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discover_techniques_used_by-marshall_d_simmonds.ppt

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  • 1. Enterprise-Level SEO Techniques Marshall Simmonds CEO and Co-Founder, Define Search Strategies Chief Search Strategist, The New York Times Company
  • 2. And other NYTCo properties and acquisitions
  • 3. TV
  • 4. SEO Best Practices Friendly URLs XML Sitemap META Description Tags META Keyword Tags H1 Tags H2 Tags Bold / Strong Tags Graphics Alt Text JavaScript Internal Linking Keyword Rich Content Keyword Research Captions External Linking Blog Optimization Headlines Duplicate Content URL Parameters Apache Re-writes PageRank Link Popularity Navigation Keyword Density Keyword Ranking Metrics Syndication NoIndex Tags NoFollow Tags Robots.txt File
  • 5. Managing Expectations
    • Establish Knowledge / Expertise / Success
    • Understand the Topic / Department / Division
    • Ask/Answer Questions ‘They’ Should Ask
    • Explain Experiences with Metrics and Dollars
    • Be Ready to Support the Plan and for Pushback
    • Find Quick Wins/Leverage Relationships /Buy-in
  • 6. Life Cycle
    • Site Architecture
    • CMS
    • Re/Design
    • Templates
    • Crawlabilty
    • Marketing
    • Ranking
    • Link Dev
    • Social Media
    • Editorial
    • Education
    • SEO
    • Research
  • 7. New York Times
    • Template optimization
    • Pull down registration walls
    • Expose archives
    • Monthly network-wide communication
    • SEO Basics
    • NYT Search Growth >223% vs 2006
  • 8. Hearst Digital Media
    • Audits and reassessments
    • Actionable checklists to push SEO progress
    • Technical troubleshooting
    • Teaching workshops for writers, editors (print and online), producers, and project managers
    • Engaged in aggressive social media campaign
    • 2+ year relationship
      • Cosmopolitan.com 100% YOY growth in search ref.
      • Esquire.com 150% YOY growth in search ref.
  • 9. ToysRUs/BabiesRUs
    • Removal of crawl barriers
    • Training site producers on matching product descriptions to what searchers are looking for
    • Giving appropriate people control of key on-page elements
    • Understanding seasonal traffic and how to take advantage of it
      • Holiday specials, promoting events such as the Big Toy Book, creating permanent content that is ready to go for xmas
    • TRU >50% YOY growth in search referrals
  • 10. TVGuide
    • CMS optimization
    • Syndication strategy consulting
    • Search sustainability assessments for acquisition targets
    • Ongoing education for writers, editors
    • High level education sessions for senior management
    • 2+ year relationship
      • YOY growth of >100%
  • 11. Marketing (and SEO)
  • 12. Time Inc Interactive
    • Empower and evangelize
    • Custom CMS
    • Control to right people
    • Build company wide awareness
    • Getting all departments thinking about search
    • Exposing much more of their content to the engines
    • XML site maps
    • Time.com – up 28% YOY
    • People.com – up 62% YOY
    • EW.com – up 116% YOY
  • 13. Mistakes to Avoid
    • Walling off content
    • Under communicating success
    • Not checking in with IT / Production / Design / Ad Sales
    • META Keywords tag
    • Implementing the changes
    • Excessive expectations: timeframes, growth
    • Lack of editorial oversight
    • Underestimating raising awareness around search
  • 14. What we know – 2008 edition
    • Search “Life Cycle” is always changing within a company
    • Your Search/Promotion strategy *will* be messed with - plan for it
    • Careful tracking is your best ally
  • 15.  
  • 16. Thank You
    • Marshall Simmonds
    • CEO and Co-Founder, Define Search Strategies
    • www.DefineSS.com
    • Chief Search Strategist, The New York Times Company
    • [email_address]
    • mdsimmonds

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