Big Dog & Enterprise Level SEO Tactics by John Shehata

  • 1,175 views
Uploaded on

From SMX East 2013 / SearchMarketingExpo.com - Maximizing Enterprise SEO - Big Dog & Enterprise Level SEO Tactics by @JShehata - #SMX #31D …

From SMX East 2013 / SearchMarketingExpo.com - Maximizing Enterprise SEO - Big Dog & Enterprise Level SEO Tactics by @JShehata - #SMX #31D

Slide deck from John Shehata, Executive Director of Search and Social Media at ABC News - presentation covers how to create an SEO roadmap for a large organization and breaks down how to get 'big win' projects done.

More in: Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
1,175
On Slideshare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
33
Comments
0
Likes
1

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. BIG DOG SEO TACTICS # John Shehata ABCNews.com @JShehata #SMX #31D October 3, 2013 #
  • 2. New York | March 19–23, 2012 | #sesnySEO Roadmap @JShehata | John Shehata • 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.) Discover Inform Quick Wins Big Wins Support Report & Analyze
  • 3. New York | March 19–23, 2012 | #sesnyMaximize Enterprise SEO • 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 @JShehata | John Shehata
  • 4. New York | March 19–23, 2012 | #sesnyMaximize Enterprise SEO • 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.. @JShehata | John Shehata
  • 5. New York | March 19–23, 2012 | #sesnyMaximize Enterprise SEO • Questions to ask (before you start): – SEO Budget – Resources – Legal – Tools – Usability – Previous SEO? @JShehata | John Shehata
  • 6. New York | March 19–23, 2012 | #sesnySEO Roadmap @JShehata | John Shehata • 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 Discover Inform Quick Wins Big Wins Support Report & Analyze
  • 7. On-Page Optimization (Content) Page Title Tag URL Image/Video Optimization Meta Data Content Code Internal Links Internal Links Headline H1 Header Social Media @Jshehata | John Shehata 7 On-Page Content Freshness Content Frequency Content Authority Content Relevancy Content Uniqueness
  • 8. New York | March 19–23, 2012 | #sesnyMaximize Enterprise SEO • 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] @JShehata | John Shehata
  • 9. New York | March 19–23, 2012 | #sesnySEO Roadmap @JShehata | John Shehata • Quick Wins “Low Hanging Fruit: Low Effort, Big Wins” – Site Level Optimization – Duplicate Content – 302/301 Redirects – Robots.txt fixes – Canonical Tags – Crawl Errors, Error Pages – 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 Discover Inform Quick Wins Big Wins Support Report & Analyze – Page Level Optimization – Money Terms – Top 10 Paid Keywords - PPC – Top Keywords – 2nd Page Rankings – Top Exit Pages (Bounce rate)
  • 10. New York | March 19–23, 2012 | #sesnySEO Roadmap @JShehata | John Shehata • 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 Discover Inform Quick Wins Big Wins Support Report & Analyze
  • 11. New York | March 19–23, 2012 | #sesnySEO Roadmap @JShehata | John Shehata • 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 Discover Inform Quick Wins Big Wins Support Report & Analyze
  • 12. New York | March 19–23, 2012 | #sesnySEO Roadmap @JShehata | John Shehata • 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 Discover Inform Quick Wins Big Wins Support Report & Analyze
  • 13. New York | March 19–23, 2012 | #sesnySEO Roadmap @JShehata | John Shehata Company Goals Team/Departments SEO Challenges & Opportunities Site Audit Workflow/Process Analytics/Baseline reports researching / info gathering Technology, Code Content, Links, Social Media Building Targeted Keyword lists Crawl Errors Comp. Analysis PM Process Training SEO 101 Training SMO 101 Training Tech/Dev Training PM/Product Training Executive Training Best Practices Guides (BPG) SEO/SMO Blog/Wiki Search/Social Media Monthly Newsletter Answering emails SEO/SMO Compliance Test Content Strategy Low Effort, Big Wins On Page Optimization Page Titles, Meta Tags HP / Section Pages 302/301 Redirects Robots.txt fixes Error Pages Meta Tags / Social Tags Optimization Rich Snippets Duplicate Content Canonical Tags Big Projects List Videos / Photos Mobile Content Vertical Optimization Universal SERPs Rich Snippets Link Building Crawl Efficiency Social Media Syndication Daily Reports Monthly Reports Author Reports Category/Product Reports Social Media Reports Project Reports Support ongoing and new projects SEO Recos to seasonal content Provide SEO Recos to Breaking News Discover Inform Quick Wins Big Wins Support Report & Analyze
