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@e_mpotter
SearchPilot (formerly DistilledODN)
FAILED
Year entered the SEO industry:
2013 2005 2018
We’re all bad at SEO1.
Getting to page one is the easy part2.
Start working with your product
teams
3.
Takeaways4.
Most “best practice”
SEO tactics fail
@e_mpotter
#WTSFest
Example one:
Meta descriptions
SEO Technical Audit
How often have you recommended this?
How often have you recommended this?
SEO Technical Audit
[Opener] + [Description with primary and
secondary keywords] + [C...
And then made a spreadsheet like this?
91% of meta description
changes had no
detectable impact
Custom
Not custom
Custom
Not custom
Not custom
Not custom
We’re seeing
this more and
more
Why don’t we just
remove them?
Removing meta descriptions on pharmacy store
website
Removing meta descriptions on pharmacy store
website
Result
Swap “best practice”
for user approach
@e_mpotter
#WTSFest
We’re all bad at SEO meta descriptions1.
We’re all bad at SEO1.
Getting to page one is the easy part2.
For high volume queries,
traditional ranking factors
matter less in top 5 results
Users are really
hard to predict
@e_mpotter
#WTSFest
FAQ
SCHEMA!
What if we used
FAQ schema
instead?
What if some SEO at IMDb wanted to do this?
You can only have 1:
Rating/Price or FAQ
@e_mpotter
#WTSFest
What if some SEO at IMDb wanted to do this?
Results
Make sure you test
which schema is most
valuable for your site
@e_mpotter
#WTSFest
But what if IMDb did this and hadn’t tested?
Big brands win by not
making mistakes
Fixing broken breadcrumb schema
https://www.searchpilot.com/people/e-potter
Add schema for
breadcrumbs
Fixing broken breadcrumb schema
https://www.searchpilot.com > About > People
Add schema for
breadcrumbs
Fixing broken breadcrumb schema
Fixing broken breadcrumb schema
Fixing broken breadcrumb schema
Even previously
good changes can
become bad
@e_mpotter
#WTSFest
So what the f*** happened?
CTR
Before After
Before After
Competitors had it
Users are really
hard to predict
@e_mpotter
#WTSFest
Takeaway
Don’t blindly follow “best
practice” approaches
@e_mpotter
#WTSFest
Takeaway
Accept you don’t always
know what the results will
be and test
@e_mpotter
#WTSFest
Takeaway
Consider how the change
you’re implementing
improves your target
metric
@e_mpotter
#WTSFest
How will this change improve CTRs?
Before After
We’re all bad at SEO1.
Getting to page one is the easy part2.
Start working with your product
teams
3.
For top ranking
brands, we don’t
actually know
what a ranking
factor is anymore
Implementing new product page template
$60
Shop our over 600 different styles of women’s shoes to complete your
wardrobe. ...
React is a JavaScript
framework that is
popular with
developers
It can create beautiful user experiences
But it can also go wrong...
For this test, nothing visible on the page changed
Just some parts of the the page now utilised React
Now loads in
React
Just some parts of the the page now utilised React
Now loads in
React
W.T.F!!
!
Two important points
First, the page was server side rendered
Now loads in
React
Meaning Googlebot doesn’t need to render JavaScript
Now loads in
React
This site implemented
JavaScript correctly
Second, the JavaScript made the page load faster
Now loads in
React
Takeaway
JavaScript changes made
with both users and SEO
in mind can be winners
@e_mpotter
#WTSFest
Takeaway
Work with your product
teams, to make sure you
both of you don’t screw up
@e_mpotter
#WTSFest
We’re all bad at SEO1.
Getting to page one is the easy part2.
Start working with your product
teams
3.
Takeaways4.
Don’t blindly follow
“best practice”
approaches, most fail
Test it.
@e_mpotter
#WTSFest
For big brands,
ranking factors need
not apply
Test it.
@e_mpotter
#WTSFest
Test it.
Instead, follow a user-
centric approach to
SEO
@e_mpotter
#WTSFest
Thanks
!
@e_mpotter
[Final] Women in Tech SEO - Emily Potter - 2020
[Final] Women in Tech SEO - Emily Potter - 2020
[Final] Women in Tech SEO - Emily Potter - 2020
[Final] Women in Tech SEO - Emily Potter - 2020
[Final] Women in Tech SEO - Emily Potter - 2020
[Final] Women in Tech SEO - Emily Potter - 2020
[Final] Women in Tech SEO - Emily Potter - 2020
[Final] Women in Tech SEO - Emily Potter - 2020
[Final] Women in Tech SEO - Emily Potter - 2020
[Final] Women in Tech SEO - Emily Potter - 2020
[Final] Women in Tech SEO - Emily Potter - 2020
[Final] Women in Tech SEO - Emily Potter - 2020
[Final] Women in Tech SEO - Emily Potter - 2020
[Final] Women in Tech SEO - Emily Potter - 2020
[Final] Women in Tech SEO - Emily Potter - 2020
[Final] Women in Tech SEO - Emily Potter - 2020
[Final] Women in Tech SEO - Emily Potter - 2020
[Final] Women in Tech SEO - Emily Potter - 2020
[Final] Women in Tech SEO - Emily Potter - 2020
[Final] Women in Tech SEO - Emily Potter - 2020
[Final] Women in Tech SEO - Emily Potter - 2020
[Final] Women in Tech SEO - Emily Potter - 2020
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[Final] Women in Tech SEO - Emily Potter - 2020

