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Strategies & Tactics For Overcoming Enterprise SEO Challenges

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You might have a standard set of processes and fixes when dealing with normal-sized sites, but how does that change when you start working with large enterprise sites? How do you adapt SEO processes to work effectively for clients with these needs? In this session, Sam will provide efficient and effective strategies on how to tackle complex SEO challenges for Enterprise level sites.

Publicado en: Marketing
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Strategies & Tactics For Overcoming Enterprise SEO Challenges

  1. 1. #SMX @sam_marsden Solving Complex SEO Problems When Standard Fixes Don’t Apply Strategies & Tactics For Overcoming Enterprise SEO Challenges
  2. 2. #SMX @sam_marsden Getting SEO right on any site is difficult enough… Source:
  3. 3. #SMX @sam_marsden SEO is getting more technical… You can’t do SEO without getting technical.
  4. 4. #SMX @sam_marsden …this is reflected in Google’s focus for 2019 Source:
  5. 5. #SMX @sam_marsden How the hell is effective SEO possible for the web’s largest sites?!
  6. 6. #SMX @sam_marsden Talk about what you know What we do every day: Help people to crawl websites to get insights, no matter how many URLs they have.
  7. 7. #SMX @sam_marsden SEO challenges and solutions for humongous sites What we’ll cover: Challenge #1 – Scale Challenge #2 – Issue detection & prioritisation Challenge #3 – Monitoring & management
  8. 8. #SMX @sam_marsden Challenge #1 - Scale
  9. 9. #SMX @sam_marsden What’s the problem with analysing large sites? It isn’t time-efficient to extract insights for the entire site. Analysing every page is resource intensive and costly. 1 2
  10. 10. #SMX @sam_marsden Tactical analysis to the rescue!
  11. 11. #SMX @sam_marsden “In most cases, you only need enough data to validate issues.”
  12. 12. #SMX @sam_marsden What is tactical analysis? Getting the data you need as quickly as possible. Building the bigger picture from smaller parts. 1 2
  13. 13. #SMX @sam_marsden Tactical analysis is about using segments to give a representative picture of the whole site.
  14. 14. #SMX @sam_marsden
  15. 15. #SMX @sam_marsden
  16. 16. #SMX @sam_marsden Roadmap for tactically tackling large scale sites Baseline analysis – Unrestricted initial analysis with limited no. URLs. Design segments – Sampling and slicing. Maximum insights with minimum resources. Benchmark analysis – Focused and frequent ongoing analysis for monitoring.
  17. 17. #SMX @sam_marsden Example: Large marketplace client 2 million URL initial crawl 15 targeted crawls to test hypotheses Ongoing benchmark crawls
  18. 18. #SMX @sam_marsden Tactical crawling to the rescue! Sampling Slicing
  19. 19. #SMX @sam_marsden Sampling is about analysing a percentage of the whole site.
  20. 20. #SMX @sam_marsden 1. URL Exclusion
  21. 21. #SMX @sam_marsden 1. URL exclusion
  22. 22. #SMX @sam_marsden 2. URL level limitation
  23. 23. #SMX @sam_marsden 2. URL level limitation
  24. 24. #SMX @sam_marsden Reduce the site down to it’s core categories
  25. 25. #SMX @sam_marsden 3. Page group sampling
  26. 26. #SMX @sam_marsden 3. Page group sampling
  27. 27. #SMX @sam_marsden Slicing is about analysing an isolated section of the site.
  28. 28. #SMX @sam_marsden Horizontal slice – all products, no categories
  29. 29. #SMX @sam_marsden Horizontal slice – all products, no categories
  30. 30. #SMX @sam_marsden Vertical slice – distinct section of a site
  31. 31. #SMX @sam_marsden Vertical slice – distinct section of a site
  32. 32. #SMX @sam_marsden Challenge #2 Issue detection & prioritisation
  33. 33. #SMX @sam_marsden Detecting issues that are actually worth fixing. Deciding on issue prioritisation. 1 2 What’s the problem with issue detection on large sites
  34. 34. #SMX @sam_marsden Challenge #3 Monitoring & management We need some level of prioritisation
  35. 35. #SMX @sam_marsden How can we priortise the issues that we find? Effort x Impact = Severity score & priority level (1-5) (1-5) (1-25) (low-high) Example:
