Enterprise Level SEO Tactics for 2013

New York | March 19–23, 2012 | #sesny

Enterprise-Level
SEO Tactics

John Shehata
@JShehata
2013


@JShehata | John Shehata

SEO Roadmap New York | March 19–23, 2012 | #sesny

Quick Big Report &
Discover Inform Support
Wins Wins Analyze



Quick Big Report &
Wins Wins Analyze

• Discover
– What are the main objectives of the site (sales, Pageviews, etc.)
– Know the Team (Design, IT, Legal, Editorial, Marketing, PM, Technology, Analytics)
– SWOT Analysis / Challenges and Opportunities
– Extensive Site Audit (GWT, Screaming Frog, Crawl Errors, etc.)
– Competitive Analysis (SEO, Social Media, Links, Rankings, etc.)
– Understand The PM Process / Editorial Workflow
– Understand Technology & Code
– Build Targeted KWs lists (KW research, Analytics, etc.)
– Build Baseline Reports (Setup – Analytics Team)
– Define your SEO Metrics (Visits, SEO Visits, etc.)

– Identify Conversion Points (Signups, sales, etc.)

Maximize Enterprise SEO New York | March 19–23, 2012 | #sesny

• Understand your Weaknesses and Strengths
– Media Sites
– Lots of content
– Videos VS. Text?
– Lots of Links
– No Sales

– Ecommerce
– Lots of Products
– Same Product Description across multiple sites
– Little Unique Content
– Duplicate content



• Issues
– Content Overlap
– Inefficient Crawling (Millions of Pages)
– Too much content to optimize
– One man department
– Tech/Dev/Company has other priorities
– Duplicate Content On Site/Off Site
– Etc..



• Questions to ask (before you start):
– SEO Budget
– Resources
– Legal
– Tools
– Usability
– Previous SEO?



Quick Big Report &
Wins Wins Analyze

• Inform “Develop Institutional Knowledge”
– Training (SEO 101, Tech/Dev Training, PM/Product Training)
– Executive Training: C-level executive buy-in is a must (It is not Voodoo Magic!)
– Best Practices Guides (BPG) / One Sheet Checklist
– SEO/SMO Blog/Wiki
– Search Monthly Newsletter
– Answering emails
– SEO Compliance Test
– Customize your training material


On-Page Optimization (Content)
On-Page Internal
Content Freshness
Content Frequency Links
Content Authority
Content Relevancy
Content Uniqueness

Page Title Tag

URL

Headline
H1 Header

Social Media

Meta Data

Image/Video
Optimization Content

Internal
Links Code

@Jshehata | John Shehata 9


• Project Management Process Integration
– SEO is not an afterthought (It starts before development)
– Understand The Process
– Kick Offs / Traffic Sources Expectations
– Requirement gathering
– IT / Development
– Design Comps
– Content / Internal Links
– Do your own QA
– Reports
– Check Changes to the site [changedetection.com]



Quick Big Report &
Wins Wins Analyze

• Quick Wins “Low Hanging Fruit: Low Effort, Big Wins”
– Site Level Optimization – Page Level Optimization
– Duplicate Content – Money Terms

– 302/301 Redirects – Top 10 Paid Keywords - PPC

– Robots.txt fixes – Top Keywords

– Canonical Tags – 2nd Page Rankings

– Crawl Errors, Error Pages – Top Exit Pages (Bounce rate)

– Link Building (partners, affiliates, widgets, etc.)

– Template Level Optimization
– On Page Optimization (layout, Heading Tags, etc.)

– Page Titles, Meta Description, SEO Tags

– Inline Linking / Deep Linking

– Pagination



Quick Big Report &
Wins Wins Analyze

• Big Wins “Big Projects”
– Rich Media Optimization: Videos, Photo Galleries, Etc.
– Mobile SEO
– Content Verticals Optimization (entertainment, tech, etc.)
– Universal SERP Optimization (News, Videos, Shopping, Local, Google+, etc.)
– Rich Snippets
– Link Building Campaigns
– Crawl Efficiency / Duplicate Content / URL Architecture
– Syndication
– Social Media



Quick Big Report &
Wins Wins Analyze

• Support
– Support ongoing and new projects
– SEO Recos to seasonal content
– Provide SEO Recos to Breaking/Trending News
– SEO Recos to all new design and tech projects



