enterprise seo ionsearch samuel crocker
DESCRIPTION
A look at common problems with big brand and big site SEO and the organisations responsible for them. Image credits: http://www.flickr.com/photos/salendron/2402978812/sizes/m/in/photostream/ http://www.flickr.com/photos/alexcreative/4564218323/sizes/m/in/photostream/ http://www.flickr.com/photos/22280677@N07/2272656387/sizes/z/in/photostream/ http://www.flickr.com/photos/53921113@N02/5645102295/sizes/m/in/photostream/ http://inflatableferret.com/articles/the-meat-parade-part-85/ http://www.flickr.com/photos/mightymoss/3098467059/sizes/m/in/photostream/ http://www.flickr.com/photos/creativechusky/6624665015/sizes/m/in/photostream/ http://www.fastcompany.com/1676902/how-nikes-ceo-shook-shoe-industry http://www.flickr.com/photos/stitch/37332189/sizes/z/in/photostream/ http://www.flickr.com/photos/mnfiraq/6076862674/sizes/m/in/photostream/ http://www.flickr.com/photos/laughingsquid/3089358273/sizes/z/in/photostream/ http://www.flickr.com/photos/davepearson/2646358663/sizes/z/in/photostream/ http://www.flickr.com/photos/nrmadriversseat/6255901473/sizes/z/in/photostream http://www.flickr.com/photos/machinemade/5089297557/sizes/z/in/photostream/ http://www.flickr.com/photos/loop_oh/4139019520/sizes/z/in/photostream/ http://www.flickr.com/photos/pcrisologo/3249064439/sizes/z/in/photostream/ http://25.media.tumblr.com/3a141322e135050b38d76c23291c60f8/tumblr_ml8sx7i0hz1r4lywro1_400.jpg http://www.extremetech.com/wp-content/uploads/2012/10/felix-baumgartner-standing-in-his-capsule-about-to-dive-640x480.jpg http://www.flickr.com/photos/23065375@N05/2246559149/sizes/m/in/photostream/ http://firstandfifteenth.bigcartel.com/product/one-a-day-calendar http://www.flickr.com/photos/elycefeliz/3289447227/sizes/z/in/photostream/ http://www.flickr.com/photos/72861652@N00/1282389988/sizes/z/in/photostream/ http://www.flickr.com/photos/adamhenning/45704082/sizes/m/in/photostream/ http://i.huffpost.com/gen/585370/original.jpg http://farm4.staticflickr.com/3640/3505849421_ee1679ceb5_z.jpg http://mobiforge.com/files/bad_information_architecture_small.jpg http://www.anoop-parikh.com/images/library/homebase_brand_guidelines_01.jpg www.washingtonpost.com/blogs/answer-sheet/files/2013/01/alice-falling-down-rabbit-hole1.jpg http://thewellwrittenwoman.com/wp-content/uploads/2012/02/drhouse.jpg http://www.flickr.com/photos/andybeatty/5247263940/sizes/z/in/photostream/ http://www.flickr.com/photos/neilt/2517652/sizes/z/in/photostream/ http://www.flickr.com/photos/sushiesque/5568696809/sizes/z/in/photostream/ http://upload.wikimedia.org/wikipedia/en/7/75/Tps_report.png http://nooooooooooooooo.com/ https://developers.google.com/analytics/resources/concepts/gaConceptsDomains http://www.flickr.com/photos/melitron/4923829202/sizes/z/in/photostream/ http://www.flickr.com/photos/clevercupcakes/2475149762/sizes/m/in/photostream/TRANSCRIPT
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@SamuelCrocker
EnterpriseSEO
Ion
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en·ter·prise /ˈentərˌprīz/noun4. boldness or readiness in undertaking; adventurous spirit; ingenuity.
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Winning a big client
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Do your homework
WINNING A BIG CLIENT
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Set up chemistry sessions and find out about what business issues are important to them
WINNING A BIG CLIENT
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Learn how to speak the language
WINNING A BIG CLIENT
hreflang<title>Schemarel=canonical
ROITVRATLDRIncrementalCost of SaleLifetime valueAttribution
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Know your audience
WINNING A BIG CLIENT
£ BS ROI YOU ME
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Winning budget from “brand” clients
WINNING A BIG CLIENT
• Understand customer behaviour (ROPO)• Create scoring mechanisms• Understand advertising equivalencies for content• Challenge the effectiveness of other channels• Show cost savings in terms they understand• Feeding the funnel• Illustrate brand ranking issues
Don’t call it SEO.
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Advantages to working with big clients
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Big brands that have neglected SEO (or been with a bad agency) can see massive results – quickly.
