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The Best SEO Platforms For Large Scale Sites

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From the SMX West Conference in San Jose, California, March 3-5, 2015. SESSION: SEO Platforms For Large Scale Websites. PRESENTATION: The Best SEO Platforms For Large Scale Sites - Given by Michael Nguyen, @dyn4mik3 - Connexity, Shopzilla, Director of SEO. #SMX #14A

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The Best SEO Platforms For Large Scale Sites

  1. 1. MARCH 3, 2015 SEO Platforms for Large Scale Sites Michael Nguyen Director, SEO @dyn4mik3
  2. 2. searchmarketingexpo.com @dyn4mik3 #SMX #14a Obsessed with scaling / automating SEO platforms. • 10+ years in the industry • Lead SEO for Connexity (previously Shopzilla) • Technical SEO • Large Sites • Big Brands Michael Nguyen Director, SEO
  3. 3. searchmarketingexpo.com @dyn4mik3 #SMX #14a • Too big to fit in your head. Examples: • Networks of sites • Sites with thousands – millions of pieces of content • Enterprise sites • Long tail businesses Large Sites What is “large”?
  4. 4. searchmarketingexpo.com @dyn4mik3 #SMX #14a Large Sites = Big Problems
  5. 5. searchmarketingexpo.com @dyn4mik3 #SMX #14a Millions of Products or Items
  6. 6. searchmarketingexpo.com @dyn4mik3 #SMX #14a Duplicate Content & Canonical Issues
  7. 7. searchmarketingexpo.com @dyn4mik3 #SMX #14a Crawl Efficiency
  8. 8. searchmarketingexpo.com @dyn4mik3 #SMX #14a Shifting Inventory
  9. 9. searchmarketingexpo.com @dyn4mik3 #SMX #14a Shifting Search Demand
  10. 10. searchmarketingexpo.com @dyn4mik3 #SMX #14a Discovery Optimization Problem
  11. 11. searchmarketingexpo.com @dyn4mik3 #SMX #14a • Organize Content Better • Surface Important Content • Improve Content Value Make It Easier for Users to Find Content
  12. 12. searchmarketingexpo.com @dyn4mik3 #SMX #14a Checklist
  13. 13. searchmarketingexpo.com @dyn4mik3 #SMX #14a Identify Valuable Content Figure out what pages / products are valuable and optimize around that data.
  14. 14. searchmarketingexpo.com @dyn4mik3 #SMX #14a Keyword Research Make sure you are using natural language and not jargon.
  15. 15. searchmarketingexpo.com @dyn4mik3 #SMX #14a Site Architecture Manually create a Taxonomy with the help of Information Architects and Keyword Research.
  16. 16. searchmarketingexpo.com @dyn4mik3 #SMX #14a Content for Category Pages Manually create content for landing pages to merchandise products / content.
  17. 17. searchmarketingexpo.com @dyn4mik3 #SMX #14a Flag Duplicate Content Audit content and map duplicate to a canonical URL or removal.
  18. 18. searchmarketingexpo.com @dyn4mik3 #SMX #14a Enforce a Canonical URL Audit content and map duplicate to a canonical URL.
  19. 19. searchmarketingexpo.com @dyn4mik3 #SMX #14a Temporary: Keep it up Deal with Stale Inventory Audit content / products for removal and canonicalization. Permanent: Redirect or 404
  20. 20. searchmarketingexpo.com @dyn4mik3 #SMX #14a • <link rel=“next”> • <link rel=“prev”> • <link rel=“canonical”> • <link rel=“nofollow”> • robots.txt Deal with Pagination & Facets Create rules for managing crawl and technical SEO. Control the crawl.
  21. 21. searchmarketingexpo.com @dyn4mik3 #SMX #14a Promote High Quality Content Remove the junk. Market the good. Be selective.
  22. 22. searchmarketingexpo.com @dyn4mik3 #SMX #14a Build Category Linking Support Link to categories & subcategories in all key areas (homepage, global nav, sitemaps, etc).
  23. 23. searchmarketingexpo.com @dyn4mik3 #SMX #14a Cross Link Everything Relevant Flatten the crawl architecture by linking across deep pages. Remember links come in from anywhere.
  24. 24. searchmarketingexpo.com @dyn4mik3 #SMX #14a Awesome. Done.
  25. 25. searchmarketingexpo.com @dyn4mik3 #SMX #14a Not So Fast.
  26. 26. searchmarketingexpo.com @dyn4mik3 #SMX #14a Dealing with Change Inventory and businesses change. Not a one time deal.
