SEO for Enterprise: Back to the Basics Adam Audette @audette
SEO for Enterprise: Back to the Basics
Aug 23, 2014
When you really boil it down, in-house SEO leaders are responsible for just three things: 1) Driving traffic, 2) Reporting on the channel, 3) being the bridge. This deck requires more explanation (all content was delivered verbally), but should illustrate one basic fact: keeping it simple is the key to success in enterprise SEO!
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Transcript
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.
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