Big business SEO - Tom Critchlow at SearchLove London 2011

Posted by Paul Rogers on 26 October 2011

Next to take the stage was Distilled's very own Tom Critchlow, who is currently heading up their New York office. Tom has previously worked within Distilled's London team and in-house with SEOmoz in Seattle. 

Tom's presentation was focused on the comparative differences of doing SEO for large businesses and SME's, providing details of how big brands can often be restricted by their processes.

Key takeaways from this presentation:

  • When pitching to big brands, make sure you're pitching things that are visionary and exciting
  • Justify the budget required with pilot projects
  • Make sure you're constantly trying to find out what is working within your industry
  • Big companies are not agile enough to fix little things like title tags
  • Zappos have over 50,000 product videos – this is a massive competitive advantage for them – this will get them links
  • Instead of just content – have content and video on your product pages
  • Make improvements to your existing page types or create new page types
  • In order to rank #1 your page type needs to be good - full of content, information, related stuff etc
  • Invest in data – you can get excellent enterprise-level data from BrightEdge, SearchMetrics, Conductor and Covario
  • When something like the panda update happens (or something which has results in a reduction in traffic) you need to have lots of data
  • Use tools like Majestic SEO, SEM Rush and SpyFu for competitive intelligence
  • Look for content gaps in the organisation chart
  • Having someone in charge of content = turbo-charged SEO
  • Make sure everyone in your company knows what SEO is
  • “Getting shit done” is far more difficult in big companies
  • There is no point making changes in big companies, you need to change processes
  • Processes hold the key to getting things done
  • Project management is fundamental in big business SEO
  • You can pretend to be a good project manager – use the right language
  • Use phrases like “gap analysis”
  • Starting using SWOT analysis + gantt charts – they're seen as more professional within pitches and big business SEO
  • LinkedIn = Secret magic for SEO – example: use a director's connections to get great links
  • Report on industry movement – demand fluctuations + new things
  • Report on the industry as a whole – not just your performance
If you didn't attend this event, I would strongly recommend booking tickets for SearchLove New York while they're still available!

You can also follow Paul on Twitter or Google Plus.


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