SEO for Enterprise: Back to the Basics€¦ · Adam Audette . @audette . What are all the things...
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SEO for Enterprise: Back to the Basics Adam Audette @audette
Transcript of SEO for Enterprise: Back to the Basics€¦ · Adam Audette . @audette . What are all the things...
SEO for Enterprise: Back to the Basics
Adam Audette @audette
What are all the things you should could be doing?
@audette
Authorship
Log file analysis Schema.org
Site architecture Pagination Crawling
Site Search Duplicate Content
Site Speed Sitemaps Reporting
Secure Search SEO Tools Galore Content Strategy
Faceted Navigation
@audette
g p Authorship
Schema.org Site architecture
Pagination Crawling
Site Search Duplicate Content
Site Speed Sitemaps Reporting
Secure Search SEO Tools Galore Content Strategy
Faceted Navigation
@audette
The only things that count are what you ACT ON.
Ideas are only sparks.
What did you sign up for?
To drive organic traffic.
To report on your channel.
To be the bridge.
So how do you get there?
Start by eliminating the DON’Ts
1. Don’t (try to) build links.
Up to 40% of new clients have penalties from previous “SEO” work.
2. Don’t obsess on rankings.
It’s about TOPICS not keywords.
More actionable
(search volume by topic)
Easier to spot trends
(seasonality)
Not myopic (less ranking
reports)
More insightful (queries change)
3. Don’t ignore technical SEO.
Technical SEO is more important than ever.
Googlebot crawling
javascript Mobile SEO
Faceted navigations
Duplicate content
Site latency
International SEO
Domain migrations
Panda Penguin
Future algorithms Future
changes
4. Don’t create massive site audits.
It’s not what’s ‘wrong’ with your site. It’s what moves the needle.
1. Identify top priorities ->
2. Sync with business ->
3. Create tickets and
ship!
5. Don’t ignore the basics.
Consistency is key
Internal links!
Canonical URLs!
XML sitemaps!
Off-page signals!
Shiny things are shiny. Boring things drive $$$.
Basics. Sexy.
Didn’t follow the basics.
7. Don’t shortchange your value.
You have unique skills. Think big.
I should write title tags and run
ranking reports…
You have unique skills. Think big.
I should write title tags and run
ranking reports…
A good SEO is a strategist.
I should run an opportunity
forecast.
A good SEO is creative.
What sorts of business
intelligence can I do on our
competitors?
A good SEO is a keen analyst who wants to WIN.
I should finish that competitive
analysis.
8. Don’t treat social as direct marketing.
Social ≠ Transactional
9. Don’t ignore the Knowledge Graph.
It’s kind of a big deal.
It’s kind of a big deal.
It’s kind of a big deal.
10. Don’t chase the algorithm.
Search engines follow users.
Search engines follow users.
It’s not actually about this
“I use search engines to find stuff.”
Search Rank & Display Page Content Conversion & Motivation
It’s about this
“I use search engines to find stuff.”
Search Rank & Display Page Content Conversion & Motivation
User exp. begins here
It’s about this
Content creates the conversion
Now what?
Remember three things.
Three things:
1. Drive traffic 2. Report on channel
3. Be the bridge
Be unwavering.
