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Enterprise SEO Chaos By Patrick Stox

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From the SMX Advanced Conference in Seattle, Washington, June 22-23, 2016. SESSION: Advanced Enterprise SEOs, Unite!. PRESENTATION: Enterprise SEO Chaos - Given by Patrick Stox, @patrickstox - IBM, SEO Specialist. #SMX #12A

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Enterprise SEO Chaos By Patrick Stox

  1. 1. #SMX #12A @patrickstox The Fun And Challenges Of Enterprise SEO ENTERPRISE SEO CHAOS
  2. 2. #SMX #12A @patrickstox IBM has ~378,000 employees and operates in over 170 countries. Enterprises Are HUGE!
  3. 3. #SMX #12A @patrickstox Everything Has To Work Together
  4. 4. #SMX #12A @patrickstox You Have To Trust People Right?
  5. 5. #SMX #12A @patrickstox Because This Is How It Really Is
  6. 6. #SMX #12A @patrickstox Changes Happen Slowly
  7. 7. #SMX #12A @patrickstox There’s A Lot Of People
  8. 8. #SMX #12A @patrickstox Execs
  9. 9. #SMX #12A @patrickstox KPIs and Fuzzy Math
  10. 10. #SMX #12A @patrickstox Did we buy a cell phone company? Why Don’t We Rank For “Mobile”?
  11. 11. #SMX #12A @patrickstox That = optimize those 500k pages You Can Do That By Tomorrow Right?
  12. 12. #SMX #12A @patrickstox “Cute name that no one will ever search for” We Should Call This Product:
  13. 13. #SMX #12A @patrickstox It’s Not Official If It’s Not A PowerPoint
  14. 14. #SMX #12A @patrickstox And It Better Have A Visual
  15. 15. #SMX #12A @patrickstox It’s Like Walking On Eggshells
  16. 16. #SMX #12A @patrickstox Bring It Up And It’s Your Problem To Fix
  17. 17. #SMX #12A @patrickstox Others
  18. 18. #SMX #12A @patrickstox Whose Job Is It To Do This?
  19. 19. #SMX #12A @patrickstox Who Has Access To That?
  20. 20. #SMX #12A @patrickstox Why Is No One Doing That?
  21. 21. #SMX #12A @patrickstox Our Standards Say What? Who Updated Those?
  22. 22. #SMX #12A @patrickstox <meta name="keywords" I Really Have To Write Meta Keywords
  23. 23. #SMX #12A @patrickstox How Many Meetings For An Internal Link?
  24. 24. #SMX #12A @patrickstox Meetings In General
  25. 25. #SMX #12A @patrickstox Consultants
  26. 26. #SMX #12A @patrickstox Everyone’s An Expert
  27. 27. #SMX #12A @patrickstox Automated Reports
  28. 28. #SMX #12A @patrickstox No Real Insights
  29. 29. #SMX #12A @patrickstox Big Promises
  30. 30. #SMX #12A @patrickstox But XXX, an IBM Company ranks for “blah” IBM Doesn’t Rank For “blah”
  31. 31. #SMX #12A @patrickstox Like keywords in the URL are the most important ranking factor. Bad Information
  32. 32. #SMX #12A @patrickstox Installing Google Analytics will increase rankings. Weird Things
  33. 33. #SMX #12A @patrickstox You Want To Make That Full Size Hero Image 2x The Size?
  34. 34. #SMX #12A @patrickstox What’s Next, 10x Hero Images? Hey, it worked for content.
  35. 35. #SMX #12A @patrickstox They Can Do A Lot Of Harm
  36. 36. #SMX #12A @patrickstox Like orange is the best color for a CTA, and suddenly every CTA needs to be orange. They Say One Thing To The Right Person
  37. 37. #SMX #12A @patrickstox Some Are Okay
  38. 38. #SMX #12A @patrickstox The Problems
  39. 39. #SMX #12A @patrickstox There’s A Focus On One Page At A Time
  40. 40. #SMX #12A @patrickstox And Moving Forward
  41. 41. #SMX #12A @patrickstox Without Fixing Things Left Behind
  42. 42. #SMX #12A @patrickstox Each have their own problems. Multiple CMS Systems & Hard Coded Pages
  43. 43. #SMX #12A @patrickstox Various Numbered Subdomains (Different Servers)
  44. 44. #SMX #12A @patrickstox And CDNs
  45. 45. #SMX #12A @patrickstox Or it’s wrong Remember, Everything Has To Work Together
