4 Key Enterprise SEO Action Streams to Accelerate Digital Success

Sometimes the terms “workflow” and “workflow” are used interchangeably.

Workflow is the pace or rate at which the work you do is done. It can also be used to describe a process.

On the other hand, a course of action is defined as “the organized outcome of many distinct, and often unrelated, groups of work.”

The correlation between enterprise SEO and digital marketing is shifting as customers grow in demand for enhanced digital experiences based on their habits, preferences, and intentions across channels.

SEO is often seen as the voice of the consumer. From macro trends in the market to insights at the most granular level, SEO is feeding digital marketers with intelligence.

As a result, we see a greater number of cross-departmental work streams in operation.

In fact, according to Gartner, 35% of digital marketing leaders saw the biggest challenge in 2021 coming from within the organization, as building and maintaining cross-functional partnerships becomes increasingly imperative.

Photo courtesy of Gartner, January 2022

This is why fast and efficient workflows across marketing and digital teams are imperative in 2022.

4 Key Enterprise SEO Action Streams to Accelerate Digital Success

The four SEO workflows for enterprises are integral to the success of overall digital marketing in this highly connected environment.

IT + Website

Historically, the relationship between IT and SEO has been turbulent.

This is especially true when there is an immediate need to make repairs, add content and interact with CMS systems.

However, today’s real-time reality means that this critical course of action needs attention.

There’s no point in having a website unless it’s structured for SEO, has the right content (more on that later), and converts.

All this does is create “traffic for traffic”.

The Google Page Experience refresh brings IT and enterprise SEOs closer together as Google looks to reward healthy sites (as measured by Core Web Vitals).

When to bring the experience pageImage from developer.google.com, Jan 2022

As Google continues to focus on the user experience, the pace of algorithm change will continue along with new updates and technical guidelines.

Ensure you understand IT challenges such as balancing the pressure from a CTO and maintaining security and privacy despite research and digital needs.

Ensure that you are in regular contact with your IT team regarding:

  • Website design and structure: Whether it is a new design, an update, or a migration, you have to ensure that the responsive design meets your technical SEO requirements.
  • IT development courses: Nothing is worse than software hiatus and important changes, especially for Core Web Vitals.
  • Basic principles: Make sure your site adheres to all of Google’s advice on Core Web Vitals, including on mobile.
  • structured data: Share knowledge about things like schema coding and thin/repeated content using IT.
  • Perform regular checks It makes sure that any website errors and broken links are fixed quickly.

Resources to learn more

Content + Creativity

The importance of aligning enterprise and content SEO teams cannot be understated.

SEO Insights not only feed the content but also ensure it is optimized, discoverable, and thus transformative.

What a content writer may think is an excellent topic may not be true from an SEO and claim point of view.

SEO holds the keys to much of the content kingdom, from revealing intent to better targeting desired topics.

Most forward-thinking organizations realize that to achieve maximum business impact from marketing and lead the transformation of their digital organizations, they have to use SEO and content as a catalyst to drive success.

The re-emergence of EAT principles also helps increase closer collaboration between SEO, IT, and content workflows.

The next step in this relationship depends on real-time and automated optimization of dynamic content and driving it across all digital channels.

Building an ongoing relationship with content strategists and content creators by:

  • planning together: Subject, messages, calendars and assets.
  • exchange of visions: The most important content insights come from SEO.
  • Optimize at the point of creation: Ensure that your content is dynamic and ready for use across multiple digital channels – both locally and on mobile.
  • Use the powerful formula Real-time search insights and automation.
  • Make sure all your Content creators understand writing for users and basic search engine optimization principles.
  • Make sure you understand SEO The nuances of content writing.

Resources to learn more

Demand + lead generation

Your presence in the search is vital for any type of lead generation or ordering campaign.

The challenge for many is ensuring consistency, constant movement, and improper conversion.

Therefore, SEO must work closely with demand generation, from identifying opportunities at the top of the funnel to optimizing assets at the bottom of the funnel.

While some companies have different courses of action that can cause friction between demand generation, the best knowledge of how to collaborate and focus on KPIs (beyond just traffic) such as engagement and conversion.

This is where content, search engine optimization, and demand generation workflows must converge greatly to create and improve lead magnets.

After all, order creation includes paid social and digital media, webinars, email, and more.

In essence, SEO is the “wanted” and most cost-effective demand generation channel in its own right.

However, it is essential to work closely with the demand generation team to help optimize and measure all types of campaign channels.

  • Make sure you have an SEO professional As part of (or very close to) the order generation team.
  • Use your data to help identify characters and help create optimized content for them.
  • Brainstorm new consumer behaviors and new opportunities.
  • Work together to build a complementary order (Audience) and lead-based strategies. (transfers). See where and how SEOs can complement channels like PPC.

Resources to learn more

SEO + Public Relations and Communication

The old phrase is “SEO is PR and PR is SEO”.

This is true in many ways, as SEO is useful for branding and reputation management.

On the other hand, many other, more complex PR channels can benefit from improved courses of action.

When working together, SEO and PR help each other and the organization as a whole.

SEO success depends on great content and amplification, and PR helps maximize content value.

And vice versa, SEO provides PR teams with audience insights and improves the media assets they create.

Make sure you are closely involved with PR to ensure your brand is properly understood, as this also affects conversions and profits.

Building a good course of action with PR partners helps:

  • Align your messages and stories.
  • Build, share and amplify content With digital and social public relations.
  • Access to wider media Audiences and influencers.

Resources to learn more

Conclusion

Optimizing workflows improves campaign performance.

No matter where SEO is located, it needs to be entrenched throughout the organization for maximum impact.

From product to sales, SEO helps every aspect of the business.

Experienced marketers build relationships between departments and use technology and automation to further bridge knowledge gaps and achieve rapid digital success.

More resources:


Featured Image: optarc / Shutterstock

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