Aug 19 2024
Enterprise PPC Success Checklist: Setting Your Campaigns Up For Success via @sejournal, @navahf

There’s a lot of well-meaning PPC advice out there. This advice often finds its way to bosses/clients who ask, “Why aren’t we doing ___?”

The problem is most of these studies and data sets are focused around ecommerce. Enterprise accounts (even enterprise ecommerce) will behave differently than their non-enterprise counterparts.

There are a few reasons why there’s a shortage of enterprise advice:

  • Ad networks (particularly Google) tend to focus on ecommerce.
  • It’s easier to build statistically relevant data sets for ecommerce because there’s more data than lead gen.
  • Enterprise brands tend to have a lot of red tape to get through, so it’s harder to share what works.

We’re going to invest a bit of time digging into enterprise PPC, and how to set yourself up for success in your account as well as how to communicate that success to stakeholders.

Like anything in PPC, it’s important to balance this advice with what you know is actually important for your account.

The Checklist

We’ll be diving into each of these in-depth, but if you only have time for a quick skim, here are the main questions to ask yourself:

  • Have I built in enough time to launch the campaign?
  • Do I trust my CRM set-up and my internal processes?
  • How much flexibility do I have with technical implementation?
  • Which channels will meet with creative approval?
  • Did I opt out of all auto-generated content (and should I fight to let some stay)?
  • Are my budget pacing rules in line with my finance team’s expectations?
  • Have I set myself up for all markets I need to serve (national/domestic)?
  • Will I be able to pull reports on metrics my stakeholders are expecting?

Have I Built Enough Time To Launch The Campaign?

Whether you’re building for an enterprise or an SMB (small/medium business), ad platforms take time to stand up. This is due to ad platform verification and learning periods.

As a general rule, you will need to build in at least one to two weeks for account verification. This is required for everyone and is a safety measure to ensure the ad account represents the business it’s going to be promoting.

Ad networks (particularly Google) are fairly strict about double serving (i.e. you can’t have more than one ad account targeting potential traffic). The verification process (done through postcard) is a way to ensure your account is assigned to you and protects you from bad actors setting up another ad account targeting your business.

Beyond verification, you’ll need at least five to seven days minimum for your accounts to clear learning periods. These are for ad networks to understand your account/campaign and make meaningful budget allocation choices. During this time, you may need to use volume or impression share bidding due to the lack of conversions.

We’ll go into conversions in depth later in the post, but there are some pitfalls for brand-new enterprise accounts to avoid:

  • Using any smart (conversion) based bidding until you have at least 60 conversions in a 30 day period.
  • Setting up your account as a “Smart” campaign account (you need to create your account without a campaign).

If you’re adding a campaign to an existing account, you’ll be able to bypass most of these items, however, you still want to make sure you build in time for:

  • Confirming conversion actions are correct.
  • Learning period for new campaigns (still takes five days).
  • Ad approval process (two to three days).

Do I Trust My CRM/Internal Processes?

Ad networks are moving away from offline conversions, which means it’s even more important than ever that your CRMs are able to connect with your ad networks.

enhanced conversionsScreenshot from author, August 2024

Using Enhanced Conversions With CRMs

There’s a lot that can go wrong with CRM set-up and management, and those mistakes can skew lead scoring and reporting. Make sure that you trust how leads are received and tagged before beginning any serious spend.

It’s worth noting that Google (and other ad platforms) can take in the customer value (and lifetime value) of a client. So you’ll want to consider passing that info through as revenue and profit-based bidding tends to lead to better results than just conversions.

CPA for bidding strategies Image from Optmyzr, August 2024
ROAS for different bidding strategyImage from Optmyzr, August 2024

However, the CRM is just one piece of the puzzle. You also need to make sure your internal teams are prepared to handle the new leads and tag them correctly.

Depending on how your team is incented, they may put in dummy data or inaccurate data to stop their co-workers from “taking” their deals

How Much Flexibility Do I Have With Technical Implementation?

One of the most insidious parts of enterprise setup is clearing IT permissions.

Google Tag Manager (GTM) is the easiest/safest way to go through tracking pixels because once you get that installed, you can add any new pixels without needing to touch the site.

However, if you’re not allowed to touch the main site at all, you may need to look at landing page solutions or lead gen/call ads.

Here are the main considerations to be prepared to answer when helping your IT team get on board with implementing entities for you.

