I recently had the pleasure to host a webinar with the guys over at Serpstat, a popular tool in the SEO industry I’m sure some of you have heard of or used.
It was a lengthy session where I talked about enterprise SEO, a field I’ve had a fair amount of experience in owing to my time at Samsung, at agencies and consulting with a few large business clients since going solo.
Enterprise SEO is quite a meaty topic, though a common problem for SEO teams in enterprise SEO settings is ascertaining buy-in from cross-party stakeholders and getting their SEO strategies and programmes moving properly.
I covered this in the webinar with a series of specific tactics I’ve used in the past that have worked quite well on this front.
The webinar covers:
- What is enterprise SEO and how it differs from other types of SEO
- Common enterprise SEO problems
- Enterprise SEO solutions
- Ways of getting buy-in in enterprise SEO settings
- Tactic 1: Tool & Project Management Integration
- Ways in which you can use SEO tooling and their array of features specifically to help educate on SEO, assess their functionalities and bring about more awareness of how they and SEO as a whole can bring benefits on a multidisciplinary basis. I may do a separate blog post addressing this in more detail at some point.
- Tactic 2: Distilling SEO Into Product-Led Problem Solving
- A conceptual tactic whereby we should reframe SEO jargon (such as certain metrics) and use language that speaks to stakeholders across different departments. Ensuring that the message is clear that SEO plays a vital role across all stages of the business cycle and shouldn’t just sit in its silo of traffic and search rankings.
- Tactic 3: Test, Test, Test
- Using a wide array of targeting SEO testing such as proof of concept tactics to help validate the SEO opportunity and align key stakeholders around a project-centric focus. This can help speed things up in terms of buy-in.
- Measuring Success in Enterprise SEO
- Honing in on specific metrics that stakeholders in large businesses care about and avoiding endless dashboards.
- Q&A section at the end.
I’ve embedded the video of the webinar below.
A final word – like so many of the brilliant SaaS and product suppliers in the SEO industry, Serpstat are based in Ukraine. They are still fighting a war. Serpstat have detailed a number of charities you can donate to if you can in this blog post, which I’ve also linked to below.
https://www.comebackalive.in.ua
https://www.unicef.org/emergencies/conflict-ukraine-pose-immediate-threat-children