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Slide 1: Benjamin Gessmann SEO for Big Companies 1
Slide 2: Why SEO? Why do Large Companies have to do SEO? • generate more traffic • to increase market range • to make more profit • increases reputation of brand and company 2
Slide 3: How Big Companies Work? Portals • • • • very fast changing content content bought many and fast changes the content cannot be changed Non Portals • • • • stable content and domain self generated content few changes while creating content changes are possible 3
Slide 4: How Big Companies Work CMS & Co • • • • • popular solution multilanguage support multiple domain support template based structure for creating new content Pro • • • easy to make global changes easy to handle many pages implement automatism • • keyword marking cross linking Contra • the pages are delivered from one IP of one country 4
Slide 5: How Big Companies Work Internal Structure Portals • in house web development • • • in house CMS • • Non Portals • agencies for web development • bought CMS in house SEO product manager for buying content • • • external content content is not unique content usually expires external SEO agency product manager • • own content unique content 5
Slide 6: How Big Companies Work SEO-workflow Head ofof Europe Engineering Head Europe Production Head Head of GermanProduction of Spanish Engineering Product Manager Engineers Assistant Product 1 Assistant Head of French Production Head of French Engineering Product Manager Engineers Product 1 Head of German Production Head of Spanish Engineering Product Manager Assistant Engineers 1 Product Product Manager Product 2 Product Head of SEO Manager Product 2 Product Manager Product 2 DE SEO FR SEO ES SEO Assistant WebDev Assistant WebDev Assistant WebDev 6
Slide 7: Internal Training The only way to get appreciation as SEO in a company is to train everyone on every level of this workflow. Training: • • • • Engineer Product Manager Chief Executive … Messages in the Training: • • • SEO users are free of charge always mind on SEO while working good SEO promotes your company 7
Slide 8: How Big Companies Work Who Creates the Content in Portals? Product Manager • specials like “SES in Madrid” or other events Content Agencies • the major content of the portals is transferred as XML or in another format • • • the content is not unique the content (especially news) expires the content is not SEO optimized 8
Slide 9: What Are Typical Problems? A Huge Amount of Pages in Portals Example Yahoo:contents • fast changing • • • automatic inputpages 1 million static of data only a few hard coded pages that do not change • most of the pages were created and never changed – there are two ways to optimize • the the algorithm of millions of pages build in tree structure • pages are based on templates that • concentrate on the few the templates are very complicated • the dependencies of hard coded • if you change one old template you can destroy a lot of pages without knowing it • undefined dynamic pages: • millions of dynamic pages are build by the system, when new feeds are coming from partners 9
Slide 10: SEO for Big Sites Optimizing of Portals and Automatic Services Important for Optimizing: 2. keyword in domain 3. keyword in URL 4. keyword in metatags 5. keyword in linktext 6. keyword marked in content automatic extraction of keywords 10
Slide 11: SEO for Big Sites 2. Keyword in URL: mod_ReWrite In this URL are no keywords: URL: http://es.dir.groups.yahoo.com/dir/1/2/1600395846/1600398921/1600398931 Group: Arriba > Educación y formación > Compañeros de clase In this URL are keywords: URL: http://de.dir.groups.yahoo.com/dir/World/Germany/Schule___Bildung/Hochschulen Group: Hauptkategorien > Schule & Bildung > Hochschulen • • It is very easy to simulate static documents with the apache module mod_rewrite. The links on the page have to be changed. 11
Slide 12: SEO for Big Sites 3. Keyword in Metatags 2. templates for titlestitle and the keywords 1. extract the keyword out of 3. now we have the page content … the description works the same way Bad Boss Blues bad boss - is the topic in our Yahoo News {keyword} boss is the topic in our Yahoo News Title: bad important news in our Yahoo news {keyword} isbad boss, in our Yahoo News Tips for Surviving Challenging Supervisors supervisors, manager Keywords: the topic career success, workers, {keyword} is very interested in our Yahoo News Robert Half International career Building good rapport with your boss is essential to your career success success. After all, he or she decides which projects you take on workers and how quickly you advance. But not all workers see eye-to-eye supervisors with their supervisors. Here are some common types of managers managers and tips for working with each of them. Keywords 12
Slide 13: SEO for Big Sites 4. Keyword in Linktext • Old Content URL: http://hotjobs.yahoo.com/jobseeker/tools/ept/careerArticlesPost.html?post=56 Title: Bad Boss is the Topic in Our Yahoo News Keywords: bad boss, career success, workers, supervisors, manager the new page links now from the word “supervisors” to the old one one match found • New Content URL: http://hotjobs.yahoo.com/jobseeker/tools/ept/careerArticlesPost.html?post=67 Title: Employer is the Topic in Our Yahoo News Keywords: employer, job offer, supervisors 13
Slide 14: SEO for Big Sites 5. Keyword Marked in Content URL: http://hotjobs.yahoo.com/jobseeker/tools/ept/careerArticlesPost.html?post=56 Title: Bad Boss is the Topic in Our Yahoo News Keywords: bad boss, career success, workers, supervisors, manager Bad Boss Blues Tips for Surviving Challenging Supervisors Robert Half International career Building good rapport with your boss is essential to your career success. After all, he or she decides which projects you take on success. After all, he or she decides which projects you take on workers see eye-to-eye and how quickly you advance. But not all workers see eye-to-eye supervisors. Here are some common types of with their supervisors. Here are some common types of managers managers working with each of them. and tips for and tips for working with each of them. only in <p> tags 14
Slide 15: What are Typical Problems? The Index of Google with “páginas de España“ 15
Slide 16: What are Typical Problems? The Index of Google with “páginas de España“ GB ab.yahoo.com de.yahoo.com In which country is the domain? ? GB IP: 217.12.3.11 sq.yahoo.com es.yahoo.com IP: 217.12.3.11 16
Slide 17: What are Typical Problems? 404-Problems and Their Opportunities (Yahoo) • • • this happens when users have old favorites the search engin’s updates are to slow the search engines do not know about the status of the page, … the old pages are not redirected … the dropped pages bring no 404 We take as example the http://es.yahoo.com we open http://es.yahoo.com/test.html -> Redirect 302 (Moved Temporarily) to http://es.docs.yahoo.com/notfound.html the page http://es.docs.yahoo.com/notfound.html (Code 200 OK) opens give users alternative links to pages with the same topic (and a better looking page would be nice) 17
Slide 18: Contact Episkepsis Net Promotion Benjamin Gessmann Phone: +49 (89) 90 54 82 67 E-Mail: bge@episkepsis.de Internet: http://www.episkepsis.de 18