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 overseen by an online marketer or the marketing manager. In enterprise organizations, we generally see that there is an in-house SEO specialist, and in some cases even an entire 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’s important to effectively engage these various stakeholders in the SEO strategy and its results. There are always many tasks to complete, and many of them take priority, which means SEO efforts can quickly get buried. This is especially true because the results of SEO efforts usually take several months to materialize. That’s why it’s important to share even small successes and gain buy-in from all stakeholders.
Scope and complexity of the website Many enterprise organizations have large or complex websites. In such cases, 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 operate within these constraints.
Complex technical SEO issues Due to the complexity of websites—ranging from multinational sites to those with millions of pages—a different level of technical SEO expertise is required. With many traditional SEO strategies, a general audit usually provides a solid foundation for implementing optimizations. For enterprise organizations, a high level of expertise and experience is required when it comes to technical SEO.
Cross-channel strategy Enterprise organizations have a great opportunity to incorporate SEO into a cross-channel strategy. SEO makes valuable contributions to BoFu, MoFu, and ToFu content alike. With effective management from within the organization or by an external agency, enterprise organizations are able to distribute content through both paid and unpaid channels.
Prioritizing Optimizations Within any SEO strategy, it goes without saying that effectively prioritizing tasks is crucial. For enterprise organizations, this typically involves a certain degree of complexity due to the various stakeholders, ongoing projects, and limited resources. That’s why it’s 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 our collaboration to define priorities with all stakeholders.
1 Introduction A successful partnership starts with an introductory meeting. During this meeting, we’ll discuss your challenges, needs, and goals. We’ll also explain how SmartRanking works. Based on this, we’ll determine whether there’s a good fit between your needs and what we can do for you.
2 SEO Presentation When there’s a good fit 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® Once the SEO presentation has been approved, we’ll get started on the SEO Blueprint® during the first month of our collaboration. The goal of the SEO Blueprint® is to conduct various critical 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 the stakeholders upon completion of the SEO Blueprint®. In this presentation, we explain, among other things, what the potential is and what the plan is for the coming months.
5 Optimization Phase Once the SEO Blueprint® is complete, we’ll get started on the monthly optimizations. Through monthly optimization sprints, we’ll work continuously with your team to improve your online visibility. During the monthly sprints, tasks are prioritized based on impact versus effort, while taking into account all possibilities and any limitations.
6 Monthly meeting schedule Every monthly sprint always begins with a monthly SEO meeting. During this SEO meeting, we review together what was addressed in the past month, what’s on the schedule, and discuss trends and results. By scheduling a regular meeting for this purpose, we ensure that everyone is up to date on the SEO process. Once a quarter, we also schedule a quarterly review to further improve our collaboration. We believe that a positive working relationship leads to better results.