The Life and Times of SeatGeek SEO…Vol. 1<br />May 12, 2011<br />Chad Burgesschad@SeatGeek.com<br />http://SeatGeek.com<br...
The SEO Team at SeatGeek<br />2<br />
The SEO Team at SeatGeek<br />we are all the SEO team<br />3<br />
The SEO Team at SeatGeek<br />…especially Jose<br />4<br />
SeatGeek SEO Goals and KPIs<br />5<br />Goals<br /><ul><li> Drive traffic to the site
 Customer acquisition / conversions
 Rank for transactional keywords
 Rank for relevant informational terms
 Convey market leadership
 Brand recognition
 Rank for key industry terms</li></ul>How do we define success?<br /><ul><li> Goal 1 conversions
 Traffic growth
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Life and times of sg seo vol. 1 (edited for contest)

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This is an edited version of a informal presentation I gave to the rest of the SeatGeek team to provide more insight into what I was actually working on and how things are being tracked. Some slides were removed because they contained internal data.

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  • Life and times of sg seo vol. 1 (edited for contest)

    1. 1. The Life and Times of SeatGeek SEO…Vol. 1<br />May 12, 2011<br />Chad Burgesschad@SeatGeek.com<br />http://SeatGeek.com<br />twitter: @chadburgess<br />Edition (edited)<br />
    2. 2. The SEO Team at SeatGeek<br />2<br />
    3. 3. The SEO Team at SeatGeek<br />we are all the SEO team<br />3<br />
    4. 4. The SEO Team at SeatGeek<br />…especially Jose<br />4<br />
    5. 5. SeatGeek SEO Goals and KPIs<br />5<br />Goals<br /><ul><li> Drive traffic to the site
    6. 6. Customer acquisition / conversions
    7. 7. Rank for transactional keywords
    8. 8. Rank for relevant informational terms
    9. 9. Convey market leadership
    10. 10. Brand recognition
    11. 11. Rank for key industry terms</li></ul>How do we define success?<br /><ul><li> Goal 1 conversions
    12. 12. Traffic growth
    13. 13. SERP position for transactional keywords (and non-transactional)
    14. 14. A/B test results</li></li></ul><li>Case Study: Writing SEO Content to Drive Google Traffic<br />Bamboozle 2011 <br /><ul><li>SeatGeek identified a gap between competition in search (low) and search queries (high) for queries about music festival w/ kw modifiers such as lineup and tour dates (instead of standard “tickets”)
    15. 15. We ranked #1 on Google for key terms
    16. 16. The story got >30,000 visits off of 327 unique keywords
    17. 17. We received 660 Facebook likes</li></li></ul><li>How Do We Track All This<br />7<br />SERP Metrics<br /><ul><li>We track our Google rank for +2,400 keywords via a weekly SEO Report (data from Raven Tools)
    18. 18. SERP data tracked by keyword and page type (i.e. we track rank mix for all major sports team band pages, organic traffic to event/show pages, etc.)</li></ul>Traffic<br /><ul><li>Traffic by page type daily/weekly
    19. 19. Google analytics dashboard updated daily
    20. 20. Blog traffic and updates</li></ul>A/B Tests<br /><ul><li>Can’t do true A/B test i.e. with Google Optimization
    21. 21. But, we have done social share tests (MLB meta page) etc.
    22. 22. A lot of research is conducted upfront to validate moves before added to the Dev backlog</li></li></ul><li>8<br />Demo of Tracking<br />
    23. 23. 9<br />Leveraging Existing Research and Test Results<br />
    24. 24. 10<br />The Life and Times of SeatGeek SEO…Vol. 2 and beyond<br />On-page Content (freelance team of 5 and growing)<br />Creative SEO tactics, Content Freshness & Relevancy<br />Aggressive SEO blog content (targeting high-volume terms and transactional terms) / Agile SEO<br />Social shares<br />A/B Tests<br />
    25. 25. The Shape of Things to Come<br />On-page Content and SEO Overhaul <br /><ul><li>Managing a team of freelancers (not out-sourcers) that produce scalable copy for key transactional pages
    26. 26. Leveraging blog content / RSS to maintain freshness on transactional pages and provide relevant internal links
    27. 27. Improved / creative internal linking
    28. 28. “Agile SEO” / Real-time On-page Adjustments</li></li></ul><li>The Shape of Things to Come (cont.)<br />Robust Content Leveraging Existing Pieces<br /><ul><li>Re-purposing Content to create high-value hub-pages
    29. 29. Write to rank for aggressive high-level and mid-tail terms (“summer concerts 2011”
    30. 30. Institutionalize industry-leading internal content linking
    31. 31. With me, Ben, and interns create dynamic shareable content</li>

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