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.

SearchLeeds 2019 - Sam Marsden - Deepcrawl - Overcoming technical seo challenges for enterprise sites


Published on

You might have a standard set of processes and fixes when dealing with normal-sized sites, but how does that change when you start working with large enterprise sites? How do you adapt SEO processes to work effectively for clients with these needs? Sam's SearchLeeds talk provided efficient and effective strategies on how to tackle complex SEO challenges for enterprise level sites

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

SearchLeeds 2019 - Sam Marsden - Deepcrawl - Overcoming technical seo challenges for enterprise sites

  1. 1. Overcoming Technical SEO Challenges For Enterprise Sites Sam Marsden, SEO & Content Manager, DeepCrawl SearchLeeds - 20th June 2019 @sam_marsden SearchLeeds
  2. 2. @sam_marsden SearchLeeds Enterprise SEO is about working at the extremes! It’s a stress test for our SEO methodologies.
  3. 3. @sam_marsden SearchLeeds How do we define enterprise in SEO?
  4. 4. @sam_marsden SearchLeeds How do we define Enterprise SEO?
  5. 5. @sam_marsden SearchLeeds Enterprise company ≠ enterprise site 5,900 pages £3.9 billion 2,820 pages £4.4 billion 2,450 pages £11.8 billion
  6. 6. Key characteristics for defining Enterprise SEO are the size and complexity of the organisation.
  7. 7. Commonly house large portfolios of digital properties and have long chains of command to effect change.
  8. 8. @sam_marsden SearchLeeds Talk about what you know What we do every day: Help enterprise businesses to get insights no matter how many or how large their sites are.
  9. 9. @sam_marsden SearchLeeds Size & scale Auditing & prioritisation Reporting & monitoring Velocity of completion Recurring enterprise challenges: 4
  10. 10. @sam_marsden SearchLeeds 1. Scale - Issue amplification
  11. 11. @sam_marsden SearchLeeds It isn’t time-efficient to extract insights for the entire site. Analysing every page is resource intensive and costly. Challenges with size and scale
  12. 12. In most cases we only need enough data to validate issues.
  13. 13. @sam_marsden SearchLeeds Building a bigger picture from smaller parts
  14. 14. @sam_marsden SearchLeeds Techniques for tactical crawling
  15. 15. @sam_marsden SearchLeeds Tactical crawling roadmap Baseline analysis Unrestricted initial analysis with limited no. URLs. Design segments Sampling and slicing. Maximum insights with minimum resources. Benchmark analysis Focused and frequent ongoing analysis for monitoring.
  16. 16. Example: Large marketplace client 2m URL initial crawl 15 targeted test crawls Ongoing benchmark crawls
  17. 17. @sam_marsden SearchLeeds Learn more about tactical crawling Podcast:
  18. 18. @sam_marsden SearchLeeds 2. Auditing & prioritisation
  19. 19. @sam_marsden SearchLeeds Finding issues that really need to be fixed. Creating a hierarchy of prioritisation. Challenges with issue detection
  20. 20. @sam_marsden SearchLeeds Technical audits for enterprise sites Extremely thorough technical audit. 12 core sections - recommendations and prioritisation. Executive overview.
  21. 21. @sam_marsden SearchLeeds How do we prioritise issues? Effort x Impact = Severity score & priority level (1-5) (1-5) (1-25) (low- high)
  22. 22. @sam_marsden SearchLeeds Common issues on enterprise sites 4 Proportion of primary pages. Crawl depth with >20 levels Rendered crawl finds iframe is breaking head Excessive international page versions
  23. 23. Example: Technology company Ridiculous no. country language combinations in URL path.
  24. 24. @sam_marsden SearchLeeds Internationalisation gone wrong... Pages for Kazakh speakers in Switzerland E.g. /kk-KZ/zurich/
  25. 25. Even with validated implementations, Google isn’t showing right pages to right audience...
  26. 26. Algorithm for swapping out alternates may not work as precisely as we expect. OR Google has trouble with complex sites with many alternate versions.
  27. 27. @sam_marsden SearchLeeds 3. Reporting & monitoring
  28. 28. @sam_marsden SearchLeeds Keeping on top of issues as they arise on large scale sites. Maintaining a top level perspective of a large portfolio of domains. Challenges with reporting and monitoring
  29. 29. Example: Large media publisher Large scale migration of 300k subdomains over 6 months.
  30. 30. GSC Monthly comparison dashboard @sam_marsden SearchLeeds Organic dashboards which display top level trends and surface granular issues quickly.
  31. 31. Find out more... @sam_marsden SearchLeeds gds-gsc
  32. 32. Enterprise level dashboarding using Data Studio @sam_marsden SearchLeeds @nickwilsdon enterprise-seo
  33. 33. Keeping on top of crawl insights @sam_marsden SearchLeeds
  34. 34. Multi-domain keyword cannibalisation @sam_marsden SearchLeeds Identify duplication of effort across domains Filter by device, country & query sets. Track issues over time.
  35. 35. Unmissable keyword cannibalisation dashboard @sam_marsden SearchLeeds @HannahRampton
  36. 36. Top level speed metrics from real users @sam_marsden SearchLeeds Domain or subdomain level speed metrics from CrUX. Free and easy to scale up across portfolio of brands and competitors.
  37. 37. Check out my Whiteboard Friday... @sam_marsden SearchLeeds Howdy Moz fans!
  38. 38. @sam_marsden SearchLeeds 4. Velocity of completion
  39. 39. @sam_marsden SearchLeeds Getting SEO fixes, campaigns and initiatives actioned. Getting a broad range of stakeholders and gatekeepers bought in to SEO. Challenges with reporting and monitoring
  40. 40. Soft skills are key!
  41. 41. @sam_marsden SearchLeeds Winning in enterprise organisations 4 Build strong internal and external networks. Prove ROI to score budget Be a hub of influence between different depts. Lead with revenue KPIs, not SEO KPIs Eli Schwartz @5le
  42. 42. Wrapping it all up...
  43. 43. @sam_marsden SearchLeeds Size & Scale Auditing & prioritisation Reporting & monitoring Velocity of completion Enterprise challenges & solutions 4 Tactical analysis Hierarchy of recommendations Top level dashboards Soft skills and influence
  44. 44. THANK YOU ANY QUESTIONS? Sam Marsden SEO & Content Manager @sam_marsden SearchLeeds