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Enterprise SEO - The World Is In Your Hands By Garth O'Brien

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From the SMX Advanced Conference in Seattle, Washington, June 22-23, 2016. SESSION: Advanced Enterprise SEOs, Unite!. PRESENTATION: Enterprise SEO: The World Is In Your Hands - Given by Garth O'Brien, ishop - GoDaddy, Director & Global Head of SEO. #SMX #12A

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Enterprise SEO - The World Is In Your Hands By Garth O'Brien

  1. 1. #SMX #12A @garthobrien TITLE SLIDE ALTERNATIVE LAYOUT w/ *EXAMPLE* IMAGE (SWAP IN YOUR OWN AS NEEDED)ENTERPRISE SEO – THE WORLD IS IN YOUR HANDS What You Need to be Successful
  2. 2. #SMX #12A @garthobrien Garth O’Brien twitter.com/garthobrien linkedin.com/in/garthobrien https://plus.google.com/+GarthOBrien http://www.garthobrien.com/
  3. 3. #SMX #12A @garthobrien You Need PASSION •  You will need to understand every aspect of your web ecosystem •  You will need to change company culture •  You will need to forge cross-team collaboration •  You will need to advocate for support and funding •  You will need to firmly believe in your strategy • People will need to trust your leadership and vision
  4. 4. #SMX #12A @garthobrien You Need to NEVER ASSUME •  Awesome keyword ranking does not mean all SEO best practices have been deployed •  UNCOVER every stone and look at everything
  5. 5. #SMX #12A @garthobrien You Need to OVERCOME THE USUAL SUSPECTS •  Geo-Targeting •  XML Sitemaps •  Mobile •  Robots.txt Management •  URL Architecture •  Crawl Errors •  Inbound Link Management •  Content Production •  Localization •  Content Management System(s)
  6. 6. #SMX #12A @garthobrien You Need to EVANGELIZE & EDUCATE TRAIN everyone responsible for building, designing and publishing web content •  Social Media, Engineering, Marketing, PR, Executives, Content, UX, Product, Agencies Establish a basic SEO understanding across the organization or your work will be undone •  SHIFT from reactive to proactive
  7. 7. #SMX #12A @garthobrien You Need to BUILD RELATIONSHIPS The secret to implementation •  Be nice •  Support other’s success •  Acknowledge other’s contributions •  Get to know the people you rely upon
  8. 8. #SMX #12A @garthobrien You Need to RECOGNIZE WHEN YOU NEED HELP •  Time to expand your team? •  Anyone up for sabbatical or extended leave? •  Can you secure contractor help? •  Can you effectively manage multiple languages? •  Consider an in-house / agency hybrid approach
  9. 9. #SMX #12A @garthobrien You Need TOOLS You will never survive with manual process •  Keyword monitoring •  Searchmetrics, Brightedge, Conductor •  Inbound links and social activity •  Majestic, Ahrefs, Moz •  Crawl help •  DeepCrawl, Screaming Frog, Xenu •  Webmaster Tools
  10. 10. #SMX #12A @garthobrien You Need to COLLECT SUPPORTING EVIDENCE Some SEO projects are very expensive •  Research, research, research •  Leverage CTR studies and analytics •  Understand your conversion rate and revenue •  Will this project benefit others?
  11. 11. #SMX #12A @garthobrien You Need to LEAD & PROJECT CONFIDENCE •  Set your strategy – Content & Technical •  Create your roadmap •  Communicate your plan •  Broadcast the success
  12. 12. #SMX #12A @garthobrien Appendix
  13. 13. #SMX #12A @garthobrien Simple Projections & Estimator Equation Organic Rank Organic CTR Monthly Avg Annual Avg Projected Annual Clicks Projected Conversions Avg Order Size 1 0.1731 Enter # here =C2*12 =D2*B2 =E2*0.05 =F2*20 2 0.1092 3 0.0789 4 0.0580 5 0.0418 6 0.0297 7 0.0236 8 0.0210 9 0.0187 10 0.0138 •  CTR from past studies and adjusted for new Google SERP Organic Rank Organic CTR Monthly Avg Annual Avg Projected Annual Clicks Projected Conversions Avg Order Size 1 0.1731 30,000 360,000 62,323 3,116 $62,323.20 2 0.1092 30,000 360,000 39,343 1,967 $39,342.60 3 0.0789 30,000 360,000 28,433 1,422 $28,432.80 4 0.0580 30,000 360,000 20,898 1,045 $20,898.00 5 0.0418 30,000 360,000 15,064 753 $15,064.20 6 0.0297 30,000 360,000 10,715 536 $10,715.40 7 0.0236 30,000 360,000 8,523 426 $8,523.00 8 0.0210 30,000 360,000 7,580 379 $7,579.80 9 0.0187 30,000 360,000 6,761 338 $6,760.80 10 0.0138 30,000 360,000 4,995 250 $4,995.00 1.  Tally up search volume 2.  Know your organic conversion rate 3.  Know your organic average order size A B C D E F G $20.005.0%
  14. 14. #SMX #12A @garthobrien Page Creation Prioritization 1.  List the primary target keyword 2.  Show your projected click and conversion total 3.  Show them the MONEY Projected Annual Clicks Customer Organic Annual AOS Page if all keywords ranked #1 Conversion Rate 5.5% $35.00 Valen?nes Day Quotes 109,751 6,036 $211,270.97 Valen?nes Day Poems 71,505 3,933 $137,648.06 Valen?nes Day GiI Ideas 32,221 1,772 $62,025.61 Valen?nes Day Sayings 16,993 935 $32,712.41 Valen?nes Dinner Ideas 16,287 896 $31,352.72 History of Valen?nes Day 14,314 787 $27,553.61 An?-Valen?nes Day 11,343 624 $21,834.93 Valen?nes Day Songs 6,004 330 $11,557.32
  15. 15. #SMX #12A @garthobrien LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX

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