One Person, One Billion Pages - Ancestry @ Conductor C3 2013
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#C3NY ONE PERSON ONE BILLION PAGES Stefan Pioso Director Search Marketing, Ancestry.com
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17-Sep-2014 -
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Transcript of One Person, One Billion Pages - Ancestry @ Conductor C3 2013
#C3NY
ONE PERSON ONE BILLION PAGES
Stefan Pioso
Director Search Marketing, Ancestry.com
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STEFAN PIOSO
Ancestry.com
Linkedin.com/in/spioso
Facebook.com/Ancestry.com
Leading Online Family History Resource
@ancestrydotcom
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AGENDA
• Who is Ancestry.com• How one approaches one billion• Building the team [spoiler alert]
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WHO WE ARE
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WHO DO WE THINK WE ARE…
• Largest online family history resource • 11+ billion records• 50 million family trees• 5 billion profiles• 1+ billion indexed pages
• Products• Records & tools subscriptions• Desktop & mobile Apps• DNA
• 1x Public | 2x Private • Sold to Permira $1.6b in 2012
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WHO WE ARE NOT…
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CAN ONE MANAGE ONE BILLION?
• Sure…• Caveat 1
• Caveat 2• Caveat 3….
• Wait, it depends…
• The answer is not binary…
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HOW ONE APPROACHES ONE BILLION
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SCOPING PROBLEMS & OPPORTUNITIES
Tools Assessment
- Tracking systems
- SEO configuration
- CMS / publishing
Site Audit
- Inventory content
- Tech assessment
- Link profile audit
Find Stakeholders
- SEO proponents
- Content creators
- Standards owner(s)
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SITUATION OVERVIEW
• Assets• Domain authority• Link profile• Scale of available content
• Challenges• 100+ subdomains• 5k owned domains• Duplicate content• Few tools to influence site• Disparate platforms, high dependencies
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MY REVOLUTIONARY THREE STEP APPROACH
Maintain Improve Grow
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ANCESTRY’S APPROACH Maintain
You can’t grow if the baseline is shrinking!
• Benchmark• Set SEO standards• Configure & monitor early warning
systems• Ensure you have the tools to react
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ANCESTRY’S APPROACH Improve
Make proven entry points work harder & cultivate new ones.
• Test what you can change & build what you can test
• Leverage common conversion paths where possible.
• Focus on template-level SEO enhancements.
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ANCESTRY’S APPROACH Grow
Exploit available content & build where necessary.
• Growth opportunities• Collections porting• Data aggregation
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BUILDING THE TEAM
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ANYONE KNOW WHAT THIS IS?
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CAN ONE MANAGE ONE BILLION?
Yes, but you’ll need help!
• Build credibility• How: Training & data feedback
• Demonstrate opportunity• How: Do it, then talk about it
• Define clear, measurable plan• How: Create your top 100
• Use skillset to expand into adjacent channels
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…IN CLOSING
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WHAT EXCITES US ABOUT THE FUTURE…
• Building more content at scale• Asset consolidation• Exploring what big data and cross
channel search optimization can deliver
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SHAMELESS PLUG…
Very competitive salary & relocation to San Francisco available for the right candidate.
• SEO Product Manager• Description: http://goo.gl/MhzirT
• SEO Manager • Not yet listed…contact me directly in interested
Contact me: [email protected]
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QUESTIONS?
