seo for large sites
DESCRIPTION
My presentation on SEO for large sites at Affiliate Summit East 2011TRANSCRIPT
SEO for large [email protected]
Tom Critchlow
VP Operations NYC
www.distilled.net
@tomcritchlow
Fiercely curious. Passionate about learning. Email me!
slideshare.net/tomcritchlow/
How To Deliver Documents
SEO in 2011
SEO Is Technically Challenging
We live in the future
But Let’s Get The Basics Right First
How To Deliver Documents
Measure Everything
In a startup you are constantly under pressure and have way too many distractions. Having a set of metrics that you watch & that you feel are the key drivers of your success helps keep clarity
“
Mark Suster
In a startup SEO you are constantly under pressure and have way too many distractions. Having a set of metrics that you watch & that you feel are the key drivers of your success helps keep clarity
“
Mark Suster Tom Critchlow
Audit Your Analytics Setup
Measure Leading Indicators
Manage What You Measure
Monitoring things that you have direct control over, such as number of new pages published, can really help you figure out what’s working and what’s not.
Resources
• http://www.slideshare.net/a4uexpo/advanced-analytics-for-affiliates-tom-critchlow
• http://code.google.com/apis/analytics/docs/tracking/gaTrackingCustomVariables.html
• http://www.seomoz.org/blog/5-quick-google-analytics-hacks
How To Deliver Documents
Information Architecture
Information Architecture Crucially Important For Large Sites
Navigation & Categories Should Correspond to User Behaviour
Pagination Is Always Bad for IA
Understand Crawl Allowance
Faceted Navigation Is Tricksy
Use Semantic XML Sitemaps for Indexation Intelligence
Resources• http://www.distilled.net/blog/seo/case-study-determining-site-architecture-from-key
word-research/
• http://www.blogstorm.co.uk/using-multiple-sitemaps-to-analyse-indexation-on-large-sites/
• http://seogadget.co.uk/solving-site-architecture-issues/• http://seogadget.co.uk/wp-content/uploads/2011/02/SES-2011-Architecture-Richard-Baxt
er.pdf• http://www.distilled.net/blog/seo/a4uexpo-munich-data-feed-seo-advanced-informat
ion-architecture/
• http://www.seomoz.org/blog/an-illustrated-guide-to-matt-cutts-comments-on-crawling-indexation
• http://www.seomoz.org/blog/information-architecture-faceted-navigation-duplicate-content-oh-my
• http://www.seomoz.org/blog/building-faceted-navigation-that-doesnt-suck
How To Deliver Documents
User Generated Content
http://dis.tl/benefits-ugc
Think of UGC as a valuable finite resource
http://www.flickr.com/photos/donsolo/2243154949/
How To Deliver Documents
Panda
Page Quality Is Important
Page Quality Is Not Binary
How To Deliver Documents
http://dis.tl/panda-questions
It’s important for webmasters to know that low quality content on part of a site can impact a site’s ranking as a whole
“
Michael Wyszomierski – Google Employee
Lazy Pages Really Hurt You
http://www.flickr.com/photos/ggunson/21535407/sizes/z/in/photostream/
Large Site SEO Task:Remove Crap Pages From The Index
VS
Track Page Quality in Custom Variables
_gaq.push(['_setCustomVar',1,‘Reviews',‘4',3]);
Track Page Quality in Custom Variables
Resources• http://
www.seomoz.org/blog/how-googles-panda-update-changed-seo-best-practices-forever-whiteboard-friday
• http://www.seomoz.org/blog/replicate-googles-panda-questionnaire-whiteboard-friday• http://www.distilled.net/blog/seo/googles-pandafarmer-update-what-to-do-about-it/• http://b2b.reevoo.com/resources/ebooks/ugc-and-seo?press• http://www.seomoz.org/google-algorithm-change• http://
searchengineland.com/the-farmerpanda-update-new-information-from-google-and-the-latest-from-smx-west-67574
How To Deliver Documents
Keyword Research
Understand Keyword Themes & Categories
Provide Guidance In Your CMS
Clean & QA Your Data
Resources• http://strategizer.wordtracker.com/• http://www.slideshare.net/richardbaxterseo/automating-and-scaling-keyword-research• http://www.wordtracker.com/academy/long-tail-keyword-research• http://www.seomoz.org/blog/keyword-research-using-categories
How To Deliver Documents
Link Building
Widgets
Truly Awesome Content
Repeatable Processes
Leveraging Partnerships
Content in Scale + Zemanta
Resources• http://www.seomoz.org/blog/negotiating-partnerships-for-scaleable-linkbuilding• http://www.seomoz.org/blog/scaling-link-building-whiteboard-friday• http://www.oyster.com/hotels/photo-fakeouts/• http://www.pitchup.com/• http://www.trulia.com/crime/• http://www.zemanta.com/outreach/
www.distilled.net/events/
Tom Critchlow
VP Operations NYC
www.distilled.net
@tomcritchlow
Fiercely curious. Passionate about learning. Email me!