Scaling SEO at Enterprise Companies by Eliminating Obstacles
Jul 19, 2019|Read time: 25 min.
- Enterprise SEO is different. If your website has more than 6,000 pages, for example, you’ll need to build scalability into your SEO program in order to be effective.
- Focus on ROI. Getting executive buy-in for your proposed budget is a whole lot easier if you put yourself into the mindset of the C-Suite.
- Use technology and workflow tools to scale your SEO activities.
- By working with an SEO company with enterprise experience, you’ll be able to free up bandwidth and secure recommendations based on expertise acquired from solving a range of complex SEO challenges.
- Spearhead cross-departmental collaboration to eliminate silos.
- By relying on dashboards, you’ll be able to scale your reporting, with different dashboards serving different consumers of your data.
Do you work at a large enterprise with a website consisting of thousands of pages? Do you struggle to scale your SEO due to the volume of pages and all of the complexities involved?
The following tips will address the unique SEO considerations that enterprise companies face. I’ll also reveal the strategies and tools you’ll need for scaling SEO efficiently across the enterprise no matter your company size.
How enterprise SEO is different
To really understand how different enterprise SEO is from SMB SEO, it’s helpful to start with an enterprise example. Let’s look at IBM, an enterprise company with over $80 billion in revenue. IBM has 350,000 employees. They’re in 170 countries. They cover 19 industries. Their site has over 6,000 web pages. How can IBM move the SEO needle when dealing with such complexity?
Doing that requires really big, really robust, really scalable SEO solutions.
What you’ll need to do before scaling SEO
Enterprise SEO is about setting up the right processes and systems to increase your output efficiently. It’s about setting up templates and automation. It’s about making sure key stakeholders and departments are integrated into your digital marketing plan.
To effectively scale SEO at a large enterprise, you’ll need access to an appropriate budget. That means you need executive buy-in.
You should also be ready to work with other departments beyond marketing. It may be necessary to coordinate with web development, product management, and customer support to ensure everyone is working towards the same goal. If you’re struggling with department integration, read our post about integrated marketing.
Have you ever heard the joke, “How do you eat an elephant?”
The punchline is “One bite at a time.” Eating the elephant one bite at a time has become a popular metaphor in business, meaning you should break up impossible tasks into manageable chunks.
Well, enterprise SEO is a little different. You’re not trying to eat the elephant one bite at a time. You’re coordinating a feast. It’s your job to find the people, systems, and strategies to get that elephant off the plate as quickly and thoroughly as possible. When we’re talking about SEO for ecommerce product pages that number in the thousands, one bite at a time simply won’t make a dent.
Scaling SEO to meet the unique needs of a large company starts with planning. Here’s how to get started on the right foot.
Calculate the target ROI
Conduct an initial, high-level SEO audit to uncover the tools and resources you’ll need to achieve your specific objectives. Then, design an SEO budget broad enough in scope to cover everything you could possibly need to to improve SEO performance.
Factor in costs covering: staff members; outsourced experts; SEO tools like Moz, Ahrefs, Majestic, STAT, and DeepCrawl; project management tools; costs associated with the development team; and content management tools like CoSchedule, NewsCred, and Skyword.
Calculate the SEO ROI you expect to achieve so that you can begin the process of justifying the SEO budget. Use keyword, traffic and conversion rate data, as well as average order value, and customer lifetime value (CLV) to extrapolate how many customers and how much more ecommerce revenue you’ll generate.
Calculate your costs to acquire new customers. Use real-world data that includes your site’s own history, as well as competitive landscape data using SEMRush, Spyfu, Ahrefs, and other related tools. Then predict the impact your SEO strategy will have.
Calculate how far you will drive down your traffic acquisition costs through SEO which will help your brand to reduce over-reliance on paid search. Our clients often are able to achieve acquisition costs between 10¢ and 25¢ on the dollar through SEO compared to paid search. Such achievements should be factored into your SEO ROI calculations, which can have a drastic impact on budgets.
Our clients often achieve 75% lower customer acquisition costs through SEO.
Get executive buy-in
Getting executive buy-in for your proposed budget is a whole lot easier if you put yourself into the mindset of your C-Suite team. They’re too busy to care about the details, but they do care about results. That’s why you’ll want to make your marketing ROI as cut and dried as possible. In other words, focus on clear results over intangibles like impressions or brand awareness.
Your executive team will want to know the KPIs you’ll rely on. They’ll also want to know if there’s any way you could get the same ROI for a reduced cost.
