SEO in the Enterprise / crossing silos with governance
SEO in the enterprise faces it’s own unique challenges, among them are establishing buy-in and touch points cross silos. Enterprise level SEO is best achieved when knowledge and appreciation saturate the entire corporate culture.Oportunities arise throughout the environment, and unless they are capitalized on by the department with the touch points to those opportunities, then they are lost.
SEO in the enterprise is best accomplished by SEO governance, accountability and education. Many departments in organizations feel that since they are not in the trenches of SEO, they don’t have to be concerned about it, but a solid reporting and education program can help alleviate that feeling.
The discipline of SEO in the enterprise needs to liaison not only between IT and Marketing, but between the product side, sales and design.
Creating a business process to implement SEO is the only way to ensure long-term commitment to SEO in a corporate environment. That process needs to be based on best practices, and incorporated into the business workflow.