  • Privacy compliance requires that users be asked for consent to track. Even if there’s no conversion tracking, there are still cookies to remember preferences. This is needed for everyone, and if they’re going to help you get that set up, it will cause no performance issues to include conversion tracking pixels.
  • Plan to test conversion actions and build in rules around spam leads (excluding “1234567890” as a phone number, “test” in any field, etc.). Additionally, you may need to ask for help configuring revenue tracking in analytics/CRMs. Make sure you ask for exactly what you need and include documentation on why.

In an ideal world, you’d have your IT team set you up with consent mode. However, if you can’t, pushing for GTM is an acceptable compromise.

If your IT teams will budge at all, you may need to opt for auto or smart bidding. This means opting for max clicks or target impression share with a bid cap or manual bidding with bid adjustments.

Which Channels Will Get Creative Approval?

Different channels are going to have different tools for approval.  Google is really useful at allowing for both control and leaning into AI.

And when you lean into AI, you’re able to use brand safety standards. Additionally, there are placement controls so that you can ensure brand alignment. These include:

  • Brand standards for AI.
  • Placement reports for exclusions.
  • Ad previews.

Microsoft also allows full control and allows you to use Copilot to generate images and videos. LinkedIn, by and large, is in full control.

Meta is the one with the most risk for control because it tends to require more automation for performance gains. That said, all brands can avail themselves of more rigid controls.

Finally, there are several visual platforms that allow you to use either influencer, user-generated, or other content for ad placements. When you’re working with humans for videos, it’s on you to ensure that they meet your own brand standards.

So it’s less a question about brand standards in terms of fonts, colors, and design, and more a question of, will you be able to secure the talent for the video you want to produce?

Did I Opt Out Of All Things Auto (& Should I Fight To Keep Some)?

Most ad platforms will, by default, opt you into expansion of placements, expansion of traffic, as well as new creatives. You, as the practitioner, will need to decide which ones to keep, if any.

In most cases, on the enterprise side, none of them will fall under compliance, so you will want to opt out of all of them.

Here Is A List Of The Most Common Pitfalls In Terms Of Automated Settings

  • Automated created assets: Text, image, and video creative that gets created and added to your ads based on ad rank and placement type. Opt out of this in the account settings, as well as in the asset section of your campaign menu.
  • Automatically applied recommendations: These can be useful and should be reviewed. but not applied. Make sure you turn them off in account settings and review them in recommendations.
  • URL expansion in performance max: While this is a reasonable stand-in for Dynamic Search Ads (DSA), it’s important to remember that you won’t have the same level of control. This means your SEO-exclusive pages (blog, sitemap, etc) might get pulled in. Just be sure to leave that unchecked.
  • Setting your bidding to a bidding strategy you don’t intend: Because ad platforms want you to use conversion-based bidding, manual and automatic bidding are hidden in the drop-down menu.

Are My Budget Pacing Rules In Line With Finance’s Expectations?

It’s critical to remember that stated budgets aren’t guarantees of actual spend. Ad platforms will do their best to average out across 30.4 days of your stated daily budget.

All budgets should be able to fit enough interactions in their advertising schedule to get at least one lead/sale on paper. In practice, this translates to my bids not exceeding 10% of the daily budget rule because 10% is a really good conversion rate for non-branded.

However, starting a new campaign and account to lead to even more fluctuation. As a campaign is ramping up, you may have low- or high-spending days. This is normal but might cause finance to worry.

As a general rule, using portfolio bidding strategies is a great way to ensure bid caps and floors for all campaign types. However, if you’re using SA360, you’ll also have access to these for Performance Max campaigns (not available in “regular” Google Ads).

Whether you use portfolio bidding strategies to ensure auction price stability or not, remember that any major change to bidding strategies (including budget, goal, and type) will initiate a learning period. If a campaign is on the newer side, it might not have the conversions to quickly clear this learning period.

As a general rule, it’s a good idea to ask for about 20% more budget than you anticipate needing in the first 90 days of a campaign, which can be utilized for testing or to shore up any fluctuation in new campaigns.

Have I Set Myself Up For All Markets I Intend To Service (International/Domestic)?

Managing multiple markets is always tricky, and if you’re targeting more than just one country, it gets even more complex. Different people search and think in different ways, and if you take the same campaign that worked in one market, it may struggle in another.

