enterprise seo

Enterprise & Big Business SEO@tomcritchlowwww.distilled.net

We live in the future

But Enterprise SEO is Often Just Basics

How To Deliver Documents

Turning The Flywheel

Understand Existing Processes and Work on Improving Them

Enterprise SEO Requires Networking:Get To Know Their Whole Team

Run Internal Training To Raise Awareness and Buy-in for Projects

Enterprise Projects Fail To Get Signed Off If They’re Too Small. Think Big.

Run Small Test Projects To Justify The Budget For The Bigger Projects.

http://www.flickr.com/photos/paperpariah/4301471586/sizes/z/in/photostream/

How To Deliver Documents

Metrics AreEverything

In a startup you are constantly under pressure and have way too many distractions. Having a set of metrics that you watch & that you feel are the key drivers of your success helps keep clarity

“

Mark Suster

In a startup SEO you are constantly under pressure and have way too many distractions. Having a set of metrics that you watch & that you feel are the key drivers of your success helps keep clarity

“

Mark Suster Tom Critchlow

Define Your Own SEO Metrics:On-Page SEO Score Cards Can Really Help Internal Reporting and Justification

for Projects

Manage What You Measure

Track metrics like “pages of content produced” that you have direct control over

How To Deliver Documents

Getting Things Done

Small Site SEO

Enterprise SEO

What’s Going On Here?

Hoops To Jump Through

Legal, Admin, Content Creation, PR, Sign off, etc etc etc….

http://dilbert.com/strips/comic/2006-03-06/

Milestones Are Metrics You Can Report on Too

Pre-Results Actual ResultsLe

gal

Plan

ning

Cont

ent C

reati

on

Rese

arch

Sign

Off

/ QA

To move the needle in a small company you need hustle. To move the needle in an enterprise business you need project management

“

How To Deliver Documents

Information Architecture

Information Architecture Crucially Important For Large Sites

Navigation & Categories Should Correspond to User Behavior

Data like internal search queries can help drive this

Pagination Is Always Bad for IA

Understand Crawl Allowance

Resources• http://www.distilled.net/blog/seo/case-study-determining-site-architecture-from-key

word-research/

• http://www.blogstorm.co.uk/using-multiple-sitemaps-to-analyse-indexation-on-large-sites/

• http://seogadget.co.uk/solving-site-architecture-issues/• http://seogadget.co.uk/wp-content/uploads/2011/02/SES-2011-Architecture-Richard-Baxt

er.pdf• http://www.distilled.net/blog/seo/a4uexpo-munich-data-feed-seo-advanced-informat

ion-architecture/

• http://www.seomoz.org/blog/an-illustrated-guide-to-matt-cutts-comments-on-crawling-indexation

• http://www.seomoz.org/blog/information-architecture-faceted-navigation-duplicate-content-oh-my

• http://www.seomoz.org/blog/building-faceted-navigation-that-doesnt-suck

How To Deliver Documents

Content Quality & Panda

It’s important for webmasters to know that low quality content on part of a site can impact a site’s ranking as a whole

“

Michael Wyszomierski – Google Employee

Large Site SEO Task:Remove Crap Pages From The Index

VS

Track Page Quality in Analytics

_gaq.push(['_setCustomVar',1,‘Reviews',‘4',3]);

Track Page Quality in Custom Variables

Resources• http://

www.seomoz.org/blog/how-googles-panda-update-changed-seo-best-practices-forever-whiteboard-friday

• http://www.seomoz.org/blog/replicate-googles-panda-questionnaire-whiteboard-friday• http://www.distilled.net/blog/seo/googles-pandafarmer-update-what-to-do-about-it/• http://b2b.reevoo.com/resources/ebooks/ugc-and-seo?press• http://www.seomoz.org/google-algorithm-change• http://

searchengineland.com/the-farmerpanda-update-new-information-from-google-and-the-latest-from-smx-west-67574

Tom CritchlowVP Operations NYCwww.distilled.nettom.critchlow@distilled.net@tomcritchlow

Fiercely curious. Passionate about learning. Email me!