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THE TOUGHEST
BATTLESIN SEO ARE INTERNAL:
Rachel Costello, Technical SEO BrightonSEO
HOW TO PRIORITISE & DEMONSTRATE VALUE
@rachellcostello brightonSEO
HAVE TO FIGHT FOR
SEO?
WHY DO WE STILL
@rachellcostello brightonSEO
SEO
a.k.a. Search Experience Optimisation
@rachellcostello brightonSEO
THE SEARCH EXPERIENCE NOW
Left: Digital Solace
Right: Brafton@rachellcostello brightonSEO
Today we do SEO work for the user,
not the search engine.
SEO continues to become more
connected to UX.
UX impacts every channel.
WHERE SEO FEEDS IN
@rachellcostello brightonSEO
WHERE SEO FEEDS IN
Page Speed
User Journey Optimisation
Keyword Targeting
Onpage Optimisation
Technical Improvements
Link Building
Content
UX
Paid Media
PR
Affiliates
Email
Social Media
Development
SEO Focus Business Area
@rachellcostello brightonSEO
We still have to fight tooth and nail for SEO.
@rachellcostello brightonSEO
WHAT WE’LL COVER
@rachellcostello brightonSEO
WHAT WE’LL COVER
We’ll discuss how to:
Lay foundations for future buy-in
Focus on what’s most important
Build an impactful case for SEO
Collect the data you need
Prove the importance and value of SEO
@rachellcostello brightonSEO
PICKING YOUR BATTLES,
AND HOW TO WIN THEM
@rachellcostello brightonSEO
SEOs want to ask for everything because we
don’t have any control over the search
landscape.
@rachellcostello brightonSEO
I discussed this topic amongst battle-worn
enterprise SEOs, here’s our resounding
advice...
@rachellcostello brightonSEO
1. Establish yourself as the go-to source of
information.
@rachellcostello brightonSEO
WHAT AN SEO NEEDS TO
DO
brightonSEO@rachellcostello brightonSEO Source: https://www.deepcrawl.com/blog/tag/google-webmaster-central-hangout/
2. Be responsible for education.
@rachellcostello brightonSEO
3. Know when to let go.
@rachellcostello brightonSEO
4. Be a team player and build relationships.
@rachellcostello brightonSEO
STREAMLINE PROJECTS
AND PROVE RESULTS
@rachellcostello brightonSEO
1 Prioritisation
2 Forecasting
3 Process
4 Measurement
5 Reporting
SOME ADDITIONAL TIPS FOR...
@rachellcostello brightonSEO
1. PRIORITISATION
@rachellcostello brightonSEO
Top-down view: which project feeds into
the most tasks.
@rachellcostello brightonSEO
Calculate the risks of leaving issues
unfixed.
@rachellcostello brightonSEO
2. FORECASTING
@rachellcostello brightonSEO
Source: https://www.distilled.net/resources/statistical-forecasting-for-seo-analytics-and-a-free-tool/
USING FORECASTING TOOLS
@rachellcostello brightonSEO
Forecasting is a great way for
stakeholders to visualise and attach
a future to their investment.
FORECASTING FOR STAKEHOLDERS
@rachellcostello brightonSEO
3. PROCESS
@rachellcostello brightonSEO
PROCESS
Technical SEO Tactical SEO
@rachellcostello brightonSEO
PROCESS
Technical SEO Tactical SEO
Page level
Week on week changes
Immediate onsite fixes
Foundational
Big picture
Seasonality
Long term ranking strategies
Additional
@rachellcostello brightonSEO
4. MEASUREMENT
@rachellcostello brightonSEO
The primary technical metrics are
impressions and Click Through Rate (CTR).
@rachellcostello brightonSEO
The secondary tactical metrics are rankings
and traffic.
@rachellcostello brightonSEO
PRIORITISING ACTIONS BY METRICS
Issue Status Impressions
(Current)
Impressions
(Forecasted)
CTR
(Current)
CTR
(Forecasted)
Duplicate page titles Fail
Slow load times Fail
... ... ... ... ... ...
@rachellcostello brightonSEO
How do you measure searcher happiness?
How well are you serving your customers?
@rachellcostello brightonSEO
5. REPORTING
@rachellcostello brightonSEO
@rachellcostello brightonSEO
PROVING THE VALUE OF SEO
@rachellcostello brightonSEO Source: https://www.klipfolio.com/resources/dashboard-examples/marketing/seo-dashboard
@rachellcostello brightonSEO
PROVING THE VALUE OF SEO
@rachellcostello brightonSEO Source: https://www.klipfolio.com/resources/dashboard-examples/marketing/seo-dashboard
Customisable dashboards: drown out
the noise, focus on and present what’s
most important.
