Enterprise Level SEO Tactics for 2013

New York | March 19–23, 2012 | #sesny

Enterprise-Level
SEO Tactics

John Shehata
@JShehata
2013


@JShehata | John Shehata

SEO Roadmap New York | March 19–23, 2012 | #sesny

Quick Big Report &
Discover Inform Support
Wins Wins Analyze



Quick Big Report &
Wins Wins Analyze

• 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.)

Maximize Enterprise SEO New York | March 19–23, 2012 | #sesny

• 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



• 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..



• Questions to ask (before you start):
– SEO Budget
– Resources
– Legal
– Tools
– Usability
– Previous SEO?



Quick Big Report &
Wins Wins Analyze

• 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


On-Page Optimization (Content)
On-Page Internal
Content Freshness
Content Frequency Links
Content Authority
Content Relevancy
Content Uniqueness

Page Title Tag

URL

Headline
H1 Header

Social Media

Meta Data

Image/Video
Optimization Content

Internal
Links Code

@Jshehata | John Shehata 9


• 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]



Quick Big Report &
Wins Wins Analyze

• Quick Wins “Low Hanging Fruit: Low Effort, Big Wins”
– Site Level Optimization – Page Level Optimization
– Duplicate Content – Money Terms

– 302/301 Redirects – Top 10 Paid Keywords - PPC

– Robots.txt fixes – Top Keywords

– Canonical Tags – 2nd Page Rankings

– Crawl Errors, Error Pages – Top Exit Pages (Bounce rate)

– 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



Quick Big Report &
Wins Wins Analyze

• 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



Quick Big Report &
Wins Wins Analyze

• 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



Quick Big Report &
Wins Wins Analyze

• 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



Quick Big Report &
Wins Wins Analyze
Company Goals Training Low Effort, Big Wins Big Projects List Support ongoing Daily Reports
SEO 101 Training and new projects
Team/Departments SMO 101 Training On Page Videos / Photos Monthly Reports
SEO Challenges & Tech/Dev Training Optimization SEO Recos to
Opportunities PM/Product Training Mobile seasonal content Author Reports
Executive Training Page Titles, Meta
Strengths & Tags Content Vertical Provide SEO Recos Category/Product
Weaknesses Best Practices Optimization to Breaking News Reports

Workflow/Process Guides (BPG) HP / Section Pages
Universal SERPs Social Media Reports
Analytics/Baseline SEO/SMO Blog/Wiki 302/301 Redirects
reports Rich Snippets Project Reports
Search/Social Media Robots.txt fixes
researching / info
gathering Monthly Newsletter Link Building
Error Pages
Technology, Code Answering emails Crawl Efficiency
Meta Tags / Social
Content, Links, Social SEO/SMO Tags Optimization Social Media
Media
Compliance Test
Building Targeted Rich Snippets Syndication
Keyword lists Content Strategy
Duplicate Content
Crawl Errors

Comp. Analysis Canonical Tags

PM Process


Tools & Resources New York | March 19–23, 2012 | #sesny

• Excel
• SEOmoz
• SEObook
• Screaming Frog
• Google/Bing Webmaster Tools
• Advanced Web Rankings
• Google Analytics / Omniture
• Raven Tools


Consolidate & Segment New York | March 19–23, 2012 | #sesny

GWT (Search Queries) + Google KWs + GA Traffic + Rankings

Screaming Frog + SEOmoz Top Pages + SEOmoz Crawl Test +
GWT Errors



17 Tactics that help you succeed at
Enterprise SEO



• Develop Technical & Excel Skills



SELL Your Projects

Align your Goals
with the Company’s Goals

i.e. Align your Projects
with the Company’s Projects

Find a project sponsor


Show Value



• Big Projects
– Small Projects Justifies Big Projects
– Divide Big Projects into smaller tasks
– Find projects that can include these tasks
– Focus on quick wins



• Your Platform is not just desktop!
– Mobile is a must
– App/Tablet Optimization
– YouTube

+94%



Tech/Dev Teams
• Great ally or the worst hurdle
• Push Back when appropriate
• Your strategy is Dead-On-Arrival
without technical resources.



Build Relationships
Communicate in Person, Emails are not enough


Stop Long Emails
Tell A Story / Promote your success / Use Numbers



Task, Reports, Meetings, etc.

Stop whatever
doesn’t provide
VALUE



Choose your Battles Wisely
Prioritize / Ask your manager to
prioritize your work



• Find Hidden resources
– Sister companies
– Cross promotions,
– links
– Talents in other departments



• Center of Excellence [COE]
– SEO Ambassadors (across sites, global, editorial, IT, etc.)
– Highlight the Champ
– Badges / Compliance Certificate
– Train the trainer



We are consultants; we provide
recommendations to other
teams to implement!!



• Develop A Content Marketing Strategy
– Editorial calendar
– Evergreen content
– Product Reviews
– Best/Worst Lists
– Trending topics
– National vs. Local Content



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



Less Is More SEO
• Focused recommendations
• Focused emails
• Focused reports
• etc.



Be a Good Person
– Approachable
– Available
– Share Knowledge
– Train and Train Again
– Invest in People, Develop Skills
– Optimize for Users not SE SEO



Thanks
John Shehata
@JShehata


Enterprise Level SEO Tactics for 2013

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (13)

Similar to Enterprise Level SEO Tactics for 2013

Similar to Enterprise Level SEO Tactics for 2013 (20)

Recently uploaded

Recently uploaded (20)

Enterprise Level SEO Tactics for 2013