Enterprise SEO Process Presentation by Nagini Indugula at SES NY

1. Enterprise SEO Process
Nagini Indugula
Product Manager
@nagini_i
New York | March 19–23

2. @nagini_i New York | March 19–23, 2012 | #sesny
E R PR
E NT IS S
E E
O
Architecture
Keywords
Content
Links

3. @nagini_i New York | March 19–23, 2012 | #sesny
E
N Build a
T
R
E
S Skate
P E Board
R O
I
S
E PROCESS

4. @nagini_i New York | March 19–23, 2012 | #sesny
4 Wheels for your SEO Skateboard
Site Architecture
Keywords Strategy
Content / Linking
Measure and Monitor

5. @nagini_i New York | March 19–23, 2012 | #sesny
#1 Site
Architecture

6. @nagini_i New York | March 19–23, 2012 | #sesny
Multiple Site Architecture
CONTENT LAYER
Site 1 Site 2 Site 3
Jobs
Jobs
Results
Jobs
Jobs
Jobs
Content

7. @nagini_i New York | March 19–23, 2012 | #sesny
Site Architecture
Home Page
Featured
(popular Title / All Jobs
Category pages)
Category All
Jobs (eg: State All Jobs
Job details page
HealthCare (eg: Illinois Jobs)
Jobs)
Results Pages
Category
Job details Title Results City Results State Results
Results Page
Pages eg: CNA page eg: page eg: Illinois
eg: Healthcare
Jobs Chicago Jobs Jobs
Jobs
All Jobs Page
Job details page Job details page Job details page Job details page
3/21/2012 7

8. @nagini_i New York | March 19–23, 2012 | #sesny
Technical SEO
 Folder/URL Structure
 Tags
 Sitemaps
 Navigation Structure
 Internal Linking
 Canonicalization
 Redirection rules for page expiries

9.  KEY TAKEAWAY 
Meet with other site owners within your
company.
Success is never complete and never ending.

10. @nagini_i New York | March 19–23, 2012 | #sesny
#2 Keyword
Strategy

11. @nagini_i New York | March 19–23, 2012 | #sesny
All Jobs
Keyword Healthcare
Engineering
Practitioners
Strategy Jobs
Jobs
part of our Physical Civil
Therapists Engineering
taxonomy
Registered Computer
Nurses Engineering

12. @nagini_i New York | March 19–23, 2012 | #sesny
Business
Intelligence
Jobs
Database Database
Analyst developer
Jobs jobs
Staff
Data Nurse
warehousing Jobs
Jobs
DW BI Oracle LVN Jobs LPN jobs
Architect Developer
Jobs Jobs
ETL Registered
developer Nurse Jobs
Jobs
Charge Vocational
Nurse Nurse
Jobs Jobs
RN Jobs

13. @nagini_i New York | March 19–23, 2012 | #sesny
Site 1
Healthcare Jobs
Classification
& Registered Nurse
Client 1 Jobs
Interpretation
Engine
Staff Nurse
• Classify Charge
breaks down to Nurse
Job title smaller
Description
Job title
---------------------
Description
Job title:
consumable
---------------------
---------------------
Registered sets Job title
---- ---------------------
• Interpret
Nurse Description
Job title
Requirements
---- ---------------------
Description Description
Job title:
-------------------
Requirements ---------------------
---------------------
--------------------------
-------------------
------------------- interpret what Registered
---- ---------------------
-------------------- Nurse
-- -------------------
Requirements
titles mean in Requirements
----
-- Description
-------------------
Requirements
----------------------- seeker terms --------------------------
-------------------
-------------------
----------------- --------------------
-- -------------------
Requirements
--
-----------------------
-----------------

14. @nagini_i New York | March 19–23, 2012 | #sesny
Uncover new titles
19,000 Unique Job Postings in the last 6 Months
Over 4,000 Active Resumes

15.  KEY TAKEAWAY 
Don’t ignore your internal assets for
keyword discovery.
Embrace automation for keyword discovery.

16. @nagini_i New York | March 19–23, 2012 | #sesny
#3 Content
& Linking

17. @nagini_i New York | March 19–23, 2012 | #sesny
Content and Linking
Link CONTENT LAYER
development
Site 1 Site 2 Site 3
Jobs
Jobs
Category
Jobs
Jobs
Jobs
Content

18. @nagini_i New York | March 19–23, 2012 | #sesny
Content Plan with Goals
CONTENT
GENERATION
CONTENT
MARKETING
MEASURE
& REPEAT

19.  KEY TAKEAWAY 
Understand why you want to do content.
Have definite content and marketing goals.

20. @nagini_i New York | March 19–23, 2012 | #sesny
#4
Monitoring

21. @nagini_i New York | March 19–23, 2012 | #sesny
Monitoring Strategy
Automate
Tools &
Metrics Monitor
Goals
• X% of • Crawl • Google • Work with
overall Errors & Analytics your tech
Search Indexation • Webmaster team to
Traffic • Impressions tools automate
• Y% of users & Queries • Add to your
to do this • SE Traffic & routine
Action Conversion

22.  KEY TAKEAWAY 
Identify the metrics that matter to your
organization and measure them closely.
Set tangible and realistic goals.

23. @nagini_i New York | March 19–23, 2012 | #sesny
Keyword Content / Monitoring &
Architecture
Strategy Linking Tracking
ROADMAP

24. @nagini_i New York | March 19–23, 2012 | #sesny
THANK YOU
Nagini Indugula
Product Manager
CareerBuilder
@nagini_i