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

The Life and Times of SeatGeek SEO…Vol. 1
May 12, 2011
Chad Burgesschad@SeatGeek.com
http://SeatGeek.com
twitter: @chadburgess
Edition (edited)

The SEO Team at SeatGeek
2

we are all the SEO team
3

…especially Jose
4

SeatGeek SEO Goals and KPIs
5
Goals
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
How do we define success?
Goal 1 conversions
Traffic growth
SERP position for transactional keywords (and non-transactional)
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”)
We ranked #1 on Google for key terms
The story got >30,000 visits off of 327 unique keywords
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)
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
Google analytics dashboard updated daily
Blog traffic and updates
A/B Tests
Can’t do true A/B test i.e. with Google Optimization
But, we have done social share tests (MLB meta page) etc.
A lot of research is conducted upfront to validate moves before added to the Dev backlog

8
Demo of Tracking

9
Leveraging Existing Research and Test Results

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

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
Leveraging blog content / RSS to maintain freshness on transactional pages and provide relevant internal links
Improved / creative internal linking
“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
Write to rank for aggressive high-level and mid-tail terms (“summer concerts 2011”
Institutionalize industry-leading internal content linking
With me, Ben, and interns create dynamic shareable content

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

by Chad Burgess on Oct 06, 2011

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

http://seatgeek.com	469
http://webcache.googleusercontent.com	1