Webinar with Craig Smith, Founder, and CEO of Trinity Insight, in which I talk about how to get more work done faster with fewer resources to drive the performance of your SEO program and increase traffic.

1. How to scale SEO work NOBODY wants
to do (including your competitors) to
rapidly grow traffic
By Craig Smith | Founder & CEO
Copyright 2020
Creative, development, and
optimization services for commerce.
+

2. SCALING SEO WORK || trinity.one
About Trinity & RankSense
TRINITY
● Creative, development, and optimization services for commerce.
● Email Marketing & Automation, UX Design & Development, Conversion
Optimization, SEO services
RANKSENSE
● Software to dynamically impact performance through cloud injected code
changes
● Integrates with Cloudflare CDN

3. SCALING SEO WORK || trinity.one
Our Goal
You leave here with a plan of attack

4. SCALING SEO WORK || trinity.one
Agenda
● Reality of Enterprise SEO
○ A day in the life
○ Priority pyramid
○ Biggest mistakes
○ System limitations
● SEO via the Cloud
○ 9 elements to optimize
● Fixing these Issues
○ Leveraging RankSense

5. SCALING SEO WORK || trinity.one
Reality of Enterprise SEO

6. SCALING SEO WORK || trinity.one
SEO is nothing without implementation
● Recommendations without change equals lost value
● Happens too often in mid market and enterprise
● Sometimes even worse, changes are incorrect and can
crush performance
Errors, resources and platform limitations
● Always competing for IT time versus other “mission
critical” areas
● Homegrown and commercial platforms are often
missing key SEO functions
Reality of Enterprise SEO

7. SCALING SEO WORK || trinity.one
A day in the life
SEO is complex with many moving
pieces, all these areas must be
buttoned up for max performance
To monitor and maintain is
paramount, in conjunction with
scaling content and link productivity
Reporting and Intel
- Keywords
- Rankings
- Competitors
- Dynamic Reporting &
Attribution
Technical Optimization
- Crawlability
- Indexation
- Performance
- Semantic/Schema
On-Page Targeting
- Metadata
- HTML Tags
- Canonicals
- Internal Linking
Content Production
- Category Expansion
- Blog & Editorial
- Visual, Video & Stories
Amplification
- Digital PR
- Guest Contributions
- Contests & Campaigns
- Influencer Outreach

8. SCALING SEO WORK || trinity.one
1
Amplification
Building links and brand exposure
through virality as well as outreach
efforts
3
On Page Targeting
Using core HTML elements on unique
pages to give Google “clues” into
where and how to rank your pages
5
Technical Foundation
Establishing the right technical
structure to enable Google to index
and serve as easily as possible
2
UX
Focusing on delivering a world class
experience that reduces bounces and
causes longer sessions.
4
Content Production
Create content on a consistent basis
that speaks to the challenges,
questions, and desires of your
audience
Establishing your “priority” SEO pyramid

9. SCALING SEO WORK || trinity.one
● Over-Indexation
○ Indexing more pages than needed (index bloat)
Biggest Mistakes
● Cannibalization
○ Having two or more pages target same phrase
● Architecture and Equity Flow
○ Having vital pages “buried” in your site
● Improper Targeting
○ Not using standard code practices to help Google
● Lack of Schema/Structured Data
○ Missing out on ways to max SERP real estate
● Platform Migrations
○ Improper transitioning of systems and data

10. SCALING SEO WORK || trinity.one
Mistake Impact
Robots.txt Configured
Incorrectly
Migration
Launched w/o SEO
Recommendations

11. SCALING SEO WORK || trinity.one
System Limitations
CMS and ECommerce Platforms are
not always built with SEO top of
mind
A thorough examination of your
platform will lead to a discovery of
missing functions
These limitations impact SEO growth
and the ability to scale at potential
● Navigation & Architecture
● Custom Page Titles
● Custom Page URLs
● Dynamic Meta Descriptions
● Custom Image ALT Tags
● Custom H1 Headings
● Canonical URLs
● Auto-Producing Structured
Data
● Integrated Publishing Platform
● Social Sharing
● Auto XML Sitemap Generation
● Domain Management
● IP address ownership
● 301 redirects
● Robots Noindex Capabilities
● Crawlable Reviews

