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Tips for big site SEO - Andrew Smith - SearchNorwich 9
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
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
A few tips for doing big site SEO
4

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The Importance of E.A.T and Your Blog Strategy - Authoritas 'Tea-time SEO' Se...
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seoseo servicesseo software
5
#1
Standardise
your
reporting
I see a lot of teams like this...
“S************t we need to
do the slides for our SEO update!”
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
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

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keyword researchkeywordswebsite
9
#2
Monitor for
cockups &
clean house
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
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
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

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linkbuilding
13
#3
Leverage
your
information
architecture
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
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
Some example sites getting it right
16
Retail i.e. Etsy
Travel i.e.Home2go
Jobs i.e CV Library

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SearchLeeds 2019 - Bastian Grimm - Peak Ace - Why most SEO audits are sh*t
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How to Create Linkable Content
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linkbuildingseosearchenginejournal
Last tip
#4 Run a/b tests
start simple, try title tags
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
Thank you.
Twitter: @smiyff
linkedin.com/in/smiyff/
19

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Tips for big site SEO - Andrew Smith - SearchNorwich 9

  • 2. 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
  • 3. 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
  • 4. A few tips for doing big site SEO 4
  • 6. I see a lot of teams like this... “S************t we need to do the slides for our SEO update!” 6
  • 7. 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
  • 8. 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
  • 10. 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
  • 11. 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
  • 12. 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
  • 14. 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
  • 15. 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
  • 16. Some example sites getting it right 16 Retail i.e. Etsy Travel i.e.Home2go Jobs i.e CV Library
  • 17. Last tip #4 Run a/b tests start simple, try title tags 17
  • 18. 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