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Enterprise SEO Chaos - SMX Advanced 2016

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Enterprise SEO Chaos - SMX Advanced 2016

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Enterprise SEO Chaos - SMX Advanced 2016

  1. 1. #SMX #XXA @patrickstox The Fun And Challenges Of Enterprise SEO ENTERPRISE SEO CHAOS
  2. 2. #SMX #XXA @patrickstox Every Little Thing Is A Big Issue
  3. 3. #SMX #XXA @patrickstox Because Everything Is Done On A Huge Scale
  4. 4. #SMX #XXA @patrickstox IBM has ~378,000 employees and operates in over 170 countries. Enterprises Are HUGE!
  5. 5. #SMX #XXA @patrickstox Collaboration Is The Key
  6. 6. #SMX #XXA @patrickstox So Is Education
  7. 7. #SMX #XXA @patrickstox There’s So Much Opportunity
  8. 8. #SMX #XXA @patrickstox Everything Has To Work Together
  9. 9. #SMX #XXA @patrickstox This Is How It Really Is
  10. 10. #SMX #XXA @patrickstox There’s A Lot Of People
  11. 11. #SMX #XXA @patrickstox You Can’t Do Everything Yourself
  12. 12. #SMX #XXA @patrickstox Changes Happen Slowly
  13. 13. #SMX #XXA @patrickstox You Have To Set Expectations
  14. 14. #SMX #XXA @patrickstox Did we buy a cell phone company? Why Don’t We Rank For “Mobile”?
  15. 15. #SMX #XXA @patrickstox That = optimize those 500k pages You Can Do That By Tomorrow Right?
  16. 16. #SMX #XXA @patrickstox Enterprise Practices
  17. 17. #SMX #XXA @patrickstox “Cute name that no one will ever search for” We Should Call This Product:
  18. 18. #SMX #XXA @patrickstox Wrote Confusing Marketing Jargon
  19. 19. #SMX #XXA @patrickstox It’s Not Official If It’s Not A PowerPoint
  20. 20. #SMX #XXA @patrickstox And It Better Have A Visual
  21. 21. #SMX #XXA @patrickstox Bring It Up And It’s Your Problem To Fix
  22. 22. #SMX #XXA @patrickstox Whose Job Is It To Do That? Who Has Access To That? Is Anyone Doing That?
  23. 23. #SMX #XXA @patrickstox Our Standards Say What? Who Updated Those?
  24. 24. #SMX #XXA @patrickstox <meta name="keywords" I Really Have To Write Meta Keywords
  25. 25. #SMX #XXA @patrickstox Doing Things In The Wrong Order
  26. 26. #SMX #XXA @patrickstox Meetings For An Internal Link?
  27. 27. #SMX #XXA @patrickstox Have to fight for internal links, and good luck getting one group to canonical or redirect a page to another. Internal Competition For Keywords
  28. 28. #SMX #XXA @patrickstox Duplicated Efforts
  29. 29. #SMX #XXA @patrickstox Meetings In General
  30. 30. #SMX #XXA @patrickstox Focus On One Thing At A Time
  31. 31. #SMX #XXA @patrickstox And Moving Forward
  32. 32. #SMX #XXA @patrickstox Without Fixing Things Left Behind
  33. 33. #SMX #XXA @patrickstox Consultants
  34. 34. #SMX #XXA @patrickstox They Can Do A Lot Of Harm
  35. 35. #SMX #XXA @patrickstox Everyone’s An Expert
  36. 36. #SMX #XXA @patrickstox Automated Reports
  37. 37. #SMX #XXA @patrickstox No Real Insights
  38. 38. #SMX #XXA @patrickstox Big Promises
  39. 39. #SMX #XXA @patrickstox IBM Doesn’t Rank For “blah” But XXX, an IBM Company ranks for “blah” They Don’t See The Whole Picture
  40. 40. #SMX #XXA @patrickstox Like keywords in the URL are the most important ranking factor. Bad Information
  41. 41. #SMX #XXA @patrickstox Installing Google Analytics will increase rankings. Weird Things
  42. 42. #SMX #XXA @patrickstox You Want To Make That Full Size Hero Image 2x The Size?
  43. 43. #SMX #XXA @patrickstox What’s Next, 10x Hero Images? Hey, it worked for content.
  44. 44. #SMX #XXA @patrickstox Like orange is the best color for a CTA, and suddenly every CTA needs to be orange. They Say One Thing To The Right Person