Your executive team will also want to know when to expect results. With this question, it’s important to be realistic and set the correct expectations. When you first create an SEO strategy, it will likely produce minimal gains for months before it picks up steam.
SEO is a long-term play. Educate executives on the time required to generate results rather than overpromising now and landing in hot water later. Walk them through projections for the first six months, the first year, the second year, etc.
It’s critical that executives see the long-term potential of SEO. It’s equally important that they understand the impact on reducing paid search acquisition costs. You’ll need their patience to allow your SEO program to gain traction before achieving compounded results over time.
The more your executive team can genuinely understand SEO on an intuitive level, the more likely they are to be on board. And the less likely they are to make unrealistic demands.
Conduct an SEO audit
Once you have buy-in, conduct a full, comprehensive SEO audit. An audit on this scale requires a more complete set of tools and thoroughness than an audit for a website with 100 or 200 pages. Enterprise websites can be thousands of pages. That’s not even including the subdomains where blogs, knowledge bases or other resources may reside.
Conduct a full crawl with a desktop crawling tool like ScreamingFrog or a server-based crawling tool like DeepCrawl. Make note of errors and set the program up to run at weekly or monthly intervals to track changes.
Your content audit will go far beyond a crawl, though. You’re also going to:
- Examine your XML sitemaps
- Check for duplicate content
- Make sure the right tags are on each type of page
- Diagnose technical issues
- Check page load times
- Ensure mobile usability
- Confirm the site’s indexing
- Check the website architecture
- Conduct competitor research, and so on
And of course, you don’t have to do this on your own. Because audits are a very clear deliverable, you can easily outsource them to an SEO company with enterprise SEO experience. Use the audit to assess the baseline from which you’ll measure results and to create the SEO strategy. Templatize the audit for future use, helping your organization to become more efficient.
Leverage integrated marketing
Your SEO audit is going to uncover a lot of takeaways for other departments, from web development to PR. Without the right interdepartmental planning, nobody will prioritize your requests. Coordinating across departments at enterprise companies needs to happen on a scale that cuts through as much bureaucracy as possible.
To do this, it’s essential to involve other departments in your planning as early as possible. Include them in the audit and strategy development so they’ll be active participants in the process.
When you receive requests, educate as needed to help them understand the “Why.” If other departments will not allocate the funds or resources to SEO, you won’t get even the most brilliant strategy off the ground.
Learn more about the power of integrated marketing.
Use project management and workflow software
At enterprise businesses, it’s imperative that you find ways to communicate that don’t involve sitting everyone down in the same room. Project management and workflow software is the smartest way to manage communication and projects across the whole company.
Whether the people you need are across the building or across the planet, make sure everyone adheres to the same system and protocols. Project management falls apart when everyone uses their favorite system. Things also break down when you find a shiny new tool every six months. Because of this, it’s best to have conversations about consolidation and standardization at the highest level you can.
You should also determine which software is critical for your operations. When you cut non-critical items more teams will use the same software and you’ll save money.
Partner with an SEO company (not an SEO agency)
SEO agencies generally outsource work to other vendors. That means content could come from a mill while off-page SEO is layered on as an afterthought. Some agencies may outsource technical SEO while larger firms might employ a single in-house “SEO expert.”
All of these moving parts make scaling SEO difficult through an agency. What’s worse, content feels patched together, and it’s often misaligned with your brand voice.
On the other hand, scaling SEO is a whole lot easier if you partner with an SEO company like Terakeet. We build and execute our enterprise SEO strategies under one roof. That means our entire team is intimately familiar with your brand and your marketing strategy.
Terakeet helps businesses soar to new heights, as well as turn turnaround tailspinning companies ensnared in the aftermath of a Google algorithm update or mired in bad online reviews.
Coordinate across departments
Spearheading cross-departmental collaboration and eliminating silos across departments will improve the health of the entire SEO operation. There are three teams with whom you’ll likely be collaborating the most closely:
If there’s not a fundamental understanding between the web development and SEO team, your organic traffic will pay the price. If they aren’t on board, then what will happen when they implement an inflexible URL structure? What happens if you can’t customize title tags, meta data or add additional content to pages? What happens if content is coded in a way that search engines can’t read?
Countless things happen at the back-end that impact a search engine’s ability to crawl and properly index the website.
