Democratization and Decisions through Data: Scaling Search at the Enterprise Level
•Als PPTX, PDF herunterladen•
2 gefällt mir•460 views
Presented on Thursday, September 19th, 2019 at the W Hotel in Washington D.C. for Advanced Search Summit D.C. If you want to build an army of minions for your SEO efforts, you'll find quite quickly that scaling with industry pros isn't always practical or possible. In this session, Keith Goode, Sr. SEO Strategist at IBM will discuss how enterprise organizations are building centers of excellence focused on democratizing best search practices, instilling a Decisions through Data mindset, and making the entire digital experience practice Agile. Learn how to establish a solid framework, break that framework into actionable efforts, and enable the entire organization to move your search experience forward.
Empfohlen
Empfohlen
Weitere ähnliche Inhalte
Was ist angesagt?
Was ist angesagt? (20)
Ähnlich wie Democratization and Decisions through Data: Scaling Search at the Enterprise Level
Ähnlich wie Democratization and Decisions through Data: Scaling Search at the Enterprise Level (20)
Mehr von Keith Goode
Mehr von Keith Goode (20)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
Democratization and Decisions through Data: Scaling Search at the Enterprise Level
- 1. Democratization and Decisions through Data Scaling Search at the Enterprise Level Keith L Goode Sr. SEO Strategist – IBM* *All opinions stated herein are my own and not IBM’s. I have revealed no IBM-specific data, nor have I made any forward-looking statements.
- 4. Limitations of the Self & the Need for Minions The Greatness of the Vision TheNumberofMinionsRequired
- 5. The Matrix of Minions Freedom Intelligence • Not motivated to help • Micromanagement annoys everyone, especially smart people • Likely not aligned with the Vision • Will bail at the first opportunity • Pretty useless • Require constant supervision • Will do only what’s told and nothing more • Effort-to-benefit ratio is bad • Aligned with Vision • Motivated to help • Most likely to succeed • Most likely to continue forward with or without you • More likely to make catastrophic mistakes • They are the “one inept guard” that lets the good guy go • Most likely to unwittingly derail the entire plan
- 6. The Matrix of Minions Freedom Intelligence Death Eaters Stormtroopers Thanos’ Black Order Virtucon Security
- 7. Large Enterprise SEO Challenges at Scale
- 8. The Double-Edged Sword of Having More People • The Competing Priorities multiplier • Greater potential for catastrophic failure • “It’s better to ask forgiveness than for permission” mentality
- 9. Gaining Priority and Budget
- 10. Step 1: Gain Executive Priority Vision Goals Strategy Tactics Activities • These aren’t your minions; they’re the company’s • Executive prerogative can change everything mid-stream • Getting into theirVision is key for getting • Priority • Budget • Resources
- 11. Greatly Influenced by Org Structure CEO Dev Marketing Analytics DistancetoC-Suite How Much of the Org You Influence
- 12. Show Lost or Untapped Revenue Lost $$New $$ Saved $$
- 13. Tap Into Competitiveness and Pride Lost $$New $$ Saved $$ Competitor Wins Tech Debt
- 14. Tap into Competitive Energy Tools • SEMrush • Ahrefs • BrightEdge • seoClarity • Conductor Views • Non-branded ranking • Side-by-side comparison of pages • What they’re doing well and what we suck at
- 15. Analytics and Reporting Standard Traffic Revenue Ranking ROAS Social Metrics Expanded Tech Scores Share of Voice Quality Score Content Score NPS & Verbatims
- 16. KnowWhatYou’re Going to Do the MomentYou Get Priority and Budget
- 17. Building a Center of Excellence
- 18. We Need an SEO Borg CollectiveThroughout the Organization
- 19. Grunt work. Keyword vetting. PLP assignments. Report building. Social proof and analysis. Technical SEO, global templates, best practices for coding, establishes guidelines for URLs, scripts, etc. BU SEO Focal Tactical execution. Can be BU funded hire or HQ SEO or both. Works directly with stakeholder. Webmasters Geo Focals Localization and regionalization of content. Regional reporting. Tactical execution for new campaigns SEM/Email/Social Responsible for paid aspects of search, email campaigns, social campaigns. Should work with SEO. HQ Global SEOs Global vision, education, enablement, executive reporting, and prioritization Agencies
- 20. Step 2: Enabling the Minions Indirect Direct Standards • Institutes a uniform approach • Should include more than just SEO standards • Design • Brand • Technical • Requires enforcement • Tends to be ignored or “unknown” Enablement • Personalized to the discipline • SEO for Writers • SEO for Video Producers • SEO for Dev • SEO for Sys Admins • SEO for PR • Etc. • Not everyone needs to be trained to be an SEO