Add to this the different costs of living and internet connectivity in different markets, and there’s a lot to think about before getting to translations.

As a general rule, you should not include more than one country per ad account so you can run the schedule based on that country. Additionally, if a market is a growing market, you don’t want that bad data averaging into your thriving markets.

On translating your campaigns: make sure you can service any language you’re translating into. Even though there are great deals to be had on non-English ad buys, the inability to service those customers will turn it into waste.

Make sure you know the different privacy compliance regulations for each market. Any campaigns targeting outside the US will likely need consent mode enabled.

Will I Be Able To Report On The Metrics My Stakeholders Are Expecting?

On a similar note, many are used to thinking of PPC as fast-paced and perfect reporting. This is no longer the case. It’s really important that you set out a framework from the beginning for which metrics your stakeholders will hold you accountable.

If they care about return on ad spend, conversion tracking must be set up correctly. For brands that refuse to allow third-party integrations on their sites, this may cause tracking and reporting issues.

As a general rule, getting buy-in for conversion tracking isn’t as hard as getting CRM/sales data to sync up.

However, if you can clear that hurdle, you’ll be able to report on lead quality as well as average customer value. Without that information, reports will be limited to objective CPA, conversion rate, and ad-specific metrics.

I like getting stakeholders invested in impression share and understanding how much impression share is lost due to rank or budget so they have a clear understanding of what their choices mean for the account.

Finally, try to work with the organic team to link up Search Console so you can share organic reports between teams.

Final Takeaways

Whether you’re setting up campaigns for enterprises or SMBs, there are some core focal areas for every PPC practitioner.

Hopefully, you found this a helpful start on your own enterprise PPC checklist.

More resources: 

Featured Image: PeopleImages.com – Yuri A/Shutterstock

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Aug 8 2024
Creating Value And Content Across Multiple City And Area Service Pages via @sejournal, @TaylorDanRW

For enterprise multi-location businesses, the alignment of your SEO strategy and business strategy is crucial for success.

Whether the business is operating a franchise model, a retail chain, or multiple hubs operating as a service area business, your approach to local SEO needs to be tailored to meet your specific goals. It also needs to be scalable and efficient enough to be maintained while returning long-term ROI.

Another key requirement is that your content approach produces enough value for users, and Google, so that it falls above the indexing quality threshold.

This means going beyond the standard best practices for local SEO and creating a local SEO campaign that drives brand visibility and conversions sustainably.

Aligning The SEO & Business Strategies

Multi-location businesses have different objectives.

While the basics of multi-location management are the same, your approach needs to work with the overall strategy and align with the overall business objectives.

For example, the strategy franchise business with multiple operators running service businesses in multiple towns, cities, and states will differ from a big-box store with hundreds of locations in multiple states.

Success metrics also vary. Typically, the KPIs for enterprise local SEO campaigns fall into one of the following categories:

  • To drive visibility and footfall to the individual locations.
  • To funnel local intent searches to the online store for direct delivery, or future interaction with local stores.
  • A combination of the two above.

Depending on what the business determines as “success” will greatly impact your approach to creating a choice architecture for users, and how you report on success.

Approaches To Bulk Local Page Creation

Over the years, our approach to describing and producing multiple area service pages has changed.

A decade ago, we’d describe low-quality versions with small amends and largely the same content as doorway pages, something Google moved to devalue over time.

In more recent years, with the increased popularity of programmatic SEO, or pSEO, this method has become a popular go-to for creating these pages at scale.

Programmatic Content Creation For Local Service Pages

For businesses that operate hundreds or thousands of locations, programmatic or partial-programmatic content creation can be an attractive option.

Programmatic SEO, or pSEO, allows you to scalably generate large volumes of content. This approach has helped a number of businesses scale, but it can also lead to problems if the pages being created don’t create enough of a unique value proposition for Google to invest resources.

If we look at two common website architectures for local service pages, we typically have either a central service page and then local service pages, or a central page that acts as a gateway to the locale service pages – such as a store locator.

Local service page hierarchyImage from author, July 2024

Depending on your business type, you will likely choose one structure over the other by default, but both can come with their challenges.

With a central service page structure you can run into issues with creating unique value propositions and ensuring each page has enough differentiation and falls above Google’s quality thresholds for indexing.

