Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

SEO for Enterprise: Stuff You Can Do Yourself!

2,771 views

Published on

SEO is dead. But is it? Well, it doesn't matter anyway because in the enterprise we have NO TIME and NO RESOURCES anyway. Well, this deck is here to save you. Here are about 9 things you can do yourself without the need for anyone else. Get after it.

Published in: Marketing, Technology, Design
  • Be the first to comment

SEO for Enterprise: Stuff You Can Do Yourself!

  1. 1. SEO is dead. You have no time. Welcome to BIG SITE SEO! SEARCH CHURCH November 2013 Adam Audette @audette
  2. 2. SEO IS DEAD
  3. 3. SEO IS DEAD
  4. 4. SEO IS DEAD
  5. 5. SEO IS DEAD
  6. 6. SEO IS DEAD
  7. 7. SEO IS DEAD
  8. 8. SEO IS DEAD
  9. 9. SEO IS DEAD
  10. 10. SEO IS DEAD
  11. 11. SEO IS FOR SURE SUPER DEAD
  12. 12. PAID : ORGANIC CLICKS IN B2B
  13. 13. SEO IS DEAD
  14. 14. SEO IS DEAD
  15. 15. SEO IS DEAD
  16. 16. SEO IS DEAD
  17. 17. SEO IS DEAD
  18. 18. SEO IS DEAD
  19. 19. SEO IS DEAD
  20. 20. PAID : ORGANIC CLICKS IN B2B
  21. 21. SEO IS NOT DEAD
  22. 22. MARKETING & INNOVATION
  23. 23. SEO cannot exist in a silo Digital Visibility SEO PPC Search PLAs CSEs Tech On-Page Links CSEs PLAs Display Display Social Search Outcome Paid Content Content Social Community Social Ads Management Website Website Social Ads
  24. 24. SEO WILL ALWAYS CHANGE
  25. 25. THE BLUE SKY…
  26. 26. YOU KNOW WHAT NEEDS TO BE DONE
  27. 27. BUT YOU HAVE NO TIME
  28. 28. YOU HAVE NO RESOURCES
  29. 29. SEO KNOWLEDGE IS NOT WIDESPREAD
  30. 30. LEADERSHIP WANT QUICK FIXES and SILVER BULLETS
  31. 31. WHAT YOU DON’T SHIP, DON’T COUNT
  32. 32. TIP #1 PROJECT THE OPPORTUNITY
  33. 33. PROJECT THE OPPORTUNITY
  34. 34. PROJECT THE OPPORTUNITY
  35. 35. PROJECT THE OPPORTUNITY Share of Voice for Top Terms 0.73% 1.71% allrecipes.com 3.17% drinks.com about.com 2.44% drinkmixer.com 2.93% 2.68% recipes.com chow.com
  36. 36. PROJECT THE OPPORTUNITY Not Present for High Priority KWs Drinks About Drinkmixer Allrecipes Recipes Chow 0 5 10 15 20 25 30 35 40
  37. 37. PROJECT THE OPPORTUNITY Monthly Share of Search Volume for High Priority KWs 250000 200000 150000 100000 50000 0 Chow Recipes Allrecipes Drinkmixer About Drinks
  38. 38. PROJECT THEKW Monthly Volume vs Earned High Priority OPPORTUNITY Traffic (Jul-Sep), 13,451 Monthly Volume, 358,610
  39. 39. PROJECT THE OPPORTUNITY
  40. 40. PROJECT THE OPPORTUNITY
  41. 41. PROJECT THE OPPORTUNITY Traffic Organic conversion % Leads / sales
  42. 42. LOTS OF TIPS STUFF YOU CAN DO YOURSELF
  43. 43. 1. GWT TOP PAGES REPORT
  44. 44. GWT TOP PAGES REPORT
  45. 45. 2. GET QUERY LEVEL DATA
  46. 46. (Not Provided) SUCKS!
  47. 47. INTERNAL-ish SOURCES Internal  Paid search query report  Site search data  GWT queries  New paid & organic report  Bing queries
  48. 48. ADWORDS SEARCH QUERY Good:  Actual queries that triggered paid ad  Data IS available via API
  49. 49. ADWORDS SEARCH QUERY Not so good:  Paid search ≠ organic search behavior  Have to be running paid ads  And there‟s this…
  50. 50. ADWORDS SEARCH QUERY Not so good:  "you‟ll only see search terms that were used by people at least 24 hours ago and have either received clicks in the past 30 days or were searched for by a significant number of people."
  51. 51. ADWORDS SEARCH QUERY Not so good:  "Any search terms that did not meet this criteria will be summed up in the 'Other search terms' row.”
  52. 52. ADWORDS SEARCH QUERY
  53. 53. SITE SEARCH DATA Good:  Hey, it‟s keyword data!
  54. 54. SITE SEARCH DATA Not so good:  Site search ≠ organic search  Your site probably has issues
  55. 55. GWT DATA Good:  The actual queries! FTW!  Impressions, avg. position, CTR
  56. 56. Uncovering (Not Provided)
  57. 57. GWT DATA Not so good:  Limited to ~2,000 queries per day  (there‟s a trick to expand this)  Queries are bucketed  Clicks ≤ 1 don‟t count  Data is „sanitized‟
  58. 58. PAID & ORGANIC ADWORDS REPORT Good:  Query data!  Impressions, avg. position, CTR  View of paid + organic
  59. 59. PAID & ORGANIC ADWORDS REPORT Not so good:  Not in the API  (at least not officially?)  You‟ve gotta‟ be running paid search!
