SEO as an In-House. Tips, Strategies, Best Practices
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This document provides tips for in-house SEO professionals to maximize their impact. It recommends using data to show the benefits of SEO work and spend SEO efforts wisely. Various techniques are presented such as checking robots.txt files, using tools like Screaming Frog to find issues like incorrect canonicals and redirects, and measuring growth over time to tell the SEO story and leverage successes. The overall message is to find and fix low hanging SEO issues and negotiate for SEO wins by knowing your data and facts.
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SEO as an In-House. Tips, Strategies, Best Practices
- 1. @5le In-House SEO Maximizing Your Impact with SEO Wins Presented by: Eli Schwartz Online Marketing Manager SurveyMonkey
- 2. @5le Show benefits of SEO work
- 3. @5le Spend your SEO capital wisely • Always have data • Non-search marketers don’t know who Matt Cutts is and don’t care what he thinks • Use your own or competitor stats • Wins add to your ‘budget’, losses deplete it
- 4. @5le SEO Survey • Random selection from general US population • Random assignment into 1 of 2 surveys with 16 questions • Survey sent to 3,000 people • Survey was open for 5 days • 615 people participated • Comparison of means over a variety of indicators
- 5. @5le What happens when a search user does not find what they expected on the page? 60% of users bounce
- 6. @5le Do users prefer Google or Bing Google results labeled as Bing Bing results labeled as Google Bing results Google results Conclusion: Users are biased towards Google as a result of the brand
- 7. @5le Impact
- 9. @5le Make tech requests like a native
- 10. @5le Improve your skills • W3schools.com HTML • Kahn Academy Basic programming • CodeAcademy Javascript, Ruby, Python • Community college • Opencourseware from MIT • Create a wordpress blog; edit the theme files
- 11. @5le Negotiate
- 12. @5le Always have a plan B • Align developer goals with yours • Push hard for the primary ask • Keep your compromise options in your back pocket • Be prepared to suggest a gradual roll out
- 13. @5le Check Robots.txt Could this be important? www.irs.gov/robots.txt
- 14. @5le Download landing pages from GA Change to 25 URL will now show: Change to 2500
- 15. @5le Crawl domain with Screaming Frog http://bit.ly/scfrog Optimum settings
- 17. @5le Use Tamper for Redirects issues
- 18. @5le How do engines understand redirects Google • Full value through 301 redirect • Can follow chained redirects up to 4-5 hops • Will consider a 302 to be a 301 if they believe you meant to do a 301 Bing • Full value through a 301 • Really does not like chained redirects • 302 will be considered a 301 after 5 ‘pings’
- 19. @5le Find incorrect canonicals in Excel Excel Formula: IF(A1=B1,TRUE,FALSE) Export Screaming Frog crawl into Excel
- 21. @5le Internal Links Use these tools to find pages without optimized anchor text
- 23. @5le Measure growth Regex: ^ matches the beginning of a word | is “or” $matches the end of word
- 24. @5le Credit where credit is due
- 25. @5le Failure makes you human
- 26. @5le Summary • Demonstrate benefits of SEO • Know your facts and data • Negotiate for wins • Find low hanging SEO fruit Robots 404’s Redirects Canonicals Rankings on the cusp • Tell the SEO story • Leverage your successes
- 27. @5le Thank you! Eli Schwartz, SurveyMonkey eli@surveymonkey.com @5le @surveymonkey
Editor's Notes
- Know your JS, PHP, HTML