The store locator page approach can cause issues with PageRank distribution and how you internally link to the different locations. Most user-friendly store location applications don’t load HTML links, so while visually linking to all the stores, Google can’t crawl the links.

A common issue with both of these approaches, however, is how you work to capture “wider” searches around the locations.

Local Content Value Propositions

Local pages are at their most helpful when they tailor best to the location.

Historically, I’ve seen companies do this by “bloating” pages with additional information about the area, such as a paragraph or two on local infrastructure, schools, and sports teams – none of which is relevant if you’re trying to get people to visit your hardware store or enquire about your home-visit security fitting services.

It’s also not enough to just change the location name in the URL, H1, Title Tag, and throughout the body copy.

When this happens, Google effectively sees near-duplicate pages with very little differentiation in the value proposition that is relevant to the user query.

A symptom of this is when pages are shown as not indexed in Search Console, and Google is either choosing to override the user-declared canonical, or they’re stuck in either the Discovered or Crawled, not currently indexed phases.

There will always be a level of duplication across local service and location pages. Google is fine with this. Just because something is duplicated on multiple pages doesn’t mean it’s low quality.

Creating Value Proposition Differentiations

This is where I tend to favor the partially programmatic approach.

Programmatic can fulfill 70%(+) of the page’s content; it can cover your service offerings, pricing, and company information for those specific locations.

The remaining percentage of the page is manual but allows you to create the value proposition differentiation against other pages.

Let’s say you’re a multi-state courier service, and you have many routes to market, and your main distribution hubs in Texas are in Austin, San Antonio, and Dallas, and you want to target potential customers in Euless.

The services you offer for Euless are the same as what you offer customers in Pflugerville, Kyle, and Leander – so those parts of each location page will be the same on all of them.

But Euless is served by the Dallas hub and the others by the Austin hub – this is your first content differentiation point to highlight.

You can then use data from within the business, and keyword research, to flesh out these pages with travel time data.

Customers looking for courier services in Euless might be looking for Euless to Austin, or Euless to Houston services – so building this into the local page and having a time estimation to popular locations from the destination shows local specialism and helps customers better understand the service and plan.

Your business data will also help you identify the customer types. For example, many jobs booked in Euless might be for university students moving out to live on campus, so this is again more localized targeting to the customer base that can be included on the page.

Internal Linking

When it comes to internal linking, the use of pseudo-HTML sitemaps can help with this and not only act as clean internal links through the pages, but also be beneficial to users and allow you to create other landing pages to target county or area level searches.

Ten years ago on a property finder page, the team I worked with built out a page structure pattern of County > Town/City whilst pulling through relevant locations into the landing pages along the way.

Search by countyScreenshot from author, July 2024

Visually, this just acted as a more “manual” method for users to filter from the non-location specific pages towards their local areas.

Google Business Profile Linking

Another key component that is often missed is the direct linking of Google Business Profiles (GBPs) to their related location page on the website.

I come across a number of multinationals and nationals who link back to their company homepage, sometimes with a parameter to highlight which GBP the user has clicked through from – but this is both poor web architecture and poor user choice architecture.

If a user is looking for a service/store in XYZ, they don’t want a homepage or generic information page if they click on the website link.

In terms of user-choice architecture, from here a user could navigate to a different store or page and miss key information relevant to them, that otherwise could have driven a sale or enquiry.

Google’s Local Algorithms

In addition to Google’s core algorithm and more general Search ranking signals, Google has released updates specifically targeting local queries. The two main ones are:

  • Pigeon 2014: This update aimed to provide more relevant and accurate local search results by tying local search results more closely to general Search ranking signals. User proximity (as a signal) also received a boost.
  • Possum 2016: This update aimed to enhance the ranking of businesses located just outside city limits, making search results more location-specific to the user’s proximity to the business. Address-based filtering was also introduced to avoid duplicate listings for businesses sharing the same address (such as virtual offices).

These updates make it harder for businesses to spoof being present in a local market, and potentially not offering a value proposition that matches or meets the needs of the searcher.

Anecdotally, Google seems to prioritize ranking businesses that provide the most comprehensive information.

This includes opening dates, onsite dining options (if applicable), special opening hours, business categories, service listings, and defining the service area and service types.

Google Business Profile Importance

Following the guidelines is a must, but even then, you can fall foul of Google’s auto-detection checks.

Working with an international software company, that has multiple offices across Asia, a number are rented floors in shared offices.

