SEO in a Corporate Environment- My deck for BrightonSEO 2018 In-house session 3. Enjoy! if you have any questions, feel free to tweet at @rliraz

1. @rliraz
By Liraz Postan
Sr. SEO and
Content Manager
SEO in a
Corporate
Environment

2. @rliraz
Liraz Postan
OUTBRAIN
SEO in a Corporate Environment
@rliraz
https://www.slideshare.net/LirazRahmin

3. @rliraz
Nice To Meet You!
Married +2
Senior SEO & Content
Manager @Outbrain
10 years experience
in SEO & Content
Previously @:
Plarium | 888Holdings | NeoGames

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CORE PURPOSE
OUTBRAIN helps people discover
Things that they find interesting.

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Pipeline
Stakeholders
Priority
Internal
politics
Bureaucracy

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Welcome to My Adventure Book

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You’re going to get us there! RIGHT?

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Everybody Wants to
get to Paradise Falls
RIGHT?

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But…
Can I do it alone?
?
?
?

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The Process
UX
Content
CRO
BI
Support
Email
Marketing
Dev
Social
CI
Adwords
Amplify
Internal
Education

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TaskForce
Each team gets its
own tasks to work on

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TaskForce

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Internal
Education

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OUTBRAIN IS EVERYWHERE

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“What is SEO” Sessions

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The Process
UX
Content
CRO
BI
Support
Email
Marketing
Dev
Social
CI
Adwords
Amplify
Internal
Education

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Use of BI
and Data
Analysis

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Use of BI and Data Analysis
Use Data!

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Use of BI and Data Analysis

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Content
Strategy

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What is the right focus?
Our top performing article:
Top 2nd
Page –
Organic
Highest
Organic
Conversions
Lowest
LTV

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What is the right focus?
Advanced savvy marketers
Best
Practices
Trends SolutionsEducate
How-to
Guides
What Is… ?
Tips
Case Studies
New
Features
Data
Marketing
BuzzWords
Viral Videos
Influences
Best
Practices
Webinars

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Create the perfect content mix

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• Engage your top
organic traffic
• Lead them to
the next stop
• Turn reader
to customers
The Right Content Journeys

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DEV

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Tasks
Fully detailed and explained
Measure
Always show the impact
Learn
Educate your Dev about
recent Google updates and
learn from your dev about
recent tech changes
What a Dev Needs…
What a Dev Wants

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Support &
Customer
Success Teams

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Expose our content to new and returning clients
Emailing
Updating our
outreach emails
with new and
updated content
Search Engines
Updating content and
pages on our FAQ
section Internal pages
Navigation
Highlight new pages
on:
● Top navigation
● Footer
● Side bar
FAQs
What are our clients
Questions:
Can we solve it
through content?

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Old Vs. New

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Results
In Less than 2 months
55%+ Organic Traffic

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Paid media
Experts

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Exposing New Content
Avg. CPC
$0.92
+50 Premium
Publishers
Advanced
Targeting
+76% Conversion
Uplift M/M
+196% Organic Traffic

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Using a proper content landing page with AdWords
QS
Improved from
3 To 7
Conversions
x3
Meta
Testing

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UX and CRO

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UX

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UX- using heatmaps

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What about off page??

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Earning links strategy
Solve Problems
Answer Qs through
content and rank up
Data
Useful data creation to
pitch journalists
Viral
Identify opportunities
to create amazing
content
Linkable Content
Creating visuals and
easy-to-share assets

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The Process
UX
Content
CRO
BI
Support
Email
Marketing
Dev
Social
CI
Adwords
Amplify
Internal
Education

41. @rliraz
LESSON
LEARNED
Let Your Data Shine
Don’t Work in a Bubble
Solve Client’s Pain Using Content
Know What Type of Clients Coming
From Your Content

42. @rliraz

43. @rliraz@rliraz
Thank You