discover_techniques_used_by-marshall_d_simmonds.ppt

1www.DefineSearchStrategies.com

Enterprise-Level SEO TechniquesEnterprise-Level SEO Techniques

Marshall SimmondsCEO and Co-Founder, Define Search Strategies

Chief Search Strategist, The New York Times Company


And other NYTCo properties and acquisitions

3www.DefineSearchStrategies.com TV


SEO Best PracticesSEO Best Practices

Friendly URLs

XML Sitemap

META Description Tags

META Keyword Tags

H1 Tags

H2 Tags

Bold / Strong Tags

GraphicsAlt Text

JavaScript

Internal Linking

Keyword Rich Content

Keyword ResearchCaptions

External Linking

Blog Optimization

Headlines

Duplicate Content

URL Parameters

Apache Re-writes

PageRank

Link Popularity

Navigation

Keyword Density

Keyword Ranking

Metrics

Syndication

NoIndex Tags

NoFollow Tags

Robots.txt File


Managing ExpectationsManaging Expectations

Establish Knowledge / Expertise / Success

Understand the Topic / Department / Division

Ask/Answer Questions ‘They’ Should Ask

Explain Experiences with Metrics and Dollars

Be Ready to Support the Plan and for Pushback

Find Quick Wins/Leverage Relationships /Buy-in


Life CycleLife Cycle

Site Architecture•CMS•Re/Design•Templates•Crawlabilty

Marketing•Ranking•Link Dev•Social Media

Editorial•Education•SEO•Research


New York TimesNew York Times

Template optimization Pull down registration walls Expose archives Monthly network-wide communication SEO Basics

NYT Search Growth >223% vs 2006


Hearst Digital MediaHearst Digital Media

Audits and reassessments Actionable checklists to push SEO progress Technical troubleshooting Teaching workshops for writers, editors (print and online), producers,

and project managers

Engaged in aggressive social media campaign

2+ year relationship Cosmopolitan.com 100% YOY growth in search ref. Esquire.com 150% YOY growth in search ref.


ToysRUs/BabiesRUsToysRUs/BabiesRUs

Removal of crawl barriers Training site producers on matching product descriptions to what

searchers are looking for Giving appropriate people control of key on-page elements Understanding seasonal traffic and how to take advantage of it

Holiday specials, promoting events such as the Big Toy Book, creating permanent content that is ready to go for xmas

TRU >50% YOY growth in search referrals


TVGuideTVGuide

CMS optimization Syndication strategy consulting Search sustainability assessments for acquisition targets Ongoing education for writers, editors High level education sessions for senior management

2+ year relationship YOY growth of >100%


Marketing (and SEO)Marketing (and SEO)


Time Inc InteractiveTime Inc Interactive

Empower and evangelize Custom CMS Control to right people Build company wide awareness Getting all departments thinking about search Exposing much more of their content to the engines XML site maps

Time.com – up 28% YOY People.com – up 62% YOY EW.com – up 116% YOY


Mistakes to AvoidMistakes to Avoid

Walling off content

Under communicating success

Not checking in with IT / Production / Design / Ad Sales

META Keywords tag

Implementing the changes

Excessive expectations: timeframes, growth

Lack of editorial oversight

Underestimating raising awareness around search


What we know – 2008 editionWhat we know – 2008 edition

Search “Life Cycle” is always changing within a company

Your Search/Promotion strategy *will* be messed with - plan for it

Careful tracking is your best ally



Thank YouThank You

Marshall Simmonds

CEO and Co-Founder, Define Search Strategies

www.DefineSS.com

Chief Search Strategist, The New York Times Company

[email protected]

mdsimmonds

Technology

discover_techniques_used_by-marshall_d_simmonds.ppt