When approaching SEO at the enterprise level, there are many challenges and roadblocks that get in the way of effectively implementing the recommended SEO Strategies.
In this webinar, we will be touching base on topics such as:
-- How does enterprise SEO differ from 'regular' SEO
-- What are some of the biggest challenges enterprises face when implementing recommended SEO strategies
-- Specific cases of successful implementation of SEO strategies in enterprise brands
-- and MORE
Feel free to leave any questions or comments you have. Enjoy!
Using Tags & Taxonomies to super charge your eCommerce SEOMichael King
When you run an eCommerce brand with hundreds of thousands of products, your content strategy can feel overwhelming.
How can you use tags, site structure, and categories to increase your site’s discoverability?
Topics will include:
-- How to use categories like subfolders for better analytics
-- How to use tags to diversify and increase internal linking
-- Why relevant tags make the best recommendation engine
In this talk I share my findings after 4 years of working on Digital PR. We'll go through different ways of making an attractive campaign that journalists would like to feature on their articles.
I don't use Linkdin a lot but you can find me at @JazBatisti on twitter if you have any questions.
SearchLove London 2019 - Rand Fishkin - The Search Landscape in 2019Distilled
In this broad look at search trends and searcher data, Rand will explore the key changes affecting search marketers and those seeking to earn influence through Google. From zero-click searches, to tough choices on structured data, to the new ways Google is using information consensus and weighting particular types of authority, this presentation will make every marketer a more strategic thinker about search.
Using Tags & Taxonomies to super charge your eCommerce SEOMichael King
When you run an eCommerce brand with hundreds of thousands of products, your content strategy can feel overwhelming.
How can you use tags, site structure, and categories to increase your site’s discoverability?
Topics will include:
-- How to use categories like subfolders for better analytics
-- How to use tags to diversify and increase internal linking
-- Why relevant tags make the best recommendation engine
In this talk I share my findings after 4 years of working on Digital PR. We'll go through different ways of making an attractive campaign that journalists would like to feature on their articles.
I don't use Linkdin a lot but you can find me at @JazBatisti on twitter if you have any questions.
SearchLove London 2019 - Rand Fishkin - The Search Landscape in 2019Distilled
In this broad look at search trends and searcher data, Rand will explore the key changes affecting search marketers and those seeking to earn influence through Google. From zero-click searches, to tough choices on structured data, to the new ways Google is using information consensus and weighting particular types of authority, this presentation will make every marketer a more strategic thinker about search.
SearchLove London 2017 | Samantha Jane Noble | Beyond the Reach of Keyword Ta...Distilled
The Paid Media landscape has evolved significantly in the past five years; we have moved away from pure keyword targeting, are more focused on audience development, and above all, paid ads are now taking up more real estate within the SERP and social media platforms. Throughout her talk, Samantha will take you on a deep dive into the diverse offering that we have available to us today across the core platforms. You'll leave this session with a greater understanding of the endless opportunities paid media brings.
Rand Fishkin's presentation from Be Wizard, San Marino 2011 on the evolution of Google's rankings and how marketers can optimize for the next generation of ranking signals.
Mobile-First Index: A Data-Driven Analysis & DiscussionBotify
As more and more sites enter the mobile-first index, the demand for data-driven analysis of the the rollout has never been greater. That’s why we initiated our latest deep dive study, an illumination of the trends and behaviors that are currently governing the mobile-first index.
SearchLove Boston 2019 - Rand Fishkin - Building Influence in 2019Distilled
As web marketing undergoes its biggest shift in a decade, how we impact audiences needs to evolve. In this presentation, Rand shows how web marketers in content, search, social, and advertising (+ influencer marketing) can shift their strategic and tactical investments to align with what the big platforms offer, and how consumer behavior has changed, too.
Andreas Dzumla — Google's Hogging Half Your Traffic: How to Get it BackSemrush
These slides were presented at the SEMrush webinar "Google is Hogging Half Your Traffic: How to Get It Back". Video replay and transcript are available at https://www.semrush.com/webinars/google-is-hogging-half-your-traffic-how-to-get-it-back/
This is an assignment that a partner and I did for our Intro to Web Publishing class where we analyzed SEO for a handful of sites and made recommendations.
