Follow @5le
SEO Success Case Studies
SMX West 2014
Presented by: Eli Schwartz
Online Marketing Manager, SurveyMonkey
Eli Schwartz SEO @ SurveyMonkey
Small Company
Enterprise
Learn Other Disciplines
Other resources
• Google Analytics  Avinash Kaushik
• SEO  Moz, SearchEngineLand
• PPC  PPC Her...
Developers/Engineers/Coders
• Understand the
technical
difficulty of a
project
• Getting a project
scheduled is
always a w...
Negotiate
Communicate International Considerations
Bureaucracy
Add world holidays
to a shared
calendar
Include delays in
your timeli...
Own (or Understand) Global Translations
Evangelize Your Job Function
• Lunch and Learn
• Daily standups
• Team presentations
• Monthly updates
• Emails about inte...
Case Studies
Which Social Networks Matter?
Google Plus Crawl Test
• New content URL never before seen by Google
• Shared via Google Plus
• Googlebot arrived in just ...
Google Plus Update Feb 2014
• Same test as previous September
• Shared via Google Plus
• Googlebot arrived in 12 hours
• P...
Testing 404 Pages
• SurveyMonkey blog is a subfolder
• Inserted links into 404 page to test:
• Nofollows, anchor text, 404...
Meta Descriptions = Adwords Ad Copy
• Used
Adwords to
test CTR on
meta
description
snippets
• Allowed
Google to
optimize t...
PPC/SEO Research to Name Products
• Library of survey
template
questions called
“QuestionBank”
currently has no
search vol...
Email/CRM Data
VS
• Promoted the use of YouTube vs Vimeo in engagement emails to overcome the
“chicken and egg” problem on...
SurveyMonkey Mobile App
Mobile App launched in
Feb 2014
• Keyword research
• Blog posts
• PR
• Paid marketing
• SEO
Tools (Daily Favorites)
Splunk
Log File Analysis with Splunk
• Discover Google crawl activity
• Browser errors
• Redirects
• IP addresses of traffic
• An...
Searchmetrics
Competitive Research
Alternatives:
SEMrush
Screaming Frog
http://bit.ly/scfrog
Optimum
settings
Site Crawling with ScreamingFrog
• Discover orphaned pages
• Find multiple redirects
• Compare canonicals
• Look for broke...
Google Suggest via UberSuggest
Research Benefits from UberSuggest
• Discover words people are actually typing
• Keyword stem ideas
• Quickly build lists
...
Facebook Interest Relationships
Understand How Google Views Keywords
Word has never
been used; yet, still
ranks
…And How Google Categorizes Keywords
Design
Recipe
Book
Brand
3 Things You Need to Know
1.Forget about short term and
negotiate your way to long term
wins
2.Learn what you can about
ma...
Thank you!
Eli Schwartz, SurveyMonkey
elis@surveymonkey.com
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Enterprise SEO Case Studies and Success Strategies

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Enterprise SEO success case studies. How to be a successful SEO in a large company. Includes case studies and key takeaways anyone can use. Tools explained: SearchMetrics, ScreamingFrog, Splunk. This was presented at SMX West 2014

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  • Understand who our customers are for Social, SEO, PPC
  • Enterprise SEO Case Studies and Success Strategies

    1. 1. Follow @5le SEO Success Case Studies SMX West 2014 Presented by: Eli Schwartz Online Marketing Manager, SurveyMonkey
    2. 2. Eli Schwartz SEO @ SurveyMonkey
    3. 3. Small Company
    4. 4. Enterprise
    5. 5. Learn Other Disciplines Other resources • Google Analytics  Avinash Kaushik • SEO  Moz, SearchEngineLand • PPC  PPC Hero Blog • Landing page optimization  Tim Ash • Social  Read Twitter • Email Blogs from: MailChimp, ConstantContact • Display Yahoo • Web development  CodeAcademy, community college TAKE ADVANTAGE
    6. 6. Developers/Engineers/Coders • Understand the technical difficulty of a project • Getting a project scheduled is always a win! • Obtain buy-in by sharing the ownership with a tech stakeholder
    7. 7. Negotiate
    8. 8. Communicate International Considerations Bureaucracy Add world holidays to a shared calendar Include delays in your timeline
    9. 9. Own (or Understand) Global Translations
    10. 10. Evangelize Your Job Function • Lunch and Learn • Daily standups • Team presentations • Monthly updates • Emails about interesting events • Conversion/Revenue • Traffic • Engagement • Email open rates • Use data as win/win • Share successes • Always thank all of those that assist you
    11. 11. Case Studies
    12. 12. Which Social Networks Matter?
    13. 13. Google Plus Crawl Test • New content URL never before seen by Google • Shared via Google Plus • Googlebot arrived in just 6 seconds • Proof that Google Plus has non-social benefits
    14. 14. Google Plus Update Feb 2014 • Same test as previous September • Shared via Google Plus • Googlebot arrived in 12 hours • Proof that Google Plus has non social benefits, but Google….?
    15. 15. Testing 404 Pages • SurveyMonkey blog is a subfolder • Inserted links into 404 page to test: • Nofollows, anchor text, 404 page crawlability and crawl frequency • Developed data that influenced product, engineering, and content projects
    16. 16. Meta Descriptions = Adwords Ad Copy • Used Adwords to test CTR on meta description snippets • Allowed Google to optimize test ad copy vs control to develop optimum organic snippets
    17. 17. PPC/SEO Research to Name Products • Library of survey template questions called “QuestionBank” currently has no search volume • Used SEO/PPC data to come up with search volumes on related queries to develop new naming possibilities
    18. 18. Email/CRM Data VS • Promoted the use of YouTube vs Vimeo in engagement emails to overcome the “chicken and egg” problem on YouTube • Win for Social & CRM • Quickly able to measure impact on landing pages by sending CRM traffic
    19. 19. SurveyMonkey Mobile App Mobile App launched in Feb 2014 • Keyword research • Blog posts • PR • Paid marketing • SEO
    20. 20. Tools (Daily Favorites)
    21. 21. Splunk
    22. 22. Log File Analysis with Splunk • Discover Google crawl activity • Browser errors • Redirects • IP addresses of traffic • Anything you can see in Google Analytics Alternatives: • Fluentd • Excel • Text files
    23. 23. Searchmetrics
    24. 24. Competitive Research Alternatives: SEMrush
    25. 25. Screaming Frog http://bit.ly/scfrog Optimum settings
    26. 26. Site Crawling with ScreamingFrog • Discover orphaned pages • Find multiple redirects • Compare canonicals • Look for broken links • Check index status of specific pages • Build sitemaps • Pre-test landing page URL’s for redirects Alternatives • Xenu link sleuth • Moz • Build you own
    27. 27. Google Suggest via UberSuggest
    28. 28. Research Benefits from UberSuggest • Discover words people are actually typing • Keyword stem ideas • Quickly build lists Alternatives • Brainstorm • Manual Google research • Various keyword tools + Excel
    29. 29. Facebook Interest Relationships
    30. 30. Understand How Google Views Keywords Word has never been used; yet, still ranks
    31. 31. …And How Google Categorizes Keywords Design Recipe Book Brand
    32. 32. 3 Things You Need to Know 1.Forget about short term and negotiate your way to long term wins 2.Learn what you can about marketing disciplines you do not know 3.Test and explore everything
    33. 33. Thank you! Eli Schwartz, SurveyMonkey elis@surveymonkey.com
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