21 tactics that help you succeed at enterprise mega seo by john shehata
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#SMX #22D @JShehata
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21 Tactics That Help you Succeed at
Enterprise Mega SEO
#SMX #22D @JShehata
1. Develop Technical Skills
#SMX #22D @JShehata
Develop Analytics/Excel Skills GWT (Search Queries) + Google KWs + GA Traffic + Rankings Screaming Frog + SEOmoz Top Pages + SEOmoz Crawl Test + GWT Errors
#SMX #22D @JShehata
2. Understand Your Technology • CMS • APIs • etc
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3. Build Relationships
Communicate in Person, Emails are not enough
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4. Dev/Tech Language Tech/Dev Teams • Great ally or the worst hurdle • Push Back when appropriate • Your strategy is Dead-On-Arrival without technical resources. • Never say “it is easy” • Never say “is it doable?”
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5. Find Hidden/Shared Resources Sister companies Cross promotions, Talents in other departments Link Building
• Internal • Vendors/affiliates • Sponsorships • Legal contracts • Content syndication • etc
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6. Show Value
17% - 35%
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7. SELL Your Projects Align your Goals with the Company’s Goals i.e. Align your Projects with the Company’s Projects Find a project sponsor
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8. Quick Wins First Don’t do any radical changes in the first 3-6 months Focus on quick wins Start with Solid Winners not Expirments Earn a reputation that your recommendations work
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9. Initiate Big Projects Small Projects Justifies Big Projects Divide Big Projects into smaller tasks Find projects that can include these tasks Focus on quick wins
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10. Choose your Battles Wisely Prioritize / Ask your manager to prioritize your work
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11. Stop Long Emails Tell A Story / Promote your success / Use Numbers
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12. Stop Whatever Doesn’t Provide Value
Task, Reports, Meetings, etc.
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13. Center of Excellence [COE] SEO Ambassadors (across sites, global, editorial, IT, etc.)
Highlight the Champ Badges / Compliance Certificate Train the trainer
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14. Education • Bi-Weekly / Monthly / Quarterly Training • Wiki • FAQ • BPGs
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15. We are Consultants!! We provide recommendations to other teams to implement!!
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16. SEO is Evolving SEO is not dead, it is Evolving, and so must you too!!
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17. Develop A Content Marketing Strategy Editorial calendar Evergreen content Product Reviews Best/Worst Lists Trending topics National vs. Local Content
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18. Mobile SEO Your Platform is no longer just desktop!
Mobile (+social) is a must App/Tablet Optimization YouTube Etc
+94%
#SMX #22D @JShehata
19. Make Them The Hero • Communicate Results to participating teams • Make others great! Focus on making the other people successful,
and you’ll earn their trust. • Make your emphasis how SEO will make them successful. • Make a big deal of giving public acknowledgement of their vital
contribution. • Respect the hard work these folks have to do that has nothing to
do with your SEO needs
#SMX #22D @JShehata
20. Less Is More • Focused recommendations • Focused emails • Focused reports • etc.
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21. Establish an SEO Process Discovery
Understand Project Goals and objectives
Traffic Sources:
Search, Social, Internal traffic?
Top Keywords: what is the
search interest?
Location on site: directory,
subdomain, page, sections,
etc.?
Do we need a CName?
Do we need a landing page (/blogs/) for all
created templates
Content: is it new content, new
content replacing existing content,
removing old content, etc.? Will page content be
delivered via Javascript, AJAX, other un-friendly
SEO technologies? do we need a separate XML
sitemap?
Design
wireframes/design comps review
breadcrumbs placements
text placement
social integrations
H1 heading tags
SEO recommenda
tions for label, layout
and links
Pre Dev.
Meta Date (page titles,
meta description, keywords)
SEO friendly URL formats
Copy Reviews: does the
page need intro/closing
copy?
Canonical tags
Social tags / Other tags
robots.txt updates if
needed
analytics integration
secure 5 links to new
content
Schema Implementati
on
QA
Quick SEO QA
Baseline analytics reports
Content in Feeds
Live
SEO BPG if needed
3,6,9 months reports
Link Building
Ranking Reports
John Shehata 2013
#SMX #22D @JShehata
SEO Roadmap Company Goals
Team/Departments
SEO Challenges & Opportuni:es
Strengths & Weaknesses
Workflow/Process
Analy:cs/Baseline reports
researching / info gathering
Technology, Code
Content, Links, Social Media
Building Targeted Keyword lists
Crawl Errors
Comp. Analysis
PM Process
Training SEO 101 Training SMO 101 Training Tech/Dev Training PM/Product Training Execu:ve Training Best Prac:ces Guides (BPG) SEO/SMO Blog/Wiki Search/Social Media Monthly NewsleQer Answering emails SEO/SMO Compliance Test Content Strategy
Low Effort, Big Wins On Page Op:miza:on Page Titles, Meta Tags HP / Sec:on Pages 302/301 Redirects Robots.txt fixes Error Pages Meta Tags / Social Tags Op:miza:on Rich Snippets Duplicate Content Canonical Tags
Big Projects List Videos / Photos Mobile Content Ver:cal Op:miza:on Universal SERPs Rich Snippets Link Building Crawl Efficiency Social Media Syndica:on
Daily Reports Monthly Reports Author Reports Category/Product
Reports Social Media Reports Project Reports Seasonal Reports
Support ongoing and new projects SEO Recos to seasonal content Provide SEO Recos to Breaking News
Discover Inform Quick Wins
Big Wins Support Report &
Analyze
#SMX #22D @JShehata
#Bonus: Be a Good Person Approachable
Available Share Knowledge Train and Train Again Invest in People, Develop Skills Optimize for Users not SE SEO
#SMX #22D @JShehata
Thanks John Shehata @JShehata
#SMX #22D @JShehata
SEO Roadmap • Discover
What are the main objectives of the site (sales, Pageviews, etc.) Know the Team (Design, IT, Legal, Editorial, Marketing, PM, Technology, Analytics) SWOT Analysis / Challenges and Opportunities Extensive Site Audit (GWT, Screaming Frog, Crawl Errors, etc.) Competitive Analysis (SEO, Social Media, Links, Rankings, etc.) Understand The PM Process / Editorial Workflow Understand Technology & Code Build Targeted KWs lists (KW research, Analytics, etc.) Build Baseline Reports (Setup – Analytics Team)
• Define your SEO Metrics (Visits, SEO Visits, etc.) • Identify Conversion Points (Signups, sales, etc.)
