SEO for Enterprise: Back to the Basics
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The document outlines key strategies for enterprise SEO, emphasizing the importance of actionable insights over simply following trends or obsessing over rankings. It highlights ten crucial 'don'ts' that SEO professionals must avoid, such as ignoring technical SEO and treating social media as direct marketing. The ultimate goal is to drive organic traffic, report effectively, and connect with the business objectives.
SEO for Enterprise: Back to the Basics
- 1. SEO for Enterprise: Back to the Basics Adam Audette @audette
- 2. What are all the things you should could be doing? @audette
- 3. Authorship Log file analysis Schema.org Site architecture Pagination Crawling Site Search Duplicate Content Site Speed Sitemaps Reporting Secure Search SEO Tools Galore Content Strategy@audette
- 4. Authorship Schema.org Site architecture Pagination Crawling Site Search Duplicate Content Site Speed Sitemaps Reporting Secure Search SEO Tools Galore Content Strategy Faceted Navigation@audette
- 5. The only things that count are what you ACT ON.
- 6. Ideas are only sparks.
- 7. What did you sign up for?
- 8. To drive organic traffic.
- 9. To report on your channel.
- 10. To be the bridge.
- 11. So how do you get there?
- 12. Start by eliminating the DON’Ts
- 13. 1. Don’t (try to) build links.
- 15. Up to 40% of new clients have penalties from previous “SEO” work.
- 17. 2. Don’t obsess on rankings.
- 18. It’s about TOPICS not keywords. More actionable (search volume by topic) Easier to spot trends (seasonality) Not myopic (less ranking reports) More insightful (queries change)
- 19. 3. Don’t ignore technical SEO.
- 20. Technical SEO is more important than ever. Googlebot crawling javascript Mobile SEO Faceted navigations Duplicate content Site latency International SEO Domain migrations Panda Penguin Future algorithms Future changes
- 21. 4. Don’t create massive site audits.
- 22. It’s not what’s ‘wrong’ with your site. It’s what moves the needle. 1. Identify top priorities -> 2. Sync with business -> 3. Create tickets and ship!
- 23. 5. Don’t ignore the basics.
- 24. Consistency is key Internal links! Canonical URLs! XML sitemaps! Off-page signals!
- 25. Shiny things are shiny. Boring things drive $$$.
- 26. Basics. Sexy.
- 27. Didn’t follow the basics.
- 28. 7. Don’t shortchange your value.
- 29. You have unique skills. Think big. I should write title tags and run ranking reports…
- 30. You have unique skills. Think big. I should write title tags and run ranking reports…
- 31. A good SEO is a strategist. I should run an opportunity forecast.
- 32. A good SEO is creative. What sorts of business intelligence can I do on our competitors?
- 33. A good SEO is a keen analyst who wants to WIN. I should finish that competitive analysis.
- 34. 8. Don’t treat social as direct marketing.
- 36. 9. Don’t ignore the Knowledge Graph.
- 37. It’s kind of a big deal.
- 38. It’s kind of a big deal.
- 39. It’s kind of a big deal.
- 40. 10. Don’t chase the algorithm.
- 41. Search engines follow users.
- 42. Search engines follow users. It’s not actually about this
- 43. “I use search engines to find stuff.” Search Rank & Display Page Content Conversion & Motivation It’s about this
- 44. “I use search engines to find stuff.” Search Rank & Display Page Content Conversion & Motivation User exp. begins here It’s about this Content creates the conversion
- 45. Now what?
- 47. Three things: 1. Drive traffic 2. Report on channel 3. Be the bridge
- 48. Be unwavering.