Quick Big Report &
Wins Wins Analyze

• Reports & Analysis “Tell A Story”
– Executive Summary is a Must
– Daily/Monthly Reports
– Author/Content/Product/Vertical Reports
– Social Media Reports
– Project Reports

– Promote your work
– Track traffic changes for all work done



Quick Big Report &
Wins Wins Analyze
Company Goals Training Low Effort, Big Wins Big Projects List Support ongoing Daily Reports
SEO 101 Training and new projects
Team/Departments SMO 101 Training On Page Videos / Photos Monthly Reports
SEO Challenges & Tech/Dev Training Optimization SEO Recos to
Opportunities PM/Product Training Mobile seasonal content Author Reports
Executive Training Page Titles, Meta
Strengths & Tags Content Vertical Provide SEO Recos Category/Product
Weaknesses Best Practices Optimization to Breaking News Reports

Workflow/Process Guides (BPG) HP / Section Pages
Universal SERPs Social Media Reports
Analytics/Baseline SEO/SMO Blog/Wiki 302/301 Redirects
reports Rich Snippets Project Reports
Search/Social Media Robots.txt fixes
researching / info
gathering Monthly Newsletter Link Building
Error Pages
Technology, Code Answering emails Crawl Efficiency
Meta Tags / Social
Content, Links, Social SEO/SMO Tags Optimization Social Media
Media
Compliance Test
Building Targeted Rich Snippets Syndication
Keyword lists Content Strategy
Duplicate Content
Crawl Errors

Comp. Analysis Canonical Tags

PM Process


Tools & Resources New York | March 19–23, 2012 | #sesny

• Excel
• SEOmoz
• SEObook
• Screaming Frog
• Google/Bing Webmaster Tools
• Advanced Web Rankings
• Google Analytics / Omniture
• Raven Tools


Consolidate & Segment New York | March 19–23, 2012 | #sesny

GWT (Search Queries) + Google KWs + GA Traffic + Rankings

Screaming Frog + SEOmoz Top Pages + SEOmoz Crawl Test +
GWT Errors



17 Tactics that help you succeed at
Enterprise SEO



• Develop Technical & Excel Skills



SELL Your Projects

Align your Goals
with the Company’s Goals

i.e. Align your Projects
with the Company’s Projects

Find a project sponsor


Show Value



• Big Projects
– Small Projects Justifies Big Projects
– Divide Big Projects into smaller tasks
– Find projects that can include these tasks
– Focus on quick wins



• Your Platform is not just desktop!
– Mobile is a must
– App/Tablet Optimization
– YouTube

+94%



Tech/Dev Teams
• Great ally or the worst hurdle
• Push Back when appropriate
• Your strategy is Dead-On-Arrival
without technical resources.



Build Relationships
Communicate in Person, Emails are not enough


Stop Long Emails
Tell A Story / Promote your success / Use Numbers



Task, Reports, Meetings, etc.

Stop whatever
doesn’t provide
VALUE



Choose your Battles Wisely
Prioritize / Ask your manager to
prioritize your work



• Find Hidden resources
– Sister companies
– Cross promotions,
– links
– Talents in other departments



• Center of Excellence [COE]
– SEO Ambassadors (across sites, global, editorial, IT, etc.)
– Highlight the Champ
– Badges / Compliance Certificate
– Train the trainer



We are consultants; we provide
recommendations to other
teams to implement!!



• Develop A Content Marketing Strategy
– Editorial calendar
– Evergreen content
– Product Reviews
– Best/Worst Lists
– Trending topics
– National vs. Local Content



Working with others
• Make others great! Focus on making the other people
successful, and you’ll earn their trust.
• Make your emphasis how SEO will make them successful.
• Make a big deal of giving public acknowledgement of their vital
contribution.
• Respect the hard work these folks have to do that has nothing
to do with your SEO needs



Less Is More SEO
• Focused recommendations
• Focused emails
• Focused reports
• etc.



Be a Good Person
– Approachable
– Available
– Share Knowledge
– Train and Train Again
– Invest in People, Develop Skills
– Optimize for Users not SE SEO



Thanks
John Shehata
@JShehata


Enterprise Level SEO Tactics for 2013

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