CONFAB2012 - SEO at Large Organizations
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Melanie Phung's SEO presentation from #confab12. Using PBS as a case study, this deck outlines a plan for getting SEO done inside a large, decentralized organization even if you don't have a large team or budget.
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CONFAB2012 - SEO at Large Organizations
- 2. SEO is Easy… Right?
- 3. All You Need to Do … + Be more findable + Be more relevant + Be more authoritative _____________________ = Attract a bigger, qualified audience
- 4. Even if you know where to go … Getting there may not be straightforward
- 5. Hint: Great content is not enough
- 6. Challenges at the Enterprise Level • Structure – highly distributed • Understanding and speaking to differing goals • Publishing workflows: – Multiple editorial teams – Many different CMSs – Unique content and IA approaches to suit divergent needs • Varying levels of expertise and staffing
- 7. Moving Toward the Same Goal
- 8. Find the Right Motivation
- 10. Quality Matters
- 11. Visibility Matters Source: Enquiro.com
- 12. Motivation: Making it Matter • Google is still the top driver of traffic to content-‐rich sites • SEO helps you reach new audiences when they are looking for content • Organic traffic is high-‐quality traffic • Strong SEO-‐based traffic is self-‐sustaining
- 14. Building a “virtual team” • Focus on a consistent message • Repeat as necessary • Find your allies • Empower everyone to “think like an SEO” • Communicate the success stories
- 15. Focus on Things That Scale
- 23. Outcome: Steady, Cumulative Traffic Growth 4,000,000 3,500,000 3,000,000 2,500,000 2,000,000 2010 1,500,000 2011 1,000,000 500,000 0 Q1 Q2 Q3 Q4 Organic search traffic to the national video portal
- 24. Ranking Factors Source: Search Engine Land
- 25. What it means to + Be more relevant + Be more authoritative + Be more findable … in the eyes of GOOGLE
- 26. Be More Relevant We need to make sure that search engines understand why our content should be shown for specific queries. We need to understand what queries are relevant to our content.
- 27. Relevance
- 28. Don’t just guess what people are searching for
- 29. Google AdWords Keyword Tool
- 30. Prioritize Your Keyword Targets
- 31. Map Keywords To Content • What’s the keyword focus of this piece of content? • What page is the best target to rank for this keyword?
- 32. Be More Authoritative We need to show that our pages deserve a high level of trust.
- 34. SEO Authority Improve quantitative signals that your page and site are authoritative on a topic • Relevant Inbound links • Brand and reputation • Social media shares
- 36. Be More Findable We need to make it easy for search engines to find (and understand) our content
- 37. What does your content look like to a machine? • Is text accessible/readable? • Does your code use proper semantic markup? • What microformats could you be using? • Does your IA and labeling properly reflect content themes and priorities? • Is the CMS configured to avoid duplicate content? • Is content properly exposed (or hidden) • Are your XML feeds, server responses and robots declarations in order?
- 39. Build Your SEO Toolkit: The Essentials • Keyword Research Tool • Content Mapping Spreadsheet • Backlink Research Tool • Analytics Package • Google Webmaster Tools Image by grendelkhan. Used under CC.
- 42. We Have the Same Goals… + Be more findable + Be more relevant + Be more authoritative _____________________ = Attract a bigger, qualified audience
- 43. SEO and Content Strategy Are Best Friends