Enterprise SEO is a huge endeavor. With differing opinions from the C-suite, how does one execute a realistic plan of action?

The initial hurdles when managing enterprise SEO can be navigating internal departments and setting the right expectations. In this episode of Content & Conversation, we chat with Jenn Mathews, the SEO Manager at GitHub, and discuss how her experiences (Nordstrom, Groupon) thus far have taught her about implementing SEO on a large scale.

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Show Notes:

00:27: Jenn’s background and how she landed at GitHub

1:06: GitHub’s technical foundation pre-SEO

2:00: How Jenn prioritized SEO with developers, engineers and CTOs in mind

3:14: Beginner vs. advanced keyword topics

5:15: Understanding enterprise intent for a technical audience

6:10: How SEO is defined at GitHub i.e. marketing

7:28: The collaboration between SEO and content creators

8:30: What developer skills overlap with SEO?

10:30: Why SEOs tend to misuse canonicals

12:10: The important of basic HTML understanding

13:00: Common mistakes when growing SEO at the enterprise level

15:18: Educating the C-suite on SEO

16:59: Surprising collaborations with other departments

18:13: What to highlight when reporting metrics to the C-suite

21:45: Focusing on data you can control

22:34: How Google’s update is affecting impressions

24:11: Is there an ideal in-house to agency split?

25:59: How to utilize your budget when growing a department

Show Links:

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Follow Jenn on Search Engine Journal

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