SEO is dead.
You have no time.
Welcome to BIG SITE SEO!
SEARCH CHURCH
November 2013

Adam Audette
@audette
SEO IS DEAD
SEO IS DEAD
SEO IS DEAD
SEO IS DEAD
SEO IS DEAD
SEO IS DEAD
SEO IS DEAD
SEO IS DEAD
SEO IS DEAD
SEO IS FOR SURE SUPER DEAD
PAID : ORGANIC CLICKS IN B2B
SEO IS DEAD
SEO IS DEAD
SEO IS DEAD
SEO IS DEAD
SEO IS DEAD
SEO IS DEAD
SEO IS DEAD
PAID : ORGANIC CLICKS IN B2B
SEO IS NOT DEAD
MARKETING & INNOVATION
SEO cannot
exist in a silo

Digital Visibility
SEO

PPC
Search
PLAs
CSEs

Tech
On-Page
Links

CSEs
PLAs
Display
Display

S...
SEO WILL ALWAYS CHANGE
THE BLUE SKY…
YOU KNOW WHAT NEEDS TO BE DONE
BUT YOU HAVE NO TIME
YOU HAVE NO RESOURCES
SEO KNOWLEDGE IS NOT
WIDESPREAD
LEADERSHIP WANT
QUICK FIXES and
SILVER BULLETS
WHAT YOU DON’T SHIP, DON’T
COUNT
TIP #1

PROJECT THE OPPORTUNITY
PROJECT THE OPPORTUNITY
PROJECT THE OPPORTUNITY
PROJECT THE OPPORTUNITY
Share of Voice for Top Terms

0.73%
1.71%

allrecipes.com

3.17%

drinks.com
about.com

2.44%

dri...
PROJECT THE OPPORTUNITY
Not Present for High Priority KWs
Drinks

About

Drinkmixer

Allrecipes

Recipes

Chow

0

5

10

...
PROJECT THE OPPORTUNITY
Monthly Share of Search Volume for High Priority KWs
250000

200000

150000

100000

50000

0
Chow...
PROJECT THEKW Monthly Volume vs Earned
High Priority OPPORTUNITY

Traffic (Jul-Sep), 13,451

Monthly Volume, 358,610
PROJECT THE OPPORTUNITY
PROJECT THE OPPORTUNITY
PROJECT THE OPPORTUNITY

Traffic

Organic
conversion
%

Leads /
sales
LOTS OF TIPS

STUFF YOU CAN DO YOURSELF
1. GWT TOP PAGES REPORT
GWT TOP PAGES REPORT
2. GET QUERY LEVEL DATA
(Not Provided) SUCKS!
INTERNAL-ish SOURCES

Internal
 Paid search query report
 Site search data
 GWT queries

 New paid & organic report
 ...
ADWORDS SEARCH QUERY

Good:
 Actual queries that triggered paid ad
 Data IS available via API
ADWORDS SEARCH QUERY

Not so good:
 Paid search ≠ organic search behavior
 Have to be running paid ads
 And there‟s thi...
ADWORDS SEARCH QUERY

Not so good:
 "you‟ll only see search terms that were
used by people at least 24 hours ago
and have...
ADWORDS SEARCH QUERY

Not so good:
 "Any search terms that did not meet this
criteria will be summed up in the 'Other
sea...
ADWORDS SEARCH QUERY
SITE SEARCH DATA

Good:
 Hey, it‟s keyword data!
SITE SEARCH DATA

Not so good:
 Site search ≠ organic search
 Your site probably has issues
GWT DATA

Good:
 The actual queries! FTW!
 Impressions, avg. position, CTR
Uncovering (Not Provided)
GWT DATA

Not so good:
 Limited to ~2,000 queries per day
 (there‟s a trick to expand this)
 Queries are bucketed

 Cl...
PAID & ORGANIC ADWORDS REPORT

Good:
 Query data!
 Impressions, avg. position, CTR
 View of paid + organic
PAID & ORGANIC ADWORDS REPORT

Not so good:
 Not in the API
 (at least not officially?)
 You‟ve gotta‟ be running paid ...
BING / YAHOO! BABY

Good:
 You‟ve got actual organic query data
 It‟s raw and unfiltered
BING / YAHOO! BABY

Not so good:
 Small segment of organic search
 ~20% of RKG‟s clients‟ traffic
BING + YAHOO! = 20%
HOW ‘BOUT EXTERNAL SOURCES?
HOW ‘BOUT EXTERNAL SOURCES?

