Industrial Strength SEO, SMX West 2011

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  • 1. SMX West: Industrial Strength SEOTen Tips for Working with Large-Scale Sites March 9, 2011 Jenny Halasz @ jennyhalasz
  • 2. keyword-drivencustomer intelligence methodinterpret all user actions askeyword interactions @ jennyhalasz
  • 3. Outdated, ineffective approach to SEO:tweaking text content to match the everchanging ranking algorithms 3 @ jennyhalasz
  • 4. • Today’s SERPs are a rich mix of content & digital assets• Rankings vary based on location, search history, preferences, social network recommendations…• Online users start their search for information in ways other than a direct statement of need @ jennyhalasz 4
  • 5. Tip #1Develop a Governance ModelSEO decisions will need to be made at varying levels Global Regional Local SEO Guidelines SEO Training Agenda Landing Page Priority Reporting Templates KPI’s Webmaster Tools Microsite SEO Keyword Ownership Technical Execution Country Priorities Link Building Efforts Analytics Setup @ jennyhalasz 5
  • 6. Tip #2Content Development Process Map DevelopIdentify Conduct content to contentneed for Review and keyword theme and and review Publish! new Evaluate research buying for usercontent cycle experience @ jennyhalasz 6
  • 7. Tip #3Education, Training and Evangelization Content Senior/C Level Local Markets Site Developers Developers• Basic SEO • SEO 101 Guide • SEO 101 Guide • SEO Processes• Measurable SEO • Best Practices • Best Practices • Implementation Benefits • Known SEO • Localized SEO Strategy• Requirements Issues Execution • Do’s and Don’ts for Success • SEO KPI’s 7 @ jennyhalasz
  • 8. Tip #4Usability & SEO – Like Marriage Usability SEO 8 @ jennyhalasz
  • 9. Tip #5Keyword Mapping & Integration StrategyIncrease keyword performance with page mapping: Benefits: • Improves keyword relevancy of individual pages • Allows pages to achieve full ranking potential • Limits internal competition • Provides visitors exactly what they are looking for @ jennyhalasz 9
  • 10. Tip #6Manage Keyword OverlapShort tail keyword overlap is not always a negativeKeyword Optimization for Large Enterprises:• Based on intent of search and customer’s location in buying cycle• Based on page content and its desired action• Focus on combination of long and short tail keywords @ jennyhalasz 10
  • 11. Tip #7Integrate! No Silos Allowed Ongoing PPC & SEO Landing AnalyticsCompetitive Coverage PPC Audits Training Page Testing SupportIntelligence Monitoring @ jennyhalasz 11
  • 12. Tip #7SEO & PPC SynergiesSynergies between SEO and PPC allow you to be more efficient andproduce a higher output Identify New Maximize SEO/PPC Keywords Optimize User Share of Voice Experience Opportunities Search Synergy @ jennyhalasz 12
  • 13. Tip #8Use a Toolset @ jennyhalasz 13
  • 14. Tip #8Return on Investment at Keyword Level Keyword Level data with Entry Page URL, Engine, Rank, Visits and Conversions @ jennyhalasz 14
  • 15. Tip #9 Quantify Organic Search contribution Myth: SEO is not trackable. CONVERSIONS CUSTOMER• Tag conversion points• Track SEO traffic through these points• Tie traffic and conversions to rankings SEO Lifecycle• Data Insights COMMUNICATE CONTENT 15 @ jennyhalasz
  • 16. Tip #10 Have a Strategy! Total Page DominationBuild page one rankings, and OWN pageone. Move competitors below the foldand off of page one Site-wide UniversalOptimization Search Links Shopping/ Knock out the Comparison Competition Links @ jennyhalasz 16
  • 17. Tip #10Total Page Domination Site-Side Links Video Links Social Links Industry Links @ jennyhalasz 17
  • 18. BONUS TIP: GO BEYOND BEST PRACTICES @ jennyhalasz
  • 19. Mobile & Social Blogs, Forums, Bookmarking Sites, PR 19 @ jennyhalasz
  • 20. Beyond Best PracticesMobile Optimization• Ensure crawlability• Auto-detection of devices and proper redirects• Incorporate SEO best practices• Leverage sitemaps @ jennyhalasz 20
  • 21. Thank YouStay Brilliant! 21 @ jennyhalasz