enterprise seo
DESCRIPTION
My presentation from the SEOmoz #mozcation in Peru 2011.TRANSCRIPT
Enterprise & Big Business [email protected]
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 [email protected]@tomcritchlow
Fiercely curious. Passionate about learning. Email me!