Act in Supplement and You Will SucceedÂ
Today, I met a top player in the Canadian insurance industry, and left the pitch fairly impressed with their involvement in search marketing. Not only did they have a well run paid search campaign, run in-house, an seo campaign in the works, but to my surprise, were using Google insights for competitive research.
Of course, this begs the question – What could I possibily offer them? Efficiency and Foresight. A recent study proves that agency based SEO is upto 22% (correct me if I am wrong) more effective than in-house efforts. I can attest to this from experience, from working at one of the worlds largest forex brokers as an in-house specialist.
How To Engage in Enterprise SEO
There are a number of ways one can aid, expedite, and provide recommendations on the implementation of seo for the enterprise. First, it is important to identify the key problems enterprises face around seo in the first place:
- Red Tape or Lack of Corporate Buy-in
- Complex CMS – Staging Sites, Content Approvals, Process Queues
- Confusion Between the Roles of Marketing & IT Teams.
Now its time to fix these problems by offering the right solutions:
- One Time Corporate Buy-in for Agency Managed SEO Recommendations.
- Site Audit Document that Provides all SEO Fixes.
- Recommendations are Agency based, Implementation is IT based, and Marketing plans are brainstormed betweent the agency and marketing teams.
A short post, but hopefully something to think about before an enterprise SEO pitch.
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{ 2 comments… read them below or add one }
I don’t really have anything to add, as this is a topic I don’t know nearly enough about! However, I would love to hear more about it from you.
I’ve been in this situation myself some times wondering what I have to offer when their already doing a great job with onsite SEO and have inhouse for link building. They where even ranking for their major keywords and some pretty good longtail ones. So what did I have to offer? Well, I couldn’t come up with anything for SEO, but I did manage to sell them a lot of hours for work that improved their conversion rate!
@Kenneth – I’ll write about managing the SEO process for enterprise sites in another post. Especially the process of creating site audits, setting priorities, and matching them to the IT team’s task list.