<< by Kaitlyn Smeland Dhanaliwala on May 20th, 2010
Today, I attended a webinar from Bruce Clay at SMN entitled “SEO in Large Organizations- Managing Expectations, Defining Success.“ From the title alone, I expected much of the focus of the presentation to be on setting the right expectations with different stakeholders of an organization and being clear about which metrics will be used to measure progress.
In general, these are important discussions to have in the beginning of a relationship with any client. But large organizations in particular come with special circumstances. They may have a strong pre-existing brand equity, and there are often many inter-related departments with different interests with which you’ll need to coordinate efforts.
The presentation was targeted more toward the in-house audience, but any good SEO agency should also be able to deliver and execute a program in line with the critical factors Clay outlined. Clay identified a number of factors which must be considered in an SEO project for a large organization. Here are just a few of the highlights: