enterprise seo chaos - smx advanced 2016
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#SMX #XXA @patrickstoxThe Fun And Challenges Of Enterprise SEO
ENTERPRISE SEO CHAOS
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Every Little Thing Is A Big Issue
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Because Everything Is Done On A Huge Scale
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IBM has ~378,000 employees and operates in over 170 countries.
Enterprises Are HUGE!
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Collaboration Is The Key
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So Is Education
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There’s So Much Opportunity
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Everything Has To Work Together
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This Is How It Really Is
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There’s A Lot Of People
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You Can’t Do Everything Yourself
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Changes Happen Slowly
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You Have To Set Expectations
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Did we buy a cell phone company?
Why Don’t We Rank For “Mobile”?
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That = optimize those 500k pages
You Can Do That By Tomorrow Right?
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Enterprise Practices
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“Cute name that no one will ever search for”
We Should Call This Product:
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Wrote Confusing Marketing Jargon
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It’s Not Official If It’s Not A PowerPoint
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And It Better Have A Visual
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Bring It Up And It’s Your Problem To Fix
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Whose Job Is It To Do That? Who Has Access To That?Is Anyone Doing That?
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Our Standards Say What? Who Updated Those?
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<meta name="keywords"
I Really Have To Write Meta Keywords
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Doing Things In The Wrong Order
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Meetings For An Internal Link?
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Have to fight for internal links, and good luck getting one group to canonical or redirect a page to another.
Internal Competition For Keywords
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Duplicated Efforts
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Meetings In General
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Focus On One Thing At A Time
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And Moving Forward
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Without Fixing Things Left Behind
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Consultants
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They Can Do A Lot Of Harm
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Everyone’s An Expert
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Automated Reports
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No Real Insights
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Big Promises
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IBM Doesn’t Rank For “blah”But XXX, an IBM Company ranks for “blah”
They Don’t See The Whole Picture
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Like keywords in the URL are the most important ranking factor.
Bad Information
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Installing Google Analytics will increase rankings.
Weird Things
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You Want To Make That Full Size Hero Image 2x The Size?
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What’s Next, 10x Hero Images?
10xHey, it worked for content.
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Like orange is the best color for a CTA, and suddenly every CTA needs to be orange.
They Say One Thing To The Right Person
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Some Are Good
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The Problems With An Enterprise Website
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Or it’s wrong
Remember, Everything Has To Work Together
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Various Numbered Subdomains (Different Servers)
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Which is okay, if the redirects, internal linking, and canonicals are all set properly and the page doesn’t move.
Our Last Hop To Numbered Subdomains Uses A 302
302
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And CDNs
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Migrate, Reverse Proxy, ???
Bringing A Domain In
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Each have their own problems.
Multiple CMS Systems & Hard Coded Pages
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200 Status Codes Instead Of A 404
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Masking Unfriendly URLs So They Fit In The Architecture
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Anyone Ever Tried Deploying HREFLANG Alternate Tags Across Multiple CMS Systems?
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HTTP, HTTPS, m., trailing slash, without a trailing slash, index pages, URL parameters. I’ve seen 24 versions of the same page.
So Many Versions Of A URL
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No CanonicalsCanonicaled to homepageCopied a page without changingTrailing slash issuesIndex page issuesTyped the canonical wrongHTTP/HTTPS issues
Canonical Issues
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And m. paths
One CMS Made All Links Relative, Including Canonicals
//
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I’ve seen as many as 14 hops.
Wow The Redirect Chains
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Made The Menu With JavaScript
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Developers Love Angular
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So Many URL Parameters
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http://ohgm.co.uk/host-a-website-inside-robots-txt/
And We Didn’t Put A Website In Our Robots.txt
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This prevented hundreds of thousands of pages from being indexed.
Single URL Parameter Setting In Google Search Console Was Set To Pagination
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HTTP, HTTPS, WWW, WWW-##, subdomain., m., each folder, etc.
How Many Profiles In Search Console?
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How Many 404’s In Google Search Console?
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One Of Our Internal Tools Only Added Data From One…
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We Could At Least Throw Some 418s
Google.com/teapot
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Redirected Wrong In Every Possible Way
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Redirected To One Version, Canonicaled To A Second, And Internally Linked To A Third
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Redirected An Entire Domain To A Single Page
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Redirected All To Homepage
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Who Remembers Blekko?
Failed To Redirect
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“I Put In Redirects For Those 35 Pages”Well, you got 14 right.
People Don’t Always Check Their Work
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Failed To Bring Over Content
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Stripped Good Content Down To One Paragraph
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Just Remember…
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Because Everything Is Done On A Huge Scale
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Spell Everything Out
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Constantly Educate
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#SMX #XXA @patrickstoxLEARN MORE: UPCOMING @SMX EVENTS
THANK YOU! SEE YOU AT THE NEXT #SMX
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