SearchLove Boston 2016 | Marcus Tober | Illuminating Consumer Intent Without ...Distilled
SEOs have historically focussed on tactics rather than strategy, for one important reason: search engines weren’t as sophisticated as they are now, so a tactical approach could be very successful. That's all changed significantly, with machine learning, marketers now face a multitude of new challenges to be successful in search. The days of simple ranking factors are over. Marcus' session will cover data-driven methods to illuminate consumer intention and content relevance, along with many new insights that can be used to create content that is more relevant and successful.
Ranking Factors Data 2011: SMX Elite SydneyRand Fishkin
Rand Fishkin's presentation at SMX Elite in Sydney (Q Station) on ranking factors data form SEOmoz's survey of users and from correlation data collected from Google's rankings.
SearchLove London 2017 | Emily Grossman | From Website to Web-App: Fantastic ...Distilled
App-like websites can improve page speed and user engagement, but they also rely heavily on JavaScript and JS frameworks that can make many ‘SEO basics’ more technically complex. Emily will walk you through often-missed tactics to make web-apps indexable, optimised, and performant on mobile devices.
Organic Conversion Optimization - 15 Wins to Convert SEO TrafficAngie Schottmuller
Learn 15 ways to aid organic search funnel conversion goals -- boost rankings, improve click-thru, reduce bounce, improve engagement, and grow conversions! Includes tricks to handle (not provided) keywords, pimp search snippets, and maintain scent. Presented at Conversion Conference San Francisco on Mar 18, 2014.
What a wonderful day to celebrate the eternal sunshine of the spotless SEO mind! If you weren’t at the conference today or missed something, it’s alright, we’ve got your back - here are the key takeaways from the BrightonSEO September 2017 main stage. Check them out!
SearchLove London 2017 | Samantha Jane Noble | Beyond the Reach of Keyword Ta...Distilled
The Paid Media landscape has evolved significantly in the past five years; we have moved away from pure keyword targeting, are more focused on audience development, and above all, paid ads are now taking up more real estate within the SERP and social media platforms. Throughout her talk, Samantha will take you on a deep dive into the diverse offering that we have available to us today across the core platforms. You'll leave this session with a greater understanding of the endless opportunities paid media brings.
Rand Fishkin's presentation from Be Wizard, San Marino 2011 on the evolution of Google's rankings and how marketers can optimize for the next generation of ranking signals.
Mobile-First Index: A Data-Driven Analysis & DiscussionBotify
As more and more sites enter the mobile-first index, the demand for data-driven analysis of the the rollout has never been greater. That’s why we initiated our latest deep dive study, an illumination of the trends and behaviors that are currently governing the mobile-first index.
SearchLove Boston 2019 - Rand Fishkin - Building Influence in 2019Distilled
As web marketing undergoes its biggest shift in a decade, how we impact audiences needs to evolve. In this presentation, Rand shows how web marketers in content, search, social, and advertising (+ influencer marketing) can shift their strategic and tactical investments to align with what the big platforms offer, and how consumer behavior has changed, too.
Andreas Dzumla — Google's Hogging Half Your Traffic: How to Get it BackSemrush
These slides were presented at the SEMrush webinar "Google is Hogging Half Your Traffic: How to Get It Back". Video replay and transcript are available at https://www.semrush.com/webinars/google-is-hogging-half-your-traffic-how-to-get-it-back/
This is an assignment that a partner and I did for our Intro to Web Publishing class where we analyzed SEO for a handful of sites and made recommendations.
SearchLove Boston 2016 | Marcus Tober | Illuminating Consumer Intent Without ...Distilled
SEOs have historically focussed on tactics rather than strategy, for one important reason: search engines weren’t as sophisticated as they are now, so a tactical approach could be very successful. That's all changed significantly, with machine learning, marketers now face a multitude of new challenges to be successful in search. The days of simple ranking factors are over. Marcus' session will cover data-driven methods to illuminate consumer intention and content relevance, along with many new insights that can be used to create content that is more relevant and successful.
