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!

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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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