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New York | March 19–23, 2012 | #sesnyEnterprise-Level     SEO Tactics  John Shehata       @JShehata            2013
New York | March 19–23, 2012 | #sesny@JShehata   |   John Shehata
SEO Roadmap                                    New York | March 19–23, 2012 | #sesny                                Quick ...
SEO Roadmap                                                           New York | March 19–23, 2012 | #sesny               ...
Maximize Enterprise SEO                                        New York | March 19–23, 2012 | #sesny•   Understand your We...
Maximize Enterprise SEO                             New York | March 19–23, 2012 | #sesny•   Issues     –   Content Overla...
Maximize Enterprise SEO                    New York | March 19–23, 2012 | #sesny•   Questions to ask (before you start):  ...
SEO Roadmap                                              New York | March 19–23, 2012 | #sesny                            ...
On-Page Optimization (Content)           On-Page                     Internal                Content   Freshness          ...
Maximize Enterprise SEO                              New York | March 19–23, 2012 | #sesny•   Project Management Process I...
SEO Roadmap                                                                                      New York | March 19–23, 2...
SEO Roadmap                                             New York | March 19–23, 2012 | #sesny                             ...
SEO Roadmap                                            New York | March 19–23, 2012 | #sesny                              ...
SEO Roadmap                                           New York | March 19–23, 2012 | #sesny                               ...
SEO Roadmap                                                                                   New York | March 19–23, 2012...
Tools & Resources                 New York | March 19–23, 2012 | #sesny•   Excel•   SEOmoz•   SEObook•   Screaming Frog•  ...
Consolidate & Segment                  New York | March 19–23, 2012 | #sesnyGWT (Search Queries) + Google KWs + GA Traffic...
New York | March 19–23, 2012 | #sesny   17 Tactics that help you succeed at             Enterprise SEO@JShehata   |   John...
Maximize Enterprise SEO                New York | March 19–23, 2012 | #sesny•   Develop Technical & Excel Skills@JShehata ...
Maximize Enterprise SEO        New York | March 19–23, 2012 | #sesnySELL Your ProjectsAlign your Goalswith the Company’s G...
Maximize Enterprise SEO        New York | March 19–23, 2012 | #sesnyShow Value@JShehata   |   John Shehata
Maximize Enterprise SEO                               New York | March 19–23, 2012 | #sesny•   Big Projects     –   Small ...
Maximize Enterprise SEO                  New York | March 19–23, 2012 | #sesny•   Your Platform is not just desktop!     –...
Maximize Enterprise SEO                New York | March 19–23, 2012 | #sesnyTech/Dev Teams•   Great ally or the worst hurd...
Maximize Enterprise SEO                          New York | March 19–23, 2012 | #sesny                                    ...
Maximize Enterprise SEO                New York | March 19–23, 2012 | #sesnyStop Long EmailsTell A Story / Promote your su...
Maximize Enterprise SEO         New York | March 19–23, 2012 | #sesnyTask, Reports, Meetings, etc.Stop whateverdoesn’t pro...
Maximize Enterprise SEO                New York | March 19–23, 2012 | #sesny                               Choose your Bat...
Maximize Enterprise SEO                 New York | March 19–23, 2012 | #sesny•   Find Hidden resources     –   Sister comp...
Maximize Enterprise SEO                                New York | March 19–23, 2012 | #sesny•   Center of Excellence [COE]...
Maximize Enterprise SEO                 New York | March 19–23, 2012 | #sesny                          We are consultants;...
Maximize Enterprise SEO                    New York | March 19–23, 2012 | #sesny•   Develop A Content Marketing Strategy  ...
Maximize Enterprise SEO                     New York | March 19–23, 2012 | #sesnyWorking with others•   Make others great!...
Maximize Enterprise SEO        New York | March 19–23, 2012 | #sesnyLess Is More SEO•   Focused recommendations•   Focused...
Maximize Enterprise SEO                   New York | March 19–23, 2012 | #sesnyBe a Good Person   –   Approachable   –   A...
New York | March 19–23, 2012 | #sesny                Thanks        John Shehata            @JShehata@JShehata   |   John S...