Integrate with core site development
Core site development is often planned years in advance. Therefore, it’s critical for SEO to integrate itself into the conversation as early as possible and on an ongoing basis. If you’re jumping in late and inheriting a site full of legacy code, it’s not the end of the world. Simply address any issues and then make sure development moving forward is rooted in an understanding of best practices.
SEO specialists and web developers frequently but heads. This is because web developers often think they understand SEO, and SEO specialists think they know code. However, there is much less overlap in knowledge as each highly specialized department might think. This can lead to both departments underestimating project scope and therefore making prioritization errors.
Help your site developers to understand the business ramifications of SEO requests. Having each team educate the other as much as possible will lead to greater respect and smoother collaboration.
Make your website scalable
A popular global shoe retailer built its site without including the ability to add new content to improve SEO for ecommerce category pages. Obviously, this meant coordinating a massive development effort to add critical SEO copy needed to outrank competitors.
Your own website’s SEO scalability issues may not be so obvious. Perhaps you have an image compression issue that’s slowing down your site. Or, the site may rely on faceted search without rel canonicals. Frequent crawls and audits will help you catch issues like this as early as possible.
Building scalability into a website makes it easy for diverse departments to accomplish their on-site goals. As a result:
- It’s easy to add and remove products, while adding any necessary 301 Redirects.
- It’s quick and easy to generate coupon codes across the site when there’s a sale.
- An SEO strategist can use a tag manager to add an analytics tag or update the metadata.
- When there’s content to update, an intern could pop in and take care of it.
Use a content management system (CMS)
Without a scalable content management system, you’ll be hard-pressed to build a scalable website. Be wary of out-of-box platforms designed for small- or medium-sized businesses. The “enterprise” versions of SMB platforms are usually just the existing platforms with a few bells and whistles. It’s hard to have the level of control you’ll need to truly scale your ecommerce SEO on one of these platforms.
While your company likely leans on custom development, there are ecommerce platforms out there that are well-suited for enterprise businesses. For example, many companies do well with Magento and Drupal. However, there are many pros and cons with these platforms that could impact organic search. Check out our Magento SEO guide for some best practices and considerations.
If you decide to shop around for new options, make a list of your favorite ecommerce sites. Then, run them through builtwith.com to see what they’re working with. But a warning. Don’t replatform without good cause. Site migrations can negatively hit your organic search results hard, even with a perfectly-executed migration strategy.
When you’re dealing with large, complex websites, build everything with the goal of parlaying your current work into future efficiency. For example, rather than hard code a page, have developers build reusable templates. Alternatively, you can work with blocks, which allows users to create new content with minimal developer support.
Then, make sure the team knows which templates to use for lead generating landing pages, product pages, category pages, blog posts, sales pages and anything else that will be commonly used on the site.
When developers are rushed, it’s often easier for them to hard code the page. However, nothing you produce should be built for single-use purposes. Instead, find ways to leverage or replicate each page or piece of content to effectively scale your SEO.
Lean on automation
When you have your big annual sale, do you want your team waking up at 2 AM, the morning of the sale to change out merchandising slots and switch on the discounts? Of course not. So why do we so often hear about companies working around the clock prior to a big launch? Usually, it has less to do with the company cultivating a superhuman team and more to do with necessity. In other words: the beleaguered, overcaffeinated team has no choice.
Build automation into your SEO process so you can scale without causing any early heart attacks.
On site, automate the following processes:
- Staging content
- Pushing it live
- Triggering different messages or discounts
- Running A/B tests
- Engaging in chatbot conversations
- Updating product information
Off-site, automate workflows in support of content production as well as activities like your backlink discovery.
Coordination with the product marketing team is just as mission-critical as coordinating with the development team. Here are the touchpoints that will overlap with SEO:
Use product roadmaps
Unlike PPC, SEO doesn’t happen with the flip of a switch (More on SEO vs PPC here). So any products that rely on an organic push will need to be on your radar months in advance. To be effective, you’ll need to understand the product roadmap for the entire year, including estimated release dates, promotions or sales, and other platforms where the product will be released. You’ll also want a very specific, very thorough understanding of each product’s key value propositions. What customer pain point is the new product going to solve? Your organic keywords depend on knowing this information like the back of your hand.
Pay attention to seasonal planning
When other people hear the words “Christmas in July,” they get to think about mattress sales and Santa-wearing-sunglasses cartoons. For anyone working in ecommerce, though, Christmas in July is quite literal. That’s when marketing teams begin to outline holiday campaigns, from Black Friday to the New Year. Your seasonal planning should be so ahead of schedule that you sometimes forget what season it currently is.
