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Enterprise SEOJohn ShehataSept 2016

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1. Develop Technical Skills

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Develop Analytics/Excel Skills

• GSC (Search Queries) • Google GA / Omniture• KWs Metrics • Rankings• APIs• Screaming Frog• MOZ Top Pages• Crawl Errors

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2. Understand Your Technology

• CMS• Frontend / JS web frames• APIs• etc

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3. Build Relationships

Communicate in Person, Emails are not enough

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#SEOThursdayDonuts

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4. Dev/Tech Language

Tech/Dev Teams• Great ally or the worst hurdle• Push Back when appropriate• Your strategy is Dead-On-Arrival without

technical resources.• Never say “is it doable?”

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NEVER Tell a Developer

“it is easy”Dev is marketer’s best ally or worst enemy

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5. Find Hidden/Shared Resources

Sister companies Cross promotions, Talents in other departments Link Building– Internal– Vendors/affiliates– Sponsorships– Legal contracts– Content syndication– etc

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6. Show Value

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7. SELL Your Projects

Align your Goals with the Company’s Goalsi.e. Align your Projectswith the Company’s Projects

Find a project sponsor

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8. Quick Wins First

Don’t do any radical changes in the first 3-6 months

Focus on quick wins Start with Solid Winners not

Experiments Earn a reputation that your

recommendations work

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9. Initiate Big Projects

Small Projects Justifies Big Projects Divide Big Projects into smaller tasks Find projects that can include these tasks Focus on quick wins

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10. Choose your Battles Wisely

Prioritize / Ask your manager to prioritize your work

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11. Stop Long Emails

• Executive Summary

• Tell A Story • Promote your

success • Use Numbers

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12. Stop Whatever Doesn’t Provide Value

TasksReportsMeetingsetc.

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13. Center of Excellence [COE]

SEO Ambassadors (across sites, global, editorial, IT) Badges / Compliance Certificate Train the trainer

Highlight the Champ

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14. Ongoing Education

• Bi-Weekly / Monthly / Quarterly Training• New Hires• Wiki• FAQ• BPGs

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15. We are Consultants!!

We provide recommendations to other teams to implement!!

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16. SEO is Evolving

SEO is not dead, it is Evolving, and so must you too!!

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17. Develop A Content Marketing Strategy

Editorial calendar Evergreen content Product Reviews Best/Worst Lists Trending topics National vs. Local Content FAQs

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18. Mobile SEO

Desktop is no longer your main platform AMP Mobile App Store Optimization Social YouTube Etc.

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19. Make Them The Hero

• Communicate Results to participating teams• Make others great! Focus on making the other people

successful, and you’ll earn their trust. • Make your emphasis how SEO will make them

successful.• Make a big deal of giving public acknowledgement of

their vital contribution.• Respect the hard work these folks have to do that has

nothing to do with your SEO needs

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20. Less Is More

• Focused recommendations• Focused emails• Focused reports• etc.

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21. Establish an SEO process

Discovery

Understand Project Goals

and objectives

Traffic Sources: Search, Social,

Internal traffic?

Top Keywords: what is the

search interest?

Location on site:

directory, subdomain,

page, sections, etc.?

Do we need a CName?

Do we need a landing page (/blogs/) for all created templates

Content: is it new content, new content

replacing existing content,

removing old content, etc.?Will page content be

delivered via Javascript, AJAX, other un-friendly

SEO technologies?

do we need a separate XML

sitemap?

Designwireframes/

design comps review

breadcrumbs

placements

text placement

social integrations

H1 heading tags

SEO recommendations for

label, layout and links

Pre Dev.Meta Date

(page titles, meta

description, keywords)

SEO friendly URL formats

Copy Reviews: does the

page need intro/closing

copy?

Canonical tags

Social tags / Other tags

robots.txt updates if

needed

analytics integration

secure 5 links to new

content

Schema Implementa

tion

QA

Quick SEO QA

Baseline analytics reports

Content in Feeds

Live

SEO BPG if needed

3,6,9 months reports

Link Building

Ranking Reports

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#Bonus: Be a Good Person

ApproachableAvailableShare KnowledgeTrain and Train AgainInvest in People, Develop Skills

SEO

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#Bonus: Hire for Talent, Train for Skill

ApproachableAvailableShare KnowledgeTrain and Train AgainInvest in People, Develop Skills

SEO

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