Growth Marking Conference 2018 - SEO with a growth mindset
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Throw out all the best practices you think you know and start a culture of SEO testing.
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Growth Marking Conference 2018 - SEO with a growth mindset
- 1. Winning at SEO with a Growth Mindset Presented by: Eli Schwartz Director of Growth, SurveyMonkey
- 2. Director @ SurveyMonkey A decade - plus leading in-house SEO teams Spent 2 years in Asia leading APAC marketing for SurveyMonkey Global speaker on enterprise SEO Writer for multiple industry search blogs
- 3. 3 Find me on LinkedIn
- 4. 4
- 5. 5
- 6. 6 “Social media has a huge impact on SEO”
- 7. 7 “We need to optimize our meta keywords”
- 8. 8 “Bing is making a comeback”
- 9. 9
- 10. 10 “Marketing doesn’t get to tell engineers what to do”
- 11. 11 “Why are we not outranking CNN”
- 12. 12 “It’s been 3 weeks, where is the progress?”
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- 15. 15
- 16. SEO knowledge
- 17. 17
- 18. It’s not only the hippos…
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- 25. Where should you focus your SEO Growth efforts?
- 26. Everywhere.
- 27. 27 Let’s talk about some concepts • No follow vs follow • 301 vs 302 • Title tag length • Title tag content • Prices, Dates, People • Javascript or no Javascript • H1 vs H2 • Page speed
- 28. 28 Links Do they matter? Engines? Bing vs Google Yandex, Baidu, Naver Mobile Should you care? You can even challenge core beliefs
- 29. 29 Find a target • Take 30 seconds to write one down, hold that thought
- 30. 30 The basics of SEO testing
- 31. 31 Include others in the test plan SEO SalesProduct Eng Design Data Growth Content
- 32. 32 Write a hypothesis: Traffic will go up • In a meaningful way Traffic will go down • In a meaningful way No impact • The most common scenario The page will be penalized • Take risks
- 33. 33 How are we going to test it? Titles Release a new page Implement a script Deindex a page Updates, numbers, how to, extend, shorten How is it crosslinked Ignore cross links Onpage, GTM Have a plan to bring it back
- 34. 34 Results and Timing • How and WHEN are you are going to measure? • Revenue • Conversions • Traffic • Rankings • 2 weeks? • 6 months?
- 35. 35 Case Study 1 Javascript Is Javascript the same as HTML? Common belief: YES Hypothesis: NO
- 36. 36 Case Study 2 Hrelflang Do we need HREFLANG Common belief: YES Hypothesis: NO
- 37. 37Confidential Footer links Case study 3 Do footer links matter? Common belief: NO Hypothesis: YES
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- 39. 39 Share the results in complete data rich detail
- 40. 40 Tools • A log tool • Crawler: ScreamingFrog • Google Search Console • Data Studio • Google Sheets • Ahrefs/SEMRush
- 41. 41 Known side effects of SEO with a growth mindset You will make more $$
- 42. 42Confidential Bonus case studies • International canonical • Domains were colliding • Keyword order in title • It matters • Mentions of a website with no links • Google crawls • Buying bad links • They work • Long titles • Still rank on KW • Iframes
- 43. 43 Thank you! elis@surveymonkey.com Find me on LinkedIn