The document provides an overview of enterprise-level SEO tactics for large companies and organizations. It discusses developing an SEO roadmap that includes discovering objectives and challenges, quick wins, big projects, ongoing support, and reporting. It also provides tips for maximizing enterprise SEO such as aligning goals with business objectives, prioritizing projects, developing technical skills, and collaborating across departments.

1. New York | March 19–23, 2012 | #sesny
Enterprise-Level
SEO Tactics
John Shehata
@JShehata
2013

2. New York | March 19–23, 2012 | #sesny
@JShehata | John Shehata

3. SEO Roadmap New York | March 19–23, 2012 | #sesny
Quick Big Report &
Discover Inform Support
Wins Wins Analyze
@JShehata | John Shehata

4. SEO Roadmap New York | March 19–23, 2012 | #sesny
Quick Big Report &
Discover Inform Support
Wins Wins Analyze
• Discover
– What are the main objectives of the site (sales, Pageviews, etc.)
– Know the Team (Design, IT, Legal, Editorial, Marketing, PM, Technology, Analytics)
– SWOT Analysis / Challenges and Opportunities
– Extensive Site Audit (GWT, Screaming Frog, Crawl Errors, etc.)
– Competitive Analysis (SEO, Social Media, Links, Rankings, etc.)
– Understand The PM Process / Editorial Workflow
– Understand Technology & Code
– Build Targeted KWs lists (KW research, Analytics, etc.)
– Build Baseline Reports (Setup – Analytics Team)
– Define your SEO Metrics (Visits, SEO Visits, etc.)
– Identify Conversion Points (Signups, sales, etc.)
@JShehata | John Shehata

5. Maximize Enterprise SEO New York | March 19–23, 2012 | #sesny
• Understand your Weaknesses and Strengths
– Media Sites
– Lots of content
– Videos VS. Text?
– Lots of Links
– No Sales
– Ecommerce
– Lots of Products
– Same Product Description across multiple sites
– Little Unique Content
– Duplicate content
@JShehata | John Shehata

6. Maximize Enterprise SEO New York | March 19–23, 2012 | #sesny
• Issues
– Content Overlap
– Inefficient Crawling (Millions of Pages)
– Too much content to optimize
– One man department
– Tech/Dev/Company has other priorities
– Duplicate Content On Site/Off Site
– Etc..
@JShehata | John Shehata

7. Maximize Enterprise SEO New York | March 19–23, 2012 | #sesny
• Questions to ask (before you start):
– SEO Budget
– Resources
– Legal
– Tools
– Usability
– Previous SEO?
@JShehata | John Shehata

8. SEO Roadmap New York | March 19–23, 2012 | #sesny
Quick Big Report &
Discover Inform Support
Wins Wins Analyze
• Inform “Develop Institutional Knowledge”
– Training (SEO 101, Tech/Dev Training, PM/Product Training)
– Executive Training: C-level executive buy-in is a must (It is not Voodoo Magic!)
– Best Practices Guides (BPG) / One Sheet Checklist
– SEO/SMO Blog/Wiki
– Search Monthly Newsletter
– Answering emails
– SEO Compliance Test
– Customize your training material
@JShehata | John Shehata

9. On-Page Optimization (Content)
On-Page Internal
Content Freshness
Content Frequency Links
Content Authority
Content Relevancy
Content Uniqueness
Page Title Tag
URL
Headline
H1 Header
Social Media
Meta Data
Image/Video
Optimization Content
Internal
Links Code
@Jshehata | John Shehata 9

10. Maximize Enterprise SEO New York | March 19–23, 2012 | #sesny
• Project Management Process Integration
– SEO is not an afterthought (It starts before development)
– Understand The Process
– Kick Offs / Traffic Sources Expectations
– Requirement gathering
– IT / Development
– Design Comps
– Content / Internal Links
– Do your own QA
– Reports
– Check Changes to the site [changedetection.com]
@JShehata | John Shehata

