Overcoming the Challenges of Enterprise SEO
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Transcript of Overcoming the Challenges of Enterprise SEO
Jon Henshaw
Co-founder & President of Raven Tools
@RavenJon
Overcoming the Challenges of Enterprise SEOA practical approach to achieving the impossible
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Site Auditing
Marketing Reports
Research
Analytics raventools.com
The challenge of many properties
Perfect World One Site
Real WorldDifferent country specific TLDs, sub-
domains, CMSs, and product and support
sites
1. Take Inventory
You will never be able to fix everything at once
Determine the lowest hanging fruit
Create a list of all propertiesUse a spreadsheet or a document with a grid.
Evaluate the performanceResearch and report on organic traffic and its related events and conversion rates.
Identify any technological hurdlesInclude items like proprietary CMS or difficult to work with IT ;)
Prioritize changes based on biggest gains versus lowest hurdlesDo what you can now while you prepare for bigger challenges.
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2. Methodically Fix Issues
Automatically find onpage SEO problems using site auditing
software
Focus on more critical issues first
Page errors, blocked pages, missing meta data, broken images and links
Implementing or fixing just one thing can provide significant lift
Page Titles, Caching, HTTP/2, Gzip Compression
“The SEO that changes everything at once on an enterprise site will suffer a long and horrible death.”- Me, just now
3. Seriously, don’t do it!
No guarantee the changes will be implemented correctly
The more changes you launch at the same time, the more difficult it will be to understand and fix new
problems
Risks include de-indexing and/or adversely affecting SERPs
“The cautious SEO that goes step-by-step with an enterprise site probably won’t suffer a long and horrible death.”- Also me, just now
4. Fighting the good fight
A degree in psychology is always helpful(Not practical, but helpful)
Observe and learnGet a better understanding of company politics and people before going to battle
Use what you learn to get what you want(Ethically of course)
Find ways that will workIf you can’t get WordPress on the main site, request a sub-domain
5. Convincing people you’re not an idiot: A success story
Once upon a time there was this SEO that worked at an
international TV and online news company…
Nobody would listen to this SEO
After this SEO observed and learned how things got done, he
devised a plan
He befriended a journalist and convinced them to let him write Page Titles and Headlines for a
week
Organic traffic and sessions skyrocketed for those posts and he
eventually taught the rest of the journalists
He became indispensable on big events, like elections, because of his
knowledge of trending topics and keywords
Then he quit and found a better job
Thank Y u