seo for enterprise: stuff you can do yourself!
DESCRIPTION
SEO is dead. But is it? Well, it doesn't matter anyway because in the enterprise we have NO TIME and NO RESOURCES anyway. Well, this deck is here to save you. Here are about 9 things you can do yourself without the need for anyone else. Get after it.TRANSCRIPT
SEO is dead.You have no time.
Welcome to BIG SITE SEO!
SEARCH CHURCH
November 2013
Adam Audette@audette
SEO IS DEAD
SEO IS DEAD
SEO IS DEAD
SEO IS DEAD
SEO IS DEAD
SEO IS DEAD
SEO IS DEAD
SEO IS DEAD
SEO IS DEAD
SEO IS FOR SURE SUPER DEAD
PAID : ORGANIC CLICKS IN B2B
SEO IS DEAD
SEO IS DEAD
SEO IS DEAD
SEO IS DEAD
SEO IS DEAD
SEO IS DEAD
SEO IS DEAD
PAID : ORGANIC CLICKS IN B2B
SEO IS NOT DEAD
MARKETING & INNOVATION
Digital Visibility
Content
SEO cannot exist in a silo
PPC
CSEs
PLAs
Display
SEO
Tech
On-PageLinks
Social AdsWebsite
SocialSearch
Digital Visibility
PPC
CSEs
PLAs
Display
SEO
Tech
On-PageLinks
Outcome
Search
SocialPaid
SocialSearch
Content
Social Ads
Community Management
Website
SEO WILL ALWAYS CHANGE
THE BLUE SKY…
YOU KNOW WHAT NEEDS TO BE DONE
BUT YOU HAVE NO TIME
YOU HAVE NO RESOURCES
SEO KNOWLEDGE IS NOT WIDESPREAD
LEADERSHIP WANT QUICK FIXES and SILVER BULLETS
WHAT YOU DON’T SHIP, DON’T COUNT
TIP #1PROJECT THE OPPORTUNITY
PROJECT THE OPPORTUNITY
PROJECT THE OPPORTUNITY
PROJECT THE OPPORTUNITY
PROJECT THE OPPORTUNITY
PROJECT THE OPPORTUNITY
PROJECT THE OPPORTUNITY
PROJECT THE OPPORTUNITY
PROJECT THE OPPORTUNITY
PROJECT THE OPPORTUNITY
Traffic Organic
conversion %
Leads / sales
LOTS OF TIPSSTUFF YOU CAN DO YOURSELF
1. GWT TOP PAGES REPORT
GWT TOP PAGES REPORT
2. GET QUERY LEVEL DATA
(Not Provided) SUCKS!
INTERNAL-ish SOURCES
Internal Paid search query report Site search data GWT queries New paid & organic report Bing queries
ADWORDS SEARCH QUERY
Good: Actual queries that triggered paid ad Data IS available via API
ADWORDS SEARCH QUERY
Not so good: Paid search ≠ organic search behavior Have to be running paid ads And there’s this…
ADWORDS SEARCH QUERY
Not so good: "you’ll only see search terms that were
used by people at least 24 hours ago and have either received clicks in the past 30 days or were searched for by a significant number of people."
ADWORDS SEARCH QUERY
Not so good: "Any search terms that did not meet this
criteria will be summed up in the 'Other search terms' row.”
ADWORDS SEARCH QUERY
SITE SEARCH DATA
Good: Hey, it’s keyword data!
SITE SEARCH DATA
Not so good: Site search ≠ organic search Your site probably has issues
GWT DATA
Good: The actual queries! FTW! Impressions, avg. position, CTR
Uncovering (Not Provided)
GWT DATA
Not so good: Limited to ~2,000 queries per day
(there’s a trick to expand this) Queries are bucketed Clicks ≤ 1 don’t count Data is ‘sanitized’
PAID & ORGANIC ADWORDS REPORT
Good: Query data!
Impressions, avg. position, CTR View of paid + organic
PAID & ORGANIC ADWORDS REPORT
Not so good: Not in the API
(at least not officially?) You’ve gotta’ be running paid search!
