Successfully reported this slideshow.
Your SlideShare is downloading. ×

SEO & Large websites - Search University 2012

Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Upcoming SlideShare
Onsite SEO Webinar
Onsite SEO Webinar
Loading in …3
×

Check these out next

1 of 42 Ad

SEO & Large websites - Search University 2012

Download to read offline

A presentation I gave @ Search University 2012. Rock solid tips & takeaways on how to improve your overall SEO strategy for large websites.

Topics covered, such as:
- SIte architecture
- Internal linking
- Microformats
- XML sitemaps
- Site speed





A presentation I gave @ Search University 2012. Rock solid tips & takeaways on how to improve your overall SEO strategy for large websites.

Topics covered, such as:
- SIte architecture
- Internal linking
- Microformats
- XML sitemaps
- Site speed





Advertisement
Advertisement

More Related Content

Slideshows for you (20)

Advertisement

Recently uploaded (20)

Advertisement

SEO & Large websites - Search University 2012

  1. 1. 1
  2. 2. SEO & large websites Sven De Meyere 10h20 – 10h40
  3. 3. SEO & large websites About me...
  4. 4. 4
  5. 5. Over there... 5
  6. 6. SEO & large websites Introduction...
  7. 7. Why this topic? ‣ Been there, done that ‣ Lot’s of misconceptions ‣ Large is the new ‘normal’
  8. 8. Topics ‣ Key factors & quickwins ‣ Optimize the workflow ‣ Which tools to use ‣ How to measure ‣ 8 rock solid takeways
  9. 9. SEO & large websites Key factors & quickwins...
  10. 10. Site architecture & internal linking Image source: https://seogadget.co.uk/solving-site-architecture-issues/
  11. 11. Site architecture & internal linking Image source: https://seogadget.co.uk/solving-site-architecture-issues/
  12. 12. Site architecture & internal linking Image source: https://seogadget.co.uk/solving-site-architecture-issues/
  13. 13. Site architecture & internal linking ‣ Horizontal & vertical linking ‣ Navigation ‣ Breadcrumbs ‣ Footer links ‣ Header logo ‣ Impact increases with number of pages
  14. 14. Smart use of XML sitemaps ‣ Standard XML sitemaps = band-aid solution ‣ Site architecture > Sitemaps ‣ Index sitemaps ‣ Image sitemaps ‣ Video sitemaps ‣ News sitemaps
  15. 15. Smart use of XML sitemaps
  16. 16. Index XML sitemaps <?xml version="1.0" encoding="UTF-8"?> <sitemapindex xmlns="http://www.sitemaps.org/schemas/sitemap/0.9"> <sitemap> <loc>http://www.example.com/sitemap1.xml.gz</loc> <lastmod>2004-10-01T18:23:17+00:00</lastmod> </sitemap> <sitemap> <loc>http://www.example.com/sitemap2.xml.gz</loc> <lastmod>2005-01-01</lastmod> </sitemap> </sitemapindex>
  17. 17. Microformats Resource to check: http://schema.org
  18. 18. Microformats ‣ Improvement in CTR ‣ Small (development) cost ‣ Template -> scalable impact ‣ Semantic data markup Resource to check: http://schema.org
  19. 19. Microformats Resource to check: http://schema.org
  20. 20. Site speed ‣ Crawl rate & indexation ‣ Server costs ‣ User experience ‣ Amazon research: 0,1s loading time = -1% sales
  21. 21. SEO & large websites Let’s get to work...
  22. 22. If you don’t know where you’re going, any road will take you there..
  23. 23. Get the basics right Get the basics right Image source: http://www.seomoz.org/blog/whiteboard-friday-the-seo-fundamentals-pyramid
  24. 24. First you automate... ‣ Use the power of templates ‣ <title> template ‣ Meta description template ‣ <h1> template
  25. 25. First you automate... <title>$productname - Buy now, only $price! | $brandname</title> <meta name="description" content="Looking for $productname? Available in our webshop at $price. Fast delivery and money back guarantee."> <h1>$productname</h1>
  26. 26. Then you analyze... ‣ Top organic landing pages ‣ Top converting pages
  27. 27. Then you digg for gold... ‣ Manual re-optimization of key pages ‣ More specific <title>’s (longtails?) ‣ More specific meta descriptions (advantage?)
  28. 28. Get everyone on board ‣ Everyone can help (PR / HR / Marcom / ...) ‣ People like to be involved ‣ Provide training ‣ Share data
  29. 29. Some competition, maybe? ‣ Get inhouse people to write content / blogposts ‣ Track author through custom vars in GA ‣ _setCustomVar(1, Author, Sven De Meyere) ‣ Declare winner each month: ‣ Most organic visits / leads / sales / revenue
  30. 30. SEO & large websites The large website SEO toolkit
  31. 31. Large website SEO toolset On-site & off-site monitoring • Google Webmaster Tools • Bing Webmaster Tools (seriously!) • SeoMoz campaigns Rankings • Webceo Link analysis • MajesticSEO • Open Site Explorer
  32. 32. Use the available API’s • SeoMoz link metrics • MajesticSEO • Webceo online
  33. 33. And build your own tools
  34. 34. SEO & large websites Measuring your failure success...
  35. 35. Different sets of metrics • Business metrics • SEO metrics • Link metrics
  36. 36. Business metrics • Organic (non) branded revenue!!! • ROI
  37. 37. SEO metrics • (non) Branded keyword rankings • # organic (non) branded conversions • # organic (non) branded visits • # unique organic landing pages • Top X organic (non) branded landing pages • # unique organic keywords • Top X organic (non) branded keywords
  38. 38. Link metrics • On domain level • On page level • Domain authority • Page authority • # external links • # external links • # referring root domains • # external referring root domains • % follow vs nofollowed links • % follow vs nofollowed links • % anchor text VS branded links • % anchor text VS branded links • # internal links
  39. 39. Benchmark your progress • Short term • Compare with previous month • Careful: trends & seasonality? • Long term • Compare with same month last year • Careful: changes on-site or in Analytics config?
  40. 40. SEO & large websites 8 rock solid takeaways...
  41. 41. 8 key takeaways... 1. Horizontal & vertical internal linking 2. Use index XML sitemaps to discover weak spots 3. Microformats: boost your organic CTR 4. First things first: get the basics right 5. Automate when possible, adjust when necessary 6. Get everyone on board 7. API’s: use them! 8. Larger websites -> different metrics for success
  42. 42. Thank you. And now, coffee please...! sven@wijs.be twitter.com/demeyeresven

×