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SEO is dead.
You have no time.
Welcome to BIG SITE SEO!
SEARCH CHURCH
November 2013

Adam Audette
@audette
SEO IS DEAD
SEO IS DEAD
SEO IS DEAD
SEO IS DEAD
SEO IS DEAD
SEO IS DEAD
SEO IS DEAD
SEO IS DEAD
SEO IS DEAD
SEO IS FOR SURE SUPER DEAD
PAID : ORGANIC CLICKS IN B2B
SEO IS DEAD
SEO IS DEAD
SEO IS DEAD
SEO IS DEAD
SEO IS DEAD
SEO IS DEAD
SEO IS DEAD
PAID : ORGANIC CLICKS IN B2B
SEO IS NOT DEAD
MARKETING & INNOVATION
SEO for Enterprise: Stuff You Can Do Yourself!
SEO cannot
exist in a silo

Digital Visibility
SEO

PPC
Search
PLAs
CSEs

Tech
On-Page
Links

CSEs
PLAs
Display
Display

Social
Search

Outcome
Paid

Content
Content

Social

Community
Social Ads
Management

Website
Website
Social Ads
SEO WILL ALWAYS CHANGE
THE BLUE SKY…
YOU KNOW WHAT NEEDS TO BE DONE
BUT YOU HAVE NO TIME
YOU HAVE NO RESOURCES
SEO KNOWLEDGE IS NOT
WIDESPREAD
LEADERSHIP WANT
QUICK FIXES and
SILVER BULLETS
WHAT YOU DON’T SHIP, DON’T
COUNT
TIP #1

PROJECT THE OPPORTUNITY
PROJECT THE OPPORTUNITY
PROJECT THE OPPORTUNITY
PROJECT THE OPPORTUNITY
Share of Voice for Top Terms

0.73%
1.71%

allrecipes.com

3.17%

drinks.com
about.com

2.44%

drinkmixer.com
2.93%
2.68%

recipes.com
chow.com
PROJECT THE OPPORTUNITY
Not Present for High Priority KWs
Drinks

About

Drinkmixer

Allrecipes

Recipes

Chow

0

5

10

15

20

25

30

35

40
PROJECT THE OPPORTUNITY
Monthly Share of Search Volume for High Priority KWs
250000

200000

150000

100000

50000

0
Chow

Recipes

Allrecipes

Drinkmixer

About

Drinks
PROJECT THEKW Monthly Volume vs Earned
High Priority OPPORTUNITY

Traffic (Jul-Sep), 13,451

Monthly Volume, 358,610
PROJECT THE OPPORTUNITY
PROJECT THE OPPORTUNITY
PROJECT THE OPPORTUNITY

Traffic

Organic
conversion
%

Leads /
sales
LOTS OF TIPS

STUFF YOU CAN DO YOURSELF
1. GWT TOP PAGES REPORT
GWT TOP PAGES REPORT
SEO for Enterprise: Stuff You Can Do Yourself!
SEO for Enterprise: Stuff You Can Do Yourself!
SEO for Enterprise: Stuff You Can Do Yourself!
2. GET QUERY LEVEL DATA
(Not Provided) SUCKS!
INTERNAL-ish SOURCES

Internal
 Paid search query report
 Site search data
 GWT queries

 New paid & organic report
 Bing queries
ADWORDS SEARCH QUERY

Good:
 Actual queries that triggered paid ad
 Data IS available via API
ADWORDS SEARCH QUERY

Not so good:
 Paid search ≠ organic search behavior
 Have to be running paid ads
 And there‟s this…
ADWORDS SEARCH QUERY

Not so good:
 "you‟ll only see search terms that were
used by people at least 24 hours ago
and have either received clicks in the
past 30 days or were searched for by a
significant number of people."
ADWORDS SEARCH QUERY

Not so good:
 "Any search terms that did not meet this
criteria will be summed up in the 'Other
search terms' row.”
ADWORDS SEARCH QUERY
SITE SEARCH DATA

Good:
 Hey, it‟s keyword data!
SITE SEARCH DATA

Not so good:
 Site search ≠ organic search
 Your site probably has issues
GWT DATA

Good:
 The actual queries! FTW!
 Impressions, avg. position, CTR
Uncovering (Not Provided)
GWT DATA

Not so good:
 Limited to ~2,000 queries per day
 (there‟s a trick to expand this)
 Queries are bucketed

 Clicks ≤ 1 don‟t count
 Data is „sanitized‟
PAID & ORGANIC ADWORDS REPORT

Good:
 Query data!
 Impressions, avg. position, CTR
 View of paid + organic
PAID & ORGANIC ADWORDS REPORT

Not so good:
 Not in the API
 (at least not officially?)
 You‟ve gotta‟ be running paid search!
BING / YAHOO! BABY

Good:
 You‟ve got actual organic query data
 It‟s raw and unfiltered
BING / YAHOO! BABY

Not so good:
 Small segment of organic search
 ~20% of RKG‟s clients‟ traffic
BING + YAHOO! = 20%
HOW ‘BOUT EXTERNAL SOURCES?
HOW ‘BOUT EXTERNAL SOURCES?

