SEO, each large and medium-sized enterprises face major challenges. Many websites that may even run on different content management systems, different countries and languages, increasingly complicated Guidelines for Content ... the list is long. To coordinate all SEO efforts within the company and integrate is becoming increasingly important. In this session we show you how to organize large scale SEO the most effective of the themes and actions you should consider and prioritize what is useful. Get practical tips on how to maximize the visibility of your pages - and avoid disaster.
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What is Strategy? Isn't that just
talking?
It is cultural
It is long term
It is good for the internet
Some level of innovation
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eBay Inc. confidential
Content Summary
• Content Opportunities
– Lacking in product and informational pages
– Amplifies SEO by providing a great users experience
• Areas of Improvement
– Concept: Unique Content, Reduce Duplicate Content. Internal Linking
– Vertical: Placement and Page Volume
– Guides: Placement and Page Volume, Correct Title, Internal Links
1
Product Content Vertical Content Buying Guides
Units 100k – 1mm pages 5k – 250k 1000 – 10k
Unit Cost 10 – 15/unit 20 – 25/unit 100-500/unit
Total 1mm – 15mm 100k – 6.5mm 100k-5mm
BU Head Count 1 unit .5 unit .5 unit
PM/PD Count 1 unit Various 1 unit
Testing Plan Q1 1k-5k test on high inventory
PDPs
Motors, Tickets and
Fashion PFP
Rewrite the 350 current
guides (Outdated)
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Execution, we are too slow!
Clear goals
Connect to Strategy
Measure what is important
Never be satisfied
Repeat and make better
Why do we keep using tactics We think Google is the only traffic source availableWe fear Google changes We are playing a cat and mouse game with google We believe google is spying on us
We in some rare cases we are being spyed on! I don’t think Google is is trying to hurt business or websites I think they focus on the customer If I could have given advice to Obama about spying on Angela Merkel it would be pick up the phone and ask her!