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In-House SEO Strategies - Using Actual Data to be Successful Pubcon Las Vegas 2013


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Presented at Pubcon Las Vegas 2013 on in-house SEO

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In-House SEO Strategies - Using Actual Data to be Successful Pubcon Las Vegas 2013

  1. 1. In-House SEO SEO Data is the Marketing Meth You Can Cook at Your Desk Presented by: Eli Schwartz Online Marketing Manager SurveyMonkey @5le
  2. 2. SEO @ SurveyMonkey @5le
  3. 3. In-House SEO: How Others Think of You @5le
  4. 4. In-House SEO: This Should Be You @5le
  5. 5. Hook Your Co-Workers on SEO Data Meth @5le
  6. 6. Advantages to Using SEO Data • • • • • • LESS dumb questions Impossible rankings Meta keywords Cloaking, hidden links You will be the only SEO expert Other teams might include you in meetings at project start • Make more friends • Work becomes more fun @5le
  7. 7. How to Use SEO Data Effectively • Back up SEO requests with data from YOUR site(s) Don’t trust every blog post that you read • Say “I don’t know” frequently • Share results of any SEO experiment with all stakeholders • Failures reinforce SEO as a marketing effort; not dark art Magicians never screw up • Successes motivate people to help you Thank all the individuals that worked on the project @5le
  8. 8. Where to Get Data? @5le
  9. 9. Case Study: What is the Impact of Social (for SurveyMonkey) • Launched brand new pages on Content URL’s had never been seen before by Google Posted to a single social network immediately after publishing Researched logs to look for same day correlation to Googlebot crawl • Tests: Shared on corporate Google Plus with 1,900 followers Shared on personal Google Plus with 155 followers Shared on corporate Facebook page with 130k fans Shared on personal Facebook stream Shared on corporate Twitter with 11k followers Shared on multiple personal Twitter profiles Tested on links with internal links and those without @5le
  10. 10. Results From Social Test • Googlebot crawled 6 seconds after the Google snippet crawler Facebook Twitter Google+ Crawled ✖ ✖ ✔ Indexed ✖ ✖ ✔ @5le
  11. 11. Case Study: How Does Google Crawl a Site (and others don’t) • Launched a new Turkish language web property • Google crawl order 1. 2. 3. 4. Robots.txt Header links Footer links Internal links over the next 24 hours • Bingbot First URL crawled after almost 2 days Crawl did not begin in earnest until 5th day • Yahoo Slurp Crawled robots.txt after 15 minutes Did not crawl any other pages for 15 days @5le
  12. 12. How Long Did Googlebot Discovery Take? @5le
  13. 13. Case Study: Redirect ALL URL’s to SSL • Product team made the decision to increase security for all customers (SSL) • Required redirecting all pages to https:// from http:// • Plan was to launch in 2 stages 302 redirect – for testing and easy rollback 301 redirect – after successful tests Update canonicals and sitemaps • What happened? On the second day after 302 redirects, Googlebot crawled only https:// URL’s Incorrect canonicals kept the http:// URL’s in the index after the 301 redirects Corrected canonicals swapped out indexed http:// URL’s for https:// in 48 hours @5le
  14. 14. Tools for Collecting SEO Data @5le
  15. 15. ScreamingFrog: Mimic How Google Crawls @5le
  16. 16. Tamper for Redirect Issues @5le
  17. 17. Splunk: Log Analysis @5le
  18. 18. AWStats + “Extra Section” Extra section: @5le
  19. 19. NerdyData: Search Engine for Source Code @5le
  20. 20. Market Research: Learn What Users Think @5le
  21. 21. Summary • Always be testing • Build trust in your abilities by sharing results • Crawl analysis will teach you more about Googlebot than most SEO blogs • Tools: Crawling: Screaming Frog Redirects: Tamper Logs: Splunk, Awstats Code research: NerdyData Market Research: SurveyMonkey Audience • Link bundle here: @5le
  22. 22. Thank you! Eli Schwartz, SurveyMonkey @5le @surveymonkey @5le