Pinterest’s Casey Winters cracks the SEO code and shares actionable tips to dominate search engines. Traction Conf Vancouver 2015 - http://tractionconf.io.

1. SEO
Is
Dead?
Casey
Winters
PM
Growth
@
Pinterest
@onecaseman
caseyaccidental.com

2. Is
SEO
s>ll
an
important
growth
channel?
Casey
Winters
|
@onecaseman
|
caseyaccidental.com

3. Why
could
it
maCer?
• One
of
a
few
channels
with
true
scale
• Only
cost
is
engineering
opportunity
cost
Casey
Winters
|
@onecaseman
|
caseyaccidental.com

4. How
do
you
priori>ze
SEO?
Casey
Winters
|
@onecaseman
|
caseyaccidental.com

5. How
do
you
know
what
box
you’re
in?
• Who?
• What?
• When?
• Where?
• How?
GrubHub,
every
restaurant
name
food,
delivery,
Chinese,
indian,
menus
breakfast,
lunch,
dinner,
late
night
Vancouver,
University
of
BC,
Kitsilano
Online
ordering,
mobile
app
Casey
Winters
|
@onecaseman
|
caseyaccidental.com

6. Now
test
for
search
volume
and
compe>>veness
Casey
Winters
|
@onecaseman
|
caseyaccidental.com

7. What
is
good
SEO?
• Short
answer:
really
good
landing
pages
• Long
answer:
relevant
and
authorita>ve
Casey
Winters
|
@onecaseman
|
caseyaccidental.com

8. Relevance:
On
Page
Factors
• Title
tags
• HTML
tags
• Text
• URL
• Uniqueness
• Freshness
• Where
keywords
are
located
• Diversity
of
content
types
• Number
of
links
on
the
page
• Ad
blocks
on
the
page
Casey
Winters
|
@onecaseman
|
caseyaccidental.com

9. Authority:
Off
Page
Factors
• Quan>ty
of
external
links
• Quality
of
external
links
• Anchor
text
of
links
• Metrics
from
search
engines
e.g.
bounce
rate
and
CTR
• Content
area
of
external
links
• Diversity
of
link
types
Casey
Winters
|
@onecaseman
|
caseyaccidental.com

10. Prequisites:
Discoverability
and
Readability
• Search
engines
use
spiders
or
crawlers
to
DISCOVER
pages
across
the
web
• They
READ
any
content
they
find
on
those
pages
– Text
– Flash
– JavaScript
– AJAX
– Images
– Video
• So,
in
order
to
succeed
you
need
to
be
DISCOVERABLE
and
READABLE
Casey
Winters
|
@onecaseman
|
caseyaccidental.com

11. You’re
bought
in:
What’s
next?
• SEO
is
engineering/product
driven
• Change
your
site
to
improve
• Do
experiments
– Adding
content
/
pages
– Improving
uniqueness
– Helping
search
engines
find
your
content
• You
can’t
experiment
on
aCrac>ng
links
Casey
Winters
|
@onecaseman
|
caseyaccidental.com

12. I
only
have
a
mobile
app.
Should
I
care?
Casey
Winters
|
@onecaseman
|
caseyaccidental.com

13. Obligatory
Connec>ng
Slide
• Connect
with
me
on
TwiCer:
@onecaseman
• Read
my
blog:
caseyaccidental.com
• Work
me
at
about.pinterest.com/careers
• Use
Pinterest
heavily
so
I
can
keep
my
job
Casey
Winters
|
@onecaseman
|
caseyaccidental.com