big dog & enterprise level seo tactics by john shehata
DESCRIPTION
From SMX East 2013 / SearchMarketingExpo.com - Maximizing Enterprise SEO - Big Dog & Enterprise Level SEO Tactics by @JShehata - #SMX #31D Slide deck from John Shehata, Executive Director of Search and Social Media at ABC News - presentation covers how to create an SEO roadmap for a large organization and breaks down how to get 'big win' projects done.TRANSCRIPT
BIG DOG
SEO
TACTICS
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John Shehata
ABCNews.com
@JShehata
#SMX #31D
October 3, 2013
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New York | March 19–23, 2012 | #sesnySEO Roadmap
@JShehata | John Shehata
• Discover
– What are the main objectives of the site (sales, Pageviews, etc.)
– Know the Team (Design, IT, Legal, Editorial, Marketing, PM, Technology, Analytics)
– SWOT Analysis / Challenges and Opportunities
– Extensive Site Audit (GWT, Screaming Frog, Crawl Errors, etc.)
– Competitive Analysis (SEO, Social Media, Links, Rankings, etc.)
– Understand The PM Process / Editorial Workflow
– Understand Technology & Code
– Build Targeted KWs lists (KW research, Analytics, etc.)
– Build Baseline Reports (Setup – Analytics Team)
– Define your SEO Metrics (Visits, SEO Visits, etc.)
– Identify Conversion Points (Signups, sales, etc.)
Discover InformQuick
Wins
Big
WinsSupport
Report &
Analyze
New York | March 19–23, 2012 | #sesnyMaximize Enterprise SEO
• Understand your Weaknesses and Strengths
– Media Sites
– Lots of content
– Videos VS. Text?
– Lots of Links
– No Sales
– Ecommerce
– Lots of Products
– Same Product Description across multiple sites
– Little Unique Content
– Duplicate content
@JShehata | John Shehata
New York | March 19–23, 2012 | #sesnyMaximize Enterprise SEO
• Issues
– Content Overlap
– Inefficient Crawling (Millions of Pages)
– Too much content to optimize
– One man department
– Tech/Dev/Company has other priorities
– Duplicate Content On Site/Off Site
– Etc..
@JShehata | John Shehata
New York | March 19–23, 2012 | #sesnyMaximize Enterprise SEO
• Questions to ask (before you start):
– SEO Budget
– Resources
– Legal
– Tools
– Usability
– Previous SEO?
@JShehata | John Shehata
New York | March 19–23, 2012 | #sesnySEO Roadmap
@JShehata | John Shehata
• Inform “Develop Institutional Knowledge”
– Training (SEO 101, Tech/Dev Training, PM/Product Training)
– Executive Training: C-level executive buy-in is a must (It is not Voodoo Magic!)
– Best Practices Guides (BPG) / One Sheet Checklist
– SEO/SMO Blog/Wiki
– Search Monthly Newsletter
– Answering emails
– SEO Compliance Test
– Customize your training material
Discover InformQuick
Wins
Big
WinsSupport
Report &
Analyze
On-Page Optimization (Content)
Page Title Tag
URL
Image/Video
Optimization
Meta Data
Content
CodeInternal
Links
Internal
Links
Headline
H1 Header
Social Media
@Jshehata | John Shehata 7
On-Page Content Freshness
Content Frequency
Content Authority
Content Relevancy
Content Uniqueness
New York | March 19–23, 2012 | #sesnyMaximize Enterprise SEO
• Project Management Process Integration
– SEO is not an afterthought (It starts before development)
– Understand The Process
– Kick Offs / Traffic Sources Expectations
– Requirement gathering
– IT / Development
– Design Comps
– Content / Internal Links
– Do your own QA
– Reports
– Check Changes to the site [changedetection.com]
@JShehata | John Shehata
New York | March 19–23, 2012 | #sesnySEO Roadmap
@JShehata | John Shehata
• Quick Wins “Low Hanging Fruit: Low Effort, Big Wins”
– Site Level Optimization
– Duplicate Content
– 302/301 Redirects
– Robots.txt fixes
– Canonical Tags
– Crawl Errors, Error Pages
– Link Building (partners, affiliates, widgets, etc.)
– Template Level Optimization
– On Page Optimization (layout, Heading Tags, etc.)
