Melanie Phung's SEO presentation from #confab12. Using PBS as a case study, this deck outlines a plan for getting SEO done inside a large, decentralized organization even if you don't have a large team or budget.
Challenges at the Enterprise Level • Structure – highly distributed • Understanding and speaking to diﬀering goals • Publishing workﬂows: – Multiple editorial teams – Many diﬀerent CMSs – Unique content and IA approaches to suit divergent needs • Varying levels of expertise and staﬃng
Motivation: Making it Matter • Google is still the top driver of traﬃc to content-‐rich sites • SEO helps you reach new audiences when they are looking for content • Organic traﬃc is high-‐quality traﬃc • Strong SEO-‐based traﬃc is self-‐sustaining
SEO Authority Improve quantitative signals that your page and site are authoritative on a topic • Relevant Inbound links • Brand and reputation • Social media shares
Be More Findable We need to make it easy for search engines to ﬁnd (and understand) our content
What does your content look like to a machine? • Is text accessible/readable? • Does your code use proper semantic markup? • What microformats could you be using? • Does your IA and labeling properly reﬂect content themes and priorities? • Is the CMS conﬁgured to avoid duplicate content? • Is content properly exposed (or hidden) • Are your XML feeds, server responses and robots declarations in order?
Build Your SEO Toolkit: The Essentials • Keyword Research Tool • Content Mapping Spreadsheet • Backlink Research Tool • Analytics Package • Google Webmaster Tools Image by grendelkhan. Used under CC.
We Have the Same Goals… + Be more ﬁndable + Be more relevant + Be more authoritative _____________________ = Attract a bigger, qualiﬁed audience