That means looking at the future of your marketing plan and the new elements at play. In the world of Online Search, the impact is real and immediate. A well planned SEO strategy and digital marketing campaign can make sure your organization remains viable against competitors and increases business margins. Investing in advertising with no distinguishable ROI is a thing of the past for most brands. The problem with Enterprise SEO Strategy is that it can sometimes overwhelm marketing executives. Executives wear multiple hats and don?t have the time or energy to delve into the nuances of technical implementation or stay on the cutting edge of Search Engine algorithm updates and results enhancements. In order to help large brands and marketing executives make educated decisions in prioritizing search, we have provided a list of the top 3 strategies enterprise SEO campaigns need. Business Unit & Organizational Alignment: Is your marketing team setting one KPI after another? Do they live in silos that don?t cross promote sales opportunities? Do you have a clear understanding of where you want to send visitors for particular keywords? Stop the madness! It?s time to take a step back and really start to integrate across your own teams (whether they be internal, agencies, or both). Set up a keyword governance strategy so that each business unit understands what their targeted keywords are, why they are targeting them, and how those differ from other business units. The very nature of this priority alignment and the communication of KPIs allows for strategies that will drive visitors to the appropriate web pages and other digital assets. This also allows business groups to promote each other instead of diluting focus by competing for similar or identical goals. Technology Changes & Implementation ? For those of you operating internationally, do you struggle to manage site content across multiple country code top-level domains? Do you know if your Content Management System is creating parameters that are causing duplicate content or auto-generating pages in an attempt to provide scalable development? You must have an understanding of how your enterprise technology systems are going to play into your SEO strategy. SEO implementation has to be prioritized in the enterprise marketing plan. IT departments are notoriously resistant to change, an increase in workload, and being assigned tasks where they can?t see the direct value. The Search Engines change rapidly and developers need to be willing and able to adapt. SEOs also need to do a better job at explaining why the work is important and what the outcome of the work will be to improve buy-in. When considering your enterprise search strategy, ask yourself these questions: (1) Do you have a large e-commerce system that generates dynamic URLs that vary based on the entry path? (2) Do you have a translation management system that translates all of your content to all regions? (3) Have you updated your translation glossaries to reflect your localized keyword priorities? If you haven?t thought of these questions yet, you probably need to revisit your global search strategy. Understanding The Changing Search Landscape ? Search changes fast. There were over 20 major updates in 2012 and many minor adjustments. According to Google?s Matt Cutts at SES San Francisco 2012, their engineers are continually working on new updates. Google algorithm updates, like the Panda & Penguin updates, have real search engine impact and have negatively affected the bottom line revenue for many businesses due to lost rankings. It?s not enough to mitigate risk; brands need to be forward thinking and stretch their boundaries so they aren't outpaced by competitors.