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12.06.07
PubCon - Enterprise SEO
 By
Lee Odden
The Enterprise Level SEO and SEM Issues panel included a great roundup of search marketing expertise with Andrew Gerhart, Scott Polk, Tanya Vaughan and moderation duties handled by none other than Bruce Clay.
First up was Andrew Gerhart, VP of Search for Source Interlink Enthusiast Media who asked, “Are SEO Technicques different for enterprise SEO?”, and then went on to list similarities and differences along with common problems and solutions.
Same:
- SEO basics
- Content focus
- Link popularity
Different:
- Impact of basics
- Internal link structure
When building and optimizing a big site, it’s important to define and optimize the site structure. Think about all the ways a user wants it broken down. Design the structure to be more horizontal and avoid silos in preference of themed pyramid structures.
Define and optimize the link structure with multiple links to every page, cross-link related content, deep link into important content and use a HTML sitmap(s) to make it easier for crawlers to find content.
It’s also important to define and optimize the URL structure by eliminating session variables query strings, re-writing URLs when necessary, keeping URLs as as short as possible and thinking long term.
The sheer complexity of large scale optimization brings an inherent number of problems that are consistent with enterprise level search engine optimization projects. Going after the most common issues can be the low hanging fruit for webmasters and SEOs challenged with large scale SEO. To that end, Gerhart listed the following common problems and solutions
- Problem -Content overlap over many pages
- Solution - Target keyword variations and use subdomains
- Problem - Mmillions of pages make crawling difficult and deep, deep pages
- Solution -Improve link structure. As an example, Gerhart shows a diagram of “bad structure” with a home page linking deep down two legs and a picture of “good structure” where the home page links to a larger number of top level categories, not unlike a company organizational chart.
- Problem - Interlinking pages is difficult due to the size and dynamic nature.
- Solution -Setup dynamic keyword linking
- Problem -Short page life
- Solution - Archive content and products
Continue Reading Article
About the Author:
Lee Odden is President and Founder of TopRank Online Marketing, specializing in organic SEO, blog marketing and online public relations. He's been cited as a search marketing expert by publications including U.S. News & World Report and The Economist and has implemented successful search marketing programs with top BtoB companies of all sizes. Odden shares his marketing expertise at Online Marketing Blog offering daily news, interviews and best practices.
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