SEO for Enterprise:
Back to the Basics
Adam Audette
@audette
What are all the things you should could be
doing?
@audette
Authorship
Log file analysis
Schema.org
Site architecture
Pagination
Crawling
Site Search
Duplicate Content
Site Speed
Sit...
Authorship
Schema.org
Site architecture
Pagination
Crawling
Site Search
Duplicate Content
Site Speed
Sitemaps
Reporting
Se...
The only things that count are what you ACT
ON.
Ideas are only sparks.
What did you sign up for?
To drive organic traffic.
To report on your channel.
To be the bridge.
So how do you get there?
Start by eliminating the DON’Ts
1. Don’t (try to) build links.
Up to 40% of new clients have penalties
from previous “SEO” work.
2. Don’t obsess on rankings.
It’s about TOPICS not keywords.
More
actionable
(search volume
by topic)
Easier to spot
trends
(seasonality)
Not myopic
(l...
3. Don’t ignore technical SEO.
Technical SEO is more important than
ever.
Googlebot
crawling
javascript
Mobile SEO
Faceted
navigations
Duplicate
content
...
4. Don’t create massive site audits.
It’s not what’s ‘wrong’ with your site. It’s
what moves the needle.
1. Identify top
priorities ->
2. Sync with
business ->...
5. Don’t ignore the basics.
Consistency is key
Internal links!
Canonical URLs!
XML sitemaps!
Off-page signals!
Shiny things are shiny.
Boring things drive $$$.
Basics. Sexy.
Didn’t follow the basics.
7. Don’t shortchange your value.
You have unique skills. Think big.
I should write
title tags and run
ranking
reports…
You have unique skills. Think big.
I should write
title tags and run
ranking
reports…
A good SEO is a strategist.
I should run an
opportunity
forecast.
A good SEO is creative.
What sorts of
business
intelligence can I
do on our
competitors?
A good SEO is a keen analyst who wants
to WIN.
I should finish
that competitive
analysis.
8. Don’t treat social as direct marketing.
Social ≠ Transactional
9. Don’t ignore the Knowledge Graph.
It’s kind of a big deal.
It’s kind of a big deal.
It’s kind of a big deal.
10. Don’t chase the algorithm.
Search engines follow users.
Search engines follow users.
It’s not actually
about this
“I use search engines to find stuff.”
Search Rank & Display Page Content
Conversion &
Motivation
It’s
about
this
“I use search engines to find stuff.”
Search Rank & Display Page Content
Conversion &
Motivation
User exp.
begins here
It’...
Now what?
Remember three things.
Three things:
1. Drive traffic
2. Report on channel
3. Be the bridge
Be unwavering.
Adam Audette
aaudette@rimmkaufman.com
@audette
The end.
SEO for Enterprise: Back to the Basics
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 content was delivered verbally), but should illustrate one basic fact: keeping it simple is the key to success in enterprise SEO!

Published in: Marketing, Technology, Design

SEO for Enterprise: Back to the Basics

  1. 1. SEO for Enterprise: Back to the Basics Adam Audette @audette
  2. 2. What are all the things you should could be doing? @audette
  3. 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. 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. 5. The only things that count are what you ACT ON.
  6. 6. Ideas are only sparks.
  7. 7. What did you sign up for?
  8. 8. To drive organic traffic.
  9. 9. To report on your channel.
  10. 10. To be the bridge.
  11. 11. So how do you get there?
  12. 12. Start by eliminating the DON’Ts
  13. 13. 1. Don’t (try to) build links.
  14. 14. Up to 40% of new clients have penalties from previous “SEO” work.
  15. 15. 2. Don’t obsess on rankings.
  16. 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. 17. 3. Don’t ignore technical SEO.
  18. 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. 19. 4. Don’t create massive site audits.
  20. 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. 21. 5. Don’t ignore the basics.
  22. 22. Consistency is key Internal links! Canonical URLs! XML sitemaps! Off-page signals!
  23. 23. Shiny things are shiny. Boring things drive $$$.
  24. 24. Basics. Sexy.
  25. 25. Didn’t follow the basics.
  26. 26. 7. Don’t shortchange your value.
  27. 27. You have unique skills. Think big. I should write title tags and run ranking reports…
  28. 28. You have unique skills. Think big. I should write title tags and run ranking reports…
  29. 29. A good SEO is a strategist. I should run an opportunity forecast.
  30. 30. A good SEO is creative. What sorts of business intelligence can I do on our competitors?
  31. 31. A good SEO is a keen analyst who wants to WIN. I should finish that competitive analysis.
  32. 32. 8. Don’t treat social as direct marketing.
  33. 33. Social ≠ Transactional
  34. 34. 9. Don’t ignore the Knowledge Graph.
  35. 35. It’s kind of a big deal.
  36. 36. It’s kind of a big deal.
  37. 37. It’s kind of a big deal.
  38. 38. 10. Don’t chase the algorithm.
  39. 39. Search engines follow users.
  40. 40. Search engines follow users. It’s not actually about this
  41. 41. “I use search engines to find stuff.” Search Rank & Display Page Content Conversion & Motivation It’s about this
  42. 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. 43. Now what?
  44. 44. Remember three things.
  45. 45. Three things: 1. Drive traffic 2. Report on channel 3. Be the bridge
  46. 46. Be unwavering.
  47. 47. Adam Audette aaudette@rimmkaufman.com @audette The end.
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