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Enterprise SEO By John Shehata

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From the SMX East Conference in New York City, September 27-29, 2016. SESSION: Building A World-Class Enterprise SEO Team. PRESENTATION: Enterprise SEO - Given by John Shehata, @jshehata - CondeNast, Vice President, SEO. #SMX #31A2

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Enterprise SEO By John Shehata

  1. 1. #SMX #31A2 @JShehata Enterprise SEO John Shehata Sept 2016 1
  2. 2. #SMX #31A2 @JShehata2
  3. 3. #SMX #31A2 @JShehata3
  4. 4. #SMX #31A2 @JShehata 1. Develop Technical Skills 4
  5. 5. #SMX #31A2 @JShehata Develop Analytics/Excel Skills • GSC (Search Queries) • Google GA / Omniture • KWs Metrics • Rankings • APIs • Screaming Frog • MOZ Top Pages • Crawl Errors 5
  6. 6. #SMX #31A2 @JShehata 2. Understand Your Technology • CMS • Frontend / JS web frames • APIs • etc 6
  7. 7. #SMX #31A2 @JShehata 3. Build Relationships Communicate in Person, Emails are not enough 7
  8. 8. #SMX #31A2 @JShehata #SEOThursdayDonuts 8
  9. 9. #SMX #31A2 @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 “is it doable?” 9
  10. 10. #SMX #31A2 @JShehata NEVER Tell a Developer “it is easy” Dev is marketer’s best ally or worst enemy 10
  11. 11. #SMX #31A2 @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 11
  12. 12. #SMX #31A2 @JShehata 6. Show Value 12
  13. 13. #SMX #31A2 @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 13
  14. 14. #SMX #31A2 @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 Experiments  Earn a reputation that your recommendations work 14
  15. 15. #SMX #31A2 @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 15
  16. 16. #SMX #31A2 @JShehata 10. Choose your Battles Wisely Prioritize / Ask your manager to prioritize your work 16
  17. 17. #SMX #31A2 @JShehata 11. Stop Long Emails • Executive Summary • Tell A Story • Promote your success • Use Numbers 17
  18. 18. #SMX #31A2 @JShehata 12. Stop Whatever Doesn’t Provide Value Tasks Reports Meetings etc. 18
  19. 19. #SMX #31A2 @JShehata 13. Center of Excellence [COE] SEO Ambassadors (across sites, global, editorial, IT)  Badges / Compliance Certificate  Train the trainer 19 Highlight the Champ
  20. 20. #SMX #31A2 @JShehata 14. Ongoing Education • Bi-Weekly / Monthly / Quarterly Training • New Hires • Wiki • FAQ • BPGs 20
  21. 21. #SMX #31A2 @JShehata 15. We are Consultants!! We provide recommendations to other teams to implement!! 21
  22. 22. #SMX #31A2 @JShehata 16. SEO is Evolving SEO is not dead, it is Evolving, and so must you too!! 22
  23. 23. #SMX #31A2 @JShehata 17. Develop A Content Marketing Strategy  Editorial calendar  Evergreen content  Product Reviews  Best/Worst Lists  Trending topics  National vs. Local Content  FAQs 23
  24. 24. #SMX #31A2 @JShehata 18. Mobile SEO Desktop is no longer your main platform  AMP  Mobile  App Store Optimization  Social  YouTube  Etc. 24
  25. 25. #SMX #31A2 @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 25
  26. 26. #SMX #31A2 @JShehata 20. Less Is More • Focused recommendations • Focused emails • Focused reports • etc. 26
  27. 27. #SMX #31A2 @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/desi gn comps review breadcrumbs placements text placement social integrations H1 heading tags SEO recommendatio ns 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 27
  28. 28. #SMX #31A2 @JShehata #Bonus: Be a Good Person Approachable Available Share Knowledge Train and Train Again Invest in People, Develop Skills SEO 28
  29. 29. #SMX #31A2 @JShehata #Bonus: Hire for Talent, Train for Skill Approachable Available Share Knowledge Train and Train Again Invest in People, Develop Skills SEO 29
  30. 30. #SMX #31A2 @JShehata30

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