Ranking Factors Data 2011: SMX Elite SydneyRand Fishkin
Rand Fishkin's presentation at SMX Elite in Sydney (Q Station) on ranking factors data form SEOmoz's survey of users and from correlation data collected from Google's rankings.
SearchLove London 2017 | Emily Grossman | From Website to Web-App: Fantastic ...Distilled
App-like websites can improve page speed and user engagement, but they also rely heavily on JavaScript and JS frameworks that can make many ‘SEO basics’ more technically complex. Emily will walk you through often-missed tactics to make web-apps indexable, optimised, and performant on mobile devices.
Organic Conversion Optimization - 15 Wins to Convert SEO TrafficAngie Schottmuller
Learn 15 ways to aid organic search funnel conversion goals -- boost rankings, improve click-thru, reduce bounce, improve engagement, and grow conversions! Includes tricks to handle (not provided) keywords, pimp search snippets, and maintain scent. Presented at Conversion Conference San Francisco on Mar 18, 2014.
What a wonderful day to celebrate the eternal sunshine of the spotless SEO mind! If you weren’t at the conference today or missed something, it’s alright, we’ve got your back - here are the key takeaways from the BrightonSEO September 2017 main stage. Check them out!
A small SEO guide curated by the Endemaj Funds marketing department to guide SMEs and startups. To know more about Endemaj, visit https://endemajfunds.com/
Search engine optimization (SEO) is the process of affecting
the visibility of a website or mobile app in a search engine's
unpaid results—often referred to as "natural", "organic", or
"earned" results or search engine results pages (SERP).
Using SEO to Grow Your Small Business | MACH DigitalMark Wilson
SEO is not black magic or a secret science, but there are some important things you should know about SEO: how it looks in 2018, how it can benefit your business and if it's actually the best solution for you.
This workshop should help you by:
1. Improving your knowledge to be more confident about SEO for your business
2. Equipping you with practical advice and action steps to do some of it yourself
3. Explaining what to look out for when working with a digital agency and how to get the most out of the relationship
Topics Covered:
1. Before You Start with SEO…
2. SEO: What You Need to Know
- YOUR WEBSITE
- LOCAL SEO
- THE IMPORTANCE OF ‘SHARE OF SERP’ [WORKSHOP]
- INBOUND AND CONTENT MARKETING
- THE ‘OTHER STUFF’
3. Choosing an SEO Partner / Agency
Learn more at http://www.machdigital.com.au/digital-marketing-blog
Why Your Website Needs SEO and How To Hire The Right SEO CompanyChristopher Dill
You have built a business with your bare hands. Realizing that you need help can be tough to swallow.
At Virginia SEO, we are often called into meetings with small business owners who know they need help in the SEO front. More often than not, these business owners have no idea WHAT sort of help they need. Often they know what the acronym SEO means, but they have a false impression of what SEO entails. Getting started as a small business owner on a topic that you are not comfortable is tough. We often have to “hand hold” a client through the process, and this can really be a ton of fun. We thoroughly enjoy SEO, and sharing it with people (especially small business owners) is great.
From Click Consult's Benchmark Search Conference 2015, Bridgewater Hall, 30th June. Presented by Colin Woon, O2 UK, @colindwoon - Beyond fundamentals in SEO for large corporates. #benchmarksearchconf
Website Design as the First Step in Internet MarketingAdapting Online
Internet marketing covers a wide variety of subjects. This presentation specifically speaks to the fundamentals of finding a domain name, building a website, website design tools and tips for small businesses.
Russ Macumber shares insights gleaned from his popular podcast SEO SUCCESS STORIES where he interviews the worlds best SEOs on their favorite strategies and tactics to rank the worlds biggest websites.
From these conversations he has gleaned 22 Actionable Tips to Grow Your Organic Traffic in 2022
From e-commerce to service based businesses and beyond, Russ will share tips from the best of the best.
How to Produce Your Best Content Ever by Writing For Search EnginesBoostability
Kelly Shelton, VP of Marketing at Boostability shares industry insights about what search engines look for. He also gives actionable tips that any small business can use to strengthen their website optimization so they can raise in search rankings.
It is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines.
