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#SMX #22D @JShehata
You Can Use This Space for A Subtitle
21 Tactics That Help you
Succeed at
Enterprise Mega SEO
#SMX #22D @JShehata
1. Develop Technical Skills
#SMX #22D @JShehata
Develop Analytics/Excel Skills
GWT (Search Queries) + Google KWs + GA Traffic + Rankings
Screaming Fro...
#SMX #22D @JShehata
2. Understand Your Technology
•  CMS
•  APIs
•  etc
#SMX #22D @JShehata
3. Build Relationships
Communicate in Person, Emails are not enough
#SMX #22D @JShehata
4. Dev/Tech Language
Tech/Dev Teams
•  Great ally or the worst hurdle
•  Push Back when appropriate
• ...
#SMX #22D @JShehata
5. Find Hidden/Shared Resources
Sister companies
Cross promotions,
Talents in other departments
Link B...
#SMX #22D @JShehata
6. Show Value
17% - 35%
#SMX #22D @JShehata
7. SELL Your Projects
Align your Goals
with the Company’s Goals
i.e. Align your Projects
with the Comp...
#SMX #22D @JShehata
8. Quick Wins First
Don’t do any radical changes in the first 3-6 months
Focus on quick wins
Start wit...
#SMX #22D @JShehata
9. Initiate Big Projects
Small Projects Justifies Big Projects
Divide Big Projects into smaller tasks
...
#SMX #22D @JShehata
10. Choose your Battles Wisely
Prioritize / Ask your manager to
prioritize your work
#SMX #22D @JShehata
11. Stop Long Emails
Tell A Story / Promote your success / Use Numbers
#SMX #22D @JShehata
12. Stop Whatever Doesn’t Provide Value
Task, Reports, Meetings, etc.
#SMX #22D @JShehata
13. Center of Excellence [COE]
SEO Ambassadors (across sites, global, editorial, IT, etc.)
Highlight t...
#SMX #22D @JShehata
14. Education
•  Bi-Weekly / Monthly / Quarterly Training
•  Wiki
•  FAQ
•  BPGs
#SMX #22D @JShehata
15. We are Consultants!!
We provide recommendations to other teams to
implement!!
#SMX #22D @JShehata
16. SEO is Evolving
SEO is not dead, it is Evolving,
and so must you too!!
#SMX #22D @JShehata
17. Develop A Content Marketing Strategy
Editorial calendar
Evergreen content
Product Reviews
Best/Wor...
#SMX #22D @JShehata
18. Mobile SEO
Your Platform is no longer just desktop!
Mobile (+social) is a must
App/Tablet Optimiza...
#SMX #22D @JShehata
19. Make Them The Hero
•  Communicate Results to participating teams
•  Make others great! Focus on ma...
#SMX #22D @JShehata
20. Less Is More
•  Focused recommendations
•  Focused emails
•  Focused reports
•  etc.
#SMX #22D @JShehata
21. Establish an SEO Process
Discovery
Understand
Project Goals
and objectives
Traffic
Sources:
Search...
#SMX #22D @JShehata
SEO Roadmap
Company	
  Goals	
  	