ADVANTAGES
•Write and rank• Technical tweaks• Sitemaps
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If you play your cards right you can get someone else to do your job for you
ADVANTAGES
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Large companies and websites are inherent authorities
ADVANTAGES
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Potential budgets can be much larger – if you can unlock them
ADVANTAGES
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Overcoming Business Obstacles
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Politics and People
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Getting them to think about what their customers actually want from their brand can be difficult
“If someone doesn’t want to share it, then it might as well not exist”
- Ajaz Ahmed, AKQA
BUSINESS OBSTACLES
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So hit them with some facts from a source they’ll know and trust
BUSINESS OBSTACLES
Source: IBM, ftp://public.dhe.ibm.com/common/ssi/ecm/en/gbe03391usen/GBE03391USEN.PDF
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You’ve got to play nice with others
BUSINESS OBSTACLES
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However, integration can be overrated
BUSINESS OBSTACLES
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So take the lead on integration where it makes sense
BUSINESS OBSTACLES
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But build a strong enough relationship with the client that you can speak up when it doesn’t
BUSINESS OBSTACLES
“I’m not sure this is the best use of people’s time…”
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Getting your channel on the radar can be tough
PersonalitiesApathyUnderstandingReputation of industry
BUSINESS OBSTACLES
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So you’ve got to be proactive and take every chance you get to present to senior leadership
BUSINESS OBSTACLES
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And you’ve got to be prepared to capitalize (scare monger) if the chance arises
BUSINESS OBSTACLES
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Otherwise you may only be noticed when things go wrong
BUSINESS OBSTACLES
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And ultimately you are just one cog in the wheel fighting for finite budget
BUSINESS OBSTACLES
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So always be looking to make your channel and your client (boss) look good – because there’s a lot at stake
BUSINESS OBSTACLES
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Structure and Process
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Traditional brands are (often) woefully unprepared
Getting s**t done
≠Real company s**t
BUSINESS OBSTACLES
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So you need to define ways of working, rules and processes up front to make sure progress is made
• Working on site• Meet with their dev agency/team frequently• Training in the diary• Constant deliverable model• Transparency on costs • Streamlining approval process
BUSINESS OBSTACLES
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Compliance and brand guidelines can really suck the wind out of your creative linkbait ideas
BUSINESS OBSTACLES
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But bigger brands often mean you can make bigger plays – but you’ll have to massively up your game
BUSINESS OBSTACLES
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Working with Global
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Working on global businesses is not always as glamorous as it sounds
BUSINESS OBSTACLES
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You’ve got to get time in the diary with the global team as early as possible
BUSINESS OBSTACLES
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The reality of working in the UK market for most “global” brands is that you need to earn local control
BUSINESS OBSTACLES
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And you won’t always win, so pick your battles
BUSINESS OBSTACLES
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Overcoming common SEO barriers
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Too big to fail?
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The issue with many enterprise clients is that they inherently compete with themselves
SEO BARRIERS
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The ideal solution is to take a portfolio approach to your work
SEO BARRIERS
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But this can get a lot more complicated when holding companies split their brands across agencies
SEO BARRIERS
BRANDSAGENCIES
FUN
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Large sites that have grown organically can have horrible information architecture
SEO BARRIERS
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And can be plagued by duplicate content and orphaned pages
SEO BARRIERS
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The correct solution can be time consuming and costly – but it can also deliver huge results
SEO BARRIERS
http://www.slideshare.net/SamuelCrocker/duplicate-content-ses-london
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Content and Outreach
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Issues with content production include scale, brand guidelines, style guides, ability to publish, etc.
SEO BARRIERS
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You could audit existing content and create processes and guidelines for internal production…
SEO BARRIERS
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Outsource to a trusted partner, or take the production off their hands if you can manage.
SEO BARRIERS
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Linkbuilding: for how many pages are you genuinely going to do outreach*?
SEO BARRIERS
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So, you’re better off mixing it up.
Conduct training (internal and for partner agencies)
Provide keyword mapping
Don’t make them sweat the anchor text
SEO BARRIERS
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Keyword Research
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Keyword research for large brands is not a one-off because you need to be clued up on other marketing activity
SEO BARRIERS
I’d better spend £2,000,000 on a TV
campaign and not create content to rank for it.- No one smart, Ever
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Focus on categorisation and prioritisation for round one.
SEO BARRIERS
BRAND
Converts
Ranks
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Do research based on nodes, and use trend level data to template large initial changes.
Car rental (27,100) Car hire (60,500)
Car hire new york (480) New york car hire (210)
Car rental new york (260) New york car rental (91)
France car hire (590) Car hire france (4,400)
France car rental (240) Car rental france (880)
SEO BARRIERS
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Technical Audits
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With Technical Audits you need to avoid going down the rabbit hole
SEO BARRIERS
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Spend some time onsite and do some diagnostics
SEO BARRIERS
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Focus in on problem areas and dig deeper into these.
It is lupus.
SEO BARRIERS
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Multiple Site Issuses
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International SEO is a minefield that deserves its own presentation
SEO BARRIERS
HreflangDuplicate contentEtc.
