Enterprise SEO ionsearch Samuel Crocker

@SamuelCrocker
Enterprise
SEO
Ion

2
en·ter·prise
/ˈentərˈprīz/
noun
4. boldness or readiness in undertaking; adventurous spirit; ingenuity.

Do your homework
4
WINNING A BIG CLIENT

Set up chemistry sessions and find out about what
business issues are important to them
5

Learn how to speak the language
6
hreflang
<title>
Schema
rel=canonical
ROI
TVR
ATL
DR
Incremental
Cost of Sale
Lifetime value
Attribution

Know your audience
7
£ BS ROI YOU ME

Winning budget from “brand” clients
8
• Understand customer behaviour (ROPO)
• Create scoring mechanisms
• Understand advertising equivalencies for content
• Challenge the effectiveness of other channels
• Show cost savings in terms they understand
• Feeding the funnel
• Illustrate brand ranking issues
Don’t call it SEO.

Advantages to working with big clients

Big brands that have neglected SEO (or been with a bad
agency) can see massive results – quickly.
10
ADVANTAGES
• Write and rank
• Technical tweaks
• Sitemaps

If you play your cards right you can get someone else to
do your job for you
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ADVANTAGES

Large companies and websites are inherent authorities
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ADVANTAGES

Potential budgets can be much larger – if you can
unlock them
13
ADVANTAGES

Getting them to think about what their customers
actually want from their brand can be difficult
“If someone doesn’t want to share it,
then it might as well not exist”
- Ajaz Ahmed, AKQA
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BUSINESS OBSTACLES

So hit them with some facts from a source they’ll know
and trust
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BUSINESS OBSTACLES
Source: IBM, ftp://public.dhe.ibm.com/common/ssi/ecm/en/gbe03391usen/GBE03391USEN.PDF

You’ve got to play nice with others
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BUSINESS OBSTACLES

However, integration can be overrated
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BUSINESS OBSTACLES

So take the lead on integration where it makes sense
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BUSINESS OBSTACLES

But build a strong enough relationship with the client
that you can speak up when it doesn’t
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BUSINESS OBSTACLES
“I’m not sure this is the best
use of people’s time…”

Getting your channel on the radar can be tough
Personalities
Apathy
Understanding
Reputation of industry 22
BUSINESS OBSTACLES

So you’ve got to be proactive and take every chance
you get to present to senior leadership
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BUSINESS OBSTACLES

And you’ve got to be prepared to capitalize (scare
monger) if the chance arises
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BUSINESS OBSTACLES

Otherwise you may only be noticed when things go
wrong
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BUSINESS OBSTACLES

And ultimately you are just one cog in the wheel
fighting for finite budget
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BUSINESS OBSTACLES

So always be looking to make your channel and your
client (boss) look good – because there’s a lot at stake
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BUSINESS OBSTACLES

Traditional brands are (often) woefully unprepared
Getting s**t done
≠
Real company s**t
29
BUSINESS OBSTACLES

So you need to define ways of working, rules and
processes up front to make sure progress is made
• Working on site
• Meet with their dev agency/team
frequently
• Training in the diary
• Constant deliverable model
• Transparency on costs
• Streamlining approval process
30
BUSINESS OBSTACLES

Compliance and brand guidelines can really suck the
wind out of your creative linkbait ideas
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BUSINESS OBSTACLES

But bigger brands often mean you can make bigger
plays – but you’ll have to massively up your game
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BUSINESS OBSTACLES

Working on global businesses is not always as
glamorous as it sounds
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BUSINESS OBSTACLES

You’ve got to get time in the diary with the global team
as early as possible
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BUSINESS OBSTACLES

The reality of working in the UK market for most
“global” brands is that you need to earn local control
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BUSINESS OBSTACLES

And you won’t always win, so pick your battles
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BUSINESS OBSTACLES

Overcoming common SEO barriers
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The issue with many enterprise clients is that they
inherently compete with themselves
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SEO BARRIERS

The ideal solution is to take a portfolio approach to
your work
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SEO BARRIERS

But this can get a lot more complicated when holding
companies split their brands across agencies
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SEO BARRIERS
BRANDSAGENCIES
FUN

Large sites that have grown organically can have
horrible information architecture
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SEO BARRIERS

And can be plagued by duplicate content and orphaned
pages
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SEO BARRIERS

The correct solution can be time consuming and costly
– but it can also deliver huge results
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SEO BARRIERS
http://www.slideshare.net/SamuelCrocker/duplicate-content-ses-london

Issues with content production include scale, brand
guidelines, style guides, ability to publish, etc.
SEO BARRIERS

You could audit existing content and create processes
and guidelines for internal production…
SEO BARRIERS

Outsource to a trusted partner, or take the production off
their hands if you can manage.
SEO BARRIERS

Linkbuilding: for how many pages are you genuinely going to
do outreach*?
SEO BARRIERS

So, you’re better off mixing it up.
Conduct training (internal and for partner
agencies)
Provide keyword mapping
Don’t make them sweat the anchor text
SEO BARRIERS

Keyword research for large brands is not a one-off because
you need to be clued up on other marketing activity
SEO BARRIERS
I’d better spend
£2,000,000 on a TV
campaign and not create
content to rank for it.
- No one smart, Ever

Focus on categorisation and prioritisation for round one.
SEO BARRIERS
BRAND
Converts
Ranks

Do research based on nodes, and use trend level data
to template large initial changes.
Car rental (27,100) Car hire (60,500)
Car hire new york (480) New york car hire (210)
Car rental new york (260) New york car rental (91)
France car hire (590) Car hire france (4,400)
France car rental (240) Car rental france (880)
SEO BARRIERS

With Technical Audits you need to avoid going down the
rabbit hole
SEO BARRIERS

Spend some time onsite and do some diagnostics
SEO BARRIERS

Focus in on problem areas and dig deeper into these.
It is lupus.
SEO BARRIERS

International SEO is a minefield that deserves its own
presentation
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SEO BARRIERS
Hreflang
Duplicate content
Etc.