Your product team is usually the first to know what your company’s seasonal sales will look like. That’s because they’re often the ones who run the numbers and determine the discounts and inventory. If you’re in retail, your seasonal and holiday planning, then, begins and ends with this team.
Keep teams in the loop about campaigns
Your product teams will be in the know about campaigns, too – especially last-minute campaigns designed to move inventory. The second these decisions get made, there should be a smooth, automatic way to inform everyone who needs to know. You’ll need to communicate to your SEO team as well as your PR, paid advertising, social media, email, and affiliate teams.
Gather Voice of the Customer feedback
What do customers say about the product? What messages resonate with them? Your team shouldn’t have to guess; they should know. Voice of the Customer programs help build a framework to collect, manage, and analyze customer feedback.
Coordinate with your product, customer service, and sales teams so that you can understand customer sentiment in real-time. Use customer support software like Zendesk or CRM software like Salesforce to automate the process of receiving, logging, and tracking feedback. When there’s a centralized repository for this information, you’ll be able to find it as soon as you need it.
A major difference between SEO at enterprise companies and SEO at SMBs is that at a small company, the SEO strategist will have a direct hand in producing the content. At an enterprise company, content production will fall to a dedicated team or will be spread across multiple teams. The SEO team, however, must still actively plan and optimize the content around the most valuable search queries.
Content planning and calendar
It’s common for content teams to regularly meet to discuss and update the content strategy. Make sure SEO is represented in these meetings. More importantly, have your SEO manager perform early groundwork prior to the meeting. You can’t make data-driven suggestions on the fly, so early keyword research will be a good first step. The whole team can then brainstorm content ideas based on high-opportunity category terms and long-tail keyword variations.
Use a platform like CoSchedule, DivvyHQ, or Skyword to manage content calendars and workflows. This is half the battle when it comes to automating the content creation process; the other half is making sure the process is consistent. The same people should be responsible for the same things each time. They should also know exactly who to pass the content to when their role is complete. The process should feel like an assembly line.
Style guides reduce extra editing and increase confidence team-wide by ensuring everybody knows how to use the brand voice. If you have brilliant creatives who are consistently struggling to meet your expectations, then there’s a problem communicating the expectations. A detailed style guide complete with examples can go a long way in setting clear expectations.
There should also be a section for SEO best practices and thorough rounds of training for the content team. It won’t be difficult for them to grasp the SEO basics like writing appropriate title tags and meta descriptions. They should also be trained against fundamental content optimization techniques. If your content team owns the micro-optimization tasks then your SEO team won’t have to optimize every new blog post or article.
Subject-matter experts and author database
If you’re scaling SEO across 20 industries, it’s impossible to be an expert in all of them. Instead, you’ll scale faster by leaning on subject matter experts across the enterprise to help you out.
Build a repository of in-house experts categorized by area of expertise. And then trust them. Really. A huge cause of unnecessary roadblocks and bureaucracy is when well-intentioned execs play a heavy role in the feedback process. They may make suggestions that won’t quite work or give feedback based on a slight misunderstanding of the concept.
Enterprise companies have seemingly endless stories about happy customers. They also have customers who use their products in compelling and inspirational ways, whether they’re selling athletic shoes to a marathon runner or automation technology to NASA. The challenge is in managing these stories so you can use them in your digital content marketing.
A “story database” enables everyone on your team to find the right story for any digital marketing need in just a few seconds. Let it live in a shared online database. Integrate it with your customer support or sales software if needed so that you can capture those stories, too.
And then make sure people are actually using the stories. Build a system so that when someone encounters a great story, they know what to do with it. This is an awesome way to scale digital content marketing, especially when you’re managing hundreds or even thousands of stories.
Content atomization ensures that you’ll get much more mileage out of each piece of content you produce. Repurpose content for videos, emails, podcasts and social media posts that all support your SEO blog strategy. For example, let’s say you produce a white paper, data-backed and complete with fascinating internal and industry research. Not only can you create 20 versions of this same white paper to address 20 different verticals; you can also atomize the content into video, infographics, blog posts, presentations, reports, PR-related editorial pitches, and more.
Oh, and those fascinating stats you uncovered? Put those into a separate section of your story database so people can use them across departments for as long as they stay relevant.
Topic clusters and pillar pages
Topic clusters are a great way to reduce your content workload and maximize your traffic by letting your content leverage itself. There’s no need to cover a new topic for every piece of content. Instead, consider the main topics that your company wants to be experts on.
