@seankainec, @stonetemple@seankainec, @ericenge

Turning the Aircraft Carrier:

Driving Change in the Large

Enterprise

Sean Kainec – Head of SEO, The Home Depot

Eric Enge – CEO, Stone Temple Consulting

@seankainec, @stonetemple

Agenda

1. Changing how SEO is Perceived

2. Parlez-vous Français? Being multilingual is key

to your success!

3. Calling your shots

4. If you build it, they will come

5. Team alignment, direction and growth

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@seankainec, @stonetemple

How SEO is Perceived – Version One

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@seankainec, @stonetemple

How SEO is Perceived – Version Two

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@seankainec, @stonetemple

How SEO is Perceived – Version Three

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We Are Done, Right?

@seankainec, @stonetemple

All These Things Interact With Your SEO Efforts

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@seankainec, @stonetemple

What SEO Really Is – Part II

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@seankainec, @stonetemple@seankainec, @ericenge

What SEO Really Is: Content Marketing

PR Builds

General

Authority

SEO Focused Content

Marketing Converts That

Authority Into Traffic and

Cash

@seankainec, @stonetemple

Don’t Settle for Being the Keyword People

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@seankainec, @stonetemple

Role & Org Definition is Critical

Where does the SEO team line up in the organization?

What does the SEO team have control over?

What veto power does the SEO team possess?

What priority does the SEO team have in relation to other teams for

tech projects, capital funding, etc.

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@seankainec, @stonetemple

Is SEO Part of the Dev Team?

Advantages:

Easier to

prevent tech

problems from

being rolled out

Disadvantages:

Budget for

bigger projects

harder to get

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@seankainec, @stonetemple

Is SEO in the Marketing Team?

Advantages:

More “business”

influence

Can make it

easier to get

funding

Disadvantages:

Can be harder

to get the

development

team on board

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@seankainec, @stonetemple

Is SEO Not Affiliated With Either?

Advantages:

Not tied to one

group or the

other

Disadvantages:

Too many to list

them all!

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@seankainec, @stonetemple

When in Rome… Speak the Language!

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IT/Coders

Merchants/Product

Sourcers

Senior Leadership

Core Marketing

Creative and Design

@seankainec, @stonetemple

Know Your Target!

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@seankainec, @stonetemple

CEO: “So and So Said it Works This Way”

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@seankainec, @stonetemple

More Than 200 Ranking Factors

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@seankainec, @stonetemple

Lots of Debate Over What These Are

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@seankainec, @stonetemple

Then Ask the Big Question

Given all this complexity, what are the

chances your friend, who does not do SEO

for a living, is the best source for info on this

topic?

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@seankainec, @stonetemple

CFO: “It Costs Too Much”

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@seankainec, @stonetemple

Build a Model for the Total Available Market

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@seankainec, @stonetemple

Show Them Who is Getting That Revenue Now!

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@seankainec, @stonetemple

CMO: “We Don’t Need to Focus on Online”

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@seankainec, @stonetemple

Show Them Who is Getting That Revenue Now!

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@seankainec, @stonetemple

Show The Trends in Ad Spending

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@seankainec, @stonetemple

CTO: “It Can’t Possibly Work That Way”

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@seankainec, @stonetemple> 500 Trillion Pages on the Web

@seankainec, @stonetemple97,000 years to download on your cable modem

Average Page Site: 900KB+

@seankainec, @stonetemple

@seankainec, @stonetemple

@seankainec, @stonetemple

0.4 SecondsResponse Time

@seankainec, @stonetemple

The Scale of the Web Makes the Search Engines a

Bit Stupid

They can’t afford the processing power to do

everything you think they might:

Analyze Images

Perform Optical Character Recognition on text in

photos

Run speech to text analysis on videos

Figure out your duplicate content

…

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@seankainec, @stonetemple

Dir Mktg: “The Competition is Doing It”

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@seankainec, @stonetemple

Others Thought That Too …

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@seankainec, @stonetemple

Know When To Call Your Shots!!

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@seankainec, @stonetemple

Build Trust, Earn Respect, Deliver Results

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Respect is

Something

Earned Not

Something

Given Take it One Step

at a Time

@seankainec, @stonetemple

Team Building

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