An approach to define SEO scope and measure success in large enterprise organizations

2. Enterprise SEO: How to
define and measure SEO
success to the business
Paige Ford
SEO Lead, Netflix
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3. Often when we refer
to enterprise SEO, we
think of scale
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4. 4
Netflix’s Scale
Original and
licensed TV
shows and
movies

5. 5
Netflix’s Scale
30+ languages
& 200M+
Members

6. And we’re global

7. Enterprise SEO also
includes the scope of
a business
7

8. 8
Netflix’s Scope
Games
Streaming E-commerce Customer Service

9. How do you measure
SEO success across
the business?
9

10. 10
Define the scope of
SEO to the organization
and get buy in from
stakeholders &
decision makers
Define the
scope
Develop clear SEO
goals that ladder up to
the goals of each
vertical
Develop clear
goals
Measure what SEO
team has direct impact
on
Measure
what SEO can
control

11. Determine where
and how SEO can
bring value to the
organization
Define the scope

12. Find the decision
maker that can
support or expand
the scope of SEO
Define the scope

13. Get buy-in ->
Present a business
case and use wins
from other areas
Define the scope

14. 14
Define the scope
Games
Streaming E-commerce Customer Service
Growth Engagement Retention

15. We understand our
scope, now what?
15

16. Develop clear goals
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Develop clear goals
1 What is the business trying to accomplish
2 What is our high level SEO goal that ladders up to
the business goal
3 How will we measure it with confidence
4 What are the initiatives that can get us there

17. Develop clear goals
17
Develop clear goals
Business Goal: Increase
revenue with a focus on
international markets
Business Goal: Increase
engagement to a new
content vertical
Business Goal: Increase
customer retention and
reduce costs
Growth Engagement Retention
SEO Goal: Increase traffic
with a focus on international
markets and to an extent,
increase revenue
SEO Goal: Increase traffic
and engagement from
search to a new site section
SEO Goal: Reduce costs
through the discovery of self
service content

18. Before we develop our
tactics, how will we
measure?
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19. Measure what SEO can control
19
Measure what SEO can control
01 02
What can SEO
directly impact?
Is it measurable?
+

20. 20
Measure what SEO can control
Internal Factors
● What the SEO
team can control
● What areas other
teams are
responsible for

21. Measure what SEO can control
External Factors
● Years of brand
recognition
● Changes in the
market
● Changes in
consumer behavior

22. Measure what SEO can control
Does SEO team have
control?
● Conversions from
search vs.
increasing
conversion rates
● Engagement from
search vs.
increasing sitewide
engagement

23. Measure what SEO can control
Is it measurable from
SEO efforts?
● Search traffic from
SEO efforts vs.
search traffic from
external forces
● Customer retention
over a period of
time

24. Let’s take a look at
some examples
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25. Measurement of Growth
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Measure what SEO can control
SEO goal: Increase traffic from international markets
and to an extent, revenue
What SEO team can control:
● Creation of new site sections and content
● Technical SEO improvements
What we can measure:
● Traffic to new site sections and content
● Incremental traffic due to technical SEO changes
● Incremental conversions from additional search
traffic
What’s missing
● Increasing conversion rates

26. Measurement of Retention
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Measure what SEO can control
SEO goal: Reduce costs through the discovery of self
service content
What SEO team can control:
● Creation and optimization of help content
● Technical SEO improvements
What we can measure:
● Cost savings due to the creation of self service
content
● Cost savings due to technical SEO
improvements
What’s missing
● Measuring retention
● Measuring an increase in traffic

27. Continuous cycle
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Define scope and get
buy-in
Expand scope when
there is an opportunity
Clearly communicate
and show the results
of SEO efforts
Determine how SEO
can impact the
business

28. Thank you!
Paige Ford
SEO Lead, Netflix
/paigeford
@pgfrd
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