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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 Enterprise SEO Presentation Transcript

    • 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
      How To Deliver Documents

    • 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
      How To Deliver Documents
    • 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
      How To Deliver Documents
    • 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
      How To Deliver Documents

    • 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!