SEO as an In-House. Tips, Strategies, Best Practices

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  • Know your JS, PHP, HTML
  • SEO as an In-House. Tips, Strategies, Best Practices

    1. 1. @5leIn-House SEOMaximizing Your Impactwith SEO WinsPresented by:Eli SchwartzOnline Marketing ManagerSurveyMonkey
    2. 2. @5leShow benefits of SEO work
    3. 3. @5leSpend your SEO capital wisely• Always have data• Non-search marketers don’t know whoMatt Cutts is and don’t care what he thinks• Use your own or competitor stats• Wins add to your ‘budget’, losses deplete it
    4. 4. @5leSEO Survey• Random selection fromgeneral US population• Random assignment into 1of 2 surveys with 16questions• Survey sent to 3,000people• Survey was open for 5 days• 615 people participated• Comparison of means overa variety of indicators
    5. 5. @5leWhat happens when a search user does not find what theyexpected on the page?60% of usersbounce
    6. 6. @5leDo users prefer Google or BingGoogle resultslabeled as BingBing results labeledas GoogleBing resultsGoogle resultsConclusion:Users arebiasedtowardsGoogle as aresult of thebrand
    7. 7. @5leImpact
    8. 8. @5leVisualize link explanations
    9. 9. @5leMake tech requests like a native
    10. 10. @5leImprove your skills• W3schools.comHTML• Kahn AcademyBasic programming• CodeAcademyJavascript, Ruby, Python• Community college• Opencourseware from MIT• Create a wordpress blog; edit the theme files
    11. 11. @5leNegotiate
    12. 12. @5leAlways have a plan B• Align developer goals with yours• Push hard for the primary ask• Keep your compromise options in yourback pocket• Be prepared to suggest a gradual roll out
    13. 13. @5leCheck Robots.txtCould this beimportant?www.irs.gov/robots.txt
    14. 14. @5leDownload landing pages from GAChange to 25URL will now show:Change to 2500
    15. 15. @5leCrawl domain with Screaming Froghttp://bit.ly/scfrogOptimumsettings
    16. 16. @5leRedirect issueshttp://bit.ly/ayima
    17. 17. @5leUse Tamper for Redirects issues
    18. 18. @5leHow do engines understand redirectsGoogle• Full value through 301redirect• Can follow chainedredirects up to 4-5 hops• Will consider a 302 to be a301 if they believe youmeant to do a 301Bing• Full value through a 301• Really does not likechained redirects• 302 will be considered a301 after 5 ‘pings’
    19. 19. @5leFind incorrect canonicals in ExcelExcel Formula: IF(A1=B1,TRUE,FALSE)Export Screaming Frog crawl into Excel
    20. 20. @5leKeyword opportunities
    21. 21. @5leInternal LinksUse these tools to find pages without optimized anchor text
    22. 22. @5leDemonstrate ranking complexitiesDesignRecipeBookBrand
    23. 23. @5leMeasure growthRegex:^ matches the beginning of a word| is “or”$matches the end of word
    24. 24. @5leCredit where credit is due
    25. 25. @5leFailure makes you human
    26. 26. @5leSummary• Demonstrate benefits of SEO• Know your facts and data• Negotiate for wins• Find low hanging SEO fruitRobots404’sRedirectsCanonicalsRankings on the cusp• Tell the SEO story• Leverage your successes
    27. 27. @5leThank you!Eli Schwartz, SurveyMonkeyeli@surveymonkey.com@5le @surveymonkey

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