Workstreams are the product of distinct organisations collaborating to achieve the best outcome. Here are four things you need in enterprise SEO.
Sometimes, the terms ‘workflow’ and “stream” are used incorrectly interchangeably.
Workflow is the tempo or rate at which the work you are performing occurs. Additionally, it may be used to describe a procedure.
A workstream, on the other hand, is defined as “the organised output of several distinct, and often unrelated, work groups.”
As consumers demand more digital experiences that are optimised based on their routines, preferences, and intent across channels, the relationship between enterprise SEO and digital marketing is transforming.
SEO is frequently regarded as the consumer’s input. SEO provides digital marketers with intelligence, ranging from market-wide macrotrends to the most granular insights.
Consequently, there are an increasing number of these interdepartmental workstreams in operation.
In fact, according to Gartner, 35% of digital marketing executives anticipated that the greatest challenge in 2021 would come from within the organisation, where creating and sustaining cross-functional partnerships is becoming increasingly important.
In 2022, it is therefore essential to have streamlined and effective workstreams in place across your marketing and digital teams.
Four Crucial Enterprise SEO Workstreams for Accelerating Digital Success
In this hyperconnected environment, these four enterprise SEO workstreams are crucial to your digital marketing success as a whole.
1. IT and Website
Throughout history, the relationship between IT and SEO has been tumultuous.
This is especially true when immediate adjustments, content additions, and CMS system interaction are required.
However, current reality dictates that this essential workstream requires attention.
There is no sense in having a website unless it is optimised for search engines, contains the appropriate content (more on this later), and converts.
This only creates traffic for the sake of traffic.
As Google seeks to reward healthy sites (as assessed by Core Web Vitals), the Google Page Experience Update is bringing IT and enterprise SEOs closer together.
As Google continues to prioritise the user experience, the rate of algorithmic evolution will accelerate with the release of new updates and technical guidelines.
Ensure you comprehend IT challenges, such as harmonising CTO strain and maintaining security and privacy despite search and digital’s requirements.
Ensure you communicate frequently with your IT personnel about:
• Website layout and design: Regardless of whether it’s a new construction, a refresh, or a migration, you must ensure that responsive design meets technical SEO requirements.
• IT development cycles: There is nothing worse than having significant programmes and changes stalled, particularly for Core Web Vitals.
• Core Principles: Ensure your site adheres to all of Google’s recommendations for Core Web Essentials, including those for mobile.
• Structured data: IT should be informed about schema encoding and thin or duplicate content.
• Regularly conduct audits and ensure all website errors and broken links are promptly resolved.
2. Content plus creative
There is no denying the significance of aligning enterprise SEO teams and content.
Not only do SEO insights sustain content, but they also ensure that it is optimised and discoverable, thereby increasing conversions.
What a content writer may consider an outstanding topic may not be appropriate from an SEO and demand standpoint.
SEOs hold the keys to a significant portion of the content domain, including discovering intent and optimising for targeting in-demand topics.
The most forward-thinking businesses are aware that to generate the greatest business impact from marketing and to lead transformation in their digital organisations, they must use SEO and content as catalysts to propel success.
Additionally, the resurgence of E-A-T principles is fostering closer collaboration between SEO, IT, and content workstreams.
The next phase of this partnership depends on the real-time and automated optimisation of dynamic content and its distribution across all digital channels.
• Plan together: theme, messages, calendars, and assets.
• Sharing knowledge: SEO provides the most vital content insights.
• Optimisation at the time of production: Ensure that your content is dynamic and optimised for use on local and mobile digital channels.
• Leverage the potent combination of real-time search intelligence and automation.
• Ensure that all of your content creators are familiar with writing for consumers and SEO fundamentals.
• Ensure SEOs comprehend the nuances of content writing.
3. Demand and Prospect Generation
Your search visibility is essential for any form of lead generation or demand generation campaign.
For many, the difficulty lies in maintaining consistency, continuous motion, and timely conversion.
Therefore, SEO must work closely with demand generation, from identifying opportunities at the top of the funnel to optimising assets at the bottom of the funnel.
While various workstreams can cause friction between demand generation and production for some businesses, the best know how to collaborate and concentrate on key KPIs such as engagement and conversion (beyond just traffic).
To create and optimise lead generators, this is where content, SEO, and demand generation workstreams should converge to a significant degree.
In fact, demand generation encompasses social media, paid digital, webinars, and email, among other channels.
SEO is the most cost-effective and ‘in-demand’ demand generation channel.
Nevertheless, it is essential to collaborate closely with your demand generation team to optimise and measure all campaign channels.
• Ensure that an SEO expert is part of (or in close proximity to) your demand generation team.
• Use your data to identify personas and create content that is optimised for them.
• Discuss new consumer behaviours and emerging opportunities.
• Develop complementary demand (audience) and lead-based strategies together. (conversion). Determine where and how SEO can supplement channels like pay-per-click.
4. SEO plus PR and communications
A common saying states, “SEO is PR, and PR is SEO.”
SEO is beneficial for branding and reputation management in many ways.
Conversely, numerous other, more complex PR channels can benefit from enhanced workstreams.
SEO and PR benefit each other and the organisation as a whole when they collaborate.
PR aids in maximising the content’s value, which is essential for achieving SEO success.
SEO provides audience insights to PR teams and optimises the media assets they produce.
Ensure that you work closely with PR to ensure that your brand is correctly perceived, as this impacts conversions and revenue.
Creating a productive workstream with PR partners assists in: • aligning your messages and stories.
• Creating, distributing, and amplifying content using digital PR and social media
• Expanding media audiences and influencer relationships
Improving workstreams enhances the efficacy of a campaign.
For maximum effect, SEO must be integrated throughout the organisation, regardless of its position.
From product to sales, SEO benefits all facets of a business.
Intelligent marketers are fostering interdepartmental relationships and leveraging technology and automation to bridge knowledge gaps and accelerate digital success.