Coming up with great Digital Marketing ideas is only part of the battle. Those ideas are worth nothing unless you can get the organization to make the change. That's not always so easy! This presentation will give you some ideas on how to get that done.

1. @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

2. @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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3. @seankainec, @stonetemple
How SEO is Perceived – Version One
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4. @seankainec, @stonetemple
How SEO is Perceived – Version Two
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5. @seankainec, @stonetemple
How SEO is Perceived – Version Three
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We Are Done, Right?

6. @seankainec, @stonetemple
All These Things Interact With Your SEO Efforts
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7. @seankainec, @stonetemple
What SEO Really Is – Part II
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8. @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

9. @seankainec, @stonetemple
Don’t Settle for Being the Keyword People
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10. @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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11. @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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12. @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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13. @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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14. @seankainec, @stonetemple
When in Rome… Speak the Language!
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IT/Coders
Merchants/Product
Sourcers
Senior Leadership
Core Marketing
Creative and Design

15. @seankainec, @stonetemple
Know Your Target!
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16. @seankainec, @stonetemple
CEO: “So and So Said it Works This Way”
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17. @seankainec, @stonetemple
More Than 200 Ranking Factors
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18. @seankainec, @stonetemple
Lots of Debate Over What These Are
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19. @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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20. @seankainec, @stonetemple
CFO: “It Costs Too Much”
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21. @seankainec, @stonetemple
Build a Model for the Total Available Market
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22. @seankainec, @stonetemple
Show Them Who is Getting That Revenue Now!
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23. @seankainec, @stonetemple
CMO: “We Don’t Need to Focus on Online”
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24. @seankainec, @stonetemple
Show Them Who is Getting That Revenue Now!
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25. @seankainec, @stonetemple
Show The Trends in Ad Spending
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26. @seankainec, @stonetemple
CTO: “It Can’t Possibly Work That Way”
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27. @seankainec, @stonetemple
> 500 Trillion Pages on the Web

28. @seankainec, @stonetemple97,000 years to download on your cable modem
Average Page Site: 900KB+

29. @seankainec, @stonetemple

30. @seankainec, @stonetemple

31. @seankainec, @stonetemple
0.4 Seconds
Response Time

32. @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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33. @seankainec, @stonetemple
Dir Mktg: “The Competition is Doing It”
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34. @seankainec, @stonetemple
Others Thought That Too …
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35. @seankainec, @stonetemple
Know When To Call Your Shots!!
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36. @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

37. @seankainec, @stonetemple
Team Building
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