Enterprise SEO is truly unique. While a larger company size may provide substantial leverage in many cases, it also creates some particular challenges.
At the recent SMX East conference, I watched a great panel covering this topic with Scott Nickels of Hearst Autos, Simon Heseltine of HP Enterprise, and Amber Fehrenbacher of Surety Bonds.
In today’s post, I’m going to summarize much of the wisdom they shared about enterprise SEO challenges and their approaches to overcoming these obstacles. I’ll also add a few of my own thoughts along the way.
Basic organizational structure
Large enterprise organizations often have many different product/service teams that focus on different offerings of the company. As a result, you can end up with many different ways that the SEO team can be set up:
A centralized SEO team that interacts with the different product/service teams and provides them with guidance.
Distributed SEO teams, where each product/service team has its own SEO resources.
A combination of the two, where there is a centralized