SMX Munich Large Scale SEO

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SEO, each large and medium-sized enterprises face major challenges. Many websites that may even run on different content management systems, different countries and languages, increasingly complicated Guidelines for Content ... the list is long. To coordinate all SEO efforts within the company and integrate is becoming increasingly important. In this session we show you how to organize large scale SEO the most effective of the themes and actions you should consider and prioritize what is useful. Get practical tips on how to maximize the visibility of your pages - and avoid disaster.

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  • Why do we keep using tactics We think Google is the only traffic source availableWe fear Google changes We are playing a cat and mouse game with google We believe google is spying on us
  • We in some rare cases we are being spyed on! I don’t think Google is is trying to hurt business or websites I think they focus on the customer If I could have given advice to Obama about spying on Angela Merkel it would be pick up the phone and ask her!
  • SMX Munich Large Scale SEO

    1. 1. no more tactics! just strategy with execution
    2. 2. No More Tactics
    3. 3. Planning Scalable Why Difficult to copy Long Time Frame Strategy Doing Within Reach How Easy to Copy Short Time Frame Tactics
    4. 4. BY @tomfishburne
    5. 5. BLOG NETWORKS Still thinking about tactics!
    6. 6. CONTENT WITHOUT PURPOSE
    7. 7. DISREGARD FOR USERS
    8. 8. PRESENTATION TITLE GOES HERE 11
    9. 9. PRESENTATION TITLE GOES HERE 12
    10. 10. PRESENTATION TITLE GOES HERE 13 What is Strategy? Isn't that just talking? It is cultural It is long term It is good for the internet Some level of innovation
    11. 11. PRESENTATION TITLE GOES HERE 14 eBay Inc. confidential Content Summary • Content Opportunities – Lacking in product and informational pages – Amplifies SEO by providing a great users experience • Areas of Improvement – Concept: Unique Content, Reduce Duplicate Content. Internal Linking – Vertical: Placement and Page Volume – Guides: Placement and Page Volume, Correct Title, Internal Links 1 Product Content Vertical Content Buying Guides Units 100k – 1mm pages 5k – 250k 1000 – 10k Unit Cost 10 – 15/unit 20 – 25/unit 100-500/unit Total 1mm – 15mm 100k – 6.5mm 100k-5mm BU Head Count 1 unit .5 unit .5 unit PM/PD Count 1 unit Various 1 unit Testing Plan Q1 1k-5k test on high inventory PDPs Motors, Tickets and Fashion PFP Rewrite the 350 current guides (Outdated)
    12. 12. PRESENTATION TITLE GOES HERE 15 Execution, we are too slow! Clear goals Connect to Strategy Measure what is important Never be satisfied Repeat and make better
    13. 13. PRESENTATION TITLE GOES HERE 16
    14. 14. PRESENTATION TITLE GOES HERE 17
    15. 15. PRESENTATION TITLE GOES HERE 18
    16. 16. Results PRESENTATION TITLE GOES HERE 19
    17. 17. Start without SEO
    18. 18. PRESENTATION TITLE GOES HERE 22
    19. 19. Transition from Social to Search
    20. 20. Questions

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