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Enterprise Level SEO - Martin Macdonald
- 1. Martin MacDonald Head of SEO, OMD Enterprise Level SEO
- 2. Any Questions? Tweet me: @seoforumsorg Enterprise Level SEO
- 3. Who are omd?
- 4. SeMPArtners
- 6. 1) Get Shit Done Enterprise level seo
- 7. Natural enemy of the seo
- 8. “You’ll never win an argument about SEO with the board of directors...” Natural enemy of the seo
- 9. Talk Business, not Search. Answer the right questions
- 10. Example 1: We need to buy (get) more links: “We need to incentivise brand evangelists” Talk their language
- 11. Example 2: Our lawyers have told us to remove tracking cookies: “that will hand a commercial advantage to our competitors” Pick your arguments wisely
- 12. Example 3: Our web agency quoted £50k to update URL structures: “we’re losing £50k quarterly on un-necessary PPC spend” Try and give financial answers
- 14. 2) Teach Search Enterprise level seo
- 15. Lead the team to “think” search
- 16. Educate Stakeholders: C-Level buy-in to SEO is paramount. resource allocation made easy
- 17. Educate Stakeholders: C-Level buy-in to SEO is paramount. Constantly build awareness of free customer acquisition. resource allocation made easy
- 18. Educate Stakeholders: C-Level buy-in to SEO is paramount. Constantly build awareness of free customer acquisition. If the company is already PPC savvy, leverage “blended” CPA resource allocation made easy
- 19. Educate Stakeholders: Evangelise don’t bore!
- 20. 3) Choose the Right Strategy Enterprise level seo
- 21. Choose the right strategy How do you optimise a site that does not transact? Enterprise level seo
- 22. Choose the right strategy How do you optimise a site that does not transact? …Brand Build using SEO as your Platform! Enterprise level seo
- 23. Using SEO for Branding Target the person – not the keyword
- 24. Or “brand alignment” Find relevant easy terms
- 25. Demographic SEO Targeting Be innovative! – engage the searcher where they least expect it. Engage on informational searches
- 26. A PPC case study – works for seo
- 27. Key Takeaway: Work in a Competitive Niche? Find a related one that is less competitive! Extra Eyeballs = success
- 28. Don't become a parody of a businessman Target semantically related niches engage in arguments you can win Get Shit Done Study what's working in other disciplines Target niche demographics using search terms SEO can be used for brand building Choose a strategy that's relevant Talk Business first, Search Second Align your brand with aspirational search terms Leverage PPC comfort to aid SEO Build awareness Teach Search Evangelise SEO to key stakeholders Key points
- 29. Thank You! Martin Macdonald, Head of SEO, OMD martin.macdonald@omd.com twitter: @seoforumsorg Get in touch. Its easy!