  27. 27. searchmarketingexpo.com @dyn4mik3 #SMX #14a Doing it Manually Does Not Scale Too much to cover. Many variables to manage.
  28. 28. searchmarketingexpo.com @dyn4mik3 #SMX #14a The Answer = Automation Scale your operation with technology and process. Build a platform for SEO.
  29. 29. searchmarketingexpo.com @dyn4mik3 #SMX #14a How to Automate
  30. 30. searchmarketingexpo.com @dyn4mik3 #SMX #14a Identify Routine Tasks
  31. 31. searchmarketingexpo.com @dyn4mik3 #SMX #14a Start Small Automate very small tasks to start.
  32. 32. searchmarketingexpo.com @dyn4mik3 #SMX #14a Improve Operational Efficiency Focus on speeding up processes.
  33. 33. searchmarketingexpo.com @dyn4mik3 #SMX #14a Test and Validate Double check that the platform works the way you expect.
  34. 34. searchmarketingexpo.com @dyn4mik3 #SMX #14a Automation Cycle Human  Cyborg  Robot
  35. 35. searchmarketingexpo.com @dyn4mik3 #SMX #14a Keep in Mind the Bigger Picture Always be thinking about the overall platform.
  36. 36. searchmarketingexpo.com @dyn4mik3 #SMX #14a Great SEO Platforms
  37. 37. searchmarketingexpo.com @dyn4mik3 #SMX #14a Make the Core Product Better
  38. 38. searchmarketingexpo.com @dyn4mik3 #SMX #14a Enable Testing and Experimentation
  39. 39. searchmarketingexpo.com @dyn4mik3 #SMX #14a Leverage Big Data
  40. 40. searchmarketingexpo.com @dyn4mik3 #SMX #14a Combine Data and Expert Intuition
  41. 41. searchmarketingexpo.com @dyn4mik3 #SMX #14a Examples
  42. 42. searchmarketingexpo.com @dyn4mik3 #SMX #14a Data Gathering Stop doing it by hand.
  43. 43. searchmarketingexpo.com @dyn4mik3 #SMX #14a Dynamic Content Management Variable based touchpoints.
  44. 44. searchmarketingexpo.com @dyn4mik3 #SMX #14a Product Recommendations Great for spreading link value and indexing deeper content.
  45. 45. searchmarketingexpo.com @dyn4mik3 #SMX #14a Related Searches Useful for targeting category / generic concepts.
  46. 46. searchmarketingexpo.com @dyn4mik3 #SMX #14a Page Scoring KPI based evaluation of content.
  47. 47. searchmarketingexpo.com @dyn4mik3 #SMX #14a Duplicate Content Classification Ensure that you only promote your most useful content.
  48. 48. searchmarketingexpo.com @dyn4mik3 #SMX #14a Backlink Classification Easily audit large amounts of backlinks.
  49. 49. searchmarketingexpo.com @dyn4mik3 #SMX #14a Crawler & Log Based Auditing Flag issues before they are a problem.
  50. 50. searchmarketingexpo.com @dyn4mik3 #SMX #14a Tips & Lessons Learned
  51. 51. searchmarketingexpo.com @dyn4mik3 #SMX #14a Get to Good Enough
  52. 52. searchmarketingexpo.com @dyn4mik3 #SMX #14a Get Value Out of Each Step
  53. 53. searchmarketingexpo.com @dyn4mik3 #SMX #14a • Crawling: Deepcrawl / Botify • Analytics: GA / GWT • SERPs: AuthorityLabs • Links: Linkdex / Moz / Majestic APIs Are Your Friends Offload tasks and data gathering.
  54. 54. searchmarketingexpo.com @dyn4mik3 #SMX #14a • Keyword Data • Relevancy Scores Utilize Internal Search Engine Use a search engine to understand search engine concepts.
  55. 55. searchmarketingexpo.com @dyn4mik3 #SMX #14a • Many SEO “problems” are answered in other fields of expertise • Open source tools: Mahout, Hadoop, HBase Leverage Data & Search Science Tap into other sources of knowledge.
  56. 56. searchmarketingexpo.com @dyn4mik3 #SMX #14a • Log everything • Track key metrics • Analyze later Instrumentation is Important You need to know what is going on.
  57. 57. searchmarketingexpo.com @dyn4mik3 #SMX #14a Feedback Loops Build a way to learn from the data that is gathered.
  58. 58. searchmarketingexpo.com @dyn4mik3 #SMX #14a Future of SEO
  59. 59. searchmarketingexpo.com @dyn4mik3 #SMX #14a • As SEOs we need better platforms and tools. • Create your own or partner with experts to build it yourself. Data + Marketing + Product + Tools
  60. 60. searchmarketingexpo.com @dyn4mik3 #SMX #14a SEO Platforms Force multipliers for SEOs.
  61. 61. searchmarketingexpo.com @dyn4mik3 #SMX #14a

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