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Enterprise SEO Chaos - SMX Advanced 2016
The document discusses some of the challenges of enterprise SEO, including large scale operations across many countries and teams, slow changes, complex technical infrastructure with multiple domains, servers and CMS systems, and difficulties coordinating efforts across internal groups. Key challenges include complex redirects, canonicalization and link issues due to the large scale; difficulties optimizing the many pages, versions and parameters; and the need for extensive education, collaboration and setting expectations to unify efforts.
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Enterprise SEO Chaos - SMX Advanced 2016
- 1. #SMX #XXA @patrickstox TheFun And Challenges Of Enterprise SEO ENTERPRISE SEO CHAOS
- 2. #SMX #XXA @patrickstox EveryLittle Thing Is A Big Issue
- 3. #SMX #XXA @patrickstox BecauseEverything Is Done On A Huge Scale
- 4. #SMX #XXA @patrickstox IBMhas ~378,000 employees and operates in over 170 countries. Enterprises Are HUGE!
- 5. #SMX #XXA @patrickstox CollaborationIs The Key
- 6. #SMX #XXA @patrickstox SoIs Education
- 7. #SMX #XXA @patrickstox There’sSo Much Opportunity
- 8. #SMX #XXA @patrickstox EverythingHas To Work Together
- 9. #SMX #XXA @patrickstox ThisIs How It Really Is
- 10. #SMX #XXA @patrickstox There’sA Lot Of People
- 11. #SMX #XXA @patrickstox YouCan’t Do Everything Yourself
- 12. #SMX #XXA @patrickstox ChangesHappen Slowly
- 13. #SMX #XXA @patrickstox YouHave To Set Expectations
- 14. #SMX #XXA @patrickstox Didwe buy a cell phone company? Why Don’t We Rank For “Mobile”?
- 15. #SMX #XXA @patrickstox That= optimize those 500k pages You Can Do That By Tomorrow Right?
- 16. #SMX #XXA @patrickstox EnterprisePractices
- 17. #SMX #XXA @patrickstox “Cutename that no one will ever search for” We Should Call This Product:
- 18. #SMX #XXA @patrickstox WroteConfusing Marketing Jargon
- 19. #SMX #XXA @patrickstox It’sNot Official If It’s Not A PowerPoint
- 20. #SMX #XXA @patrickstox AndIt Better Have A Visual
- 21. #SMX #XXA @patrickstox BringIt Up And It’s Your Problem To Fix
- 22. #SMX #XXA @patrickstox WhoseJob Is It To Do That? Who Has Access To That? Is Anyone Doing That?
- 23. #SMX #XXA @patrickstox OurStandards Say What? Who Updated Those?
- 24. #SMX #XXA @patrickstox <metaname="keywords" I Really Have To Write Meta Keywords
- 25. #SMX #XXA @patrickstox DoingThings In The Wrong Order
- 26. #SMX #XXA @patrickstox MeetingsFor An Internal Link?
- 27. #SMX #XXA @patrickstox Haveto fight for internal links, and good luck getting one group to canonical or redirect a page to another. Internal Competition For Keywords
- 28.
- 29. #SMX #XXA @patrickstox MeetingsIn General
- 30. #SMX #XXA @patrickstox FocusOn One Thing At A Time
- 31. #SMX #XXA @patrickstox AndMoving Forward
- 32. #SMX #XXA @patrickstox WithoutFixing Things Left Behind
- 33.
- 34. #SMX #XXA @patrickstox TheyCan Do A Lot Of Harm
- 35. #SMX #XXA @patrickstox Everyone’sAn Expert
- 36.
- 37. #SMX #XXA @patrickstox NoReal Insights
- 38. #SMX #XXA @patrickstox BigPromises
- 39. #SMX #XXA @patrickstox IBMDoesn’t Rank For “blah” But XXX, an IBM Company ranks for “blah” They Don’t See The Whole Picture
- 40. #SMX #XXA @patrickstox Likekeywords in the URL are the most important ranking factor. Bad Information
- 41. #SMX #XXA @patrickstox InstallingGoogle Analytics will increase rankings. Weird Things
- 42. #SMX #XXA @patrickstox YouWant To Make That Full Size Hero Image 2x The Size?
