0
#C3NY
ONE PERSON ONE BILLION PAGES
Stefan Pioso
Director Search Marketing, Ancestry.com
#C3NY
STEFAN PIOSO
2
Ancestry.com
Linkedin.com/in/spioso
Facebook.com/Ancestry.com
spioso@ancestry.com
Leading Online Fami...
#C3NY
AGENDA
• Who is Ancestry.com
• How one approaches one billion
• Building the team [spoiler alert]
3
#C3NY
WHO WE ARE
#C3NY
WHO DO WE THINK WE ARE…
5
• Largest online family history resource
• 11+ billion records
• 50 million family trees
•...
#C3NY
WHO WE ARE NOT…
6
#C3NY
CAN ONE MANAGE ONE BILLION?
• Sure…
• Caveat 1
• Caveat 2
• Caveat 3….
• Wait, it depends…
• The answer is not binar...
#C3NY
HOW ONE APPROACHES ONE BILLION
#C3NY
SCOPING PROBLEMS & OPPORTUNITIES
9
Tools Assessment
- Tracking systems
- SEO configuration
- CMS / publishing
Site A...
#C3NY
SITUATION OVERVIEW
• Assets
• Domain authority
• Link profile
• Scale of available content
• Challenges
• 100+ subdo...
#C3NY
MY REVOLUTIONARY THREE STEP APPROACH
11
Maintain Improve Grow
#C3NY
ANCESTRY’S APPROACH
12
Maintain
 You can’t grow if the baseline is shrinking!
• Benchmark
• Set SEO standards
• Con...
#C3NY
ANCESTRY’S APPROACH
13
Improve
 Make proven entry points work harder &
cultivate new ones.
• Test what you can chan...
#C3NY
ANCESTRY’S APPROACH
14
Grow
 Exploit available content & build
where necessary.
• Growth opportunities
• Collection...
#C3NY
BUILDING THE TEAM
#C3NY
ANYONE KNOW WHAT THIS IS?
16
#C3NY
CAN ONE MANAGE ONE BILLION?
 Yes, but you’ll need help!
• Build credibility
• How: Training & data feedback
• Demon...
#C3NY
…IN CLOSING
#C3NY
WHAT EXCITES US ABOUT THE FUTURE…
• Building more content at scale
• Asset consolidation
• Exploring what big data a...
#C3NY
SHAMELESS PLUG…
 Very competitive salary & relocation to San Francisco available for
the right candidate.
• SEO Pro...
#C3NY
QUESTIONS?
21
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One Person, One Billion Pages - Ancestry @ Conductor C3 2013

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  • Key Tools:1) Webmaster tools (Google & Bing)2) Firefox Web Developer from (Chris Pederick)\3) cURL
  • Key Tools:-
  • Tool Tip:-Used webmaster tools, Conductor & automated tests as primary early warning systems-Used cURL to identify 404 issue for our homepage (per Google, it’s the closest proxy to Googlebot)-Tools to react: we configured our CMS (Fatwire) to publish all robots.txt files to enable on-demand changes
  • Transcript of "One Person, One Billion Pages - Ancestry @ Conductor C3 2013"

    1. 1. #C3NY ONE PERSON ONE BILLION PAGES Stefan Pioso Director Search Marketing, Ancestry.com
    2. 2. #C3NY STEFAN PIOSO 2 Ancestry.com Linkedin.com/in/spioso Facebook.com/Ancestry.com spioso@ancestry.com Leading Online Family History Resource @ancestrydotcom
    3. 3. #C3NY AGENDA • Who is Ancestry.com • How one approaches one billion • Building the team [spoiler alert] 3
    4. 4. #C3NY WHO WE ARE
    5. 5. #C3NY WHO DO WE THINK WE ARE… 5 • Largest online family history resource • 11+ billion records • 50 million family trees • 5 billion profiles • 1+ billion indexed pages • Products • Records & tools subscriptions • Desktop & mobile Apps • DNA • 1x Public | 2x Private • Sold to Permira $1.6b in 2012
    6. 6. #C3NY WHO WE ARE NOT… 6
    7. 7. #C3NY CAN ONE MANAGE ONE BILLION? • Sure… • Caveat 1 • Caveat 2 • Caveat 3…. • Wait, it depends… • The answer is not binary… 7
    8. 8. #C3NY HOW ONE APPROACHES ONE BILLION
    9. 9. #C3NY SCOPING PROBLEMS & OPPORTUNITIES 9 Tools Assessment - Tracking systems - SEO configuration - CMS / publishing Site Audit - Inventory content - Tech assessment - Link profile audit Find Stakeholders - SEO proponents - Content creators - Standards owner(s)
    10. 10. #C3NY SITUATION OVERVIEW • Assets • Domain authority • Link profile • Scale of available content • Challenges • 100+ subdomains • 5k owned domains • Duplicate content • Few tools to influence site • Disparate platforms, high dependencies 10
    11. 11. #C3NY MY REVOLUTIONARY THREE STEP APPROACH 11 Maintain Improve Grow
    12. 12. #C3NY ANCESTRY’S APPROACH 12 Maintain  You can’t grow if the baseline is shrinking! • Benchmark • Set SEO standards • Configure & monitor early warning systems • Ensure you have the tools to react
    13. 13. #C3NY ANCESTRY’S APPROACH 13 Improve  Make proven entry points work harder & cultivate new ones. • Test what you can change & build what you can test • Leverage common conversion paths where possible. • Focus on template-level SEO enhancements.
    14. 14. #C3NY ANCESTRY’S APPROACH 14 Grow  Exploit available content & build where necessary. • Growth opportunities • Collections porting • Data aggregation
    15. 15. #C3NY BUILDING THE TEAM
    16. 16. #C3NY ANYONE KNOW WHAT THIS IS? 16
    17. 17. #C3NY CAN ONE MANAGE ONE BILLION?  Yes, but you’ll need help! • Build credibility • How: Training & data feedback • Demonstrate opportunity • How: Do it, then talk about it • Define clear, measurable plan • How: Create your top 100 • Use skillset to expand into adjacent channels 17
    18. 18. #C3NY …IN CLOSING
    19. 19. #C3NY WHAT EXCITES US ABOUT THE FUTURE… • Building more content at scale • Asset consolidation • Exploring what big data and cross channel search optimization can deliver 19
    20. 20. #C3NY SHAMELESS PLUG…  Very competitive salary & relocation to San Francisco available for the right candidate. • SEO Product Manager • Description: http://goo.gl/MhzirT • SEO Manager • Not yet listed…contact me directly in interested 20 Contact me: spioso@ancestry.com
    21. 21. #C3NY QUESTIONS? 21
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