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Enterprise & Big Business SEO<br />@tomcritchlow<br />www.distilled.net<br />
We live in the future<br />
But Enterprise SEO is Often Just Basics<br />
Turning The Flywheel<br />How To Deliver Documents<br />
Understand Existing Processes and Work on Improving Them<br />
Enterprise SEO Requires Networking:<br />Get To Know Their Whole Team<br />
Run Internal Training To Raise Awareness and Buy-in for Projects<br />
Enterprise Projects Fail To Get Signed Off If They’re Too Small. Think Big.<br />
Run Small Test Projects To Justify The Budget For The Bigger Projects.<br />http://www.flickr.com/photos/paperpariah/43014...
Metrics Are<br />Everything<br />How To Deliver Documents<br />
“<br />In a startup you are constantly under pressure and have way too many distractions. Having a set of metrics that you...
“<br />In a startupSEOyou are constantly under pressure and have way too many distractions. Having a set of metrics that y...
Define Your Own SEO Metrics:<br />On-Page SEO Score Cards Can Really Help Internal Reporting and Justification for Project...
Manage What You Measure<br />Track metrics like “pages of content produced” that you have direct control over<br />
Getting Things Done<br />How To Deliver Documents<br />
Small Site SEO<br />
Enterprise SEO<br />What’s Going On Here?<br />
Hoops To Jump Through<br />Legal, Admin, Content Creation, PR, Sign off, etcetc etc….<br />http://dilbert.com/strips/comic...
Milestones Are Metrics You Can Report on Too<br />Actual Results<br />Pre-Results<br />Content Creation<br />Research<br /...
“<br />To move the needle in a small company you need hustle. To move the needle in an enterprise business you need projec...
Information Architecture<br />How To Deliver Documents<br />
Information Architecture Crucially Important For Large Sites<br />
Navigation & Categories Should Correspond to User Behavior<br />Data like internal search queries can help drive this<br />
Pagination Is Always Bad for IA<br />
Understand Crawl Allowance<br />
Resources<br /><ul><li>http://www.distilled.net/blog/seo/case-study-determining-site-architecture-from-keyword-research/
http://www.blogstorm.co.uk/using-multiple-sitemaps-to-analyse-indexation-on-large-sites/
http://seogadget.co.uk/solving-site-architecture-issues/
http://seogadget.co.uk/wp-content/uploads/2011/02/SES-2011-Architecture-Richard-Baxter.pdf
http://www.distilled.net/blog/seo/a4uexpo-munich-data-feed-seo-advanced-information-architecture/
http://www.seomoz.org/blog/an-illustrated-guide-to-matt-cutts-comments-on-crawling-indexation
http://www.seomoz.org/blog/information-architecture-faceted-navigation-duplicate-content-oh-my
http://www.seomoz.org/blog/building-faceted-navigation-that-doesnt-suck</li></li></ul><li>Content <br />Quality & <br />Pa...
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Enterprise SEO

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My presentation from the SEOmoz #mozcation in Peru 2011.

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Transcript of "Enterprise SEO"