– Page Titles, Meta Description, SEO Tags
– Inline Linking / Deep Linking
– Pagination
Discover InformQuick
Wins
Big
WinsSupport
Report &
Analyze
– Page Level Optimization
– Money Terms
– Top 10 Paid Keywords - PPC
– Top Keywords
– 2nd Page Rankings
– Top Exit Pages (Bounce rate)
New York | March 19–23, 2012 | #sesnySEO Roadmap
@JShehata | John Shehata
• Big Wins “Big Projects”
– Rich Media Optimization: Videos, Photo Galleries, Etc.
– Mobile SEO
– Content Verticals Optimization (entertainment, tech, etc.)
– Universal SERP Optimization (News, Videos, Shopping, Local, Google+, etc.)
– Rich Snippets
– Link Building Campaigns
– Crawl Efficiency / Duplicate Content / URL Architecture
– Syndication
– Social Media
Discover InformQuick
Wins
Big
WinsSupport
Report &
Analyze
New York | March 19–23, 2012 | #sesnySEO Roadmap
@JShehata | John Shehata
• Support
– Support ongoing and new projects
– SEO Recos to seasonal content
– Provide SEO Recos to Breaking/Trending News
– SEO Recos to all new design and tech projects
Discover InformQuick
Wins
Big
WinsSupport
Report &
Analyze
New York | March 19–23, 2012 | #sesnySEO Roadmap
@JShehata | John Shehata
• Reports & Analysis “Tell A Story”
– Executive Summary is a Must
– Daily/Monthly Reports
– Author/Content/Product/Vertical Reports
– Social Media Reports
– Project Reports
– Promote your work
– Track traffic changes for all work done
Discover InformQuick
Wins
Big
WinsSupport
Report &
Analyze
New York | March 19–23, 2012 | #sesnySEO Roadmap
@JShehata | John Shehata
Company Goals
Team/Departments
SEO Challenges & Opportunities
Site Audit
Workflow/Process
Analytics/Baseline reports
researching / info gathering
Technology, Code
Content, Links, Social Media
Building Targeted Keyword lists
Crawl Errors
Comp. Analysis
PM Process
Training
SEO 101 Training
SMO 101 Training
Tech/Dev Training
PM/Product Training
Executive Training
Best Practices
Guides (BPG)
SEO/SMO Blog/Wiki
Search/Social Media
Monthly Newsletter
Answering emails
SEO/SMO
Compliance Test
Content Strategy
Low Effort, Big Wins
On Page
Optimization
Page Titles, Meta
Tags
HP / Section Pages
302/301 Redirects
Robots.txt fixes
Error Pages
Meta Tags / Social
Tags Optimization
Rich Snippets
Duplicate Content
Canonical Tags
Big Projects List
Videos / Photos
Mobile
Content Vertical
Optimization
Universal SERPs
Rich Snippets
Link Building
Crawl Efficiency
Social Media
Syndication
Daily Reports
Monthly Reports
Author Reports
Category/Product Reports
Social Media Reports
Project Reports
Support ongoing
and new projects
SEO Recos to
seasonal content
Provide SEO Recos
to Breaking News
Discover InformQuick
Wins
Big
WinsSupport
Report &
Analyze
New York | March 19–23, 2012 | #sesny
Discovery
Understand Project Goals and
objectives
Traffic Sources: Search, Social, Internal traffic?
Top Keywords: what is the search
interest?
Location on site: directory,
subdomain, page, sections, etc.?
Do we need a CName?
Do we need a landing page
(/blogs/) for all created templates
Content: is it new content, new content
replacing existing content, removing old content, etc.?
Will page content be delivered via
Javascript, AJAX, other un-friendly
SEO technologies?
do we need a separate XML
sitemap?
Design
wireframes/design comps
review
breadcrumbs placements
text placement
social integrations
H1 heading tags
SEO recommendatio
ns for label, layout and links
Pre Dev.
Meta Date (page titles, meta description, keywords)
SEO friendly URL formats
Copy Reviews: does the page
need intro/closing
copy?