Start with this quick and easy to understand video about search engine optimization.
Can everyone succeed in B2B SEO? What are the people who are succeeding doing and how can you do it?
We're going to look into:
- Which companies are better suited to search
- How can you succeed at search. Spoiler alert, we're going to need to be able to create great content and measure it.
Why SEO is the responsibility of the CEOStickyeyes
SEO was something that you could happily leave to your IT or e-commerce department and, with a few technical tweaks and some strategically placed meta tags, you could find yourself dining at Google’s top table. But Google is changing – and you have to change with it. This document will tell you why you need to fundamentally change your marketing approach – before it’s too late. Find out more at http://www.stickyeyes.com/
Similar to The Essentials to Modern Enterprise SEO (20)
iPullRank Webinar - Automated Testing For SEO With Hamlet BatistaMichael King
Welcome to iPullRank's Webinar featuring Hamlet Batista to discuss the topic "Automated Testing for SEO."
With so many cooks in the kitchen on any development project, it’s incredibly difficult as an SEO to know everything that is going on to troubleshoot what could go wrong.
Automated Testing is a way to put some safeguards in place so that if anything new in your code is rolled out, it doesn’t break something that previously existed in the code, like some previous functionality or something to that effect.
In this webinar, we will be touching on important topics such as:
-- What is automated testing and why is it important
-- The different types of automated testing
-- Different automated testing tools
-- Expert insights by Mike & Hamlet
Signup for our expert newsletter here:
https://pages.ipullrank.com/iprnewslettersignup
iPullRank Webinar - Forecasting and Calculating ROI for SEOMichael King
Aligning value to SEO starts with calculating the return on investment, or ROI. By taking the cost of investment into account, it’s easier to calculate the impact SEO efforts make on the bottom line.
In this webinar, we will be diving into why it's important to forecast and calculate ROI for SEO, and how to do so.
Because calculating ROI for SEO isn’t as simple as it is for other marketing channels, it’s normal for businesses to value alternative marketing efforts over SEO.
Important topics we will be covering include:
-- The Importance of ROI for SEO
-- How to Forecast SEO ROI
-- How to Measure SEO Performance
-- How to Calculate SEO ROI
iPullRank Webinar - Navigating Black Friday in COVID-19Michael King
The COVID-19 pandemic changed e-commerce and consumer behavior for good, and businesses need to adapt to these changes in order to stay competitive.
In this webinar, we will be diving into the changes within the e-commerce space and how brands should prepare for Black Friday and the upcoming holiday season.
Raj Nijjer, VP of Brand Marketing at one of the most successful e-commerce marketing platform, Yotpo, will be joining us to provide valuable insights on how to better approach Black Friday SEO.
In this webinar, we will be touching base on topics such as:
-- Predicting the Holiday Season
-- How the pandemic will impact brick and mortar stores
-- Will we see a big increase in online sales compared to the start of the pandemic?
-- and MORE
Signup for our expert newsletter here:
https://pages.ipullrank.com/iprnewslettersignup
iPullRank Webinar - Planning SEO for 2021 Michael King
Good SEO takes preparation and should not be approached as some sort of last ditch effort. It's time you start thinking about how you should plan your SEO strategies for 2021.
Important topics we will be covering include:
-- Why should we start planning SEO for 2021
-- The current SEO climate
-- SEO trends we expect to continue into 2021
-- How to effectively plan SEO for 2021
How to Build an Empathetic Marketing Strategy During the Times of COVID19Michael King
Michael King will take you through the actionable steps your brand can take to relaunch your marketing strategy post COVID-19 lockdown. This will help you understand what aspect of your business needs the most attention in order to get back on your feet.
Michael King of iPullRank discusses Information Retrieval, Natural Language Processing and Text Analysis and how to leverage it to improve Search Engine Optimization.
