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 ...

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

Transcript

  • 1. SEO is dead. You have no time. Welcome to BIG SITE SEO! SEARCH CHURCH November 2013 Adam Audette @audette
  • 2. SEO IS DEAD
  • 3. SEO IS DEAD
  • 4. SEO IS DEAD
  • 5. SEO IS DEAD
  • 6. SEO IS DEAD
  • 7. SEO IS DEAD
  • 8. SEO IS DEAD
  • 9. SEO IS DEAD
  • 10. SEO IS DEAD
  • 11. SEO IS FOR SURE SUPER DEAD
  • 12. PAID : ORGANIC CLICKS IN B2B
  • 13. SEO IS DEAD
  • 14. SEO IS DEAD
  • 15. SEO IS DEAD
  • 16. SEO IS DEAD
  • 17. SEO IS DEAD
  • 18. SEO IS DEAD
  • 19. SEO IS DEAD
  • 20. PAID : ORGANIC CLICKS IN B2B
  • 21. SEO IS NOT DEAD
  • 22. MARKETING & INNOVATION
  • 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. SEO WILL ALWAYS CHANGE
  • 25. THE BLUE SKY…
  • 26. YOU KNOW WHAT NEEDS TO BE DONE
  • 27. BUT YOU HAVE NO TIME
  • 28. YOU HAVE NO RESOURCES
  • 29. SEO KNOWLEDGE IS NOT WIDESPREAD
  • 30. LEADERSHIP WANT QUICK FIXES and SILVER BULLETS
  • 31. WHAT YOU DON’T SHIP, DON’T COUNT
  • 32. TIP #1 PROJECT THE OPPORTUNITY
  • 33. PROJECT THE OPPORTUNITY
  • 34. PROJECT THE OPPORTUNITY
  • 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. 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. 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. PROJECT THEKW Monthly Volume vs Earned High Priority OPPORTUNITY Traffic (Jul-Sep), 13,451 Monthly Volume, 358,610
  • 39. PROJECT THE OPPORTUNITY
  • 40. PROJECT THE OPPORTUNITY
  • 41. PROJECT THE OPPORTUNITY Traffic Organic conversion % Leads / sales
  • 42. LOTS OF TIPS STUFF YOU CAN DO YOURSELF
  • 43. 1. GWT TOP PAGES REPORT
  • 44. GWT TOP PAGES REPORT
  • 45. 2. GET QUERY LEVEL DATA
  • 46. (Not Provided) SUCKS!
  • 47. INTERNAL-ish SOURCES Internal  Paid search query report  Site search data  GWT queries  New paid & organic report  Bing queries
  • 48. ADWORDS SEARCH QUERY Good:  Actual queries that triggered paid ad  Data IS available via API
  • 49. ADWORDS SEARCH QUERY Not so good:  Paid search ≠ organic search behavior  Have to be running paid ads  And there‟s this…
  • 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. 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. ADWORDS SEARCH QUERY
  • 53. SITE SEARCH DATA Good:  Hey, it‟s keyword data!
  • 54. SITE SEARCH DATA Not so good:  Site search ≠ organic search  Your site probably has issues
  • 55. GWT DATA Good:  The actual queries! FTW!  Impressions, avg. position, CTR
  • 56. Uncovering (Not Provided)
  • 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. PAID & ORGANIC ADWORDS REPORT Good:  Query data!  Impressions, avg. position, CTR  View of paid + organic
  • 59. PAID & ORGANIC ADWORDS REPORT Not so good:  Not in the API  (at least not officially?)  You‟ve gotta‟ be running paid search!
  • 60. BING / YAHOO! BABY Good:  You‟ve got actual organic query data  It‟s raw and unfiltered
  • 61. BING / YAHOO! BABY Not so good:  Small segment of organic search  ~20% of RKG‟s clients‟ traffic
  • 62. BING + YAHOO! = 20%
  • 63. HOW ‘BOUT EXTERNAL SOURCES?
  • 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. CONUNDRUM OF SCRAPED DATA What scraped data gives you:  Query data  Ranking position  Competitive insight  Ecosystem insight
  • 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. 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. 4. ANALYZE LOG FILES Ask IT for 4 weeks of log files
  • 69. 4. ANALYZE LOG FILES Ask IT for this:  Timestamp  URL requested  User agent (limit to Googlebot and Bingbot  Response code
  • 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. 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. 5. ADD PARAMETER HANDLING RULES
  • 73. 5. ADD PARAMETER HANDLING RULES WARNING: Use Care! Be holistic w/other tools.
  • 74. TECHNICAL READING SEO tools for duplicate content: http://plotin.us/17ChBFp Robots.txt best practices for SEO: http://plotin.us/1gnC8Ae
  • 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. 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. 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. 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. 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. 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. 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. 11. STEAL YOUR COMPETITOR’S IDEAS
  • 83. 12. INSIGHT FROM TWITTER
  • 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. Lives here Marketing Engineering Spans this and more Merchandising UX Content
  • 86. Marketing Engineering Merchandising UX Content 9 7
  • 87. 9 8
  • 88. Get your CEO thinking about SEO
  • 89. Thank you Philly! Adam Audette @audette