If you’re responsible for social media for a large organization, odds are good that you either use automated tools or are giving serious thought to using them. At enterprise scale, it’s virtually impossible to manage an effective social program without some kind of software assistance. The good news is that over the past year, social media management tools for the enterprise have become robust and reliable. Marketing Land’s sister site, Digital Marketing Depot, regularly takes deep dives into areas we can’t always cover in depth while we’re keeping up with the rapid change of news in the industry. If you’re involved with enterprise social media projects, I’d recommend checking out their most recent guide, Enterprise Social Media Management Software 2013: A Marketer’s Guide. The second edition of this guide, overseen by Consulting Editors Tamar Weinberg from Techipedia, Analise Kaylor of Intrapromote, and Monica Wright, Marketing Land and … [Read more...] about Enterprise Social Media Management Software: A Marketer’s Guide
Enterprise level project management tools
Your content team fires on all cylinders. You have processes in place that enable your content to garner social shares, page views and engagement from your target audiences. Fantastic! The only problem is that links aren’t happening — and the exec team is looking at your SEO team to explain why. Link acquisition, at an enterprise scale, requires a careful and strategy-driven division of labor. We’ve identified four distinct, task-based roles — the first and most important of which is the link strategist, covered in this article. An Enterprise Link-Building Team: The Lineup I’ll be covering all these roles over the course of this series, but here’s a basic description of each. The Strategist. The Link Strategist is the captain of the ship. He or she drives the campaign, designs the strategy, develops a unique mission, and serves as the liaison between link building efforts, the SEO team, the PR team and the content team. The Prospector. The … [Read more...] about The Missing Role For Enterprise-Level Link Building
To earn worthwhile links, you have to: Critically analyze your client’s site and identify potential assets valuable to their audience. Find relevant, quality sites where your client’s audience lives online. Identify any online relationships, mentions, opportunities or engagement that could lead to a link. Persuasively explain the value of your client’s page to the site owner’s audience in order to secure a link. Matt Cutts said it best when he referred to link building as “sweat plus creativity.” Effective link acquisition at the enterprise level is even more competitive. But links are foundational to online visibility, and even major brands need link building. There are several unique challenges connected to enterprise link building, and many of the solutions to these hurdles lie within communication and transparency. Communication Starts Before You Have The Client Success in enterprise link acquisition is predicated on effective communication. … [Read more...] about Communication & Transparency In Enterprise Link Building
Enterprise SEO platforms such as Searchmetrics, Linkdex and BrightEdge are used by a large number of brands and agencies. As the landscape and industry has evolved, are these tools still worth investing in? Recently, I’ve noticed clients challenging whether these enterprise platforms are truly necessary. Could the budget being spent on them be diverted elsewhere to drive greater performance gains? Most of the platforms’ capabilities can broadly be broken down into the following categories: Performance and insights Technical optimization Forecasting Content marketing Campaign management Probably the biggest factor which determines their usefulness is simply their usage. Teams need to be fully trained in the platform’s capabilities and using them on a daily basis to get the best value. Assuming usage is good, let’s take a look at each of their core capabilities and discuss whether enterprise SEO platforms are still relevant. 1. Performance and insights In my … [Read more...] about Should you still be using an SEO enterprise platform?
The SEO technology space could benefit tremendously from the establishment of technical standards. Implementation of Google’s own specifications is inconsistent within our tools and can lead less-experienced SEOs to believe their sites are in better shape than they are. In the same way that the W3C rallied around the definition of protocol standards in 1994 and the Web Standards Project (WaSP) standardized coding practices in 1998, it’s our turn to button up our software and get prepared for what’s coming next. Stop me if you’ve heard this one. On December 4, I received an email from DeepCrawl telling me that my account was out of credits. That didn’t make any sense, though, because my billing cycle had just restarted a few days prior — and, frankly, we haven’t really used the tool much since October, as you can see in the screen shot below. I should still have a million credits. Logging in, I remembered how much I prefer other tools now. … [Read more...] about How and why the SEO tools industry should develop technical standards