Advocating for Enterprise SEO - From Silos to Scalability
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Otto group eCommerceTALKS November 2020 TLDR: https://starwarsintrocreator.kassellabs.io/#!/CMMNkuqbhw79wqNGAakN
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Advocating for Enterprise SEO - From Silos to Scalability
- 1. 1
- 2. 2012 - Early 2020 Agency-Side SMB to Fortune 1000s and Global 200s Today Client-Side Crate and Barrel Holdings (CBH) https://www.linkedin.com/in/reneegirard/
- 3. Enterprise SEO is a large-scale, comprehensive approach to search engine optimization for large websites that need scalable SEO strategies. 3 What is Enterprise SEO?
- 4. 4 1. Earning Buy-In 2. Automation/Scalability 3. Cross-Team Collaboration Top 3 Enterprise SEO Challenges
- 5. How do you make the business case for enterprise SEO? 5 Challenge #1: Earning Buy-In
- 6. 1. ROI Projections and Traffic Forecasting 2. Competitive Analysis and Quoting Google 3. OKRs and Agile User Story Writing 4. Test POC Before the Rest 6 Earning Buy-In // Solutions
- 7. ROI Projections // Traffic Forecasting Source: https://www.advancedwebranking.com/ctrstudy/ Source: https://www.searchenginejournal.com/calculate-roi-seo-targeting-keywords/380636/
- 8. Competitive SoV // Keyword Gap Analysis
- 9. Quote Google If All Else Fails URL Indexable? https://domain.com/training-courses/topic-name Yes https://domain.com/training-courses#f:@freftopics70412=[Topic%20Name] No Migration Risk: 100% loss of indexation and organic traffic for a single directory that drives ~7% of sessions. Google Search Central: https://developers.google.com/search
- 10. 10 Objectives and Key Results // (OKRs) I will [objective] as measured by [key results].
- 11. 11 Objective: I will [resolve localBusiness schema inaccuracies] Key Result #1: [100% parity between store hours and schema markup] Key Result #2: [Increase local 3-pack visibility in Google]
- 12. 12 Agile User Story Writing As a [role], I want [what], so that [why].
- 13. 13 As an [SEO], I want [search engines to parse the localBusiness schema with accurate store hours] so that I can [send the correct information to be displayed in Google local results].
- 14. Test POC on Test Pages and Tag Manager
- 15. 15 Challenge #2: Automation/Scalability How can we automate manual tasks and scale across the organization?
- 16. Automation/Scalability // Solutions 1. Team Specializations and Agile Workflows 2. Templates and Rule-Based Logic 3. Tools and Reporting
- 17. SEO as a Product Team // Specializations
- 18. SEO as an Agile Product Source: https://habr.com/en/company/hygger/blog/455022/
- 21. Enterprise SEO Tools Data Science & Edge SEO Plugins Technical Audits On-Page & Dashboards
- 22. SEO Product Roadmap Planning Tools Plan to Optimize at Least 2-3 Months Before Peak
- 23. 23 Challenge #3: Cross-Team Collaboration How can non-SEOs and SEOs work better together?
- 24. 24 Cross-Team Collaboration // Solutions 1. The Pareto Principle to Training 2. Influence 3. Compromise
- 25. 25 Pareto Principle for Training Non-SEOs Effort SEO Impact
- 26. 26 “Kindness Leads to Trust. Trust Leads to Influence. Influence Leads to SEO Integration.” - Master Yoda -
- 27. SEO Integration Leads to Profitability 27 Proactive SEO • Collaboration • Competitive Advantage • Commitment • Respect • Recognition • Accountability • Faster Response Times • Stronger Relationships • Education • Compliance • Profitability and higher ROI Reactive SEO • Handoffs • Exclusion • Mistakes at Launch • Risk • Conflict • Confusion • Intentional Skipping or Descoping • Dev Costs from Rework MoreofThis LessofThis
- 28. 80/20 Impact Mode 20% of time evangelizing, training, monitoring, and consulting with non-SEO teams 80% of time on strategic and advanced SEO projects and ongoing audits. 80/20 Chase Mode 20% of time doing SEO 80% of time putting out fires or chasing bugs/defects 80/20 Migration Mode 20% of time doing SEO 80% of time evangelizing and integrating SEO into processes. Enterprise SEO is 80/20 Impact Mode
- 29. 29 COMPROMISE...