Managing Director of iPullRank, Mike King, talks about how to leverage automated testing to ensure that developers engaged in Continuous Integration don't end up accidentally breaking the optimizations in place for SEO
Mike King examines the state of the SEO industry and talks through knowing information retrieval will help improve our understanding of Google. This talk debuted at MozCon
Perfect Starts: How to Get the Right Traffic with a Content AuditMichael King
Mike King's Authority Rainmaker presentation about how to perform the world's greatest content audit using quantitative and qualitative research techniques.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
2. 22
Mike King, Founder and Managing Director, iPullRank
ModernEnterpriseSEO
One of the Top SEOs in the Universe
An artist and a technologist, all rolled into one, Michael King recently founded
boutique digital marketing agency, iPullRank. Mike consults with companies all
over the world, including brands ranging from SAP, American Express, HSBC,
SanDisk, General Mills, and FTD, to a laundry list of promising startups and small
businesses.
Mike has held previous roles as Marketing Director, Developer, and tactical SEO
at multinational agencies such as Publicis Modem and Razorfish. Effortlessly
leaning on his background as an independent hip-hop musician, Mike King is a
dynamic speaker who is called upon to contribute to conferences and blogs all
over the world.
KEY TAKEAWAY: I’VE WORKED ON A
TON OF ENTERPRISE BRANDS
4. 4
Over $1 Billion in
Incremental
Revenue
ModernEnterpriseSEO
Who We Are
Based in NYC 6 Years Old
15 Employees Network of 100+
Content Creators
Founded by
Mike King
5. 5
The Most Important Point from that Slide
ModernEnterpriseSEO
Over $1 Billion in
Incremental
Revenue
6. 6
Agenda
ModernEnterpriseSEO
● The State of Enterprise SEO
● Key Winners in Enterprise SEO
● Common Enterprise SEO
Problems & Solutions
● Our Approach to Enterprise SEO
● Enterprise SEO Strategies & Tactics
Worth Considering
● A Word from Our Sponsor
● Q&A
8. 8
What Makes a Company
“Enterprise”?
ModernEnterpriseSEO
“Because of the large digital
footprint and technology
scale, enterprise companies
need SEO solutions that are
versatile, advanced,can work
over long periods of time and
across various use cases.”
iPullRank, Modern Enterprise
SEO Guide
9. 99
What Makes it Enterprise SEO?
Business Size Website SizeBusiness Structure
(lines of business)
You can be a smaller company with enterprise problems with your site is big enough.
10. 1010
How does Enterprise SEO Differ from SMB SEO?
ScaleNavigating Organizations
It’s far less about being cutting edge. It’s far more about convincing people to do basic things.
11. 1111
For the Enterprise, SEO Cannot be Isolated
YPOSEOEducation
Organic Search is all about giving visibility to content at different stages of the user journey.
12. 1212
Forecasting ROI for SEO
YPOSEOEducation
It is not difficult to forecast overall ROI from SEO. However it can be difficult to predict the impact of any given SEO tactic. The best way to
determine the ROI from a specific tactic is through split testing. However, projections are a requirement in the enterprise environment.
13. 1313
The Enterprise Doesn’t Like to Wait for Compound Returns
MODERNENTERPRISESEO
Organic Search is a channel of content marketing. And both the ROI and cost per acquisition goes down
dramatically over time whereas the cost of paid channels stays fixed or increases. Enterprises like to have
this, but they don’t like to wait for it.
14. 14
Navigating Algorithm Updates
MODERNENTERPRISESEO
No matter what size you’re organization is,
you’re at the mercy of algorithm updates.
However, for the enterprise these act as
springboards to make things you already
planned actually happen.
15. 15
IPULLRANK.COM
It doesn’t take Google six months to
catch up to an enterprise site. It takes
an enterprise company six months to
do anything.
16. 1616
MODERNENTERPRISESEO
Maximize Your Enterprise SEO with These Tools
Using Adobe Analytics or another analytics package puts you at a disadvantage for Google’s audience data and Search
Console integration.
17. 17
Key Winners in Enterprise SEO
Enterprise Dominate the SERPs
ModernEnterpriseSEO
18. 1818
Google Has a Bias Towards Brands
"Brands are the solution, not the problem.
Brands are how you sort out the cesspool.”
- Eric Schmidt
21. 2121
Amazon
ModernEnterpriseSEO
If you’ve ever searched for anything you wanted to buy, Amazon will often rank in one of the top 3 positions with a
category for the product. Because generic searches like “dirt bikes” trigger category page results, Amazon can take
all their “dirt bike” products and make a category of it. After doing that about 350,000 times, Amazon can own
virtually any keywords for which it has products.