BUILDING YOUR CASE
FOR SEO
@rachellcostello brightonSEO
THE ALLIES YOU WANT
The sources to use for attaching authority to
your SEO case or project proposal:
Search engines
The customer
Website crawl data
@rachellcostello brightonSEO
Google is a big name to have on your side.
Image Credit: Search Engine Land@rachellcostello brightonSEO
Highlight what is failing on your site now.
Especially the customer’s journey to
conversion.
@rachellcostello brightonSEO
Gather data from
website crawling.
@rachellcostello brightonSEO
Considering where I work, it makes
sense to share some tips on
crawling enterprise sites!
ENTERPRISE CRAWLING ADVICE
@rachellcostello brightonSEO
Tactical crawling: building the bigger
picture from smaller parts.
@rachellcostello brightonSEO
There are two main tactical
crawling methods:
sampling and slicing.
GET THE DATA YOU NEED, FAST
@rachellcostello brightonSEO
Get a smaller
percentage of
the whole site
view using
level limitation
EXAMPLES OF SAMPLING
Start a small
crawl and find
areas of crawl
waste to
exclude for
whole crawl
Crawl a certain
number of
examples of
each template
1 2 3
@rachellcostello brightonSEO
One category
of a website
from top to
bottom
(vertical slice)
EXAMPLES OF SLICING
All of the
categories but
none of the
products
(horizontal
slice)
Crawl one
distinct
section that
serves a
separate
function
1 2 3
@rachellcostello brightonSEO
Learn more about a site by breaking it into
manageable, predictable chunks.
@rachellcostello brightonSEO
Category PagesProduct Pages Blog Pages Vanity Pages
Navigational
Pages
Transactional
Pages
FAQ Pages
@rachellcostello brightonSEO
PROVING THE VALUE &
IMPORTANCE OF SEO
@rachellcostello brightonSEO
Getting SEO wrong can lead to huge
negative impacts for a website.
@rachellcostello brightonSEO
A lot is at stake, and this needs to be
communicated effectively.
@rachellcostello brightonSEO
@rachellcostello brightonSEO
PROVING THE VALUE OF SEO
@rachellcostello brightonSEO Source: https://www.theguardian.com/business/2014/apr/17/ryanair-website-drops-out-top-google-flight-search-results
SITE MIGRATION GONE WRONG
Source:
https://www.theguardian.com/business/2014/apr/17/ryanair-website-drops-out-top-google-flight-search-results@rachellcostello brightonSEO
PROVING IMPORTANCE WITH
TACTICAL SEO
@rachellcostello brightonSEO
GOOGLE’S ALGORITHMS
Have you
experienced pain
from any of these
algorithm
updates?
@rachellcostello brightonSEO
WREAKING HAVOC ON TRAFFIC
@rachellcostello brightonSEO
Source: https://bloghands.com/blog/the-complete-guide-to-monitoring-google-algorithm-changes
MAP ALGORITHMS TO TRAFFIC
There are tools
available for
mapping
algorithm
updates to your
traffic trends.
@rachellcostello brightonSEO
PROVING VALUE WITH
TECHNICAL SEO
@rachellcostello brightonSEO
MAP SEO METRICS TO YOUR SITE
Left: https://www.branded3.com/site-speed-conversion-rate/
Right: https://www.thinkwithgoogle.com/feature/mobile/@rachellcostello brightonSEO
Explain the dangers of ‘SEO gone wrong’
and create immediacy for your company.
@rachellcostello brightonSEO
IN CONCLUSION
Lay foundations for future buy-in: Grow and
share knowledge internally, build relationships.
Focus on what’s most important: Streamline
SEO strategy and implementation at every step.
Build an impactful case: Highlight conversion
issues using data, create urgency.
@rachellcostello brightonSEO
IN CONCLUSION
Extract the data you need, fast: Use tactical
crawling methods to analyse the biggest sites.
Demonstrate the value of SEO: Focus and
report on the right primary technical metrics.
Prove the importance of SEO: Explain the real
big picture dangers of getting things wrong.
@rachellcostello brightonSEO
THANK YOU!
Any questions? Send me a tweet:
Rachel Costello
Technical SEO, DeepCrawl
@rachellcostello brightonSEO
deepcrawl.com @DeepCrawl

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