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5Specific Ways to BuildYour Enterprise SEOTraffic and Sales        Jonathon Colman        Twitter @jcolman        In-House...
1.CREATE ORIGINAL CONTENTPhoto © Sukisuki on Flickr. Source: flickr.com/photos/sukisuki/3293817448/
CREATE ORIGINAL CONTENTFOCUS: Increase rankings and portfolio diversityfor traffic-driving keywords• Original, relevant pr...
Let’s look at a standard REI                                                                           product page…Source...
That’s nearly 250 words of                                                                           branded, original, un...
This article on our site                                                                          draws qualified traffic ...
2.MINIMIZE DUPLICATIONPhoto © leg0fenris on Flickr. Source: flickr.com/photos/legofenris/4641828205/
MINIMIZE DUPLICATIONFOCUS: Rank higher and increase traffic• Duplicate content = the same content at two  different URLs• ...
Duplicate content waters down yourrankings for competitive keywords,reducing your traffic and conversion.Source: Google We...
4 TOOLS FOR DUPLICATE CONTENT• Use rel=canonical to point from a  duplicate back to the authoritative version  of the cont...
Using these tactics, we reduced duplicatecontent on REI.com by 96% Y/Y, drivingincreased traffic to authoritative content....
3.GO FAST OR GO HOMEPhoto © ShootNFish on Flickr. Source: flickr.com/photos/geyring/5290188093/
GO FAST OR GO HOMEFOCUS: Increase your conversion• Google uses speed as a search ranking  factor for the most competitive ...
Customers expect your web site to      load in 2 seconds or less.Source: Forrester/Akamai [via GetElastic]
40% of customers will abandon          any site that takes longer than                 3 seconds to load.Source: Forrester...
The average Fortune 500 company   web site takes 7 seconds to load.Source: Andrew Davies, Web Performance: A Whistlestop T...
For every 1 second of load time,           conversion drops by 7%.Source: Strangeloop
For every 1 second of load time,        user satisfaction drops by 16%.Source: Strangeloop
A faster site reduces the costs of          infrastructure and releases                by 50% or more.Source: Shopzilla [v...
REI’S RESULTS:A     50%  decrease in the time it tookfor Google to crawl an average pageSource: Google Webmaster Tools rep...
REI’S RESULTS:A     100%   increase in the amount oftotal pages Google crawled per daySource: Google Webmaster Tools repor...
REI’S RESULTS:In 2011, we saved customers                22 yearsof time by speeding up REI.comSource: Google Webmaster To...
TOOLS TO SPEED UP YOUR SITE• Yahoo and Google best practices• Google Webmaster Tools speed report• Site speed data in Goog...
4.BE META, NOT JUST <META>Photo © sarah0s on Flickr. Source: flickr.com/photos/sarahseverson/6245395188/
BE META, NOT JUST <META>FOCUS: Increase traffic and conversion• Structure product search results into  faceted navigation ...
Use product metadata to                                                                      structure search results for ...
Facets help users narrow                                                                      down their searches and     ...
WHICH WOULD YOU CLICK ON?RESULTS:Rich Snippets can drive up to+30%more clicks over standard search results
Structured data makes youmore findable in verticals,such as local search.
TOOLS FOR RICH SNIPPETS• Google’s guide to Rich Snippets• Microdata: Schema.org standard used by  Google, Bing, and Yahoo•...
5.LINK IT ALL TOGETHERPhoto © Ravages on Flickr. Source: flickr.com/photos/ravages/2831688538/
LINK IT ALL TOGETHERFOCUS: Increase rankings and traffic• Don’t buy links – any purchasing scheme  goes against Webmaster ...
Don’t let this happen to you.                                    Do not buy links. Ever.Source: Paid Links (via Google Web...
EARN LINKS FOR DISCOVERYSearch engines index the Web by following links topage after page of content. But most of the time...
EARN LINKS FOR TRUSTFor a search engine, links from one site toanother are like a vote of confidence and trust,similar to ...
EARN LINKS FOR AUTHORITYIf all else is equal, pages with more links can besaid to be more authoritative because moreindivi...
HOW CAN YOU EARN LINKS?• Create useful content that fulfills a  customer need – especially tacit needs• Be original, funny...
Source: S’mores at http://findout.rei.com/blog_detail/?contentid=5496892009878913438 on www.REI.com
Source: Backpacks infographic at http://www.rei.com/infographics/backpacks.html on www.REI.com
A customer-created video for one of ourproducts went viral, driving awareness,links, traffic, and ranking increases.Source...
We rank #3 for a broadsearch term that doesn’tuse our brand or even thecategory. What if this wasa high-margin product?
5KEY, ACTIONABLE TAKEAWAYSPhoto © mrjoro on Flickr. Source: flickr.com/photos/mrjoro/89187454/
5 KEY, ACTIONABLE TAKEAWAYS1. Create original content that meets your   audience’s explicit and tacit needs2. Reduce dupli...
MANY THANKS!          Jonathon Colman          In-House SEO for REI          Home:     about.me/jcolman          Twitter: ...
MANY THANKS! Jonathon Colman In-House
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MANY THANKS! Jonathon Colman In-House Building Enterprise eCommerce SEO Traffic and Sales

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MANY THANKS! Jonathon Colman In-House SEO for REI Home: about.me/jcolman Twitter: @jcolman E-mail: jcolman@rei.com

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