In-House SEO Strategies - Using Actual Data to be Successful  Pubcon Las Vegas 2013
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In-House SEO Strategies - Using Actual Data to be Successful Pubcon Las Vegas 2013



Presented at Pubcon Las Vegas 2013 on in-house SEO

Presented at Pubcon Las Vegas 2013 on in-house SEO



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In-House SEO Strategies - Using Actual Data to be Successful  Pubcon Las Vegas 2013 In-House SEO Strategies - Using Actual Data to be Successful Pubcon Las Vegas 2013 Presentation Transcript

  • In-House SEO SEO Data is the Marketing Meth You Can Cook at Your Desk Presented by: Eli Schwartz Online Marketing Manager SurveyMonkey @5le
  • SEO @ SurveyMonkey @5le
  • In-House SEO: How Others Think of You @5le
  • In-House SEO: This Should Be You @5le
  • Hook Your Co-Workers on SEO Data Meth @5le
  • Advantages to Using SEO Data • • • • • • LESS dumb questions Impossible rankings Meta keywords Cloaking, hidden links You will be the only SEO expert Other teams might include you in meetings at project start • Make more friends • Work becomes more fun @5le
  • How to Use SEO Data Effectively • Back up SEO requests with data from YOUR site(s) Don’t trust every blog post that you read • Say “I don’t know” frequently • Share results of any SEO experiment with all stakeholders • Failures reinforce SEO as a marketing effort; not dark art Magicians never screw up • Successes motivate people to help you Thank all the individuals that worked on the project @5le
  • Where to Get Data? @5le
  • Case Study: What is the Impact of Social (for SurveyMonkey) • Launched brand new pages on Content URL’s had never been seen before by Google Posted to a single social network immediately after publishing Researched logs to look for same day correlation to Googlebot crawl • Tests: Shared on corporate Google Plus with 1,900 followers Shared on personal Google Plus with 155 followers Shared on corporate Facebook page with 130k fans Shared on personal Facebook stream Shared on corporate Twitter with 11k followers Shared on multiple personal Twitter profiles Tested on links with internal links and those without @5le
  • Results From Social Test • Googlebot crawled 6 seconds after the Google snippet crawler Facebook Twitter Google+ Crawled ✖ ✖ ✔ Indexed ✖ ✖ ✔ @5le
  • Case Study: How Does Google Crawl a Site (and others don’t) • Launched a new Turkish language web property • Google crawl order 1. 2. 3. 4. Robots.txt Header links Footer links Internal links over the next 24 hours • Bingbot First URL crawled after almost 2 days Crawl did not begin in earnest until 5th day • Yahoo Slurp Crawled robots.txt after 15 minutes Did not crawl any other pages for 15 days @5le
  • How Long Did Googlebot Discovery Take? @5le
  • Case Study: Redirect ALL URL’s to SSL • Product team made the decision to increase security for all customers (SSL) • Required redirecting all pages to https:// from http:// • Plan was to launch in 2 stages 302 redirect – for testing and easy rollback 301 redirect – after successful tests Update canonicals and sitemaps • What happened? On the second day after 302 redirects, Googlebot crawled only https:// URL’s Incorrect canonicals kept the http:// URL’s in the index after the 301 redirects Corrected canonicals swapped out indexed http:// URL’s for https:// in 48 hours @5le
  • Tools for Collecting SEO Data @5le
  • ScreamingFrog: Mimic How Google Crawls @5le
  • Tamper for Redirect Issues @5le
  • Splunk: Log Analysis @5le
  • AWStats + “Extra Section” Extra section: @5le
  • NerdyData: Search Engine for Source Code @5le
  • Market Research: Learn What Users Think @5le
  • Summary • Always be testing • Build trust in your abilities by sharing results • Crawl analysis will teach you more about Googlebot than most SEO blogs • Tools: Crawling: Screaming Frog Redirects: Tamper Logs: Splunk, Awstats Code research: NerdyData Market Research: SurveyMonkey Audience • Link bundle here: @5le
  • Thank you! Eli Schwartz, SurveyMonkey @5le @surveymonkey @5le