one person, one billion pages
TRANSCRIPT
#C3NY
ONE PERSON ONE BILLION PAGES
Stefan Pioso
Director Search Marketing, Ancestry.com
#C3NY
STEFAN PIOSO
2
Ancestry.com
Linkedin.com/in/spioso
Facebook.com/Ancestry.com
Leading Online Family History Resource
@ancestrydotcom
#C3NY
AGENDA
• Who is Ancestry.com
• How one approaches one billion
• Building the team [spoiler alert]
3
#C3NY
WHO WE ARE
#C3NY
WHO DO WE THINK WE ARE…
5
• Largest online family history resource • 11+ billion records
• 50 million family trees
• 5 billion profiles
• 1+ billion indexed pages
• Products • Records & tools subscriptions
• Desktop & mobile Apps
• DNA
• 1x Public | 2x Private • Sold to Permira $1.6b in 2012
#C3NY
WHO WE ARE NOT…
6
#C3NY
CAN ONE MANAGE ONE BILLION?
• Sure… • Caveat 1
• Caveat 2
• Caveat 3….
• Wait, it depends…
• The answer is not binary…
7
#C3NY
HOW ONE APPROACHES ONE BILLION
#C3NY
SCOPING PROBLEMS & OPPORTUNITIES
9
Tools Assessment
- Tracking systems
- SEO configuration
- CMS / publishing
Site Audit
- Inventory content
- Tech assessment
- Link profile audit
Find Stakeholders
- SEO proponents
- Content creators
- Standards owner(s)
#C3NY
SITUATION OVERVIEW
• Assets • Domain authority
• Link profile
• Scale of available content
• Challenges • 100+ subdomains
• 5k owned domains
• Duplicate content
• Few tools to influence site
• Disparate platforms, high dependencies
10
#C3NY
MY REVOLUTIONARY THREE STEP APPROACH
11
Maintain Improve Grow
#C3NY
ANCESTRY’S APPROACH
12
Maintain
You can’t grow if the baseline is shrinking!
• Benchmark
• Set SEO standards
• Configure & monitor early warning
systems
• Ensure you have the tools to react
#C3NY
ANCESTRY’S APPROACH
13
Improve
Make proven entry points work harder &
cultivate new ones.
• Test what you can change & build what
you can test
• Leverage common conversion paths
where possible.
• Focus on template-level SEO
enhancements.
#C3NY
ANCESTRY’S APPROACH
14
Grow
Exploit available content & build
where necessary.
• Growth opportunities • Collections porting
• Data aggregation
#C3NY
BUILDING THE TEAM
#C3NY
ANYONE KNOW WHAT THIS IS?
16
#C3NY
CAN ONE MANAGE ONE BILLION?
Yes, but you’ll need help!
• Build credibility • How: Training & data feedback
• Demonstrate opportunity • How: Do it, then talk about it
• Define clear, measurable plan • How: Create your top 100
• Use skillset to expand into adjacent
channels
17
#C3NY
…IN CLOSING
#C3NY
WHAT EXCITES US ABOUT THE FUTURE…
• Building more content at scale
• Asset consolidation
• Exploring what big data and cross
channel search optimization can
deliver
19
#C3NY
SHAMELESS PLUG…
Very competitive salary & relocation to San Francisco available for
the right candidate.
• SEO Product Manager • Description: http://goo.gl/MhzirT
• SEO Manager • Not yet listed…contact me directly in interested
20
Contact me: [email protected]
#C3NY
QUESTIONS?
21