External
 Competitive insight tools (SEM Rush,
Search Metrics, etc)
 SEO analytics (Brighte...
CONUNDRUM OF SCRAPED DATA

What scraped data gives you:
 Query data
 Ranking position
 Competitive insight

 Ecosystem...
3. VERIFY MORE FOLDERS IN GWT

Why verify more folders?
 GWT limited to ~2,000 daily queries
 You don‟t control what the...
3. VERIFY MORE FOLDERS IN GWT

Verify folders and subdomains
 Requires folder structure like
/drinks/whiskey
 Gives indi...
4. ANALYZE LOG FILES

Ask IT for 4 weeks of log files
4. ANALYZE LOG FILES

Ask IT for this:
 Timestamp
 URL requested
 User agent (limit to Googlebot and
Bingbot
 Response...
Googlebot is spending most of its crawl allotment on two err
pages, which could mean these pages return the wrong
status c...
SERVER LOG ANALYSIS

Look for:
 Which URLs have the most requests?
 Are there duplicate URLs?
 Any language selector is...
5. ADD PARAMETER HANDLING RULES
5. ADD PARAMETER HANDLING RULES

WARNING: Use Care! Be holistic
w/other tools.
TECHNICAL READING

SEO tools for duplicate content:
http://plotin.us/17ChBFp

Robots.txt best practices for SEO:
http://pl...
LOG FILE TOOLS

 Adam‟s: http://www.rimmkaufman.com/blog/seodiagnostics-tool/15072008/

 Ian‟s: http://www.portent.com/b...
6. SETUP SEO LUNCHES

Use monthly „brown bags‟ for:
 Building bridges across departments
 Keeping other teams up to spee...
7. USE THE BATHROOM

Put up “did you know” posters:
 Did u know? SEO isn‟t about spamming
search engines!

 Did u know? ...
USE THE BATHROOM

Put up “did you know” posters:
 Did u know? SEO isn‟t about spamming
search engines!

 Did u know? Whe...
8. CREATE A RUTHLESS ROADMAP

Create a 2014 technical roadmap:
 Be ruthless: what are THE TOP 3 technical SEO
things that...
9. TAKE (OVER) YOUR G+

The G+ is without country:
 Does social own it? Marketing? Search?

 In G+ you have a CMS and so...
10. QUORA FOR CONTENT IDEAS

Quora and social sites vet for you:
 What topics are most popular

 What types of content g...
11. STEAL YOUR COMPETITOR’S IDEAS
12. INSIGHT FROM TWITTER
BUILD A REVERSE PROXY TOOL

Why a reverse proxy tool:
 Allows you to make SEO changes w/out need
for IT or dev
 Gives yo...
Lives here

Marketing

Engineering

Spans this and
more

Merchandising

UX

Content
Marketing

Engineering

Merchandising

UX

Content

9
7
9
8
Get your CEO thinking about SEO
Thank you Philly!

Adam Audette
@audette
SEO for Enterprise: Stuff You Can Do Yourself!
SEO for Enterprise: Stuff You Can Do Yourself!
SEO for Enterprise: Stuff You Can Do Yourself!
SEO for Enterprise: Stuff You Can Do Yourself!
SEO for Enterprise: Stuff You Can Do Yourself!
SEO for Enterprise: Stuff You Can Do Yourself!
SEO for Enterprise: Stuff You Can Do Yourself!
SEO for Enterprise: Stuff You Can Do Yourself!
SEO for Enterprise: Stuff You Can Do Yourself!
SEO for Enterprise: Stuff You Can Do Yourself!
SEO for Enterprise: Stuff You Can Do Yourself!
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SEO for Enterprise: Stuff You Can Do Yourself!

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SEO is dead. But is it? Well, it doesn't matter anyway because in the enterprise we have NO TIME and NO RESOURCES anyway. Well, this deck is here to save you. Here are about 9 things you can do yourself without the need for anyone else. Get after it.

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  • RKG’s Digital Visibility Ecosystem
  • Although Bing Sees Largest Organic Search Share Gains in Q3 , Google is still the lion’s share of organic searchBing’s share of organic search visits increased ½% in Q3. call out that search query data is available from Bing / Yahoo, unlike Google. also that while a smaller relative slice of the search market, Bing/Yahoo represent incremental opportunity for many sites (who wouldn't want to leverage gains from search engines sending 10-30% of their organic traffic??). also Bing's webmaster tools (free) product is better than GWT
  • Through most of July, not provided hovered around 40% of Google search visits. Marketers saw that share jump 6-7% in early August as more iOS 6visits were properly attributed as organicsearches. After a brief plateau, not provided share accelerated to a new trajectory as Google shifted more users to secure search
  • SEO for Enterprise: Stuff You Can Do Yourself!

