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Benjamin GessmannSEO for Big Companies
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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

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How Big Companies Work?
Portals
Non Portals

• very fast changing content
• content bought
• many and fast changes
• the content cannot be changed

• stable content and domain
• self generated content
• few changes
• while creating content changes are possible

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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

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How Big Companies Work
Internal Structure

• Portals
• in house web development
• in house CMS
• in house SEO
• product manager for buying content
• external content
• content is not unique
• content usually expires

• Non Portals
• agencies for web development
• bought CMS
• external SEO agency
• product manager
• own content
• unique content

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How Big Companies Work
SEO-workflow
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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

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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

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What Are Typical Problems?
A Huge Amount of Pages in Portals

• Example Yahoo
• 1 million static pages
• most of the pages were created and never changed
• the pages are based on templates that build in
  tree structure
• the dependencies of the templates are very
  complicated
• 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

• fast changing contents
• automatic input of data
• only a few hard coded pages that do not change
• there are two ways to optimize
• the algorithm of millions of pages
• concentrate on the few hard coded

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SEO for Big Sites
Optimizing of Portals and Automatic Services

• Important for Optimizing
• keyword in domain
• keyword in URL
• keyword in metatags
• keyword in linktext
• keyword marked in content

automatic extraction of keywords
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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.group
s.yahoo.com/dir/World/Germany/Schule___Bildung/Hoc
hschulen 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.

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SEO for Big Sites
Keywords
3. Keyword in Metatags
1. extract the keyword out of the page content
2. templates for titles
3. now we have the title and the keywords the
description works the same way Title bad boss
is the topic in our Yahoo News Keywords bad
boss, career success, workers, supervisors,
manager
Bad Boss BluesTips for Surviving Challenging
Supervisors Robert Half International Building
good rapport with your boss is essential to your
career success. After all, he or she decides
which projects you take on and how quickly you
advance. But not all workers see eye-to-eye with
their supervisors. Here are some common types of
managers and tips for working with each of them.
bad boss
keyword - important news in our Yahoo news
is the topic in our Yahoo News
keyword is the topic in our Yahoo News
keyword is very interested in our Yahoo News
career
success
workers
supervisors
managers
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SEO for Big Sites
4. Keyword in Linktext

• Old Content
• URL http//hotjobs.yahoo.com/jobseeker/tools/ept/
  careerArticlesPost.html?post56
• 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?post67
• Title Employer is the Topic in Our Yahoo News
• Keywords employer, job offer, supervisors

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SEO for Big Sites
5. Keyword Marked in Content
URL http//hotjobs.yahoo.com/jobseeker/tools/ept/
careerArticlesPost.html?post56 Title Bad Boss
is the Topic in Our Yahoo News Keywords bad
boss, career success, workers, supervisors,
manager
Bad Boss BluesTips for Surviving Challenging
Supervisors Robert Half International Building
good rapport with your boss is essential to your
career success. After all, he or she decides
which projects you take on and how quickly you
advance. But not all workers see eye-to-eye with
their supervisors. Here are some common types of
managers and tips for working with each of them.
Bad Boss BluesTips for Surviving Challenging
Supervisors Robert Half International Building
good rapport with your boss is essential to your
career success. After all, he or she decides
which projects you take on and how quickly you
advance. But not all workers see eye-to-eye with
their supervisors. Here are some common types of
managers and tips for working with each of them.
only in tags
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What are Typical Problems?
The Index of Google with páginas de España
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What are Typical Problems?
The Index of Google with páginas de España
de.yahoo.com IP 217.12.3.11 es.yahoo.com IP
217.12.3.11
ab.yahoo.com IP 217.12.3.11 sq.yahoo.com IP
217.12.3.11
GB
In which country is the domain?
?
GB
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What are Typical Problems?
404-Problems and Their Opportunities (Yahoo)

• this happens when users have old favorites
• the search engins 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.co
m/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)
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Contact

• Episkepsis
• Net Promotion
• Benjamin Gessmann
• Phone [phone]
• E-Mail bge_at_episkepsis.de
• Internet http//www.episkepsis.de