  1. 1. Enterprise & Big Business SEO<br />@tomcritchlow<br />www.distilled.net<br />
  2. 2. We live in the future<br />
  3. 3. But Enterprise SEO is Often Just Basics<br />
  4. 4. Turning The Flywheel<br />How To Deliver Documents<br />
  5. 5. Understand Existing Processes and Work on Improving Them<br />
  6. 6. Enterprise SEO Requires Networking:<br />Get To Know Their Whole Team<br />
  7. 7. Run Internal Training To Raise Awareness and Buy-in for Projects<br />
  8. 8. Enterprise Projects Fail To Get Signed Off If They’re Too Small. Think Big.<br />
  9. 9. Run Small Test Projects To Justify The Budget For The Bigger Projects.<br />http://www.flickr.com/photos/paperpariah/4301471586/sizes/z/in/photostream/<br />
  10. 10. Metrics Are<br />Everything<br />How To Deliver Documents<br />
  11. 11. “<br />In a startup you are constantly under pressure and have way too many distractions. Having a set of metrics that you watch & that you feel are the key drivers of your success helps keep clarity<br />Mark Suster<br />
  12. 12. “<br />In a startupSEOyou are constantly under pressure and have way too many distractions. Having a set of metrics that you watch & that you feel are the key drivers of your success helps keep clarity<br />Mark SusterTom Critchlow<br />
  13. 13. Define Your Own SEO Metrics:<br />On-Page SEO Score Cards Can Really Help Internal Reporting and Justification for Projects<br />
  14. 14. Manage What You Measure<br />Track metrics like “pages of content produced” that you have direct control over<br />
  15. 15. Getting Things Done<br />How To Deliver Documents<br />
  16. 16. Small Site SEO<br />
  17. 17. Enterprise SEO<br />What’s Going On Here?<br />
  18. 18. Hoops To Jump Through<br />Legal, Admin, Content Creation, PR, Sign off, etcetc etc….<br />http://dilbert.com/strips/comic/2006-03-06/<br />
  19. 19. Milestones Are Metrics You Can Report on Too<br />Actual Results<br />Pre-Results<br />Content Creation<br />Research<br />Legal<br />Sign Off / QA<br />Planning<br />
  20. 20. “<br />To move the needle in a small company you need hustle. To move the needle in an enterprise business you need project management<br />
  21. 21. Information Architecture<br />How To Deliver Documents<br />
  22. 22. Information Architecture Crucially Important For Large Sites<br />
  23. 23. Navigation & Categories Should Correspond to User Behavior<br />Data like internal search queries can help drive this<br />
  24. 24. Pagination Is Always Bad for IA<br />
  25. 25. Understand Crawl Allowance<br />
  26. 26. Resources<br /><ul><li>http://www.distilled.net/blog/seo/case-study-determining-site-architecture-from-keyword-research/
  27. 27. http://www.blogstorm.co.uk/using-multiple-sitemaps-to-analyse-indexation-on-large-sites/
  28. 28. http://seogadget.co.uk/solving-site-architecture-issues/
  29. 29. http://seogadget.co.uk/wp-content/uploads/2011/02/SES-2011-Architecture-Richard-Baxter.pdf
  30. 30. http://www.distilled.net/blog/seo/a4uexpo-munich-data-feed-seo-advanced-information-architecture/
  31. 31. http://www.seomoz.org/blog/an-illustrated-guide-to-matt-cutts-comments-on-crawling-indexation
  32. 32. http://www.seomoz.org/blog/information-architecture-faceted-navigation-duplicate-content-oh-my
  33. 33. http://www.seomoz.org/blog/building-faceted-navigation-that-doesnt-suck</li></li></ul><li>Content <br />Quality & <br />Panda<br />How To Deliver Documents<br />
  34. 34. “<br />It’s important for webmasters to know that low quality content on part of a site can impact a site’s ranking as a whole<br />Michael Wyszomierski – Google Employee<br />
  35. 35. Large Site SEO Task:<br />Remove Crap Pages From The Index<br />
  36. 36. VS<br />Track Page Quality in Analytics<br />
  37. 37. _gaq.push(['_setCustomVar',1,‘Reviews',‘4',3]);<br />Track Page Quality in Custom Variables<br />
  38. 38. Resources<br /><ul><li>http://www.seomoz.org/blog/how-googles-panda-update-changed-seo-best-practices-forever-whiteboard-friday
  39. 39. http://www.seomoz.org/blog/replicate-googles-panda-questionnaire-whiteboard-friday
  40. 40. http://www.distilled.net/blog/seo/googles-pandafarmer-update-what-to-do-about-it/
  41. 41. http://b2b.reevoo.com/resources/ebooks/ugc-and-seo?press
  42. 42. http://www.seomoz.org/google-algorithm-change
  43. 43. http://searchengineland.com/the-farmerpanda-update-new-information-from-google-and-the-latest-from-smx-west-67574</li></li></ul><li>Tom Critchlow<br />VP Operations NYC<br />www.distilled.net<br />tom.critchlow@distilled.net<br />@tomcritchlow<br />Fiercely curious. Passionate about learning. Email me!<br />
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