Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Scaling SEO Across Large Enterprise Ecosystems


Published on

Presented at SMX West in San Jose, California on Wednesday, March 14, 2018, "The Art and Science of Wrangling Chaos into Order: Scaling SEO Across Large Enterprise Ecosystems" shows the challenge of large enterprise, big brand SEO, the current state of affairs, and the ideal state of scaling SEO globally. Keith Goode, SEO Manager for IBM Security, discussed this alongside fellow panelists Eli Schwartz and Laura Lippay and moderator, Chris Sherman.

Published in: Internet
  • Be the first to comment

Scaling SEO Across Large Enterprise Ecosystems

  1. 1. #SMX #22A @keithgoode Scaling SEO Across Large Enterprise Ecosystems THE ART AND SCIENCE OF WRANGLING CHAOS INTO ORDER
  2. 2. #SMX #22A @keithgoode Who Am I? Name: Keith Goode Position: SEO Manager, Security, IBM Experience:  20+ Years in Online Marketing  10+ Years of Experience in In-House SEO  Previous Employers: AMD, HomeAway, BDX, SpareFoot, Dell, seoClarity  Appearances: Pubcon, Clarity, SFIMA, CrossForum, Search Talk Live, SEJ ThinkTank  Follow: @keithgoode
  3. 3. #SMX #22A @keithgoode Some Light Housekeeping * Disclaimer: Opinions expressed herein are my own. No forward-looking statements regarding IBM have been included. None of IBM’s secret sauce has been revealed. Statements made in this presentation have not been tested by the FDA.
  4. 4. #SMX #22A @keithgoode Murmuration: The Perfect Metaphor for Enterprise SEO
  5. 5. #SMX #22A @keithgoode The Truth Behind Big Enterprise SEO Perception vs. Reality
  6. 6. #SMX #22A @keithgoode What Do I Mean By Big Enterprise?
  7. 7. #SMX #22A @keithgoode The Power of Big, Historic Domains Impressive, right? Source: Ahrefs
  8. 8. #SMX #22A @keithgoode The Reality Behind the Facade Source: seoClarity Dell/EMC: 4%Visibility IBM: 1%Visibility
  9. 9. #SMX #22A @keithgoode The Reality Behind the Facade Source: seoClarity HPE: 3%Visibility Cisco: 2%Visibility
  10. 10. #SMX #22A @keithgoode Summary: • Content is not a problem • Authority is not a problem • Popularity is not a problem • The baseline problems for large enterprises are: • IA – Information Architecture • Aligning Keywords and Usage to the Buyer’s Journey • Internal Linking and Navigation • Overall Site Usability, Coding, and Technical Infrastructure
  11. 11. #SMX #22A @keithgoode Usability An ecosystem must be fast, responsive, crawlable, and indexable U Relevance You establish relevance with great content that meets the search intent and the user’s needs R Authority Earned links, company online reputation, citations, co- citations, and internal linking A In Other Words: the Cart Precedes the Horse A- B- D Grade Excellent reputation. Respected industry leader. But fails to take advantage of domain power with poor internal linking Notes Ample content addressing support needs, product information, etc., but poor execution on segmenting content based on buyer’s journey Overall Poor site experience with page load times exceeding acceptable limits, poor navigation, poor mobile experience, lack of integration with apps, etc.
  12. 12. #SMX #22A @keithgoode The Right Way and the Current Way How do Large Enterprises Scale in Size and Geography?
  13. 13. #SMX #22A @keithgoode Historically:Throw enough mud against the wall and some of it will stick. And it has.
  14. 14. #SMX #22A @keithgoode Current State Enterprise SEO: Hobbling Usain Bolt We’re Great Because: But We Hobble Ourselves with: • Everyone Knows Our Brand • Links Come to Us • We Have ExcitingTechnology That’sAdvancing Human Progress • Content LiterallyWrites Itself • Different Business Units, Different Budgets and Different Priorities • A Multitude of Different Publishing Platforms, CMS’s, Dev Teams • No SingleVision for the User Experience • A “Rip the Band-Aid Off” MentalityWhenThingsGetToo Cluttered Read through the Session Recap from “Enterprise SEOs, Unite!” 2016:
  15. 15. #SMX #22A @keithgoode Ideal State Enterprise SEO: Organizational Awareness and Unified Effort
  16. 16. #SMX #22A @keithgoode • Proving the Value of SEO and Showing Missed Opportunities • Educating and Reinforcing • Democratizing SEO • Creating Standards and Policies • Embedding Assets in the Business Units • Avoiding Being Cheap with Your Geos Ideal State Global Enterprise SEO
  17. 17. #SMX #22A @keithgoode • Not only: • Traffic • Ranking • But also: • Conversions • Revenue • Average RPV/AOV • Competitor’s Value (extrapolated) Know Your Numbers, Know Your Value I have outlined this and much more at:
