In our Enterprise SEO work, we have had the good fortune of working alongside
the executives and in-house teams at many of the world’s biggest brands and
most prolific publishers of content.Like many smaller businesses, one person is
usually tasked to set the strategy and assemble the experts who can execute on
the necessary tactics underlying that strategy.
These are the 10 people that person has on speed-dial or more likely email
and IM to get the job done.
1. The C-Level Executive
If there is not some sort of top level advocate for
search engine optimization
companies, good night now! SEO is a tough, continuous process in which the
results do not manifest themselves in completely evident or attributable
ways.Even worse, if the teams at the search engines turn a knob too hard, much
of your hard work can be wiped out and that search market share sent to your
competitors. In many ways, it is a huge leap of faith and you will have to
educate those you rightfully fear it to be a boondoggle.Some C-Level Executive
(hopefully, more than one) is going to have to step forward and lead the
charge. If SEO is not baked into the DNA and soul of a business, it is probably
going to be an exercise in futility.The SEO Leader, in-house or enterprise SEO
consultants need to be in constant communication with the leadership to keep
them apprised of the campaign. Good or bad. Your credibility is your only
currency with the leadership.
2. The Google
Much like how every guy at a bar will tell women he was a door gunner on the
Space Shuttle, the running joke is that every has a secret source inside of
Google to call upon.While you may not be able to text Matt Cutts at 3 a.m., you
should make sure you have some line of communication into Google should
something ever go awry. While everyone is chasing Matt around the Web and at
conferences, nobody is paying attention to the numerous product leads or other
engineers who are actually quite approachable themselves.
3. The Product/Design Manager(s)
Just like a motorcycle rider should assume every car or truck on the road is
trying to kill them, every
seo
company should assume Product and Design are trying to kill them on every
update. Unwinding the mistakes after they are released is going to destroy all
your credibility and may not even be an option.A good relationship with Product
and Design will result in things getting done quicker, the site performing
better, and the happy place known as “SEO/UX coordination”.
4. The SEO Consultants
No matter what industry you are in, there are a few “Hired Gun” SEO
consultants out there for you to leverage. We work with a lot of incredibly talented
in-house teams and it would be a mistake to think we are being brought in
because the internal team lacks talent. We are not there to take their jobs,
undermine them, or steal their budget.In many instances, it is the opposite.
After we leave, quite often the internal teams have external validation,
forward-looking enthusiasm with the executives, and the benefit of our broader
market visibility to impute into their campaigns.
5. The Social Media Manager
Every SEO leader should have a great relationship with the Social Media
Manager. If you have not spoken to yours, I’d suggest,
“Hey, can I have
some of your budget?” as an ice breaker.SEO and Social Media working
together is more than the ability to leverage Social Media to shake out some
links. With the engines getting better at determining relevance of social
signals and branding signals being a desired profile to search algorithms,
social media activity is having an effect either directly or indirectly on your
SEO campaigns.
6. The PR Manager
Much like Social Media, utilizing Public Relations to yield positive signals
to the search engines should be a no-brainer for any Enterprise
seo services. Why work at a big brand if you are not
interested in leveraging it? Many times, Public Relations departments have no
idea how their activities can drive Web Search, News Search, Mobile Search or
even Local Search. It would not be the worst idea in the world to grab the
Social Media Manager, head down to the PR office, and start talking about
Influencer Marketing and Management.
7. The Tech Manager
The first thing an SEO lead should ask for is a designated
technical/developer resource.If your campaigns have to sit in the queue and
wait on a broader tech team between iterations, you are effectively dead in the
water. Make your Tech resource(s) feel pretty and watch how quickly things get
done.
8. The Analytics Manager
You cannot manage what you cannot measure. The Analytics or Business
Intelligence Manager is basically keeping the lights on at your own personal
gold mine.Whether it is compiling reports to various departments to convey
successes and challenges or combing through user data to help you assign your
effort to monetary goals, the Analytics Team can quickly help you translate art
into science.I have seen many businesses in the same industry get killed by
another simply due to one business being able to communicate their successes
better. That communication led to quicker and more budgeting and that led to
market share.
9. The Business Development Manager
I am a Link Guy. As such, I am extremely fond of the Business Development
function in our clients’ businesses. Business Development organizations are the
single most underutilized opportunity to build links in big brands. Whether it
is content/product syndication, co-branding with partners, or even sponsoring
local events, I love me some Business Development. An
best seo services who can
leverage their Business Development department can control more of their
future. Teach these guys deal terms and how to hunt deals that reinforce
all those niche market signals inherent of TrustRank in your industry.
10. The Sales Manager
At the end of the day, rankings are a hollow victory unless they somehow
translate into revenue. Having a good working relationship with your
Sales group will save you a lot of time in understanding where to allocate your
efforts. The really smart SEO teams also understand the concept of a
Sales Cycle and how it affects internal planning.
seo firm