  • 14. New York | March 19–23, 2012 | #sesny Discovery Understand Project Goals and objectives Traffic Sources: Search, Social, Internal traffic? Top Keywords: what is the search interest? Location on site: directory, subdomain, page, sections, etc.? Do we need a CName? Do we need a landing page (/blogs/) for all created templates Content: is it new content, new content replacing existing content, removing old content, etc.? Will page content be delivered via Javascript, AJAX, other un-friendly SEO technologies? do we need a separate XML sitemap? Design wireframes/desi gn comps review breadcrumbs placements text placement social integrations H1 heading tags SEO recommendatio ns for label, layout and links Pre Dev. Meta Date (page titles, meta description, keywords) SEO friendly URL formats Copy Reviews: does the page need intro/closing copy? Canonical tags Social tags / Other tags robots.txt updates if needed analytics integration secure 5 links to new content Schema Implementation QA Quick SEO QA Baseline analytics reports Content in Feeds Live SEO BPG if needed 3,6,9 months reports Link Building Ranking Reports SEO Process John Shehata 2013 @JShehata
  • 15. New York | March 19–23, 2012 | #sesnyTools & Resources • Excel • SEOmoz • SEObook • Screaming Frog • Google/Bing Webmaster Tools • Advanced Web Rankings • Google Analytics / Omniture • Raven Tools @JShehata | John Shehata
  • 16. New York | March 19–23, 2012 | #sesny 17 Tactics that help you succeed at Enterprise SEO @JShehata | John Shehata
  • 17. New York | March 19–23, 2012 | #sesnyMaximize Enterprise SEO • Develop Technical & Excel Skills @JShehata | John Shehata
  • 18. New York | March 19–23, 2012 | #sesnyMaximize Enterprise SEO 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 @JShehata | John Shehata
  • 19. New York | March 19–23, 2012 | #sesnyMaximize Enterprise SEO Show Value @JShehata | John Shehata
  • 20. New York | March 19–23, 2012 | #sesnyMaximize Enterprise SEO • Big Projects – Small Projects Justifies Big Projects – Divide Big Projects into smaller tasks – Find projects that can include these tasks – Focus on quick wins @JShehata | John Shehata
  • 21. New York | March 19–23, 2012 | #sesnyMaximize Enterprise SEO • Your Platform is not just desktop! – Mobile is a must – App/Tablet Optimization – YouTube @JShehata | John Shehata +94%
  • 22. New York | March 19–23, 2012 | #sesnyMaximize Enterprise SEO Tech/Dev Teams • Great ally or the worst hurdle • Push Back when appropriate • Your strategy is Dead-On-Arrival without technical resources. @JShehata | John Shehata
  • 23. New York | March 19–23, 2012 | #sesnyMaximize Enterprise SEO Build Relationships Communicate in Person, Emails are not enough @JShehata | John Shehata
  • 24. New York | March 19–23, 2012 | #sesnyMaximize Enterprise SEO Stop Long Emails Tell A Story / Promote your success / Use Numbers @JShehata | John Shehata
  • 25. New York | March 19–23, 2012 | #sesnyMaximize Enterprise SEO Task, Reports, Meetings, etc. Stop whatever doesn’t provide VALUE @JShehata | John Shehata
  • 26. New York | March 19–23, 2012 | #sesnyMaximize Enterprise SEO Choose your Battles Wisely Prioritize / Ask your manager to prioritize your work @JShehata | John Shehata
  • 27. New York | March 19–23, 2012 | #sesnyMaximize Enterprise SEO • Find Hidden resources – Sister companies – Cross promotions, – links – Talents in other departments @JShehata | John Shehata
  • 28. New York | March 19–23, 2012 | #sesnyMaximize Enterprise SEO • Center of Excellence [COE] – SEO Ambassadors (across sites, global, editorial, IT, etc.) – Highlight the Champ – Badges / Compliance Certificate – Train the trainer @JShehata | John Shehata
  • 29. New York | March 19–23, 2012 | #sesnyMaximize Enterprise SEO We are consultants; we provide recommendations to other teams to implement!! @JShehata | John Shehata
  • 30. New York | March 19–23, 2012 | #sesnyMaximize Enterprise SEO • Develop A Content Marketing Strategy – Editorial calendar – Evergreen content – Product Reviews – Best/Worst Lists – Trending topics – National vs. Local Content @JShehata | John Shehata
  • 31. New York | March 19–23, 2012 | #sesnyMaximize Enterprise SEO 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 @JShehata | John Shehata
  • 32. New York | March 19–23, 2012 | #sesnyMaximize Enterprise SEO Less Is More SEO • Focused recommendations • Focused emails • Focused reports • etc. @JShehata | John Shehata
  • 33. New York | March 19–23, 2012 | #sesnyMaximize Enterprise SEO Be a Good Person – Approachable – Available – Share Knowledge – Train and Train Again – Invest in People, Develop Skills – Optimize for Users not SE @JShehata | John Shehata SEO
  • 34. New York | March 19–23, 2012 | #sesny Thanks John Shehata @JShehata @JShehata | John Shehata
  • 35. http://www.slideshare.net/SearchMarketingExpo # see more presentations at: #