SEO for Enterprise: Back to the Basics

SEO for Enterprise: Back to the Basics

Adam Audette@audette

What are all the things you should could be doing?

@audette

PandaPenguin

HummingbirdPayday Loans

MobileLink Building

Knowledge GraphAuthorship

Log file analysisSchema.org

Site architecturePaginationCrawling

Site SearchDuplicate Content

Site SpeedSitemapsReporting

Secure SearchSEO Tools GaloreContent Strategy

Faceted NavigationRobots.txt

Internal LinkingCanonical Annotations

Meta NoindexNofollow

Paid Links

@audette

PandaPenguin

HummingbirdPayday Loans

MobileLink Building

Knowledge GraphAuthorshipSchema.org

Site architecturePaginationCrawling

Site SearchDuplicate Content

Site SpeedSitemapsReporting

Secure SearchSEO Tools GaloreContent Strategy

Faceted NavigationRobots.txt

Internal LinkingCanonical Annotations

Meta NoindexNofollow

Paid Links

@audette

The only things that count are what you ACT ON.

Ideas are only sparks.

What did you sign up for?

To drive organic traffic.

To report on your channel.

To be the bridge.

So how do you get there?

Start by eliminating the DON’Ts

1. Don’t (try to) build links.

Up to 40% of new clients have penalties from previous “SEO”

work.

2. Don’t obsess on rankings.

It’s about TOPICS not keywords.

More actionable

(search volume by topic)

Easier to spot trends

(seasonality)

Not myopic (less ranking

reports)

More insightful (queries change)

3. Don’t ignore technical SEO.

Technical SEO is more important than ever.

Googlebot crawling

javascriptMobile SEO

Faceted navigations

Duplicate content

Site latency

International SEO

Domain migrations

Panda Penguin

Future algorithmsFuture changes

4. Don’t create massive site audits.

It’s not what’s ‘wrong’ with your site. It’s what moves the needle.

1. Identify top priorities ->

2. Sync with business ->

3. Create tickets and

ship!

5. Don’t ignore the basics.

Consistency is key

Internal links!

Canonical URLs!

XML sitemaps!

Off-page signals!

Shiny things are shiny.Boring things drive $$$.

Basics. Sexy.

Didn’t follow the basics.

7. Don’t shortchange your value.

You have unique skills. Think big.

I should write title tags and run ranking reports…

You have unique skills. Think big.

I should write title tags and run ranking reports…

A good SEO is a strategist.

I should run an opportunity

forecast.

A good SEO is creative.

What sorts of business

intelligence can I do on

our competitors?

A good SEO is a keen analyst who wants to WIN.

I should finish that

competitive analysis.

8. Don’t treat social as direct marketing.

Social ≠ Transactional

9. Don’t ignore the Knowledge Graph.

It’s kind of a big deal.

It’s kind of a big deal.

It’s kind of a big deal.

10. Don’t chase the algorithm.

Search engines follow users.

Search engines follow users.

It’s not actually

about this

“I use search engines to find stuff.”

Search Rank & Display Page Content Conversion &

Motivation

It’s about this

“I use search engines to find stuff.”

Search Rank & Display Page Content Conversion &

Motivation

User exp. begins here

It’s about this

Content creates the conversion

Now what?

Remember three things.

Three things:

1. Drive traffic2. Report on channel

3. Be the bridge

Be unwavering.

Adam Audetteaaudette@rimmkaufman.com @audette

The end.