In-house SEO specialist(s) The average organization in the Netherlands does not have an in-house SEO specialist. SEO activities are often carried out or directed by an online marketer or marketing manager. In enterprise organizations, we generally see that there is an in-house SEO specialist and, in some cases, even a complete team dedicated to SEO. This must be taken into account in the strategy, activities, and planning to ensure effective collaboration.
Many stakeholders involved Within enterprise organizations, there are usually many stakeholders involved, such as a CMO, brand marketer, content marketer, developers, and marketing manager. It is important to effectively involve the various stakeholders in the SEO strategy and its results. There are always many tasks to complete, and many activities take priority, which can cause SEO activities to be overlooked. This is particularly true because the results of SEO activities usually take several months to materialize. Therefore, it is important to share even small successes and obtain buy-in from all stakeholders.
Size and complexity of the website Many enterprise organizations have large or complex websites. It is not always possible or permissible to make changes to everything, for example due to legal, technical, or brand-related restrictions. The SEO strategy must therefore be scalable, capable of optimizing large numbers of pages, and must work within the given parameters.
Complex technical SEO issues The complexity of websites, from multinational websites to websites with millions of pages, requires a different level of technical SEO knowledge. With many traditional SEO strategies, a general audit usually provides a good basis for implementing optimizations. For enterprise organizations, a high degree of seniority and experience is required when it comes to technical SEO.
Cross-channel strategy Enterprise organizations have a great opportunity to use SEO within a cross-channel strategy. SEO makes valuable contributions to BoFu, MoFu, and ToFu content. With good management from within the organization or an external agency, enterprise organizations are able to distribute content via paid and non-paid channels.
Prioritization of optimizations Within any SEO strategy, it is obviously important to prioritize tasks effectively. For enterprise organizations, this usually involves a certain degree of complexity due to the various stakeholders, ongoing projects, and limited resources. That is why it is even more important to prioritize optimizations based on impact versus effort. For every enterprise SEO strategy, we therefore hold an impact mapping session at the start of the collaboration in order to define the priorities with all stakeholders.
1 Kennismaking A successful collaboration begins with an introductory meeting. During this meeting, we will discuss your challenges, needs, and goals. We will also explain how SmartRanking works. Based on this, we will determine whether there is a match between your needs and what we can offer you.
2 SEO presentation When there is a match between our organizations, we schedule an SEO presentation. During this pitch, we present our initial findings, a plan of action, information about what the collaboration will look like, and the objectives.
3 SEO Blueprint® After agreeing on the SEO presentation, we will start working with the SEO Blueprint® in the first month of the collaboration. The purpose of the SEO Blueprint® is to perform various crucial analyses and finalize the strategy. Deliverables during the SEO Blueprint® include a technical analysis, content planning, and setting up a tracking project.
4 Presentation of the strategy We present all findings from the SEO Blueprint® to stakeholders after completion of the SEO Blueprint®. In this presentation, we explain the potential and the planning for the coming months, among other things.
5 Optimization phase Once the SEO Blueprint® has been completed, we will start working on monthly optimizations. With monthly optimization sprints, we will work continuously with your team to improve your findability. In the monthly sprints, the work is prioritized based on impact versus effort, taking into account all possibilities and any limitations.
6 Monthly meeting schedule Each monthly sprint always starts with a monthly SEO meeting. During this SEO meeting, we review what has been done in the past month, what is planned for the coming month, and discuss trends and results. By scheduling a fixed contact moment for this, we ensure that everyone is aware of the SEO process. Once a quarter, we also schedule a quarterly evaluation to further improve our collaboration. We believe that a pleasant collaboration leads to better results.