discover_techniques_used_by-marshall_d_simmonds.ppt

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discover_techniques_used_by-marshall_d_simmonds.ppt

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

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