turning the aircraft carrier: driving change in the enterprise
TRANSCRIPT
@seankainec, @stonetemple@seankainec, @ericenge
Turning the Aircraft Carrier:
Driving Change in the Large
Enterprise
Sean Kainec – Head of SEO, The Home Depot
Eric Enge – CEO, Stone Temple Consulting
@seankainec, @stonetemple
Agenda
1. Changing how SEO is Perceived
2. Parlez-vous Français? Being multilingual is key
to your success!
3. Calling your shots
4. If you build it, they will come
5. Team alignment, direction and growth
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@seankainec, @stonetemple@seankainec, @ericenge
What SEO Really Is: Content Marketing
PR Builds
General
Authority
SEO Focused Content
Marketing Converts That
Authority Into Traffic and
Cash
@seankainec, @stonetemple
Role & Org Definition is Critical
Where does the SEO team line up in the organization?
What does the SEO team have control over?
What veto power does the SEO team possess?
What priority does the SEO team have in relation to other teams for
tech projects, capital funding, etc.
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@seankainec, @stonetemple
Is SEO Part of the Dev Team?
Advantages:
Easier to
prevent tech
problems from
being rolled out
Disadvantages:
Budget for
bigger projects
harder to get
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@seankainec, @stonetemple
Is SEO in the Marketing Team?
Advantages:
More “business”
influence
Can make it
easier to get
funding
Disadvantages:
Can be harder
to get the
development
team on board
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@seankainec, @stonetemple
Is SEO Not Affiliated With Either?
Advantages:
Not tied to one
group or the
other
Disadvantages:
Too many to list
them all!
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@seankainec, @stonetemple
When in Rome… Speak the Language!
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IT/Coders
Merchants/Product
Sourcers
Senior Leadership
Core Marketing
Creative and Design
@seankainec, @stonetemple
Then Ask the Big Question
Given all this complexity, what are the
chances your friend, who does not do SEO
for a living, is the best source for info on this
topic?
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@seankainec, @stonetemple
The Scale of the Web Makes the Search Engines a
Bit Stupid
They can’t afford the processing power to do
everything you think they might:
Analyze Images
Perform Optical Character Recognition on text in
photos
Run speech to text analysis on videos
Figure out your duplicate content
…
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@seankainec, @stonetemple
Build Trust, Earn Respect, Deliver Results
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Respect is
Something
Earned Not
Something
Given Take it One Step
at a Time