Canonical tags
Social tags / Other tags
robots.txt updates if
needed
analytics integration
secure 5 links to new content
Schema Implementation
QA
Quick SEO QA
Baseline analytics reports
Content in Feeds
Live
SEO BPG
if needed
3,6,9 months
reports
Link Building
Ranking Reports
SEO
Process
John Shehata 2013@JShehata
New York | March 19–23, 2012 | #sesnyTools & Resources
• Excel
• SEOmoz
• SEObook
• Screaming Frog
• Google/Bing Webmaster Tools
• Advanced Web Rankings
• Google Analytics / Omniture
• Raven Tools
@JShehata | John Shehata
New York | March 19–23, 2012 | #sesny
17 Tactics that help you succeed at Enterprise SEO
@JShehata | John Shehata
New York | March 19–23, 2012 | #sesnyMaximize Enterprise SEO
• Develop Technical & Excel Skills
@JShehata | John Shehata
New York | March 19–23, 2012 | #sesnyMaximize Enterprise SEO
SELL Your Projects
Align your Goals with the Company’s Goals
i.e. Align your Projectswith the Company’s Projects
Find a project sponsor
@JShehata | John Shehata
New York | March 19–23, 2012 | #sesnyMaximize Enterprise SEO
Show Value
@JShehata | John Shehata
New York | March 19–23, 2012 | #sesnyMaximize Enterprise SEO
• Big Projects
– Small Projects Justifies Big Projects
– Divide Big Projects into smaller tasks
– Find projects that can include these tasks
– Focus on quick wins
@JShehata | John Shehata
New York | March 19–23, 2012 | #sesnyMaximize Enterprise SEO
• Your Platform is not just desktop!
– Mobile is a must
– App/Tablet Optimization
– YouTube
@JShehata | John Shehata
+94%
New York | March 19–23, 2012 | #sesnyMaximize Enterprise SEO
Tech/Dev Teams
• Great ally or the worst hurdle
• Push Back when appropriate
• Your strategy is Dead-On-Arrival without technical resources.
@JShehata | John Shehata
New York | March 19–23, 2012 | #sesnyMaximize Enterprise SEO
Build Relationships
Communicate in Person, Emails are not enough
@JShehata | John Shehata
New York | March 19–23, 2012 | #sesnyMaximize Enterprise SEO
Stop Long Emails
Tell A Story / Promote your success / Use Numbers
@JShehata | John Shehata
New York | March 19–23, 2012 | #sesnyMaximize Enterprise SEO
Task, Reports, Meetings, etc.
Stop whatever
doesn’t provide
VALUE
@JShehata | John Shehata
New York | March 19–23, 2012 | #sesnyMaximize Enterprise SEO
Choose your Battles Wisely
Prioritize / Ask your manager to prioritize your work
@JShehata | John Shehata
New York | March 19–23, 2012 | #sesnyMaximize Enterprise SEO
• Find Hidden resources
– Sister companies
– Cross promotions,
– links
– Talents in other departments
@JShehata | John Shehata
New York | March 19–23, 2012 | #sesnyMaximize Enterprise SEO
• Center of Excellence [COE]
– SEO Ambassadors (across sites, global, editorial, IT, etc.)
– Highlight the Champ
– Badges / Compliance Certificate
– Train the trainer
@JShehata | John Shehata
New York | March 19–23, 2012 | #sesnyMaximize Enterprise SEO
We are consultants; we provide recommendations to other teams to implement!!
@JShehata | John Shehata
New York | March 19–23, 2012 | #sesnyMaximize Enterprise SEO
• Develop A Content Marketing Strategy
– Editorial calendar
– Evergreen content
– Product Reviews
– Best/Worst Lists
– Trending topics
– National vs. Local Content
@JShehata | John Shehata
New York | March 19–23, 2012 | #sesnyMaximize Enterprise SEO
Working with others
• Make others great! Focus on making the other people successful, and you’ll earn their trust.
• Make your emphasis how SEO will make them successful.
• Make a big deal of giving public acknowledgement of their vital contribution.
• Respect the hard work these folks have to do that has nothing to do with your SEO needs
@JShehata | John Shehata
New York | March 19–23, 2012 | #sesnyMaximize Enterprise SEO
Less Is More SEO
• Focused recommendations
• Focused emails
• Focused reports
• etc.
@JShehata | John Shehata
New York | March 19–23, 2012 | #sesnyMaximize Enterprise SEO
Be a Good Person
– Approachable
– Available
– Share Knowledge
– Train and Train Again
– Invest in People, Develop Skills
– Optimize for Users not SE
@JShehata | John Shehata
SEO
New York | March 19–23, 2012 | #sesny
Thanks
John Shehata
@JShehata
@JShehata | John Shehata
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