Discover Inform Quick Wins
Big Wins Support Report &
Analyze
#SMX #22D @JShehata
Maximize Enterprise SEO • Understand your Weaknesses and Strengths
Media Sites • Lots of content • Videos vs. Text? • Lots of Links • No Sales
Ecommerce
• Lots of Products • Same Product Description across multiple sites • Little Unique Content • Duplicate content
#SMX #22D @JShehata
Maximize Enterprise SEO • Issues
– Content Overlap – Inefficient Crawling (Millions of Pages) – Too much content to optimize – One man department – Tech/Dev/Company has other priorities – Duplicate Content On Site/Off Site – Etc..
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Maximize Enterprise SEO • Questions to ask (before you start):
SEO Budget Resources Legal Tools Usability Previous SEO? Previous link building??
#SMX #22D @JShehata
SEO Roadmap • Inform “Develop Institutional Knowledge”
Training (SEO 101, Tech/Dev Training, PM/Product Training) Executive Training: C-level executive buy-in is a must (It is not Voodoo Magic!) Best Practices Guides (BPG) / One Sheet Checklist SEO/SMO Blog/Wiki Search Monthly Newsletter Answering emails SEO Compliance Test Customize your training material
Discover Inform Quick Wins
Big Wins Support Report &
Analyze
#SMX #22D @JShehata
Maximize Enterprise SEO • Project Management Process Integration
SEO is not an afterthought (It starts before development) Understand The Process Kick Offs / Traffic Sources Expectations Requirement gathering IT / Development Design Comps Content / Internal Links Do your own QA Reports Check Changes to the site [changedetection.com]
#SMX #22D @JShehata
SEO Roadmap • Quick Wins “Low Hanging Fruit: Low Effort, Big Wins”
– Site Level Optimization – Duplicate Content – 302/301 Redirects – Robots.txt fixes – Canonical Tags – Crawl Errors, Error Pages – Link Building (partners, affiliates, widgets, etc.)
– Template Level Optimization – On Page Optimization (layout, Heading Tags, etc.) – Page Titles, Meta Description, SEO Tags – Inline Linking / Deep Linking – Pagination
Discover Inform Quick Wins
Big Wins Support Report &
Analyze
– Page Level Op:miza:on
– Money Terms
– Top 10 Paid Keywords -‐ PPC
– Top Keywords
– 2nd Page Rankings
– Top Exit Pages (Bounce rate)
#SMX #22D @JShehata
Low Hanging Fruits 2nd Page Rankings 1 KWs = 1,000,000 Total Local Volume
If #11 generates 2% CTR
And #10 generates 4% CTR
Moving 1 KWs from page #2 to page #1 will generate 20K more clicks
Low CTR-High Ranking Terms
#SMX #22D @JShehata
SEO Roadmap • Big Wins “Big Projects”
Rich Media Optimization: Videos, Photo Galleries, Etc. Mobile SEO Content Verticals Optimization (entertainment, tech, etc.) Universal SERP Optimization (News, Videos, Shopping, Local, Google+, etc.) Rich Snippets Link Building Campaigns Crawl Efficiency / Duplicate Content / URL Architecture Syndication Social Media
Discover Inform Quick Wins
Big Wins Support Report &
Analyze
#SMX #22D @JShehata
SEO Roadmap • Support
Support ongoing and new projects SEO Recos to seasonal content Provide SEO Recos to Breaking/Trending News SEO Recos to all new design and tech projects
Discover Inform Quick Wins
Big Wins Support Report &
Analyze
#SMX #22D @JShehata
SEO Roadmap • Reports & Analysis “Tell A Story”
Executive Summary is a Must Daily/Monthly Reports YOY, Seasonal Reports Author/Content/Product/Vertical Reports Social Media Reports Project/Event Reports Content Reports Lag/Lead Reports Promote your work //// Track traffic changes for all work done
Discover Inform Quick Wins
Big Wins Support Report &
Analyze
#SMX #22D @JShehata
Thank You @JShehata