Achieving success in SEO can be challenging at the best of times. At the enterprise level, multiple stakeholders, legacy technology and unknown hurdles can make the road to SEO success long and difficult. Once you get there, the last thing you want to do is to fall off the radar. Tom's share's his SEO pain management strategies to stay on top.

1. Industrial Strength SEO
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Pain Management Strategies
SMX East, New York
SMX East New York
October 5, 2010
Twitter: @petryshen

2. It takes hard work and the right
It t k h d k d th i ht
qualities to succeed in the world
qualities to succeed in the world
of Enterprise SEO.
of Enterprise SEO
Twitter: @petryshen

3. Focus & Discipline
(The road to success is littered with political and
technical hurdles – you have to see through the crap)
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Twitter: @petryshen

4. Endurance
(Success can be years
(Success can be years
away ‐ there are no
short cuts)
Twitter: @petryshen

5. You love
You love
to win,
to win
but…
but
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6. …don’t care about the awards?
(it’s about the journey, cigars and beer)
Twitter: @petryshen Photo compliments of Canadian Press

7. Inspire
others
(you need many
champions on
champions on
your team)
Twitter: @petryshen

8. You work hard
You work hard
to get to the top
Twitter: @petryshen

9. Why risk loosing it all?
Why risk loosing it all?
Twitter: @petryshen

10. Protection is critical
Twitter: @petryshen l

11. The best way to stay on the top
Th b t t t th t
is to prevent bad things from
is to prevent bad things from
happening in the first place.
happening in the first place
Twitter: @petryshen

12. Pain Management Strategy #1
P i M t St t #1
Train and make developers
Train and make developers
accountable for SEO.
accountable for SEO
Twitter: @petryshen

13. Get development on your team
p y
Twitter: @petryshen

14. Give them tools
Give them tools
Twitter: @petryshen
(cheat sheets, check lists)

15. Use techies to train them
Anatomy of URL
 Logical directory format
 Use of keywords
 Subdomains
 Canonical tag
Headers explained
 200s
 301s vs 302s
 400+ management
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Javascript content & iframes
 Aj
Ajax
Twitter: @petryshen
 3rd party plugins

16. Pain Management Strategy #2
i S 2
Plan for SEO migration when you
Pl f SEO i ti h
change CMS or domain name,
change CMS or domain name
redesign Information architecture,
redesign Information architecture
update applications, etc.
update applications, etc.
Twitter: @petryshen

17. Danger lurks behind every corner & website update
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18. Identify
Identify
potentials
issues
Before
Google
g
Twitter: @petryshen

19. Google goes shopping on it’s own
Google goes shopping on it’s own
and creates 1000 s of new pages
and creates 1000’s of new pages
Twitter: @petryshen

20. Have a migration plan
Have a migration plan
Collect Failure Prelaunch
Testing Phase
Point Data Sequence
Monitor & Quick Win
Launch
Analysis Sequence
Decommission
Old URLs
Twitter: @petryshen

21. Analyse the data
Twitter: @petryshen

22. Know your numbers traffic
Know your traffic
Know your
Know your numbers
 List of high traffic pages and traffic range for a day
 Top keywords from SEO with expected
Top keywords from SEO with expected
traffic/bounce ranges
 Expected conversion range / advertising revenue
Expected conversion range / advertising revenue
for a day
E Expected bounce rate for top keywords / high
t db t f t k d / hi h
traffic pages
 Daily Googlebot crawl rate
 Current page index count in all major search
engines
Twitter: @petryshen

23. Forecast Expectations
SEO Referrals
 Head terms
 Long tail
 B d terms
Brand t
 Home page
 Other pages
Conversions
 Head terms
 Long tail
 Home page
 Other pages
Twitter: @petryshen

24. Create &
test new
XML
sitemaps
Twitter: @petryshen

25. Use 301 redirects to make it simple to find new pages
Twitter: @petryshen

26. Test your new website go live
Test before you go live
Test before you
Test your new website
Twitter: @petryshen

27. SEOmozyour new website
helps to find issues before Google does
p
Test your new website
Test g
Twitter: @petryshen

28. Dig deep to find scripting errors
Dig deepnew website
Test your to find scripting errors
Test your new website
Twitter: @petryshen

29. Have all hands on deck for launch day
Have all hands on deck for launch day
Twitter: @petryshen

30. Keep your new friends close by to help
py y p
fix issues as you find them
Twitter: @petryshen

31. Analyse Webmaster tools data after launch
Analyse Webmaster tools data after launch
Twitter: @petryshen

32. Submit
your top
your top
pages
Twitter: @petryshen

33. Example: Good Migration
p g
(less than 10% traffic drop & quick 2‐3 week recovery)
Twitter: @petryshen

34. Example: Ugly Migration
p gy g
(400% drop in SEO referrals with no recovery)
Twitter: @petryshen

35. SEO & Website Migration
SEO & W b it Mi ti
Search Engine Room
November 18, 2009
b
Long term success if yours for the taking
Long term success if yours for the taking
Twitter: @petryshen (It’s up to you to stay there)

36. Thanks
Tom Petryshen
Twitter: @petryshen
Email: tom@amplify com au
tom@amplify.com.au
Web: www.amplify.com.au
Wikipedia: http://en.wikipedia.org/wiki/Tom_Petryshen
Twitter: @petryshen