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Peek into Technical SEO: The value of having a dedicated SEO Product Team

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Technical SEO is a fairly new approach to how we think about SEO in companies in general. We’d like to share our experience when it comes to the operations of an SEO product team. We'll introduce the definition of a Growth Engineer who develops the "SEO growth engine" and the SEO Product Team that designs its system.

During this presentation you will hear more about:
- What's SEO: Marketing vs. Enabler for marketing?
- How to focus on improving user experience?
- Why do we need to make our websites more accessible for SE bots?
- Tech SEO: Devs vs. SEOs
- The ultimate startup and enterprise solution for agile & impactful SEO production
- Best practices about creating & managing an SEO Product Team

Veröffentlicht in: Marketing
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Peek into Technical SEO: The value of having a dedicated SEO Product Team

  1. 1. Peek into Technical SEO The value of having a dedicated SEO Product Team August 8th 2019, Krakow
  2. 2. Agenda 1. What's SEO? 2. Focus on the user and all else will follow 3. Why do we need to make our websites more accessible for SE bots? 4. Best practices about creating & managing an SEO Product Team 5. Tech SEO: Devs vs. SEOs 6. Q & A 3
  3. 3. WHAT IS SEO? CREATING COMPELLING EXPERIENCES FOR USERS AND MAKING SENSE TO SEARCH ENGINES 4
  4. 4. 5 Marketing Tactics Enabling Marketing Engine SEO ≠ A FEW MARKETING TACTICS
  5. 5. MAIN PILLARS OF SEO ● Relevant ● Contextually comprehensive ● Term frequency ● Spam-free ● Deduplicated CONTENT ● PV / Session ● ToS ● Low BR ● Ratings, thanks, comments etc. ENGAGEMENT ● Crawlable (discoverable) ● Indexability ● Structured ● On-page signals TECH SEO ● Amount ● Quality ● Relevancy ● Anchors ● Followed ● PR sculpt BACKLINK
  6. 6. How does Google figure out what to show in your search results? Well, the journey starts before you even type your search… LIFE OF A URL 7
  7. 7. CLASSICAL SEO MODEL vs. ENHANCED SEO MODEL 8
  8. 8. 9
  9. 9. 10
  10. 10. USER EXPERIENCE Focus on the user and all else will follow 11
  11. 11. 12 https://www.google.com/about/philosophy.html
  12. 12. Signals of UX ● Click through rate (CTR) ● Time on Site (ToS) ● Bounce Rate (BR) ● Site Speed ● Quality of Content
  13. 13. ● Likelihood of someone visiting a webpage via SERPs (Search Engine Result Page) ● Higher CTR = More exposure to content ● More exposure = More engagement CTR ● Increase ranking ● Rewrite Titles and Descriptions ● Mark page up with Structured Data ● Get Featured Snippets How to improve CTR? 14
  14. 14. 15
  15. 15. ● ToS: how long engagement holds visitor's attention ● BR: short click vs. long click ● ↑ ToS accompanied by ↑ PV/Session = Engaging content and design ToS and BR ● Optimize page's content ● Reframe the design of the page ● Evaluate the usability of the page How to decrease BR and increase ToS? 16
  16. 16. Page Speed 17
  17. 17. CRAWLABILITY Why do we need to make our websites more accessible for SE bots? 18
  18. 18. It all starts with scheduling a crawl ● Finding pages ● Obtaining resources ● Crawl efficiency ● Information Architecture 19
  19. 19. Finding URLs ● Internal linking structure ● External links ● Redirected pages ● Sitemaps XML + HTMLs ● RSS Feeds 20
  20. 20. Internal links to URLs 21
  21. 21. Optimized version 22
  22. 22. Link Flow 23
  23. 23. Optimized version 24
  24. 24. AVG followed outlinks per page 25
  25. 25. Optimized version 26
  26. 26. How to increase crawl rate? ● Content quality ↑ ● 𝜙 Duplicates ● ↑ Page Speed ● Great navigation ● 𝜙 Page Errors (500, 404 etc.) ● Efficient canonicalization ● Efficient Sitemap XML Crawl budget 27
  27. 27. ● Page content (incl. links, markups, etc.) is crawlable + indexable ● Most important page elements can be rendered (preferably fast) ● Mobile vs. Desktop are equivalent ● High quality content ● Optimized information architecture Optimizing website for Bots 28
  28. 28. SEO Team’s responsibilities Best practices about creating & managing an SEO Product Team 29
  29. 29. 30 SupportOutreach Risk Mitigation Growth Product Features Infrastructure SEO Product Team
  30. 30. Potential Roles for SEO Product Team 31 SEO Product Owner Growth Engineer Tech SEO Manager SEO Data Analyst Growth Designer SEO Business Owner Responsible for executing Product Roadmap Focus on implementing product features Provide technical structure insights Draw insights from releases & explore opportunities Focus on production rather than pixel perfect design Versatile marketer focusing on company’s KPIs
  31. 31. Crawl Budget Optimization Projects 32 PROJECT CRAWLABILITY INDEXATION UX Sitemap XML Monitoring Page Speed Improvement Crawl Error Tracker HTML Sitemap + RSS feed Robots.txt ReWrite
  32. 32. Sitemap Health 33
  33. 33. Sitemaps were rewritten 34
  34. 34. … but they need to be maintained & monitored 35
  35. 35. Tech SEO: Devs vs. SEOs 36
  36. 36. 37
  37. 37. QUESTION & ANSWER 38
  38. 38. Feedback 39 http://tiny.cc/techseo
  39. 39. Murat Yatagan Vice President of Growth @Brainly THANK YOU 40

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