Your SlideShare is downloading. ×
Life and times of sg seo vol. 1 (edited for contest)
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Saving this for later?

Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime - even offline.

Text the download link to your phone

Standard text messaging rates apply

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

1,745
views

Published on

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 …

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.

Published in: Business, Technology, Design

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,745
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • RD
  • RD
  • RD
  • JG
  • JG
  • JG
  • JG
  • JG
  • JG
  • JG
  • JG
  • Transcript

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