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21 Success Tactics and Your All-In-One Roadmap for Enterprise SEO and Mega Sites -- Condé Nast

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You’ve got millions of pages, multiple brands, and a enterprise environment to navigate in your in-house SEO role. John Shehata has one detailed, comprehensive roadmap plus 21 actionable tactics tailored for enterprise success. In this presentation, you’ll learn how to establish trust, cut out inefficient tasks, and build a lean SEO team that is flexible enough to maneuver in a complex corporate structure and expert enough to exponentially expand your mega site’s web presence.

Presentation by:
John Shehata – VP SEO, Condé Nast

This presentation was given at the 2015 Conductor C3 marketing conference. Learn more: http://c3.conductor.com/

Published in: Marketing
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21 Success Tactics and Your All-In-One Roadmap for Enterprise SEO and Mega Sites -- Condé Nast

  1. 1. Enterprise SEO for Mega Sites/Brands @JShehata
  2. 2. 1. Develop Technical Skills @Jshehata | C3 2015 3
  3. 3. Develop Analytics/Excel Skills GSC (Search Queries) Google GA / Omniture KWs Metrics Rankings APIs Screaming Frog MOZ Top Pages Crawl Errors @Jshehata | C3 2015 4
  4. 4. 2. Understand Your Technology • CMS • Frontend / JS web frames • APIs • etc @Jshehata | C3 2015 5
  5. 5. 3. Build Relationships Communicate in Person, Emails are not enough @Jshehata | C3 2015 6
  6. 6. #SEOThursdayDonuts @Jshehata | C3 2015 7
  7. 7. 4. Dev/Tech Language Tech/Dev Teams • Great ally or the worst hurdle • Push Back when appropriate • Your strategy is Dead-On-Arrival without technical resources. • Never say “is it doable?” @Jshehata | C3 2015 8
  8. 8. Never Tell a Developer “it is easy” Dev is marketers best ally or worst enemy @Jshehata | C3 2015 9
  9. 9. 5. Find Hidden/Shared Resources • Sister companies • Cross promotions, • Talents in other departments • Link Building • Internal • Vendors/affiliates • Sponsorships • Legal contracts • Content syndication • etc @Jshehata | C3 2015 10
  10. 10. 6. Show Value 17% - 35% @Jshehata | C3 2015 11
  11. 11. 7. SELL Your Projects Align your Goals with the Company’s Goals i.e. Align your Projects with the Company’s Projects Find a project sponsor @Jshehata | C3 2015 12
  12. 12. 8. Quick Wins First • Don’t do any radical changes in the first 3-6 months • Focus on quick wins • Start with Solid Winners not Experiments • Earn a reputation that your recommendations work @Jshehata | C3 2015 13
  13. 13. 9. Initiate Big Projects • Small Projects Justifies Big Projects • Divide Big Projects into smaller tasks • Find projects that can include these tasks • Focus on quick wins @Jshehata | C3 2015 14
  14. 14. 10. Choose your Battles Wisely Prioritize / Ask your manager to prioritize your work @Jshehata | C3 2015 15
  15. 15. 11. Stop Long Emails Tell A Story / Promote your success / Use Numbers @Jshehata | C3 2015 16
  16. 16. 12. Stop Whatever Doesn’t Provide Value Task Reports Meetings etc. @Jshehata | C3 2015 17
  17. 17. 13. Center of Excellence [COE] SEO Ambassadors (across sites, global, editorial, IT) • Badges / Compliance Certificate • Train the trainer @Jshehata | C3 2015 18 Highlight the Champ
  18. 18. 14. Ongoing Education • Bi-Weekly / Monthly / Quarterly Training • New Hires • Wiki • FAQ • BPGs @Jshehata | C3 2015 19
  19. 19. 15. We are Consultants!! We provide recommendations to other teams to implement!! @Jshehata | C3 2015 20
  20. 20. 16. SEO is Evolving SEO is not dead, it is Evolving, and so must you too!! @Jshehata | C3 2015 21
  21. 21. 17. Develop A Content Marketing Strategy • Editorial calendar • Evergreen content • Product Reviews • Best/Worst Lists • Trending topics • National vs. Local Content • FAQs @Jshehata | C3 2015 22
