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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Enterprise SEO Presentation Transcript

  • 1. Enterprise & Big Business SEO
    @tomcritchlow
    www.distilled.net
  • 2. We live in the future
  • 3. But Enterprise SEO is Often Just Basics
  • 4. Turning The Flywheel
    How To Deliver Documents
  • 5. Understand Existing Processes and Work on Improving Them
  • 6. Enterprise SEO Requires Networking:
    Get To Know Their Whole Team
  • 7. Run Internal Training To Raise Awareness and Buy-in for Projects
  • 8. Enterprise Projects Fail To Get Signed Off If They’re Too Small. Think Big.
  • 9. Run Small Test Projects To Justify The Budget For The Bigger Projects.
    http://www.flickr.com/photos/paperpariah/4301471586/sizes/z/in/photostream/
  • 10. Metrics Are
    Everything
    How To Deliver Documents
  • 11. “
    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
  • 12. “
    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
  • 13. Define Your Own SEO Metrics:
    On-Page SEO Score Cards Can Really Help Internal Reporting and Justification for Projects
  • 14. Manage What You Measure
    Track metrics like “pages of content produced” that you have direct control over
  • 15. Getting Things Done
    How To Deliver Documents
  • 16. Small Site SEO
  • 17. Enterprise SEO
    What’s Going On Here?
  • 18. Hoops To Jump Through
    Legal, Admin, Content Creation, PR, Sign off, etcetc etc….
    http://dilbert.com/strips/comic/2006-03-06/
  • 19. Milestones Are Metrics You Can Report on Too
    Actual Results
    Pre-Results
    Content Creation
    Research
    Legal
    Sign Off / QA
    Planning
  • 20. “
    To move the needle in a small company you need hustle. To move the needle in an enterprise business you need project management
  • 21. Information Architecture
    How To Deliver Documents
  • 22. Information Architecture Crucially Important For Large Sites
  • 23. Navigation & Categories Should Correspond to User Behavior
    Data like internal search queries can help drive this
  • 24. Pagination Is Always Bad for IA
  • 25. Understand Crawl Allowance
  • 26. Resources
    • 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
  • Content
    Quality &
    Panda
    How To Deliver Documents
  • 34. “
    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
  • 35. Large Site SEO Task:
    Remove Crap Pages From The Index
  • 36. VS
    Track Page Quality in Analytics
  • 37. _gaq.push(['_setCustomVar',1,‘Reviews',‘4',3]);
    Track Page Quality in Custom Variables
  • 38. Resources
    • 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
  • Tom Critchlow
    VP Operations NYC
    www.distilled.net
    tom.critchlow@distilled.net
    @tomcritchlow
    Fiercely curious. Passionate about learning. Email me!