  
Team/Departments	
  
SEO	
  Challenges	
  &	
  
Opportuni:es	
  
...
#SMX #22D @JShehata
#Bonus: Be a Good Person
Approachable
Available
Share Knowledge
Train and Train Again
Invest in People...
#SMX #22D @JShehata
Thanks
John Shehata
@JShehata
#SMX #22D @JShehata
SEO Roadmap
•  Discover
What are the main objectives of the site (sales, Pageviews, etc.)
Know the Tea...
#SMX #22D @JShehata
Maximize Enterprise SEO
•  Understand your Weaknesses and Strengths
Media Sites
•  Lots of content
•  ...
#SMX #22D @JShehata
Maximize Enterprise SEO
•  Issues
– Content Overlap
– Inefficient Crawling (Millions of Pages)
– Too m...
#SMX #22D @JShehata
Maximize Enterprise SEO
•  Questions to ask (before you start):
SEO Budget
Resources
Legal
Tools
Usabi...
#SMX #22D @JShehata
SEO Roadmap
•  Inform “Develop Institutional Knowledge”
Training (SEO 101, Tech/Dev Training, PM/Produ...
#SMX #22D @JShehata
Maximize Enterprise SEO
•  Project Management Process Integration
SEO is not an afterthought (It start...
#SMX #22D @JShehata
SEO Roadmap
•  Quick Wins “Low Hanging Fruit: Low Effort, Big Wins”
– Site Level Optimization
–  Dupli...
#SMX #22D @JShehata
Low Hanging Fruits
2nd Page Rankings
1 KWs = 1,000,000 Total Local Volume
If #11 generates 2% CTR
And ...
#SMX #22D @JShehata
SEO Roadmap
•  Big Wins “Big Projects”
Rich Media Optimization: Videos, Photo Galleries, Etc.
Mobile S...
#SMX #22D @JShehata
SEO Roadmap
•  Support
Support ongoing and new projects
SEO Recos to seasonal content
Provide SEO Reco...
#SMX #22D @JShehata
SEO Roadmap
•  Reports & Analysis “Tell A Story”
Executive Summary is a Must
Daily/Monthly Reports
YOY...
#SMX #22D @JShehata
Thank You
@JShehata
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21 Tactics That Help you Succeed at Enterprise Mega SEO By John Shehata

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From the Search Marketing Expo - SMX East Conference in New York City, NY, September 29 - October 1, 2015. SESSION: Brands Talk SEO. PRESENTATION: 21 Tactics That Help you Succeed at Enterprise Mega SEO - Given by John Shehata, @jshehata, Vice President, SEO - Conde Nast. #SMX #22D

