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SEO for large sites

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My presentation on SEO for large sites at Affiliate Summit East 2011

My presentation on SEO for large sites at Affiliate Summit East 2011

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    SEO for large sites SEO for large sites Presentation Transcript

    • SEO for large sites
      @tomcritchlow
      www.distilled.net
    • Tom Critchlow
      VP Operations NYC
      www.distilled.net
      tom.critchlow@distilled.net
      @tomcritchlow
      Fiercely curious. Passionate about learning. Email me!
    • slideshare.net/tomcritchlow/
    • SEO in 2011
      How To Deliver Documents
    • SEO Is Technically Challenging
    • We live in the future
    • But Let’s Get The Basics Right First
    • Measure 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
    • Audit Your Analytics Setup
    • Measure Leading Indicators
    • Manage What You Measure
      Monitoring things that you have direct control over, such as number of new pages published, can really help you figure out what’s working and what’s not.
    • Resources
      • http://www.slideshare.net/a4uexpo/advanced-analytics-for-affiliates-tom-critchlow
      • http://code.google.com/apis/analytics/docs/tracking/gaTrackingCustomVariables.html
      • http://www.seomoz.org/blog/5-quick-google-analytics-hacks
    • Information Architecture
      How To Deliver Documents
    • Information Architecture Crucially Important For Large Sites
    • Navigation & Categories Should Correspond to User Behaviour
    • Pagination Is Always Bad for IA
    • Understand Crawl Allowance
    • Faceted Navigation Is Tricksy
    • Use Semantic XML Sitemaps for Indexation Intelligence
    • 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
    • User Generated Content
      How To Deliver Documents
    • http://dis.tl/benefits-ugc
    • Think of UGC as a valuable finite resource
      http://www.flickr.com/photos/donsolo/2243154949/
    • Panda
      How To Deliver Documents
    • Page Quality Is Important
    • Page Quality Is Not Binary
    • How To Deliver Documents
      http://dis.tl/panda-questions

    • 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
    • http://www.flickr.com/photos/ggunson/21535407/sizes/z/in/photostream/
      Lazy Pages Really Hurt You
    • Large Site SEO Task:
      Remove Crap Pages From The Index
    • VS
      Track Page Quality in Custom Variables
    • _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
    • Keyword Research
      How To Deliver Documents
    • Understand Keyword Themes & Categories
    • Provide Guidance In Your CMS
    • Clean & QA Your Data
    • Resources
      • http://strategizer.wordtracker.com/
      • http://www.slideshare.net/richardbaxterseo/automating-and-scaling-keyword-research
      • http://www.wordtracker.com/academy/long-tail-keyword-research
      • http://www.seomoz.org/blog/keyword-research-using-categories
    • Link Building
      How To Deliver Documents
    • Widgets
    • Truly Awesome Content
    • Repeatable Processes
    • Leveraging Partnerships
    • Content in Scale + Zemanta
    • Resources
      • http://www.seomoz.org/blog/negotiating-partnerships-for-scaleable-linkbuilding
      • http://www.seomoz.org/blog/scaling-link-building-whiteboard-friday
      • http://www.oyster.com/hotels/photo-fakeouts/
      • http://www.pitchup.com/
      • http://www.trulia.com/crime/
      • http://www.zemanta.com/outreach/
    • www.distilled.net/events/
    • Tom Critchlow
      VP Operations NYC
      www.distilled.net
      tom.critchlow@distilled.net
      @tomcritchlow
      Fiercely curious. Passionate about learning. Email me!