22. 2222
Bankrate
ModernEnterpriseSEO
Bankrate created a glossary resource that not only targets keywords related to the terms being defined but also quick
answer results. The format of using the first heading to ask a question and then answering in a short paragraph is
the perfect way to get picked up for quick answers and “people also ask” results. This content is followed by a longer
explanation that helps target even more keywords in traditional Organic Search results.
23. 2323
Nerdwallet
ModernEnterpriseSEO
There’s always a “best” option when you’re on a mission to save money. Nerdwallet positions their content around
the intent to find the best options from credit cards, savings accounts, and even timing out a TV purchase. The “best”
modifier allows NerdWallet to rank better for the more niche keywords while still targeting the broad terms.
24. 2424
Home Depot
ModernEnterpriseSEO
Home Depot recognized that the home improvement shopping experience differs from ordering an item online. The
local stores are critical to their business because people often come in to buy supplies and get help. Each location
has a unique landing page with a crafted copy to give them the best opportunity to rank locally.
25. 2525
Zillow
ModernEnterpriseSEO
Zillow realized that when it comes to living arrangements, location is king. They have dedicated pages that are as
broad as state level and as local as individual zipcodes. They can offer something to someone moving to a new state
and still deciding on location or someone looking to move to be next to their favorite taco shop.
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TripAdvisor
ModernEnterpriseSEO
TripAdvisor leverages their users for content. Threads of user generated content often rank with contributors on the
site writing in-depth responses. However, UGC isn’t the only strategy as there are designated pages for each location
and sections like “attractions” and “nightlife”. Moreover, at the bottom of these pages, Q&A style content gives
TripAdvisor a chance to rank for quick answer results and queries using questions (often seen in voice search).
27. 2727
Healthline
ModernEnterpriseSEO
Healthline specializes in Your Money or Your Life (YMYL) content. As such, they need to have reliable experts who
write and review their medical content. Their top page on how to lose weight is a great example of this strategy
paying off. Their “evidence based” badge also tells readers the article they found is scientific in nature rather than
discussing a fad diet.
28. 2828
Indeed
Indeed’s collection of career opportunities categorized in a variety of ways allows them to create dedicated pages to fields,
locations, specific titles, etc. Not only do they rank for the long tail keywords like “marketing jobs NYC,” but they also outperform on
generic terms like “remote jobs” simply because of a great tagging structure.
29. 2929
eBay
eBay leverages its authority to boost pages via internal links. With countless pages to link from, every page directs SEO value to
other valuable pages on the site.
30. 3030
Yelp
Yelp realized that the “near me” modifier was very popular in the local business and food industry. So everything location based on
Yelp.com became “near me.” This works great within the app as users often want a place they can travel to (at least they used to),
but it also does a great job of targeting all the “near me” terms in Organic Search.
31. 31
Common Problems & Solutions
Things you must overcome to be effective
ModernEnterpriseSEO
32. 3232
Essential Knowledge: Content Management Systems and
Frankenstein CMSs
ModernEnterpriseSEO
Enterprise sites have a lot more pages than a local business or even medium sized company, and because of this
more robust content management systems are needed. Not only are these CMS’s able to handle more content, but
also provide other services to their clients.
33. 3333
Essential Knowledge: Legal Compliance
ModernEnterpriseSEO
Another challenging aspect of Enterprise SEO campaigns is navigating through the complexities of the legal team.
Every project will need to go through this team to ensure the project aligns with the company’s standards, policies,
rules, regulations and overall compliance with the messaging set out by the brand.
34. 3434
Essential Knowledge:
Navigating Multiple
Departments
ModernEnterpriseSEO
Enterprise companies often have a number of
departments that every project must go through
and get approval before a project is considered
acceptable to publish.
A lot of these department heads will have little
understanding or working knowledge of SEO. In
order to get recommendations implemented,
and content published, you need business cases,
and case studies to get buy in for a lot of these
projects.
