Enterprise SEO

Enterprise & Big Business SEO
@tomcritchlow
www.distilled.net

We live in the future

But Enterprise SEO is Often Just Basics

Turning The Flywheel
How To Deliver Documents

Understand Existing Processes and Work on Improving Them

Enterprise SEO Requires Networking:
Get To Know Their Whole Team

Run Internal Training To Raise Awareness and Buy-in for Projects

Enterprise Projects Fail To Get Signed Off If They’re Too Small. Think Big.

Run Small Test Projects To Justify The Budget For The Bigger Projects.
http://www.flickr.com/photos/paperpariah/4301471586/sizes/z/in/photostream/

Metrics Are
Everything

“
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
Mark Suster

“
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
Mark SusterTom Critchlow

Define Your Own SEO Metrics:
On-Page SEO Score Cards Can Really Help Internal Reporting and Justification for Projects

Manage What You Measure
Track metrics like “pages of content produced” that you have direct control over

Getting Things Done

Small Site SEO

Enterprise SEO
What’s Going On Here?

Hoops To Jump Through
Legal, Admin, Content Creation, PR, Sign off, etcetc etc….
http://dilbert.com/strips/comic/2006-03-06/

Milestones Are Metrics You Can Report on Too
Actual Results
Pre-Results
Content Creation
Research
Legal
Sign Off / QA
Planning

“
To move the needle in a small company you need hustle. To move the needle in an enterprise business you need project management

Information Architecture

Information Architecture Crucially Important For Large Sites

Navigation & Categories Should Correspond to User Behavior
Data like internal search queries can help drive this

Pagination Is Always Bad for IA

Understand Crawl Allowance

Resources
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

Content
Quality &
Panda

“
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
Michael Wyszomierski – Google Employee

Large Site SEO Task:
Remove Crap Pages From The Index

VS
Track Page Quality in Analytics

_gaq.push(['_setCustomVar',1,‘Reviews',‘4',3]);
Track Page Quality in Custom Variables

Resources
http://www.seomoz.org/blog/how-googles-panda-update-changed-seo-best-practices-forever-whiteboard-friday
http://www.seomoz.org/blog/replicate-googles-panda-questionnaire-whiteboard-friday
http://www.distilled.net/blog/seo/googles-pandafarmer-update-what-to-do-about-it/
http://b2b.reevoo.com/resources/ebooks/ugc-and-seo?press
http://www.seomoz.org/google-algorithm-change
http://searchengineland.com/the-farmerpanda-update-new-information-from-google-and-the-latest-from-smx-west-67574

Tom Critchlow
VP Operations NYC
www.distilled.net
tom.critchlow@distilled.net
@tomcritchlow
Fiercely curious. Passionate about learning. Email me!

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Enterprise SEO

by Tom Critchlow

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