External
 Competitive insight tools (SEM Rush,
Search Metrics, etc)
 SEO analytics (Brightedge, SEO Clarity,
etc)
 Panel data (comScore, Alexa,
Quantcast)
CONUNDRUM OF SCRAPED DATA

What scraped data gives you:
 Query data
 Ranking position
 Competitive insight

 Ecosystem insight
3. VERIFY MORE FOLDERS IN GWT

Why verify more folders?
 GWT limited to ~2,000 daily queries
 You don‟t control what these are
3. VERIFY MORE FOLDERS IN GWT

Verify folders and subdomains
 Requires folder structure like
/drinks/whiskey
 Gives individual account access / data

 Can be used for subdomains, too
4. ANALYZE LOG FILES

Ask IT for 4 weeks of log files
4. ANALYZE LOG FILES

Ask IT for this:
 Timestamp
 URL requested
 User agent (limit to Googlebot and
Bingbot
 Response code
Googlebot is spending most of its crawl allotment on two err
pages, which could mean these pages return the wrong
status code.

Googlebot is crawling the same page with 3 separate
URLs, which could indicate a canonicalization/duplication
problem.

These URLs with ?utm_source and ?creative_desc
parameters shouldn‟t be indexed.
SERVER LOG ANALYSIS

Look for:
 Which URLs have the most requests?
 Are there duplicate URLs?
 Any language selector issues?

 Are 404s returning the wrong status
code?
 Are parameters being indexed?
5. ADD PARAMETER HANDLING RULES
5. ADD PARAMETER HANDLING RULES

WARNING: Use Care! Be holistic
w/other tools.
TECHNICAL READING

SEO tools for duplicate content:
http://plotin.us/17ChBFp

Robots.txt best practices for SEO:
http://plotin.us/1gnC8Ae
LOG FILE TOOLS

 Adam‟s: http://www.rimmkaufman.com/blog/seodiagnostics-tool/15072008/

 Ian‟s: http://www.portent.com/blog/seo/log-files-forseo-32011.htm

 Sawmill: http://www.sawmill.net/features.html

 Splunk: http://www.splunk.com/download/
6. SETUP SEO LUNCHES

Use monthly „brown bags‟ for:
 Building bridges across departments
 Keeping other teams up to speed on
changes
 Finding out what projects are in the
pipeline
7. USE THE BATHROOM

Put up “did you know” posters:
 Did u know? SEO isn‟t about spamming
search engines!

 Did u know? When you permanently move a
page use a 301.
 Did u know? Your SEO team is in building Q
and we‟ve got beer!
USE THE BATHROOM

Put up “did you know” posters:
 Did u know? SEO isn‟t about spamming
search engines!

 Did u know? When you permanently move a
page use a 301.
 Did u know? Your SEO team is in building Q
and we‟ve got beer!
8. CREATE A RUTHLESS ROADMAP

Create a 2014 technical roadmap:
 Be ruthless: what are THE TOP 3 technical SEO
things that MUST be accomplished in 2014?
 Say why they must be accomplished (back it up with
data)
 Build a business rationale with all that time you have
don‟t have.
 Have a year end meeting and set owners and
timelines for 2014.
9. TAKE (OVER) YOUR G+

The G+ is without country:
 Does social own it? Marketing? Search?

 In G+ you have a CMS and social channel at
your fingertips
 With rel publisher and authorship this is ever
more important
 Hummingbird-ness….
10. QUORA FOR CONTENT IDEAS

Quora and social sites vet for you:
 What topics are most popular

 What types of content get shared the most
 Hat tip: Mike King @ipullrank  follow him
SEO for Enterprise: Stuff You Can Do Yourself!
11. STEAL YOUR COMPETITOR’S IDEAS
SEO for Enterprise: Stuff You Can Do Yourself!
12. INSIGHT FROM TWITTER
SEO for Enterprise: Stuff You Can Do Yourself!
SEO for Enterprise: Stuff You Can Do Yourself!
SEO for Enterprise: Stuff You Can Do Yourself!
SEO for Enterprise: Stuff You Can Do Yourself!
SEO for Enterprise: Stuff You Can Do Yourself!
BUILD A REVERSE PROXY TOOL

Why a reverse proxy tool:
 Allows you to make SEO changes w/out need
for IT or dev
 Gives you flexibility to implement metadata,
titles, and optimizations
 Provides a relief for swamped dev teams, too
Lives here

Marketing

Engineering

Spans this and
more

Merchandising

UX

Content
Marketing

Engineering

Merchandising

UX

Content

9
7
9
8
Get your CEO thinking about SEO
Thank you Philly!

Adam Audette
@audette

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SEO for Enterprise: Stuff You Can Do Yourself!

Editor's Notes

  1. RKG’s Digital Visibility Ecosystem
  2. Although Bing Sees Largest Organic Search Share Gains in Q3 , Google is still the lion’s share of organic searchBing’s share of organic search visits increased ½% in Q3. call out that search query data is available from Bing / Yahoo, unlike Google. also that while a smaller relative slice of the search market, Bing/Yahoo represent incremental opportunity for many sites (who wouldn't want to leverage gains from search engines sending 10-30% of their organic traffic??). also Bing's webmaster tools (free) product is better than GWT
  3. Through most of July, not provided hovered around 40% of Google search visits. Marketers saw that share jump 6-7% in early August as more iOS 6visits were properly attributed as organicsearches. After a brief plateau, not provided share accelerated to a new trajectory as Google shifted more users to secure search