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@ jennyhalasz
SMX West: Industrial Strength SEO Ten Tips for Working with Large-Scale Sites
March 9, 2011 Jenny Halasz
@ jennyhalasz
keyword-driven
customer intelligence method
interpret all user actions as
keyword interactions
@ jennyhalasz 3
Outdated, ineffective approach to SEO: tweaking text content to match the ever changing ranking algorithms
@ jennyhalasz
• 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
4
@ jennyhalasz
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
5
Tip #1
@ jennyhalasz
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
6
Tip #2
@ jennyhalasz
Education, Training and Evangelization
7
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
8
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:
9
Tip #5
@ jennyhalasz
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
10
Tip #6
@ jennyhalasz
Integrate! No Silos Allowed
11
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
12
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
13
Tip #8
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Return on Investment at Keyword Level
14
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.
15
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
16
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
17
Site-Side Links
Video Links
Social Links
Industry Links
Tip #10
@ jennyhalasz BONUS TIP: GO BEYOND BEST PRACTICES
@ jennyhalasz 19
Mobile & Social
Blogs,
Forums,
Bookmarking
Sites, PR
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Mobile Optimization
20
• Ensure crawlability
• Auto-detection of devices and proper redirects
• Incorporate SEO best practices
• Leverage sitemaps
Beyond Best Practices
@ jennyhalasz 21
Thank You Stay Brilliant!