An Enterprise SEO Framework: From Crawling to Conversions
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The document outlines an enterprise SEO framework focused on improving search performance for large websites, highlighting the necessity for a unique approach as opposed to standard methods. It covers the 'crawling to conversions' framework, organizational structures for effective SEO teams, and findings from a comprehensive study on Google's crawling behavior. Key takeaways include fundamental insights into crawl issues for big sites and strategic actions SEO teams can take to enhance performance.
![#SEJThinktank
@botify @kammie_jenkins
What We’ll Cover
1. Why the biggest sites on the web need a different
framework for SEO [Data]](https://image.slidesharecdn.com/anenterpriseseoframework-fromcrawlingtoconversions-190912024819/85/An-Enterprise-SEO-Framework-From-Crawling-to-Conversions-3-320.jpg)
![#SEJThinktank
@botify @kammie_jenkins
What We’ll Cover
1. Why the biggest sites on the web need a different
framework for SEO [Data]
2. What is the “crawling to conversions” framework and
what does it look like when implemented? [Case Study]](https://image.slidesharecdn.com/anenterpriseseoframework-fromcrawlingtoconversions-190912024819/85/An-Enterprise-SEO-Framework-From-Crawling-to-Conversions-4-320.jpg)
![#SEJThinktank
@botify @kammie_jenkins
What We’ll Cover
1. Why the biggest sites on the web need a different
framework for SEO [Data]
2. What is the “crawling to conversions” framework and
what does it look like when implemented? [Case Study]
3. What type of organizational structure leads to the most
effective SEO teams.](https://image.slidesharecdn.com/anenterpriseseoframework-fromcrawlingtoconversions-190912024819/85/An-Enterprise-SEO-Framework-From-Crawling-to-Conversions-5-320.jpg)
![#SEJThinktank
@botify @kammie_jenkins
What We’ll Cover
1. Why the biggest sites on the web need a different
framework for SEO [Data]
2. What is the “crawling to conversions” framework and
what does it look like when implemented? [Case Study]
3. What type of organizational structure leads to the most
effective SEO teams.
+ Tips, takeaways, and Q&A!](https://image.slidesharecdn.com/anenterpriseseoframework-fromcrawlingtoconversions-190912024819/85/An-Enterprise-SEO-Framework-From-Crawling-to-Conversions-6-320.jpg)
An Enterprise SEO Framework: From Crawling to Conversions
- 1. An Enterprise SEO Framework: From Crawling to Conversions Kameron Jenkins, Botify #SEJThinktank @botify @kammie_jenkins
- 2. #SEJThinktank @botify @kammie_jenkins About Us 1. Director of Brand, Content & Communications at Botify 2. We help the biggest sites on the web improve their performance in search. 3. Expedia, Glassdoor, Marriott, Condé Nast Kameron Jenkins, Botify
- 3. #SEJThinktank @botify @kammie_jenkins What We’ll Cover 1. Why the biggest sites on the web need a different framework for SEO [Data]
- 4. #SEJThinktank @botify @kammie_jenkins What We’ll Cover 1. Why the biggest sites on the web need a different framework for SEO [Data] 2. What is the “crawling to conversions” framework and what does it look like when implemented? [Case Study]
- 5. #SEJThinktank @botify @kammie_jenkins What We’ll Cover 1. Why the biggest sites on the web need a different framework for SEO [Data] 2. What is the “crawling to conversions” framework and what does it look like when implemented? [Case Study] 3. What type of organizational structure leads to the most effective SEO teams.
- 6. #SEJThinktank @botify @kammie_jenkins What We’ll Cover 1. Why the biggest sites on the web need a different framework for SEO [Data] 2. What is the “crawling to conversions” framework and what does it look like when implemented? [Case Study] 3. What type of organizational structure leads to the most effective SEO teams. + Tips, takeaways, and Q&A!
- 7. #SEJThinktank @botify @kammie_jenkins Poll #1: What’s the primary KPI you / your boss has set for your SEO team? A) Improving Google's crawl of your site B) Improving indexing C) Improving keyword ranking D) Improving traffic E) Improving revenue
- 8. #SEJThinktank @botify @kammie_jenkins Challenge: take a scientific approach to uncover what Google actually does.
- 9. #SEJThinktank @botify @kammie_jenkins 413 million pages crawled
- 10. #SEJThinktank @botify @kammie_jenkins 413 million pages crawled 6 billion Googlebot requests
- 11. #SEJThinktank @botify @kammie_jenkins 413 million pages crawled 6 billion Googlebot requests 1 very comprehensive study of how Google crawls the web
- 12. #SEJThinktank @botify @kammie_jenkins What did we find?
- 16. #SEJThinktank @botify @kammie_jenkins The web is huge.
- 17. #SEJThinktank @botify @kammie_jenkins The web is complex.
- 21. #SEJThinktank @botify @kammie_jenkins Enterprise websites need a different approach.
- 25. #SEJThinktank @botify @kammie_jenkins What pages exist on my site?
- 26. #SEJThinktank @botify @kammie_jenkins What pages exist on my site? Which of those pages is Google visiting?
- 27. #SEJThinktank @botify @kammie_jenkins What pages exist on my site? Which of those pages is Google visiting? How are my indexed pages performing in SERPs?
- 28. #SEJThinktank @botify @kammie_jenkins What pages exist on my site? Which of those pages is Google visiting? How are my indexed pages performing in SERPs? How are searchers interacting with those pages once they get to the site?
- 29. #SEJThinktank @botify @kammie_jenkins Case Study: The Invisible Site
- 31. #SEJThinktank @botify @kammie_jenkins 19x increase in crawl activity to strategic pages
- 32. #SEJThinktank @botify @kammie_jenkins 2x the organic traffic within 3 months
- 34. #SEJThinktank @botify @kammie_jenkins Poll #2: How is SEO structured at your enterprise organization? A) We all live under marketing B) We all live under the website product team C) Some SEOs work on the marketing team and others work on the product team
- 36. #SEJThinktank @botify @kammie_jenkins Content SEO Tech SEO
- 37. #SEJThinktank @botify @kammie_jenkins “Every single day, everyone touching the website is doing SEO, whether they know it or not. They are either making multi-million dollar decisions that help SEO or hurt it.” - Jessica Bowman
- 39. #SEJThinktank @botify @kammie_jenkins TAKEAWAY #1 Big sites have crawl issues.
- 40. #SEJThinktank @botify @kammie_jenkins TAKEAWAY #2 They can’t afford to start with keywords.
- 41. #SEJThinktank @botify @kammie_jenkins So what can you do right now?
- 42. #SEJThinktank @botify @kammie_jenkins TIP #1 Arm yourself with all the data. Crawl data Log file data SERP performance data Traffic & conversions data
- 43. #SEJThinktank @botify @kammie_jenkins TIP #2 Look at the full picture when auditing.
- 44. #SEJThinktank @botify @kammie_jenkins TIP #3 Get yourself a seat at the table. SEO