In this presentation I cover the evolving role of SEOs in a large enterprise environment. I cover a few good ways to sell through to clients and employers. I also provide some actionable SEO tips that big websites should be considering.

1. Bill Sebald
Greenlane
How to Tighten up Your SEO on Large Websites
@billsebald
https://www.slideshare.net/GreenlaneSEO

2. @billsebald #brightonSEO
Today’s SEO is asked to wear many hats

3. @billsebald #brightonSEO
The more mechanics you add, the
more things will break.
#jobsecurity

4. @billsebald #brightonSEO
Your manpower
probably doesn’t
equate to the size of
the challenges.
#thatoldstory

5. @billsebald #brightonSEO
Sometimes the work done is
immeasurable.

6. @billsebald #brightonSEO
Sometimes the work is a
defensive play.

7. @billsebald #brightonSEO
But the
work will
pay off in
aggregate
#closertoperfect

8. @billsebald #brightonSEO
The smallest additional attributes can make a big difference.

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Ranking Signals (Arbitrary Numbers)
@billsebald #brightonSEO

10. 50
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@billsebald #brightonSEO

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Ranking Signals (Arbitrary Numbers)
@billsebald #brightonSEO

12. @billsebald #brightonSEO

13. @billsebald #brightonSEO
The biggest issue is that
companies don’t finish the
job.
Which is unfortunate; your
competition is often large
and aggressive.

14. @billsebald #brightonSEO
The biggest issue is that
companies don’t finish the
job.
Which is unfortunate; your
competition is often large
and aggressive.
“Ask not what you have
done for your company…
Ask what your company has
done for you!”
- Janet Jackson

15. @billsebald #brightonSEO
Be an agent of change

16. @billsebald #brightonSEO
SEO Job Duties
Be full stack.
(aka, aways be learning.)
Tread political waters
(aka, silos. #beerhelps.)
Convince the boss/client to spend the money
for the work that needs to be done.
(aka, teach the boss/client.)
Get as close to perfect as possible.
(aka, read above.)
Be an agent of change and finish the job!!!

17. @billsebald #brightonSEO
Crawl Waste

18. @billsebald #brightonSEO

19. @billsebald #brightonSEO
There is a correlation between well
crawled pages and well ranked pages

20. @billsebald #brightonSEO
The High End

21. @billsebald #brightonSEO
The Low End

22. @billsebald #brightonSEO
Index Bloat Can Signal Crawl Waste

23. Step 1: Gather up all your URLs
Even your funkiest, junk URLs you don’t think Google is indexing
Step 1: Gather up
your URLs. Include
everything (blocked,
noindexed, etc)
@billsebald #brightonSEO

24. @billsebald #brightonSEO
Step 2: Export the
“submitted and
indexed report.

25. @billsebald #brightonSEO
Step 3: Compare the
data to make sure
Google is on the same
page as your intentions.

26. @billsebald #brightonSEO
Option To Search Console:
Greenlane’s Indexation Tester.
http://bit.ly/index-tester

27. @billsebald #brightonSEO
While we’re at it:
Check your HTTP headers en masse. More platforms are embedding
canonicals, shortlinks, hreflang, etc.
Greenlane’s Head Exam: https://www.greenlanemarketing.com/tools/head-exam/

28. @billsebald #brightonSEO
The XML Sitemap
Don’t overlook its ability to screw you up.

29. @billsebald #brightonSEOhttp://bit.ly/sitemap-extension

30. @billsebald #brightonSEO
What about Link Building?
Title Tags Still Have Tons Of Power:
Consider Performing A Large-Scale Title Tag Wash

31. @billsebald #brightonSEO
What about Link Building?
http://bit.ly/wayback-linking

32. @billsebald #brightonSEO
CRO = $
SEO = $
CRO = SEO

33. @billsebald #brightonSEO
If You Have To Wear The Hats,
Make Sure They Look Good On You!

34. @billsebald #brightonSEO

35. Thank You!
PS: If you like bad jokes and good SEO tweets, follow me @billsebald
PSS: Any questions, tweet at me or email bill@greenlanemarketing.com