overcoming the challenges of enterprise seo
TRANSCRIPT
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Jon Henshaw
Co-founder & President of Raven Tools
@RavenJon
Overcoming the Challenges of Enterprise SEOA practical approach to achieving the impossible
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Site Auditing
Marketing Reports
Research
Analytics raventools.com
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The challenge of many properties
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Perfect World One Site
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Real WorldDifferent country specific TLDs, sub-
domains, CMSs, and product and support
sites
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1. Take Inventory
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You will never be able to fix everything at once
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Determine the lowest hanging fruit
Create a list of all propertiesUse a spreadsheet or a document with a grid.
Evaluate the performanceResearch and report on organic traffic and its related events and conversion rates.
Identify any technological hurdlesInclude items like proprietary CMS or difficult to work with IT ;)
Prioritize changes based on biggest gains versus lowest hurdlesDo what you can now while you prepare for bigger challenges.
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2. Methodically Fix Issues
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Automatically find onpage SEO problems using site auditing
software
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Focus on more critical issues first
Page errors, blocked pages, missing meta data, broken images and links
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Implementing or fixing just one thing can provide significant lift
Page Titles, Caching, HTTP/2, Gzip Compression
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“The SEO that changes everything at once on an enterprise site will suffer a long and horrible death.”- Me, just now
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3. Seriously, don’t do it!
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No guarantee the changes will be implemented correctly
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The more changes you launch at the same time, the more difficult it will be to understand and fix new
problems
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Risks include de-indexing and/or adversely affecting SERPs
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“The cautious SEO that goes step-by-step with an enterprise site probably won’t suffer a long and horrible death.”- Also me, just now
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4. Fighting the good fight
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A degree in psychology is always helpful(Not practical, but helpful)
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Observe and learnGet a better understanding of company politics and people before going to battle
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Use what you learn to get what you want(Ethically of course)
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Find ways that will workIf you can’t get WordPress on the main site, request a sub-domain
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5. Convincing people you’re not an idiot: A success story
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Once upon a time there was this SEO that worked at an
international TV and online news company…
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Nobody would listen to this SEO
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After this SEO observed and learned how things got done, he
devised a plan
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He befriended a journalist and convinced them to let him write Page Titles and Headlines for a
week
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Organic traffic and sessions skyrocketed for those posts and he
eventually taught the rest of the journalists
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He became indispensable on big events, like elections, because of his
knowledge of trending topics and keywords
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Then he quit and found a better job
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Thank Y u