Enterprise SEO Process SES

New York | March 19–23

Enterprise SEO Process

Nagini Indugula Product Manager @nagini_i

S

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Arc

hitectur

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Key

wor

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Con

tent

Lin

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E N T E R P R

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@nagini_i New York | March 19–23, 2012 | #sesny

Build a Skate Board

PROCESS

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P

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R I S

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E O

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4 Wheels for your SEO Skateboard

Site Architecture

Keywords Strategy

Content / Linking

Measure and Monitor


#1 Site

Architecture


Multiple Site Architecture

Site 1

Content

Site 2

Site 3

Jobs Jobs Results

Jobs Jobs

Jobs

CONTENT LAYER


Home Page

Featured (popular Title /

Category pages)

Job details page

All Jobs

Category All Jobs (eg:

HealthCare Jobs)

Title Results Pages eg: CNA

Jobs

Job details page

Category Results Page

eg: Healthcare Jobs

Job details page

State All Jobs (eg: Illinois Jobs)

City Results page eg:

Chicago Jobs

Job details page

State Results page eg: Illinois

Jobs

Job details page

Results Pages

Job details

3/21/2012 7

Site Architecture

All Jobs Page


Technical SEO

Folder/URL Structure

Tags

Sitemaps

Navigation Structure

Internal Linking

Canonicalization

Redirection rules for page expiries


KEY TAKEAWAY

Meet with other site owners within your company. Success is never complete and never ending.

#2 Keyword

Strategy


Keyword

Strategy

part of our

taxonomy

All Jobs

Healthcare Practitioners

Jobs

Physical Therapists

Registered Nurses

Engineering Jobs

Civil Engineering

Computer Engineering


Data warehousing

Jobs

Business Intelligence

Jobs

Database developer

jobs

Oracle Developer

Jobs

ETL developer

Jobs

DW BI Architect

Jobs

Database Analyst

Jobs

Registered Nurse Jobs

Staff Nurse Jobs

LPN jobs

Vocational Nurse Jobs

RN Jobs

Charge Nurse Jobs

LVN Jobs


Client 1

Classification

&

Interpretation

Engine

• Classify

breaks down to

smaller

consumable

sets

• Interpret interpret what

titles mean in

seeker terms

Site 1

Job title Description ---------------------

---------------------

----

Requirements

-------------------

-------------------

--


---------------------

----

Requirements

-------------------

-------------------

--

Job title:

Registered

Nurse Description --------------------------

--------------------

Requirements

-----------------------

-----------------


---------------------

----

Requirements

-------------------

-------------------

--


---------------------

----

Requirements

-------------------

-------------------

--

Job title:

Registered

Nurse Description --------------------------

--------------------

Requirements

-----------------------

-----------------

Healthcare Jobs

Registered Nurse Jobs

Staff Nurse

Charge Nurse


19,000 Unique Job Postings in the last 6 Months

Over 4,000 Active Resumes

Uncover new titles


KEY TAKEAWAY

Don’t ignore your internal assets for keyword discovery. Embrace automation for keyword discovery.

#3 Content

& Linking


Content and Linking

Link

development

Site 1

Content

Site 2

Site 3

Jobs Jobs Category

Jobs Jobs

Jobs

CONTENT LAYER


Content Plan with Goals

CONTENT GENERATION

CONTENT MARKETING

MEASURE & REPEAT


KEY TAKEAWAY

Understand why you want to do content. Have definite content and marketing goals.

#4

Monitoring


Goals

Metrics

Tools

Automate

&

Monitor

• X% of overall Search Traffic

• Y% of users to do this Action

• Crawl Errors & Indexation

• Impressions & Queries

• SE Traffic & Conversion

• Google Analytics

• Webmaster tools

• Work with your tech team to automate

• Add to your routine

Monitoring Strategy


KEY TAKEAWAY

Identify the metrics that matter to your organization and measure them closely. Set tangible and realistic goals.

Architecture Keyword Strategy

Content / Linking

Monitoring & Tracking

ROADMAP


THANK YOU

Nagini Indugula Product Manager CareerBuilder @nagini_i


Enterprise SEO Process SES

Technology

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