- 30. 30
- 31. Synopsis // TL;DR 31 1. Enterprise SEO is a comprehensive approach to scalable search engine optimization strategies. 2. SEOs can earn buy-in with projections, motivation from competitors and Google, and POC testing. 3. Scaling enterprise SEO starts with the organizational and team structure, templates, rule-based logic, tools, and executing campaigns at least 2-3 months before peak. 4. Effective cross-team integration takes kindness to build influence, ongoing training, and when necessary, compromise. I have spoken.
- 32. 32
- 33. Audience Q&A 33 1. What are your top enterprise SEO challenges? 2. What solutions have not been and been successful? 3. How do you break down silos between SEO, marketing, and developers?
Notes de l'éditeur
- Hi everyone, my name is Renee Girard and I’m excited to talk about advocating for enterprise SEO and how you can move from channel silo to organizational scaling.
- I started in SEO about 9 years ago working on the agency-side I absolutely loved it! I consulted for different orgs of all sizes and industries. I especially enjoyed working for omnichannel retailers. 11 months ago, I decided to make the move in-house as the Sr. Manager of SEO for Crate and Barrel Holdings. Not only am I passionate about ecommerce and SEO, but I also really like Star Wars as you will quickly find out during this presentation. LOL.
- What Makes Enterprise SEO Different From Regular SEO? Large-scale, comprehensive approach to search engine optimization. It’s meant for large or complex websites with 10’s of 1000s of pages that need scalable SEO strategies Could mean targeting different countries/languages Large # of products Multiple domains like we have w/ Crate and CB2
- More pages = more problems and enterprise SEO has a plethora of its unique challenges In my experience, I’ve found the top Top 3 Enterprise SEO Challenges to be… Earning buy-in from executives Automation and scalability Cross-team collaboration
- Challenge #1: Earning Buy-In Our journey begins with earning buy-in (which depending on how you’ve been impacted by the pandemic, you may find is a lot easier than before COVID-19) Getting a broad nod of approval from leadership is simply not enough You need full support from both executives and developers to be successful This requires making the business case for enterprise SEO and integration into overall business operations
- Earning Buy-In - Repeatable and Continuous Solutions - Not One-and-Done Tactics Must start with illustrating the business impact with projections You can also leverage competitors and quote guidance directly from Google as powerful motivation Communicating what you want to do is essential and so is learning to write effective agile user stories and OKRs Proof of concept tests before deploying a change to a large pageset can save dev resources and minimize risk
- ROI Projections and Traffic Forecasting Execs love to see ROI! SEO is more difficult to prove than paid media even though we tend to generate the most traffic. Also, the pandemic made comp projections impossible. A couple of different options for what we can control = RANKINGS Can do potential traffic value projections using an enterprise SEO tool called BrightEdge Optional: It states the expected traffic value opportunity if we were to increase our ranking based on a conservative rank strategy and the estimated CPC forecast model The good news is that you don’t need any SEO software to do traffic projections because we can do it for free using click curves and automated G Sheets formulas to plug and chug (link provided below) Clicks / Impressions = Click-Through Rate % Click curve = average CTR per ranking position Massive lift in positions 5 and up where everything else barely gets the same CTR We can calculate traffic estimates based on our current visibility then apply it to average CTRs based on the desired ranking using formulas.
- Don't be afraid to leverage competitors to motivate leadership! Easier argument to make when you can show what our competitors are already doing and what they are ranking for SoV maps key competitors based on the estimated organic search market share Helps break away from forecasting issues caused by the pandemic as a measure of success relative to a specific keyword group compared to your SEO competition SoV is provided by different SEO tools like BE and SEMrush Keyword Gap analysis looks at the keywords you have in common and not in common with your nearest Google competitors Get results faster by focusing on optimizing your high-volume striking distance keywords or keywords that you are on the cusp of (think positions 7-20)
- Quote Google if that doesn’t work This tactic has worked so well for me in the past! Example: Ex-client wanted to implement Coveo search for a new faceted navigation. The migration would require the URLs for their /training-courses/ directory to change to non-indexable URLs using a URL fragment or hash sign The problem: G cannot index anything after the # because they don't consider it a unique page Implementing the URL changes would have resulted in a 100% loss of traffic for a directory that drove 7% of all organic traffic Panicked after multiple failed escalations to devs and the client Insisted that 301 redirects were all I needed to be involved in Result: Asked the question to the Google Webmaster Forum and Google’s, John Mueller responded and confirmed my fear that this URL structure was extremely unlikely to be crawled and indexed I showed the client the response from Google and only then they decided to not migrate the URLs and come up with another solution
- 5 min mark Communicate your enterprise SEO goals with OKRs or Objectives and Key Results OKRs resonate strongly with executives and can be used to guide outcome-based success
- Example: We found that most of our store pages were sending code called schema to search engines with inaccurate store hours information. The page copy was correct, but the code said we were only open on Mondays. We would translate it as follows…
- Writing clearly defined agile user stories in your PM system can save you a lot of time and help you implement changes quicker when working with developers in a scrum team. It also cuts down on the time needed for clarification and answers the the “WHAT, WHY, HOW” Format is… As a [role], I want [what], so that [why].