  36. 36. #SMX @sam_marsden Some tell-tale signs of HIGH priority issues on large sites…
  37. 37. #SMX @sam_marsden Top 4 major issues on large sites Proportion of primary pages Crawl depth with >20 levels 1 2 JS rendering finding iframe breaking head Excessive international page versions 3 4
  38. 38. #SMX @sam_marsden Example: Technology company Lack of SEO direction meant ridiculous no. country/language combinations in URL path.
  39. 39. #SMX @sam_marsden Pages for Kazakh speakers in Switzerland e.g. /kk-KZ/zurich/
  40. 40. #SMX @sam_marsden However… Even with validated implementations, Google doesn’t seem to be showing the right pages to the right audience. Could be that… Algorithm for swapping out alternates doesn't work as precisely as we expect. Or Trouble with very complicated sites with many alternate versions.
  41. 41. #SMX @sam_marsden Challenge #3 Monitoring & management
  42. 42. #SMX @sam_marsden What’s the challenge with monitoring and managing large sites? Keeping on top of issues as they arise on a large scale site. Maintaining a top level perspective of a large portfolio of domains. 1 2
  43. 43. #SMX @sam_marsden Example: Media publisher Large scale migration to new CMS. Over 300k subdomains migrated in 6 months. Monitoring traffic & crawling pre and post to ensure smooth transition.
  44. 44. #SMX @sam_marsden Dashboard ALL the things!
  45. 45. #SMX @sam_marsden Multi-domain keyword cannibalisation
  46. 46. #SMX @sam_marsden@sam_marsden SMX Multi-domain businesses struggle to keep on top of cannibalisation
  47. 47. #SMX @sam_marsden The uses Identify duplication of effort across domains Filter down by device, country & query sets Track cannibalisation issues over time
  48. 48. #SMX @sam_marsden The setup
  49. 49. #SMX @sam_marsden Keyword Cannibalisation dashboard
  50. 50. #SMX @sam_marsden The controls 1. Pick your queries 2. Pick your countries 3. Pick your dates
  51. 51. #SMX @sam_marsden Cross domain keyword data!!!
  52. 52. #SMX @sam_marsden Crawl insights in Data Studio
  53. 53. #SMX @sam_marsden@sam_marsden PHLSEO Launched in 2016. Zapier is God! Automating workflows with triggers and actions @sam_marsden SMX
  54. 54. #SMX @sam_marsden Crawl insights in Data Studio
  55. 55. #SMX @sam_marsden XML Sitemap Dashboard Bringing together DeepCrawl & GSC
  56. 56. #SMX @sam_marsden XML Sitemap - Indexability reporting
  57. 57. #SMX @sam_marsden What are the benefits? @sam_marsden PHLSEO Conveniently monitor GSC & crawl insights
  58. 58. #SMX @sam_marsden@sam_marsden PHLSEO Track indexability over time Easily flag indexing issues
  59. 59. #SMX @sam_marsden@sam_marsden SMX Track indexed pages over time
  60. 60. #SMX @sam_marsden Speed dashboards using CrUX data
  61. 61. #SMX @sam_marsden Google’s putting more emphasis on speed
  62. 62. #SMX @sam_marsden Accessing CrUX data
  63. 63. #SMX @sam_marsden Getting to the CrUX of the matter
  64. 64. #SMX @sam_marsden Why should you visualise raw CrUX data Flexibility to manipulate how you display CrUX data. Inexpensive to query and store data. Easier for comparing multiple domains (competitor analysis).
  65. 65. #SMX @sam_marsden Mining for CrUX Data
  66. 66. #SMX @sam_marsden Alternatively, for automated CRUX dashboards...
  67. 67. #SMX @sam_marsden Essential resources for creating CrUX dashboards Paul Calvano - CrUX query tutorials Rick Viscomi - CrUX cookbook Oliver Mason - Misusing the Chrome User Experience Report
  68. 68. #SMX @sam_marsden See how you stack up to competitors
  69. 69. #SMX @sam_marsden Informing development teams
  70. 70. #SMX @sam_marsden Trend business impact over time
  71. 71. #SMX @sam_marsden Wrapping it up…
  72. 72. #SMX @sam_marsden What we’ve learnt about dealing with SEO on large sites? 1 2 3 Scale Detection & prioritisation Monitoring & management Tactical analysis, sampling & slicing Prioritise based on business impact Dashboarding & automation
  73. 73. #SMX @sam_marsden@sam_marsden PHLSEO Guide to setting up these dashboards: