Enterprise SEO.The problem is not knowledge, it is coordination.
In a large company SEO rarely fails on knowledge. It fails because a change has to pass four teams, two agencies and a quarterly plan that closed three months ago.
What you get
What is different here.
The technical side is much the same as anywhere, only bigger. The real work is getting the changes shipped at all.
Large sites
At this size, crawl budget and templates decide more than individual pages do.
- Crawl budget and log file analysis
- Optimisation at template level, not page level
- Controlling duplicates from filters and parameters
- Information architecture
- Prioritising by business value
Working with the teams
A recommendation that never enters the development plan does not exist. So we join their process rather than send a document.
- Tickets in your system, not in a PDF
- A seat in sprint planning
- SEO requirements inside the definition of done
- Training for the development team
- A review on staging before release
Several markets and languages
Large companies almost always have several versions of the site, and almost always at least one broken one.
- Hreflang and reciprocal tags
- A strategy per market, not a copy
- Local teams working to shared rules
- Stopping your own sites competing with each other
- Reporting per market
Reporting for the board
An SEO budget is defended with numbers a board understands. Rankings are not those numbers.
- Revenue and enquiries from organic search
- Share of search against the competition
- The value of the traffic expressed as ad spend
- Progress by quarter
- A forecast built on measurement, with the assumptions stated
How it runs
How we come into a large company.
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Months 1 - 2
A snapshot
A technical audit, the measurement, and a conversation with every team that touches the site.
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Months 2 - 3
Priority and plan
What is worth most, what is feasible and which team it goes through. A plan that fits their calendar.
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Month 3+
Delivery
Through the existing development process, in batches, with a check after each one.
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Quarterly
The board report
One page of numbers that hold up in front of someone who does not know what a canonical is.
Who this is for
Who it works for, and who it does not.
It makes sense if:
- You have a site with several thousand pages, or several markets
- You have an in-house team that can ship the changes
- SEO is already in your plan and it is not moving
It does not make sense if:
- You have no influence over the development team or the plan
- You want a supplier to do all of it alone, with none of your people involved
The most common reason this fails in large companies is not a bad strategy but that nobody has the authority to carry it out. We settle that question in the first meeting.
Frequently asked questions