Sven De Meyere (Wijs) - SEO Optimization for large websites. How to scale your efforts?

SEO & large websites Sven De Meyere 10h20 – 10h40

SEO & large websitesAbout me...

Over there... 5

SEO & large websitesIntroduction...

Why this topic?‣ Been there, done that‣ Lot’s of misconceptions‣ Large is the new ‘normal’

Topics‣ Key factors & quickwins‣ Optimize the workﬂow‣ Which tools to use‣ How to measure‣ 8 rock solid takeways

SEO & large websitesKey factors & quickwins...

Site architecture & internal linking Image source: https://seogadget.co.uk/solving-site-architecture-issues/

Site architecture & internal linking‣ Horizontal & vertical linking‣ Navigation‣ Breadcrumbs‣ Footer links‣ Header logo‣ Impact increases with number of pages

Smart use of XML sitemaps‣ Standard XML sitemaps = band-aid solution‣ Site architecture > Sitemaps‣ Index sitemaps‣ Image sitemaps‣ Video sitemaps‣ News sitemaps

Smart use of XML sitemaps

Index XML sitemaps<?xml version="1.0" encoding="UTF-8"?><sitemapindex xmlns="http://www.sitemaps.org/schemas/sitemap/0.9"><sitemap> <loc>http://www.example.com/sitemap1.xml.gz</loc> <lastmod>2004-10-01T18:23:17+00:00</lastmod></sitemap><sitemap> <loc>http://www.example.com/sitemap2.xml.gz</loc> <lastmod>2005-01-01</lastmod></sitemap></sitemapindex>

Microformats Resource to check: http://schema.org

Microformats‣ Improvement in CTR‣ Small (development) cost‣ Template -> scalable impact‣ Semantic data markup Resource to check: http://schema.org

Microformats Resource to check: http://schema.org

Site speed‣ Crawl rate & indexation‣ Server costs‣ User experience‣ Amazon research: 0,1s loading time = -1% sales

SEO & large websitesLet’s get to work...

If you don’t know where you’re going, any road willtake you there..

Get the basics rightGet the basics right Image source: http://www.seomoz.org/blog/whiteboard-friday-the-seo-fundamentals-pyramid

First you automate...‣ Use the power of templates‣ <title> template‣ Meta description template‣ <h1> template

First you automate...<title>$productname - Buy now, only $price! | $brandname</title><meta name="description" content="Looking for $productname? Available in ourwebshop at $price. Fast delivery and money back guarantee."><h1>$productname</h1>

Then you analyze...‣ Top organic landing pages‣ Top converting pages

Then you digg for gold...‣ Manual re-optimization of key pages‣ More speciﬁc <title>’s (longtails?)‣ More speciﬁc meta descriptions (advantage?)

Get everyone on board‣ Everyone can help (PR / HR / Marcom / ...)‣ People like to be involved‣ Provide training‣ Share data

Some competition, maybe?‣ Get inhouse people to write content / blogposts‣ Track author through custom vars in GA‣ _setCustomVar(1, Author, Sven De Meyere)‣ Declare winner each month:‣ Most organic visits / leads / sales / revenue

SEO & large websitesThe large website SEO toolkit

Large website SEO toolsetOn-site & oﬀ-site monitoring• Google Webmaster Tools• Bing Webmaster Tools (seriously!)• SeoMoz campaignsRankings• WebceoLink analysis• MajesticSEO• Open Site Explorer

Use the available API’s• SeoMoz link metrics• MajesticSEO• Webceo online

And build your own tools

SEO & large websitesMeasuring your failure success...

Diﬀerent sets of metrics• Business metrics• SEO metrics• Link metrics

Business metrics• Organic (non) branded revenue!!!• ROI

SEO metrics• (non) Branded keyword rankings• # organic (non) branded conversions• # organic (non) branded visits• # unique organic landing pages• Top X organic (non) branded landing pages• # unique organic keywords• Top X organic (non) branded keywords

Link metrics• On domain level • On page level • Domain authority • Page authority • # external links • # external links • # referring root domains • # external referring root domains • % follow vs nofollowed links • % follow vs nofollowed links • % anchor text VS branded links • % anchor text VS branded links • # internal links

Benchmark your progress• Short term • Compare with previous month • Careful: trends & seasonality?• Long term • Compare with same month last year • Careful: changes on-site or in Analytics conﬁg?

SEO & large websites8 rock solid takeaways...

8 key takeaways...1. Horizontal & vertical internal linking2. Use index XML sitemaps to discover weak spots3. Microformats: boost your organic CTR4. First things ﬁrst: get the basics right5. Automate when possible, adjust when necessary6. Get everyone on board7. API’s: use them!8. Larger websites -> diﬀerent metrics for success

Thank you.And now, coﬀee please...!sven@wijs.betwitter.com/demeyeresven

Sven De Meyere (Wijs) - SEO Optimization for large websites. How to scale your efforts?

by Bloovi on Jun 19, 2012

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Sven De Meyere (Wijs) - SEO Optimization for large websites. How to scale your efforts? Presentation Transcript