Four SEO case studies from global enterprises covering: server-side rendering (SSR), page speed optimisation, migrating a large forum, SEO-PPC efficiency optimisation.

1. Enterprise SEO Insights
Anthony Sharot | Pierian Digital
Slideshare.net/AnthonySharot
@marketappeal

2. Insights from a Year
Leading Enterpise SEO
Anthony Sharot
brightonSEO, September 2021
twitter.com/marketappeal

3. Anthony Sharot
Led SEO in several enterprises:
Consulted for several others

4. What is
Enterprise
SEO?
What
does
good
look like?
Case
Studies

5. What is Enterprise SEO?

6. What is Enterprise SEO?

7. What is Enterprise SEO?
• You can do large-scale SEO
without being an Enterprise
• Not all Enterprises do
Enterprise SEO

8. Signs and Symptoms of Enterprise SEO
➢
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➢
➢
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9. Signs and Symptoms of Enterprise SEO
➢
➢
➢
➢
➢

10. Living the dream

12. Challenges

15. Reality

18. Issues

19. Quick Vote
Is your
SEO team sufficiently
resourced?

20. What does Good
look like?
SEO
Scale
Communication
Process
Automation
Dashboard
Test &
Learn
Codification
Knowledge
transfer

21. 21

22. 22

23. Case Studies

24. Core Web
Vitals
Server-Side
Rendering
Forum
Migration
PPC<>SEO
Efficiency

25. Core Web Vitals

27. Is it visible?

28. Can you click
and scroll?

29. Is it stable?

30. User are 24% less likely to
abandon pages and ecommerce
sites when the experience is
good or better.
https://blog.chromium.org/2020/05/the-science-behind-web-vitals.html

31. 31
Google Chromium team research

32. Vodafone Italy made the following
changes to optimised their pages

33. 1. Minimised render-blocking JavaScript by
moving the rendering logic for a widget
from client-side to server-side

34. 2. Optimized images, including
resizing the hero image, avoiding loading
images that aren’t visible in the viewport,
and optimised PNG and SVG images

35. 3. Server-side rendered critical HTML

36. https://web.dev/vodafone/
Ad channels to landing page A/B test
Our approach

37. By running an A/B test specifically focused on optimizing Web Vitals, VF IT found that:
31% improvement in LCP led to:
https://web.dev/vodafone/

38. JS Rendering

39. https://web.dev/vodafone/
Dynamic rendering

40. SSR is good for CWV

41. Form Migration

42. Form Migration
Community forum Support section

43. SEO<>PPC Efficiency

44. https://ai.googleblog.com/2012/03/impact-of-organic-ranking-on-ad-click.html
http://static.googleusercontent.com/media/research.google.com/en/us/pubs/archive/37161.pdf
50%
18%
4%
Paid ads
1st organic rank
Organic # 2-4
Organic # 5+
Cannibalised organic traffic

45. https://ai.googleblog.com/2012/03/impact-of-organic-ranking-on-ad-click.html
http://static.googleusercontent.com/media/research.google.com/en/us/pubs/archive/37161.pdf
50% of paid search clicks are cannibalised
from the top organic result
18% when in organic rank is 2-4
4% when in organic rank is 5+

46. Brand name
Organic CTR
No PPC spend
+27% Organic
CTR Uplift
-42% PPC
CTR
36% of brand
name PPC traffic
is incremental to
a top organic
ranking.

47. Thank You!