Enterprise SEO Process SES

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Enterprise SEO Process Presentation by Nagini Indugula at SES NY

Tecnologia Carreiras Negócios

Enterprise SEO Process
Nagini Indugula
Product Manager
@nagini_i

New York | March 19–23

@nagini_i New York | March 19–23, 2012 | #sesny

E R PR
E NT IS S
E E
O

Architecture
Keywords
Content

Links

@nagini_i New York | March 19–23, 2012 | #sesny

E
N Build a
T
R
E
S Skate
P E Board
R O
I
S
E PROCESS

@nagini_i New York | March 19–23, 2012 | #sesny

4 Wheels for your SEO Skateboard

Site Architecture
Keywords Strategy
Content / Linking
Measure and Monitor

@nagini_i New York | March 19–23, 2012 | #sesny

#1 Site
Architecture

@nagini_i New York | March 19–23, 2012 | #sesny

Multiple Site Architecture
CONTENT LAYER

Site 1 Site 2 Site 3

Jobs
Jobs
Results

Jobs
Jobs
Jobs

Content

@nagini_i New York | March 19–23, 2012 | #sesny

Site Architecture
Home Page

Featured
(popular Title / All Jobs
Category pages)

Category All
Jobs (eg: State All Jobs
Job details page
HealthCare (eg: Illinois Jobs)
Jobs)

Results Pages
Category
Job details Title Results City Results State Results
Results Page
Pages eg: CNA page eg: page eg: Illinois
eg: Healthcare
Jobs Chicago Jobs Jobs
Jobs
All Jobs Page

Job details page Job details page Job details page Job details page
3/21/2012 7

@nagini_i New York | March 19–23, 2012 | #sesny

Technical SEO
 Folder/URL Structure
 Tags
 Sitemaps
 Navigation Structure
 Internal Linking
 Canonicalization
 Redirection rules for page expiries

 KEY TAKEAWAY 

Meet with other site owners within your
company.

Success is never complete and never ending.

@nagini_i New York | March 19–23, 2012 | #sesny

#2 Keyword
Strategy

@nagini_i New York | March 19–23, 2012 | #sesny

All Jobs

Keyword Healthcare
Engineering
Practitioners
Strategy Jobs
Jobs

part of our Physical Civil
Therapists Engineering
taxonomy
Registered Computer
Nurses Engineering

@nagini_i New York | March 19–23, 2012 | #sesny

Business
Intelligence
Jobs

Database Database
Analyst developer
Jobs jobs
Staff
Data Nurse
warehousing Jobs
Jobs

DW BI Oracle LVN Jobs LPN jobs
Architect Developer
Jobs Jobs

ETL Registered
developer Nurse Jobs
Jobs
Charge Vocational
Nurse Nurse
Jobs Jobs

RN Jobs

@nagini_i New York | March 19–23, 2012 | #sesny

Site 1

Healthcare Jobs
Classification
& Registered Nurse
Client 1 Jobs
Interpretation
Engine
Staff Nurse

• Classify Charge
breaks down to Nurse
Job title smaller
Description
Job title
---------------------
Description
Job title:
consumable
---------------------
---------------------
Registered sets Job title
---- ---------------------
• Interpret
Nurse Description
Job title
Requirements
---- ---------------------
Description Description
Job title:
-------------------
Requirements ---------------------
---------------------
--------------------------
-------------------
------------------- interpret what Registered
---- ---------------------
-------------------- Nurse
-- -------------------
Requirements
titles mean in Requirements
----
-- Description
-------------------
Requirements
----------------------- seeker terms --------------------------
-------------------
-------------------
----------------- --------------------
-- -------------------
Requirements
--
-----------------------
-----------------

@nagini_i New York | March 19–23, 2012 | #sesny

Uncover new titles

19,000 Unique Job Postings in the last 6 Months

Over 4,000 Active Resumes

 KEY TAKEAWAY 

Don’t ignore your internal assets for
keyword discovery.

Embrace automation for keyword discovery.

@nagini_i New York | March 19–23, 2012 | #sesny

#3 Content
& Linking

@nagini_i New York | March 19–23, 2012 | #sesny

Content and Linking
Link CONTENT LAYER
development
Site 1 Site 2 Site 3

Jobs
Jobs
Category

Jobs
Jobs
Jobs

Content

@nagini_i New York | March 19–23, 2012 | #sesny

Content Plan with Goals
CONTENT
GENERATION

CONTENT
MARKETING

MEASURE
& REPEAT

 KEY TAKEAWAY 

Understand why you want to do content.

Have definite content and marketing goals.

@nagini_i New York | March 19–23, 2012 | #sesny

#4
Monitoring

@nagini_i New York | March 19–23, 2012 | #sesny

Monitoring Strategy
Automate
Tools &
Metrics Monitor
Goals

• X% of • Crawl • Google • Work with
overall Errors & Analytics your tech
Search Indexation • Webmaster team to
Traffic • Impressions tools automate
• Y% of users & Queries • Add to your
to do this • SE Traffic & routine
Action Conversion

 KEY TAKEAWAY 

Identify the metrics that matter to your
organization and measure them closely.

Set tangible and realistic goals.

