Before starting my work at Groupon, I interviewed REI and Amazon’s SEO director and senior manager positions.
I noticed that the requirements for SEO positions seem to have changed.
The company realizes that success in SEO does not mean just being good at technology or finding growth opportunities.
Now, these companies know that they need people who can effectively communicate with executives as well as people who mix teams (technical, creative, some know SEO and some wireless cables) while in the same room.
In addition, the company is looking for deeper analytics and technical capabilities, expecting to understand SQL, large data sets, and problems caused by dynamically built sites (eg:)
Duplicate content. content. Products or content come and go. Wait.
During my tenure as Nordstrom’s SEO manager, I identified the same model and reorganized my team to meet these requirements.
The following are the four pillars of SEO within a business organization.
1. SEO Mitigation: Error Management & Technology SEO
I use the word “alleviation”. As I found, most of the time in search engine optimization in large organizations is used to find problems after the project starts.
For example, I had to go back to the engineering team and ask for an error to make the necessary corrections.
If only problems are discovered before the release, the company can save time, effort and money.
The SEO responsible for mitigation works with the engineering team and the project and product manager during the project infusion and is still involved.
Education is also key because participants understand the nuances of SEO enough to ask questions or make decisions themselves before making a decision, saving the company long-term time and effort.
2. Search Engine Optimization Analysis/Reporting: Calculating Assumptions & Reporting Success Stories
Every company needs to understand the role of SEO in traffic and revenue.
In terms of reporting, other channels do not have the complexity of SEO.
Baidu does not provide reference keywords for organic search like organic search.
Understand that organic traffic from Baidu accounts for x% of all search traffic and generates $x revenue, extracting clicks from Baidu Search Console from specific keywords, and then calculating all clicks to get a percentage of the estimated revenue for that keyword will allow The company better understands:
How do their SEOs behave. What efforts are working. Where are the opportunities.
SEOs that can perform these calculations and report performance to key stakeholders are an important part of the larger SEO component.
3. SEO Project Management: Identify Growth & Management SEO Projects
While it is important to correct and report on the success of SEO efforts, so is growth.
Identifying the rising trend of search and the gaps that may exist in current or past SEO efforts are essential to the success of a good corporate SEO team.
The task of the project manager is to identify plans that affect most of the site on a larger scale, including:
Overhaul the design and content on a set of pages. Develop a plan for an internal link plan that affects many aspects of the site.
The SEO project manager will focus all of the time and effort on getting the team to commit to the delivery date and organizing it all into multiple teams.
In the end, it led to an increase in SEO revenue.
4. Relationship building: SEO and & other teams competing for stakeholders
The final piece of the SEO enterprise puzzle is the ability to build and engage relationships throughout the organization.
I usually recommend that the SEO team start with the first three mentioned above and then follow the relationship to build team members.
Another approach is to encourage the manager or supervisor of the SEO team to build relationships or instill them with each team member when interacting with others in the organization.
Establish relationships in engineering, creativity, law and public relations. SEO involves all aspects of the organization and at some point requires support from one or more of these teams.
Maintaining a strong relationship with the members of these teams will result in faster and more efficient SEO initiatives, ultimately leading to overall growth in SEO and the company as a whole.
In an interview with REI, we talked about several positions that were open to different teams within the organization.
The interesting part about these positions is that these positions are not just about using SEO in the marketing of paid search, social media and email teams, but as project managers.
Roles are defined by the core strengths that each enterprise SEO should have. These include:
Communicate effectively through channels and teams. Promote SEO through education and documentation. Work with the team to prioritize the SEO program. Report search engine optimization to key stakeholders and identify opportunities. Manage suppliers (tools, agents, consultants, etc.). Keep up to date with the latest SEO trends.
In a sense, these roles cover the four pillars as individual contributors.
When people in the role become successful, a team is established to support each force. Ultimately, this will develop a strong team and presence for search engine optimization that will drive business success.
In the end, I decided to accept a role from Groupon. The company has a strong grasp of SEO and covers every aspect of a well-defined role. This applies to Groupon and allows the team to develop roles around the four pillars.
It seems that some companies have SEO roles and teams that are moving away from marketing and splitting into SME roles, or IC roles sitting on engineering, content/creative, reporting and marketing, and then gathering together for communication from time to time.
Finally, you can report revenue, prioritize projects, and communicate through chains.
In recent years, how companies build and visualize search engine optimization is beneficial to the company and the industry as a whole.