Presented at Digital Summit Denver

1. Winning at SEO with a
Growth Mindset
Digital Summit Denver
ELI SCHWARTZ
WWW.ELISCHWARTZ.CO
@5LE

5. SEO Best
Practices

6. Links

7. Content
500 words 1000 words High quality LSI String not things Things not strings

8. ON PAGE META DATA
Title tag 55 characters – 300 pixels
Meta descriptions 150 characters
H1 tag
Image tags
Cross links

9. Site speed (via Sitebulb)

12. The
problem
with
utopia

15. No keywords in the title

16. Valuable ranking for this keyword

18. There’s a
reason it’s
called
organic

19. SEO is dynamic

20. Without a focus on growth
SEO, money is being left on
the table

21. Step 1CHANGE YOUR
THINKING

22. Burn best
practices

23. Have a
growth
mindset

25. Step2LET’S GO ON A DATE
WITH DATA

26. Find the homepage Traffic

28. Find brand queries

29. Non brand

30. Export non-brand keywords
Find rankings
01
Find near term
rankings
02
Look at CTR
03
Look at
cannibalized
URLs
04

31. Research vertical

32. Look at
content in
vertical

33. Step 3: GrowLOW HANGING FRUIT

34. Identify
queries with
many
impressions

35. Find
keywords
on the cusp
of ranking

36. Look at keywords
where the CTR can
be improved

37. Normalize links

38. Iterate on title
tags

39. Iterate on
meta
descriptions

40. Grow
links

41. Step 4EXPERIMENT TO WIN

42. The basics of
SEO testing

43. 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

44. 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

45. Results and Timing
 How and WHEN are you are going to measure?
 Revenue
 Conversions
 Traffic
 Rankings
 ?
 2 weeks?
 6 months?

46. Rinse and
repeat

47. Takeaways
There are no best practices
Every site is different
Find your fingerprint
Never stop testing

48. Thank you
Elischwartz.co
@5le
Add me on LinkedIn