  22. 22. 18. Mobile SEO Desktop is no longer your main platform • Mobile • App Store Optimization • Social • YouTube • Etc. @Jshehata | C3 2015 23
  23. 23. 19. Make Them The Hero • Communicate Results to participating teams • Make others great! Focus on making the other people successful, and you’ll earn their trust. • Make your emphasis how SEO will make them successful. • Make a big deal of giving public acknowledgement of their vital contribution. • Respect the hard work these folks have to do that has nothing to do with your SEO needs @Jshehata | C3 2015 24
  24. 24. 20. Less Is More • Focused recommendations • Focused emails • Focused reports • etc. @Jshehata | C3 2015 25
  25. 25. 21. Establish an SEO process Discovery Understand Project Goals and objectives Traffic Sources: Search, Social, Internal traffic? Top Keywords: what is the search interest? Location on site: directory, subdomain, page, sections, etc.? Do we need a CName? Do we need a landing page (/blogs/) for all created templates Content: is it new content, new content replacing existing content, removing old content, etc.? Will page content be delivered via Javascript, AJAX, other un-friendly SEO technologies? do we need a separate XML sitemap? Design wireframes/desi gn comps review breadcrumbs placements text placement social integrations H1 heading tags SEO recommendation s for label, layout and links Pre Dev. Meta Date (page titles, meta description, keywords) SEO friendly URL formats Copy Reviews: does the page need intro/closing copy? Canonical tags Social tags / Other tags robots.txt updates if needed analytics integration secure 5 links to new content Schema Implementation QA Quick SEO QA Baseline analytics reports Content in Feeds Live SEO BPG if needed 3,6,9 months reports Link Building Ranking Reports @Jshehata | C3 2015 26
  26. 26. #Bonus: Be a Good Person Approachable •Available •Share Knowledge •Train and Train Again •Invest in People, Develop Skills SEO @Jshehata | C3 2015 27
  27. 27. SEO Roadmap Discover Inform Quick Wins Big Wins Support Report & Analyze @Jshehata | C3 2015 28
  28. 28. SEO Roadmap Company Goals Team/Departments SEO Challenges & Opportunities Strengths & Weaknesses Workflow/Process Analytics/Baseline reports researching / info gathering Technology, Code Content, Links, Social Media Building Targeted Keyword lists Crawl Errors Comp. Analysis PM Process Training SEO 101 Training SMO 101 Training Tech/Dev Training PM/Product Training Executive Training Best Practices Guides (BPG) SEO/SMO Blog/Wiki Search/Social Media Monthly Newsletter Answering emails SEO/SMO Compliance Test Content Strategy Low Effort, Big Wins On Page Optimization Page Titles, Meta Tags HP / Section Pages 302/301 Redirects Robots.txt fixes Error Pages Meta Tags / Social Tags Optimization Rich Snippets Duplicate Content Canonical Tags Big Projects List Videos / Photos Mobile Content Vertical Optimization Universal SERPs Rich Snippets Link Building Crawl Efficiency Social Media Syndication Daily Reports Monthly Reports Author Reports Category/Product Reports Social Media Reports Project Reports Seasonal Reports Support ongoing and new projects SEO Recos to seasonal content Provide SEO Recos to Breaking News Discover Inform Quick Wins Big Wins Support Report & Analyze @Jshehata | C3 2015 29
  29. 29. SEO Roadmap • Discover • What are the main objectives of the site/brand (uniques, revenue, video views, etc.) • Conversion Points (newsletters, sign ups, etc.) • Know the Team (Design, IT, Legal, Editorial, Marketing, PM, Technology, Analytics) • SEO SWOT Analysis / Challenges and Opportunities • Extensive Site Audit (GSC, Screaming Frog, DeepCrawl, Crawl Errors, etc.) • Competitive Analysis (SEO, Social Media, Links, Rankings, etc.) • Understand The PM Process / Editorial Workflow • Understand Technology & Code • Build Targeted KWs lists (KW research, Analytics, etc.) • Build Baseline Reports (Setup – Analytics Team) • Define your SEO Metrics (Visits, SEO Visits, etc.) • Identify Conversion Points (Signups, sales, etc.) Discover Inform Quick Wins Big Wins Support Report & Analyze @Jshehata | C3 2015 30