12. SCALING SEO WORK || trinity.one
Performance
THE NEED FOR
SPEED!
Speed and performance is absolutely
paramount for SEO
Your website without question will see
SEO gains by reducing load times and
by delivering a mobile experience that
is fast on 3g/4g networks

13. SCALING SEO WORK || trinity.one
SEO via the cloud

14. SCALING SEO WORK || trinity.one
ConvEx | UX Methods

15. SCALING SEO WORK || trinity.one
ConvEx | UX Methods
What SEO factors can be optimized using Ranksense and the cloud?

16. SCALING SEO WORK || trinity.one
Source: Clickpoint.ca
Titles & Descriptions
Basic:
● SEO provides manually written
titles & metas
● Developer pushes live in batches
OR Content Manager publishes
manually
Advanced:
● SEO provides mix of manual &
concatenation Schema
● SEO advises & pushes live in
batches
Time:
Months → Weeks

17. SCALING SEO WORK || trinity.one
Robots.txt
Basic:
● SEO advises ad-hoc
● Developer modifies file
● Developer pushes live
Advanced:
● SEO reviews regularly
● SEO modifies file
● SEO pushes live
Time:
Days → Minutes
Will be
neglected by
Googlebot

18. SCALING SEO WORK || trinity.one
Canonical Tags
Source: SEOBility
Basic:
● No self-referencing tags
● SEO gives rules-based
directions
● Developer pushes live
Advanced:
● Self-referencing tags
● SEO gives rules & page-based
directives
● SEO advises & pushes live
Time:
Weeks → Hours

19. SCALING SEO WORK || trinity.one
Header Tags
Basic:
● SEO gives recommendations
● Copywriter writes content
● Content Manager publishes
manually & Developer changes
programmatically
Advanced:
● SEO gives recommendations
● SEO writes / optimizes content
● SEO publishes manually &
programmatically
Time:
Weeks → Minutes

20. SCALING SEO WORK || trinity.one
ALT Text
Basic:
● SEO gives recommendations
● Content Manager optimizes
manually or Developer
optimizes programmatically
Advanced:
● SEO gives recommendations
● SEO publishes manually &
programmatically
Time:
Weeks → Minutes
What Google sees
(the HTML)
What we see
(the image)

21. SCALING SEO WORK || trinity.one
Key insights for
better traffic!
Pagination
Basic:
● SEO provides directions
● Developer pushes live
Advanced:
● SEO provides directions
● SEO pushes live
Time:
Weeks → Minutes

22. SCALING SEO WORK || trinity.one
Basic:
● SEO provides directions
● Developer pushes live
Advanced:
● SEO provides directions
● SEO pushes live
Time:
Hours → Minutes
Rel=”ALT” Tags
Desktop
Mobile
<link rel=”alternate” href=“https://m.example.com/”>
<link rel=”canonical” href=“https://example.com/”>
https://www.example.com
https://m.example.com

23. SCALING SEO WORK || trinity.one
Blue Widgets
Image Source: Moz
These tags are some of the most complex in SEO,
deploy tags with caution and be sure to verify!Hreflang Tags
Basic:
● SEO provides directions
● Developer pushes live
Advanced:
● SEO provides directions
● SEO pushes live
Time:
Weeks → Hours
Blue Widgets
Blue Widgets
Which one do I
choose to
rank?! They’re
all the same!Blue Widgets

24. SCALING SEO WORK || trinity.one
Anchor Text
Basic:
● SEO, Content Manager,
Product Manager, etc. all share
recommendations
● Point person provides approval
● Content Manager makes
changes
● Developer pushes live
Advanced:
● SEO provides directions
● Point person provides approval
● SEO pushes live
Time:
Months → Days

25. SCALING SEO WORK || trinity.one
Fixing these issues!
Leveraging Rank Sense to grow SEO
ConvEx | User Experience Tests

26. SCALING SEO WORK || trinity.one
Continue the conversation with a totally, completely free strategy session designed for
immediate actionable results.
Free Diagnostic SEO Crawl
csmith@trinity.one

27. SCALING SEO WORK || trinity.one
ConvEx | UX Methods

28. Optimizing online engagements and experiences
Trinity | trinity.one
THANK
YOU