Pubcon 2018 Enterprise in-house SEO

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Presented by: Eli Schwartz
Director of Growth, SurveyMonkey
BECOME AN SEO MASTER WITH
TESTING AND EXPERIMENTATION

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“Social media has a
huge impact on
SEO”

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“We need to
optimize our meta
keywords”

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“Bing is making a
comeback”

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“Marketing doesn’t
get to tell
engineers what to
do”

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“Why are we not
outranking CNN”

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“It’s been 3 weeks,
where is the
progress?”

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Here’s what you are missing

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Use authority to become an expert

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I accidentally became an expert

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What can you test?
EVERYTHING?

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Let’s talk about some concepts
– No follow vs follow
– 301 vs 302
– Title tag length
– Javascript or no Javascript
– H1 vs H2
– Page speed

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You can even challenge core beliefs
• Do links matter
• Does mobile matter
• Is Bing better for you

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Find a target
• Take 30 seconds to write one down, hold that
thought

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The basics of SEO testing

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Include others in the test plan

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• Write a hypothesis:
– Traffic will go up
– Traffic will go down
– No impact
– A page will be discovered
– Site will be penalized

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• How are we going to test it?
– Update a title tag
– Release a new page
– Implement script via GTM
– Deindex page

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• How and WHEN are you are going to measure?
– Revenue
– Conversions
– Traffic
– Rankings
• 2 weeks?
• 6 months?

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Primer on scientific testing

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Share the results in complete data rich
detail

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Tools
• A log
tool/Oncrawl
• Google Search
Console
• Data Studio
• Google Sheets
• Ahrefs/SEMRush

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Known side effects
• Hippos take credit for your stuff
• Testing is addictive
• You will make more $$

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Thank you!
elis@surveymonkey.com
Find me on LinkedIn

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