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Enterprise Level SEO Tactics for 2013

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Looking for ways to optimize large sites? Million of pages, where to start. This presentation is designed to meet the specific challenges of large-enterprise organizations including SEO tactics specific to large sites (sites with thousands, if not millions, of pages); the challenges of educating key stakeholders, including budgeting issues; and implementation hurdles common to large organizations, such as CMS issues and IT team challenges.

I will cover the SEO Process optimizing enterprise clients or in-house sites. I will go over some of the main tools every SEO needs and the 17 skills and tactics needed to succeed at optimizing mega million page sites.

Follow me at twitter http://twitter.com/JShehata

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Transcript of "Enterprise Level SEO Tactics for 2013"

  1. 1. New York | March 19–23, 2012 | #sesnyEnterprise-Level SEO Tactics John Shehata @JShehata 2013
  2. 2. New York | March 19–23, 2012 | #sesny@JShehata | John Shehata
  3. 3. SEO Roadmap New York | March 19–23, 2012 | #sesny Quick Big Report & Discover Inform Support Wins Wins Analyze@JShehata | John Shehata
  4. 4. SEO Roadmap New York | March 19–23, 2012 | #sesny Quick Big Report & Discover Inform Support Wins Wins Analyze• Discover – What are the main objectives of the site (sales, Pageviews, etc.) – Know the Team (Design, IT, Legal, Editorial, Marketing, PM, Technology, Analytics) – SWOT Analysis / Challenges and Opportunities – Extensive Site Audit (GWT, Screaming Frog, Crawl Errors, etc.) – Competitive Analysis (SEO, Social Media, Links, Rankings, etc.) – Understand The PM Process / Editorial Workflow – Understand Technology & Code – Build Targeted KWs lists (KW research, Analytics, etc.) – Build Baseline Reports (Setup – Analytics Team) – Define your SEO Metrics (Visits, SEO Visits, etc.) – Identify Conversion Points (Signups, sales, etc.) @JShehata | John Shehata
  5. 5. Maximize Enterprise SEO New York | March 19–23, 2012 | #sesny• Understand your Weaknesses and Strengths – Media Sites – Lots of content – Videos VS. Text? – Lots of Links – No Sales – Ecommerce – Lots of Products – Same Product Description across multiple sites – Little Unique Content – Duplicate content@JShehata | John Shehata
  6. 6. Maximize Enterprise SEO New York | March 19–23, 2012 | #sesny• Issues – Content Overlap – Inefficient Crawling (Millions of Pages) – Too much content to optimize – One man department – Tech/Dev/Company has other priorities – Duplicate Content On Site/Off Site – Etc..@JShehata | John Shehata
  7. 7. Maximize Enterprise SEO New York | March 19–23, 2012 | #sesny• Questions to ask (before you start): – SEO Budget – Resources – Legal – Tools – Usability – Previous SEO?@JShehata | John Shehata
  8. 8. SEO Roadmap New York | March 19–23, 2012 | #sesny Quick Big Report & Discover Inform Support Wins Wins Analyze• Inform “Develop Institutional Knowledge” – Training (SEO 101, Tech/Dev Training, PM/Product Training) – Executive Training: C-level executive buy-in is a must (It is not Voodoo Magic!) – Best Practices Guides (BPG) / One Sheet Checklist – SEO/SMO Blog/Wiki – Search Monthly Newsletter – Answering emails – SEO Compliance Test – Customize your training material @JShehata | John Shehata
  9. 9. On-Page Optimization (Content) On-Page Internal Content Freshness Content Frequency Links Content Authority Content Relevancy Content UniquenessPage Title Tag URL Headline H1 Header Social Media Meta Data Image/Video Optimization Content Internal Links Code @Jshehata | John Shehata 9
