Optimizing SEO Process
episode
Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
22 min
2 speakers
8 chapters
transcribed 1 month ago
Transcript
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Transcript generated automatically by AI and may contain errors.
What is the overall focus of the episode on enterprise SEO?
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the concentrate on welcome. Welcome
to the Voices of Search Podcast and I Hear Everything production. In this podcast, we'll share the news, knowledge, and strategies you need to navigate the ever-changing world of SEO. Ready to expedite your company's organic growth efforts? Sit back, relax, and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of Search Podcast, Jordan Cooney.
Hello SEOs, my name is Jordan Cooney from Previsible. And this week, we're going to be discussing effective enterprise SEO management and some of the challenges and opportunities that come within that territory. Joining me is Jarrett Weathersby, who is the global SEO manager at Healer Packard Enterprise, also known as HPE. HPE is a global edge to cloud company built to transform businesses. HPE is helping enterprises connect, protect, analyze, and act on data and applications, whether they are live, from edge to cloud, or just turning insights into outcomes. Yesterday, Jarrett and I talked about getting stakeholder buy-in. And today, we're going to continue our conversation by discussing optimizing SEO process at an enterprise level.
Okay. Here's my conversation with Jarrett Weathersby, the Global SEO manager at Hewlett Packard Enterprise. Jarrett, welcome back to the show.
How does Jarrett describe the structure and stakeholders involved in HPE’s SEO process?
Glad to be back. All right. So yesterday we talked a lot about buy-in. We talked about how you secure that buy-in through understanding the language and the terminology of your stakeholder. We talked about transforming buy-in into action and how you can get momentum. momentum around your SEO plan. And we also kind of shared some insights in terms of just transitioning your career from being an agency member to to being an in-house member. You know, today we're really going into the process, right? Like really what you do. And and specifically, you know, we talked about this briefly as we were prepared for the show. We're gonna be talking about technical SEO, how we can leverage technical SEO and drive technical SEO process in an organization.
Before we dive into that, Jared, give me a little bit of lay of the land. How does process get done in a company as big as HPE? Who do you have to contact when uh core web vitals go bonkers? Or what happens when all of a sudden all your internal links are going to the wrong URL? Tell me how does that structure work and who's who and what are the parties you're working with?
Yeah, I mean funny enough, when you said the internal links were going the wrong way, we had a situation where that happened. Thankfully it was small enough to where it didn't affect the site too much, but there was, you know, a little bit of damage. But as far as reaching out to people, I mean a company this size you have to make you know, time available for several people such as, you know, your the web development team, the PM for the publishing team, the stakeholders themselves. Some of them don't want you touching their products because they do X amount of dollars. and you know, making modifications in the middle of a cadence is considered taboo. So lots of moving pieces, even to the point where even if you want to put a image to increase engagement on a website, you will have to talk to at least two to three different people just so that you can either get it approved or find the correct picture that represents the product favorably.
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Chapters
8 chapters
1
What is the overall focus of the episode on enterprise SEO?
0:00–2:18
2
How does Jarrett describe the structure and stakeholders involved in HPE’s SEO process?
2:18–4:37
3
What technical‑SEO tools and workflows does HPE use to manage large‑scale changes?
4:37–7:36
4
How does the team handle urgent issues like broken internal links or Core Web Vitals failures?
7:36–11:17
5
What communication mechanisms keep cross‑functional teams aligned on SEO priorities?
11:17–13:20
6
How does HPE prioritize and respond to under‑performing pages or competitor rank drops?
13:20–16:34
7
What role does data, reporting, and quarterly reviews play in sustaining SEO momentum?
16:34–19:20
8
How are diversity, inclusion, and career growth for people of color addressed in the SEO field?
19:20–22:02