Enterprise SEO slides used at a breakfast session held by OMG in Norway.

1. Enterprise SEO
OMG Frokostseminarer

2. Me myself and I …..
• Started in 1997
• Board of directors SEMPO.org
• Advisory board Bing Advertising
• Co-Wrote the first book about the topic
in my home country Iceland
• Co-Wrote the first book about Global
Search Engine Marketing
• Father of five children
Brands I have enjoyed working for:

5. Frokostseminarer – Enterprise SEO
YOU, THE PEOPLE...

6. Less than 20% of those
attending this session have
Search Engine Optimized their
front page TITLE
<title>XXXX AS</title>

7. More than 90% of those that
are here in this room are using
Google analytics…. 3%
nothing …. that I could find

8. Around 40% of those that are
here in this room are B2B, so
why “only” Google?

9. Frokostseminarer – Enterprise SEO
THE BASICS

10. CMS Issues – Set the foundation
• There are tens of tech signals that Google needs for
your site to rank
• Technology to technology
• Your CMS system should be evaluated by an SEO
professional to identify problems like:
– URL structures that cause duplicate content / difficult to
index
– Session IDs
– JavaScript or Flash drop down menus that can't be indexed
– Lack of support for Custom Page Titles
– Lack of support for rel=canonical tags

11. Organic search opportunity

12. Content – The driver of traffic
• Its all about content authority
• Make sure that you distribute valid unique content regularly
that is pushing your message
• Repeated surveys* show business decision makers use the
internet widely and especially content
• 93% of B2B decision makers use the internet for business
every day
• The higher the budget the decision maker has, the more likely
search engines are in playing a role in research and decision
making
• 40% of business decision makers expect their Web usage to
increase
*Enquiro, Outsell, eMarketer. IDG and IAB

13. Usable analytics – Understand & Act
• Make data-driven Conversion tracking
decisions that improve
your ROI 16,344
Clicks
• Google Analytics and
Webmaster tools as a 9,586
Service
bare minimum reviews
• The key question is what 5,311
do you want to get out Conversions
of it?

14. Fujitsu
Case Study, with a twist …

15. Project Summary
• Fujitsu IT Services is a leading provider of IT services
and products for the global marketplace including
applications, infrastructure and business
solutions, hardware, software and networking
• When the Fujitsu work started they Fujitsu had no
top 50 visibility under core phrases such as:
– IT Services
– IT Solutions
– IT Consulting
• Using a mixture of on-site and off-site SEO, plus a
multilingual content seeding strategy, improvements
in visiblity were made.

16. Fujitsu
METHOD

17. Method – Top Level
• The project started with a deep dive into the
competition, technical analysis and the on-site analytics
• Focusing preliminary on the title tags, META descriptions, the
build up of anchor tags within the Fujitsu sites and the first
two paragraphs of copy within each page
– This was done this way due to the content control hierarchy being
complex and the limitations within the CMS
• The external links were created through link-baiting using
White-Papers and “BIG” news. Other methods were also used
for external endorsing of the site/pages
• Realizing the potential of Google Universal search, the focus
was on writing content endorsing Fujitsu as the leader in its
field, with the goals to:
– Maximize brand visibility
– Gain further online endorsement through controlled content
– Saturate search results, such as Web, Blog and News

18. The Competiton
• Among the competitors looked at while preparing for
the project were:
– IBM, Atos Origin, Capgemini and Logica
• What we focused on was to „sniff“ their online
organic and PPC strategies, focusing on
understanding their:
– PPC efforts such as creative’s, targeted keywords and
budget
– Organic keywords returning traffic and to where
– Sites returning traffic
– Building of links and Anchor tags

19. Objectives
• Cost-effectively increase revenue by:
– Increase Fujitsu‘s visibility from close to zero in non-
branded searches to reaching top 30 with 80% of the
phrases in keyword clusters created
• Within focused markets
– Boost Fujitsu brand recognition and tie closer to three core
phrases:
• IT Services
• IT Solutions
• IT Consulting
– Raise Fujitsu relevance for product/service searches
• Generate conversion on sales leads
• Understand stakeholder impact

20. Fujitsu
UK IMPACT SAMPLE

21. UK Impact – Before we started
• In the beginning of the project there were clear
signals that Fujitsu was not as prominent on the
search engines as it could/should
• The signals echoed on poor visibility for none
branded/Informational search phrases
• Core phrases
– International core phrase was
• IT services
– Local UK core phrases were
• IT solutions
• IT consulting

22. After implementation & optimization
• Fujitsu reached
– Number ONE for IT Services on Google UK and .COM
within the UK
– Number THREE for IT Solutions on Google UK and number
six on .COM within the UK
– Number NINE for IT consulting on Google UK and number
eleven on .COM within the UK

23. Fujitsu IT Services
• Fujitsu number one for „IT Services“
– IT Services, 35k searches within the UK each month

24. BUT...

25. … they killed
Kenny!!!

27. Bottom line
The path forward

28. Don’t loose sights of the big picture …
CMS
Analytics
Content
Links Social
The path to success

29. Kristján Már Hauksson
THANK YOU