- 43. #SMX #XXA @patrickstox What’sNext, 10x Hero Images? Hey, it worked for content.
- 44. #SMX #XXA @patrickstox Likeorange is the best color for a CTA, and suddenly every CTA needs to be orange. They Say One Thing To The Right Person
- 45. #SMX #XXA @patrickstox SomeAre Good
- 46. #SMX #XXA @patrickstox TheProblems With An Enterprise Website
- 47. #SMX #XXA @patrickstox Orit’s wrong Remember, Everything Has To Work Together
- 48. #SMX #XXA @patrickstox VariousNumbered Subdomains (Different Servers)
- 49. #SMX #XXA @patrickstox Whichis okay, if the redirects, internal linking, and canonicals are all set properly and the page doesn’t move. Our Last Hop To Numbered Subdomains Uses A 302 302
- 50.
- 51. #SMX #XXA @patrickstox Migrate,Reverse Proxy, ??? Bringing A Domain In
- 52. #SMX #XXA @patrickstox Eachhave their own problems. Multiple CMS Systems & Hard Coded Pages
- 53. #SMX #XXA @patrickstox 200Status Codes Instead Of A 404
- 54. #SMX #XXA @patrickstox MaskingUnfriendly URLs So They Fit In The Architecture
- 55. #SMX #XXA @patrickstox AnyoneEver Tried Deploying HREFLANG Alternate Tags Across Multiple CMS Systems?
- 56. #SMX #XXA @patrickstox HTTP,HTTPS, m., trailing slash, without a trailing slash, index pages, URL parameters. I’ve seen 24 versions of the same page. So Many Versions Of A URL
- 57. #SMX #XXA @patrickstox NoCanonicals Canonicaled to homepage Copied a page without changing Trailing slash issues Index page issues Typed the canonical wrong HTTP/HTTPS issues Canonical Issues
- 58. #SMX #XXA @patrickstox Andm. paths One CMS Made All Links Relative, Including Canonicals
- 59. #SMX #XXA @patrickstox I’veseen as many as 14 hops. Wow The Redirect Chains
- 60. #SMX #XXA @patrickstox MadeThe Menu With JavaScript
- 61. #SMX #XXA @patrickstox DevelopersLove Angular
- 62. #SMX #XXA @patrickstox SoMany URL Parameters
- 63. #SMX #XXA @patrickstox http://ohgm.co.uk/host-a-website-inside-robots-txt/ AndWe Didn’t Put A Website In Our Robots.txt
- 64. #SMX #XXA @patrickstox Thisprevented hundreds of thousands of pages from being indexed. Single URL Parameter Setting In Google Search Console Was Set To Pagination
- 65. #SMX #XXA @patrickstox HTTP,HTTPS, WWW, WWW-##, subdomain., m., each folder, etc. How Many Profiles In Search Console?
- 66. #SMX #XXA @patrickstox HowMany 404’s In Google Search Console?
- 67. #SMX #XXA @patrickstox OneOf Our Internal Tools Only Added Data From One…
- 68. #SMX #XXA @patrickstox WeCould At Least Throw Some 418s Google.com/teapot
- 69. #SMX #XXA @patrickstox RedirectedWrong In Every Possible Way
- 70. #SMX #XXA @patrickstox RedirectedTo One Version, Canonicaled To A Second, And Internally Linked To A Third
- 71. #SMX #XXA @patrickstox RedirectedAn Entire Domain To A Single Page
- 72. #SMX #XXA @patrickstox RedirectedAll To Homepage
- 73. #SMX #XXA @patrickstox WhoRemembers Blekko? Failed To Redirect
- 74. #SMX #XXA @patrickstox “IPut In Redirects For Those 35 Pages” Well, you got 14 right. People Don’t Always Check Their Work
- 75. #SMX #XXA @patrickstox FailedTo Bring Over Content
- 76. #SMX #XXA @patrickstox StrippedGood Content Down To One Paragraph
- 77. #SMX #XXA @patrickstox JustRemember…
- 78. #SMX #XXA @patrickstox BecauseEverything Is Done On A Huge Scale
- 79. #SMX #XXA @patrickstox SpellEverything Out
- 80.
- 81.
- 82. #SMX #XXA @patrickstox LEARNMORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX