This document discusses overcoming technical SEO challenges for enterprise sites. It defines enterprise SEO as dealing with very large organizations and complex sites. The main challenges are dealing with large scale and size, prioritizing issues, reporting and monitoring across many domains, and getting initiatives implemented due to many stakeholders. Solutions discussed include tactical crawling to analyze samples instead of entire sites, prioritizing issues by effort and impact, dashboard reporting at an executive level, and using soft skills to build influence.
8. Key characteristics for defining
Enterprise SEO are the size and
complexity of the organisation.
9. Commonly house large portfolios of
digital properties and have long
chains of command to effect change.
10. @sam_marsden SearchLeeds
Talk about what you know
What we do every day:
Help enterprise businesses to get
insights no matter how many or how
large their sites are.
13. @sam_marsden SearchLeeds
It isn’t time-efficient to extract
insights for the entire site.
Analysing every page
is resource intensive and costly.
Challenges with size and scale
14. In most cases we only need
enough data to validate issues.
23. @sam_marsden SearchLeeds
How do we prioritise issues?
Effort x Impact = Severity score & priority level
(1-5) (1-5) (1-25) (low-
high)
24. @sam_marsden SearchLeeds
Common issues on enterprise sites
4
Proportion of
primary pages.
Crawl depth
with >20 levels
Rendered crawl
finds iframe is
breaking head
Excessive
international page
versions
28. Algorithm for swapping out
alternates may not work as precisely
as we expect.
OR
Google has trouble with complex
sites with many alternate versions.
30. @sam_marsden SearchLeeds
Keeping on top of issues as they arise on large
scale sites.
Maintaining a top level perspective of a large
portfolio of domains.
Challenges with reporting and monitoring
31. Example: Large media publisher
Large scale migration of 300k
subdomains over 6 months.
32.
33. GSC Monthly comparison dashboard
@sam_marsden SearchLeeds
Organic dashboards which display
top level trends and surface granular issues quickly.
39. Top level speed metrics from real users
@sam_marsden SearchLeeds
Domain or subdomain level
speed metrics from CrUX.
Free and easy to scale up
across portfolio of brands
and competitors.
40. Check out my Whiteboard Friday...
@sam_marsden SearchLeeds
Howdy
Moz fans!
42. @sam_marsden SearchLeeds
Getting SEO fixes, campaigns and initiatives
actioned.
Getting a broad range of stakeholders and
gatekeepers bought in to SEO.
Challenges with reporting and monitoring
44. @sam_marsden SearchLeeds
Winning in enterprise organisations
4
Build strong internal
and external
networks.
Prove ROI to
score budget
Be a hub of
influence between
different depts.
Lead with revenue
KPIs, not SEO KPIs
bit.ly/eli-enterprise
Eli Schwartz
@5le