We assume that occasionally, Google detects the shared addresses and mistakes them as being a virtual office/fake address, which is something the Possum algorithm update looked to reduce.

When you’re working with an enterprise organization with a large number of physical locations, the approach to Google Business Profile management can become more complex through internal stakeholder management and understanding how GBPs fit into, and contribute, to the overall objectives and ecosystem.

Reporting GBP Data

Depending on your objectives, how you report success will vary between campaigns.

From the Google API, you can access listing-level data for your Impressions, and a breakdown of different user interactions (infer impressions and clicks from GSC mirror metrics).

Atypical Google Business Profile reporting dashboard. (Screenshot from author, July 2024)

In my opinion, any business operating across multiple towns, cities, counties, or states needs to have some form of GBP monitoring and reporting visibility outside of tracking parameterized URLs in Google Search Console and other analytics platforms (assuming you’re using parameters on your GBP website links).

More resources: 

Featured Image: ivector/Shutterstock

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Jul 29 2024
5 Automated And AI-Driven Workflows To Scale Enterprise SEO via @sejournal, @seomeetsdesign

That’s where Ahrefs’ in-built AI translator may be a better fit for your project, solving both problems in one go:

GIF from Ahrefs Keywords Explorer, July 2024

It offers automatic translations for 40+ languages and dialects in 180+ countries, with more coming soon.

However, the biggest benefit is that you’ll get a handful of alternative translations to select from, giving you greater insight into the nuances of how people search in local markets.

For example, there are over a dozen ways to say ‘popcorn’ across all Spanish-speaking countries and dialects. The AI translator is able to detect the most popular variation in each country.

Screenshot from Ahrefs Keywords Explorer, July 2024

This, my friends, is quality international SEO on steroids.

2.   Identify The Dominant Search Intent Of Any Keyword

Search intent is the internal motivator that leads someone to look for something online. It’s the reason why they’re looking and the expectations they have about what they’d like to find.

The intent behind many keywords is often obvious. For example, it’s not rocket science to infer that people expect to purchase a product when searching any of these terms:

Screenshot from Ahrefs Keywords Explorer, July 2024

However, there are many keywords where the intent isn’t quite so clear-cut.

For instance, take the keyword “waterbed.” We could try to guess its intent, or we could use AI to analyze the top-ranking pages and give us a breakdown of the type of content most users seem to be looking for.

Gif from Ahrefs Keywords Explorer, July 2024

For this particular keyword, 89% of results skew toward purchase intent. So, it makes sense to create or optimize a product page for this term.

For the keyword “arrow fletchings,” there is a mix of different types of content ranking, like informational posts, product pages, and how-to guides.

Screenshot from Ahrefs Identify Intents, July 2024

If your brand or product lent itself to one of the popular content types, that’s what you could plan in your content calendar.

Or, you could use the data here to outline a piece of content that covers all the dominant intents in a similar proportion to what’s already ranking:

  • ~40% providing information and answers to common questions.
  • ~30% providing information on fletching products and where to buy them.
  • ~20% providing a process for a reader to make their own fletchings.
  • And so on.

For enterprises, the value of outsourcing this to AI is simple. If you guess and get it wrong, you’ll have to allocate your limited SEO funds toward fixing the mistake instead of working on new content.

It’s better to have data on your side confirming the intent of any keyword before you publish content with an intent misalignment, let alone rolling it out over multiple websites or languages!

3.   Easily Identify Missing Topics Within Your Content

Topical gap analysis is very important in modern SEO. We’ve evolved well beyond the times when simply adding keywords to your content was enough to make it rank.

However, it’s not always quick or easy to identify missing topics within your content. Generative AI can help plug gaps beyond what most content-scoring tools can identify.

For example, ChatGPT can analyze your text against competitors’ to find missing topics you can include. You could prompt it to do something like the following:

Screenshot from ChatGPT, July 2024

SIDENOTE. You’ll need to add your content and competitors’ content to complete the prompt.

Here’s an example of the list of topics it identifies:

Screenshot from ChatGPT, July 2024

And the scores and analysis it can provide for your content:

Screenshot from ChatGPT, July 2024

This goes well beyond adding words and entities, like what most content scoring tools suggest.

The scores on many of these tools can easily be manipulated, providing higher scores the more you add certain terms; even if, from a conceptual standpoint, your content doesn’t do a good job of covering a topic.

