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An Enterprise SEO Framework: From Crawling to Conversions

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Google only crawls about half the pages on large enterprise websites, meaning those pages won’t be added to the index.

This also means they can’t rank or generate organic traffic and revenue for the business. That’s the bad news.

SEO for large websites simply cannot start with rankings and keywords or you will miss an enormous opportunity.

Enterprise website owners need to go deeper and focus on the entire search process – starting with its technical foundation and how search engines crawl it, to how its real audience engage with it.

The good news is that enterprises can experience massive wins simply by removing the barriers that currently stand between Google and their website.

In this presentation, you’ll learn:
– Why some of the largest sites on the web struggle to get their key pages crawled.
– How a crawling-to-conversions framework solves this problem.
– Steps you can take to implement this holistic SEO framework.

Published in: Marketing
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An Enterprise SEO Framework: From Crawling to Conversions

  1. 1. An Enterprise SEO Framework: From Crawling to Conversions Kameron Jenkins, Botify #SEJThinktank @botify @kammie_jenkins
  2. 2. #SEJThinktank @botify @kammie_jenkins About Us 1. Director of Brand, Content & Communications at Botify 2. We help the biggest sites on the web improve their performance in search. 3. Expedia, Glassdoor, Marriott, Condé Nast Kameron Jenkins, Botify
  3. 3. #SEJThinktank @botify @kammie_jenkins What We’ll Cover 1. Why the biggest sites on the web need a different framework for SEO [Data]
  4. 4. #SEJThinktank @botify @kammie_jenkins What We’ll Cover 1. Why the biggest sites on the web need a different framework for SEO [Data] 2. What is the “crawling to conversions” framework and what does it look like when implemented? [Case Study]
  5. 5. #SEJThinktank @botify @kammie_jenkins What We’ll Cover 1. Why the biggest sites on the web need a different framework for SEO [Data] 2. What is the “crawling to conversions” framework and what does it look like when implemented? [Case Study] 3. What type of organizational structure leads to the most effective SEO teams.
  6. 6. #SEJThinktank @botify @kammie_jenkins What We’ll Cover 1. Why the biggest sites on the web need a different framework for SEO [Data] 2. What is the “crawling to conversions” framework and what does it look like when implemented? [Case Study] 3. What type of organizational structure leads to the most effective SEO teams. + Tips, takeaways, and Q&A!
  7. 7. #SEJThinktank @botify @kammie_jenkins Poll #1: What’s the primary KPI you / your boss has set for your SEO team? A) Improving Google's crawl of your site B) Improving indexing C) Improving keyword ranking D) Improving traffic E) Improving revenue
  8. 8. #SEJThinktank @botify @kammie_jenkins Challenge: take a scientific approach to uncover what Google actually does.
  9. 9. #SEJThinktank @botify @kammie_jenkins 413 million pages crawled
  10. 10. #SEJThinktank @botify @kammie_jenkins 413 million pages crawled 6 billion Googlebot requests
  11. 11. #SEJThinktank @botify @kammie_jenkins 413 million pages crawled 6 billion Googlebot requests 1 very comprehensive study of how Google crawls the web
  12. 12. #SEJThinktank @botify @kammie_jenkins What did we find?
  13. 13. #SEJThinktank @botify @kammie_jenkins
  14. 14. #SEJThinktank @botify @kammie_jenkins
  15. 15. #SEJThinktank @botify @kammie_jenkins
  16. 16. #SEJThinktank @botify @kammie_jenkins The web is huge.
  17. 17. #SEJThinktank @botify @kammie_jenkins The web is complex.
  18. 18. #SEJThinktank @botify @kammie_jenkins
  19. 19. #SEJThinktank @botify @kammie_jenkins
  20. 20. #SEJThinktank @botify @kammie_jenkins
  21. 21. #SEJThinktank @botify @kammie_jenkins Enterprise websites need a different approach.
  22. 22. #SEJThinktank @botify @kammie_jenkins
  23. 23. #SEJThinktank @botify @kammie_jenkins
  24. 24. #SEJThinktank @botify @kammie_jenkins
  25. 25. #SEJThinktank @botify @kammie_jenkins What pages exist on my site?
  26. 26. #SEJThinktank @botify @kammie_jenkins What pages exist on my site? Which of those pages is Google visiting?
  27. 27. #SEJThinktank @botify @kammie_jenkins What pages exist on my site? Which of those pages is Google visiting? How are my indexed pages performing in SERPs?
  28. 28. #SEJThinktank @botify @kammie_jenkins What pages exist on my site? Which of those pages is Google visiting? How are my indexed pages performing in SERPs? How are searchers interacting with those pages once they get to the site?
  29. 29. #SEJThinktank @botify @kammie_jenkins Case Study: The Invisible Site
  30. 30. #SEJThinktank @botify @kammie_jenkins
  31. 31. #SEJThinktank @botify @kammie_jenkins 19x increase in crawl activity to strategic pages
  32. 32. #SEJThinktank @botify @kammie_jenkins 2x the organic traffic within 3 months
  33. 33. #SEJThinktank @botify @kammie_jenkins
  34. 34. #SEJThinktank @botify @kammie_jenkins Poll #2: How is SEO structured at your enterprise organization? A) We all live under marketing B) We all live under the website product team C) Some SEOs work on the marketing team and others work on the product team
  35. 35. #SEJThinktank @botify @kammie_jenkins
  36. 36. #SEJThinktank @botify @kammie_jenkins Content SEO Tech SEO
  37. 37. #SEJThinktank @botify @kammie_jenkins “Every single day, everyone touching the website is doing SEO, whether they know it or not. They are either making multi-million dollar decisions that help SEO or hurt it.” - Jessica Bowman
  38. 38. #SEJThinktank @botify @kammie_jenkins TAKEAWAYS & TIPS
  39. 39. #SEJThinktank @botify @kammie_jenkins TAKEAWAY #1 Big sites have crawl issues.
  40. 40. #SEJThinktank @botify @kammie_jenkins TAKEAWAY #2 They can’t afford to start with keywords.
  41. 41. #SEJThinktank @botify @kammie_jenkins So what can you do right now?
  42. 42. #SEJThinktank @botify @kammie_jenkins TIP #1 Arm yourself with all the data. Crawl data Log file data SERP performance data Traffic & conversions data
  43. 43. #SEJThinktank @botify @kammie_jenkins TIP #2 Look at the full picture when auditing.
  44. 44. #SEJThinktank @botify @kammie_jenkins TIP #3 Get yourself a seat at the table. SEO
  45. 45. #SEJThinktank @botify @kammie_jenkins Q&A

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