SEO for large sites<br />@tomcritchlow<br />www.distilled.net<br />
Tom Critchlow<br />VP Operations NYC<br />www.distilled.net<br />tom.critchlow@distilled.net<br />@tomcritchlow<br />Fierc...
slideshare.net/tomcritchlow/<br />
SEO in 2011<br />How To Deliver Documents<br />
SEO Is Technically Challenging<br />
We live in the future<br />
But Let’s Get The Basics Right First<br />
Measure Everything<br />How To Deliver Documents<br />
“<br />In a startup you are constantly under pressure and have way too many distractions. Having a set of metrics that you...
“<br />In a startupSEOyou are constantly under pressure and have way too many distractions. Having a set of metrics that y...
Audit Your Analytics Setup<br />
Measure Leading Indicators<br />
Manage What You Measure<br />Monitoring things that you have direct control over, such as number of new pages published, c...
Resources<br /><ul><li>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</li></li></ul><li>Information Architecture<br />How To Deliver D...
Information Architecture Crucially Important For Large Sites<br />
Navigation & Categories Should Correspond to User Behaviour<br />
Pagination Is Always Bad for IA<br />
Understand Crawl Allowance<br />
Faceted Navigation Is Tricksy<br />
Use Semantic XML Sitemaps for Indexation Intelligence<br />
Resources<br /><ul><li>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</li></li></ul><li>User Generated Content<br />How ...
http://dis.tl/benefits-ugc<br />
Think of UGC as a valuable finite resource<br />http://www.flickr.com/photos/donsolo/2243154949/<br />
Panda<br />How To Deliver Documents<br />
Page Quality Is Important<br />
Page Quality Is Not Binary<br />
How To Deliver Documents<br />http://dis.tl/panda-questions<br />
“<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 w...
http://www.flickr.com/photos/ggunson/21535407/sizes/z/in/photostream/<br />Lazy Pages Really Hurt You<br />
Large Site SEO Task:<br />Remove Crap Pages From The Index<br />
VS<br />Track Page Quality in Custom Variables<br />
_gaq.push(['_setCustomVar',1,‘Reviews',‘4',3]);<br />Track Page Quality in Custom Variables<br />
Resources<br /><ul><li>http://www.seomoz.org/blog/how-googles-panda-update-changed-seo-best-practices-forever-whiteboard-f...
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</li></li...
Understand Keyword Themes & Categories<br />
Provide Guidance In Your CMS<br />
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SEO for large sites