First, identify your topics. Next, publish in-depth, useful content that zooms in on each subtopic — these are called cluster pages. Then, write pillar pages that provide a broad overview of these topics. Finally strategically internlink both pillar pages and cluster pages.
Over time, the relationship between the content and the topic becomes so strong that you dominate the search results for that topic.
Content & on-page optimization tools
Make the on-page optimization of your content as easy as possible with content optimization tools. With custom coding or a purchased plug-in, you can give back-end users an easy way to update the metadata of each page or post. These tools will also highlight whenever someone goes over the character count for the title tag and meta description, ensuring that essential information doesn’t get cut off in the SERP. You should also have similar tools for the quick and easy entry of alt text, canonicalization, and even H1 tags.
You can also automate the optimization process once the post has been drafted using a number of tools. These can range from simple browser plug-ins like Grammarly to comprehensive page optimization graders like Moz On-Page Optimization. You can also use tools like Yoast to grade the page on keyword optimization, content length, and readability. You can use Clearscope to combine real-time search data with modern language processing to understand the ecosystem of keywords your content should be using to rank better in Google.
These tools are no substitute for human eyes, but they can become essential steps in a standardized quality-checking process.
Standardize workflows and processes
When it comes to institutional knowledge, never rely on human memory. Every time someone leaves the company, they take with them the valuable experience they developed during that role.
When scaling SEO, ensure there’s not a single piece of marketing collateral, research, or content that lives on an individual user’s computer alone. Systematize the process of adding every piece of work to a meticulously-organized shared drive, internal Wiki, or database. Document every step for processes ranging from promotions to adding content to the site. And add takeaways as the team experiences them.
Second, create standardized workflows whenever possible. Every major promotional campaign, for example, should follow the exact same 100-point process. Don’t force people to reinvent the wheel every single time. The workflow for content development, too, will be a multi-layered process that will greatly benefit from systemization. Include in your process who interacts with an idea and when.
For example, at what point in the cycle does the product team contribute to an idea? SEO? Will there be a video component? Will it be used in an email, shared on social media, or used in PR?
Each decision maker should have access to the content at the right time so that everyone is working together on a holistic goal. Processes can be formally structured and standardized using many project management software platforms, or by using process management software such as Process Street, Pipefy, and Kissflow.
Scaling off-page SEO
Large enterprise companies often overlook the importance of off-site SEO. Many large companies believe that simply because they’ve been an established player in the industry for so long, they will naturally collect a number of links from third-party websites and rank high for their target keyword phrases. They believe that a proactive initiative to build relevant, high-quality organic backlinks is not as critical compared with new or smaller companies in the industry.
This is wrong for several reasons:
- There’s often a huge disparity in the number of websites pointing links at one large company to the next.
- There are many examples of large enterprises that were able to drive a high volume of organic backlinks through strategic, creative efforts.
- Disruptive startups are now gaining market traction faster than previous generations. Through an intelligent marketing strategy, they’re able to generate organic backlinks at scale.
The following are effective methods to accelerate your off-page SEO production and the number of websites linking to your site:
Whether you’re offering products for review or sharing a company-produced infographic that bloggers and news sites might want to use, outreach looks different on an enterprise scale. Think about how long it takes to manually vet influencers, find target websites and perform the outreach itself.
Now think about Terakeet’s enterprise SEO technology, Chorus. Our database enables us to tap into more than 9 million publishers and influencers to build relationships and create targeted organic backlinks. Suddenly the process of finding and reaching out to the right audience becomes systematized on a massive scale. Enterprise search engine optimization is about coupling technology with creativity and smart processes. Because the effort it takes to obtain hundreds or thousands of backlinks manually simply can’t be done at scale – you absolutely need to have a robust infrastructure in place.
Public relations and SEO
There are plenty of reasons to integrate PR and SEO. You’ve already built a database of reporters and publishers with whom you share your news. What’s critical is to not just see this as a database, but rather to start building relationships with many of them. Find out what they each cover and help them to satisfy and thrill their audience. For example, a pitch to a reporter at CNBC might focus on an innovative technology you’ve developed to transform the industry, whereas your pitch to NPR might focus on the societal impact of the technology.
One of the benefits of PR is that once the New York Times covers your company initiative, the news can reverberate throughout the internet. As a result, it could end up on other news sites, blogs, industry publications, and social media pages.
