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Enterprise SEO ProcessNagini IndugulaProduct Manager    @nagini_i                         New York | March 19–23
@nagini_i      New York | March 19–23, 2012 | #sesny       E R PRE NT               IS S                     E E          ...
@nagini_i   New York | March 19–23, 2012 | #sesny  E  N                    Build a   TR  E        S               SkateP  ...
@nagini_i   New York | March 19–23, 2012 | #sesny4 Wheels for your SEO SkateboardSite ArchitectureKeywords StrategyCont...
@nagini_i   New York | March 19–23, 2012 | #sesny  #1 SiteArchitecture
@nagini_i       New York | March 19–23, 2012 | #sesnyMultiple Site Architecture                    CONTENT LAYER         S...
@nagini_i                 New York | March 19–23, 2012 | #sesnySite Architecture                                          ...
@nagini_i   New York | March 19–23, 2012 | #sesnyTechnical SEO    Folder/URL Structure    Tags    Sitemaps    Navigati...
 KEY TAKEAWAY Meet with other site owners within yourcompany.Success is never complete and never ending.
@nagini_i   New York | March 19–23, 2012 | #sesny#2 Keyword Strategy
@nagini_i            New York | March 19–23, 2012 | #sesny                                All Jobs Keyword            Heal...
@nagini_i         New York | March 19–23, 2012 | #sesny              Business             Intelligence                 Job...
@nagini_i   New York | March 19–23, 2012 | #sesny                                                                       Si...
@nagini_i   New York | March 19–23, 2012 | #sesnyUncover new titles 19,000 Unique Job Postings in the last 6 Months Over 4...
 KEY TAKEAWAY Don’t ignore your internal assets forkeyword discovery.Embrace automation for keyword discovery.
@nagini_i   New York | March 19–23, 2012 | #sesny #3 Content  & Linking
@nagini_i       New York | March 19–23, 2012 | #sesny Content and LinkingLink                      CONTENT LAYERdevelopmen...
@nagini_i      New York | March 19–23, 2012 | #sesnyContent Plan with Goals      CONTENT     GENERATION                   ...
 KEY TAKEAWAY Understand why you want to do content.Have definite content and marketing goals.
@nagini_i   New York | March 19–23, 2012 | #sesny           #4        Monitoring
@nagini_i       New York | March 19–23, 2012 | #sesnyMonitoring Strategy                                                  ...
 KEY TAKEAWAY Identify the metrics that matter to yourorganization and measure them closely.Set tangible and realist...
@nagini_i            New York | March 19–23, 2012 | #sesny               Keyword    Content /       Monitoring &Architectu...
@nagini_i   New York | March 19–23, 2012 | #sesny             THANK YOUNagini IndugulaProduct ManagerCareerBuilder   @nagi...
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Enterprise SEO Process SES

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Enterprise SEO Process Presentation by Nagini Indugula at SES NY

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Transcript of "Enterprise SEO Process SES"

  1. 1. Enterprise SEO ProcessNagini IndugulaProduct Manager @nagini_i New York | March 19–23
  2. 2. @nagini_i New York | March 19–23, 2012 | #sesny E R PRE NT IS S E E O Architecture Keywords Content Links
  3. 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. 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. 5. @nagini_i New York | March 19–23, 2012 | #sesny #1 SiteArchitecture
  6. 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. 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. 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. 9.  KEY TAKEAWAY Meet with other site owners within yourcompany.Success is never complete and never ending.
  10. 10. @nagini_i New York | March 19–23, 2012 | #sesny#2 Keyword Strategy
  11. 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. 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. 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. 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. 15.  KEY TAKEAWAY Don’t ignore your internal assets forkeyword discovery.Embrace automation for keyword discovery.
  16. 16. @nagini_i New York | March 19–23, 2012 | #sesny #3 Content & Linking
  17. 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. 18. @nagini_i New York | March 19–23, 2012 | #sesnyContent Plan with Goals CONTENT GENERATION CONTENT MARKETING MEASURE & REPEAT
  19. 19.  KEY TAKEAWAY Understand why you want to do content.Have definite content and marketing goals.
  20. 20. @nagini_i New York | March 19–23, 2012 | #sesny #4 Monitoring
  21. 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. 22.  KEY TAKEAWAY Identify the metrics that matter to yourorganization and measure them closely.Set tangible and realistic goals.
  23. 23. @nagini_i New York | March 19–23, 2012 | #sesny Keyword Content / Monitoring &Architecture Strategy Linking Tracking ROADMAP
  24. 24. @nagini_i New York | March 19–23, 2012 | #sesny THANK YOUNagini IndugulaProduct ManagerCareerBuilder @nagini_i
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