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.

BrightonSEO 2018 - How to Tighten up Your SEO on Large Websites

1,011 views

Published on

In this presentation I cover the evolving role of SEOs in a large enterprise environment. I cover a few good ways to sell through to clients and employers. I also provide some actionable SEO tips that big websites should be considering.

Published in: Marketing
  • Be the first to comment

BrightonSEO 2018 - How to Tighten up Your SEO on Large Websites

  1. 1. Bill Sebald Greenlane How to Tighten up Your SEO on Large Websites @billsebald https://www.slideshare.net/GreenlaneSEO
  2. 2. @billsebald #brightonSEO Today’s SEO is asked to wear many hats
  3. 3. @billsebald #brightonSEO The more mechanics you add, the more things will break. #jobsecurity
  4. 4. @billsebald #brightonSEO Your manpower probably doesn’t equate to the size of the challenges. #thatoldstory
  5. 5. @billsebald #brightonSEO Sometimes the work done is immeasurable.
  6. 6. @billsebald #brightonSEO Sometimes the work is a defensive play.
  7. 7. @billsebald #brightonSEO But the work will pay off in aggregate #closertoperfect
  8. 8. @billsebald #brightonSEO The smallest additional attributes can make a big difference.
  9. 9. 50 59 99 87 54 25 14 64 82 52 22 25 85 74 27 89 68 54 41 12 15 84 25 88 57 22 50 55 45 24 44 49 15 84 25 88 57 59 99 87 88 58 5 48 81 91 51 57 89 25 0 20 40 60 80 100 120 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 Ranking Signals (Arbitrary Numbers) @billsebald #brightonSEO
  10. 10. 50 59 99 87 54 25 14 64 82 52 22 25 85 74 27 89 68 54 41 12 15 84 25 88 57 22 50 55 45 24 44 49 15 84 25 88 57 59 99 87 88 58 5 48 81 91 51 57 89 25 0 20 40 60 80 100 120 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 Ranking Signals (Arbitrary Numbers) @billsebald #brightonSEO
  11. 11. 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 22 50 55 45 24 44 49 15 84 25 88 57 59 99 87 88 58 5 48 81 91 51 57 89 25 0 20 40 60 80 100 120 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 Ranking Signals (Arbitrary Numbers) @billsebald #brightonSEO
  12. 12. @billsebald #brightonSEO
  13. 13. @billsebald #brightonSEO The biggest issue is that companies don’t finish the job. Which is unfortunate; your competition is often large and aggressive.
  14. 14. @billsebald #brightonSEO The biggest issue is that companies don’t finish the job. Which is unfortunate; your competition is often large and aggressive. “Ask not what you have done for your company… Ask what your company has done for you!” - Janet Jackson
  15. 15. @billsebald #brightonSEO Be an agent of change
  16. 16. @billsebald #brightonSEO SEO Job Duties Be full stack. (aka, aways be learning.) Tread political waters (aka, silos. #beerhelps.) Convince the boss/client to spend the money for the work that needs to be done. (aka, teach the boss/client.) Get as close to perfect as possible. (aka, read above.) Be an agent of change and finish the job!!!
  17. 17. @billsebald #brightonSEO Crawl Waste
  18. 18. @billsebald #brightonSEO
  19. 19. @billsebald #brightonSEO There is a correlation between well crawled pages and well ranked pages
  20. 20. @billsebald #brightonSEO The High End
  21. 21. @billsebald #brightonSEO The Low End
  22. 22. @billsebald #brightonSEO Index Bloat Can Signal Crawl Waste
  23. 23. Step 1: Gather up all your URLs Even your funkiest, junk URLs you don’t think Google is indexing Step 1: Gather up your URLs. Include everything (blocked, noindexed, etc) @billsebald #brightonSEO
  24. 24. @billsebald #brightonSEO Step 2: Export the “submitted and indexed report.
  25. 25. @billsebald #brightonSEO Step 3: Compare the data to make sure Google is on the same page as your intentions.
  26. 26. @billsebald #brightonSEO Option To Search Console: Greenlane’s Indexation Tester. http://bit.ly/index-tester
  27. 27. @billsebald #brightonSEO While we’re at it: Check your HTTP headers en masse. More platforms are embedding canonicals, shortlinks, hreflang, etc. Greenlane’s Head Exam: https://www.greenlanemarketing.com/tools/head-exam/
  28. 28. @billsebald #brightonSEO The XML Sitemap Don’t overlook its ability to screw you up.
  29. 29. @billsebald #brightonSEOhttp://bit.ly/sitemap-extension
  30. 30. @billsebald #brightonSEO What about Link Building? Title Tags Still Have Tons Of Power: Consider Performing A Large-Scale Title Tag Wash
  31. 31. @billsebald #brightonSEO What about Link Building? http://bit.ly/wayback-linking
  32. 32. @billsebald #brightonSEO CRO = $ SEO = $ CRO = SEO
  33. 33. @billsebald #brightonSEO If You Have To Wear The Hats, Make Sure They Look Good On You!
  34. 34. @billsebald #brightonSEO
  35. 35. Thank You! PS: If you like bad jokes and good SEO tweets, follow me @billsebald PSS: Any questions, tweet at me or email bill@greenlanemarketing.com

×