  46. 46. #SMX #12A @patrickstox 200 Status Codes Instead Of A 404
  47. 47. #SMX #12A @patrickstox One Of The Systems Has To Mask The URLs
  48. 48. #SMX #12A @patrickstox Anyone Ever Tried Deploying HREFLANG Alternate Tags Across Multiple CMS Systems?
  49. 49. #SMX #12A @patrickstox I’ve seen as many as 14 hops. Wow The Redirect Chains
  50. 50. #SMX #12A @patrickstox We Have How Many 404’s In Google Search Console?
  51. 51. #SMX #12A @patrickstox We Could At Least Throw Some 418s Google.com/teapot
  52. 52. #SMX #12A @patrickstox HTTP, HTTPS, WWW, WWW-##, subdomain., m., each folder, etc. We Have How Many Profiles In Search Console?
  53. 53. #SMX #12A @patrickstox One Of Our Internal Tools Only Added Data From One…
  54. 54. #SMX #12A @patrickstox Which is okay, if the redirects, internal linking, and canonicals are all set properly and the page doesn’t move. Our Last Hop To Numbered Subdomains Uses A 302 302
  55. 55. #SMX #12A @patrickstox No Canonicals Canonicaled to homepage Copied a page without changing Trailing slash issues Index page issues Typed the canonical wrong HTTP/HTTPS issues Canonical Issues
  56. 56. #SMX #12A @patrickstox And m. paths One CMS Made All Links Relative, Including Canonicals //
  57. 57. #SMX #12A @patrickstox We’ve Redirected To One Version, Canonicaled To A Second, And Internally Linked To A Third
  58. 58. #SMX #12A @patrickstox We’ve Redirected An Entire Domain To A Single Page
  59. 59. #SMX #12A @patrickstox Redirected All To Homepage
  60. 60. #SMX #12A @patrickstox Wrote The Redirect Wrong In Every Possible Way
  61. 61. #SMX #12A @patrickstox Who Remembers Blekko? Failed To Redirect
  62. 62. #SMX #12A @patrickstox Well, you got 14 right. “I Put In Redirects For Those 35 Pages”
  63. 63. #SMX #12A @patrickstox Failed To Bring Over Content
  64. 64. #SMX #12A @patrickstox Stripped Good Content Down To One Paragraph
  65. 65. #SMX #12A @patrickstox Wrote Confusing Marketing Jargon
  66. 66. #SMX #12A @patrickstox Have to fight for internal links, and good luck getting one group to canonical or redirect a page to another. So Much Internal Competition For Keywords
  67. 67. #SMX #12A @patrickstox And Duplicated Efforts Between Paid & Organic
  68. 68. #SMX #12A @patrickstox We Made The Menu With JavaScript
  69. 69. #SMX #12A @patrickstox And Our Developers Are Loving Angular
  70. 70. #SMX #12A @patrickstox Launch Press Releases Before We Have Pages
  71. 71. #SMX #12A @patrickstox So Many URL Parameters
  72. 72. #SMX #12A @patrickstox Most Aren’t Excluded In Robots.txt
  73. 73. #SMX #12A @patrickstox http://ohgm.co.uk/host-a-website-inside-robots-txt/ And We Didn’t Put A Website In Our Robots.txt
  74. 74. #SMX #12A @patrickstox This prevented hundreds of thousands of pages from being indexed. Single URL Parameter Setting In Google Search Console Was Set To Pagination
  75. 75. #SMX #12A @patrickstox HTTP, HTTPS, m., trailing slash, without a trailing slash, index pages, URL parameters. I’ve seen 24 versions of the same page. So Many Versions Of A URL
  76. 76. #SMX #12A @patrickstox Migrate, Reverse Proxy, ??? Bringing A Domain In
  77. 77. #SMX #12A @patrickstox Spell Everything Out
  78. 78. #SMX #12A @patrickstox Every Little Thing Is A Big Issue
  79. 79. #SMX #12A @patrickstox Because Everything Is Done On A Huge Scale
  80. 80. #SMX #12A @patrickstox Collaboration Is The Key
  81. 81. #SMX #12A @patrickstox So Is Education
  82. 82. #SMX #12A @patrickstox There’s So Much Opportunity
  83. 83. #SMX #12A @patrickstox Everything Just Needs To Work Together
  84. 84. #SMX #12A @patrickstox Just Remember…
  85. 85. #SMX #12A @patrickstox LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX

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