO - September 2021
Is it visible?
Can you click
and scroll?
Is it stable?
User are 24% less likely to
abandon pages and ecommerce
sites when the experience is
good or better.
https://blog.chromium.org/2020/05/the-science-behind-web-vitals.html
31
Google Chromium team research
Vodafone Italy made the following
changes to optimised their pages
1. Minimised render-blocking JavaScript by
moving the rendering logic for a widget
from client-side to server-side
2. Optimized images, including
resizing the hero image, avoiding loading
images that aren’t visible in the viewport,
and optimised PNG and SVG images
3. Server-side rendered critical HTML
https://web.dev/vodafone/
Ad channels to landing page A/B test
Our approach
By running an A/B test specifically focused on optimizing Web Vitals, VF IT found that:
31% improvement in LCP led to:
https://web.dev/vodafone/
JS Rendering
https://web.dev/vodafone/
Dynamic rendering
SSR is good for CWV
Form Migration
Form Migration
Community forum Support section
SEO<>PPC Efficiency
https://ai.googleblog.com/2012/03/impact-of-organic-ranking-on-ad-click.html
http://static.googleusercontent.com/media/research.google.com/en/us/pubs/archive/37161.pdf
50%
18%
4%
Paid ads
1st organic rank
Organic # 2-4
Organic # 5+
Cannibalised organic traffic
https://ai.googleblog.com/2012/03/impact-of-organic-ranking-on-ad-click.html
http://static.googleusercontent.com/media/research.google.com/en/us/pubs/archive/37161.pdf
50% of paid search clicks are cannibalised
from the top organic result
18% when in organic rank is 2-4
4% when in organic rank is 5+
Brand name
Organic CTR
No PPC spend
+27% Organic
CTR Uplift
-42% PPC
CTR
36% of brand
name PPC traffic
is incremental to
a top organic
ranking.
Thank You!

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Enterprise SEO insights and case studies - brightonSEO - September 2021