1. @5le
In-House SEO
Maximizing Your Impact
with SEO Wins
Presented by:
Eli Schwartz
Online Marketing Manager
SurveyMonkey

2. @5le
Show benefits of SEO work

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Spend your SEO capital wisely
• Always have data
• Non-search marketers don’t know who
Matt Cutts is and don’t care what he thinks
• Use your own or competitor stats
• Wins add to your ‘budget’, losses deplete it

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SEO Survey
• Random selection from
general US population
• Random assignment into 1
of 2 surveys with 16
questions
• Survey sent to 3,000
people
• Survey was open for 5 days
• 615 people participated
• Comparison of means over
a variety of indicators

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What happens when a search user does not find what they
expected on the page?
60% of users
bounce

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Do users prefer Google or Bing
Google results
labeled as Bing
Bing results labeled
as Google
Bing results
Google results
Conclusion:
Users are
biased
towards
Google as a
result of the
brand

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Impact

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Visualize link explanations

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Make tech requests like a native

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Improve your skills
• W3schools.com
HTML
• Kahn Academy
Basic programming
• CodeAcademy
Javascript, Ruby, Python
• Community college
• Opencourseware from MIT
• Create a wordpress blog; edit the theme files

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Negotiate

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Always have a plan B
• Align developer goals with yours
• Push hard for the primary ask
• Keep your compromise options in your
back pocket
• Be prepared to suggest a gradual roll out

13. @5le
Check Robots.txt
Could this be
important?
www.irs.gov/robots.txt

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Download landing pages from GA
Change to 25
URL will now show:
Change to 2500

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Crawl domain with Screaming Frog
http://bit.ly/scfrog
Optimum
settings

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Redirect issues
http://bit.ly/ayima

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Use Tamper for Redirects issues

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How do engines understand redirects
Google
• Full value through 301
redirect
• Can follow chained
redirects up to 4-5 hops
• Will consider a 302 to be a
301 if they believe you
meant to do a 301
Bing
• Full value through a 301
• Really does not like
chained redirects
• 302 will be considered a
301 after 5 ‘pings’

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Find incorrect canonicals in Excel
Excel Formula: IF(A1=B1,TRUE,FALSE)
Export Screaming Frog crawl into Excel

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Keyword opportunities

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Internal Links
Use these tools to find pages without optimized anchor text

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Demonstrate ranking complexities
Design
Recipe
Book
Brand

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Measure growth
Regex:
^ matches the beginning of a word
| is “or”
$matches the end of word

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Credit where credit is due

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Failure makes you human

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Summary
• Demonstrate benefits of SEO
• Know your facts and data
• Negotiate for wins
• Find low hanging SEO fruit
Robots
404’s
Redirects
Canonicals
Rankings on the cusp
• Tell the SEO story
• Leverage your successes

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Thank you!
Eli Schwartz, SurveyMonkey
eli@surveymonkey.com
@5le @surveymonkey