This was going to be my next enterprise SEO column for Search Engine Land until I thought twice about submitting it there. However I don’t want to waste it either so I’ll give it a try here. I’m not sure where this falls in the fun to cheesy continuum, but hopefully there are some useful tips in it too. What do you think?
What enterprise SEO truisms can be found in famous TV catchphrases? Quite a few it turns out.
If you’re still here let’s hope words like “clever” and “fun” are now coming to mind instead of “incredibly cheesy” or “embarrassing.” Either way I had a deadline to meet!
In any case, here are eight truths about enterprise SEO as told by famous TV characters:
1. “Whatchoo talkin’ ’bout Willis?”
Arnold Jackson, Diff’rent Strokes
In large organizations the various departments and business units tend to speak their own language and everyone has different priorities. As such it is vital to establish a framework for SEO initiatives and communication that resonates with each.
This also emphasizes the importance of advocacy and training. The details of SEO are still unknown to many people and as importantly there are a lot of misconceptions out there.
Homer Simpson, The Simpsons
SEO mistakes happen often, especially with large sites. To be abundantly clear I am not comparing tech and product teams to Homer Simpson! However the fact is that whenever there is a redesign, migration or new project there are bound to be SEO issues that require attention.
For this reason regular monitoring and periodic site audits and reassessments are essential. In addition SEO feedback should be provided at each stage of the development cycle to catch things ahead of time.
Mistakes aren’t always technical either. SEO missteps from well-intentioned editorial and marketing teams are just a common, which is why ongoing training and oversight are needed.
3. “Danger, Will Robinson!”
Robot, Lost in Space
Also take advantage of the Webmaster Tools API to gain full access to all of the Google Webmaster Tools error data for your sites.
4. “Yada, yada, yada.”
Elaine Benes, Seinfeld
The main point here is don’t skip over the details!
Not everyone needs all the information at every phase, but when it comes to execution make sure the right people have the proper specs and documentation.
5. “Make it work.”
Tim Gunn, Project Runway
I have to admit that I’ve never seen Project Runway but this is apparently a well-known saying from the show.
When it comes to enterprise SEO you’re never going to get everything you want and things can take a lot longer than you’d like. But you’ve still got to deliver results so find a way to make it work.
Prioritizing recommendations helps to ensure that the most important things get attention. Assigning a level of impact and level of effort to each gives you a meaningful system to use in making compromises.
J.J Evans, Good Times
Analytics and reporting are critical. You need to tell the story well to win hearts and minds, maintain momentum and secure new resources when needed.
The level and style of reporting should be tailored to specific audiences. In most cases keeping it simple is best. Graphs and charts are a great way to illustrate the key points.
Fonzie, Happy Days
Successes like significantly increasing YoY non-branded search traffic or effectively leveraging social media for SEO are actually really cool. Just saying.
8. “I love it when a plan comes together.”
Hannibal Smith, The A-Team
Enterprise SEO is as much about project management and interdepartmental coordination as it is about analysis and solutions. Putting a solid plan in place and seeing it all the way through is going make all the difference.