    1. 1. SEO is dead. You have no time. Welcome to BIG SITE SEO! SEARCH CHURCH November 2013 Adam Audette @audette
    2. 2. SEO IS DEAD
    3. 3. SEO IS DEAD
    4. 4. SEO IS DEAD
    5. 5. SEO IS DEAD
    6. 6. SEO IS DEAD
    7. 7. SEO IS DEAD
    8. 8. SEO IS DEAD
    9. 9. SEO IS DEAD
    10. 10. SEO IS DEAD
    11. 11. SEO IS FOR SURE SUPER DEAD
    12. 12. PAID : ORGANIC CLICKS IN B2B
    13. 13. SEO IS DEAD
    14. 14. SEO IS DEAD
    15. 15. SEO IS DEAD
    16. 16. SEO IS DEAD
    17. 17. SEO IS DEAD
    18. 18. SEO IS DEAD
    19. 19. SEO IS DEAD
    20. 20. PAID : ORGANIC CLICKS IN B2B
    21. 21. SEO IS NOT DEAD
    22. 22. MARKETING & INNOVATION
    23. 23. SEO cannot exist in a silo Digital Visibility SEO PPC Search PLAs CSEs Tech On-Page Links CSEs PLAs Display Display Social Search Outcome Paid Content Content Social Community Social Ads Management Website Website Social Ads
    24. 24. SEO WILL ALWAYS CHANGE
    25. 25. THE BLUE SKY…
    26. 26. YOU KNOW WHAT NEEDS TO BE DONE
    27. 27. BUT YOU HAVE NO TIME
    28. 28. YOU HAVE NO RESOURCES
    29. 29. SEO KNOWLEDGE IS NOT WIDESPREAD
    30. 30. LEADERSHIP WANT QUICK FIXES and SILVER BULLETS
    31. 31. WHAT YOU DON’T SHIP, DON’T COUNT
    32. 32. TIP #1 PROJECT THE OPPORTUNITY
    33. 33. PROJECT THE OPPORTUNITY
    34. 34. PROJECT THE OPPORTUNITY
    35. 35. PROJECT THE OPPORTUNITY Share of Voice for Top Terms 0.73% 1.71% allrecipes.com 3.17% drinks.com about.com 2.44% drinkmixer.com 2.93% 2.68% recipes.com chow.com
    36. 36. PROJECT THE OPPORTUNITY Not Present for High Priority KWs Drinks About Drinkmixer Allrecipes Recipes Chow 0 5 10 15 20 25 30 35 40
    37. 37. PROJECT THE OPPORTUNITY Monthly Share of Search Volume for High Priority KWs 250000 200000 150000 100000 50000 0 Chow Recipes Allrecipes Drinkmixer About Drinks
    38. 38. PROJECT THEKW Monthly Volume vs Earned High Priority OPPORTUNITY Traffic (Jul-Sep), 13,451 Monthly Volume, 358,610
    39. 39. PROJECT THE OPPORTUNITY
    40. 40. PROJECT THE OPPORTUNITY
    41. 41. PROJECT THE OPPORTUNITY Traffic Organic conversion % Leads / sales
    42. 42. LOTS OF TIPS STUFF YOU CAN DO YOURSELF
    43. 43. 1. GWT TOP PAGES REPORT
    44. 44. GWT TOP PAGES REPORT
    45. 45. 2. GET QUERY LEVEL DATA
    46. 46. (Not Provided) SUCKS!
    47. 47. INTERNAL-ish SOURCES Internal  Paid search query report  Site search data  GWT queries  New paid & organic report  Bing queries
    48. 48. ADWORDS SEARCH QUERY Good:  Actual queries that triggered paid ad  Data IS available via API
    49. 49. ADWORDS SEARCH QUERY Not so good:  Paid search ≠ organic search behavior  Have to be running paid ads  And there‟s this…
    50. 50. ADWORDS SEARCH QUERY Not so good:  "you‟ll only see search terms that were used by people at least 24 hours ago and have either received clicks in the past 30 days or were searched for by a significant number of people."
    51. 51. ADWORDS SEARCH QUERY Not so good:  "Any search terms that did not meet this criteria will be summed up in the 'Other search terms' row.”
    52. 52. ADWORDS SEARCH QUERY
    53. 53. SITE SEARCH DATA Good:  Hey, it‟s keyword data!
    54. 54. SITE SEARCH DATA Not so good:  Site search ≠ organic search  Your site probably has issues
    55. 55. GWT DATA Good:  The actual queries! FTW!  Impressions, avg. position, CTR
    56. 56. Uncovering (Not Provided)
    57. 57. GWT DATA Not so good:  Limited to ~2,000 queries per day  (there‟s a trick to expand this)  Queries are bucketed  Clicks ≤ 1 don‟t count  Data is „sanitized‟
    58. 58. PAID & ORGANIC ADWORDS REPORT Good:  Query data!  Impressions, avg. position, CTR  View of paid + organic
    59. 59. PAID & ORGANIC ADWORDS REPORT Not so good:  Not in the API  (at least not officially?)  You‟ve gotta‟ be running paid search!
    60. 60. BING / YAHOO! BABY Good:  You‟ve got actual organic query data  It‟s raw and unfiltered
    61. 61. BING / YAHOO! BABY Not so good:  Small segment of organic search  ~20% of RKG‟s clients‟ traffic
    62. 62. BING + YAHOO! = 20%
