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[Final] Women in Tech SEO - Emily Potter - 2020

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Deck for 2020 WTS Festival in London

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[Final] Women in Tech SEO - Emily Potter - 2020

  1. 1. @e_mpotter SearchPilot (formerly DistilledODN)
  2. 2. FAILED
  3. 3. Year entered the SEO industry: 2013 2005 2018
  4. 4. We’re all bad at SEO1. Getting to page one is the easy part2. Start working with your product teams 3. Takeaways4.
  5. 5. Most “best practice” SEO tactics fail @e_mpotter #WTSFest
  6. 6. Example one: Meta descriptions
  7. 7. SEO Technical Audit How often have you recommended this?
  8. 8. How often have you recommended this? SEO Technical Audit [Opener] + [Description with primary and secondary keywords] + [CTA]
  9. 9. And then made a spreadsheet like this?
  10. 10. 91% of meta description changes had no detectable impact
  11. 11. Custom Not custom Custom Not custom Not custom Not custom We’re seeing this more and more
  12. 12. Why don’t we just remove them?
  13. 13. Removing meta descriptions on pharmacy store website
  14. 14. Removing meta descriptions on pharmacy store website
  15. 15. Result
  16. 16. Swap “best practice” for user approach @e_mpotter #WTSFest
  17. 17. We’re all bad at SEO meta descriptions1.
  18. 18. We’re all bad at SEO1. Getting to page one is the easy part2.
  19. 19. For high volume queries, traditional ranking factors matter less in top 5 results
  20. 20. Users are really hard to predict @e_mpotter #WTSFest
  21. 21. FAQ SCHEMA!
  22. 22. What if we used FAQ schema instead?
  23. 23. What if some SEO at IMDb wanted to do this?
  24. 24. You can only have 1: Rating/Price or FAQ @e_mpotter #WTSFest
  25. 25. What if some SEO at IMDb wanted to do this?
  26. 26. Results
  27. 27. Make sure you test which schema is most valuable for your site @e_mpotter #WTSFest
  28. 28. But what if IMDb did this and hadn’t tested?
  29. 29. Big brands win by not making mistakes
  30. 30. Fixing broken breadcrumb schema https://www.searchpilot.com/people/e-potter Add schema for breadcrumbs
  31. 31. Fixing broken breadcrumb schema https://www.searchpilot.com > About > People Add schema for breadcrumbs
  32. 32. Fixing broken breadcrumb schema
  33. 33. Fixing broken breadcrumb schema
  34. 34. Fixing broken breadcrumb schema
  35. 35. Even previously good changes can become bad @e_mpotter #WTSFest
  36. 36. So what the f*** happened?
  37. 37. CTR
  38. 38. Before After
  39. 39. Before After
  40. 40. Competitors had it
  41. 41. Users are really hard to predict @e_mpotter #WTSFest
  42. 42. Takeaway Don’t blindly follow “best practice” approaches @e_mpotter #WTSFest
  43. 43. Takeaway Accept you don’t always know what the results will be and test @e_mpotter #WTSFest
  44. 44. Takeaway Consider how the change you’re implementing improves your target metric @e_mpotter #WTSFest
  45. 45. How will this change improve CTRs? Before After
  46. 46. We’re all bad at SEO1. Getting to page one is the easy part2. Start working with your product teams 3.
  47. 47. For top ranking brands, we don’t actually know what a ranking factor is anymore
  48. 48. 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
  49. 49. React is a JavaScript framework that is popular with developers
  50. 50. It can create beautiful user experiences
  51. 51. But it can also go wrong...
  52. 52. For this test, nothing visible on the page changed
  53. 53. Just some parts of the the page now utilised React Now loads in React
  54. 54. Just some parts of the the page now utilised React Now loads in React
  55. 55. W.T.F!! !
  56. 56. Two important points
  57. 57. First, the page was server side rendered Now loads in React
  58. 58. Meaning Googlebot doesn’t need to render JavaScript Now loads in React
  59. 59. This site implemented JavaScript correctly
  60. 60. Second, the JavaScript made the page load faster Now loads in React
  61. 61. Takeaway JavaScript changes made with both users and SEO in mind can be winners @e_mpotter #WTSFest
  62. 62. Takeaway Work with your product teams, to make sure you both of you don’t screw up @e_mpotter #WTSFest
  63. 63. We’re all bad at SEO1. Getting to page one is the easy part2. Start working with your product teams 3. Takeaways4.
  64. 64. Don’t blindly follow “best practice” approaches, most fail Test it. @e_mpotter #WTSFest
  65. 65. For big brands, ranking factors need not apply Test it. @e_mpotter #WTSFest
  66. 66. Test it. Instead, follow a user- centric approach to SEO @e_mpotter #WTSFest
  67. 67. Thanks ! @e_mpotter

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