Are you responsible for handling search optimization for a large company's Web site? Here are factors to consider.
I recently spoke at Incisive Media's SES NY on the topic of enterprise SEO - search engine optimization for large businesses or organizations. First, I'd like to reiterate what Mark Jackson said in his recent SEO column on ClickZ: "Our industry is so dynamic that missing out on a year's worth of conferences (if you're not keeping up with your reading on a regular basis) can leave you in the dark ages." So, stay current and attend SES at least once a year. That's what I require my team to do.
So how is SEO different for large companies, large sites, and those businesses using multiple languages in different countries vs. smaller companies or sites? If this is what you struggle with each day, read on!
The key issues we face include: (count how many fit your situation)
When talking to key stakeholders, remind them why organic search is important. It's where users click the most. In fact upwards, of 90 to 95 percent of clicks on a SERP (define) are on organic links not paid ones. This has been borne out in various online studies.
Start with your business goals. Here are mine:
Next, prioritize the key enterprise-type issues you face. For example, in my case:
Finally, once you have prioritized your key issues, choose your primary enterprise SEO tactics:1. Content: It's always king, and especially so in SEO. It can help you version your material to avoid duplicate content issues but you need to know "how to write" for SEO.
So, to wrap up, here are three key takeaways:
You can follow Crispin on Twitter at @crispinsheridan
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Crispin Sheridan is the Senior Director, Global Search at SAP. As part of the digital team, he established and leads the search and testing practices at SAP. Crispin is responsible for paid, natural, and mobile search and all online testing. Search and testing at SAP are fully centralized and globally funded and run under a hybrid in-house and agency model.
Crispin has proven that search learnings and keyword insights work hand in hand with social media marketing and together can effectively drive B2B lead generation. Furthermore, the development of the SAP.com Test Lab has contributed significant success to SAP's digital marketing efforts.
A frequent guest speaker at conferences, including SES New York, San Francisco, Toronto, London, Delhi, Shanghai, and Hong Kong, Crispin was appointed to the SES Advisory Board in December 2009. He has also been a guest speaker at the e-Metrics Summit and ad:Tech, and is a member of Google's B2B Technology Council. You can follow him on Twitter at @crispinsheridan and read his monthly SEO column on ClickZ.
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