@nagini_i New York | March 19–23, 2012 | #sesny

Keyword Content / Monitoring &
Architecture
Strategy Linking Tracking

ROADMAP

@nagini_i New York | March 19–23, 2012 | #sesny

THANK YOU

Nagini Indugula
Product Manager
CareerBuilder
@nagini_i

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Enterprise SEO Process SES

1. Enterprise SEO Process Nagini Indugula Product Manager @nagini_i New York | March 19–23

2. @nagini_i New York | March 19–23, 2012 | #sesny E R PR E NT IS S E E O Architecture Keywords Content Links

3. @nagini_i New York | March 19–23, 2012 | #sesny E N Build a T R E S Skate P E Board R O I S E PROCESS

4. @nagini_i New York | March 19–23, 2012 | #sesny 4 Wheels for your SEO Skateboard Site Architecture Keywords Strategy Content / Linking Measure and Monitor

5. @nagini_i New York | March 19–23, 2012 | #sesny #1 Site Architecture

6. @nagini_i New York | March 19–23, 2012 | #sesny Multiple Site Architecture CONTENT LAYER Site 1 Site 2 Site 3 Jobs Jobs Results Jobs Jobs Jobs Content

7. @nagini_i New York | March 19–23, 2012 | #sesny Site Architecture Home Page Featured (popular Title / All Jobs Category pages) Category All Jobs (eg: State All Jobs Job details page HealthCare (eg: Illinois Jobs) Jobs) Results Pages Category Job details Title Results City Results State Results Results Page Pages eg: CNA page eg: page eg: Illinois eg: Healthcare Jobs Chicago Jobs Jobs Jobs All Jobs Page Job details page Job details page Job details page Job details page 3/21/2012 7

8. @nagini_i New York | March 19–23, 2012 | #sesny Technical SEO  Folder/URL Structure  Tags  Sitemaps  Navigation Structure  Internal Linking  Canonicalization  Redirection rules for page expiries

9.  KEY TAKEAWAY  Meet with other site owners within your company. Success is never complete and never ending.

10. @nagini_i New York | March 19–23, 2012 | #sesny #2 Keyword Strategy

11. @nagini_i New York | March 19–23, 2012 | #sesny All Jobs Keyword Healthcare Engineering Practitioners Strategy Jobs Jobs part of our Physical Civil Therapists Engineering taxonomy Registered Computer Nurses Engineering

12. @nagini_i New York | March 19–23, 2012 | #sesny Business Intelligence Jobs Database Database Analyst developer Jobs jobs Staff Data Nurse warehousing Jobs Jobs DW BI Oracle LVN Jobs LPN jobs Architect Developer Jobs Jobs ETL Registered developer Nurse Jobs Jobs Charge Vocational Nurse Nurse Jobs Jobs RN Jobs

13. @nagini_i New York | March 19–23, 2012 | #sesny Site 1 Healthcare Jobs Classification & Registered Nurse Client 1 Jobs Interpretation Engine Staff Nurse • Classify Charge breaks down to Nurse Job title smaller Description Job title --------------------- Description Job title: consumable --------------------- --------------------- Registered sets Job title ---- --------------------- • Interpret Nurse Description Job title Requirements ---- --------------------- Description Description Job title: ------------------- Requirements --------------------- --------------------- -------------------------- ------------------- ------------------- interpret what Registered ---- --------------------- -------------------- Nurse -- ------------------- Requirements titles mean in Requirements ---- -- Description ------------------- Requirements ----------------------- seeker terms -------------------------- ------------------- ------------------- ----------------- -------------------- -- ------------------- Requirements -- ----------------------- -----------------

14. @nagini_i New York | March 19–23, 2012 | #sesny Uncover new titles 19,000 Unique Job Postings in the last 6 Months Over 4,000 Active Resumes

15.  KEY TAKEAWAY  Don’t ignore your internal assets for keyword discovery. Embrace automation for keyword discovery.

16. @nagini_i New York | March 19–23, 2012 | #sesny #3 Content & Linking

17. @nagini_i New York | March 19–23, 2012 | #sesny Content and Linking Link CONTENT LAYER development Site 1 Site 2 Site 3 Jobs Jobs Category Jobs Jobs Jobs Content

18. @nagini_i New York | March 19–23, 2012 | #sesny Content Plan with Goals CONTENT GENERATION CONTENT MARKETING MEASURE & REPEAT

19.  KEY TAKEAWAY  Understand why you want to do content. Have definite content and marketing goals.

20. @nagini_i New York | March 19–23, 2012 | #sesny #4 Monitoring

21. @nagini_i New York | March 19–23, 2012 | #sesny Monitoring Strategy Automate Tools & Metrics Monitor Goals • X% of • Crawl • Google • Work with overall Errors & Analytics your tech Search Indexation • Webmaster team to Traffic • Impressions tools automate • Y% of users & Queries • Add to your to do this • SE Traffic & routine Action Conversion

22.  KEY TAKEAWAY  Identify the metrics that matter to your organization and measure them closely. Set tangible and realistic goals.

23. @nagini_i New York | March 19–23, 2012 | #sesny Keyword Content / Monitoring & Architecture Strategy Linking Tracking ROADMAP

24. @nagini_i New York | March 19–23, 2012 | #sesny THANK YOU Nagini Indugula Product Manager CareerBuilder @nagini_i

Enterprise SEO Process SES

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