You might have a standard set of processes and fixes when dealing with normal-sized sites, but how does that change when you start working with large enterprise sites? How do you adapt SEO processes to work effectively for clients with these needs? In this session, Sam will provide efficient and effective strategies on how to tackle complex SEO challenges for enterprise level sites.

1. Overcoming
Technical SEO Challenges
For Enterprise Sites
Sam Marsden, SEO & Content Manager, DeepCrawl
Learn Inbound - 16th August 2019
@sam_marsden LearnInbound

2. Three things I’ve learned in Dublin
Proper
Guinness
Proper
hangovers
Proper
Wurly burgers :S

3. @sam_marsden LearnInbound
Enterprise SEO is massively complex!
It’s a stress test for our SEO methodologies.

4. @sam_marsden LearnInbound
How do we define Enterprise SEO?

5. @sam_marsden LearnInbound
Enterprise company ≠ enterprise site
5,900 pages
£3.9 billion
2,820 pages
£4.4 billion
2,450 pages
£11.8 billion

6. @sam_marsden LearnInbound
Size & scale
Auditing & prioritisation
Reporting & monitoring
Velocity of completion
Recurring enterprise challenges:
4

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1. Scale - Issue
amplification

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It isn’t time-efficient to extract
insights for the entire site.
Analysing every page
is resource intensive and costly.
Challenges with size and scale

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Only need enough data to validate issues
Building a
bigger picture
from smaller
parts.

10. @sam_marsden LearnInbound
Techniques for tactical crawling

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Tactical crawling roadmap
Baseline analysis
Unrestricted initial analysis with limited no. URLs.
Design segments
Sampling and slicing. Maximum insights with minimum
resources.
Benchmark analysis
Focused and frequent ongoing analysis for monitoring.

12. Example: Large marketplace client
2m URL initial crawl
15 targeted test crawls
Ongoing benchmark crawls

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Learn more about tactical crawling
Podcast: bit.ly/rachel-enterprise

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2. Auditing &
prioritisation

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Finding issues that really need to be fixed.
Creating a hierarchy of prioritisation.
Challenges with issue detection

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Technical audits for enterprise sites
Extremely thorough
technical audit.
12 core sections -
recommendations
and prioritisation.
Executive overview.

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How do we prioritise issues?
Effort x Impact = Severity score & priority level
(1-5) (1-5) (1-25) (low-
high)

18. @sam_marsden LearnInbound
Common issues on enterprise sites
4
Proportion of
primary pages.
Crawl depth
with >20 levels
Rendered crawl
finds iframe is
breaking head
Excessive
international page
versions

19. Example: Technology company
Ridiculous no. country language
combinations in URL path.

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Internationalisation gone wrong...
Pages for Kazakh speakers in Switzerland
E.g. /kk-KZ/zurich/

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3. Reporting &
monitoring

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Keeping on top of issues as they arise on
large scale sites.
Maintaining a top level perspective of a
large portfolio of domains.
Challenges with reporting and monitoring

23. Example: Large media publisher
Large scale migration of 300k
subdomains over 6 months.

25. GSC Monthly comparison dashboard
@sam_marsden LearnInbound
Organic dashboards which display
top level trends and surface granular issues quickly.
bit.ly/gds-gsc

26. Enterprise level dashboarding using Data Studio
@sam_marsden LearnInbound
@nickwilsdon
bit.ly/
enterprise-seo

27. Unmissable keyword cannibalisation dashboard
@sam_marsden LearnInbound
@HannahRampton
https://strategiq.co/how-to-identify-keyword-cannibalisation/

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4. Velocity of
completion

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Getting SEO fixes, campaigns and initiatives
actioned.
Getting a broad range of stakeholders and
gatekeepers bought in to SEO.
Challenges with reporting and monitoring

30. Soft skills are key!

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Winning in enterprise organisations
4
Build strong internal
and external
networks.
Prove ROI to
score budget
Be a hub of
influence between
different depts.
Lead with revenue
KPIs, not SEO KPIs
bit.ly/eli-enterprise
Eli Schwartz
@5le

32. Wrapping it
all up...

33. @sam_marsden LearnInbound
Size & Scale
Auditing & prioritisation
Reporting & monitoring
Velocity of completion
Enterprise challenges & solutions
4
Tactical analysis
Hierarchy of
recommendations
Top level dashboards
Soft skills and influence

35. THANK YOU
ANY QUESTIONS?
Sam Marsden
SEO & Content Manager
@sam_marsden LearnInbound