Overcoming the Challenges of Enterprise SEO

Jon Henshaw

Co-founder & President of Raven Tools

jon@raventools.com

@RavenJon

Overcoming the Challenges of Enterprise SEOA practical approach to achieving the impossible

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Site Auditing

Marketing Reports

Research

Analytics raventools.com

The challenge of many properties

Perfect World One Site

Real WorldDifferent country specific TLDs, sub-

domains, CMSs, and product and support

sites

1. Take Inventory

You will never be able to fix everything at once

Determine the lowest hanging fruit

Create a list of all propertiesUse a spreadsheet or a document with a grid.

Evaluate the performanceResearch and report on organic traffic and its related events and conversion rates.

Identify any technological hurdlesInclude items like proprietary CMS or difficult to work with IT ;)

Prioritize changes based on biggest gains versus lowest hurdlesDo what you can now while you prepare for bigger challenges.

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2. Methodically Fix Issues

Automatically find onpage SEO problems using site auditing

software

Focus on more critical issues first

Page errors, blocked pages, missing meta data, broken images and links

Implementing or fixing just one thing can provide significant lift

Page Titles, Caching, HTTP/2, Gzip Compression

“The SEO that changes everything at once on an enterprise site will suffer a long and horrible death.”- Me, just now

3. Seriously, don’t do it!

No guarantee the changes will be implemented correctly

The more changes you launch at the same time, the more difficult it will be to understand and fix new

problems

Risks include de-indexing and/or adversely affecting SERPs

“The cautious SEO that goes step-by-step with an enterprise site probably won’t suffer a long and horrible death.”- Also me, just now

4. Fighting the good fight

A degree in psychology is always helpful(Not practical, but helpful)

Observe and learnGet a better understanding of company politics and people before going to battle

Use what you learn to get what you want(Ethically of course)

Find ways that will workIf you can’t get WordPress on the main site, request a sub-domain

5. Convincing people you’re not an idiot: A success story

Once upon a time there was this SEO that worked at an

international TV and online news company…

Nobody would listen to this SEO

After this SEO observed and learned how things got done, he

devised a plan

He befriended a journalist and convinced them to let him write Page Titles and Headlines for a

week

Organic traffic and sessions skyrocketed for those posts and he

eventually taught the rest of the journalists

He became indispensable on big events, like elections, because of his

knowledge of trending topics and keywords

Then he quit and found a better job

Thank Y u