  45. 45. #SMX #XXA @patrickstox Some Are Good
  46. 46. #SMX #XXA @patrickstox The Problems With An Enterprise Website
  47. 47. #SMX #XXA @patrickstox Or it’s wrong Remember, Everything Has To Work Together
  48. 48. #SMX #XXA @patrickstox Various Numbered Subdomains (Different Servers)
  49. 49. #SMX #XXA @patrickstox Which is okay, if the redirects, internal linking, and canonicals are all set properly and the page doesn’t move. Our Last Hop To Numbered Subdomains Uses A 302 302
  50. 50. #SMX #XXA @patrickstox And CDNs
  51. 51. #SMX #XXA @patrickstox Migrate, Reverse Proxy, ??? Bringing A Domain In
  52. 52. #SMX #XXA @patrickstox Each have their own problems. Multiple CMS Systems & Hard Coded Pages
  53. 53. #SMX #XXA @patrickstox 200 Status Codes Instead Of A 404
  54. 54. #SMX #XXA @patrickstox Masking Unfriendly URLs So They Fit In The Architecture
  55. 55. #SMX #XXA @patrickstox Anyone Ever Tried Deploying HREFLANG Alternate Tags Across Multiple CMS Systems?
  56. 56. #SMX #XXA @patrickstox HTTP, HTTPS, m., trailing slash, without a trailing slash, index pages, URL parameters. I’ve seen 24 versions of the same page. So Many Versions Of A URL
  57. 57. #SMX #XXA @patrickstox No Canonicals Canonicaled to homepage Copied a page without changing Trailing slash issues Index page issues Typed the canonical wrong HTTP/HTTPS issues Canonical Issues
  58. 58. #SMX #XXA @patrickstox And m. paths One CMS Made All Links Relative, Including Canonicals
  59. 59. #SMX #XXA @patrickstox I’ve seen as many as 14 hops. Wow The Redirect Chains
  60. 60. #SMX #XXA @patrickstox Made The Menu With JavaScript
  61. 61. #SMX #XXA @patrickstox Developers Love Angular
  62. 62. #SMX #XXA @patrickstox So Many URL Parameters
  63. 63. #SMX #XXA @patrickstox http://ohgm.co.uk/host-a-website-inside-robots-txt/ And We Didn’t Put A Website In Our Robots.txt
  64. 64. #SMX #XXA @patrickstox This prevented hundreds of thousands of pages from being indexed. Single URL Parameter Setting In Google Search Console Was Set To Pagination
  65. 65. #SMX #XXA @patrickstox HTTP, HTTPS, WWW, WWW-##, subdomain., m., each folder, etc. How Many Profiles In Search Console?
  66. 66. #SMX #XXA @patrickstox How Many 404’s In Google Search Console?
  67. 67. #SMX #XXA @patrickstox One Of Our Internal Tools Only Added Data From One…
  68. 68. #SMX #XXA @patrickstox We Could At Least Throw Some 418s Google.com/teapot
  69. 69. #SMX #XXA @patrickstox Redirected Wrong In Every Possible Way
  70. 70. #SMX #XXA @patrickstox Redirected To One Version, Canonicaled To A Second, And Internally Linked To A Third
  71. 71. #SMX #XXA @patrickstox Redirected An Entire Domain To A Single Page
  72. 72. #SMX #XXA @patrickstox Redirected All To Homepage
  73. 73. #SMX #XXA @patrickstox Who Remembers Blekko? Failed To Redirect
  74. 74. #SMX #XXA @patrickstox “I Put In Redirects For Those 35 Pages” Well, you got 14 right. People Don’t Always Check Their Work
  75. 75. #SMX #XXA @patrickstox Failed To Bring Over Content
  76. 76. #SMX #XXA @patrickstox Stripped Good Content Down To One Paragraph
  77. 77. #SMX #XXA @patrickstox Just Remember…
  78. 78. #SMX #XXA @patrickstox Because Everything Is Done On A Huge Scale
  79. 79. #SMX #XXA @patrickstox Spell Everything Out
  80. 80. #SMX #XXA @patrickstox Constantly Educate
  81. 81. #SMX #XXA @patrickstox
  82. 82. #SMX #XXA @patrickstox LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX

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