Deck for 2020 WTS Festival in London

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[Final] Women in Tech SEO - Emily Potter - 2020

  1. 1. @e_mpotter SearchPilot (formerly DistilledODN)
  2. 2. FAILED
  3. 3. Year entered the SEO industry: 2013 2005 2018
  4. 4. We’re all bad at SEO1. Getting to page one is the easy part2. Start working with your product teams 3. Takeaways4.
  5. 5. Most “best practice” SEO tactics fail @e_mpotter #WTSFest
  6. 6. Example one: Meta descriptions
  7. 7. SEO Technical Audit How often have you recommended this?
  8. 8. How often have you recommended this? SEO Technical Audit [Opener] + [Description with primary and secondary keywords] + [CTA]
  9. 9. And then made a spreadsheet like this?
  10. 10. 91% of meta description changes had no detectable impact
  11. 11. Custom Not custom Custom Not custom Not custom Not custom We’re seeing this more and more
  12. 12. Why don’t we just remove them?
  13. 13. Removing meta descriptions on pharmacy store website
  14. 14. Removing meta descriptions on pharmacy store website
  15. 15. Result
  16. 16. Swap “best practice” for user approach @e_mpotter #WTSFest
  17. 17. We’re all bad at SEO meta descriptions1.
  18. 18. We’re all bad at SEO1. Getting to page one is the easy part2.
  19. 19. For high volume queries, traditional ranking factors matter less in top 5 results
  20. 20. Users are really hard to predict @e_mpotter #WTSFest
  21. 21. FAQ SCHEMA!
  22. 22. What if we used FAQ schema instead?
  23. 23. What if some SEO at IMDb wanted to do this?
  24. 24. You can only have 1: Rating/Price or FAQ @e_mpotter #WTSFest
  25. 25. What if some SEO at IMDb wanted to do this?
  26. 26. Results
  27. 27. Make sure you test which schema is most valuable for your site @e_mpotter #WTSFest
  28. 28. But what if IMDb did this and hadn’t tested?
  29. 29. Big brands win by not making mistakes
  30. 30. Fixing broken breadcrumb schema https://www.searchpilot.com/people/e-potter Add schema for breadcrumbs
  31. 31. Fixing broken breadcrumb schema https://www.searchpilot.com > About > People Add schema for breadcrumbs
  32. 32. Fixing broken breadcrumb schema
  33. 33. Fixing broken breadcrumb schema
  34. 34. Fixing broken breadcrumb schema
  35. 35. Even previously good changes can become bad @e_mpotter #WTSFest
  36. 36. So what the f*** happened?
  37. 37. CTR
  38. 38. Before After
  39. 39. Before After
  40. 40. Competitors had it
  41. 41. Users are really hard to predict @e_mpotter #WTSFest
  42. 42. Takeaway Don’t blindly follow “best practice” approaches @e_mpotter #WTSFest
  43. 43. Takeaway Accept you don’t always know what the results will be and test @e_mpotter #WTSFest
  44. 44. Takeaway Consider how the change you’re implementing improves your target metric @e_mpotter #WTSFest
  45. 45. How will this change improve CTRs? Before After
  46. 46. We’re all bad at SEO1. Getting to page one is the easy part2. Start working with your product teams 3.
  47. 47. For top ranking brands, we don’t actually know what a ranking factor is anymore
  48. 48. Implementing new product page template $60 Shop our over 600 different styles of women’s shoes to complete your wardrobe. We have heels, boots, trainers, and any other type of shoe you could imagine. All our shoes come with free shipping and handling. Dresses Jackets Shoes Activewear Accessories Women's Shoes 654 results New In! Red heels $55 Teal heels Black heels $65
  49. 49. React is a JavaScript framework that is popular with developers
  50. 50. It can create beautiful user experiences
  51. 51. But it can also go wrong...
  52. 52. For this test, nothing visible on the page changed
  53. 53. Just some parts of the the page now utilised React Now loads in React
  54. 54. Just some parts of the the page now utilised React Now loads in React
  55. 55. W.T.F!! !
  56. 56. Two important points
  57. 57. First, the page was server side rendered Now loads in React
  58. 58. Meaning Googlebot doesn’t need to render JavaScript Now loads in React
  59. 59. This site implemented JavaScript correctly
  60. 60. Second, the JavaScript made the page load faster Now loads in React
  61. 61. Takeaway JavaScript changes made with both users and SEO in mind can be winners @e_mpotter #WTSFest
  62. 62. Takeaway Work with your product teams, to make sure you both of you don’t screw up @e_mpotter #WTSFest
  63. 63. We’re all bad at SEO1. Getting to page one is the easy part2. Start working with your product teams 3. Takeaways4.
  64. 64. Don’t blindly follow “best practice” approaches, most fail Test it. @e_mpotter #WTSFest
  65. 65. For big brands, ranking factors need not apply Test it. @e_mpotter #WTSFest
  66. 66. Test it. Instead, follow a user- centric approach to SEO @e_mpotter #WTSFest
  67. 67. Thanks ! @e_mpotter

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