Enterprise SEO- How to create collaboration and success across an enormous company — Jason Lax // SAP

Jason Lax, SEO Global Lead at SAP, explores enterprise SEO. Collaboration and success across a large organization can be challenging, but it's crucial for companies to thrive in today's fast-paced business world. By leveraging technology, embracing change, and providing easy access to information, enterprises can achieve SEO success and future-proof their strategies. Today, Jason discusses how to create collaboration and success across an enormous company.
About the speaker

Jason Lax

SAP

- SAP

Jason is SEO Global Lead at SAP

Show Notes

  • 02:39
    Unifying SAP's global teams for effective SEO collaboration
    As a global company, SAPs key to getting everyone to collaborate to achieve their SEO goals is getting everyone on board with them. It really boils down to building relationships across teams, cultures, languages, etc.
  • 04:32
    Onboarding for effective SEO collaboration
    Onboarding consists of the technical side to ensure search engines can understand and crawl the content, followed by a focus on content quality and search intent. The goal is to empower teams to work independently with the necessary tools.
  • 07:00
    Equipping teams for independent SEO success
    This involves providing resources for them to help themselves, such as frequently asked questions and cheat sheets. By making these resources easily accessible, it becomes easier to answer the same questions repeatedly and support a large global team.
  • 08:00
    The complexity of managing SEO for a large global company
    SAP's marketing site is divided into almost 50 countries, catering to a global audience of customers, job seekers, and individuals curious about the company. As a large enterprise with a vast user base, providing real-time support and resources for users is crucial for their success.
  • 10:01
    Scaling SEO across a massive organization
    To scale SEO across a massive organization, make it easy for everyone to understand and be available to answer questions. Demonstrating success and sharing information on what has worked is also crucial for others to replicate and implement successful strategies.
  • 11:36
    Current SEO trends and future predictions
    Providing more information on pages, improving structured data, and connecting with APIs are current trends that can help future-proof SEO. Making pages easier to consume and optimizing for speed and clarity will be critical for success, and AI technologies will continue to evolve.
  • 14:19
    Expanding the use of structured metadata markup in enterprises
    The use of structured metadata markup has traditionally been focused on consumer-oriented searches. However, theres been a shift over the last few years and there are now opportunities for enterprises to utilize this technology as well.

Quotes

  • "If everybody was just to take a step back and see not the trees, but the forest and see the search results for what they are, it's very easy for them to start thinking in terms of SEO." -Jason Lax, SEO Global Lead, SAP

  • "When you have a lot of users, especially at the enterprise level, you have to help them succeed too." -Jason Lax, SEO Global Lead, SAP

  • "SEO is a never-ending laundry list of things you're going to do. Focus on what's going to make an impact. Once you have that, make sure you share it." -Jason Lax, SEO Global Lead, SAP

  • "The regular telephone took 50 years to become common. The old mobile phone took 10 years, and smartphones took five years. We know that searches today could be radically different in just five years." -Jason Lax, SEO Global Lead, SAP

About the speaker

Jason Lax

SAP

- SAP

Jason is SEO Global Lead at SAP

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