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Enterprise SEO
Enterprise SEO
Enterprise SEO
Enterprise SEO
Enterprise SEO
Enterprise SEO
Enterprise SEO
Enterprise SEO
Enterprise SEO
Enterprise SEO
Enterprise SEO
Enterprise SEO
Enterprise SEO
Enterprise SEO
Enterprise SEO
Enterprise SEO
Enterprise SEO
Enterprise SEO
Enterprise SEO
Enterprise SEO
Enterprise SEO
Enterprise SEO
Enterprise SEO
Enterprise SEO
Enterprise SEO
Enterprise SEO
Enterprise SEO
Enterprise SEO
Enterprise SEO
Enterprise SEO
Enterprise SEO
Enterprise SEO
Enterprise SEO
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Enterprise SEO

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My presentation from the SEOmoz #mozcation in Peru 2011.

My presentation from the SEOmoz #mozcation in Peru 2011.

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  • 1. Enterprise & Big Business SEO<br />@tomcritchlow<br />www.distilled.net<br />
  • 2. We live in the future<br />
  • 3. But Enterprise SEO is Often Just Basics<br />
  • 4. Turning The Flywheel<br />How To Deliver Documents<br />
  • 5. Understand Existing Processes and Work on Improving Them<br />
  • 6. Enterprise SEO Requires Networking:<br />Get To Know Their Whole Team<br />
  • 7. Run Internal Training To Raise Awareness and Buy-in for Projects<br />
  • 8. Enterprise Projects Fail To Get Signed Off If They’re Too Small. Think Big.<br />
  • 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. Metrics Are<br />Everything<br />How To Deliver Documents<br />
  • 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. “<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. Define Your Own SEO Metrics:<br />On-Page SEO Score Cards Can Really Help Internal Reporting and Justification for Projects<br />
  • 14. Manage What You Measure<br />Track metrics like “pages of content produced” that you have direct control over<br />
  • 15. Getting Things Done<br />How To Deliver Documents<br />
  • 16. Small Site SEO<br />
  • 17. Enterprise SEO<br />What’s Going On Here?<br />
  • 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. 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. “<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. Information Architecture<br />How To Deliver Documents<br />
  • 22. Information Architecture Crucially Important For Large Sites<br />
  • 23. Navigation & Categories Should Correspond to User Behavior<br />Data like internal search queries can help drive this<br />
  • 24. Pagination Is Always Bad for IA<br />
  • 25. Understand Crawl Allowance<br />
  • 26. Resources<br /><ul><li>http://www.distilled.net/blog/seo/case-study-determining-site-architecture-from-keyword-research/
  • 27. http://www.blogstorm.co.uk/using-multiple-sitemaps-to-analyse-indexation-on-large-sites/
  • 28. http://seogadget.co.uk/solving-site-architecture-issues/
  • 29. http://seogadget.co.uk/wp-content/uploads/2011/02/SES-2011-Architecture-Richard-Baxter.pdf
  • 30. http://www.distilled.net/blog/seo/a4uexpo-munich-data-feed-seo-advanced-information-architecture/
  • 31. http://www.seomoz.org/blog/an-illustrated-guide-to-matt-cutts-comments-on-crawling-indexation
  • 32. http://www.seomoz.org/blog/information-architecture-faceted-navigation-duplicate-content-oh-my
  • 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. “<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. Large Site SEO Task:<br />Remove Crap Pages From The Index<br />
  • 36. VS<br />Track Page Quality in Analytics<br />
  • 37. _gaq.push(['_setCustomVar',1,‘Reviews',‘4',3]);<br />Track Page Quality in Custom Variables<br />
  • 38. Resources<br /><ul><li>http://www.seomoz.org/blog/how-googles-panda-update-changed-seo-best-practices-forever-whiteboard-friday
  • 39. http://www.seomoz.org/blog/replicate-googles-panda-questionnaire-whiteboard-friday
  • 40. http://www.distilled.net/blog/seo/googles-pandafarmer-update-what-to-do-about-it/
  • 41. http://b2b.reevoo.com/resources/ebooks/ugc-and-seo?press
  • 42. http://www.seomoz.org/google-algorithm-change
  • 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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