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Multiple Domains and Migrations are common barriers but also are often huge missed opportunities
SEO BARRIERS
30% increase in search visibility
26% MoM & 55% YoY increase in traffic
377% Increase in mobile traffic
Review of Informatio
n Architectu
re
Content Creation
for Website
Sub-Domain
Migration
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Enterprise toolkit
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Brightedge for reporting, transparency and campaign management
ENTERPRISE TOOLKIT
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Woo Rank to help you diagnose issues that warrant a digger deep (after you’ve looked around yourself)
ENTERPRISE TOOLKIT
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Screaming Frog* and/or Deep Crawl to find errors, issues with keyword optimisation, etc.
ENTERPRISE TOOLKIT
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Proprietary tools are essential for rank tracking and link management
ENTERPRISE TOOLKIT
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Reporting and Analytics
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Enterprise analytics platforms are usually not fun to use
REPORTING & ANALYTICS
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Always pay close attention to cross-domain tracking
REPORTING & ANALYTICS
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Automate so you can spend more time providing insight
REPORTING & ANALYTICS
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Or, better still, educate so you can provide full visibility
REPORTING & ANALYTICS
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Dear Google, please give us back our data
REPORTING & ANALYTICS
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Special Thanks
https://twitter.com/tipee
https://twitter.com/richardshove
https://twitter.com/mattgammie
https://twitter.com/beccyweeks
https://twitter.com/kurtsinc
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Image Credits
http://www.flickr.com/photos/salendron/2402978812/sizes/m/in/photostream/http://www.flickr.com/photos/alexcreative/4564218323/sizes/m/in/photostream/http://www.flickr.com/photos/22280677@N07/2272656387/sizes/z/in/photostream/ http://www.flickr.com/photos/53921113@N02/5645102295/sizes/m/in/photostream/ http://inflatableferret.com/articles/the-meat-parade-part-85/ http://www.flickr.com/photos/mightymoss/3098467059/sizes/m/in/photostream/ http://www.flickr.com/photos/creativechusky/6624665015/sizes/m/in/photostream/ http://www.fastcompany.com/1676902/how-nikes-ceo-shook-shoe-industry http://www.flickr.com/photos/stitch/37332189/sizes/z/in/photostream/ http://www.flickr.com/photos/mnfiraq/6076862674/sizes/m/in/photostream/ http://www.flickr.com/photos/laughingsquid/3089358273/sizes/z/in/photostream/ http://www.flickr.com/photos/davepearson/2646358663/sizes/z/in/photostream/ http://www.flickr.com/photos/nrmadriversseat/6255901473/sizes/z/in/photostream http://www.flickr.com/photos/machinemade/5089297557/sizes/z/in/photostream/ http://www.flickr.com/photos/loop_oh/4139019520/sizes/z/in/photostream/ http://www.flickr.com/photos/pcrisologo/3249064439/sizes/z/in/photostream/ http://25.media.tumblr.com/3a141322e135050b38d76c23291c60f8/tumblr_ml8sx7i0hz1r4lywro1_400.jpg http://www.extremetech.com/wp-content/uploads/2012/10/felix-baumgartner-standing-in-his-capsule-about-to-dive-640x480.jpg http://www.flickr.com/photos/23065375@N05/2246559149/sizes/m/in/photostream/ http://firstandfifteenth.bigcartel.com/product/one-a-day-calendar http://www.flickr.com/photos/elycefeliz/3289447227/sizes/z/in/photostream/ http://www.flickr.com/photos/72861652@N00/1282389988/sizes/z/in/photostream/ http://www.flickr.com/photos/adamhenning/45704082/sizes/m/in/photostream/ http://i.huffpost.com/gen/585370/original.jpg http://farm4.staticflickr.com/3640/3505849421_ee1679ceb5_z.jpg http://mobiforge.com/files/bad_information_architecture_small.jpg http://www.anoop-parikh.com/images/library/homebase_brand_guidelines_01.jpg www.washingtonpost.com/blogs/answer-sheet/files/2013/01/alice-falling-down-rabbit-hole1.jpg http://thewellwrittenwoman.com/wp-content/uploads/2012/02/drhouse.jpg http://www.flickr.com/photos/andybeatty/5247263940/sizes/z/in/photostream/ http://www.flickr.com/photos/neilt/2517652/sizes/z/in/photostream/ http://www.flickr.com/photos/sushiesque/5568696809/sizes/z/in/photostream/ http://upload.wikimedia.org/wikipedia/en/7/75/Tps_report.png http://nooooooooooooooo.com/ https://developers.google.com/analytics/resources/concepts/gaConceptsDomains http://www.flickr.com/photos/melitron/4923829202/sizes/z/in/photostream/ http://www.flickr.com/photos/clevercupcakes/2475149762/sizes/m/in/photostream/