Google only crawls about half the pages on large enterprise websites, meaning those pages won’t be added to the index.
This also means they can’t rank or generate organic traffic and revenue for the business. That’s the bad news.
SEO for large websites simply cannot start with rankings and keywords or you will miss an enormous opportunity.
Enterprise website owners need to go deeper and focus on the entire search process – starting with its technical foundation and how search engines crawl it, to how its real audience engage with it.
The good news is that enterprises can experience massive wins simply by removing the barriers that currently stand between Google and their website.
In this presentation, you’ll learn:
– Why some of the largest sites on the web struggle to get their key pages crawled.
– How a crawling-to-conversions framework solves this problem.
– Steps you can take to implement this holistic SEO framework.
From Chance to Choice - Tactical Link Building for International SEO
Enterprise SEO Framework: Crawling to Conversions
1. An Enterprise SEO Framework:
From Crawling to Conversions
Kameron Jenkins, Botify
#SEJThinktank
@botify @kammie_jenkins
2. #SEJThinktank
@botify @kammie_jenkins
About Us
1. Director of Brand, Content &
Communications at Botify
2. We help the biggest sites on the web
improve their performance in search.
3. Expedia, Glassdoor, Marriott, Condé Nast
Kameron Jenkins, Botify
4. #SEJThinktank
@botify @kammie_jenkins
What We’ll Cover
1. Why the biggest sites on the web need a different
framework for SEO [Data]
2. What is the “crawling to conversions” framework and
what does it look like when implemented? [Case Study]
5. #SEJThinktank
@botify @kammie_jenkins
What We’ll Cover
1. Why the biggest sites on the web need a different
framework for SEO [Data]
2. What is the “crawling to conversions” framework and
what does it look like when implemented? [Case Study]
3. What type of organizational structure leads to the most
effective SEO teams.
6. #SEJThinktank
@botify @kammie_jenkins
What We’ll Cover
1. Why the biggest sites on the web need a different
framework for SEO [Data]
2. What is the “crawling to conversions” framework and
what does it look like when implemented? [Case Study]
3. What type of organizational structure leads to the most
effective SEO teams.
+ Tips, takeaways, and Q&A!
7. #SEJThinktank
@botify @kammie_jenkins
Poll #1: What’s the primary KPI you / your boss
has set for your SEO team?
A) Improving Google's crawl of your site
B) Improving indexing
C) Improving keyword ranking
D) Improving traffic
E) Improving revenue
28. #SEJThinktank
@botify @kammie_jenkins
What pages exist on my site?
Which of those pages is Google visiting?
How are my indexed pages performing in SERPs?
How are searchers interacting with those pages once
they get to the site?
34. #SEJThinktank
@botify @kammie_jenkins
Poll #2: How is SEO structured at your
enterprise organization?
A) We all live under marketing
B) We all live under the website product team
C) Some SEOs work on the marketing team and
others work on the product team
37. #SEJThinktank
@botify @kammie_jenkins
“Every single day, everyone touching the
website is doing SEO, whether they know it or
not. They are either making multi-million dollar
decisions that help SEO or hurt it.”
- Jessica Bowman