Moz · Video summary
SEO Co-Conspirators: Navigating Complex Systems by Jackie Chu | MozCon 2023
Enterprise SEO success hinges on aligning with others' goals, not just technical fixes. Leverage legal/accessibility, business owners, and bug reporting to drive implementation.
Watch on YouTube ↗Key takeaways
- 🎯Only 20-40% of SEO recommendations are typically implemented, highlighting a significant gap between strategy and execution in enterprise environments.01:40
- 💡Framing SEO initiatives around others' priorities (e.g., legal compliance, business owner success) is more effective than solely citing "SEO" as the reason.02:46
- 🚀Identify and engage your legal or accessibility team to champion SEO improvements that also meet compliance standards.03:41
- 📈Accessibility best practices often overlap with SEO best practices (e.g., title tags, alt text, transcripts, descriptive links), offering a dual benefit and a strong argument for implementation.04:09
- 🔍Many accessibility guidelines (like perceivable, operable, understandable, robust content) directly translate to improved user experience and search engine crawlability.06:40
- 🚀Partnering with business owners (Product Managers, Product Marketing Managers) can provide engineering resources and a 'get things done' mentality, accelerating implementation.13:51
Chapters
- 0:45🎤 Introduction and The Challenge of Enterprise SEO
- 2:21💡 The 'No One Cares' Problem
- 3:02🤝 Finding Co-Conspirators
- 3:22⚖️ Ally 1: Legal and Accessibility Teams
- 4:21♿ Understanding Web Accessibility
- 5:14📈 SEO and Accessibility Overlap
- 6:36📊 Accessibility Guidelines and Principles
- 8:16📄 SEO Wins from Accessibility Practices
- 9:06🎙️ Podcast SEO and Accessibility Example
- 10:25🔗 Case Study: Square's Internal Links
- 12:01⚖️ Legal Ramifications of Inaccessibility
- 13:14✅ Web Accessibility Checklist for SEO
- 13:51🧑💼 Ally 2: Enlisting Business Owners
- 15:17🎯 Targeting Tier 2 Projects
- 17:28📈 Framing SEO for Business Owners
- 18:31🚀 Square's 'Win the Tap' Initiative Example
- 21:44🛠️ Ally 3: Working with Engineering Teams
- 23:00🐛 Identifying Bugs vs. Features
- 24:21📱 Bug Examples: Rendering and Mobile/Desktop Differences
- 25:39🚫 Bug Examples: Blocking Googlebot
- 26:45📉 Bug Example: Rate Limiting Impact
- 28:11🚨 Bug Example: 500 Errors on Robots.txt
- 29:33🏆 Conclusion: Packaging SEO for Success
The digest
Navigating Enterprise SEO: Building Alliances for Implementation
This presentation addresses the common challenge in enterprise SEO: getting recommendations implemented. It argues that framing SEO initiatives through the lens of other teams' priorities and motivations is crucial for success, rather than solely focusing on SEO benefits. This approach is valuable for SEO professionals in larger organizations who struggle with cross-functional buy-in and resource allocation.
Keep reading in The Digest
The full 6-minute article, 5 more sections, and every new episode from Moz and the creators you follow.
- The Implementation Gap in Enterprise SEO
- Finding Your SEO Co-Conspirators
- Key Frameworks, Models, or Mental Maps
- Practical Implications & Takeaways
- Action-Oriented Summary