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MAXIMIZING ENTERPRISE SEOJohn CarcuttDirector of SEO and Social Media

Advance Digital Inc.

@JohnCarcutt

2Follow @johncarcutt

3Follow @johncarcutt

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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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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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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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THE DUTY OF THE SEO IS

“TO PROTECT AND PROMOTE”

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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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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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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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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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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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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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