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SEO & Large websites - Search University 2012

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A presentation I gave @ Search University 2012. Rock solid tips & takeaways on how to improve your overall SEO strategy for large websites. …

A presentation I gave @ Search University 2012. Rock solid tips & takeaways on how to improve your overall SEO strategy for large websites.

Topics covered, such as:
- SIte architecture
- Internal linking
- Microformats
- XML sitemaps
- Site speed





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Transcript

  • 1. 1
  • 2. SEO & large websites Sven De Meyere 10h20 – 10h40
  • 3. SEO & large websitesAbout me...
  • 4. 4
  • 5. Over there... 5
  • 6. SEO & large websitesIntroduction...
  • 7. Why this topic?‣ Been there, done that‣ Lot’s of misconceptions‣ Large is the new ‘normal’
  • 8. Topics‣ Key factors & quickwins‣ Optimize the workflow‣ Which tools to use‣ How to measure‣ 8 rock solid takeways
  • 9. SEO & large websitesKey factors & quickwins...
  • 10. Site architecture & internal linking Image source: https://seogadget.co.uk/solving-site-architecture-issues/
  • 11. Site architecture & internal linking Image source: https://seogadget.co.uk/solving-site-architecture-issues/
  • 12. Site architecture & internal linking Image source: https://seogadget.co.uk/solving-site-architecture-issues/
  • 13. Site architecture & internal linking‣ Horizontal & vertical linking‣ Navigation‣ Breadcrumbs‣ Footer links‣ Header logo‣ Impact increases with number of pages
  • 14. Smart use of XML sitemaps‣ Standard XML sitemaps = band-aid solution‣ Site architecture > Sitemaps‣ Index sitemaps‣ Image sitemaps‣ Video sitemaps‣ News sitemaps
  • 15. Smart use of XML sitemaps
  • 16. Index XML sitemaps<?xml version="1.0" encoding="UTF-8"?><sitemapindex xmlns="http://www.sitemaps.org/schemas/sitemap/0.9"><sitemap> <loc>http://www.example.com/sitemap1.xml.gz</loc> <lastmod>2004-10-01T18:23:17+00:00</lastmod></sitemap><sitemap> <loc>http://www.example.com/sitemap2.xml.gz</loc> <lastmod>2005-01-01</lastmod></sitemap></sitemapindex>
  • 17. Microformats Resource to check: http://schema.org
  • 18. Microformats‣ Improvement in CTR‣ Small (development) cost‣ Template -> scalable impact‣ Semantic data markup Resource to check: http://schema.org
  • 19. Microformats Resource to check: http://schema.org
  • 20. Site speed‣ Crawl rate & indexation‣ Server costs‣ User experience‣ Amazon research: 0,1s loading time = -1% sales
  • 21. SEO & large websitesLet’s get to work...
  • 22. If you don’t know where you’re going, any road willtake you there..
  • 23. Get the basics rightGet the basics right Image source: http://www.seomoz.org/blog/whiteboard-friday-the-seo-fundamentals-pyramid
  • 24. First you automate...‣ Use the power of templates‣ <title> template‣ Meta description template‣ <h1> template
  • 25. First you automate...<title>$productname - Buy now, only $price! | $brandname</title><meta name="description" content="Looking for $productname? Available in ourwebshop at $price. Fast delivery and money back guarantee."><h1>$productname</h1>
  • 26. Then you analyze...‣ Top organic landing pages‣ Top converting pages
  • 27. Then you digg for gold...‣ Manual re-optimization of key pages‣ More specific <title>’s (longtails?)‣ More specific meta descriptions (advantage?)
  • 28. Get everyone on board‣ Everyone can help (PR / HR / Marcom / ...)‣ People like to be involved‣ Provide training‣ Share data
  • 29. Some competition, maybe?‣ Get inhouse people to write content / blogposts‣ Track author through custom vars in GA‣ _setCustomVar(1, Author, Sven De Meyere)‣ Declare winner each month:‣ Most organic visits / leads / sales / revenue
  • 30. SEO & large websitesThe large website SEO toolkit
  • 31. Large website SEO toolsetOn-site & off-site monitoring• Google Webmaster Tools• Bing Webmaster Tools (seriously!)• SeoMoz campaignsRankings• WebceoLink analysis• MajesticSEO• Open Site Explorer
  • 32. Use the available API’s• SeoMoz link metrics• MajesticSEO• Webceo online
  • 33. And build your own tools
  • 34. SEO & large websitesMeasuring your failure success...
  • 35. Different sets of metrics• Business metrics• SEO metrics• Link metrics
  • 36. Business metrics• Organic (non) branded revenue!!!• ROI
  • 37. SEO metrics• (non) Branded keyword rankings• # organic (non) branded conversions• # organic (non) branded visits• # unique organic landing pages• Top X organic (non) branded landing pages• # unique organic keywords• Top X organic (non) branded keywords
  • 38. Link metrics• On domain level • On page level • Domain authority • Page authority • # external links • # external links • # referring root domains • # external referring root domains • % follow vs nofollowed links • % follow vs nofollowed links • % anchor text VS branded links • % anchor text VS branded links • # internal links
  • 39. Benchmark your progress• Short term • Compare with previous month • Careful: trends & seasonality?• Long term • Compare with same month last year • Careful: changes on-site or in Analytics config?
  • 40. SEO & large websites8 rock solid takeaways...
  • 41. 8 key takeaways...1. Horizontal & vertical internal linking2. Use index XML sitemaps to discover weak spots3. Microformats: boost your organic CTR4. First things first: get the basics right5. Automate when possible, adjust when necessary6. Get everyone on board7. API’s: use them!8. Larger websites -> different metrics for success
  • 42. Thank you.And now, coffee please...!sven@wijs.betwitter.com/demeyeresven

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