Optimizing Your Site When It's Huge

How do you optimize your site for the search engines when you have hundreds of thousands of pages of content? That's a big job and can get increasingly difficult as the days pass and more pages are created. It doesn't have to be as difficult as it seems though.

At Pubcon in Las Vegas, Mike McDonald of WebProNews caught up with Bill Hunt, CEO of Global Strategies International, a search engine marketing consultancy firm that specializes in global enterprise companies. They talked about some things that companies can do to simplify their search engine marketing efforts when their sites are huge. Hunt spoke a little about this at the PubCon session called "Discover Techniques Used by Enterprise-Level SEOs/SEMs", but talked a little more about it with Mike.

So What Do the Big Boys Use?

Companies with millions of pages often leverage all the different properties of partners they have and use them to get links. One way Bill talked about doing this is getting partners to link to specific pages instead of your homepage. He gives an example of a company like IBM sponsoring events. These event pages would have IBM logos linking to IBM.com, but what IBM could do is talk to the people running the event page and ask them to link to a more topical page instead of their homepage. If it was for a supply chain management event, they could link to a supply chain management page.

Another example would be OEM partners. You can have them link to the appropriate channel of your site instead of the homepage. The more partners you have, the bigger impact this kind or reaching out will make on your search engine marketing efforts. Bill says to just go out and see who's linking to your homepage and simply ask them to change the link. And if they're your partner, they're more likely to comply.

Affiliate Issues

A large company is bound to have some affiliates, and you probably don't want to step on any toes in cases like these. Bill suggests looking at the combination of paid and organic data that's out there and turning off paid words if they've got a good organic ranking. Bill says to ask yourself "Is there cannibalization?"

When working with companies that have a lot of channel partners and brands themselves you have to understand what the cost is of having that affiliate partner, he notes.

A lot of big companies (like Intel) are starting to use "co-op dollars" or subsidize their channel partners work by saying: Here's a list of words you can use, here's some acceptable copy and if you use those, we'll pay "X" percentage like they do with the Intel Inside program. It subsidizes and you get almost twice the amount of budget.

"Sit down and do the math," says Bill. Does it make sense to compete or does it make sense to subsidize? Or do you not need to do anything at all? Subsidizing your partners is a big win for them and you let them do all the heavy lifting.

Organizing Big Sites for SEO

For Big sites with many pages, Mike asked Bill for some tips to keep them organized and pointed in the right direction. Bill offered the following advice.
Bill Hunt

The first thing is to take your words and tier them (such as three tiers). Bill returns to IBM as an example of having 53 million pages. You can't do SEO on all of those outside of using templates. Tier the words...take 100 words for example, and assign them each a page and monitor how those are doing. Use the page ranking...is it meeting the criteria or is it not? Focus on making sure those primary phrases are there.

Another big issue is whether or not you are actually getting indexed. Bill says to use XML sitemaps and run your own spider to "make sure you're not getting trapped out."

Using templates is big though. Bill says he has clients that have hundreds of thousands of pages, but they can fit neatly into five templates. "Optimize five templates, and anything that's built in that template is search-friendly out of the box." It's not quite perfect, he says, but it's about 80% there, and then you can fine-tune it. I would also add that a good amount of internal linking in large sites is probably a good idea as well.

A huge site with tons of content would appear to be a gargantuan task when it comes to SEO, and without organization, it can be just that. Considering the advice Bill Hunt has offered though, it doesn't have to be as intimidating of a process as it appears on the surface.

Internet Marketing Blogs that Beg to be Bookmarked

Let's face it, Blogs on the topic of Internet marketing are a dime a dozen. Everyone and their dog seems to have one. I'll be the first to admit it takes a lot to impress me. Some blogs are just boring and uneventful. But then there are some that make me want to come back again and again.

So, what are the qualities of a great blog? Well, for me it's one that offers me something of value, whether that be in the form of valuable information, or points me in the direction of free products or services. It's all about me. By the same token, I do appreciate a blogger with a sense of humor or strong personality. If you're stiff and mechanical it's just not for me. Show me who you really are and what makes you tick.