- We created the agile user story in JIRA to capture the task for the dev team to work on in JIRA like this… Also communicated the current and recommended states, sample code, and the exact pages with the issue for UAT. The more detail, the better!
- Test POC on Test Pagesets and GTM/DTM Implementation Testing POC is usually an option for everyone! Can be an easy win-win, especially if you aren’t sure something will work and is worth the effort to deploy For example, we wanted to fix our mobile pagination that was blocking rendering of PDP hyperlinks The fix required that all PDP links were shown in the rendered HTML across all PLPs High risk to web performance for low or unknown reward to Google Decided it was best to test it out on a small group of pages (about 5) then wait a month to analyze both web performance/speed and SEO Found that there was no impact to web performance and some SEO benefits to crawling so we decided to deploy the change sitewide Another way to test is with Google Tag Manager or Adobe’s Dynamic Tag Manager/Launch You can deploy schema markup and HTML tags such as meta robots, canonical, and even hreflang through those containers It’s accepted by Google and can save you a ton of time and bypass issues with CMS limitations, legacy tech stacks, and never ending backlogs Example: My ex-client was not convinced that fixing their product schema markup errors were going to be worth the dev effort plus their CMS was held together by bubblegum and duct tape Results: I partnered with analytics to deploy dynamic schema markup to 1000s of pages through Google Tag Manager tags Saved ~80% ton of time/resources, easily updated, automatically populated based on CSS
- The fundamentals SEO doesn’t change that much whether you’re working on a small website or an international enterprise. What does change is the scale. Once we’ve successfully demonstrated the enterprise SEO business case, we want to quickly scale across the organization by automating manual work as much as possible.
- Starts with how the SEO team is organized and their involvement with agile sprint deployments. Implement rule-based logic and templates for content/meta data. Using SEO tools for most of the heavy-lifting for alert notifications and real-time automatic reporting.
- But before we can scale, we need to establish where SEO sits within the organization and what the team looks like At Crate, SEO reports to Digital Product Management team within the ecommerce department - changes the organizational mindset that SEO is a must-do ongoing activity just like we treat checkout and app Product-led SEO team building expertise and specialization in local, technical SEO, content/on-page, and off-page
- SEO as an Agile Product and integrated into the Product Cycle That means that SEO is included in every aspect of the development process and gets dedicated scrum team resources More agile benefits: Shortens the feedback loop and allows usto get more buy-in by celebrating wins Goal: 20% of tickets for SEO each sprint = 4 SEO tickets deployed/2 week sprint Very effective considering most enterprise SEOs will wait at least 6 months or longer for just 1 tech SEO ticket to get implemented, especially when they are siloed off in the Digital Marketing dept with the typical agency org chart I am the SEO PO (Product Owner) Attend and have a voice in all scrum ceremonies Create JIRA cards Constantly reprioritizing the backlog and doing iterative auditing Focusing on what will make the biggest impact to the business and quick wins using the Impact & Effort Matrix to decision-making When necessary, we focus on SEO MVP or Minimum Viable Product which is what will have the biggest impact to organic visibility with the least amount of dev effort Shared consultancy across org and other scrum teams - SEO doesn’t exist in a silo! Meet biweekly with other Product Managers (PM) to plan sprints and discuss SEO priorities Ensure PMs know when to bring in SEO, especially for new projects which start with an SEO discovery
- Enterprise SEOs with 1000s of products should be automating your product title tags and meta descriptions as much as possible Example: Added rule-based logic that the title tag would update to include + Reviews if there was at least two customer reviews Meta description also automatically pulled in based on product description and name Results: Adding + Reviews boosted our visibility for product searches containing the word “review” in them Results continue to be up and to the right as demonstrated by Botify, my favorite enterprise SEO tool which uses GSC API data that unlocks sampled data and data past 16 months
- Templates can be used for more than just meta data You can experiment with creating a semi-automatic approach to writing content for similar pages Example: Deployed content templates for all of our store pages Identify content pillars based on user needs, customer service, and SEO research Create and send survey to all store managers Tabulated responses in Google Sheets columns Create formulas in Google Sheets to change the different variables for each store and create about 300 words of localized copy at the bottom of the page Results: Saved 90% of the time it would have taken to write 100+ pages by hand Did not negatively affect rankings Can be iterated and scaled for other brands
