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WAVES OF INNOVATION
WAVES OF INNOVATION
Degrees of Separation & Being Effective1. Steve2. Kevin3. Mich4. Jim5. Jay6. Jennifer7. Alex8. Derrick - Emilie - Sudhir - Heather
You don’t have to be high up in the org to be influencial.
It’s not just about buying beers. It takes making real connections and building
relationships Cross-group collaboration
WAVES OF INNOVATION
Microsoft.com is One Website w/ Many Parts
PAGE 3
Microsoft.com is a collection of hundreds of “websites” that share one domain name
Each website impacts all of the other website’s success
Websites are managed individually
Websites are published using various content management systems
Subsidiary website structures are not optimal or consistent
Until now SEO has occurred on a site-by-site basis, not holistically
WAVES OF INNOVATIONPAGE 4
How Organic Search WorksThree main components of a search engine:
Crawling Software agent called a crawler (also called
robot, bot, or spider) discovers web pages by following links
Crawlers only fetch a limited number of pages at a time (called threads). URLs of pages to fetch are stored in a queue.
Crawler adheres to exclusions listed in a robots.txt file and/or specific meta tags in code
Saves the source code of each successfully fetched page
Indexing Collects and filters content from each saved
page Filters duplicates and low quality pages Organizes data for speed and relevance of
returned results
Ranking Software processes search keywords and ranks
web pages based on unique algorithms. Algorithms consider on-the-page and off-the-
page factors including web page copy, meta data, and inbound & internal links
Each search engine has a unique formula for determining relevance.
WAVES OF INNOVATION
The SCOPE of Microsoft.com SEO is BIG
PAGE 5
Major discrepancies in pages indexed is an indicator of severe structural issues
Live Search includes more pages but many are low quality pages that clutter results
Resolving complex structural issues enables quick discovery of new content and deep indexing of high-quality pages
Pages Indexed
WAVES OF INNOVATION
Microsoft.com SEO Focus AreasEnabling Infrastructure & Influencing Change Focus on Measurable Business Outcomes
PAGE 6
Site-wide SEO Initiatives
Organic Search Measurement Framework
Search Center of Excellence
Search Technology Suite
Site-level SEO Programs
Proof of Concepts (POC)
Page-level
WAVES OF INNOVATION
Site-wide SEO Initiatives - Top Five BarriersDuplicate and undesirable pages
From a sampling of 97,000 URLs discovered during a SEO Proof of Concept program, only 7,000 had unique content. 90,000 were duplicates of the 7,000.
Excessive use of redirectsFrom a sampling of 400,000+ URLs on Microsoft.com, 40% pass through redirects. This large percentage of redirects increases the amount of time it takes for search engines to crawl the site and takes up valuable space in the search engine indexes.
Improper error handling Search engines will continue to index outdated pages that serve the incorrect server response. When a URL is requested that does not exist, it is very important that the error is handled properly.
Structure of subsidiary contentMost subsidiary websites live on the Microsoft.com domain at the directory level (eg. www.microsoft.com/canada/. Search engines do not typically use directory names to determine the geo location of a website. This prevents users from finding content for their region.
Low quality page titles and meta tagsTitles and meta descriptions are two basic, yet important components of SEO. Most of the titles and meta descriptions on Microsoft.com have not been written with SEO in mind. Some pages do not even have titles and meta descriptions.
WAVES OF INNOVATION
Content
Authority
Structure
Components to Successful SEO
Metrics
Metrics Com
pellin
g offer
s & U
ser-f
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WAVES OF INNOVATION Microsoft Confidential : 04/12/23 : Page 9
WAVES OF INNOVATION Microsoft Confidential : 04/12/23 : Page 10
WAVES OF INNOVATION
Search Technology Suite - Crawler
WAVES OF INNOVATION
Site-level SEO Program Components1. Business Outcomes and Metrics2. Keyword Research and Selection3. Structural and Technical Audit4. Content Editing for Keyword Integration5. Link Building Strategies and Tactics6. Ongoing Optimization
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