Seo advertising

4 Key Enterprise SEO Workflows to Accelerate Digital Success

The terms “workflow” and “workflow” are sometimes mistakenly used interchangeably.

Workflow is the pace or speed at which the work you do happens. It can also be used to describe a process.

A workflow, on the other hand, is defined as “the organized production of several separate and often unrelated working groups.”

The link between enterprise SEO and digital marketing is evolving as customers increasingly demand digital experiences that are optimized based on their habits, preferences, and intentions across all channels.

SEO is often seen as the voice of the consumer. From macro market trends to insights at the most granular level, SEO provides insights for digital marketers.

As a result, we’re seeing more of these cross-departmental workflows in play.

Indeed, according to Gartner35% of digital marketers saw the biggest challenge in 2021 coming from within the organization, where building and maintaining cross-functional partnerships is increasingly critical.

Image from Gartner, January 2022

That’s why it’s essential to implement fast and efficient workflows in your marketing and digital teams in 2022.

4 Key Enterprise SEO Workflows to Accelerate Digital Success

These four enterprise SEO workflows are integral to your holistic digital marketing success in this hyperconnected environment.

IT + Website

Historically, the relationship between IT and SEO has been turbulent.

This is especially true when there has been an immediate need to make fixes, add content, and interact with CMS systems.

However, today’s real-time reality means this crucial workflow requires special attention.

There’s no point in having a website unless it’s structured for SEO, has the correct content (more on that later) and converts.

All of this is just creating “traffic for traffic’s sake”.

Google’s Page Experience Update brings IT and enterprise SEO closer together as Google seeks to reward healthy sites (measured by Core Web Vitals).

Timing to bring the page experienceImage from developers.google.com, January 2022

As Google continues to focus on user experience, the pace of algorithmic changes will continue alongside new technical updates and guidelines.

Make sure you understand IT challenges such as balancing pressure from the CTO and maintaining security and privacy despite research and digital needs.

Make sure you are in regular contact with your IT team on:

  • Website design and structure: Whether it’s a new release, a refresh or a migration, you need to ensure that the responsive design meets the technical requirements of SEO.
  • IT development cycles: There is nothing worse than having important programs and changes blocked, especially for Core Web Vitals.
  • Basic principles: Make sure your site meets all of Google’s guidance on Core Web Vitals, including on mobile.
  • Structured data: Share knowledge about things like schema markup and thin/duplicate content with IT.
  • Perform regular audits and ensures that website errors and broken links are corrected promptly.

Resources to learn more

Content + Creative

The importance of aligning enterprise SEO teams and content cannot be understated.

SEO information not only powers the content, but also ensures that it is optimized and discoverable, so that it converts.

What a content writer might think is a great topic might not be right from an SEO and demand perspective.

SEOs hold the keys to much of the content realm, from discovering intent to optimizing to target in-demand topics.

The most forward-thinking organizations realize that to drive maximum business impact from marketing and lead the transformation of their digital organizations, they must use SEO and content as the catalyst for success.

The re-emergence of EAT principles is also contributing to closer collaboration between SEO, IT, and content workflows.

The next step in this relationship is real-time, automated optimization of dynamic content and delivery across all digital channels.

Continually build the relationship with content strategists and creators by:

  • Plan together: Theme, messages, calendars and resources.
  • Information Sharing: The most vital content information come from SEO.
  • Optimize at the point of creation: ensure your content is dynamic and ready to be used across multiple digital channels – locally and on mobile.
  • Use the powerful combination real-time search information and automation.
  • Insure all your content creators understand writing for users and SEO basics.
  • Make sure SEOs understand nuances of written content.

Resources to learn more

Demand + Lead Generation

Your search engine presence is vital for any type of lead generation or demand generation campaign.

The challenge for many is ensuring consistency, continuous movement and untimely conversion.

Therefore, SEO must work closely with demand generation, from identifying top-of-funnel opportunities to optimizing bottom-of-funnel assets.

While some companies have different workflows that can cause friction between demand generation, the best ones know how to collaborate and focus on key KPIs (beyond just traffic) such as engagement and conversion .

This is where content, SEO, and demand generation workflows must converge to a large extent to create and optimize lead magnets.

After all, demand generation includes social media, paid digital, webinars, email and more.

At its core, SEO is the “in-demand” and most profitable demand generation channel on its own.

However, it is imperative to work closely with your demand generation team to optimize and measure all types of campaign channels.

  • Make sure you have an SEO professional as part of (or very close to) your demand generation team.
  • Use your data to help identify personas and help create content optimized for them.
  • Share information on new consumer behaviors and new opportunities.
  • Working together to create complementary demand (audience) and lead-based strategies. (conversion). Find out where and how SEO can complement channels like PPC.

Resources to learn more

SEO + PR & Communication

An old phrase is “SEO is PR, and PR is SEO.”

In many ways, that’s true, because SEO is good for branding and reputation management.

On the other hand, many other more complex PR channels can benefit from improved workflows.

When working together, SEO and PR help each other and help the organization as a whole.

SEO success relies on quality content and amplification, and PR helps maximize the value of content.

Conversely, SEO provides PR teams with audience insights and optimizes the media assets they create.

Be sure to work closely with PR to ensure your brand is perceived correctly, as this also impacts conversions and revenue.

Building a good workflow with PR partners helps to:

  • Align your messages and stories.
  • Build, share and amplify content with digital PR and social media.
  • Reach wider media public and with influencers.

Resources to learn more

Conclusion

Improved workflows improve campaign performance.

Wherever SEO is located, it needs to be embedded throughout the organization for maximum impact.

From product to sales, SEO helps every aspect of business.

Savvy marketers build cross-departmental relationships and use technology and automation to further close knowledge gaps and accelerate digital success.

More resources:


Featured image: optimarc/Shutterstock