  30. 30. Maximize Enterprise SEO • Understand your Weaknesses and Strengths • Media Sites • Lots of content • Videos vs. Text? • Lots of Links • No Sales • Ecommerce • Lots of Products • Same Product Description across multiple sites • Little Unique Content • Duplicate content @Jshehata | C3 2015 31
  31. 31. Maximize Enterprise SEO • Issues – Content Overlap – Thin Content – Inefficient Crawling (Millions of Pages) – Too much content to optimize – One man department – Tech/Dev/Company has other priorities – Duplicate Content On Site/Off Site – Etc.. @Jshehata | C3 2015 32
  32. 32. Maximize Enterprise SEO • Questions to ask (before you start): • SEO Budget • Resources • Legal • Tools • Usability • Previous SEO? • Previous link building?? @Jshehata | C3 2015 33
  33. 33. Maximize Enterprise SEO • Project Management Process Integration • SEO is not an afterthought (It starts before development) • Understand The Process • Kick Offs / Traffic Sources Expectations • Requirement gathering • IT / Development • Design Comps • Content / Internal Links • Do your own QA • Reports • Check Changes to the site [changedetection.com] @Jshehata | C3 2015 34
  34. 34. SEO Roadmap • Inform “Develop Institutional Knowledge” • Training (SEO 101, Tech/Dev Training, PM/Product Training) • Executive Training: C-level executive buy-in is a must (It is not Voodoo Magic!) • Best Practices Guides (BPG) / One Sheet Checklist • SEO/SMO Blog/Wiki • Search Monthly Newsletter • Answering emails • SEO Compliance Test • Customize your training material Discover Inform Quick Wins Big Wins Support Report & Analyze @Jshehata | C3 2015 35
  35. 35. SEO Roadmap • Quick Wins “Low Hanging Fruit: Low Effort, Big Wins” – Site Level Optimization – Duplicate Content – 302/301 Redirects – Robots.txt fixes – Canonical Tags – Crawl Errors, Error Pages – Link Building (partners, affiliates, widgets, etc.) – Template Level Optimization – On Page Optimization (layout, Heading Tags, etc.) – Page Titles, Meta Description, SEO Tags – Inline Linking / Deep Linking – Pagination Discover Inform Quick Wins Big Wins Support Report & Analyze – Page Level Optimization – Money Terms – Top 10 Paid Keywords - PPC – Top Keywords – 2nd Page Rankings – Top Exit Pages (Bounce rate) @Jshehata | C3 2015 36
  36. 36. Low Hanging Fruits 2nd Page Rankings 1st Page below the fold Rankings Low CTR-High Ranking Terms @Jshehata | C3 2015 37
  37. 37. SEO Roadmap • Big Wins “Big Projects” • Mobile SEO / Deep Links • Schema / Rich Snippets • Content Verticals Optimization (entertainment, tech, etc.) • Universal SERP Optimization (News, Local, etc.) • Syndication • Social Media • Link Building Campaigns • SEO Clean Up • Crawl Efficiency • Duplicate Content • URL Architecture • Thin Content Discover Inform Quick Wins Big Wins Support Report & Analyze @Jshehata | C3 2015 38
  38. 38. SEO Roadmap • Support • Support ongoing and new projects • SEO Recos to seasonal content • Provide SEO Recos to Breaking/Trending News • SEO Recos to all new designs and tech projects Discover Inform Quick Wins Big Wins Support Report & Analyze @Jshehata | C3 2015 39
  39. 39. SEO Roadmap • Reports & Analysis “Tell A Story” • Executive Summary is a Must • Daily/Monthly Reports • YOY, Seasonal Reports • Author/Content/Product/Vertical Reports • Social Media Reports • Project/Event Reports • Content Reports • Lag/Lead Reports • Promote your work //// Track traffic changes for all work done Discover Inform Quick Wins Big Wins Support Report & Analyze @Jshehata | C3 2015 40
  40. 40. Thanks John Shehata @JShehata @Jshehata | C3 2015 41

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