Search Engine Optimization (SEO) is a challenging and dynamic field regardless of the client. However, working with large enterprise brings with it a new set of headaches. Not only is an SEO specialist required to keep abreast of the constant developments in the field, but in an enterprise situation, they are working with a large organization that does not have a single decision maker. This can make the process of achieving change very slow. As such, many SEO specialists who work with large enterprise see their recommendations become outdated before they are ever instituted. The following tips can help you as an SEO specialist navigate the special challenges of working with large enterprises.
During your initial meetings with your client, you should take some time to identify the heads of IT, marketing, and sales. You will want to build relationships with these people. Not only does it help to have an ally on the inside that will negotiate to follow through on your negotiations, the IT, marketing, and sales managers have a better understanding of what an SEO specialist is trying to achieve. With buy-in from at least 2 of these 3 people, you will have powerful allies that ultimately control the outcome of your project.
You always want to make sure that you discuss the cost of opportunities. You’ll likely be working with a team of individuals who are responsible for final decisions, and you want to make sure that everyone involved understands the current state of affairs and future goals. So, you should always come prepared with the necessary analytics on hand: visitors, conversion rate, traffic sources etc. Ideally, you’ll want to be able to tell your client about how you can improve their site AND how this will affect their bottom line.
Be Reasonable but Firm
When it comes to SEO, there are some tools you need to be successful. Website analytics, for example, are crucial for understanding the success of a website and what needs to be done for improvement. If an enterprise refuses to provide you with the resources you need to do your job, don’t work with them. It’s as simple as that.
Keep your Client Informed
Even if you haven’t been asked to provide regular progress reports, you should. SEO can be an expensive and time consuming endeavour, but by regularly submitting progress reports, your client can see that their time, effort, and money is paying off.
You’ll have many meetings with executives throughout your contract with any large enterprise. During these meetings you need to be prepared to answer your client’s questions, and you need to appear confident in delivering suggestions. Your judgement will likely be questioned, and even just the appearance of confidence makes you appear more knowledgeable. Also, be careful when using technical language in your presentations. You want your message to be clear and easily understood, and it’s likely your audience are not specialists.
Remember, working with large companies can be challenging but also very rewarding. You’ll have access to funding and resources not usually available with smaller clients, which means you’ll get to try some new and exciting things.[ff id=”2″]