11. SEO Roadmap New York | March 19–23, 2012 | #sesny
Quick Big Report &
Discover Inform Support
Wins Wins Analyze
• Quick Wins “Low Hanging Fruit: Low Effort, Big Wins”
– Site Level Optimization – Page Level Optimization
– Duplicate Content – Money Terms
– 302/301 Redirects – Top 10 Paid Keywords - PPC
– Robots.txt fixes – Top Keywords
– Canonical Tags – 2nd Page Rankings
– Crawl Errors, Error Pages – Top Exit Pages (Bounce rate)
– Link Building (partners, affiliates, widgets, etc.)
– Template Level Optimization
– On Page Optimization (layout, Heading Tags, etc.)
– Page Titles, Meta Description, SEO Tags
– Inline Linking / Deep Linking
– Pagination
@JShehata | John Shehata

12. SEO Roadmap New York | March 19–23, 2012 | #sesny
Quick Big Report &
Discover Inform Support
Wins Wins Analyze
• Big Wins “Big Projects”
– Rich Media Optimization: Videos, Photo Galleries, Etc.
– Mobile SEO
– Content Verticals Optimization (entertainment, tech, etc.)
– Universal SERP Optimization (News, Videos, Shopping, Local, Google+, etc.)
– Rich Snippets
– Link Building Campaigns
– Crawl Efficiency / Duplicate Content / URL Architecture
– Syndication
– Social Media
@JShehata | John Shehata

13. SEO Roadmap New York | March 19–23, 2012 | #sesny
Quick Big Report &
Discover Inform Support
Wins Wins Analyze
• Support
– Support ongoing and new projects
– SEO Recos to seasonal content
– Provide SEO Recos to Breaking/Trending News
– SEO Recos to all new design and tech projects
@JShehata | John Shehata

14. SEO Roadmap New York | March 19–23, 2012 | #sesny
Quick Big Report &
Discover Inform Support
Wins Wins Analyze
• Reports & Analysis “Tell A Story”
– Executive Summary is a Must
– Daily/Monthly Reports
– Author/Content/Product/Vertical Reports
– Social Media Reports
– Project Reports
– Promote your work
– Track traffic changes for all work done
@JShehata | John Shehata

15. SEO Roadmap New York | March 19–23, 2012 | #sesny
Quick Big Report &
Discover Inform Support
Wins Wins Analyze
Company Goals Training Low Effort, Big Wins Big Projects List Support ongoing Daily Reports
SEO 101 Training and new projects
Team/Departments SMO 101 Training On Page Videos / Photos Monthly Reports
SEO Challenges & Tech/Dev Training Optimization SEO Recos to
Opportunities PM/Product Training Mobile seasonal content Author Reports
Executive Training Page Titles, Meta
Strengths & Tags Content Vertical Provide SEO Recos Category/Product
Weaknesses Best Practices Optimization to Breaking News Reports
Workflow/Process Guides (BPG) HP / Section Pages
Universal SERPs Social Media Reports
Analytics/Baseline SEO/SMO Blog/Wiki 302/301 Redirects
reports Rich Snippets Project Reports
Search/Social Media Robots.txt fixes
researching / info
gathering Monthly Newsletter Link Building
Error Pages
Technology, Code Answering emails Crawl Efficiency
Meta Tags / Social
Content, Links, Social SEO/SMO Tags Optimization Social Media
Media
Compliance Test
Building Targeted Rich Snippets Syndication
Keyword lists Content Strategy
Duplicate Content
Crawl Errors
Comp. Analysis Canonical Tags
PM Process
@JShehata | John Shehata

16. Tools & Resources New York | March 19–23, 2012 | #sesny
• Excel
• SEOmoz
• SEObook
• Screaming Frog
• Google/Bing Webmaster Tools
• Advanced Web Rankings
• Google Analytics / Omniture
• Raven Tools
@JShehata | John Shehata

17. Consolidate & Segment New York | March 19–23, 2012 | #sesny
GWT (Search Queries) + Google KWs + GA Traffic + Rankings
Screaming Frog + SEOmoz Top Pages + SEOmoz Crawl Test +
GWT Errors
@JShehata | John Shehata

