You Might Be An Enterprise SEO If... By Scott Nickels

And Tips for Being a Successful One!

#SMX #11A @scott5cents

-  Allopinionsaremyown.Theylikelydon’tjibewithmyemployer.

-  Allproducts/servicesmentionedI’veusedbefore.I’mnotendorsinganyone.Namesdropped–ditto.Itcouldbeadmirationorscorn.YMMV.Usetoolsthatworkforyoursiteandyourbudget.

-  Allattemptsathumoraremine–ifitworks.Ifnot,they’resomeoneelse’s.

Housekeeping


Why am I up here?


TopherKohanwasunavailable!

LikelyaStarWarsconventionconflict

OrBi-monthlytriptoDisney

My digital signature www.linkedin.com/in/scottnickels

+ScottNickels

[email protected]

@scott5cents

Hello! I’m Scott.

Background Check:



I work for a start-up! Sort of!

Text Slide with Solid Blue Banner:

ThisblanklayoutoffersyouflexibilitytoinsertyourownstandardslidesabovetheSMXfooterYOUMUSTUSETHISFOOTERATMINIMUMONALMOSTALLOFYOURSLIDES.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately.Ifexplicitfontsareimportant,youmayprovideapdftotheeventorganizerstomaintainlook&feelduringlivepresentationandintheversionsmxwilluploadtoslideshare.DELETETHISSLIDEIFYOUDONOTUSE.


We’re a division of Hearst. Hearstisoneofthelargestdiversifiedmediacompanies.







Hearst Autos is a collection of automotive-focused brands.


@sco%5cent

&someotherbrandsyou’veneverheardof…

#SMX #11A @sco%5cents

We’re a start-up inside of a $10B media company. With a lot of cool cars in the parking lot!


Are you an Enterprise SEO??…


Youuseanyofthesetermsasrealwords!

You might be an Enterprise SEO if…


+/-10,000


+/-100,000+/-1,000,000


Youcalmlystateyournumberofpagespublished…

Someonestopsyouinthehallwaytoaskyouto“SEO”thenewholidaymicrositethatlaunchedlastThursday…


…orthenewsubdomain!


Yourweeklycheckofbacklinksyields100lostdomains,andyoujustshrugitoff!



Yourarelylookatanchortextvariations,andwhenyoudoit’sonlyforhumor!




Whenyouvisitanewsiteforthefirsttime,youinstinctivelyrightclick,ViewPageSource.


#SMX #11A

<div id="performance-data"> <div class="performance-data--overview">The Focus ST belongs on any enthusiast’s short list, combining a high fun-to-drive factor with the every-day versatility of a four-door hatchback. A turbocharged 2.0-liter four-cylinder that cranks out 252 hp and 270 lb-ft of torque is standard, as is a six-speed manual gearbox. The ST shines on a winding road or track and actually offers decent fuel efficiency and value—as long as you avoid the pricey options. Torque steer, however, remains an issue, and the optional MyFord Touch is confusing. <a href="#" class="performance-data--review" onClick="return false;">Jump to Instrumented Test – 2015 Ford Focus ST</a> </div> <div class="performance-data--container"> <div class="performance-data--labels row"> <div class="small-4 medium-3 columns">EPA:</div> <div class="small-2 medium-3 columns">0-60:</div> <div class="small-3 medium-3 columns">Horsepower:</div> <div class="small-3 medium-3 columns">Top Speed:</div>

@scott5cents

Or…youimmediatelyhitBuiltWithtocheckconstruction.



Youmanage3sites.

Whichmeansyouhaveatleast4CMSs!



Younamedyourcat”hreflang”



Youhavemorethan10locationsinGoogleMyBusiness!



And,tobehonest:

Resolveupdates

Sometimesdoesneither!Right?,

Youstillcallit“WebmasterTools”(andalwayswill).



So, what does this mean?


It’saboutsize!It’saboutcomplexity!It’saboutperformingSEOatscale!It’sanever-endingto-dolist!It’saboutdailytriage

Enterprise SEO:


How to be a successful Enterprise SEO!


3areastofocusonsuccess:-  Betech-savvy-  Beaneducator-  Beanevangelist

Enterprise SEOs


•  Getoutinfrontoftechnology

Enterprise SEOs – Be Tech-savvy

•  Schema.org/structureddata•  JavaScript

•  JSON-LD(JavaScriptObjectNotationforLinkedData)

•  MEANstack(MongoDB,ExpressJS,AngularJSandNode.js)

•  SPA(Single-PageApplication)•  DOM(DocumentObjectModel)•  AMP(AcceleratedMobilePages)


•  Ifcomfortable,digin!•  Ifnot,buddyup!

•  Partnerwithtechnologyteam•  Behardtoignore•  Behelpful•  Learntheirprocesses•  Learntheirlanguage

•  Knowwhataffectsyoursite!

Enterprise SEOs – Be Tech-savvy


•  Never,ever,turndownachancetobeinfrontofanaudience!•  Shareinfo!•  Alignyourmessagew/PPCefforts•  Shareupward(aswellasdown)•  Augmentanalyticsdata•  PutaspinonKPIs•  Offeruniqueperspective

•  Don’tuse‘scary’terms–knowyouraudience

Enterprise SEOs – be an educator


•  EverySEOshouldhave‘evangelist’intheirtitle•  Bringenthusiasm•  Bepassionatebutflexible•  Answeraffirmatively•  Bringyourdata(thedeathofopinions)

Enterprise SEOs – be an evangelist



So, what does this mean?


•  Isontopoftechnology•  Teacheseffectively•  Preacheswithdataon

yourside

Summary: A successful Enterprise SEO:



The End!

Thank You!

Marketing

You Might Be An Enterprise SEO If... By Scott Nickels