Enterprise SEO Process SES

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Enterprise SEO Process Presentation by Nagini Indugula at SES NY

Enterprise SEO Process Presentation by Nagini Indugula at SES NY

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  • 1. Enterprise SEO ProcessNagini IndugulaProduct Manager @nagini_i New York | March 19–23
  • 2. @nagini_i New York | March 19–23, 2012 | #sesny E R PRE NT IS S E E O Architecture Keywords Content Links
  • 3. @nagini_i New York | March 19–23, 2012 | #sesny E N Build a TR E S SkateP E BoardR O I S E PROCESS
  • 4. @nagini_i New York | March 19–23, 2012 | #sesny4 Wheels for your SEO SkateboardSite ArchitectureKeywords StrategyContent / LinkingMeasure and Monitor
  • 5. @nagini_i New York | March 19–23, 2012 | #sesny #1 SiteArchitecture
  • 6. @nagini_i New York | March 19–23, 2012 | #sesnyMultiple Site Architecture CONTENT LAYER Site 1 Site 2 Site 3 Jobs Jobs Results Jobs Jobs Jobs Content
  • 7. @nagini_i New York | March 19–23, 2012 | #sesnySite Architecture Home Page Featured (popular Title / All Jobs Category pages) Category All Jobs (eg: State All Jobs Job details page HealthCare (eg: Illinois Jobs) Jobs) Results Pages Category Job details Title Results City Results State Results Results Page Pages eg: CNA page eg: page eg: Illinois eg: Healthcare Jobs Chicago Jobs Jobs Jobs All Jobs Page Job details page Job details page Job details page Job details page 3/21/2012 7
  • 8. @nagini_i New York | March 19–23, 2012 | #sesnyTechnical SEO  Folder/URL Structure  Tags  Sitemaps  Navigation Structure  Internal Linking  Canonicalization  Redirection rules for page expiries
  • 9.  KEY TAKEAWAY Meet with other site owners within yourcompany.Success is never complete and never ending.
  • 10. @nagini_i New York | March 19–23, 2012 | #sesny#2 Keyword Strategy
  • 11. @nagini_i New York | March 19–23, 2012 | #sesny All Jobs Keyword Healthcare Engineering Practitioners Strategy Jobs Jobspart of our Physical Civil Therapists Engineeringtaxonomy Registered Computer Nurses Engineering
  • 12. @nagini_i New York | March 19–23, 2012 | #sesny Business Intelligence JobsDatabase Database Analyst developer Jobs jobs Staff Data Nurse warehousing Jobs Jobs DW BI Oracle LVN Jobs LPN jobsArchitect Developer Jobs Jobs ETL Registered developer Nurse Jobs Jobs Charge Vocational Nurse Nurse Jobs Jobs RN Jobs
  • 13. @nagini_i New York | March 19–23, 2012 | #sesny Site 1 Healthcare Jobs Classification & Registered NurseClient 1 Jobs Interpretation Engine Staff Nurse • Classify Charge breaks down to NurseJob title smallerDescription Job title--------------------- Description Job title: consumable--------------------- --------------------- Registered sets Job title---- --------------------- • Interpret Nurse Description Job titleRequirements ---- --------------------- Description Description Job title:------------------- Requirements --------------------- --------------------- --------------------------------------------- ------------------- interpret what Registered ---- --------------------- -------------------- Nurse-- ------------------- Requirements titles mean in Requirements ---- -- Description ------------------- Requirements ----------------------- seeker terms -------------------------- ------------------- ------------------- ----------------- -------------------- -- ------------------- Requirements -- ----------------------- -----------------
  • 14. @nagini_i New York | March 19–23, 2012 | #sesnyUncover new titles 19,000 Unique Job Postings in the last 6 Months Over 4,000 Active Resumes
  • 15.  KEY TAKEAWAY Don’t ignore your internal assets forkeyword discovery.Embrace automation for keyword discovery.
  • 16. @nagini_i New York | March 19–23, 2012 | #sesny #3 Content & Linking
  • 17. @nagini_i New York | March 19–23, 2012 | #sesny Content and LinkingLink CONTENT LAYERdevelopment Site 1 Site 2 Site 3 Jobs Jobs Category Jobs Jobs Jobs Content
  • 18. @nagini_i New York | March 19–23, 2012 | #sesnyContent Plan with Goals CONTENT GENERATION CONTENT MARKETING MEASURE & REPEAT
  • 19.  KEY TAKEAWAY Understand why you want to do content.Have definite content and marketing goals.
  • 20. @nagini_i New York | March 19–23, 2012 | #sesny #4 Monitoring
  • 21. @nagini_i New York | March 19–23, 2012 | #sesnyMonitoring Strategy Automate Tools & Metrics Monitor Goals • X% of • Crawl • Google • Work with overall Errors & Analytics your tech Search Indexation • Webmaster team to Traffic • Impressions tools automate • Y% of users & Queries • Add to your to do this • SE Traffic & routine Action Conversion
  • 22.  KEY TAKEAWAY Identify the metrics that matter to yourorganization and measure them closely.Set tangible and realistic goals.
  • 23. @nagini_i New York | March 19–23, 2012 | #sesny Keyword Content / Monitoring &Architecture Strategy Linking Tracking ROADMAP
  • 24. @nagini_i New York | March 19–23, 2012 | #sesny THANK YOUNagini IndugulaProduct ManagerCareerBuilder @nagini_i