18. New York | March 19–23, 2012 | #sesny
17 Tactics that help you succeed at
Enterprise SEO
@JShehata | John Shehata

19. Maximize Enterprise SEO New York | March 19–23, 2012 | #sesny
• Develop Technical & Excel Skills
@JShehata | John Shehata

20. Maximize Enterprise SEO New York | March 19–23, 2012 | #sesny
SELL Your Projects
Align your Goals
with the Company’s Goals
i.e. Align your Projects
with the Company’s Projects
Find a project sponsor
@JShehata | John Shehata

21. Maximize Enterprise SEO New York | March 19–23, 2012 | #sesny
Show Value
@JShehata | John Shehata

22. Maximize Enterprise SEO New York | March 19–23, 2012 | #sesny
• Big Projects
– Small Projects Justifies Big Projects
– Divide Big Projects into smaller tasks
– Find projects that can include these tasks
– Focus on quick wins
@JShehata | John Shehata

23. Maximize Enterprise SEO New York | March 19–23, 2012 | #sesny
• Your Platform is not just desktop!
– Mobile is a must
– App/Tablet Optimization
– YouTube
+94%
@JShehata | John Shehata

24. Maximize Enterprise SEO New York | March 19–23, 2012 | #sesny
Tech/Dev Teams
• Great ally or the worst hurdle
• Push Back when appropriate
• Your strategy is Dead-On-Arrival
without technical resources.
@JShehata | John Shehata

25. Maximize Enterprise SEO New York | March 19–23, 2012 | #sesny
Build Relationships
Communicate in Person, Emails are not enough
@JShehata | John Shehata

26. Maximize Enterprise SEO New York | March 19–23, 2012 | #sesny
Stop Long Emails
Tell A Story / Promote your success / Use Numbers
@JShehata | John Shehata

27. Maximize Enterprise SEO New York | March 19–23, 2012 | #sesny
Task, Reports, Meetings, etc.
Stop whatever
doesn’t provide
VALUE
@JShehata | John Shehata

28. Maximize Enterprise SEO New York | March 19–23, 2012 | #sesny
Choose your Battles Wisely
Prioritize / Ask your manager to
prioritize your work
@JShehata | John Shehata

29. Maximize Enterprise SEO New York | March 19–23, 2012 | #sesny
• Find Hidden resources
– Sister companies
– Cross promotions,
– links
– Talents in other departments
@JShehata | John Shehata

30. Maximize Enterprise SEO New York | March 19–23, 2012 | #sesny
• Center of Excellence [COE]
– SEO Ambassadors (across sites, global, editorial, IT, etc.)
– Highlight the Champ
– Badges / Compliance Certificate
– Train the trainer
@JShehata | John Shehata

31. Maximize Enterprise SEO New York | March 19–23, 2012 | #sesny
We are consultants; we provide
recommendations to other
teams to implement!!
@JShehata | John Shehata

32. Maximize Enterprise SEO New York | March 19–23, 2012 | #sesny
• Develop A Content Marketing Strategy
– Editorial calendar
– Evergreen content
– Product Reviews
– Best/Worst Lists
– Trending topics
– National vs. Local Content
@JShehata | John Shehata

33. Maximize Enterprise SEO New York | March 19–23, 2012 | #sesny
Working with others
• 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
@JShehata | John Shehata

34. Maximize Enterprise SEO New York | March 19–23, 2012 | #sesny
Less Is More SEO
• Focused recommendations
• Focused emails
• Focused reports
• etc.
@JShehata | John Shehata

35. Maximize Enterprise SEO New York | March 19–23, 2012 | #sesny
Be a Good Person
– Approachable
– Available
– Share Knowledge
– Train and Train Again
– Invest in People, Develop Skills
– Optimize for Users not SE SEO
@JShehata | John Shehata

36. New York | March 19–23, 2012 | #sesny
Thanks
John Shehata
@JShehata
@JShehata | John Shehata