The terms “workflow” and “workflow” are sometimes used interchangeably erroneously.
Workflow is the speed or rate of speed at which the work you do is done. It can also be used to describe a process.
The course of action, on the other hand, is k id “The organized product of several distinct and often unrelated groups of work.”
The connection between enterprise SEO and digital marketing is shifting as customers increasingly demand digital experiences that are optimized based on their habits, preferences, and intent across channels.
SEO is often seen as the voice of the consumer. From macro trends in the market to insights at the most granular level, SEO fuels digital marketers with intelligence.
As a result, we’re seeing more cross-departmental workflows in action.
Indeed, according to Gartner35% of digital marketing leaders saw the biggest challenge in 2021 coming from within the organization, as building and maintaining cross-functional partnerships becomes increasingly essential.
This is why it is essential to have fast and efficient workflows across your marketing and digital teams in 2022.
4 Key Enterprise SEO Action Streams to Accelerate Digital Success
These four SEO workstreams for enterprises are integral to overall digital marketing success in this hyper-connected environment.
IT + website
Historically, the relationship between IT and SEO has been turbulent.
This is especially true when there is an immediate need to make repairs, add content, and interact with CMS systems.
However, today’s real-time realities mean that this critical course of action needs attention.
There is no point in having a website unless it is organized for SEO, has the right content (more on that later), and converts.
All this does is generate “traffic for the sake of traffic”.
Google’s Page Experience Refresh brings IT and enterprise SEO closer together as Google looks to reward healthy sites (as measured by Core Web Vitals).
Photo from developer.google.com, Jan 2022As Google continues to focus on the user experience, the pace of algorithm change will continue along with new updates and technical guidance
Ensure you understand IT challenges such as balancing pressure from the Chief Technology Officer and maintaining security and privacy despite research and digital needs.
Ensure that you are in regular contact with your IT team about:
- Website design and structure: Whether it is a new design, update or migration, you must ensure that the responsive design meets the technical SEO requirements.
- IT development coursesThere’s nothing worse than important software downtime and changes, especially for Core Web Vitals.
- Basic principles: Make sure your site adheres to all of the advice given by Google for Core Web Vitals, including on mobile.
- structured data: Share knowledge about things like schema coding and thin/duplicate content using IT.
- Do regular audits And makes sure that any website errors and broken links are quickly fixed.
Resources to learn more
- Google’s FAQ provides insights into “essential web vitality”
- Advanced Basic Web Basics: A Technical Guide to SEO
Content + Creativity
The importance of aligning enterprise and content SEO teams cannot be underestimated.
SEO insights not only fuel your content, but also ensure it is optimized and discoverable, so it converts.
What a content writer might think is an excellent topic might not be true from an SEO and claim point of view.
SEO holds the keys to much of the content kingdom, from revealing intent to optimizing targeting for desired topics.
Most forward-thinking organizations understand that to achieve maximum business impact from marketing and driving transformation in their digital organizations, they need to use SEO and content as a catalyst to drive success.
The re-emergence of EAT principles also helps increase the close collaboration between SEO, IT, and content workflows.
The next step in this relationship is the real-time and automated optimization of dynamic content and drives it across all digital channels.
Build an ongoing relationship with content strategists and content creators by:
- planning together: Subject, messages, calendars and assets.
- Share insights: More important Content insights It comes from SEO.
- Optimize at the point of creation: Ensure your content is dynamic and ready for use across multiple digital channels – both locally and on mobile.
- Use the strong formula Real-time search insights and automation.
- Check all your Content creators understand writing for users and basic search engine optimization principles.
- Make sure you understand search engine optimization The nuances of content writing.
Resources to learn more
- EAT & YMYL: How to Boost Your On-Page SEO
- Enterprise SEO Content: Opportunity, Dynamic Creativity, and Scale
Demand + lead generation
Being in search is vital for any kind of lead generation or ordering campaign.
The challenge for many is ensuring consistency, constant movement, and improper conversion.
Therefore, SEO must work closely with demand generation, from identifying opportunities up the funnel to optimizing assets further down the funnel.
While some companies have different workstreams that can cause friction between demand generation, the best know how to collaborate and focus on KPIs (beyond just traffic) like engagement and conversion.
This is where content, SEO, and demand generation workstreams largely converge to create and improve lead magnets.
After all, creating demand includes social media, paid digital, webinars, email, and much more.
In essence, SEO is the most “wanted” and most cost-effective demand generation channel in its own right.
However, it is essential to work closely with the demand generation team to help improve and measure all types of campaign channels.
- Make sure you have an SEO professional As part of (or very close to) the demand generation team.
- Use your data to help identify personalities and help create content optimized for them.
- Brainstorm new consumer behaviors and new opportunities.
- Work together to build a supplemental application (audience) and lead-based strategies. (the transfer). See where and how SEO can complement channels like PPC.
Resources to learn more
- 5 Ways to Optimize Your Lead Gen Campaigns Through the Conversion Funnel
- Intent-based SEO & PPC: 5 ways to build add-ons
SEO + Public Relations and Communications
The old phrase is “SEO is PR and PR is SEO”.
In many ways this is true, as 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 the organization as a whole.
SEO success depends on great content and amplification, and PR helps maximize the value of your content.
On the contrary, SEO provides PR teams with audience insights and optimizes the media assets they create.
Make sure you are closely involved with PR to ensure that your brand is properly understood, as this also affects conversions and profits.
Building a good workflow with PR partners helps:
- Align your messages and stories.
- Build, share and amplify content With digital and social PR.
- Wider media access audiences and with influencers.
Resources to learn more
- Google’s John Mueller praises digital PR
- Digital PR: How to Determine What Looks ‘Good’
conclusion
Optimizing workflows improves campaign performance.
No matter where SEO is located, it needs to be rooted throughout the organization for maximum impact.
From product to sales, SEO helps every aspect of the business.
Seasoned marketers build departmental relationships and use technology and automation to further close knowledge gaps and achieve rapid digital success.
More resources:
- 17 Reasons Why Your Organization’s SEO Performance Is Poor
- Enterprise SEO For WordPress: Proven Plugins, Tips, and Tactics
- Enterprise SEO Guide: Strategies, Tools, and More
Featured image: optarc/Shutterstock
