enterprise seo ionsearch samuel crocker

@SamuelCrocker

EnterpriseSEO

Ion

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en·ter·prise /ˈentərˌprīz/noun4. boldness or readiness in undertaking; adventurous spirit; ingenuity.

Winning a big client

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Do your homework

WINNING A BIG CLIENT

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

WINNING A BIG CLIENT

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Learn how to speak the language

WINNING A BIG CLIENT

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ROITVRATLDRIncrementalCost of SaleLifetime valueAttribution

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Know your audience

WINNING A BIG CLIENT

£ BS ROI YOU ME

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Winning budget from “brand” clients

WINNING A BIG CLIENT

• 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

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Big brands that have neglected SEO (or been with a bad agency) can see massive results – quickly.

ADVANTAGES

•Write and rank• Technical tweaks• Sitemaps

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

ADVANTAGES

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Large companies and websites are inherent authorities

ADVANTAGES

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

ADVANTAGES

Overcoming Business Obstacles

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Politics and People

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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

BUSINESS OBSTACLES

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So hit them with some facts from a source they’ll know and trust

BUSINESS OBSTACLES

Source: IBM, ftp://public.dhe.ibm.com/common/ssi/ecm/en/gbe03391usen/GBE03391USEN.PDF

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You’ve got to play nice with others

BUSINESS OBSTACLES

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However, integration can be overrated

BUSINESS OBSTACLES

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So take the lead on integration where it makes sense

BUSINESS OBSTACLES

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But build a strong enough relationship with the client that you can speak up when it doesn’t

BUSINESS OBSTACLES

“I’m not sure this is the best use of people’s time…”

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Getting your channel on the radar can be tough

PersonalitiesApathyUnderstandingReputation of industry

BUSINESS OBSTACLES

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

BUSINESS OBSTACLES

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

BUSINESS OBSTACLES

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Otherwise you may only be noticed when things go wrong

BUSINESS OBSTACLES

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

BUSINESS OBSTACLES

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

BUSINESS OBSTACLES

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Structure and Process

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Traditional brands are (often) woefully unprepared 

Getting s**t done

≠Real company s**t

BUSINESS OBSTACLES

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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

BUSINESS OBSTACLES

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

BUSINESS OBSTACLES

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

BUSINESS OBSTACLES

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Working with Global

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

BUSINESS OBSTACLES

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

BUSINESS OBSTACLES

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

BUSINESS OBSTACLES

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

BUSINESS OBSTACLES

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Overcoming common SEO barriers

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Too big to fail?

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The issue with many enterprise clients is that they inherently compete with themselves

SEO BARRIERS

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

SEO BARRIERS

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

SEO BARRIERS

BRANDSAGENCIES

FUN

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Large sites that have grown organically can have horrible information architecture

SEO BARRIERS

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And can be plagued by duplicate content and orphaned pages

SEO BARRIERS

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The correct solution can be time consuming and costly – but it can also deliver huge results

SEO BARRIERS

http://www.slideshare.net/SamuelCrocker/duplicate-content-ses-london

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Content and Outreach

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

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Keyword Research

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

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Technical Audits

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

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Multiple Site Issuses

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International SEO is a minefield that deserves its own presentation

SEO BARRIERS

HreflangDuplicate contentEtc.

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Multiple Domains and Migrations are common barriers but also are often huge missed opportunities

SEO BARRIERS

30% increase  in search visibility

26% MoM & 55% YoY increase in traffic

377% Increase in mobile traffic

Review of Informatio

n Architectu

re

Content Creation

for Website

Sub-Domain

Migration

Enterprise toolkit

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Brightedge for reporting, transparency and campaign management

ENTERPRISE TOOLKIT

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

ENTERPRISE TOOLKIT

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

ENTERPRISE TOOLKIT

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Proprietary tools are essential for rank tracking and link management

ENTERPRISE TOOLKIT

Reporting and Analytics

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Enterprise analytics platforms are usually not fun to use

REPORTING & ANALYTICS

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Always pay close attention to cross-domain tracking  

REPORTING & ANALYTICS

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Automate so you can spend more time providing insight 

REPORTING & ANALYTICS

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Or, better still, educate so you can provide full visibility

REPORTING & ANALYTICS

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Dear Google, please give us back our data

REPORTING & ANALYTICS

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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/http://www.flickr.com/photos/22280677@N07/2272656387/sizes/z/in/photostream/ 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 http://www.flickr.com/photos/elycefeliz/3289447227/sizes/z/in/photostream/ 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/