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BrightonSEO 2018- SEO in a Corporate Environment (Liraz Postan)

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SEO in a Corporate Environment- My deck for BrightonSEO 2018 In-house session 3. Enjoy!
if you have any questions, feel free to tweet at @rliraz

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BrightonSEO 2018- SEO in a Corporate Environment (Liraz Postan)

  1. 1. @rliraz By Liraz Postan Sr. SEO and Content Manager SEO in a Corporate Environment
  2. 2. @rliraz Liraz Postan OUTBRAIN SEO in a Corporate Environment @rliraz https://www.slideshare.net/LirazRahmin
  3. 3. @rliraz Nice To Meet You! Married +2 Senior SEO & Content Manager @Outbrain 10 years experience in SEO & Content Previously @: Plarium | 888Holdings | NeoGames
  4. 4. @rliraz CORE PURPOSE OUTBRAIN helps people discover Things that they find interesting.
  5. 5. @rliraz
  6. 6. @rliraz Pipeline Stakeholders Priority Internal politics Bureaucracy
  7. 7. @rliraz Welcome to My Adventure Book
  8. 8. @rliraz You’re going to get us there! RIGHT?
  9. 9. @rliraz Everybody Wants to get to Paradise Falls RIGHT?
  10. 10. @rliraz But… Can I do it alone? ? ? ?
  11. 11. @rliraz The Process UX Content CRO BI Support Email Marketing Dev Social CI Adwords Amplify Internal Education
  12. 12. @rliraz TaskForce Each team gets its own tasks to work on
  13. 13. @rliraz TaskForce
  14. 14. @rliraz Internal Education
  15. 15. @rliraz OUTBRAIN IS EVERYWHERE
  16. 16. @rliraz “What is SEO” Sessions
  17. 17. @rliraz The Process UX Content CRO BI Support Email Marketing Dev Social CI Adwords Amplify Internal Education
  18. 18. @rliraz Use of BI and Data Analysis
  19. 19. @rliraz Use of BI and Data Analysis Use Data!
  20. 20. @rliraz Use of BI and Data Analysis
  21. 21. @rliraz Content Strategy
  22. 22. @rliraz What is the right focus? Our top performing article: Top 2nd Page – Organic Highest Organic Conversions Lowest LTV
  23. 23. @rliraz What is the right focus? Advanced savvy marketers Best Practices Trends SolutionsEducate How-to Guides What Is… ? Tips Case Studies New Features Data Marketing BuzzWords Viral Videos Influences Best Practices Webinars
  24. 24. @rliraz Create the perfect content mix
  25. 25. @rliraz • Engage your top organic traffic • Lead them to the next stop • Turn reader to customers The Right Content Journeys
  26. 26. @rliraz DEV
  27. 27. @rliraz Tasks Fully detailed and explained Measure Always show the impact Learn Educate your Dev about recent Google updates and learn from your dev about recent tech changes What a Dev Needs… What a Dev Wants
  28. 28. @rliraz Support & Customer Success Teams
  29. 29. @rliraz Expose our content to new and returning clients Emailing Updating our outreach emails with new and updated content Search Engines Updating content and pages on our FAQ section Internal pages Navigation Highlight new pages on: ● Top navigation ● Footer ● Side bar FAQs What are our clients Questions: Can we solve it through content?
  30. 30. @rliraz Old Vs. New
  31. 31. @rliraz Results In Less than 2 months 55%+ Organic Traffic
  32. 32. @rliraz Paid media Experts
  33. 33. @rliraz Exposing New Content Avg. CPC $0.92 +50 Premium Publishers Advanced Targeting +76% Conversion Uplift M/M +196% Organic Traffic
  34. 34. @rliraz Using a proper content landing page with AdWords QS Improved from 3 To 7 Conversions x3 Meta Testing
  35. 35. @rliraz UX and CRO
  36. 36. @rliraz 36 UX
  37. 37. @rliraz UX- using heatmaps
  38. 38. @rliraz What about off page??
  39. 39. @rliraz Earning links strategy Solve Problems Answer Qs through content and rank up Data Useful data creation to pitch journalists Viral Identify opportunities to create amazing content Linkable Content Creating visuals and easy-to-share assets
  40. 40. @rliraz The Process UX Content CRO BI Support Email Marketing Dev Social CI Adwords Amplify Internal Education
  41. 41. @rliraz LESSON LEARNED Let Your Data Shine Don’t Work in a Bubble Solve Client’s Pain Using Content Know What Type of Clients Coming From Your Content
  42. 42. @rliraz
  43. 43. @rliraz@rliraz Thank You

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