enterprise seo in-house winning with influence and authority
TRANSCRIPT
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#SMX #22a @5le
Eli Schwartz, SurveyMonkey
Enterprise SEO – Winning doesn’t happen by itself
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Director of Organic Product @ SurveyMonkey
A decade - plus leading SEO
Spent 2 years in Asia leading APAC marketing
Global speaker and trainer on SEO topics
Writer for multiple industry search blogs
Thought leader on technical and international SEO
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Where does SEO sit in your organization?
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Typical SEO team layouts
SEO
Product Marketing
/Content
Engineering
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#SMX #22a @5le
We are artists not builders
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#SMX #22a @5le
We are artists not builders
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#SMX #22a @5le
Agency In-house
Plans
Strategy
Direction
Audits
Quarterly reviews
Report delivery
Check-in calls
Maintain the business
Enterprise in-house SEO differs from agency
Long view
ROI
Relationships
Multiple responsibilities
Deep domain understanding
Look to get promoted
Share price (company growth)
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Influence pays the bills
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Influence pays the bills
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Enterprise SEO’s don’t get paid to deliver
slide decks
– We need results and that comes from others
helping!
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This is your challenge
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#SMX #22a @5le
• Show why you are the expert
• Bring knowledge and run experiments
• SEO is an art mixed with science
• SEO helps others to be successful
• SEO requires a domain expert
• SEO is not set it and forget it
• SEO is valuable
To win you need to build a reputation
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Challenge everything you read with a test
– Don’t assume it is true even if Google
says it is
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Examples of expertise building from testing
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Examples of expertise building from testing
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#SMX #22a @5le
• Make tests quantifiable and prioritize on impact
• Sell with a plan A and plan B
• Test with other people as a part of the testing plan
• Share out emails announcing successes
• Track changes
• Give credit to everyone
• Use $$$ for ROI whenever possible
Best practices for experiments
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#SMX #22a @5le
• Make tests quantifiable and prioritize on impact
• Sell with a plan A and plan B
• Test with other people as a part of the testing plan
• Share out emails announcing successes
• Track changes
• Give credit to everyone
• Use $$$ for ROI whenever possible
Best practices for experiments
CTR
LTV
CAC
ROAS
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#SMX #22a @5le
Test plan
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#SMX #22a @5le
Test plan
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Use experiments to learn and let others
take the win
– Winning opens up the door to more
winning
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• Content
• Crosslinks
• Meta data
• Site architecture
• Nofollow/nolinks
• Image search
• ASO
Areas you can test
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#SMX #22a @5le
• Content
• Crosslinks
• Meta data
• Site architecture
• Nofollow/nolinks
• Image search
• ASO
• A tweet from Google
Areas you can test
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Examples
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Titles
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Meta description
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Inbound links
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Crosslinks
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Broad content
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ASO
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#SMX #22a @5le
• EARN your expert title
• Always be testing
• Don’t seek the spotlight and it will come
• Use hard metrics and $
• Bring others along for the ride and you will be the hero
Go forth and execute
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Who built the Guggenheim in NYC?
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Architects build buildings
– Be the architect not the bricklayer
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THANK YOU!
Feel free to get in touch with questions@5le
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SEE YOU AT THE NEXT #SMX