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Enterprise SEO ionsearch Samuel Crocker
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Transcript of Enterprise SEO ionsearch Samuel Crocker
@SamuelCrocker
EnterpriseSEO
Ion
2
en·ter·prise /ˈentərˌprīz/noun4. boldness or readiness in undertaking; adventurous spirit; ingenuity.
Winning a big client
4
Do your homework
WINNING A BIG CLIENT
5
Set up chemistry sessions and find out about what business issues are important to them
WINNING A BIG CLIENT
6
Learn how to speak the language
WINNING A BIG CLIENT
hreflang<title>Schemarel=canonical
ROITVRATLDRIncrementalCost of SaleLifetime valueAttribution
7
Know your audience
WINNING A BIG CLIENT
£ BS ROI YOU ME
8
Winning budget from “brand” clients
WINNING A BIG CLIENT
• Understand customer behaviour (ROPO)• Create scoring mechanisms• Understand advertising equivalencies for content• Challenge the effectiveness of other channels• Show cost savings in terms they understand• Feeding the funnel• Illustrate brand ranking issues
Don’t call it SEO.
Advantages to working with big clients
10
Big brands that have neglected SEO (or been with a bad agency) can see massive results – quickly.
ADVANTAGES
•Write and rank• Technical tweaks• Sitemaps
11
If you play your cards right you can get someone else to do your job for you
ADVANTAGES
12
Large companies and websites are inherent authorities
ADVANTAGES
13
Potential budgets can be much larger – if you can unlock them
ADVANTAGES
Overcoming Business Obstacles
15
Politics and People
16
Getting them to think about what their customers actually want from their brand can be difficult
“If someone doesn’t want to share it, then it might as well not exist”
- Ajaz Ahmed, AKQA
BUSINESS OBSTACLES
17
So hit them with some facts from a source they’ll know and trust
BUSINESS OBSTACLES
Source: IBM, ftp://public.dhe.ibm.com/common/ssi/ecm/en/gbe03391usen/GBE03391USEN.PDF
18
You’ve got to play nice with others
BUSINESS OBSTACLES
19
However, integration can be overrated
BUSINESS OBSTACLES
20
So take the lead on integration where it makes sense
BUSINESS OBSTACLES
21
But build a strong enough relationship with the client that you can speak up when it doesn’t
BUSINESS OBSTACLES
“I’m not sure this is the best use of people’s time…”
22
Getting your channel on the radar can be tough
PersonalitiesApathyUnderstandingReputation of industry
BUSINESS OBSTACLES
23
So you’ve got to be proactive and take every chance you get to present to senior leadership
BUSINESS OBSTACLES
24
And you’ve got to be prepared to capitalize (scare monger) if the chance arises
BUSINESS OBSTACLES
25
Otherwise you may only be noticed when things go wrong
BUSINESS OBSTACLES
26
And ultimately you are just one cog in the wheel fighting for finite budget
BUSINESS OBSTACLES
27
So always be looking to make your channel and your client (boss) look good – because there’s a lot at stake
BUSINESS OBSTACLES
28
Structure and Process
29
Traditional brands are (often) woefully unprepared
Getting s**t done
≠Real company s**t
BUSINESS OBSTACLES
30
So you need to define ways of working, rules and processes up front to make sure progress is made
• Working on site• Meet with their dev agency/team frequently• Training in the diary• Constant deliverable model• Transparency on costs • Streamlining approval process
BUSINESS OBSTACLES
31
Compliance and brand guidelines can really suck the wind out of your creative linkbait ideas
BUSINESS OBSTACLES
32
But bigger brands often mean you can make bigger plays – but you’ll have to massively up your game
BUSINESS OBSTACLES
33
Working with Global
34
Working on global businesses is not always as glamorous as it sounds
BUSINESS OBSTACLES
35
You’ve got to get time in the diary with the global team as early as possible
BUSINESS OBSTACLES
36
The reality of working in the UK market for most “global” brands is that you need to earn local control
BUSINESS OBSTACLES
37
And you won’t always win, so pick your battles
BUSINESS OBSTACLES
38
Overcoming common SEO barriers
39
Too big to fail?
40
The issue with many enterprise clients is that they inherently compete with themselves
SEO BARRIERS
41
The ideal solution is to take a portfolio approach to your work
SEO BARRIERS
42
But this can get a lot more complicated when holding companies split their brands across agencies
SEO BARRIERS
BRANDSAGENCIES
FUN
43
Large sites that have grown organically can have horrible information architecture
SEO BARRIERS
44
And can be plagued by duplicate content and orphaned pages
SEO BARRIERS
45
The correct solution can be time consuming and costly – but it can also deliver huge results
SEO BARRIERS
http://www.slideshare.net/SamuelCrocker/duplicate-content-ses-london
46
Content and Outreach
Issues with content production include scale, brand guidelines, style guides, ability to publish, etc.
SEO BARRIERS
You could audit existing content and create processes and guidelines for internal production…
SEO BARRIERS
Outsource to a trusted partner, or take the production off their hands if you can manage.
SEO BARRIERS
Linkbuilding: for how many pages are you genuinely going to do outreach*?
SEO BARRIERS
So, you’re better off mixing it up.
Conduct training (internal and for partner agencies)
Provide keyword mapping
Don’t make them sweat the anchor text
SEO BARRIERS
52
Keyword Research
Keyword research for large brands is not a one-off because you need to be clued up on other marketing activity
SEO BARRIERS
I’d better spend £2,000,000 on a TV
campaign and not create content to rank for it.- No one smart, Ever
Focus on categorisation and prioritisation for round one.
