Planning and Partnerships for Enterprise SEO — Craig Harkins // CoStar
- Part 1 Planning and Partnerships for Enterprise SEO — Craig Harkins // CoStar
Show Notes
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02:50The planning process and priorities for SEOs in enterprise organizationsThe planning process for SEOs involves identifying the big features or product launches for the year and dovetailing SEO efforts into those larger themes. To ensure that SEO work is prioritized, proactively attach SEO efforts to business goals for the year.
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06:09Aligning SEO with business goals to secure a seat at the tableTo get a seat at the table in enterprise organizations, SEOs must understand the priorities and goals of the executives and decision-makers. This means being part of the conversation and aligning SEO efforts with other initiatives where SEO can drive additional visibility and traffic.
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07:46Collaborating with other teams to optimize SEO in critical moments in enterprisesSEO must communicate and collaborate with other departments to ensure success in product launches and marketing campaigns. These moments can be used to address tech debt and other SEO bugs while improving the success of new product launches and other initiatives.
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10:24Building internal relationships to expand SEOs voice at the tableCollaboration between analytics, SEO, and paid teams is also important to ensure consistent messaging and a shared understanding of market trends. This gives executives more confidence that the different departments are working together in the right direction.
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13:01Finding alignment when partnering with key stakeholders in enterprise SEOUltimately, its about having discussions to understand what is important to each team leader and to determine how they can help your SEO efforts. By focusing on what matters to them, you can build the relationship, and engagement, and tailor your narrative to whats relevant to them.
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17:33Communicating about Google changes with inTo navigate core updates effectively, in-house SEO teams should plan and communicate with leadership. By accounting for these updates throughout the roadmap, teams can make necessary changes without straying too far from the overarching themes already in place.
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22:43Organizing SEO ideas and concepts for execution by partner teamsBy grouping individual tasks into themes that tie to specific features, it becomes easier to prioritize them and get buy-in, leading to a greater overall impact. This approach helps to streamline the execution process and improve the chances of success for SEO initiatives.
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26:13Best practices when handing off group SEO tickets to engineeringWhen grouping SEO tickets together, its important to communicate to the engineering team which items are in the same part of the code base. Not only does this approach lead to better features, but developers also don't have to repeatedly test the same piece of code.
Quotes
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"We talk a lot about how does SEO get a seat at the table? We get a better seat at the table when we understand what matters to the executives and the decision makers." -Craig Harkins, Director of SEO and Content, CoStar
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"Figure out how many of your other SEO tickets or bugs your agency partners have pointed out to you that you can tack into a project where it makes sense to help the project go along." -Craig Harkins, Director of SEO and Content, CoStar
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"In-house SEO teams must have a messaging plan because their job is to shepherd organic traffic, and to alert teams as to what changes you may need to be making." -Craig Harkins, Director of SEO and Content, CoStar
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"Packaging SEO tickets into their overarching themes to get more of it through at once has helped me a lot when I've worked with agencies, and helped my team in getting their work done." -Craig Harkins, Director of SEO and Content, CoStar
Up Next:
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Part 1Planning and Partnerships for Enterprise SEO — Craig Harkins // CoStar
Craig Harkins, Director of SEO and Content at CoStar, talks about enterprise SEO and how he thinks about planning and partnerships. A common topic of discussion in the SEO community is how SEO can secure a seat at the table. A key factor in achieving this is understanding the priorities and concerns of decision-makers, and aligning SEO efforts with overall business objectives to increase impact. Today, Craig discusses planning and partnerships in the enterprise SEO space.
