This first part of our series covers how SEO Teams will fit into large organizations in the future. Everything talked about by these in-housers are what we do with our clients, so it will be good. Enjoy!
Question We Asked Two Leading Inhouse SEOs :
How do you see SEO fitting into large organizations in the future?
The SEO is the educator, the observer, and provides ongoing consulting @keithgoode interview by @jessicabowman bit.ly/N50EKy
We also asked AOL’s Director of Audience Development, Simon Heseltine:
SEO must be integrated with social...w/a lot of cross team integration @SimonHeseltine interview by @jessicabowman bit.ly/N50EKy
Funny: "Well SEO’s dead, we all know that. It dies every few months" @SimonHeseltine, interview by @jessicabowman bit.ly/N50EKy
Here are a few of my thoughts on the subject:
- SEO will not operate in a silo, they’ll be in everyone else’s silo. The SEO industry has said for many years that SEO can’t operate in a silo, but big brands haven’t pulled it off well -- and despite this, they can still do very well with SEO. But, in the future, if SEO teams continue in being stuck solely in their own silo , they will struggle to grow as the competition figures out how to get SEO into other silos. This is going to be what sets apart the leaders versus the laggards.
- Development will have a highly technical SEO collaborating with developers. While this has always been the case, as websites become more sophisticated it has become increasingly more important, especially for enterprise-level organizations with $20 million - $2 billion in SEO revenue annually where a single release could easily cause a $1 million loss or more. We are being engaged to train development teams more and more, indicating that some companies recognize not only does the SEO team need to know SEO, but so does development. The ability to make developers an extension of the SEO team will set apart the leaders versus the laggards.
- Teams who influence links from other websites will execute in line with the SEO strategy. This need for non-SEO teams to influence links to do things to help SEO is nothing new. However, the easy-to-get links have been obtained, and now you need to be more strategic to outscore the competition in this pillar of the SEO formula. The problem is most big brands, candidly, suck at this. Link building isn’t going away, in fact Google said that experiments reveal that search results are worse when they don’t consider links. This means SEO teams need to collaborate with any department or role who can influence links to the website to pass more sophisticated indicators to search engines. These teams include areas such as brand partnerships, teams who manage OEMs, public relations, social media and more. Whether or not these non-SEO teams execute will set apart the leaders versus the laggards.
- SEO managers will be the most “in-the-know” in the company. When SEO is pulled off right, the head of SEO knows what is going on in every department. The problem with most brands is that SEO is the ugly red-headed-stepchild and one of the “least-in-the-know”. I know SEO can be the most “in-the-know” because when I was an in-house SEO, I was far more in-the-know on other departments’ projects than other people I was working with -- because they were working with me! I was able to bring people up-to-speed on other projects, suggest teams collaborate together, and more. The companies who are leaders in SEO will have a SEO manager and team who knows what every group is doing because they are collaborating with all departments to maximize opportunities in search engines.
Want to get your questions answered by other big brand SEOs?
This is just a small taste of the insights you can get from asking other in-house SEOs pin-pointed questions. Here’s how you can do more of it:
- Join us at the In-house SEO Exchange! You’ll get a full day of in-depth personal knowledge from the experts and answers to your specific questions (or 2 days, if you join us at the 2 Day Enterprise Level Exchange in Santa Monica).
- Attend one of our in-house SEO happy hours - join our mailing list in the form below to get announcements
- Submit a question to email@example.com and we'll consider it during our upcoming interviews with the industry's leading in-house SEOs.