1
SEO & large websites      Sven De Meyere   10h20 – 10h40
SEO & large websitesAbout me...
4
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          Image source: https://seogadget.co.uk/solving-site-architecture-issues/
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‣   Head...
Smart use of XML sitemaps‣   Standard XML sitemaps = band-aid solution‣   Site architecture > Sitemaps‣   Index 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">...
Microformats           Resource to check: http://schema.org
Microformats‣   Improvement in CTR‣   Small (development) cost‣   Template -> scalable impact‣   Semantic data markup     ...
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-...
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="Loo...
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 me...
Get everyone on board‣   Everyone can help (PR / HR / Marcom / ...)‣   People like to be involved‣   Provide training‣   S...
Some competition, maybe?‣   Get inhouse people to write content / blogposts‣   Track author through custom vars in GA‣    ...
SEO & large websitesThe large website SEO toolkit
Large website SEO toolsetOn-site & off-site monitoring•   Google Webmaster Tools•   Bing Webmaster Tools (seriously!)•   Se...
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•   ...
Link metrics•   On domain level                      •   On page level    •   Domain authority                     •   Pag...
Benchmark your progress•   Short term    •   Compare with previous month    •   Careful: trends & seasonality?•   Long ter...
SEO & large websites8 rock solid takeaways...
8 key takeaways...1. Horizontal & vertical internal linking2. Use index XML sitemaps to discover weak spots3. Microformats...
Thank you.And now, coffee please...!sven@wijs.betwitter.com/demeyeresven
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Sven De Meyere (Wijs) - SEO Optimization for large websites. How to scale your efforts?

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SEO Optimization for large websites. How to scale your efforts? Sven De Meyere at search university

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

  1. 1. 1
  2. 2. SEO & large websites Sven De Meyere 10h20 – 10h40
  3. 3. SEO & large websitesAbout me...
  4. 4. 4
  5. 5. Over there... 5
  6. 6. SEO & large websitesIntroduction...
  7. 7. Why this topic?‣ Been there, done that‣ Lot’s of misconceptions‣ Large is the new ‘normal’
  8. 8. Topics‣ Key factors & quickwins‣ Optimize the workflow‣ Which tools to use‣ How to measure‣ 8 rock solid takeways
  9. 9. SEO & large websitesKey factors & quickwins...
  10. 10. Site architecture & internal linking Image source: https://seogadget.co.uk/solving-site-architecture-issues/
  11. 11. Site architecture & internal linking Image source: https://seogadget.co.uk/solving-site-architecture-issues/
  12. 12. Site architecture & internal linking Image source: https://seogadget.co.uk/solving-site-architecture-issues/
  13. 13. Site architecture & internal linking‣ Horizontal & vertical linking‣ Navigation‣ Breadcrumbs‣ Footer links‣ Header logo‣ Impact increases with number of pages
  14. 14. Smart use of XML sitemaps‣ Standard XML sitemaps = band-aid solution‣ Site architecture > Sitemaps‣ Index sitemaps‣ Image sitemaps‣ Video sitemaps‣ News sitemaps
  15. 15. Smart use of XML sitemaps
  16. 16. 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>
  17. 17. Microformats Resource to check: http://schema.org
  18. 18. Microformats‣ Improvement in CTR‣ Small (development) cost‣ Template -> scalable impact‣ Semantic data markup Resource to check: http://schema.org
  19. 19. Microformats Resource to check: http://schema.org
  20. 20. Site speed‣ Crawl rate & indexation‣ Server costs‣ User experience‣ Amazon research: 0,1s loading time = -1% sales
  21. 21. SEO & large websitesLet’s get to work...
  22. 22. If you don’t know where you’re going, any road willtake you there..
  23. 23. Get the basics rightGet the basics right Image source: http://www.seomoz.org/blog/whiteboard-friday-the-seo-fundamentals-pyramid
  24. 24. First you automate...‣ Use the power of templates‣ <title> template‣ Meta description template‣ <h1> template
  25. 25. 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>
  26. 26. Then you analyze...‣ Top organic landing pages‣ Top converting pages
  27. 27. Then you digg for gold...‣ Manual re-optimization of key pages‣ More specific <title>’s (longtails?)‣ More specific meta descriptions (advantage?)
  28. 28. Get everyone on board‣ Everyone can help (PR / HR / Marcom / ...)‣ People like to be involved‣ Provide training‣ Share data
  29. 29. 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
  30. 30. SEO & large websitesThe large website SEO toolkit
  31. 31. Large website SEO toolsetOn-site & off-site monitoring• Google Webmaster Tools• Bing Webmaster Tools (seriously!)• SeoMoz campaignsRankings• WebceoLink analysis• MajesticSEO• Open Site Explorer
  32. 32. Use the available API’s• SeoMoz link metrics• MajesticSEO• Webceo online
  33. 33. And build your own tools
  34. 34. SEO & large websitesMeasuring your failure success...
  35. 35. Different sets of metrics• Business metrics• SEO metrics• Link metrics
  36. 36. Business metrics• Organic (non) branded revenue!!!• ROI
  37. 37. 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
  38. 38. 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
  39. 39. 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?
  40. 40. SEO & large websites8 rock solid takeaways...
  41. 41. 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
  42. 42. Thank you.And now, coffee please...!sven@wijs.betwitter.com/demeyeresven
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