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SMX West: Industrial Strength SEO Ten Tips for Working with Large-Scale Sites

March 9, 2011 Jenny Halasz

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keyword-driven

customer intelligence method

interpret all user actions as

keyword interactions

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Outdated, ineffective approach to SEO: tweaking text content to match the ever changing ranking algorithms

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• Today’s SERPs are a rich mix of content & digital assets

• Rankings vary based on location, search history, preferences, social network recommendations…

• Online users start their search for information in ways other than a direct statement of need

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Develop a Governance Model

Global SEO Guidelines

Reporting Templates

Webmaster Tools

Technical Execution

Analytics Setup

Regional SEO Training Agenda

KPI’s

Keyword Ownership

Country Priorities

Local

Landing Page Priority

Microsite SEO

Link Building Efforts

SEO decisions will need to be made at varying levels

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Tip #1

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Content Development Process

Identify need for

new content

Conduct keyword research

Map content to theme and

buying cycle

Develop content

and review for user

experience

Publish! Review and

Evaluate

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Tip #2

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Education, Training and Evangelization

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Senior/C Level

• Basic SEO

• Measurable SEO Benefits

• Requirements for Success

Content Developers

• SEO 101 Guide

• Best Practices

• Known SEO Issues

• SEO KPI’s

Local Markets

• SEO 101 Guide

• Best Practices

• Localized SEO Execution

Site Developers

• SEO Processes

• Implementation Strategy

• Do’s and Don’ts

Tip #3

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Usability & SEO – Like Marriage

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Tip #4

Usability SEO

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Keyword Mapping & Integration Strategy

Benefits: • Improves keyword relevancy of individual pages

• Allows pages to achieve full ranking potential

• Limits internal competition

• Provides visitors exactly what they are looking for

Increase keyword performance with page mapping:

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Tip #5

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Manage Keyword Overlap Short tail keyword overlap is not always a negative

Keyword Optimization for Large Enterprises:

• Based on intent of search and customer’s location in buying cycle

• Based on page content and its desired action

• Focus on combination of long and short tail keywords

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Tip #6

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Integrate! No Silos Allowed

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Ongoing Competitive Intelligence

PPC & SEO Coverage

Monitoring

Landing Page Testing

PPC Audits Analytics Support

Training

Tip #7

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SEO & PPC Synergies

Search Synergy

Maximize

Share of Voice

Identify New

SEO/PPC

Keywords

Opportunities

Optimize User

Experience

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Synergies between SEO and PPC allow you to be more efficient and produce a higher output

Tip #7

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Use a Toolset

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Tip #8

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Return on Investment at Keyword Level

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Keyword Level data with Entry Page URL, Engine, Rank, Visits and Conversions

Tip #8

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Quantify Organic Search contribution

• Tag conversion points

• Track SEO traffic through these points

• Tie traffic and conversions to rankings

• Data Insights

Myth: SEO is not trackable.

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CUSTOMER

CONTENT COMMUNICATE

CONVERSIONS

SEO

Lifecycle

Tip #9

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Site-wide Optimization

Universal

Search Links

Shopping/

Comparison

Links

Knock out the Competition

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Build page one rankings, and OWN page one. Move competitors below the fold and off of page one

Have a Strategy! Total Page Domination Tip #10

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Total Page Domination

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Site-Side Links

Video Links

Social Links

Industry Links

Tip #10

@ jennyhalasz BONUS TIP: GO BEYOND BEST PRACTICES

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Mobile & Social

Blogs,

Forums,

Bookmarking

Sites, PR

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Mobile Optimization

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• Ensure crawlability

• Auto-detection of devices and proper redirects

• Incorporate SEO best practices

• Leverage sitemaps

Beyond Best Practices

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Thank You Stay Brilliant!