When you really boil it down, in-house SEO leaders are responsible for just three things: 1) Driving traffic, 2) Reporting on the channel, 3) being the bridge. This deck requires more explanation (all content was delivered verbally), but should illustrate one basic fact: keeping it simple is the key to success in enterprise SEO!

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.

35. Social ≠ Transactional

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?

46. Remember three things.

47. Three things:
1. Drive traffic
2. Report on channel
3. Be the bridge

48. Be unwavering.

49. Adam Audette
aaudette@rimmkaufman.com
@audette
The end.