    63. 63. HOW ‘BOUT EXTERNAL SOURCES?
    64. 64. HOW ‘BOUT EXTERNAL SOURCES? External  Competitive insight tools (SEM Rush, Search Metrics, etc)  SEO analytics (Brightedge, SEO Clarity, etc)  Panel data (comScore, Alexa, Quantcast)
    65. 65. CONUNDRUM OF SCRAPED DATA What scraped data gives you:  Query data  Ranking position  Competitive insight  Ecosystem insight
    66. 66. 3. VERIFY MORE FOLDERS IN GWT Why verify more folders?  GWT limited to ~2,000 daily queries  You don‟t control what these are
    67. 67. 3. VERIFY MORE FOLDERS IN GWT Verify folders and subdomains  Requires folder structure like /drinks/whiskey  Gives individual account access / data  Can be used for subdomains, too
    68. 68. 4. ANALYZE LOG FILES Ask IT for 4 weeks of log files
    69. 69. 4. ANALYZE LOG FILES Ask IT for this:  Timestamp  URL requested  User agent (limit to Googlebot and Bingbot  Response code
    70. 70. Googlebot is spending most of its crawl allotment on two err pages, which could mean these pages return the wrong status code. Googlebot is crawling the same page with 3 separate URLs, which could indicate a canonicalization/duplication problem. These URLs with ?utm_source and ?creative_desc parameters shouldn‟t be indexed.
    71. 71. SERVER LOG ANALYSIS Look for:  Which URLs have the most requests?  Are there duplicate URLs?  Any language selector issues?  Are 404s returning the wrong status code?  Are parameters being indexed?
    72. 72. 5. ADD PARAMETER HANDLING RULES
    73. 73. 5. ADD PARAMETER HANDLING RULES WARNING: Use Care! Be holistic w/other tools.
    74. 74. TECHNICAL READING SEO tools for duplicate content: http://plotin.us/17ChBFp Robots.txt best practices for SEO: http://plotin.us/1gnC8Ae
    75. 75. LOG FILE TOOLS  Adam‟s: http://www.rimmkaufman.com/blog/seodiagnostics-tool/15072008/  Ian‟s: http://www.portent.com/blog/seo/log-files-forseo-32011.htm  Sawmill: http://www.sawmill.net/features.html  Splunk: http://www.splunk.com/download/
    76. 76. 6. SETUP SEO LUNCHES Use monthly „brown bags‟ for:  Building bridges across departments  Keeping other teams up to speed on changes  Finding out what projects are in the pipeline
    77. 77. 7. USE THE BATHROOM Put up “did you know” posters:  Did u know? SEO isn‟t about spamming search engines!  Did u know? When you permanently move a page use a 301.  Did u know? Your SEO team is in building Q and we‟ve got beer!
    78. 78. USE THE BATHROOM Put up “did you know” posters:  Did u know? SEO isn‟t about spamming search engines!  Did u know? When you permanently move a page use a 301.  Did u know? Your SEO team is in building Q and we‟ve got beer!
    79. 79. 8. CREATE A RUTHLESS ROADMAP Create a 2014 technical roadmap:  Be ruthless: what are THE TOP 3 technical SEO things that MUST be accomplished in 2014?  Say why they must be accomplished (back it up with data)  Build a business rationale with all that time you have don‟t have.  Have a year end meeting and set owners and timelines for 2014.
    80. 80. 9. TAKE (OVER) YOUR G+ The G+ is without country:  Does social own it? Marketing? Search?  In G+ you have a CMS and social channel at your fingertips  With rel publisher and authorship this is ever more important  Hummingbird-ness….
    81. 81. 10. QUORA FOR CONTENT IDEAS Quora and social sites vet for you:  What topics are most popular  What types of content get shared the most  Hat tip: Mike King @ipullrank  follow him
    82. 82. 11. STEAL YOUR COMPETITOR’S IDEAS
    83. 83. 12. INSIGHT FROM TWITTER
    84. 84. BUILD A REVERSE PROXY TOOL Why a reverse proxy tool:  Allows you to make SEO changes w/out need for IT or dev  Gives you flexibility to implement metadata, titles, and optimizations  Provides a relief for swamped dev teams, too
    85. 85. Lives here Marketing Engineering Spans this and more Merchandising UX Content
    86. 86. Marketing Engineering Merchandising UX Content 9 7
    87. 87. 9 8
    88. 88. Get your CEO thinking about SEO
    89. 89. Thank you Philly! Adam Audette @audette
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