ENTERPRISE LEVEL SEO

Martin MacDonaldHead of SEO, OMD

ENTERPRISE LEVEL SEO

Any Questions?

Tweet me: @seoforumsorg

WHO ARE OMD?

SEM PARTNERS

ENTERPRISE LEVEL SEO

ENTERPRISE LEVEL SEO

1) Get Shit Done

NATURAL ENEMY OF THE SEO

NATURAL ENEMY OF THE SEO

“You’ll never win an argument about SEO with the board of directors...”

ANSWER THE RIGHT QUESTIONS

Talk Business, not Search.

TALK THEIR LANGUAGE

Example 1:

We need to buy (get) more links:

“We need to incentivise brand evangelists”

PICK YOUR ARGUMENTS WISELY

Example 2:

Our lawyers have told us to remove tracking cookies:

“that will hand a commercial advantage to our competitors”

TRY AND GIVE FINANCIAL ANSWERS

Example 3:

Our web agency quoted £50k to update URL structures:

“we’re losing £50k quarterly on un-necessary PPC spend”

But Avoid Becoming:

ENTERPRISE LEVEL SEO

2) Teach Search

LEAD THE TEAM TO “THINK” SEARCH

RESOURCE ALLOCATION MADE EASY

Educate Stakeholders:

C-Level buy-in to SEO is paramount.

Educate Stakeholders:

C-Level buy-in to SEO is paramount.

Constantly build awareness of free customer acquisition.

RESOURCE ALLOCATION MADE EASY

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

Educate Stakeholders:

EVANGELISE DON’T BORE!

ENTERPRISE LEVEL SEO

3) Choose the Right Strategy

Choose the right strategy

ENTERPRISE LEVEL SEO

How do you optimise a site that does not transact?

Choose the right strategy

ENTERPRISE LEVEL SEO

How do you optimise a site that does not transact?

…Brand Build using SEO as your Platform!

Using SEO for Branding

TARGET THE PERSON – NOT THE KEYWORD

Or “brand alignment”

FIND RELEVANT EASY TERMS

Demographic SEO Targeting

ENGAGE ON INFORMATIONAL SEARCHES

Be innovative!

– engage the searcher where they least expect it.

A PPC CASE STUDY – WORKS FOR SEO

Key Takeaway:

EXTRA EYEBALLS = SUCCESS

Work in a Competitive Niche?

Find a related one that is less competitive!

KEY POINTS

Get Shit Doneengage in arguments

you can win

Talk Business first, Search Second

Don't become a parody of a

businessman

Teach SearchEvangelise SEO to key stakeholders

Build awareness

Leverage PPC comfort to aid SEO

Choose a strategy that's relevantSEO can be

used for brand building

Target niche demographics using

search terms

Align your brand with aspirational

search terms

Study what's working in other

disciplines

Target semantically related niches

Thank You!

GET IN TOUCH. ITS EASY!

Martin Macdonald, Head of SEO, OMD

martin.macdonald@omd.com

twitter: @seoforumsorg