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Enterprise SEO Case Studies and Success Strategies

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Enterprise SEO success case studies. How to be a successful SEO in a large company. Includes case studies and key takeaways anyone can use. Tools explained: SearchMetrics, ScreamingFrog, Splunk. This was presented at SMX West 2014

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Enterprise SEO Case Studies and Success Strategies

  1. 1. Follow @5le SEO Success Case Studies SMX West 2014 Presented by: Eli Schwartz Online Marketing Manager, SurveyMonkey
  2. 2. Eli Schwartz SEO @ SurveyMonkey
  3. 3. Small Company
  4. 4. Enterprise
  5. 5. Learn Other Disciplines Other resources • Google Analytics  Avinash Kaushik • SEO  Moz, SearchEngineLand • PPC  PPC Hero Blog • Landing page optimization  Tim Ash • Social  Read Twitter • Email Blogs from: MailChimp, ConstantContact • Display Yahoo • Web development  CodeAcademy, community college TAKE ADVANTAGE
  6. 6. Developers/Engineers/Coders • Understand the technical difficulty of a project • Getting a project scheduled is always a win! • Obtain buy-in by sharing the ownership with a tech stakeholder
  7. 7. Negotiate
  8. 8. Communicate International Considerations Bureaucracy Add world holidays to a shared calendar Include delays in your timeline
  9. 9. Own (or Understand) Global Translations
  10. 10. Evangelize Your Job Function • Lunch and Learn • Daily standups • Team presentations • Monthly updates • Emails about interesting events • Conversion/Revenue • Traffic • Engagement • Email open rates • Use data as win/win • Share successes • Always thank all of those that assist you
  11. 11. Case Studies
  12. 12. Which Social Networks Matter?
  13. 13. Google Plus Crawl Test • New content URL never before seen by Google • Shared via Google Plus • Googlebot arrived in just 6 seconds • Proof that Google Plus has non-social benefits
  14. 14. Google Plus Update Feb 2014 • Same test as previous September • Shared via Google Plus • Googlebot arrived in 12 hours • Proof that Google Plus has non social benefits, but Google….?
  15. 15. Testing 404 Pages • SurveyMonkey blog is a subfolder • Inserted links into 404 page to test: • Nofollows, anchor text, 404 page crawlability and crawl frequency • Developed data that influenced product, engineering, and content projects
  16. 16. Meta Descriptions = Adwords Ad Copy • Used Adwords to test CTR on meta description snippets • Allowed Google to optimize test ad copy vs control to develop optimum organic snippets
  17. 17. PPC/SEO Research to Name Products • Library of survey template questions called “QuestionBank” currently has no search volume • Used SEO/PPC data to come up with search volumes on related queries to develop new naming possibilities
  18. 18. Email/CRM Data VS • Promoted the use of YouTube vs Vimeo in engagement emails to overcome the “chicken and egg” problem on YouTube • Win for Social & CRM • Quickly able to measure impact on landing pages by sending CRM traffic
  19. 19. SurveyMonkey Mobile App Mobile App launched in Feb 2014 • Keyword research • Blog posts • PR • Paid marketing • SEO
  20. 20. Tools (Daily Favorites)
  21. 21. Splunk
  22. 22. Log File Analysis with Splunk • Discover Google crawl activity • Browser errors • Redirects • IP addresses of traffic • Anything you can see in Google Analytics Alternatives: • Fluentd • Excel • Text files
  23. 23. Searchmetrics
  24. 24. Competitive Research Alternatives: SEMrush
  25. 25. Screaming Frog http://bit.ly/scfrog Optimum settings
  26. 26. Site Crawling with ScreamingFrog • Discover orphaned pages • Find multiple redirects • Compare canonicals • Look for broken links • Check index status of specific pages • Build sitemaps • Pre-test landing page URL’s for redirects Alternatives • Xenu link sleuth • Moz • Build you own
  27. 27. Google Suggest via UberSuggest
  28. 28. Research Benefits from UberSuggest • Discover words people are actually typing • Keyword stem ideas • Quickly build lists Alternatives • Brainstorm • Manual Google research • Various keyword tools + Excel
  29. 29. Facebook Interest Relationships
  30. 30. Understand How Google Views Keywords Word has never been used; yet, still ranks
  31. 31. …And How Google Categorizes Keywords Design Recipe Book Brand
  32. 32. 3 Things You Need to Know 1.Forget about short term and negotiate your way to long term wins 2.Learn what you can about marketing disciplines you do not know 3.Test and explore everything
  33. 33. Thank you! Eli Schwartz, SurveyMonkey elis@surveymonkey.com

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