Ryan Hipp, Amway What should you do if your company is a complex enterprise with tons of sites to manage and you need more buy-in for SEO in order to succeed? Find out how to build your internal brand to win resources and respect for SEO.

1. #C3NY
R-E-S-P-E-C-T: How to Win
Buy-In and Support for SEO
in an Enterprise Company
• RYAN HIPP
• Global Lead, SEO | Amway Corporation

2. Ryan Hipp
@hipphop#C3NY |
Global SEO Lead at Amway
Ryan leveraged data from organic search to
help drive better decision-making across the
many teams at Amway generating digital
content, and helped to change the company’s
mind on non-branded terms.
About the Speaker

3. #1 Direct Selling
Company in the World.
Operating in 6+ Countries
• Beauty
• Health & Wellness
• Home Products
@hipphop#C3NY |
ABOUT AMWAY

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OUR ONLINE STRUGGLE

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History of SEO at Amway
Re-enactment of first conversation about company’s SEO goals

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Challenges of SEO at Amway
On-Going progress of the Amway Global SEO program

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Challenges of SEO at Amway
13th Century Lithograph Explaining Search Engine Optimization to Villagers

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Our Biggest Barriers to SEO Progress
MEASUREMENT
GOAL-SETTING TRAINING
TIMING
PERSONNEL
PRIORITIZATION

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Our Biggest Barriers to SEO Progress
Artist’s rendering of how I was handling the opportunities of growing our SEO program

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MEASURING OUR SEO MATURITY
SEO Maturity & Competencies
We periodically measure our market
teams across 10 key competencies to
ensure our markets are upskilling
appropriately to meet Enterprise needs
SEO Principles
SEO Excellence for enterprise
depends on the unity of these
three values:
People | Process | Platforms

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Finally, Things Were Different!
Artist’s rendering of how everything was different after re-prioritization

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A SHIFT TOWARD DIGITAL TRANSFORMATION
This is a MARKETING
COMMUNICATIONS
function requiring
DIGITAL MATURITY.
Redefining SEO = Content Performance Strategy

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Finding Support of the SEO Program
Finding the Right Internal SupportersTrying to Convince the Wrong Internal Groups

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Finding Support of the SEO Program
I do still have to occasionally convince people who just don’t get it though

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Three Things I wish I Knew When I Started
1. SET REALISTIC
TARGETS & GOALS
2. BUILD YOUR
INTERNAL BRAND
FOR SEO
3. GET BUY-IN BY
ADDING VALUE

16. @hipphop#C3NY |