enterprise seo by john shehata
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Enterprise SEOJohn ShehataSept 2016
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1. Develop Technical Skills
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Develop Analytics/Excel Skills
• GSC (Search Queries) • Google GA / Omniture• KWs Metrics • Rankings• APIs• Screaming Frog• MOZ Top Pages• Crawl Errors
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2. Understand Your Technology
• CMS• Frontend / JS web frames• APIs• etc
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3. Build Relationships
Communicate in Person, Emails are not enough
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#SEOThursdayDonuts
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4. Dev/Tech Language
Tech/Dev Teams• Great ally or the worst hurdle• Push Back when appropriate• Your strategy is Dead-On-Arrival without
technical resources.• Never say “is it doable?”
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NEVER Tell a Developer
“it is easy”Dev is marketer’s best ally or worst enemy
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5. Find Hidden/Shared Resources
Sister companies Cross promotions, Talents in other departments Link Building– Internal– Vendors/affiliates– Sponsorships– Legal contracts– Content syndication– etc
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6. Show Value
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7. SELL Your Projects
Align your Goals with the Company’s Goalsi.e. Align your Projectswith the Company’s Projects
Find a project sponsor
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8. Quick Wins First
Don’t do any radical changes in the first 3-6 months
Focus on quick wins Start with Solid Winners not
Experiments Earn a reputation that your
recommendations work
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9. Initiate Big Projects
Small Projects Justifies Big Projects Divide Big Projects into smaller tasks Find projects that can include these tasks Focus on quick wins
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10. Choose your Battles Wisely
Prioritize / Ask your manager to prioritize your work
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11. Stop Long Emails
• Executive Summary
• Tell A Story • Promote your
success • Use Numbers
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12. Stop Whatever Doesn’t Provide Value
TasksReportsMeetingsetc.
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13. Center of Excellence [COE]
SEO Ambassadors (across sites, global, editorial, IT) Badges / Compliance Certificate Train the trainer
Highlight the Champ
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14. Ongoing Education
• Bi-Weekly / Monthly / Quarterly Training• New Hires• Wiki• FAQ• BPGs
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15. We are Consultants!!
We provide recommendations to other teams to implement!!
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16. SEO is Evolving
SEO is not dead, it is Evolving, and so must you too!!
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17. Develop A Content Marketing Strategy
Editorial calendar Evergreen content Product Reviews Best/Worst Lists Trending topics National vs. Local Content FAQs
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18. Mobile SEO
Desktop is no longer your main platform AMP Mobile App Store Optimization Social YouTube Etc.
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19. Make Them The Hero
• Communicate Results to participating teams• 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
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20. Less Is More
• Focused recommendations• Focused emails• Focused reports• etc.
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21. Establish an SEO process
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?
Designwireframes/
design comps review
breadcrumbs
placements
text placement
social integrations
H1 heading tags
SEO recommendations 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 Implementa
tion
QA
Quick SEO QA
Baseline analytics reports
Content in Feeds
Live
SEO BPG if needed
3,6,9 months reports
Link Building
Ranking Reports
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#Bonus: Be a Good Person
ApproachableAvailableShare KnowledgeTrain and Train AgainInvest in People, Develop Skills
SEO
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#Bonus: Hire for Talent, Train for Skill
ApproachableAvailableShare KnowledgeTrain and Train AgainInvest in People, Develop Skills
SEO
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