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Jon Henshaw
Co-founder & President of Raven Tools
jon@raventools.com
@RavenJon
Overcoming the Challenges of Enterprise SEO...
1
2
3
4
Site Auditing
Marketing Reports
Research
Analytics raventools.com
The challenge of many
properties
Perfect World One Site
Real World
Different country specific TLDs, sub-
domains, CMSs, and product and support
sites
1. Take Inventory
You will never be able to fix
everything at once
Determine the lowest hanging fruit
Create a list of all properties
Use a spreadsheet or a document with a grid.
Evaluate t...
2. Methodically Fix Issues
Automatically find onpage SEO
problems using site auditing
software
Focus on more critical issues
first
Page errors, blocked pages, missing meta data, broken images and links
Implementing or fixing just one
thing can provide significant lift
Page Titles, Caching, HTTP/2, Gzip Compression
“The SEO that changes everything at once on an
enterprise site will suffer a long and horrible death.”
- Me, just now
3. Seriously, don’t do it!
No guarantee the changes will
be implemented correctly
The more changes you launch at
the same time, the more difficult it
will be to understand and fix new
problems
Risks include de-indexing and/or
adversely affecting SERPs
“The cautious SEO that goes step-by-step with an
enterprise site probably won’t suffer a long and
horrible death.”
- Also ...
4. Fighting the good fight
A degree in psychology is always helpful
(Not practical, but helpful)
Observe and learn
Get a better understanding of company politics and people before going to battle
Use what you learn to get what you want
(Ethically of course)
Find ways that will work
If you can’t get WordPress on the main site, request a sub-domain
5. Convincing people you’re not
an idiot: A success story
Once upon a time there was this
SEO that worked at an
international TV and online news
company…
Nobody would listen to this SEO
After this SEO observed and
learned how things got done, he
devised a plan
He befriended a journalist and
convinced them to let him write
Page Titles and Headlines for a
week
Organic traffic and sessions
skyrocketed for those posts and he
eventually taught the rest of the
journalists
He became indispensable on big
events, like elections, because of his
knowledge of trending topics and
keywords
Then he quit and found a better job
Thank Y u
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Overcoming the Challenges of Enterprise SEO

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A practical guide to achieving the impossible. Presented at Dreamforce session: "Enterprise SEO: Managing Large SEO Programs"

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Overcoming the Challenges of Enterprise SEO

  1. 1. Jon Henshaw Co-founder & President of Raven Tools jon@raventools.com @RavenJon Overcoming the Challenges of Enterprise SEO A practical approach to achieving the impossible
  2. 2. 1 2 3 4 Site Auditing Marketing Reports Research Analytics raventools.com
  3. 3. The challenge of many properties
  4. 4. Perfect World One Site
  5. 5. Real World Different country specific TLDs, sub- domains, CMSs, and product and support sites
  6. 6. 1. Take Inventory
  7. 7. You will never be able to fix everything at once
  8. 8. Determine the lowest hanging fruit Create a list of all properties Use a spreadsheet or a document with a grid. Evaluate the performance Research and report on organic traffic and its related events and conversion rates. Identify any technological hurdles Include items like proprietary CMS or difficult to work with IT ;) Prioritize changes based on biggest gains versus lowest hurdles Do what you can now while you prepare for bigger challenges. 1 2 3 4
  9. 9. 2. Methodically Fix Issues
  10. 10. Automatically find onpage SEO problems using site auditing software
  11. 11. Focus on more critical issues first Page errors, blocked pages, missing meta data, broken images and links
  12. 12. Implementing or fixing just one thing can provide significant lift Page Titles, Caching, HTTP/2, Gzip Compression
  13. 13. “The SEO that changes everything at once on an enterprise site will suffer a long and horrible death.” - Me, just now
  14. 14. 3. Seriously, don’t do it!
  15. 15. No guarantee the changes will be implemented correctly
  16. 16. The more changes you launch at the same time, the more difficult it will be to understand and fix new problems
  17. 17. Risks include de-indexing and/or adversely affecting SERPs
  18. 18. “The cautious SEO that goes step-by-step with an enterprise site probably won’t suffer a long and horrible death.” - Also me, just now
  19. 19. 4. Fighting the good fight
  20. 20. A degree in psychology is always helpful (Not practical, but helpful)
  21. 21. Observe and learn Get a better understanding of company politics and people before going to battle
  22. 22. Use what you learn to get what you want (Ethically of course)
  23. 23. Find ways that will work If you can’t get WordPress on the main site, request a sub-domain
  24. 24. 5. Convincing people you’re not an idiot: A success story
  25. 25. Once upon a time there was this SEO that worked at an international TV and online news company…
  26. 26. Nobody would listen to this SEO
  27. 27. After this SEO observed and learned how things got done, he devised a plan
  28. 28. He befriended a journalist and convinced them to let him write Page Titles and Headlines for a week
  29. 29. Organic traffic and sessions skyrocketed for those posts and he eventually taught the rest of the journalists
  30. 30. He became indispensable on big events, like elections, because of his knowledge of trending topics and keywords
  31. 31. Then he quit and found a better job
  32. 32. Thank Y u

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