In addition, you may consider launching targeted newsjacking campaigns based on what’s hot in the news. This provides you with new opportunities for PR outreach on a consistent, continual basis, in sync with topics that are experiencing a surge in online searches. At the same time, it providing your company with high-value backlinks in the process.
Once you’ve developed relationships with media members they’ll be more likely to feature your stories, especially if they performed well in the past.
All of this can help you generate more organic, high-quality backlinks. This is where the SEO team can provide a huge assist. Educate the PR team as much as possible on blogger outreach best practices and teach them how to find and evaluate high-authority targets.
Produce 10X content that attracts links
When producing your content, aim to build 10X content for your most important topics. 10X content is 10 times better than the best results you’ll find in the Google SERPs for the query. With 10X content, you’ll not only climb in the Google rankings, but will be more likely to capture more backlinks from third-party websites.
On top of this, by focusing on amazingly good content, you’ll thrill your target audience, which is the point of your marketing in the first place!
Unique research & surveys
Audience or industry-wide surveys and in-house research isn’t just a vital way to tailor your products and messaging around customer needs. It also provides you with amazing link-building opportunities.
Think about it: your company can contribute to conversations about your industry and audience in a genuinely useful way, by providing information that nobody else has. That’s powerful!
Depending on your vertical, this can range from super serious to downright absurd. A financial institution can find correlations between early income and retirement savings. A consumer-friendly but sophisticated brand like Nordstrom can be at the cutting edge of tracking and forecasting trends. And a brand that can get away with quirkier marketing like Target can find the overlap between people who frequently purchase chocolate and people who rate themselves as extremely happy. Who you’ll reach out to will vary according to the intent and seriousness of your research.
Customer surveys or industry research can also turn into informative and highly shareable viral content. Collect the information so your design team can churn out visual content like infographics, data visualizations, and reports. With infographics, make them embeddable for ease of use and to include a citation to your site underneath the infographic. Remember that any information you want the search engines to read should be written in html, not added to the image itself.
Build strategic partnerships
It’s extremely likely that your enterprise works with a number of partners. Build these strategic partnerships into your PR and link-building programs to create a win-win operation that strengthens the partnership.
If you’re a software company and you partner with a platform like PayPal, for example, then your company and PayPal could run a joint webinar and cross-promote it together. If you’re a home improvement store like Lowe’s and you know that your next content push will focus on deck and backyard improvements, team up with one of your brands, like Black & Decker, to produce a comprehensive guide to building your own deck.
The people creating these partnerships will usually be the business development team. Coordinate with them to suggest joint PR opportunities, co-marketing opportunities, contributed content. You can also guide each partner through SEO best practices to extend the value of each campaign.
Events are a natural source of buzz and industry cred, and your participation in a well-respected event will give you access to an interested audience and some solid backlink opportunities. Make a list of conferences that your target audience will attend and register the deadlines for both sponsorship and speaking opportunities. The more creative your sponsorship, the more buzz you’ll generate.
And if you really want to hold authority in the space, plan your own events. You can start small and still see the ROI. It’s not uncommon to hold local roadshow events with merely 50 attendees and to land multiple qualified leads as a result. Announce something newsworthy at your events and invite the press to cover it. In addition, bring in external experts to speak, and have them promote the event with relevant links.
Salesforce has always prioritized events, even local roadshow initiatives with only a few attendees in the very beginning. They have morphed this over time into their annual event, Dreamforce, with more than 170K attendees and 13.5 million online viewers. The latest Dreamforce even boasted two governors and three mayors as speakers! As a result, there are now more than 4,000 external websites pointing to the Salesforce website about Dreamforce.
Use online dashboards to scale reporting
At a large company, keeping executives and other departments informed of progress toward stated goals is critical, yet sometimes initially overlooked. Dashboards allow you to scale your SEO reporting to as many people as will need to be kept informed.
Customizable online dashboards allow you to serve the needs of each target consumer within your organization. It’s easy to pull data from any solution, such as Google Analytics, Google Search Console, etc. that offers an API connection.
Depending on whether you need to integrate your data with other functions in the company, you can use powerful enterprise dashboard solutions such as Domo, used by multi-billion dollar enterprises ranging from National Geographic to Univision and eBay.
Within your own SEO team, you’ll be looking at a much more granular set of data, and you’ll be doing it much more frequently. SEO strategists need to spot and troubleshoot issues as quickly as possible. For this data, you should rely on SEO-dedicated tools such as STAT, DeepCrawl, Ahrefs, and SEMRush. Each of these tools enables you to generate reports so that your team can be working with more detailed data.