When you really boil it down, in-house SEO leaders are responsible for just three things: 1) Driving traffic, 2) Reporting on the channel, 3) being the bridge. This deck requires more explanation (all content was delivered verbally), but should illustrate one basic fact: keeping it simple is the key to success in enterprise SEO!
18. Itâs about TOPICS not keywords.
More
actionable
(search volume
by topic)
Easier to spot
trends
(seasonality)
Not myopic
(less ranking
reports)
More insightful
(queries
change)
20. Technical SEO is more important than
ever.
Googlebot
crawling
javascript
Mobile SEO
Faceted
navigations
Duplicate
content
Site latency
International
SEO
Domain
migrations
Panda Penguin
Future
algorithms
Future
changes
22. Itâs not whatâs âwrongâ with your site. Itâs
what moves the needle.
1. Identify top
priorities ->
2. Sync with
business ->
3. Create
tickets and
ship!
43. âI use search engines to find stuff.â
Search Rank & Display Page Content
Conversion &
Motivation
Itâs
about
this
44. âI use search engines to find stuff.â
Search Rank & Display Page Content
Conversion &
Motivation
User exp.
begins here
Itâs
about
this
Content
creates the
conversion