Multiple Domains and Migrations are common barriers
but also are often huge missed opportunities
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SEO BARRIERS
30% increase
in search
visibility
26% MoM &
55% YoY
increase in
traffic
377% Increase
in mobile
traffic
Review of
Information
Architecture
Content
Creation for
Website
Sub-
Domain
Migration

Brightedge for reporting, transparency and campaign
management
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ENTERPRISE TOOLKIT

Woo Rank to help you diagnose issues that warrant a
digger deep (after you’ve looked around yourself)
65
ENTERPRISE TOOLKIT

Screaming Frog* and/or Deep Crawl to find errors,
issues with keyword optimisation, etc.
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ENTERPRISE TOOLKIT

Proprietary tools are essential for rank tracking and link
management
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ENTERPRISE TOOLKIT

Enterprise analytics platforms are usually not fun to use
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REPORTING & ANALYTICS

Always pay close attention to cross-domain tracking
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Automate so you can spend more time providing
insight
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Or, better still, educate so you can provide full visibility
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73
Dear Google, please give us
back our data

Special Thanks
https://twitter.com/tipee
https://twitter.com/richardshove
https://twitter.com/mattgammie
https://twitter.com/beccyweeks
https://twitter.com/kurtsinc
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Image Credits
http://www.flickr.com/photos/salendron/2402978812/sizes/m/in/photostream/
http://www.flickr.com/photos/alexcreative/4564218323/sizes/m/in/photostream/
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http://www.flickr.com/photos/53921113@N02/5645102295/sizes/m/in/photostream/
http://inflatableferret.com/articles/the-meat-parade-part-85/
http://www.flickr.com/photos/mightymoss/3098467059/sizes/m/in/photostream/
http://www.flickr.com/photos/creativechusky/6624665015/sizes/m/in/photostream/
http://www.fastcompany.com/1676902/how-nikes-ceo-shook-shoe-industry
http://www.flickr.com/photos/stitch/37332189/sizes/z/in/photostream/
http://www.flickr.com/photos/mnfiraq/6076862674/sizes/m/in/photostream/
http://www.flickr.com/photos/laughingsquid/3089358273/sizes/z/in/photostream/
http://www.flickr.com/photos/davepearson/2646358663/sizes/z/in/photostream/
http://www.flickr.com/photos/nrmadriversseat/6255901473/sizes/z/in/photostream
http://www.flickr.com/photos/machinemade/5089297557/sizes/z/in/photostream/
http://www.flickr.com/photos/loop_oh/4139019520/sizes/z/in/photostream/
http://www.flickr.com/photos/pcrisologo/3249064439/sizes/z/in/photostream/
http://25.media.tumblr.com/3a141322e135050b38d76c23291c60f8/tumblr_ml8sx7i0hz1r4lywro1_400.jpg
http://www.extremetech.com/wp-content/uploads/2012/10/felix-baumgartner-standing-in-his-capsule-about-to-dive-640x480.jpg
http://www.flickr.com/photos/23065375@N05/2246559149/sizes/m/in/photostream/
http://firstandfifteenth.bigcartel.com/product/one-a-day-calendar
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http://www.flickr.com/photos/72861652@N00/1282389988/sizes/z/in/photostream/
http://www.flickr.com/photos/adamhenning/45704082/sizes/m/in/photostream/
http://i.huffpost.com/gen/585370/original.jpg
http://farm4.staticflickr.com/3640/3505849421_ee1679ceb5_z.jpg
http://mobiforge.com/files/bad_information_architecture_small.jpg
http://www.anoop-parikh.com/images/library/homebase_brand_guidelines_01.jpg
www.washingtonpost.com/blogs/answer-sheet/files/2013/01/alice-falling-down-rabbit-hole1.jpg
http://thewellwrittenwoman.com/wp-content/uploads/2012/02/drhouse.jpg
http://www.flickr.com/photos/andybeatty/5247263940/sizes/z/in/photostream/
http://www.flickr.com/photos/neilt/2517652/sizes/z/in/photostream/
http://www.flickr.com/photos/sushiesque/5568696809/sizes/z/in/photostream/
http://upload.wikimedia.org/wikipedia/en/7/75/Tps_report.png
http://nooooooooooooooo.com/
https://developers.google.com/analytics/resources/concepts/gaConceptsDomains
http://www.flickr.com/photos/melitron/4923829202/sizes/z/in/photostream/
http://www.flickr.com/photos/clevercupcakes/2475149762/sizes/m/in/photostream/
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Enterprise SEO ionsearch Samuel Crocker

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