One final point. Don't forget about design. Blogs that are easy on the eyes, uncluttered and simple get my vote every time. If it has a black background and white text, I'm out of there in a big hurry.

So, who has some of the best blogs online today? So glad you asked. Listen closely as I enlighten you and point you in the right direction.

1) Willie Crawford:

An experienced online marketer, Willie is considered one of the world's leading Internet marketing experts. Listen to Willie, he "walks the talk" and can teach you a lot about the world of online marketíng.

He also has a radio show at: http://www.blogtalkradio.com/WillieCrawford

2) Michael Fortin Blog:

Copywriting and marketing tips from a man who is too brilliant for words. Michael is an expert copywriter who has done work for John Reese and many of the other top marketers. Without good copy you can't sell a thing, so learning all you can about persuasive writing is a must for your to do list. Also see: http://www.copywritersboard.com

3) Skip Mcgrath:

If Ebay is your thing then Skip's blog is a must. An expert at selling items on Ebay, and an experienced author of several books, Skip covers all of the ins and outs of earning money with Ebay.

4) Jensense:

Jennifer helps you to make sense of contextual advertising and helps publishers to earn more money. Topics include Google Adsense and other similar contextual ad programs.

5) Marketing Pilgrim:

Originally launched by Internet marketer Andy Beal way back in 2005. This blog covers the latest marketing news, reviews and other items related to online advertising.

6) Yahoo Publisher Network:

Everything you ever wanted to know about Yahoo's Publisher Network but were afraid to ask. All of your questions are answered here.

7) Matt Cutts:

A Google employee since 2000, Matt discusses all things Google on his Blog. He also covers search engine optimization and other interesting gadgets he runs across online. If Google is your thing, all is revealed here.

8) Bruce Clay:

Since 1996 way before it was cool to be on the net Bruce Clay has been teaching those about search engine optimization and online marketíng. He really knows his "stuff" and you can tell that by his concrete informative posts which go into great detail.

9) Clickz:

Clickz always has the latest dish on Internet marketing. Serving news and expert advice since 1997.

10) Jim Edwards:

Jim Edwards blog "I Gotta Tell You" is a multi-media blog. Covering numerous topics related to makíng money onlíne, Jim always has a funny story to tell. He has a strong personality, so if you like that you'll enjoy Jim's blog.

11) Marnie Pehrson:

Marnie is the creator of IdeaMarketers.com and covers all things related to article marketing and other online marketíng strategies. Again, she's been online for years and has much wisdom when it comes to gaining traffic from your short articles.

12) Google Adsense:

If you use Adsense by Google to generate an income you'll want to subscribe to this blog. Tons of tips and tutorials to improve your earnings.

13) Search Engine Diva:

Ginette Degner has been providing search engine optimization and Internet marketing consulting for over 16 years. She's good and also has a great sense of humor.

14) Income.com:

When you talk about Internet marketing you can't forget about John Reese. The only online marketer I know of who made a million dollars in one day when he launched his Traffic Secrets course.

15) Joel Osborne:

Joel has been making a living online for the past several years and has numerous web sites and products. Another expert when it comes to learning how to improve traffic and sell online.

16) Jonathan Leger:

Jonathan Leger has been earning a living online since 2004. His blog discusses search engine optimization, Adsense and online marketíng.

17) Pay Per Click Journal:

This blog is written by the website marketing experts at Brick Marketing. They cover all aspects of pay-per-click search engine marketing.

When it comes to marketing online there are plenty of blogs that can keep you up to date on the latest and greatest trends. This is just a small sample of what's out there. Make sure that no matter whose blog you're reading, that they thoroughly know and understand the topic they're discussing. If not, you're just wasting your time, and if that's the case you might as well be reading your dog's blog. But who knows it just might be more interesting.

About The Author
By Merle - The pay-per-click Authority when it comes to paid search engine advertising. With helpful articles, how-to's and tips that will help you make the most from your advertising investment. Download a Free "How To" ebook by subscribing to our ezine at PayPerClickResearch.com .

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