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How to create a love story between SEO & Product

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Mobile first, content creation, search engine bots... 2 members of the liligo.com SEO & Content Marketing team will explain, with practical examples and real experiences, how they build synergies between SEO and Product development.

Published in: Marketing
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How to create a love story between SEO & Product

  1. 1. How to create a love story between SEO & Product Miguel Miranda & Thomas Kieffer Startup Safary Budapest 2018
  2. 2. Who are we? Miguel Miranda SEO & Content Marketing From Spain Working at Liligo for 5 years Thomas Kieffer SEO Content Editor From France Working at Liligo for 1 year
  3. 3. Meta search engine since 2006 #1 in France Compare: ➔ Flights ➔ Car rental ➔ Hotels ➔ Trains, Buses, Car-sharing What is liligo?
  4. 4. ➔ Budapest: 45 people ➔ Barcelona: 6 people ➔ Paris: 8 people Where are we?
  5. 5. Why SEO is important for liligo?
  6. 6. Why this presentation?
  7. 7. Because there are SEO-Product challenges
  8. 8. Mobile
  9. 9. We are in a Mobile First World
  10. 10. We are in a Mobile First World
  11. 11. BEFORE Google was ranking the sites based on the desktop version With a Mobile First Index
  12. 12. NOW Google has started to primarily use the mobile version of a page for ranking it With a Mobile First Index
  13. 13. Your website has to be ready!
  14. 14. Which mobile set up to choose for your site? ➔ Responsive ➔ Dynamic serving ➔ Dedicated URL How to adapt your site?
  15. 15. ➔ Easier SEO ➔ Difficult to optimize the performance Responsive site
  16. 16. ➔ Higher conversion (usually) ➔ More difficult SEO Dedicated URLs
  17. 17. ➔ Same URL but different HTML ➔ Intermediate solution Dynamic serving
  18. 18. Another challenge: the content
  19. 19. ➔ Content for people or for search engine bots? ➔ Keywords or natural writing? ➔ Content for ranking or for converting? Content
  20. 20. SEO point of view: ➔ Keywords integration ➔ Semantic fields ➔ Internal linking Content
  21. 21. Product point of view: ➔ Think like the user ➔ More and more questions are asked by users ➔ Increase conversion rate Content
  22. 22. So... what to do?
  23. 23. Integrate SEO into your product development strategy
  24. 24. Product vs. SEO
  25. 25. How? ➔ Explain and justify ➔ Ask, listen and learn Integrate SEO + Product
  26. 26. In SEO it is not only what you do, it is also explaining and justifying what you do Explain and justify
  27. 27. Always create business cases “Why doing this? Because it is estimated to have a business impact of...” Explain and justify
  28. 28. Be data driven “I believe this action is good…” vs. “According to the analysis, this action can have this impact…” Explain and justify
  29. 29. ➔ Several advices/ideas worth more than just one! ➔ Work with other teams to create synergies Ask, listen and learn
  30. 30. Solving the SEO-Product challenges
  31. 31. SEO into Product: Mobile
  32. 32. ➔ Separate mobile subdomain for the homepage ➔ SEO risk with Mobile First Index What to do? Mobile: the Liligo case
  33. 33. SEO Analysis ➔ We should use responsive design for the page Mobile: the Liligo case
  34. 34. Business case ➔ Expected positive SEO impact ➔ Expected negative impact in conversion ➔ Overall positive impact Mobile: the Liligo case
  35. 35. ➔ Responsive homepage ➔ Overall positive impact, indeed! ➔ Ready for Mobile First Index Mobile: the Liligo case
  36. 36. Product into SEO: Content
  37. 37. We integrate product way of thinking into SEO improvement But how? Content: the Liligo case
  38. 38. Testing the CTR (Click Through Rate): Multivariate meta title testing Content: the Liligo case
  39. 39. How did we do it? ➔ 2 groups of 10 URLs ➔ Same number of impressions ➔ 2 variations: ◆ Original meta title ◆ New meta title Content: the Liligo case
  40. 40. Why the meta title? ➔ Product: ◆ First contact with customers ◆ Putting the advantage of the service in front Content: the Liligo case
  41. 41. Why the meta title? ➔ SEO: ◆ Main keyword has to appear in the title ◆ Controlling the length ◆ Ranking factor Content: the Liligo case
  42. 42. The test
  43. 43. Variable 1 (original): ➔ Long title ➔ No advantages put on front ➔ Too simple punctuation ➔ Not customer friendly Content: the Liligo case
  44. 44. Variable 2 (new): ➔ Short and straight forward title ➔ Advantages put on front (price) ➔ Simple punctuation but with clear branding ➔ Customer friendly Content: the Liligo case
  45. 45. Results after few weeks: ➔ Variable 2 increase by 20% vs. Variable 1 Content: the Liligo case
  46. 46. What did we learn from this test? Content: the Liligo case small details can make BIG DIFFERENCES!
  47. 47. A love story is possible between SEO and Product!
  48. 48. https://imgflip.com/memegenerator http://gs.statcounter.com/ https://developers.google.com/ https://www.thinkwithgoogle.com/ https://www.flaticon.com/ https://www.semrush.com/ http://www.eskimoz.fr/ Resources

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