Enterprise SEO: Don’t Outsmart—Out Execute

Enterprise SEO has been my topic of choice for extracurricular “thought leadership” over the years. Last year, I gave a presentation on how we generated 40% year-over-year organic revenue growth by focusing on out executing the competition, not outsmarting them.

While my presentation focused on the in-house side of enterprise SEO, I’ve also experienced (and written about) getting things done—or trying to get things done—at an agency. SEO strategies for Fortune 500 brands often take 12+ months to see the light of day or, worse, never do.

Eventually, I got tired of that lack of action, which led me in-house. In two-and-a-half years leading SEO initiatives at Qualtrics, I’ve learned that most companies don’t have a strategy problem—they have an execution problem.

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research

When marketers think of using data to come up with test hypotheses, they often turn to their digital analytics. 

Yet often times, qualitative research can offer more insight than anything else working to come up with winning test hypotheses.

Where quantitative stuff tells you what, where, and how much, qualitative tells you ‘why.’ The goal of qualitative research is to gather an in-depth understanding of user behavior and why they took those specific actions.

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You’ve spent hundreds of hours perfecting your product and countless meetings defining your brand. You feel great about your team, and it’s obvious to your customers that you care. 

Yet, despite your best efforts, your competition gets all the buzz, and you struggle to stand out. Should you change your prices? Add a new feature? Raise more capital? 

Before you go back to the drawing board, reconsider your product positioning. 

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If I told you that a post earned 30 links and 100 shares, how would you respond?

“Wow, must’ve been amazing!”
“Not bad.”
“Total flop!”

Your gut reaction says more about the site you’re used to working on than it does about my hypothetical example.

Indeed, the size and power of a site—not necessarily the value of the content—can have the greatest influence on results. That matters, especially when it comes to content research.

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There are only a few things I love as much as link building. 

Owning a new pair of high-end shoes has to be one of those. Damn, I’ll admit—I even have a tradition of treating myself with a beautiful new pair after a successful business trip or client acquisition. 

As a result, my closet is full of shoes that I’ve bought and worn only once. Above, you can see one of my fav pairs of those red-soled shoes (you got the brand, right?) that I took for a walk only once—but they’re so beautiful!

High-fashion, much like link building, is driven by trends. What was fashionable yesterday is old news today.

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There are few things in marketing we know for certain.

Show a landing page to a panel of experts and ask what’s wrong—and everyone having an answer is one of them.

While there is often no shortage of opinions on how to improve a landing page, the question remains how valuable is most of the feedback?

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