- 21. Set the Standards and Enforce the Rules
- 23. Work within an Established Framework Usability Content Authority
- 24. How Does My Job Affect SEO? Barriers to Success • No Nav Links • Not in sitemap • Robots.txt disallow • Content in JavaScript • Orphaned Pages Barriers to Success • Robots “Noindex” tag • Excessive duplication (poor canonical tag use) • Inaccurate localization • Text not readable Barriers to Success • Lack of relevance • Slow page load • Not responsive • No internal links • No external links • Lack of keyword use Barriers to Success • No structured markup • No Schema markup • Poor content structure • Content not easy-to- follow Crawling Indexing Ranking Useful Reponses Technical Content PR/Marcom
- 25. Teach Them to Do What They Do Best and Help SEO • Social • Promotion • Industry Outreach • Drives Corporate Priorities • Company Vision • Voice of the Company • Proper Merchandising • Content Best Practices • Building Content for the User • Proper Coding • Responsive Design • Server Uptime and Speed • Adapting to Tech Advancements • Audits • Analysis • Education • Staying up-to-date Dev / Tech Content PR / MKTG C-Suite
- 27. Step 3:TeachThem CriticalThinking Data • Make as much data as possible universally available • Encourage cross-channel data views and collaboration • Make it easy to find/create a hub Critical Thinking • Teach them what each signal means • Teach them what the general causes are Application • Show how to test hypotheses • Dig deeper to find root causes and set up corrective systems
- 29. Plug into an Iterative Framework
- 30. Step 4: Empower with an Iterative Framework Values Principles Practices Openness Courage Respect Trust Begin with clarity about the outcome Listen, iterate, learn and course correct Self directed teams unleash innovation Use information radiators Collaborate daily Plan as a team Get feedback often Reflect on how we work Inspire purpose Set up for success Optimize workflow Govern for greatness Unleash innovation A Visualization of Agile at IBM
- 31. SEO as a Granular Iterative Process Multiple SSS programs can run concurrently. Also, as soon as one project ends, another can begin. Every level of the business gains insights into proper content planning, the buyer’s journey, the competitive landscape, and how to win. Track Success Content Analysis Make Optimizations Competitive Research Project Kickoff Performance ReviewTake one page or set of pages at a time and do a deep-dive SEO SmartSteps
- 32. SEO as a Holistic Collaboration • Attempts to understand and tap into the Buyer’s Journey • Builds a unified experience across multiple facets of that Journey • Improves performance across all channels
- 33. A Rigid, Inflexible Structure will beYour Undoing
- 34. Leave a Legacy that Continues BeyondYou
- 35. Thank you! Connect with me on Twitter at @keithgoode
Hinweis der Redaktion
- So, what do you think? Impressive. Right? But at some point in this man’s life he had to begin somewhere and it wasn’t with a perfect circle. He learned technique, and he practiced. Just as drawing the perfect circle requires practice to master, so does our journey with having an Agile Mind-set. As you get started its important to remember, you are on a continuum – you aren’t “Agile” or “Not Agile” In the beginning you may start by following the patterns and practices other agile teams have adopted. The key at this stage is to be open, and have a desire to get better. As you become more experienced in your agile practice, you may find it’s easier for you to adapt your teams practices within the principles. And finally at the mastery level, you can walk in a room and you are thinking, and acting in an Agile manner without having to think about it. You are making it your own. You are living the values and principles. Agile at IBM is a collaborative, iterative, client centric way to work. It’s a mindset that our individuals and leaders embody that empowers our people to do more of the right work. This will lead to faster decision making, people centered leadership, self-direction. To build this mindset, we start with the core values (openness, courage, respect, trust), principles of Agile (Clarity of purpose, listen/learn/iteration/course correct, and self directed teams), and practices to build the behaviors of an Agile team. To create an agile organization, both individuals and leaders should be committed to the practices.