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Tips for big site SEO - Andrew Smith - SearchNorwich 9


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SEO can be a challenge at the best of times but when working on hundreds of large sites with a small team it can become overwhelming.

Find out how to setup your reports right from the beginning to keep it lightweight and consistent. Some interesting tools to tackle SEO challenges and ways of organising your team to stay focused on what matters most.

Published in: Marketing
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Tips for big site SEO - Andrew Smith - SearchNorwich 9

  1. 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 2
  2. 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 3
  3. 3. A few tips for doing big site SEO 4
  4. 4. 5 #1 Standardise your reporting
  5. 5. I see a lot of teams like this... “S************t we need to do the slides for our SEO update!” 6
  6. 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 7
  7. 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. 8. 9 #2 Monitor for cockups & clean house
  9. 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. 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 11
  11. 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. 12. 13 #3 Leverage your information architecture
  13. 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. 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. 15. Some example sites getting it right 16 Retail i.e. Etsy Travel i.e.Home2go Jobs i.e CV Library
  16. 16. Last tip #4 Run a/b tests start simple, try title tags 17
  17. 17. Useful tools for all these things 18 - 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. 18. Thank you. Twitter: @smiyff 19