1.
A little about
me
● SEO took me to London,
Seattle and Barcelona
● Hired Mark’s former
agency back in 2007
● Mostly do SEO and
ecommerce consulting
now
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2.
I enjoy {SEO|
Greyhat|
Blackhat|
Whitehat|
Inbound
marketing}
● Call it what you like but
the basis of SEO stays
the same
● It’s always evolving,
more to learn
● Lots of opportunity to be
creative and problem
solve
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3.
A few tips for doing big site SEO
4

4.
5
#1
Standardise
your
reporting

5.
I see a lot of teams like this...
“S************t we need to
do the slides for our SEO update!”
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6.
A few things to remember
1. Set the cadence -
Daily, weekly, monthly
2. Focus on the KPIs that
matter
3. Automate all you can,
set the format and
stick to it
4. Adjust for the
audience - Daily detail
for team, summary for
C level
5. Don’t forget the
competition
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7.
Google Datastudio works great
- Flexible for many data
sources, markets
- Easily add your budget
to track vs. target
- Perfect for views of
same data
- Create actionable
reports not just
performance tracking
8

8.
9
#2
Monitor for
cockups &
clean house

9.
A few things to watch out for
- Tracking issues
- Hacked pages / parasites
- Redirect changes
- Cloaking
- Adaptive behaviour
- Blocked resources
- Unexpected robots.txt
changes
- Pages being
mis-canonicalised
- Stray noindex / nofollow
- Hidden external links
10

10.
Fix what Google are telling you to
Obvious but surprising
how many sites don’t
- Fixes often scale well.
Does it apply to all
markets?
- Likely limiting visibility
- Can be simple small dev
items
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11.
Fast pages convert better, rank better
- Benefits more than SEO,
set a target
- Fixes often scale well.
Does it apply to all
markets?
- Even more important in
mobile first world
- Can be actioned quickly
12

12.
13
#3
Leverage
your
information
architecture

13.
Often see sites like this
14
- This one, 87% (200k+)
pages <20 internal links,
- Thousands of pages
underused
- Help bots decide what
pages are most
important

14.
There is another way...
15
- Think of pages in terms
of how they contribute
- Maximise internal
linking
- Match demand with
internal links
- This will sculpt internal
Pagerank using your
internal links
v1 internal links equity flow
v2 internal links equity flow
Head
Torso
Tail
Demand
URL count

15.
Some example sites getting it right
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Retail i.e. Etsy
Travel i.e.Home2go
Jobs i.e CV Library

16.
Last tip
#4 Run a/b tests
start simple, try title tags
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17.
Useful tools for all these things
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- Reporting: Google DS, some useful templates, more info here, here and
here
- Monitor robots.txt and other things: Robotto, Little Warden,
VisualPing
- Running smaller analysis crawls: Screamingfrog (has an internal
PageRank feature called LinkScore, it’s under crawl analysis)
Run bigger Screamingfrog crawls remotely on linux
- Log analysis + cloud based crawls: Oncrawl, Botify, Fandango
- Monitoring/vetting backlinks: SEMrush Toxic Links, Scrapebox,
Intelligiants, Cognitive, Ahrefs, Majestic, Moz,
- Internal links: Interesting read, Home2Go, Screamingfrog and cloud
based crawlers again

18.
Thank you.
Twitter: @smiyff
linkedin.com/in/smiyff/
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