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Common SEO Enterprise Challenges
ModernEnterpriseSEO
Problem: Some organizations end up with the wrong tools because
some SEO tool providers have very strong sales teams.
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Common SEO Enterprise Challenges
ModernEnterpriseSEO
Solution: Identify core features of a different tool and tie it to needs
throughout the organization. Tell the vendor you need to beat an
existing vendor’s price to switch.
36
37. 3737
Common SEO Enterprise Challenges
ModernEnterpriseSEO
Problem: You cannot build links due to legal compliance issues.
Outreach cannot be done and there are limitations to the deployment
of content.
37
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Common SEO Enterprise Challenges
ModernEnterpriseSEO
Solution: Buy websites and surgically redirect them from specific page
to specific page.
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Common SEO Enterprise Challenges
ModernEnterpriseSEO
Problem: The organization does not care about SEO.
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Common SEO Enterprise Challenges
ModernEnterpriseSEO
Solution: Education, business cases and case studies. Use algorithm
updates against other people’s the KPIs and use them for buy-in. Don’t
be ashamed to use vanity metrics to your advantage.
41
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IPULLRANK.COM
Be prudent with your words and data points. Executives
tend to be very busy and prefer you to get to the bottom
line as clearly and succinctly as possible.
Shantel Branch
Senior Account Manager
@iPullRank
43. 4343
Common SEO Enterprise Challenges
ModernEnterpriseSEO
Problem: Content deployment takes too long. You can’t capitalize on
news and trends.
43
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Common SEO Enterprise Challenges
ModernEnterpriseSEO
Solution: Content Strategy. Be more predictive and build out clear
governance models and workflows through content strategy.
44
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Common SEO Enterprise Challenges
ModernEnterpriseSEO
Problem: Obsolete technology and frankenstein content management
systems. Keep you from being able to launch things.
45
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Common SEO Enterprise Challenges
ModernEnterpriseSEO
Solution: Reverse proxy to enterprise WordPress.
46
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Common SEO Enterprise Challenges
ModernEnterpriseSEO
Problem: Brands have microsites for a variety of initiatives and link
equity is split.
47
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Common SEO Enterprise Challenges
ModernEnterpriseSEO
Solution: Consolidate all microsites into the core domain.
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Common SEO Enterprise Challenges
ModernEnterpriseSEO
Problem: Line of Business thinking for sites on one domain.
49
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Common SEO Enterprise Challenges
ModernEnterpriseSEO
Solution: Lunch and learn sessions with representatives from each
line of business you need to educate them that it is all one site.
50
51. 5151
Common SEO Enterprise Challenges
ModernEnterpriseSEO
Problem: They don’t want to make “SEO content,” because that is not
what their audience wants.
51
52. 52
IPULLRANK.COM
You just had to kind of help educate them that you’re not
just writing for a print product anymore. You’re writing
for a larger world thing and then bring that all together.
Christopher Hart,
Director of Revenue
@iPullRank
53. 5353
Solution:
Content Planning and
Content Roadmaps
ModernEnterpriseSEO
You also need to have working knowledge of content strategy and planning. Content and SEO go hand in hand, but
you need a clear roadmap and content plan before diving in and creating that content. What is each piece of
content’s purpose? Who is your audience? Where is each user at in the buyer journey? These are just some of the
questions your content roadmap should answer.
54. 5454
Common SEO Enterprise Challenges
ModernEnterpriseSEO
Problem: The organization is siloed. Different groups are not
communicating and that causes difficulty for the SEO program.
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Common SEO Enterprise Challenges
ModernEnterpriseSEO
Solution: Reach out to people throughout the organization and
network. The more people you engage with the more you’ll be aware
of what’s going on. You can’t expect everyone to always bring things to
you.
55
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Common SEO Enterprise Challenges
ModernEnterpriseSEO
Problem: Getting buy-in from the development team to implement
changes.
56
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Common SEO Enterprise Challenges
ModernEnterpriseSEO
Solution: Learn to speak the product management language. Create
user stories with very specific instructions for implementation.
57
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Common SEO Enterprise Challenges
ModernEnterpriseSEO
Problem: Because Enterprise brands are typically huge siloed
companies they don't really want to try anything new because they're
already doing great.
