seo for large sites
DESCRIPTION
My presentation on SEO for large sites at Affiliate Summit East 2011TRANSCRIPT
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SEO for large [email protected]
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Tom Critchlow
VP Operations NYC
www.distilled.net
@tomcritchlow
Fiercely curious. Passionate about learning. Email me!
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slideshare.net/tomcritchlow/
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How To Deliver Documents
SEO in 2011
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SEO Is Technically Challenging
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We live in the future
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But Let’s Get The Basics Right First
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How To Deliver Documents
Measure Everything
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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
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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
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Audit Your Analytics Setup
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Measure Leading Indicators
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Manage What You Measure
Monitoring things that you have direct control over, such as number of new pages published, can really help you figure out what’s working and what’s not.
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Resources
• http://www.slideshare.net/a4uexpo/advanced-analytics-for-affiliates-tom-critchlow
• http://code.google.com/apis/analytics/docs/tracking/gaTrackingCustomVariables.html
• http://www.seomoz.org/blog/5-quick-google-analytics-hacks
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How To Deliver Documents
Information Architecture
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Information Architecture Crucially Important For Large Sites
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Navigation & Categories Should Correspond to User Behaviour
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Pagination Is Always Bad for IA
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Understand Crawl Allowance
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Faceted Navigation Is Tricksy
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Use Semantic XML Sitemaps for Indexation Intelligence
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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
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How To Deliver Documents
User Generated Content
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http://dis.tl/benefits-ugc
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Think of UGC as a valuable finite resource
http://www.flickr.com/photos/donsolo/2243154949/
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How To Deliver Documents
Panda
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Page Quality Is Important
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Page Quality Is Not Binary
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How To Deliver Documents
http://dis.tl/panda-questions
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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
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Lazy Pages Really Hurt You
http://www.flickr.com/photos/ggunson/21535407/sizes/z/in/photostream/
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Large Site SEO Task:Remove Crap Pages From The Index
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VS
Track Page Quality in Custom Variables
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_gaq.push(['_setCustomVar',1,‘Reviews',‘4',3]);
Track Page Quality in Custom Variables
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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
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How To Deliver Documents
Keyword Research
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Understand Keyword Themes & Categories
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Provide Guidance In Your CMS
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Clean & QA Your Data
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Resources• http://strategizer.wordtracker.com/• http://www.slideshare.net/richardbaxterseo/automating-and-scaling-keyword-research• http://www.wordtracker.com/academy/long-tail-keyword-research• http://www.seomoz.org/blog/keyword-research-using-categories
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How To Deliver Documents
Link Building
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Widgets
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Truly Awesome Content
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Repeatable Processes
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Leveraging Partnerships
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Content in Scale + Zemanta
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Resources• http://www.seomoz.org/blog/negotiating-partnerships-for-scaleable-linkbuilding• http://www.seomoz.org/blog/scaling-link-building-whiteboard-friday• http://www.oyster.com/hotels/photo-fakeouts/• http://www.pitchup.com/• http://www.trulia.com/crime/• http://www.zemanta.com/outreach/
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www.distilled.net/events/
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Tom Critchlow
VP Operations NYC
www.distilled.net
@tomcritchlow
Fiercely curious. Passionate about learning. Email me!