- Tools are typically in two main categories, both which leverage APIs for automated reporting: Technical for ongoing auditing and log file analysis Favorite tool is Botify and Screaming Frog (much cheaper alternative) Alert us via when something isn’t compliant for quicker problem spotting On-page for keyword analysis, tracking, and reporting dashboards BrightEdge and SEMRush (much cheaper alternative) Enterprise wants one metric to rule them all - I look at branded vs non-branded clicks and rankings Data science - for the savviest of SEOs You can automate SEO in many different ways using Python to create machine learning models for things like automatic alt attributes, meta data, and 301 redirect mappings Edge SEO - for when your platform really won't let you control anything Using serverless tech for SEO via a CDN like Cloudflare Workers For everyone else… Depending on your CMS platform, it may make more sense to install an SEO plugin to achieve quicker results with very little resources Extensions for automating schema markup, meta data, hreflang, and more
- SEO Product Roadmap Planning Tools - Product-Led SEO doesn’t operate in a vacuum, must work with other teams to integrate SEO into the overall ecommerce roadmap ProductPlan works really well for layering different roadmaps and cross-teams and Trello is great for day-to-day and is free Enterprise SEOs must plan to optimize each campaign at least 2-3 months BEFORE peak to be able to measure results and make any course corrections - SEO takes time and is a long game! You should be starting Holiday campaign planning in August ideally
- Final enterprise SEO challenge that we will all face is collaborating with cross-functional teams such as paid media, PMs, and especially developers (since so much of SEO we cannot actually do ourselves)
- Working better together starts with gaining an understanding of SEO through ongoing training, then building strong relationships and recruit SEO advocates, and knowing when to stand your ground and when to compromise
- Start by focusing on training non-SEOs using the Pareto Principle or 80/20 rule Teach non-SEOs how to do 20% of SEO that will make up 80% impact for their role Evangelize SEO with workshops/lunch and learn discussions Put into practice by writing a collaborative playbook and glossary together Example of Pareto Principle to Training: 404 errors (usually the top enterprise SEO technical challenge) and SOP
- “Kindness leads to trust - trust leads to influence - influence leads to SEO integration” These Famous paraphrased words of wisdom from master Yoda are the secret to cross-team collaboration Be kind to one another, try to build personal connections to create trust = SEO army to advocate for you Can be a bit more challenging when working from home Example: show you speak the same language especially with developers Ex. - show you understand common CMS platform limitations, their development cycle, and that SEO priorities are aligned with business priorities
- SEO integration into business operations leads to profitability and partnership to reach ROI quicker If you can establish enterprise SEO operations and integrate organic into your business operations, you can become a proactive vs reactive SEO Reactive SEO’s just “SEO it later” which costs money, time, and harmony = REWORK
- Siloed SEOs are often stuck in the 80/20 chase mode where they are spending most of their time fighting fires and just reacting to all the problems happening from omitting SEO Enterprise SEOs operate in the 80/20 Impact Mode You’re spending 20% of the time evangelizing, training, monitoring, and consulting with non-SEOs 80% of the time on strategic and advanced SEO projects and ongoing auditing to spot problems before they launch
- Final strategy for cross-team collaboration is compromise Must know how to play nice with one another Ask: can it wait? Pick your battles carefully Fight for the must-haves, compromise on the nice-to-haves SEOs have to accept that not every SEO best practice is worth fighting for Can’t fix everything, especially when you’re battling outdated tech Optional: Even if you didn’t win this battle, you can still win the next war...the star war
- If you can do all this consistently….then Enterprise SEO Victory is imminent!
- TLDR - Instead of reading off this slide, why not continue with the Star Wars fun... Enterprise SEO is about building scalable SEO strategies SEOs can get buy-in with projections, motivation from competitor data and Google guidance Scaling starts with organizational structure of the team, creating templates for content and meta data, leveraging SEO tools and coding languages Cross-team starts with kindness, training and when needed, compromise