SEO BARRIERS
BRAND
Converts
Ranks
Do research based on nodes, and use trend level data to template large initial changes.
Car rental (27,100) Car hire (60,500)
Car hire new york (480) New york car hire (210)
Car rental new york (260) New york car rental (91)
France car hire (590) Car hire france (4,400)
France car rental (240) Car rental france (880)
SEO BARRIERS
56
Technical Audits
With Technical Audits you need to avoid going down the rabbit hole
SEO BARRIERS
Spend some time onsite and do some diagnostics
SEO BARRIERS
Focus in on problem areas and dig deeper into these.
It is lupus.
SEO BARRIERS
60
Multiple Site Issuses
61
International SEO is a minefield that deserves its own presentation
SEO BARRIERS
HreflangDuplicate contentEtc.
62
Multiple Domains and Migrations are common barriers but also are often huge missed opportunities
SEO BARRIERS
30% increase in search visibility
26% MoM & 55% YoY increase in traffic
377% Increase in mobile traffic
Review of Informatio
n Architectu
re
Content Creation
for Website
Sub-Domain
Migration
Enterprise toolkit
64
Brightedge for reporting, transparency and campaign management
ENTERPRISE TOOLKIT
65
Woo Rank to help you diagnose issues that warrant a digger deep (after you’ve looked around yourself)
ENTERPRISE TOOLKIT
66
Screaming Frog* and/or Deep Crawl to find errors, issues with keyword optimisation, etc.
ENTERPRISE TOOLKIT
67
Proprietary tools are essential for rank tracking and link management
ENTERPRISE TOOLKIT
Reporting and Analytics
69
Enterprise analytics platforms are usually not fun to use
REPORTING & ANALYTICS
70
Always pay close attention to cross-domain tracking
REPORTING & ANALYTICS
71
Automate so you can spend more time providing insight
REPORTING & ANALYTICS
72
Or, better still, educate so you can provide full visibility
REPORTING & ANALYTICS
73
Dear Google, please give us back our data
REPORTING & ANALYTICS
74
Special Thanks
https://twitter.com/tipee
https://twitter.com/richardshove
https://twitter.com/mattgammie
https://twitter.com/beccyweeks
https://twitter.com/kurtsinc
75
Image Credits
http://www.flickr.com/photos/salendron/2402978812/sizes/m/in/photostream/http://www.flickr.com/photos/alexcreative/4564218323/sizes/m/in/photostream/http://www.flickr.com/photos/22280677@N07/2272656387/sizes/z/in/photostream/ http://www.flickr.com/photos/53921113@N02/5645102295/sizes/m/in/photostream/ http://inflatableferret.com/articles/the-meat-parade-part-85/ http://www.flickr.com/photos/mightymoss/3098467059/sizes/m/in/photostream/ http://www.flickr.com/photos/creativechusky/6624665015/sizes/m/in/photostream/ http://www.fastcompany.com/1676902/how-nikes-ceo-shook-shoe-industry http://www.flickr.com/photos/stitch/37332189/sizes/z/in/photostream/ http://www.flickr.com/photos/mnfiraq/6076862674/sizes/m/in/photostream/ http://www.flickr.com/photos/laughingsquid/3089358273/sizes/z/in/photostream/ http://www.flickr.com/photos/davepearson/2646358663/sizes/z/in/photostream/ http://www.flickr.com/photos/nrmadriversseat/6255901473/sizes/z/in/photostream http://www.flickr.com/photos/machinemade/5089297557/sizes/z/in/photostream/ http://www.flickr.com/photos/loop_oh/4139019520/sizes/z/in/photostream/ http://www.flickr.com/photos/pcrisologo/3249064439/sizes/z/in/photostream/ http://25.media.tumblr.com/3a141322e135050b38d76c23291c60f8/tumblr_ml8sx7i0hz1r4lywro1_400.jpg http://www.extremetech.com/wp-content/uploads/2012/10/felix-baumgartner-standing-in-his-capsule-about-to-dive-640x480.jpg http://www.flickr.com/photos/23065375@N05/2246559149/sizes/m/in/photostream/ http://firstandfifteenth.bigcartel.com/product/one-a-day-calendar http://www.flickr.com/photos/elycefeliz/3289447227/sizes/z/in/photostream/ http://www.flickr.com/photos/72861652@N00/1282389988/sizes/z/in/photostream/ http://www.flickr.com/photos/adamhenning/45704082/sizes/m/in/photostream/ http://i.huffpost.com/gen/585370/original.jpg http://farm4.staticflickr.com/3640/3505849421_ee1679ceb5_z.jpg http://mobiforge.com/files/bad_information_architecture_small.jpg http://www.anoop-parikh.com/images/library/homebase_brand_guidelines_01.jpg www.washingtonpost.com/blogs/answer-sheet/files/2013/01/alice-falling-down-rabbit-hole1.jpg http://thewellwrittenwoman.com/wp-content/uploads/2012/02/drhouse.jpg http://www.flickr.com/photos/andybeatty/5247263940/sizes/z/in/photostream/ http://www.flickr.com/photos/neilt/2517652/sizes/z/in/photostream/ http://www.flickr.com/photos/sushiesque/5568696809/sizes/z/in/photostream/ http://upload.wikimedia.org/wikipedia/en/7/75/Tps_report.png http://nooooooooooooooo.com/ https://developers.google.com/analytics/resources/concepts/gaConceptsDomains http://www.flickr.com/photos/melitron/4923829202/sizes/z/in/photostream/ http://www.flickr.com/photos/clevercupcakes/2475149762/sizes/m/in/photostream/