  10. 10. Maximize Enterprise SEO New York | March 19–23, 2012 | #sesny• Project Management Process Integration – SEO is not an afterthought (It starts before development) – Understand The Process – Kick Offs / Traffic Sources Expectations – Requirement gathering – IT / Development – Design Comps – Content / Internal Links – Do your own QA – Reports – Check Changes to the site [changedetection.com]@JShehata | John Shehata
  11. 11. SEO Roadmap New York | March 19–23, 2012 | #sesny Quick Big Report & Discover Inform Support Wins Wins Analyze• Quick Wins “Low Hanging Fruit: Low Effort, Big Wins” – Site Level Optimization – Page Level Optimization – Duplicate Content – Money Terms – 302/301 Redirects – Top 10 Paid Keywords - PPC – Robots.txt fixes – Top Keywords – Canonical Tags – 2nd Page Rankings – Crawl Errors, Error Pages – Top Exit Pages (Bounce rate) – Link Building (partners, affiliates, widgets, etc.) – Template Level Optimization – On Page Optimization (layout, Heading Tags, etc.) – Page Titles, Meta Description, SEO Tags – Inline Linking / Deep Linking – Pagination @JShehata | John Shehata
  12. 12. SEO Roadmap New York | March 19–23, 2012 | #sesny Quick Big Report & Discover Inform Support Wins Wins Analyze• Big Wins “Big Projects” – Rich Media Optimization: Videos, Photo Galleries, Etc. – Mobile SEO – Content Verticals Optimization (entertainment, tech, etc.) – Universal SERP Optimization (News, Videos, Shopping, Local, Google+, etc.) – Rich Snippets – Link Building Campaigns – Crawl Efficiency / Duplicate Content / URL Architecture – Syndication – Social Media @JShehata | John Shehata
  13. 13. SEO Roadmap New York | March 19–23, 2012 | #sesny Quick Big Report & Discover Inform Support Wins Wins Analyze• Support – Support ongoing and new projects – SEO Recos to seasonal content – Provide SEO Recos to Breaking/Trending News – SEO Recos to all new design and tech projects @JShehata | John Shehata
  14. 14. SEO Roadmap New York | March 19–23, 2012 | #sesny Quick Big Report & Discover Inform Support Wins Wins Analyze• Reports & Analysis “Tell A Story” – Executive Summary is a Must – Daily/Monthly Reports – Author/Content/Product/Vertical Reports – Social Media Reports – Project Reports – Promote your work – Track traffic changes for all work done @JShehata | John Shehata
  15. 15. SEO Roadmap New York | March 19–23, 2012 | #sesny Quick Big Report & Discover Inform Support Wins Wins AnalyzeCompany Goals Training Low Effort, Big Wins Big Projects List Support ongoing Daily Reports SEO 101 Training and new projectsTeam/Departments SMO 101 Training On Page Videos / Photos Monthly ReportsSEO Challenges & Tech/Dev Training Optimization SEO Recos toOpportunities PM/Product Training Mobile seasonal content Author Reports Executive Training Page Titles, MetaStrengths & Tags Content Vertical Provide SEO Recos Category/ProductWeaknesses Best Practices Optimization to Breaking News ReportsWorkflow/Process Guides (BPG) HP / Section Pages Universal SERPs Social Media ReportsAnalytics/Baseline SEO/SMO Blog/Wiki 302/301 Redirectsreports Rich Snippets Project Reports Search/Social Media Robots.txt fixesresearching / infogathering Monthly Newsletter Link Building Error PagesTechnology, Code Answering emails Crawl Efficiency Meta Tags / SocialContent, Links, Social SEO/SMO Tags Optimization Social MediaMedia Compliance TestBuilding Targeted Rich Snippets SyndicationKeyword lists Content Strategy Duplicate ContentCrawl ErrorsComp. Analysis Canonical TagsPM Process@JShehata | John Shehata
  16. 16. Tools & Resources New York | March 19–23, 2012 | #sesny• Excel• SEOmoz• SEObook• Screaming Frog• Google/Bing Webmaster Tools• Advanced Web Rankings• Google Analytics / Omniture• Raven Tools@JShehata | John Shehata
  17. 17. Consolidate & Segment New York | March 19–23, 2012 | #sesnyGWT (Search Queries) + Google KWs + GA Traffic + RankingsScreaming Frog + SEOmoz Top Pages + SEOmoz Crawl Test +GWT Errors@JShehata | John Shehata
  18. 18. New York | March 19–23, 2012 | #sesny 17 Tactics that help you succeed at Enterprise SEO@JShehata | John Shehata
  19. 19. Maximize Enterprise SEO New York | March 19–23, 2012 | #sesny• Develop Technical & Excel Skills@JShehata | John Shehata
  20. 20. Maximize Enterprise SEO New York | March 19–23, 2012 | #sesnySELL Your ProjectsAlign your Goalswith the Company’s Goalsi.e. Align your Projectswith the Company’s ProjectsFind a project sponsor@JShehata | John Shehata
  21. 21. Maximize Enterprise SEO New York | March 19–23, 2012 | #sesnyShow Value@JShehata | John Shehata
  22. 22. Maximize Enterprise SEO New York | March 19–23, 2012 | #sesny• Big Projects – Small Projects Justifies Big Projects – Divide Big Projects into smaller tasks – Find projects that can include these tasks – Focus on quick wins@JShehata | John Shehata
  23. 23. Maximize Enterprise SEO New York | March 19–23, 2012 | #sesny• Your Platform is not just desktop! – Mobile is a must – App/Tablet Optimization – YouTube +94%@JShehata | John Shehata
  24. 24. Maximize Enterprise SEO New York | March 19–23, 2012 | #sesnyTech/Dev Teams• Great ally or the worst hurdle• Push Back when appropriate• Your strategy is Dead-On-Arrival without technical resources.@JShehata | John Shehata
  25. 25. Maximize Enterprise SEO New York | March 19–23, 2012 | #sesny Build Relationships Communicate in Person, Emails are not enough@JShehata | John Shehata
  26. 26. Maximize Enterprise SEO New York | March 19–23, 2012 | #sesnyStop Long EmailsTell A Story / Promote your success / Use Numbers@JShehata | John Shehata
  27. 27. Maximize Enterprise SEO New York | March 19–23, 2012 | #sesnyTask, Reports, Meetings, etc.Stop whateverdoesn’t provideVALUE@JShehata | John Shehata
  28. 28. Maximize Enterprise SEO New York | March 19–23, 2012 | #sesny Choose your Battles Wisely Prioritize / Ask your manager to prioritize your work@JShehata | John Shehata
  29. 29. Maximize Enterprise SEO New York | March 19–23, 2012 | #sesny• Find Hidden resources – Sister companies – Cross promotions, – links – Talents in other departments@JShehata | John Shehata
  30. 30. Maximize Enterprise SEO New York | March 19–23, 2012 | #sesny• Center of Excellence [COE] – SEO Ambassadors (across sites, global, editorial, IT, etc.) – Highlight the Champ – Badges / Compliance Certificate – Train the trainer@JShehata | John Shehata
  31. 31. Maximize Enterprise SEO New York | March 19–23, 2012 | #sesny We are consultants; we provide recommendations to other teams to implement!!@JShehata | John Shehata
  32. 32. Maximize Enterprise SEO New York | March 19–23, 2012 | #sesny• Develop A Content Marketing Strategy – Editorial calendar – Evergreen content – Product Reviews – Best/Worst Lists – Trending topics – National vs. Local Content@JShehata | John Shehata
  33. 33. Maximize Enterprise SEO New York | March 19–23, 2012 | #sesnyWorking with others• Make others great! Focus on making the other people successful, and you’ll earn their trust.• Make your emphasis how SEO will make them successful.• Make a big deal of giving public acknowledgement of their vital contribution.• Respect the hard work these folks have to do that has nothing to do with your SEO needs@JShehata | John Shehata
  34. 34. Maximize Enterprise SEO New York | March 19–23, 2012 | #sesnyLess Is More SEO• Focused recommendations• Focused emails• Focused reports• etc.@JShehata | John Shehata
  35. 35. Maximize Enterprise SEO New York | March 19–23, 2012 | #sesnyBe a Good Person – Approachable – Available – Share Knowledge – Train and Train Again – Invest in People, Develop Skills – Optimize for Users not SE SEO@JShehata | John Shehata
  36. 36. New York | March 19–23, 2012 | #sesny Thanks John Shehata @JShehata@JShehata | John Shehata

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