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  1. 2. Degrees of Separation & Being Effective <ul><li>Steve </li></ul><ul><li>Kevin </li></ul><ul><li>Mich </li></ul><ul><li>Jim </li></ul><ul><li>Jay </li></ul><ul><li>Jennifer </li></ul><ul><li>Alex </li></ul><ul><li>Derrick - Emilie - Sudhir - Heather </li></ul><ul><li>You don’t have to be high up in the org to be influencial. </li></ul><ul><li>It’s not just about buying beers. </li></ul><ul><li>It takes making real connections and building relationships </li></ul><ul><li>Cross-group collaboration </li></ul>
  2. 3. is One Website w/ Many Parts <ul><li> is a collection of hundreds of “websites” that share one domain name </li></ul><ul><li>Each website impacts all of the other website’s success </li></ul><ul><li>Websites are managed individually </li></ul><ul><li>Websites are published using various content management systems </li></ul><ul><li>Subsidiary website structures are not optimal or consistent </li></ul><ul><li>Until now SEO has occurred on a site-by-site basis, not holistically </li></ul>PAGE
  3. 4. How Organic Search Works <ul><li>Three main components of a search engine: </li></ul><ul><ul><li>Crawling </li></ul></ul><ul><ul><ul><li>Software agent called a crawler (also called robot, bot, or spider) discovers web pages by following links </li></ul></ul></ul><ul><ul><ul><li>Crawlers only fetch a limited number of pages at a time (called threads). URLs of pages to fetch are stored in a queue. </li></ul></ul></ul><ul><ul><ul><li>Crawler adheres to exclusions listed in a robots.txt file and/or specific meta tags in code </li></ul></ul></ul><ul><ul><ul><li>Saves the source code of each successfully fetched page </li></ul></ul></ul><ul><ul><li>Indexing </li></ul></ul><ul><ul><ul><li>Collects and filters content from each saved page </li></ul></ul></ul><ul><ul><ul><li>Filters duplicates and low quality pages </li></ul></ul></ul><ul><ul><ul><li>Organizes data for speed and relevance of returned results </li></ul></ul></ul><ul><ul><li>Ranking </li></ul></ul><ul><ul><ul><li>Software processes search keywords and ranks web pages based on unique algorithms. </li></ul></ul></ul><ul><ul><ul><li>Algorithms consider on-the-page and off-the-page factors including web page copy, meta data, and inbound & internal links </li></ul></ul></ul><ul><ul><ul><li>Each search engine has a unique formula for determining relevance. </li></ul></ul></ul>PAGE
  4. 5. The SCOPE of SEO is BIG <ul><li>Major discrepancies in pages indexed is an indicator of severe structural issues </li></ul><ul><li>Live Search includes more pages but many are low quality pages that clutter results </li></ul><ul><li>Resolving complex structural issues enables quick discovery of new content and deep indexing of high-quality pages </li></ul>PAGE Pages Indexed
  5. 6. SEO Focus Areas Enabling Infrastructure & Influencing Change Focus on Measurable Business Outcomes PAGE Site-wide SEO Initiatives Organic Search Measurement Framework Search Center of Excellence Search Technology Suite Site-level SEO Programs Proof of Concepts (POC) Page-level
  6. 7. Site-wide SEO Initiatives - Top Five Barriers <ul><ul><li>Duplicate and undesirable pages </li></ul></ul><ul><ul><li>From a sampling of 97,000 URLs discovered during a SEO Proof of Concept program, only 7,000 had unique content.  90,000 were duplicates of the 7,000.  </li></ul></ul><ul><ul><li>Excessive use of redirects </li></ul></ul><ul><ul><li>From a sampling of 400,000+ URLs on, 40% pass through redirects.  This large percentage of redirects increases the amount of time it takes for search engines to crawl the site and takes up valuable space in the search engine indexes.  </li></ul></ul><ul><ul><li>Improper error handling </li></ul></ul><ul><ul><li> Search engines will continue to index outdated pages that serve the incorrect server response. When a URL is requested that does not exist, it is very important that the error is handled properly.  </li></ul></ul><ul><ul><li>Structure of subsidiary content </li></ul></ul><ul><ul><li>Most subsidiary websites live on the domain at the directory level (eg. .  Search engines do not typically use directory names to determine the geo location of a website. This prevents users from finding content for their region. </li></ul></ul><ul><ul><li>Low quality page titles and meta tags </li></ul></ul><ul><ul><li>Titles and meta descriptions are two basic, yet important components of SEO. Most of the titles and meta descriptions on have not been written with SEO in mind.  Some pages do not even have titles and meta descriptions. </li></ul></ul>
  7. 8. Components to Successful SEO Metrics Compelling offers & User-friendly Content Authority Structure
  8. 9. Microsoft Confidential : 05/17/10 : Page
  9. 10. Microsoft Confidential : 05/17/10 : Page
  10. 11. Search Technology Suite - Crawler
  11. 12. Site-level SEO Program Components <ul><li>Business Outcomes and Metrics </li></ul><ul><li>Keyword Research and Selection </li></ul><ul><li>Structural and Technical Audit </li></ul><ul><li>Content Editing for Keyword Integration </li></ul><ul><li>Link Building Strategies and Tactics </li></ul><ul><li>Ongoing Optimization </li></ul>
  12. 13. Thanks! <ul><li>Derrick Wheeler </li></ul><ul><li>Twitter: derrickwheeler </li></ul><ul><li>[email_address] </li></ul>