Google only crawls about half the pages on large enterprise websites, meaning those pages won’t be added to the index. This also means they can’t rank or generate organic traffic and revenue for the business. That’s the bad news. SEO for large websites simply cannot start with rankings and keywords or you will miss an enormous opportunity. Enterprise website owners need to go deeper and focus on the entire search process – starting with its technical foundation and how search engines crawl it, to how its real audience engage with it. The good news is that enterprises can experience massive wins simply by removing the barriers that currently stand between Google and their website. In this presentation, you’ll learn: – Why some of the largest sites on the web struggle to get their key pages crawled. – How a crawling-to-conversions framework solves this problem. – Steps you can take to implement this holistic SEO framework.

1. An Enterprise SEO Framework:
From Crawling to Conversions
Kameron Jenkins, Botify
#SEJThinktank
@botify @kammie_jenkins

2. #SEJThinktank
@botify @kammie_jenkins
About Us
1. Director of Brand, Content &
Communications at Botify
2. We help the biggest sites on the web
improve their performance in search.
3. Expedia, Glassdoor, Marriott, Condé Nast
Kameron Jenkins, Botify

3. #SEJThinktank
@botify @kammie_jenkins
What We’ll Cover
1. Why the biggest sites on the web need a different
framework for SEO [Data]

4. #SEJThinktank
@botify @kammie_jenkins
What We’ll Cover
1. Why the biggest sites on the web need a different
framework for SEO [Data]
2. What is the “crawling to conversions” framework and
what does it look like when implemented? [Case Study]

5. #SEJThinktank
@botify @kammie_jenkins
What We’ll Cover
1. Why the biggest sites on the web need a different
framework for SEO [Data]
2. What is the “crawling to conversions” framework and
what does it look like when implemented? [Case Study]
3. What type of organizational structure leads to the most
effective SEO teams.

6. #SEJThinktank
@botify @kammie_jenkins
What We’ll Cover
1. Why the biggest sites on the web need a different
framework for SEO [Data]
2. What is the “crawling to conversions” framework and
what does it look like when implemented? [Case Study]
3. What type of organizational structure leads to the most
effective SEO teams.
+ Tips, takeaways, and Q&A!

7. #SEJThinktank
@botify @kammie_jenkins
Poll #1: What’s the primary KPI you / your boss
has set for your SEO team?
A) Improving Google's crawl of your site
B) Improving indexing
C) Improving keyword ranking
D) Improving traffic
E) Improving revenue

8. #SEJThinktank
@botify @kammie_jenkins
Challenge: take a scientific
approach to uncover what
Google actually does.

9. #SEJThinktank
@botify @kammie_jenkins
413 million pages crawled

10. #SEJThinktank
@botify @kammie_jenkins
413 million pages crawled
6 billion Googlebot requests

11. #SEJThinktank
@botify @kammie_jenkins
413 million pages crawled
6 billion Googlebot requests
1 very comprehensive study
of how Google crawls the
web

12. #SEJThinktank
@botify @kammie_jenkins
What did we find?

13. #SEJThinktank
@botify @kammie_jenkins

14. #SEJThinktank
@botify @kammie_jenkins

15. #SEJThinktank
@botify @kammie_jenkins

16. #SEJThinktank
@botify @kammie_jenkins
The web is huge.

17. #SEJThinktank
@botify @kammie_jenkins
The web is complex.

18. #SEJThinktank
@botify @kammie_jenkins

19. #SEJThinktank
@botify @kammie_jenkins

20. #SEJThinktank
@botify @kammie_jenkins

21. #SEJThinktank
@botify @kammie_jenkins
Enterprise websites need
a different approach.

22. #SEJThinktank
@botify @kammie_jenkins

23. #SEJThinktank
@botify @kammie_jenkins

24. #SEJThinktank
@botify @kammie_jenkins

25. #SEJThinktank
@botify @kammie_jenkins
What pages exist on my site?

26. #SEJThinktank
@botify @kammie_jenkins
What pages exist on my site?
Which of those pages is Google visiting?

27. #SEJThinktank
@botify @kammie_jenkins
What pages exist on my site?
Which of those pages is Google visiting?
How are my indexed pages performing in SERPs?

28. #SEJThinktank
@botify @kammie_jenkins
What pages exist on my site?
Which of those pages is Google visiting?
How are my indexed pages performing in SERPs?
How are searchers interacting with those pages once
they get to the site?

29. #SEJThinktank
@botify @kammie_jenkins
Case Study: The Invisible Site

30. #SEJThinktank
@botify @kammie_jenkins

31. #SEJThinktank
@botify @kammie_jenkins
19x
increase in crawl activity
to strategic pages

32. #SEJThinktank
@botify @kammie_jenkins
2x
the organic traffic within
3 months

33. #SEJThinktank
@botify @kammie_jenkins

34. #SEJThinktank
@botify @kammie_jenkins
Poll #2: How is SEO structured at your
enterprise organization?
A) We all live under marketing
B) We all live under the website product team
C) Some SEOs work on the marketing team and
others work on the product team

35. #SEJThinktank
@botify @kammie_jenkins

36. #SEJThinktank
@botify @kammie_jenkins
Content SEO Tech SEO

37. #SEJThinktank
@botify @kammie_jenkins
“Every single day, everyone touching the
website is doing SEO, whether they know it or
not. They are either making multi-million dollar
decisions that help SEO or hurt it.”
- Jessica Bowman

38. #SEJThinktank
@botify @kammie_jenkins
TAKEAWAYS & TIPS

39. #SEJThinktank
@botify @kammie_jenkins
TAKEAWAY #1
Big sites have crawl issues.

40. #SEJThinktank
@botify @kammie_jenkins
TAKEAWAY #2
They can’t afford to start with keywords.

41. #SEJThinktank
@botify @kammie_jenkins
So what can you do right now?

42. #SEJThinktank
@botify @kammie_jenkins
TIP #1
Arm yourself with all the data.
Crawl data
Log file data
SERP performance data
Traffic & conversions data

43. #SEJThinktank
@botify @kammie_jenkins
TIP #2
Look at the full picture when auditing.

44. #SEJThinktank
@botify @kammie_jenkins
TIP #3
Get yourself a seat at the table.
SEO

45. #SEJThinktank
@botify @kammie_jenkins
Q&A