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Common SEO Enterprise Challenges
ModernEnterpriseSEO
Solution: Show the value of being innovative through case studies and
business cases. Show what competitors are doing. Explain why new
techniques might be more beneficial than what is already out there
and how we can get where we need to be.
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60. 60
Our Approach to Enterprise SEO
How iPullRank makes the magic happen
ModernEnterpriseSEO
61. 6161
We approach SEO as a holistic effort that needs to fit into rather than disrupts the marketing mix. It’s an effort that
sits across your company and an SEOs coordinate with the right people to make it happen.
What is the SEO process?
68. 68
Workflows and Governance
Models
ModernEnterpriseSEO
You cannot do effect content-driven SEO in an
enterprise environment without doing Content
Strategy. You need to map the process and
the key stakeholders so you know how to
effectively move content from ideation to
creation, optimization and publish.
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Content Creation
ModernEnterpriseSEO
There is no such thing as “SEO content.” There is only content that serves both the user and the brand that is
optimized with search engine expectations in mind.
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How do you Operationalize Content?
YPOSEOEducation
SEO needs to be baked into your content operations through people, process and technology rather than having it be
a “button” that is “pushed” once the content is complete.
72. 72
Lunch and Learns
ModernEnterpriseSEO
SEO is not a button that is pushed. It requires
a variety of stakeholders to be aware of what
needs to be done so they can flag
opportunities to bring SEO in.
This can only be done through education.
Bring people to the table with free food.
73. 73
Cross-channel Alignment
ModernEnterpriseSEO
Although interactions will naturally be
different across different channels, it is
important that basic strategies and messages
are aligned. The key to delivering a positive
experience is consistency that should mean
outcomes are extremely, regardless of the
channel that is being used.
74. 74
Integrated Search
ModernEnterpriseSEO
A key area to test and learn for SEO is in Paid
Search. There is almost always an opportunity
for Paid and Organic to work together to save
time, money and prioritize opportunities for
improved performance.
75. 75
Think Like a Product Manager
ModernEnterpriseSEO
Product Managers are great at translating
requirements into things that engineers can
understand. Embrace agile methodologies,
learn to write user stories and get comfortable
with development vocabulary so you can join
meetings and help push your SEO
recommendations along.
77. 77
Natural Language Generation
ModernEnterpriseSEO
We live in the future now with advanced
natural language generation capable of
creating text for the all the areas of websites
that people should not need to spend their
time.
Check out our post on this:
https://bit.ly/Natural_Language_Generation
78. 78
Automated 301 Redirection of
Broken Link Targets
ModernEnterpriseSEO
https://bit.ly/SEO_Redirects
The Foolproof Guide to Redirects
If you redirect old URLs to new one (in example:
A to C and B to C) all 301's should be removed
from index and SEO will be redirected to the new
page/url. Remember that 100% SEO will never
be transferred to the new URL.
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Crawl Speed & Site Speed
ModernEnterpriseSEO
As your site gets bigger, the speed of the pages impacts how often Google crawls them. The more Google crawls, the
more opportunities you’ll have to rank.
82. 82
Internal Link Building
ModernEnterpriseSEO
Internal links also connect your content and
give Google an idea of the structure of your
website. They can establish a hierarchy on
your site, allowing you to give the most
important pages more link value than other
less valuable pages.
83. 83
Reverse Proxies
ModernEnterpriseSEO
In computer networks, a reverse proxy is a
type of proxy server that retrieves resources
on behalf of a client from one or more
servers. These resources are then returned
to the client, appearing as if they originated
from thep proxy server itself.
84. 84
Domain Acquisition
ModernEnterpriseSEO
If you already have an established brand name,
getting a domain for that brand name is a
practical must; not only will it help you rank
higher and be more memorable, it will also stop
potential competitors or poachers for using your
branded domain for other purposes.
90. 90
Mike King
Founder and Managing Director
Twitter: @iPullRank
Email: mike@ipullrank.com
Website: https://ipullrank.com
Get in touch if you need some help!
ModernEnterpriseSEO
Thank You!