![[Live] SMX Sydney ’13 – Programmatic Optimisation](https://www.jasonmun.com/wp-content/uploads/2013/04/billhunt-smx-sydney-13-150x150.jpg)
Speaker Profile:
Name: Bill Hunt
Company: http://back-azimuth.com/
Twitter: @billhunt
Google+: https://plus.google.com/102882782290769103406/posts
Notes:
- Programmatic Optimisation is all about – Leverage templates, business rules and data structures to achieve optimisation scale and performance
- Always start with setting up Business Goals
- IBM catalog used to be block by spiders – WOW!
- Bill is showing examples of how be applied his programmatic optimisation when he was at IBM where he was the only search guy looking after a Global company
- simplified and reduced template resulting in savings of 3k annual man hours
- IBM created a uniform XML sitemap tech that resulted in 98% of pages indexed and 150% redirection of error
- Intro paragraph improved snippet relevance and clicks by 3000%
- IBM saw 82% of tier 1 phrases in all markets ranking on page 1
- 8000% increase in traffic in first 30 days
- Exponential increase in sales immediately after indexing
- Inclusion, relevance, authority, clickability – SEO pillars
- Realign priorities to Scale, create a framework to help with programmatic optimisation
- Maximise templates at the design level – make sure designers understand template opportunities and risks. Find the person responsible.
- develop building rules into CMS integration
- Optimising the templates reduces the amount of work necessary in the local markets
- Set rules within the CMS – what is the title structure, meta data structure, etc
- Have fail process in template – if SEO is no good and compliant, do not publish
- Mark up wireframes from creative agencies and identify issues early
- Fight to be part of the wireframe process before it goes in to coding before it is too late
- Bill believes that you should build the database first then the website not the other round
- Create rules/ and formulas for meta-data structures
- Make sure you understand your CMS in order to scale
- How to insert content from a db
- template creation and restrictions
- page management
- error management
- redirect management
- Create a workflow structure on the web development process and start identifying where SEO should be involve and where QA needs to be
- Bill uses SEO for Firefox to evaluate keyword frequency audit on a page
- Segment your XML sitemaps by product categories, lines of business and country
- Great for engines and great for management
- Eaier to monitor crawl rates
- Ensure that XML sitemaps have less than 1% error rate
- Verify URLs in sitemaps with Screaming frog to ensure that they return 200
- Make sure the format is CORRECT
- Create a Search Engine Style guide for conformity – incorporate SEO guide in negotiations with developers
- Have a content colloboration matrix – find our what resources are available in-house
- Leverage scorecards for governance
- Monitor Duplicate title tage in GWT – listen to what google tells you in GWT
- Tools – Bing and Google Webmaster Tools, SCreaming Frog, ISS SEO tools, SEO tools for excel
Disclaimer:
Please excuse the typos, broken links, incomplete sentences, etc.