If you want the detailed analysis offered by ChatGPT but available in bulk and near-instantly… then good news. We’re working on Content Master, a content grading solution that automates topic gap analysis.

I can’t reveal too much about this yet, but it has a big USP compared to most existing content optimization tools: its content score is based on topic coverage—not just keywords.

Screenshot from Ahrefs Content Master, July 2024

You can’t just lazily copy and paste related keywords or entities into the content to improve the score.

If you rely on a pool of freelancers to create content at scale for your enterprise company, this tool will provide you with peace of mind that they aren’t taking any shortcuts.

4.   Update Search Engines With Changes On Your Website As They Happen

Have you ever made a critical change on your website, but search engines haven’t picked up on it for ages? There’s now a fix for that.

If you aren’t already aware of IndexNow, it’s time to check it out.

It tells participating search engines when a change, any change, has been made on a website. If you add, update, remove, or redirect pages, participating search engines can pick up on the changes faster.

Not all search engines have adopted this yet, including Google. However, Microsoft Bing, Yandex, Naver, Seznam.cz, and Yep all have. Once one partner is pinged, all the information is shared with the other partners making it very valuable for international organizations:

Most content management systems and delivery networks already use IndexNow and will ping search engines automatically for you. However, since many enterprise websites are built on custom ERP platforms or tech stacks, it’s worth looking into whether this is happening for the website you’re managing or not.

You could partner with the dev team to implement the free IndexNow API. Ask them to try these steps as shared by Bing if your website tech stack doesn’t already use IndexNow:

  1. Get your free IndexNow API key
  2. Place the key in your site’s root directory as a .txt file
  3. Submit your key as a URL parameter
  4. Track URL discoveries by search engines

You could also use Ahrefs instead of involving developers. You can easily connect your IndexNow API directly within Site Audit and configure your desired settings.

Here’s a quick snapshot of how IndexNow works with Ahrefs:

In short, it’s an actual real-time monitoring and alerting system, a dream come true for technical SEOs worldwide. Check out Patrick Stox’s update for all the details.

Paired with our always-on crawler, no matter what changes you’re making, you can trust search engines will be notified of any changes you want, automatically. It’s the indexing shortcut you’ve been looking for.

5.   Automatically Fix Common Technical SEO Issues

Creative SEO professionals get stuff done with or without support from other departments. Unfortunately, in many enterprise organizations, relationships between the SEO team and devs can be tenuous, affecting how many technical fixes are implemented on a website.

If you’re a savvy in-house SEO, you’ll love this new enterprise feature we’re about to drop. It’s called Patches.

It’s designed to automatically fix common technical issues with the click of a button. You will be able to launch these fixes directly from our platform using Cloudflare workers or JavaScript snippets.

Picture this:

  1. You run a technical SEO crawl.
  2. You identify key issues to fix across one page, a subset of pages, or all affected pages.
  3. With the click of a button, you fix the issue across your selected pages.
  4. Then you instantly re-crawl these pages to check the fixes are working as expected.

For example, you can make page-level fixes for pesky issues like re-writing page titles, descriptions, and headings:

Screenshot from Ahrefs Site Audit, July 2024

You can also make site-wide fixes. For example, fixing internal links to broken pages can be challenging without support from developers on large sites. With Patches, you’ll be able to roll out automatic fixes for issues like this yourself:

Screenshot from Ahrefs Site Audit, July 2024

As we grow this tool, we plan to automate over 95% of technical fixes via JavaScript snippets or Cloudflare workers, so you don’t have to rely on developers as much as you may right now. We’re also integrating AI to help you speed up the process of fixing fiddly tasks even more.

Get More Buy-In For Enterprise SEO With These Workflows

Now, as exciting and helpful as these workflows may be for you, the key is to get your boss and your boss’ boss on board.

If you’re ever having trouble getting buy-in for SEO projects or budgets for new initiatives, try using the cost savings you can pass as leverage.

For instance, you can show how, usually, three engineers would dedicate five sprints to fixing a particular issue, costing the company illions of dollars—millions, billions, bajillions, whatever it is. But with your proposed solution, you can reduce costs and free up the engineers’ time to work on high-value tasks.

You can also share the Ultimate Enterprise SEO Playbook with them. It’s designed to show executives how your team is strategically valuable and can solve many other challenges within the organization.

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