CONFAB2012 - SEO at Large Organizations

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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.

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CONFAB2012 - SEO at Large Organizations

  1. 1. SEO  is  Easy…  Right?  
  2. 2. All  You  Need  to  Do  …   + Be  more  findable   + Be  more  relevant   + Be  more  authoritative   _____________________   =  Attract  a  bigger,  qualified  audience    
  3. 3. Even  if  you  know  where  to  go    …  Getting  there  may  not  be  straightforward  
  4. 4. Hint:  Great  content  is  not  enough  
  5. 5. 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  
  6. 6. Moving  Toward  the  Same  Goal  
  7. 7. Find  the  Right  Motivation  
  8. 8. Search  Traffic  Matters!  
  9. 9. Quality  Matters  
  10. 10. Visibility  Matters   Source:  Enquiro.com  
  11. 11. 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  
  12. 12. Educate  and  Hand-­‐Off  
  13. 13. Building  a  “virtual  team”  •  Focus  on  a  consistent  message  •  Repeat  as  necessary  •  Find  your  allies  •  Empower  everyone  to  “think  like  an  SEO”  •  Communicate  the  success  stories  
  14. 14. Focus  on  Things  That  Scale  
  15. 15. Outcome:  Steady,  Cumulative  Traffic  Growth   4,000,000   3,500,000   3,000,000   2,500,000   2,000,000   2010   1,500,000   2011   1,000,000   500,000   0   Q1   Q2     Q3     Q4     Organic  search  traffic  to  the  national  video  portal  
  16. 16. Ranking  Factors   Source:  Search  Engine  Land  
  17. 17. What  it  means  to     + Be  more  relevant   + Be  more  authoritative   + Be  more  findable     …  in  the  eyes  of  GOOGLE  
  18. 18. Be  More  Relevant   We  need  to  make  sure  that  search   engines  understand  why  our  content   should  be  shown  for  specific  queries.     We  need  to  understand  what  queries  are   relevant  to  our  content.    
  19. 19. Relevance  
  20. 20. Don’t  just  guess  what  people  are  searching  for    
  21. 21. Google  AdWords  Keyword  Tool  
  22. 22. Prioritize  Your  Keyword  Targets  
  23. 23. Map  Keywords  To  Content  •  What’s  the  keyword  focus  of  this  piece  of  content?  •  What  page  is  the  best  target  to  rank  for  this  keyword?  
  24. 24. Be  More  Authoritative   We  need  to  show  that  our  pages  deserve   a  high  level  of  trust.    
  25. 25.  Respect  my  Authority!  
  26. 26. SEO  Authority   Improve  quantitative  signals  that  your  page   and  site  are  authoritative  on  a  topic   •  Relevant  Inbound  links   •  Brand  and  reputation   •  Social  media  shares    
  27. 27. Be  More  Findable   We  need  to  make  it  easy  for  search   engines  to  find  (and  understand)  our   content  
  28. 28. 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?    
  29. 29. Google  Webmaster  Tools  
  30. 30. 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.  
  31. 31. We  Have  the  Same  Goals…   + Be  more  findable   + Be  more  relevant   + Be  more  authoritative   _____________________   =  Attract  a  bigger,  qualified  audience    
  32. 32. SEO  and  Content  Strategy   Are  Best  Friends  
  33. 33. Melanie Phungmmphung@pbs.org@melaniephung  

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