One Person, One Billion Pages - Ancestry @ Conductor C3 2013

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Stefan Pioso

Technologie Design

#C3NY
STEFAN PIOSO
2
Ancestry.com
Linkedin.com/in/spioso
Facebook.com/Ancestry.com
spioso@ancestry.com
Leading Online Family History Resource
@ancestrydotcom

#C3NY
AGENDA
• Who is Ancestry.com
• How one approaches one billion
• Building the team [spoiler alert]
3

#C3NY
WHO DO WE THINK WE ARE…
5
• Largest online family history resource
• 11+ billion records
• 50 million family trees
• 5 billion profiles
• 1+ billion indexed pages
• Products
• Records & tools subscriptions
• Desktop & mobile Apps
• DNA
• 1x Public | 2x Private
• Sold to Permira $1.6b in 2012

#C3NY
CAN ONE MANAGE ONE BILLION?
• Sure…
• Caveat 1
• Caveat 2
• Caveat 3….
• Wait, it depends…
• The answer is not binary…
7

#C3NY
MY REVOLUTIONARY THREE STEP APPROACH
11
Maintain Improve Grow

#C3NY
ANCESTRY’S APPROACH
12
Maintain
 You can’t grow if the baseline is shrinking!
• Benchmark
• Set SEO standards
• Configure & monitor early warning
systems
• Ensure you have the tools to react

#C3NY
ANCESTRY’S APPROACH
13
Improve
 Make proven entry points work harder &
cultivate new ones.
• Test what you can change & build what
you can test
• Leverage common conversion paths
where possible.
• Focus on template-level SEO
enhancements.

#C3NY
ANCESTRY’S APPROACH
14
Grow
 Exploit available content & build
where necessary.
• Growth opportunities
• Collections porting
• Data aggregation

#C3NY
CAN ONE MANAGE ONE BILLION?
 Yes, but you’ll need help!
• Build credibility
• How: Training & data feedback
• Demonstrate opportunity
• How: Do it, then talk about it
• Define clear, measurable plan
• How: Create your top 100
• Use skillset to expand into adjacent
channels
17

#C3NY
WHAT EXCITES US ABOUT THE FUTURE…
• Building more content at scale
• Asset consolidation
• Exploring what big data and cross
channel search optimization can
deliver
19

#C3NY
SHAMELESS PLUG…
 Very competitive salary & relocation to San Francisco available for
the right candidate.
• SEO Product Manager
• Description: http://goo.gl/MhzirT
• SEO Manager
• Not yet listed…contact me directly in interested
20
Contact me: spioso@ancestry.com

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One Person, One Billion Pages - Ancestry @ Conductor C3 2013

1. #C3NY ONE PERSON ONE BILLION PAGES Stefan Pioso Director Search Marketing, Ancestry.com

2. #C3NY STEFAN PIOSO 2 Ancestry.com Linkedin.com/in/spioso Facebook.com/Ancestry.com spioso@ancestry.com Leading Online Family History Resource @ancestrydotcom

3. #C3NY AGENDA • Who is Ancestry.com • How one approaches one billion • Building the team [spoiler alert] 3

4. #C3NY WHO WE ARE

5. #C3NY WHO DO WE THINK WE ARE… 5 • Largest online family history resource • 11+ billion records • 50 million family trees • 5 billion profiles • 1+ billion indexed pages • Products • Records & tools subscriptions • Desktop & mobile Apps • DNA • 1x Public | 2x Private • Sold to Permira $1.6b in 2012

6. #C3NY WHO WE ARE NOT… 6

7. #C3NY CAN ONE MANAGE ONE BILLION? • Sure… • Caveat 1 • Caveat 2 • Caveat 3…. • Wait, it depends… • The answer is not binary… 7

8. #C3NY HOW ONE APPROACHES ONE BILLION

9. #C3NY SCOPING PROBLEMS & OPPORTUNITIES 9 Tools Assessment - Tracking systems - SEO configuration - CMS / publishing Site Audit - Inventory content - Tech assessment - Link profile audit Find Stakeholders - SEO proponents - Content creators - Standards owner(s)

10. #C3NY SITUATION OVERVIEW • Assets • Domain authority • Link profile • Scale of available content • Challenges • 100+ subdomains • 5k owned domains • Duplicate content • Few tools to influence site • Disparate platforms, high dependencies 10

11. #C3NY MY REVOLUTIONARY THREE STEP APPROACH 11 Maintain Improve Grow

12. #C3NY ANCESTRY’S APPROACH 12 Maintain  You can’t grow if the baseline is shrinking! • Benchmark • Set SEO standards • Configure & monitor early warning systems • Ensure you have the tools to react

13. #C3NY ANCESTRY’S APPROACH 13 Improve  Make proven entry points work harder & cultivate new ones. • Test what you can change & build what you can test • Leverage common conversion paths where possible. • Focus on template-level SEO enhancements.

14. #C3NY ANCESTRY’S APPROACH 14 Grow  Exploit available content & build where necessary. • Growth opportunities • Collections porting • Data aggregation

15. #C3NY BUILDING THE TEAM

16. #C3NY ANYONE KNOW WHAT THIS IS? 16

17. #C3NY CAN ONE MANAGE ONE BILLION?  Yes, but you’ll need help! • Build credibility • How: Training & data feedback • Demonstrate opportunity • How: Do it, then talk about it • Define clear, measurable plan • How: Create your top 100 • Use skillset to expand into adjacent channels 17

18. #C3NY …IN CLOSING

19. #C3NY WHAT EXCITES US ABOUT THE FUTURE… • Building more content at scale • Asset consolidation • Exploring what big data and cross channel search optimization can deliver 19

20. #C3NY SHAMELESS PLUG…  Very competitive salary & relocation to San Francisco available for the right candidate. • SEO Product Manager • Description: http://goo.gl/MhzirT • SEO Manager • Not yet listed…contact me directly in interested 20 Contact me: spioso@ancestry.com

21. #C3NY QUESTIONS? 21

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Key Tools:1) Webmaster tools (Google & Bing)2) Firefox Web Developer from (Chris Pederick)\3) cURL
Key Tools:-
Tool Tip:-Used webmaster tools, Conductor & automated tests as primary early warning systems-Used cURL to identify 404 issue for our homepage (per Google, it’s the closest proxy to Googlebot)-Tools to react: we configured our CMS (Fatwire) to publish all robots.txt files to enable on-demand changes

One Person, One Billion Pages - Ancestry @ Conductor C3 2013

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