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[Final] SMX Virtual - Emily Potter 2020

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Talk from 2020 SMX Virtual

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[Final] SMX Virtual - Emily Potter 2020

  1. 1. Year entered the SEO industry: 2013 2005 2018
  2. 2. We’re all bad at SEO1. Page one is a different ball game2. Start working with your product teams 3. Takeaways4.
  3. 3. ? BUT WHERE DOES ALL THIS DATA COME FROM?!?!?!?!
  4. 4. We split large groups of pages into two groups CatsH1 Intro copy Featured image BearsH1 Featured video Control template Variant template
  5. 5. Positive test result - organic traffic increases Control template Variant template Organic traffic change Cats Bears
  6. 6. Negative test result - organic traffic drops Control template Variant template Organic traffic change Cats Bears
  7. 7. Inconclusive test result - no measurable impact Control template Variant template Organic traffic change Cats Bears
  8. 8. Here’s a selection of things our platform accounts for: ● Seasonality
  9. 9. Here’s a selection of things our platform accounts for: ● Seasonality ● Changes in demand
  10. 10. Here’s a selection of things our platform accounts for: ● Seasonality ● Changes in demand ● Unanticipated spikes in demand
  11. 11. Here’s a selection of things our platform accounts for: ● Seasonality ● Changes in demand ● Unanticipated spikes in demand ● Algorithm updates
  12. 12. Here’s a selection of things our platform accounts for: ● Seasonality ● Changes in demand ● Unanticipated spikes in demand ● Algorithm updates ● Unrelated sitewide changes
  13. 13. And if you want to learn more... http://www.searchpilot.com/
  14. 14. We’re all bad at SEO1.
  15. 15. Most “best practice” SEO tactics fail @e_mpotter #SMX
  16. 16. The Meta Description
  17. 17. SEO Technical Audit How often have you recommended this?
  18. 18. How often have you recommended this? SEO Technical Audit [Opener] + [Description with primary and secondary keywords] + [CTA]
  19. 19. 91% of meta description changes had no detectable impact
  20. 20. Meta tag Google generated Meta tag Google generated Google generated Google generated We’re seeing this more and more
  21. 21. Why don’t we just remove them?
  22. 22. Removing meta descriptions on pharmacy store website
  23. 23. Removing meta descriptions on pharmacy store website
  24. 24. Result
  25. 25. Swap “best practice” for user approach @e_mpotter #SMX
  26. 26. Result
  27. 27. We’re all bad at SEO meta descriptions1.
  28. 28. 1 - 0 SEOs
  29. 29. We’re all bad at SEO meta descriptions1. Page one is a different ball game2.
  30. 30. For high volume queries, traditional ranking factors matter less in top 5 results
  31. 31. Users are really hard to predict @e_mpotter #SMX
  32. 32. What if we used FAQ schema instead?
  33. 33. What if some SEO at IMDb wanted to do this?
  34. 34. You can only have 1: Rating/Price or FAQ @e_mpotter #SMX
  35. 35. What if some SEO at IMDb wanted to do this?
  36. 36. Results
  37. 37. Results
  38. 38. So what do I do?
  39. 39. Make sure you test which schema is most valuable for your site @e_mpotter #SMX
  40. 40. But what if IMDb did this and hadn’t tested?
  41. 41. Users are really hard to predict @e_mpotter #SMX
  42. 42. Big brands win by not making mistakes
  43. 43. Fixing broken breadcrumb schema https://www.searchpilot.com/people/e-potter Add schema for breadcrumbs
  44. 44. Fixing broken breadcrumb schema https://www.searchpilot.com > About > People Add schema for breadcrumbs
  45. 45. Fixing broken breadcrumb schema
  46. 46. Fixing broken breadcrumb schema
  47. 47. Fixing broken breadcrumb schema
  48. 48. Even previously good changes can become bad @e_mpotter #SMX
  49. 49. So what the f*** happened?
  50. 50. Before After
  51. 51. Before After
  52. 52. Competitors had it
  53. 53. Users are really hard to predict @e_mpotter #SMX
  54. 54. Takeaway Don’t blindly follow “best practice” approaches @e_mpotter #SMX
  55. 55. Takeaway Accept you don’t always know what the results will be and test @e_mpotter #SMX
  56. 56. Takeaway Consider how the change you’re implementing improves your target metric @e_mpotter #SMX
  57. 57. How will this change improve CTRs? Before After
  58. 58. We’re all bad at SEO meta descriptions1. Page one is a different ball game2. Start working with your product teams 3.
  59. 59. For top ranking brands, we don’t actually know what a ranking factor is anymore
  60. 60. Implementing new product page template $60 Shop our over 600 different styles of women’s shoes to complete your wardrobe. We have heels, boots, trainers, and any other type of shoe you could imagine. All our shoes come with free shipping and handling. Dresses Jackets Shoes Activewear Accessories Women's Shoes 654 results New In! Red heels $55 Teal heels Black heels $65
  61. 61. React is a JavaScript framework that is popular with developers
  62. 62. It can create beautiful user experiences
  63. 63. But it can also go wrong...
  64. 64. For this test, nothing visible on the page changed
  65. 65. Just some parts of the the page now utilised React Now loads in React
  66. 66. Just some parts of the the page now utilised React Now loads in React
  67. 67. Two important points
  68. 68. First, the page was server side rendered Now loads in React
  69. 69. Meaning Googlebot doesn’t need to render JavaScript Now loads in React
  70. 70. Second, the JavaScript made the page load faster Now loads in React
  71. 71. Takeaway JavaScript changes made with both users and SEO in mind can be winners @e_mpotter #SMX
  72. 72. Takeaway Work with, instead of against, your product teams @e_mpotter #SMX
  73. 73. We’re all bad at SEO meta descriptions1. Page one is a different ball game2. Start working with your product teams 3. Takeaways4.
  74. 74. Don’t blindly follow “best practice” approaches, most fail Test it. @e_mpotter #SMX
  75. 75. For big brands, ranking factors need not apply Test it. @e_mpotter #SMX
  76. 76. Test it. Instead, follow a user- centric approach to SEO @e_mpotter #SMX
  77. 77. Thanks ! @e_mpotter Slideshare: Danke!

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