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How To Scale Your Enterprise SEO Program

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How To Scale Your Enterprise SEO Program

Looking to scale your SEO processes?

Are you equipped to factor in the ever-changing digital landscape into your plans for growth?

Any marketer would agree that scaling in today’s digital age can be a complex challenge.

However, by taking a sophisticated, fine-tuned, and strategic approach, you can seamlessly scale an SEO program on an enterprise level.

On July 13, I moderated a webinar with Wayne Cichanski, VP of Search & Site Experience at iQuanti, and Anwesha Mazumdar, head of Credello.

Cichanski and Mazumdar presented a scalable SEO program that works.

Here is a summary of the webinar. To access the entire presentation, complete the form.

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1. Capture Consumer Demand

Understand what the consumers and your audience are looking for.

  1. Define your customer personas.
  2. Identify consumer demand across the journey.
  3. Discover what and how your audience is searching for your products.
iQuanti, July 2022

If you don’t have content matching the user journey, they can’t enter your site based on the demand they’re looking for.

You’ll want to create that content in order to keep that traffic on board.

How do you create the content your audience is looking for? Start by compiling keyword data.

2. Compile Keyword Data

Take that journey data, the persona, that funnel connection, and apply that to your keyword research.

Keywords should be driven around content.

[3 ways to approach keyword research & how Credello did it] Instantly access the webinar →

Group Keyword Data By Like-Minded Intent

Map & group keywords by similar intent. Then isolate and develop content to match that intent.

One intent equals one content page.

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How to Scale Your Enterprise SEO ProgramiQuanti, July 2022

For Credello, these steps:

  • Became the foundation for their content strategy across channels.
  • Got translated to guidelines and brand voice.
  • Helped them chart out the decision funnel and journey of the user.

[Discover Credello’s approach to capturing demand] Instantly access the webinar →

3. Assess Your Competition

Know the key metrics to identify the health of your competitors.

The keyword landscape you just identified will define your markets, products, or service across that entire funnel journey.

That market landscape becomes your baseline, your north star.

Compare Market Strength Share

Compare those intents to your web pages, and figure out what you have in the market that’s published and missing, like a health state check.

[See an example] Instantly access the webinar →

Identify The Strength Of A Competitor’s SEO Program

Know where and what your competitors are doing in terms.

  • Market coverage.
  • Share of Voice (SOV) position.
  • Content gap.
  • Authority strength.

[Find out what each factor means] Instantly access the webinar →

4. Scale Your Content Program

To close significant content gaps, you’ll need to know what you are trying to achieve with your content.

It can be achieved by taking into account the following factors:

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  • Landscape.
  • URLs published.
  • Intent match.
  • Existing/New content.

[Dive deeper into each element and see how Credello did it] Instantly access the webinar →

5. Prioritize Your Efforts

Knowing what to do and when is critical.

Start by grouping tactics by effort and teams for concurrent work streams.

How To Group Tactics

Low Effort/High Impact Tactics

  • CMS page updates.
  • Changes to content.
  • Updates to primary SEO attributes.
  • Disavowal of negative authority.

Longer Cycle Tactics

  • Net new content pages.
  • Infographics / 10x content.
  • Template changes.

Sprint Cycle Tactics

  • Page speed.
  • Core web vitals.
  • Template changes.
  • Global navigation.

6. Piggyback On Sprint Cycles

Sprint cycles allow you to make adjustments and progressions.

Since the sprint cycles are already planned, dedicated, and targeted to a particular page, template, or initiative, you just add SEO value to that.

How to Scale Your Enterprise SEO ProgramiQuanti, July 2022

Put your puzzle pieces into those sprint cycles on a template and page level.

[See how Credello operationalized the program] Instantly access the webinar →

[Slides] How to Scale Your Enterprise SEO Program

Here’s the presentation:

Join Us For Our Next Webinar!

Getting Started In SEO: 10 Things Every SEO Strategy Needs To Succeed

Are you looking to start an SEO strategy for your business? Learn the ten things every SEO campaign needs to succeed.

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Image Credits

Featured Image: Paulo Bobita/Search Engine Journal

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SEO

Aftermath Of August 8 Google Outage

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Aftermath Of August 8 Google Outage

Google experienced a major outage this week that affected Search and Maps. Publishers and SEOs also reported problems with search indexing.

The problem seems to largely be resolved, although earlier today there were still some pockets reporting ongoing issues.

Ranking Disruptions

Many people reported disruptions in rankings, and some thought it was due to a ranking update.

One panicked individual posted a discussion on WebmasterWorld about lost rankings:

“I’ve noticed something that really worries me. Some of the main keywords got dropped from 1-2nd place to 10th.

This happened overnight, yesterday everything was fine. Today what I see is that keywords are going from top positions to the bottom of 1st page.

The reason is quite obvious at least in my eyes – the displayed URLs are not relevant. For example, our top ranking page for many commercial keywords was changed (by Google) with a page that is almost not relevant.

…Something else I see is that when using site:sitename.com the indexed pages dropped again overnight from ~230 to 169! The home page in the local language does not show anywhere.”

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On August 10, 2022, the person who started the discussion reported:

“Things seem to be back to normal at least for our website.”

Many others on Twitter and Facebook are also saying no further issues are lingering around.

Indexing Issues

An area that the mainstream media didn’t report was an indexing issue. Many in the search community posted about problems with indexing.

Marie Haynes asked if anyone was still seeing problems with indexing:

Some reported that things were back to normal or beginning to return:

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Google uses data centers all around the world, and changes introduced to search have historically taken time to spread worldwide.

Google Apologizes

The Guardian reported that a Google spokesperson apologized for the outage and explained it was due to a software update (that caused unintended consequences).

“We’re aware of a software update issue that occurred late this afternoon Pacific Time and briefly affected availability of Google search and Maps,” they said.

“We apologise for the inconvenience. We worked to quickly address the issue and our services are now back online.”

Google rankings and indexing issues should be resolved now; if they haven’t, give it a little more time.

If they haven’t changed by the end of the week, it is possible that it could be unrelated to the outage because coincidences do happen.

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Featured image by Shutterstock/Bilanol

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