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SEO for Enterprise: Back to the Basics
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SEO for Enterprise: Back to the Basics

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When you really boil it down, in-house SEO leaders are responsible for just three things: 1) Driving traffic, 2) Reporting on the channel, 3) being the bridge. This deck requires more explanation (all …

When you really boil it down, in-house SEO leaders are responsible for just three things: 1) Driving traffic, 2) Reporting on the channel, 3) being the bridge. This deck requires more explanation (all content was delivered verbally), but should illustrate one basic fact: keeping it simple is the key to success in enterprise SEO!

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  • 1. SEO for Enterprise: Back to the Basics Adam Audette @audette
  • 2. What are all the things you should could be doing? @audette
  • 3. Authorship Log file analysis Schema.org Site architecture Pagination Crawling Site Search Duplicate Content Site Speed Sitemaps Reporting Secure Search SEO Tools Galore Content Strategy@audette
  • 4. Authorship Schema.org Site architecture Pagination Crawling Site Search Duplicate Content Site Speed Sitemaps Reporting Secure Search SEO Tools Galore Content Strategy Faceted Navigation@audette
  • 5. The only things that count are what you ACT ON.
  • 6. Ideas are only sparks.
  • 7. What did you sign up for?
  • 8. To drive organic traffic.
  • 9. To report on your channel.
  • 10. To be the bridge.
  • 11. So how do you get there?
  • 12. Start by eliminating the DON’Ts
  • 13. 1. Don’t (try to) build links.
  • 14. Up to 40% of new clients have penalties from previous “SEO” work.
  • 15. 2. Don’t obsess on rankings.
  • 16. It’s about TOPICS not keywords. More actionable (search volume by topic) Easier to spot trends (seasonality) Not myopic (less ranking reports) More insightful (queries change)
  • 17. 3. Don’t ignore technical SEO.
  • 18. Technical SEO is more important than ever. Googlebot crawling javascript Mobile SEO Faceted navigations Duplicate content Site latency International SEO Domain migrations Panda Penguin Future algorithms Future changes
  • 19. 4. Don’t create massive site audits.
  • 20. It’s not what’s ‘wrong’ with your site. It’s what moves the needle. 1. Identify top priorities -> 2. Sync with business -> 3. Create tickets and ship!
  • 21. 5. Don’t ignore the basics.
  • 22. Consistency is key Internal links! Canonical URLs! XML sitemaps! Off-page signals!
  • 23. Shiny things are shiny. Boring things drive $$$.
  • 24. Basics. Sexy.
  • 25. Didn’t follow the basics.
  • 26. 7. Don’t shortchange your value.
  • 27. You have unique skills. Think big. I should write title tags and run ranking reports…
  • 28. You have unique skills. Think big. I should write title tags and run ranking reports…
  • 29. A good SEO is a strategist. I should run an opportunity forecast.
  • 30. A good SEO is creative. What sorts of business intelligence can I do on our competitors?
  • 31. A good SEO is a keen analyst who wants to WIN. I should finish that competitive analysis.
  • 32. 8. Don’t treat social as direct marketing.
  • 33. Social ≠ Transactional
  • 34. 9. Don’t ignore the Knowledge Graph.
  • 35. It’s kind of a big deal.
  • 36. It’s kind of a big deal.
  • 37. It’s kind of a big deal.
  • 38. 10. Don’t chase the algorithm.
  • 39. Search engines follow users.
  • 40. Search engines follow users. It’s not actually about this
  • 41. “I use search engines to find stuff.” Search Rank & Display Page Content Conversion & Motivation It’s about this
  • 42. “I use search engines to find stuff.” Search Rank & Display Page Content Conversion & Motivation User exp. begins here It’s about this Content creates the conversion
  • 43. Now what?
  • 44. Remember three things.
  • 45. Three things: 1. Drive traffic 2. Report on channel 3. Be the bridge
  • 46. Be unwavering.
  • 47. Adam Audette aaudette@rimmkaufman.com @audette The end.