BING / YAHOO! BABY
Good: You’ve got actual organic query data It’s raw and unfiltered
BING / YAHOO! BABY
Not so good: Small segment of organic search
~20% of RKG’s clients’ traffic
BING + YAHOO! = 20%
HOW ‘BOUT EXTERNAL SOURCES?
HOW ‘BOUT EXTERNAL SOURCES?
External Competitive insight tools (SEM Rush,
Search Metrics, etc) SEO analytics (Brightedge, SEO Clarity,
etc) Panel data (comScore, Alexa,
Quantcast)
CONUNDRUM OF SCRAPED DATA
What scraped data gives you: Query data Ranking position Competitive insight Ecosystem insight
3. VERIFY MORE FOLDERS IN GWT
Why verify more folders? GWT limited to ~2,000 daily queries You don’t control what these are
3. VERIFY MORE FOLDERS IN GWT
Verify folders and subdomains Requires folder structure like
/drinks/whiskey Gives individual account access / data Can be used for subdomains, too
4. ANALYZE LOG FILES
Ask IT for 4 weeks of log files
4. ANALYZE LOG FILES
Ask IT for this: Timestamp URL requested User agent (limit to Googlebot and
Bingbot Response code
Googlebot is spending most of its crawl allotment on two error pages, which could mean these pages return the wrong status code.
Googlebot is crawling the same page with 3 separate URLs, which could indicate a canonicalization/duplication problem.
These URLs with ?utm_source and ?creative_desc parameters shouldn’t be indexed.
SERVER LOG ANALYSIS
Look for: Which URLs have the most requests? Are there duplicate URLs? Any language selector issues? Are 404s returning the wrong status
code? Are parameters being indexed?
5. ADD PARAMETER HANDLING RULES
5. ADD PARAMETER HANDLING RULES
WARNING: Use Care! Be holistic w/other tools.
TECHNICAL READING
SEO tools for duplicate content:http://plotin.us/17ChBFp
Robots.txt best practices for SEO:http://plotin.us/1gnC8Ae
LOG FILE TOOLS
Adam’s: http://www.rimmkaufman.com/blog/seo-diagnostics-tool/15072008/
Ian’s: http://www.portent.com/blog/seo/log-files-for-seo-32011.htm
Sawmill: http://www.sawmill.net/features.html
Splunk: http://www.splunk.com/download/
6. SETUP SEO LUNCHES
Use monthly ‘brown bags’ for: Building bridges across departments Keeping other teams up to speed on
changes Finding out what projects are in the
pipeline
7. USE THE BATHROOM
Put up “did you know” posters: Did u know? SEO isn’t about spamming
search engines! Did u know? When you permanently move a
page use a 301. Did u know? Your SEO team is in building Q
and we’ve got beer!
USE THE BATHROOM
Put up “did you know” posters: Did u know? SEO isn’t about spamming
search engines! Did u know? When you permanently move a
page use a 301. Did u know? Your SEO team is in building Q
and we’ve got beer!
8. CREATE A RUTHLESS ROADMAP
Create a 2014 technical roadmap: Be ruthless: what are THE TOP 3 technical SEO
things that MUST be accomplished in 2014? Say why they must be accomplished (back it up with
data) Build a business rationale with all that time you have
don’t have. Have a year end meeting and set owners and
timelines for 2014.
9. TAKE (OVER) YOUR G+
The G+ is without country: Does social own it? Marketing? Search? In G+ you have a CMS and social channel at
your fingertips With rel publisher and authorship this is ever
more important Hummingbird-ness….
10. QUORA FOR CONTENT IDEAS
Quora and social sites vet for you: What topics are most popular What types of content get shared the most Hat tip: Mike King @ipullrank follow him
11. STEAL YOUR COMPETITOR’S IDEAS
12. INSIGHT FROM TWITTER
BUILD A REVERSE PROXY TOOL
Why a reverse proxy tool: Allows you to make SEO changes w/out need
for IT or dev Gives you flexibility to implement metadata,
titles, and optimizations Provides a relief for swamped dev teams, too
Marketing Engineering Merchandising UX Content
Lives here Spans this and more
97
Marketing Engineering Merchandising UX Content
98
Get your CEO thinking about SEO
Thank you Philly!
Adam Audette@audette