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Jeff Preston - Advanced Search Summit Napa 2021
1.
© 2020 Move,
Inc. All rights reserved. Do not copy or distribute. SEO Governance © 2021 Move, Inc. All rights reserved. Do not copy or distribute.
2.
© 2021 Move,
Inc. All rights reserved. Do not copy or distribute. 2 Realtor.com SEO ● Real estate listing aggregator site for the US housing market ● Launched in 1995 ● 200M+ pages ● Complicated publishing platform ● Strong SEO competitors
3.
© 2021 Move,
Inc. All rights reserved. Do not copy or distribute. 3 SEO Governance Program Governance programs help to: ● Catch changes in market share and flag algorithm updates ● Monitor our sites for major technical problems before they show up in Google Search Console ● Decide when to be worried ● Build a response plan in advance ● Keep the organization SEO savvy
4.
© 2021 Move,
Inc. All rights reserved. Do not copy or distribute. 4 Traditional SEO Vestibulum congue Technical coding
5.
© 2021 Move,
Inc. All rights reserved. Do not copy or distribute. 5 SEO Now User Experience Links Words on the page Technical coding
6.
© 2021 Move,
Inc. All rights reserved. Do not copy or distribute. 6 SEO Governance Program Out of scope for this presentation: ● Monitor ranking performance at the keyword URL pair level (See William Sears presentation) ● Link monitoring (different presentation) ● Content quality (different presentation)
7.
Share of Voice
8.
© 2021 Move,
Inc. All rights reserved. Do not copy or distribute. 8 Share of Voice Share of voice shows how we are doing in a large set of keywords versus a set of competitors
9.
© 2021 Move,
Inc. All rights reserved. Do not copy or distribute. 9 Share of Voice Top 4 sites had share of voice change the same day
10.
© 2021 Move,
Inc. All rights reserved. Do not copy or distribute. 10 Share of Voice June 2 update
11.
© 2021 Move,
Inc. All rights reserved. Do not copy or distribute. 11 Share of Voice Share of voice as a metric helps: ● Catch changes in market share ● Catch algorithm updates ● Decide when to worry about an update
12.
Technical SEO
13.
© 2021 Move,
Inc. All rights reserved. Do not copy or distribute. 13 Governance: Technical SEO Takeaways: ● Prioritize the most important technical/engineering items ● Monitor these items in a way that is easy to understand ● Decide in advance what to do when you find a problem Source: https://developers.google.com/search/docs/advanced/guidelines/webmaster- guidelines
14.
© 2021 Move,
Inc. All rights reserved. Do not copy or distribute. 14 Governance: Technical SEO Google has principles and guidelines it expects us to follow. Sites that follow Google guidelines tend to do better in search. Source: https://developers.google.com/search/docs/advanced/guidelines/webmaster- guidelines
15.
© 2021 Move,
Inc. All rights reserved. Do not copy or distribute. 15 Governance: Technical SEO Much of our SEO technical work is intended to make our site more compliant with Google standards.
16.
Monitoring
17.
© 2021 Move,
Inc. All rights reserved. Do not copy or distribute. 17 Governance: Monitoring Using log data we can create dashboards that will visualize any spikes in our overall trends
18.
© 2021 Move,
Inc. All rights reserved. Do not copy or distribute. 18 Governance: Monitoring Spikes outside of normal ranges will trigger alerts via email and Slack. Need to investigate
19.
© 2021 Move,
Inc. All rights reserved. Do not copy or distribute. 19 Governance: CWV Monitoring Spikes outside of normal ranges will trigger alerts via email and Slack. Need to investigate
20.
© 2021 Move,
Inc. All rights reserved. Do not copy or distribute. 20 Governance: Build Monitoring Pro Tips: ● Set up monitoring in the publishing pipeline ● Catch problems before they go live ● Decide in advance what to test ● Builds fail if critical (and predetermined) SEO elements are missing
21.
© 2021 Move,
Inc. All rights reserved. Do not copy or distribute. 21 Governance: Monitoring Takeaways: ● Decide in advance what to test ● Use logging to monitor Googlebot on the site - look for things out of the normal ● Track Core Web Vitals over time ● Catch problems before they go live with build testing
22.
SLA Agreements
23.
© 2021 Move,
Inc. All rights reserved. Do not copy or distribute. 23 Governance: Service Level Agreements (SLA) Set up automated monitoring and SLA agreements with engineering leaders to address issues quickly. ● Crawl rate (200s) ● Site errors ○ 4XXs ○ 5XXs ● Redirects (3XXs) ● Core Web Vitals fluctuations (good to bad) ○ LCP ○ FID ○ CLS
24.
© 2021 Move,
Inc. All rights reserved. Do not copy or distribute. 24 Governance: Service Level Agreements (SLA)
25.
Documentation
26.
© 2021 Move,
Inc. All rights reserved. Do not copy or distribute. 26 Governance: Documentation Providing solid documentation makes it easier for leadership, engineering, product, marketing, etc. to understand what is important for SEO. Explains the “Why” of what you do Takes time and patience to keep updated Managers need to keep it in mind when hiring talent
27.
© 2021 Move,
Inc. All rights reserved. Do not copy or distribute. 27 Governance: Documentation SEO standards and policies are documented. Here are some topics: ● Technical SEO Checklist ● Canonical URL ● URL Structure ● Metadata ● Internal Linking ● Crawl Health ● XML & RSS Sitemaps ● Javascript Rendering ● Global Navigation ● Core Web Vitals ● Schema Markup
28.
© 2021 Move,
Inc. All rights reserved. Do not copy or distribute. 28 Governance: Documentation https://wiki.move.com/pages/viewpage.action?pageId=497641166
29.
© 2021 Move,
Inc. All rights reserved. Do not copy or distribute. 29 Governance: Documentation
30.
© 2021 Move,
Inc. All rights reserved. Do not copy or distribute. 30 Governance: Documentation
31.
© 2021 Move,
Inc. All rights reserved. Do not copy or distribute. 31 Governance: Checklists Documentation includes a technical SEO checklist and a migration checklist for reference.
32.
Training
33.
© 2021 Move,
Inc. All rights reserved. Do not copy or distribute. 33 Governance: Training Schedule Training schedule is published in advance for all teams. SEO team builds and updates training materials based on roadmap and latest standards.
34.
Summary
35.
© 2021 Move,
Inc. All rights reserved. Do not copy or distribute. 35 SEO Governance Summary ● While many things about the Google algorithm is out of our control, we can keep the site maintained with the latest standards ● Automated monitoring helps us catch issues earlier ● Work out agreements with partners in advance to have a plan when problems arise ● Constantly update documentation ● Provide training on SEO technical standards at a regular cadence to help internal teams stay up to date (and ahead of competitors)
36.
© 2020 Move,
Inc. All rights reserved. Do not copy or distribute. Thank you! 36
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