  18. 18. #SMX #22A @keithgoode True Organizational Change is a Top-Down Mandate Vision Goals Strategy Tactics Activities Tips For Influencing Executives • Executives Like Money • Show them how much money they’re losing or leaving on the table • Repeat Often • Have a Plan to Fix It
  19. 19. #SMX #22A @keithgoode Plan Your Work; Work Your Plan Usability Relevance Authority A Good Nav and IA K Optimized Titles & Desc. R Social Sharing Buttons B Proper Robots.txt L Creating Engaging Content S Contextual Links on Site C Proper Meta Robots M Video Content T Promote Content on Social D Inclusive Sitemap N PDF Abstracts U Blogger Outreach/PR E Canonicalization of URLs O Image AltText V Link from Homepage F Canonical Tags P Video Transcripts W Link Reclamation G Mobile Responsive Site Q Keyword/Buyer’s Journey Alignment H Schema Markup I Optimized Page Load J HREFLANG/Internation- alization
  20. 20. #SMX #22A @keithgoode Cost-to-Impact Prioritization • Workshop your list with your developers and content writers/strategists • Make an honest assessment of costs* • Estimate the impact to: • Ranking* • Traffic* • Revenue* • Clear out the Green Zone first *Fictional, but reasonable, estimates in illustration
  21. 21. #SMX #22A @keithgoode • Certification • Badges • Webinars • Lunch & Learn • Customized Training per Discipline • Internal Blogs and Announcements Educate to Build Awareness
  22. 22. #SMX #22A @keithgoode Democratizing SEO In Your Organization • Social • Promotion • Industry Outreach • Drives Corporate Priorities • Company Vision • Voice of the Company • Proper Merchandising • Content Best Practices • Building Content for the User • Proper Coding • Responsive Design • Server Uptime and Speed • Adapting to Tech Advancements • Audits • Analysis • Education • Staying up-to-date
  23. 23. #SMX #22A @keithgoode • Codify Everything • Max Page Load Speeds • URL Structure • Tag Usage • Field Limits • Resolve Overlap Disputes • Keyword Governance Establish Global Standards and Guidelines
  24. 24. #SMX #22A @keithgoode Embedding Assets in the Business Units and Teams
  25. 25. #SMX #22A @keithgoode Grunt work. Keyword vetting. PLP assignments. Report building. Social proof and analysis. Technical SEO, global templates, best practices for coding, establishes guidelines for URLs, scripts, etc. BU SEO Focal Tactical execution. Can be BU funded hire or HQ SEO or both. Works directly with stakeholder. Webmasters Geo Focals Localization and regionalization of content. Regional reporting. Tactical execution for new campaigns SEM/Email/Social Responsible for paid aspects of search, email campaigns, social campaigns. Should work with SEO. HQ Global SEOs Global vision, education, enablement, executive reporting, and prioritization Agencies
  26. 26. #SMX #22A @keithgoode Globalization of SEO Efforts
  27. 27. #SMX #22A @keithgoode • Current State: • Test Locally, Apply Globally • Scales Well • Ideal State: • Regionalize Content to Speak to that Countries Audience • Account for Different User Experience • Note: This Does Not Scale Easily Globalization is Not Copy/Paste
  28. 28. #SMX #22A @keithgoode Share these #SMXInsights on your social channels! #SMXInsights  A long history, a great product, and good PR can take you a long way in the SERPs, but we shouldn’t be satisfied with that alone.  The Ideal State Enterprise SEO requires Organizational Awareness and Unified Effort from everyone, not just SEOs.  True Organizational Change is a Top-Down Mandate edified and bolstered with data.  Scaling is not an exercise in copying and pasting templates, but it requires a constant eye on the user’s wants and needs.
  30. 30. #SMX #22A @keithgoode • Photographer: IAN ROSS • Title: Starling • URL: • Photographer: Donald Macauley • Title: IMG_2746 • URL: • Photographer: Derek Σωκράτης Finch • Title: Mesmerised by murmuration we follow them • URL: • Photographer: sussexcareers • Title: murmuration • URL: • Photographer: Tanya Hart • Title: Studland starlings • URL: • Photographer: Lars Plougmann • Title: 1m+ bats leave their dwelling under the Congress Ave bridge • URL: • Photographer: Clay Junell • Title: yak to bats • URL: • Photographer: U.S. Fish and Wildlife Service Headquarters • Title: Mexican free-tailed bats exiting Bracken Bat Cave • URL: • Photographer: Dan Pancamo • Title: Austin Bat Bridge • URL: • Photographer: ITU Pictures • Title: 1964-07 • URL: • Photographer: Dave Herholz • Title: Mud for breakfast • URL: All Images Were Licensed for Commercial Use with Mods Allowed by the Photographer