  60. 60. BING / YAHOO! BABY Good:  You‟ve got actual organic query data  It‟s raw and unfiltered
  61. 61. BING / YAHOO! BABY Not so good:  Small segment of organic search  ~20% of RKG‟s clients‟ traffic
  62. 62. BING + YAHOO! = 20%
  63. 63. HOW ‘BOUT EXTERNAL SOURCES?
  64. 64. HOW ‘BOUT EXTERNAL SOURCES? External  Competitive insight tools (SEM Rush, Search Metrics, etc)  SEO analytics (Brightedge, SEO Clarity, etc)  Panel data (comScore, Alexa, Quantcast)
  65. 65. CONUNDRUM OF SCRAPED DATA What scraped data gives you:  Query data  Ranking position  Competitive insight  Ecosystem insight
  66. 66. 3. VERIFY MORE FOLDERS IN GWT Why verify more folders?  GWT limited to ~2,000 daily queries  You don‟t control what these are
  67. 67. 3. VERIFY MORE FOLDERS IN GWT Verify folders and subdomains  Requires folder structure like /drinks/whiskey  Gives individual account access / data  Can be used for subdomains, too
  68. 68. 4. ANALYZE LOG FILES Ask IT for 4 weeks of log files
  69. 69. 4. ANALYZE LOG FILES Ask IT for this:  Timestamp  URL requested  User agent (limit to Googlebot and Bingbot  Response code
  70. 70. Googlebot is spending most of its crawl allotment on two err pages, which could mean these pages return the wrong status code. Googlebot is crawling the same page with 3 separate URLs, which could indicate a canonicalization/duplication problem. These URLs with ?utm_source and ?creative_desc parameters shouldn‟t be indexed.
  71. 71. SERVER LOG ANALYSIS Look for:  Which URLs have the most requests?  Are there duplicate URLs?  Any language selector issues?  Are 404s returning the wrong status code?  Are parameters being indexed?
  72. 72. 5. ADD PARAMETER HANDLING RULES
  73. 73. 5. ADD PARAMETER HANDLING RULES WARNING: Use Care! Be holistic w/other tools.
  74. 74. TECHNICAL READING SEO tools for duplicate content: http://plotin.us/17ChBFp Robots.txt best practices for SEO: http://plotin.us/1gnC8Ae
  75. 75. LOG FILE TOOLS  Adam‟s: http://www.rimmkaufman.com/blog/seodiagnostics-tool/15072008/  Ian‟s: http://www.portent.com/blog/seo/log-files-forseo-32011.htm  Sawmill: http://www.sawmill.net/features.html  Splunk: http://www.splunk.com/download/
  76. 76. 6. SETUP SEO LUNCHES Use monthly „brown bags‟ for:  Building bridges across departments  Keeping other teams up to speed on changes  Finding out what projects are in the pipeline
  77. 77. 7. USE THE BATHROOM Put up “did you know” posters:  Did u know? SEO isn‟t about spamming search engines!  Did u know? When you permanently move a page use a 301.  Did u know? Your SEO team is in building Q and we‟ve got beer!
  78. 78. USE THE BATHROOM Put up “did you know” posters:  Did u know? SEO isn‟t about spamming search engines!  Did u know? When you permanently move a page use a 301.  Did u know? Your SEO team is in building Q and we‟ve got beer!
  79. 79. 8. CREATE A RUTHLESS ROADMAP Create a 2014 technical roadmap:  Be ruthless: what are THE TOP 3 technical SEO things that MUST be accomplished in 2014?  Say why they must be accomplished (back it up with data)  Build a business rationale with all that time you have don‟t have.  Have a year end meeting and set owners and timelines for 2014.
  80. 80. 9. TAKE (OVER) YOUR G+ The G+ is without country:  Does social own it? Marketing? Search?  In G+ you have a CMS and social channel at your fingertips  With rel publisher and authorship this is ever more important  Hummingbird-ness….
  81. 81. 10. QUORA FOR CONTENT IDEAS Quora and social sites vet for you:  What topics are most popular  What types of content get shared the most  Hat tip: Mike King @ipullrank  follow him
  82. 82. 11. STEAL YOUR COMPETITOR’S IDEAS
  83. 83. 12. INSIGHT FROM TWITTER
  84. 84. BUILD A REVERSE PROXY TOOL Why a reverse proxy tool:  Allows you to make SEO changes w/out need for IT or dev  Gives you flexibility to implement metadata, titles, and optimizations  Provides a relief for swamped dev teams, too
  85. 85. Lives here Marketing Engineering Spans this and more Merchandising UX Content
  86. 86. Marketing Engineering Merchandising UX Content 9 7
  87. 87. 9 8
  88. 88. Get your CEO thinking about SEO
  89. 89. Thank you Philly! Adam Audette @audette

×