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

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SEO for large sites

  1. 1. SEO for large sites<br />@tomcritchlow<br />www.distilled.net<br />
  2. 2. 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 />
  3. 3. slideshare.net/tomcritchlow/<br />
  4. 4. SEO in 2011<br />How To Deliver Documents<br />
  5. 5. SEO Is Technically Challenging<br />
  6. 6.
  7. 7. We live in the future<br />
  8. 8. But Let’s Get The Basics Right First<br />
  9. 9. Measure Everything<br />How To Deliver Documents<br />
  10. 10. “<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 />
  11. 11. “<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 />
  12. 12. Audit Your Analytics Setup<br />
  13. 13. Measure Leading Indicators<br />
  14. 14. Manage What You Measure<br />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.<br />
  15. 15. Resources<br /><ul><li>http://www.slideshare.net/a4uexpo/advanced-analytics-for-affiliates-tom-critchlow
  16. 16. http://code.google.com/apis/analytics/docs/tracking/gaTrackingCustomVariables.html
  17. 17. http://www.seomoz.org/blog/5-quick-google-analytics-hacks</li></li></ul><li>Information Architecture<br />How To Deliver Documents<br />
  18. 18. Information Architecture Crucially Important For Large Sites<br />
  19. 19. Navigation & Categories Should Correspond to User Behaviour<br />
  20. 20. Pagination Is Always Bad for IA<br />
  21. 21. Understand Crawl Allowance<br />
  22. 22. Faceted Navigation Is Tricksy<br />
  23. 23. Use Semantic XML Sitemaps for Indexation Intelligence<br />
  24. 24. Resources<br /><ul><li>http://www.distilled.net/blog/seo/case-study-determining-site-architecture-from-keyword-research/
  25. 25. http://www.blogstorm.co.uk/using-multiple-sitemaps-to-analyse-indexation-on-large-sites/
  26. 26. http://seogadget.co.uk/solving-site-architecture-issues/
  27. 27. http://seogadget.co.uk/wp-content/uploads/2011/02/SES-2011-Architecture-Richard-Baxter.pdf
  28. 28. http://www.distilled.net/blog/seo/a4uexpo-munich-data-feed-seo-advanced-information-architecture/
  29. 29. http://www.seomoz.org/blog/an-illustrated-guide-to-matt-cutts-comments-on-crawling-indexation
  30. 30. http://www.seomoz.org/blog/information-architecture-faceted-navigation-duplicate-content-oh-my
  31. 31. http://www.seomoz.org/blog/building-faceted-navigation-that-doesnt-suck</li></li></ul><li>User Generated Content<br />How To Deliver Documents<br />
  32. 32. http://dis.tl/benefits-ugc<br />
  33. 33. Think of UGC as a valuable finite resource<br />http://www.flickr.com/photos/donsolo/2243154949/<br />
  34. 34. Panda<br />How To Deliver Documents<br />
  35. 35. Page Quality Is Important<br />
  36. 36. Page Quality Is Not Binary<br />
  37. 37. How To Deliver Documents<br />http://dis.tl/panda-questions<br />
  38. 38. “<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 />
  39. 39. http://www.flickr.com/photos/ggunson/21535407/sizes/z/in/photostream/<br />Lazy Pages Really Hurt You<br />
  40. 40. Large Site SEO Task:<br />Remove Crap Pages From The Index<br />
  41. 41. VS<br />Track Page Quality in Custom Variables<br />
  42. 42. _gaq.push(['_setCustomVar',1,‘Reviews',‘4',3]);<br />Track Page Quality in Custom Variables<br />
  43. 43. Resources<br /><ul><li>http://www.seomoz.org/blog/how-googles-panda-update-changed-seo-best-practices-forever-whiteboard-friday
  44. 44. http://www.seomoz.org/blog/replicate-googles-panda-questionnaire-whiteboard-friday
  45. 45. http://www.distilled.net/blog/seo/googles-pandafarmer-update-what-to-do-about-it/
  46. 46. http://b2b.reevoo.com/resources/ebooks/ugc-and-seo?press
  47. 47. http://www.seomoz.org/google-algorithm-change
  48. 48. http://searchengineland.com/the-farmerpanda-update-new-information-from-google-and-the-latest-from-smx-west-67574</li></li></ul><li>Keyword Research<br />How To Deliver Documents<br />
  49. 49. Understand Keyword Themes & Categories<br />
  50. 50. Provide Guidance In Your CMS<br />
  51. 51. Clean & QA Your Data<br />
  52. 52. Resources<br /><ul><li>http://strategizer.wordtracker.com/
  53. 53. http://www.slideshare.net/richardbaxterseo/automating-and-scaling-keyword-research
  54. 54. http://www.wordtracker.com/academy/long-tail-keyword-research
  55. 55. http://www.seomoz.org/blog/keyword-research-using-categories</li></li></ul><li>Link Building<br />How To Deliver Documents<br />
  56. 56. Widgets<br />
  57. 57. Truly Awesome Content<br />
  58. 58. Repeatable Processes<br />
  59. 59. Leveraging Partnerships<br />
  60. 60. Content in Scale + Zemanta<br />
  61. 61. Resources<br /><ul><li>http://www.seomoz.org/blog/negotiating-partnerships-for-scaleable-linkbuilding
  62. 62. http://www.seomoz.org/blog/scaling-link-building-whiteboard-friday
  63. 63. http://www.oyster.com/hotels/photo-fakeouts/
  64. 64. http://www.pitchup.com/
  65. 65. http://www.trulia.com/crime/
  66. 66. http://www.zemanta.com/outreach/</li></li></ul><li>www.distilled.net/events/<br />
  67. 67. 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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