Published in: Marketing

21 Tactics That Help you Succeed at Enterprise Mega SEO By John Shehata

  1. 1. #SMX #22D @JShehata You Can Use This Space for A Subtitle 21 Tactics That Help you Succeed at Enterprise Mega SEO
  2. 2. #SMX #22D @JShehata 1. Develop Technical Skills
  3. 3. #SMX #22D @JShehata Develop Analytics/Excel Skills GWT (Search Queries) + Google KWs + GA Traffic + Rankings Screaming Frog + SEOmoz Top Pages + SEOmoz Crawl Test + GWT Errors
  4. 4. #SMX #22D @JShehata 2. Understand Your Technology •  CMS •  APIs •  etc
  5. 5. #SMX #22D @JShehata 3. Build Relationships Communicate in Person, Emails are not enough
  6. 6. #SMX #22D @JShehata 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 “it is easy” •  Never say “is it doable?”
  7. 7. #SMX #22D @JShehata 5. Find Hidden/Shared Resources Sister companies Cross promotions, Talents in other departments Link Building •  Internal •  Vendors/affiliates •  Sponsorships •  Legal contracts •  Content syndication •  etc
  8. 8. #SMX #22D @JShehata 6. Show Value 17% - 35%
  9. 9. #SMX #22D @JShehata 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
  10. 10. #SMX #22D @JShehata 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 Expirments Earn a reputation that your recommendations work
  11. 11. #SMX #22D @JShehata 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
  12. 12. #SMX #22D @JShehata 10. Choose your Battles Wisely Prioritize / Ask your manager to prioritize your work
  13. 13. #SMX #22D @JShehata 11. Stop Long Emails Tell A Story / Promote your success / Use Numbers
  14. 14. #SMX #22D @JShehata 12. Stop Whatever Doesn’t Provide Value Task, Reports, Meetings, etc.
  15. 15. #SMX #22D @JShehata 13. Center of Excellence [COE] SEO Ambassadors (across sites, global, editorial, IT, etc.) Highlight the Champ Badges / Compliance Certificate Train the trainer
  16. 16. #SMX #22D @JShehata 14. Education •  Bi-Weekly / Monthly / Quarterly Training •  Wiki •  FAQ •  BPGs
  17. 17. #SMX #22D @JShehata 15. We are Consultants!! We provide recommendations to other teams to implement!!
  18. 18. #SMX #22D @JShehata 16. SEO is Evolving SEO is not dead, it is Evolving, and so must you too!!
  19. 19. #SMX #22D @JShehata 17. Develop A Content Marketing Strategy Editorial calendar Evergreen content Product Reviews Best/Worst Lists Trending topics National vs. Local Content
  20. 20. #SMX #22D @JShehata 18. Mobile SEO Your Platform is no longer just desktop! Mobile (+social) is a must App/Tablet Optimization YouTube Etc +94%
  21. 21. #SMX #22D @JShehata 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
  22. 22. #SMX #22D @JShehata 20. Less Is More •  Focused recommendations •  Focused emails •  Focused reports •  etc.
  23. 23. #SMX #22D @JShehata 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/ design comps review breadcrumbs placements text placement social integrations H1 heading tags SEO recommenda tions 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 Implementati on QA Quick SEO QA Baseline analytics reports Content in Feeds Live SEO BPG if needed 3,6,9 months reports Link Building Ranking Reports John Shehata 2013
  24. 24. #SMX #22D @JShehata SEO Roadmap Company  Goals     Team/Departments   SEO  Challenges  &   Opportuni:es   Strengths  &   Weaknesses   Workflow/Process   Analy:cs/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   Execu:ve  Training     Best  Prac:ces   Guides  (BPG)     SEO/SMO  Blog/Wiki     Search/Social  Media   Monthly  NewsleQer     Answering  emails     SEO/SMO   Compliance  Test     Content  Strategy       Low  Effort,  Big  Wins       On  Page   Op:miza:on     Page  Titles,  Meta   Tags     HP  /  Sec:on  Pages     302/301  Redirects     Robots.txt  fixes     Error  Pages     Meta  Tags  /  Social   Tags  Op:miza:on       Rich  Snippets     Duplicate  Content     Canonical  Tags         Big  Projects  List     Videos  /  Photos     Mobile     Content  Ver:cal   Op:miza:on       Universal  SERPs     Rich  Snippets     Link  Building     Crawl  Efficiency       Social  Media     Syndica:on           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
  25. 25. #SMX #22D @JShehata #Bonus: Be a Good Person Approachable Available Share Knowledge Train and Train Again Invest in People, Develop Skills Optimize for Users not SE SEO
  26. 26. #SMX #22D @JShehata Thanks John Shehata @JShehata
  27. 27. #SMX #22D @JShehata SEO Roadmap •  Discover What are the main objectives of the site (sales, Pageviews, etc.) Know the Team (Design, IT, Legal, Editorial, Marketing, PM, Technology, Analytics) SWOT Analysis / Challenges and Opportunities Extensive Site Audit (GWT, Screaming Frog, 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
  28. 28. #SMX #22D @JShehata 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
  29. 29. #SMX #22D @JShehata Maximize Enterprise SEO •  Issues – Content Overlap – 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..
  30. 30. #SMX #22D @JShehata Maximize Enterprise SEO •  Questions to ask (before you start): SEO Budget Resources Legal Tools Usability Previous SEO? Previous link building??
  31. 31. #SMX #22D @JShehata 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
  32. 32. #SMX #22D @JShehata 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]
  33. 33. #SMX #22D @JShehata 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  Op:miza:on   –  Money  Terms   –  Top  10  Paid  Keywords  -­‐  PPC   –  Top  Keywords   –  2nd  Page  Rankings   –  Top  Exit  Pages  (Bounce  rate)  
  34. 34. #SMX #22D @JShehata Low Hanging Fruits 2nd Page Rankings 1 KWs = 1,000,000 Total Local Volume If #11 generates 2% CTR And #10 generates 4% CTR Moving 1 KWs from page #2 to page #1 will generate 20K more clicks Low CTR-High Ranking Terms
  35. 35. #SMX #22D @JShehata SEO Roadmap •  Big Wins “Big Projects” Rich Media Optimization: Videos, Photo Galleries, Etc. Mobile SEO Content Verticals Optimization (entertainment, tech, etc.) Universal SERP Optimization (News, Videos, Shopping, Local, Google+, etc.) Rich Snippets Link Building Campaigns Crawl Efficiency / Duplicate Content / URL Architecture Syndication Social Media       Discover Inform Quick Wins Big Wins Support Report & Analyze
  36. 36. #SMX #22D @JShehata 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 design and tech projects       Discover Inform Quick Wins Big Wins Support Report & Analyze
  37. 37. #SMX #22D @JShehata 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
  38. 38. #SMX #22D @JShehata Thank You @JShehata

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