SEO and marketing departments have long been viewed as at-odds: SEO is a tactical, technical discipline – the province of developers and online marketers – while marketing departments need to be outwardly focused on brand building and lead generation. But one thing we all share (whether we’re aware of it or not) is our dependence on search engines to drive traffic. And in the past few years, Google and other major search engines have taken an increasingly active role in enforcing standards and rewarding companies that go above and beyond traditional website optimization.
The result: SEO has gone mainstream, crossed over into the C-suite, and become a vital part of nearly every business plan — including the high-level strategic plans of Fortune 500 companies.
Enterprise SEO is about applying white-glove targeting to traditional website optimization tactics, using CRM data and executive buy-in to drive better results that are fully integrated into company goals. This guide will show you how to make Enterprise SEO a reality within your organization with actionable steps you can take right now. [ARTICLE END]
Marketing and SEO, while popular terms, are used in a broad sense and encompass several different activities. For some companies, marketing is all about brand and lead generation. For others, it’s also an umbrella term for SEO. What exactly do these entail?
Marketing: This encompasses more than just websites or even branding; some organizations consider marketing as an umbrella term for everything that they do on the web. Marketing is not just a website or some social media profile. Marketing is also paid media, to some degree.
Marketing’s goal: Create brand awareness, thought leadership, and lead generation through all touchpoints (website, social media, mobile apps).
A successful marketing department will be able to track its effectiveness by looking at funnel metrics like cost per lead or cost per sale compared with the quality of leads and sales they receive.
SEO: This is the practice (and in most cases, art) of optimizing a website for search engines to rank higher in organic search results. Think about your own behavior when you use Google. When searching for something that you want to buy or read up on, you’ll typically start with Google and use it to find your preferred company. When you type the name of the website you want to visit, Google tries to guess what you’re looking for and provides a list of options, usually 10 or so results.
The first page is where most people stop their search. Most users don’t click beyond the first few listings on Organic Search Results because they’re usually satisfied with the answers they find.
SEO’s goal: Get website into top 10 results of Google search, relevant to keywords that are used by customers when looking for a product/service.
For the majority of websites, SEO is still an important part of their marketing efforts. For some companies, it can be even more critical to their success, as they depend on it to attract and retain customers.
Enterprise SEO: This is an extension of traditional SEO, though not exclusive to larger organizations (enterprises). Enterprise SEO takes traditional SEO tactics and applies them at scale using CRM data along with executive buy-in to drive better results that are fully integrated into company goals.
Enterprise SEO is about applying white-glove targeting to traditional website optimization tactics, using CRM data, experts like Detroit marketing agencies, and executive buy-in to drive better results that are fully integrated into company goals. This guide showed you how to make Enterprise SEO a reality within your organization with actionable steps you can take right now.