How to Scale Your Enterprise SEO Program


Looking to evolve your SEO processes?

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

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

However, by taking a sophisticated, honed, and strategic approach, you can easily scale an enterprise-level SEO program.

On July 13, I hosted a webinar with Wayne Cichanski, VP of Research and 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 full presentation, Complete the form.

1. Capture consumer demand

Understand what consumers and your audience are looking for.

  1. Define your customer personas.
  2. Identify consumer demand along the journey.
  3. Find out what and how your audience is looking for your products.
How to Scale Your Enterprise SEO ProgramiQuanti, July 2022

If you don’t have content that matches the user’s journey, they can’t get to your site based on the demand they’re looking for.

You will want to create this content in order to keep this traffic on board.

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

2. Compile Keyword Data

Take that journey data, personality, that funnel connection and apply it to your keyword research.

Keywords should be content driven.

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

Group keyword data by similar intent

Map and group keywords by similar intent. Then, isolate and develop content that matches that intent.

One intent is equivalent to one page of content.

How to Scale Your Enterprise SEO ProgramiQuanti, July 2022

For Credello, these steps:

  • Became the foundation of their content strategy across all channels.
  • Translated into guidelines and brand voice.
  • Helped them chart the decision funnel and user journey.

[Discover Credello’s approach to capturing demand] Access the webinar instantly →

3. Assess your competition

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

The keyword landscape you just identified will define your markets, products, or services along this funnel journey.

This market landscape becomes your baseline, your North Star.

Compare market strength share

Compare these intents to your web pages and determine what you have in the market that is published and missing, such as a health check.

[See an example] Access the webinar instantly →

Identify the strength of a competitor’s SEO program

Know where and what your competitors are doing.

  • Market coverage.
  • Shared voice (SOV).
  • Content gap.
  • Strength of authority.

[Find out what each factor means] Access the webinar instantly →

4. Scale your content program

To fill important content gaps, you need to know what you’re trying to accomplish with your content.

It can be achieved by considering the following factors:

  • Countryside.
  • Published URLs.
  • Intent match.
  • Existing/new content.

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

5. Prioritize your efforts

Knowing what to do and when is essential.

Start by grouping tactics by effort and teams for concurrent workflows.

How to Group Tactics

Low Effort/High Impact Tactics

  • CMS page updates.
  • Content Changes.
  • Updates to key SEO attributes.
  • Disavowal of negative authority.

Longer Cycle Tactics

  • Net new content pages.
  • Infographics / Content 10x.
  • Model changes.

Sprint cycle tactics

  • Page speed.
  • The Vital Elements of the Core Web.
  • Model changes.
  • Global navigation.

6. Piggyback on sprint cycles

Sprint cycles allow you to make adjustments and progress.

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

How to Scale Your Enterprise SEO ProgramiQuanti, July 2022

Put your puzzle pieces into these template-level and page-level sprint cycles.

[See how Credello operationalized the program] Access the webinar instantly →

[Slides] How to Scale Your Enterprise SEO Program

Here is the presentation:

Join us for our next webinar!

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Image credits

Featured Image: Paulo Bobita/Search Engine Journal

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