enterprise seo in-house winning with influence and authority

#SMX #22a @5le

Eli Schwartz, SurveyMonkey

Enterprise SEO – Winning doesn’t happen by itself

Director of Organic Product @ SurveyMonkey

A decade - plus leading SEO

Spent 2 years in Asia leading APAC marketing

Global speaker and trainer on SEO topics

Writer for multiple industry search blogs

Thought leader on technical and international SEO

Where does SEO sit in your organization?

#SMX #22a @5le

Typical SEO team layouts

SEO

Product Marketing

/Content

Engineering

#SMX #22a @5le

We are artists not builders

#SMX #22a @5le

We are artists not builders

#SMX #22a @5le

Agency In-house

Plans

Strategy

Direction

Audits

Quarterly reviews

Report delivery

Check-in calls

Maintain the business

Enterprise in-house SEO differs from agency

Long view

ROI

Relationships

Multiple responsibilities

Deep domain understanding

Look to get promoted

Share price (company growth)

#SMX #22a @5le

Influence pays the bills

#SMX #22a @5le

Influence pays the bills

#SMX #22a @5le

Share these #SMXInsights on your social channels!

#SMXInsights

Enterprise SEO’s don’t get paid to deliver

slide decks

– We need results and that comes from others

helping!

#SMX #22a @5le

This is your challenge

#SMX #22a @5le

• Show why you are the expert

• Bring knowledge and run experiments

• SEO is an art mixed with science

• SEO helps others to be successful

• SEO requires a domain expert

• SEO is not set it and forget it

• SEO is valuable

To win you need to build a reputation

#SMX #22a @5le

#SMX #22a @5le

Share these #SMXInsights on your social channels!

#SMXInsights

Challenge everything you read with a test

– Don’t assume it is true even if Google

says it is

#SMX #22a @5le

Examples of expertise building from testing

#SMX #22a @5le

Examples of expertise building from testing

#SMX #22a @5le

• Make tests quantifiable and prioritize on impact

• Sell with a plan A and plan B

• Test with other people as a part of the testing plan

• Share out emails announcing successes

• Track changes

• Give credit to everyone

• Use $$$ for ROI whenever possible

Best practices for experiments

#SMX #22a @5le

• Make tests quantifiable and prioritize on impact

• Sell with a plan A and plan B

• Test with other people as a part of the testing plan

• Share out emails announcing successes

• Track changes

• Give credit to everyone

• Use $$$ for ROI whenever possible

Best practices for experiments

CTR

LTV

CAC

ROAS

#SMX #22a @5le

Test plan

#SMX #22a @5le

Test plan

#SMX #22a @5le

Share these #SMXInsights on your social channels!

#SMXInsights

Use experiments to learn and let others

take the win

– Winning opens up the door to more

winning

#SMX #22a @5le

• Content

• Crosslinks

• Meta data

• Site architecture

• Nofollow/nolinks

• Image search

• ASO

Areas you can test

#SMX #22a @5le

• Content

• Crosslinks

• Meta data

• Site architecture

• Nofollow/nolinks

• Image search

• ASO

• A tweet from Google

Areas you can test

Examples

#SMX #22a @5le

Titles

#SMX #22a @5le

Meta description

#SMX #22a @5le

Inbound links

#SMX #22a @5le

Crosslinks

#SMX #22a @5le

Broad content

#SMX #22a @5le

ASO

#SMX #22a @5le

• EARN your expert title

• Always be testing

• Don’t seek the spotlight and it will come

• Use hard metrics and $

• Bring others along for the ride and you will be the hero

Go forth and execute

#SMX #22a @5le

Who built the Guggenheim in NYC?

#SMX #22a @5le

Share these #SMXInsights on your social channels!

#SMXInsights

Architects build buildings

– Be the architect not the bricklayer

#SMX #22a @5le

LEARN MORE: UPCOMING @SMX EVENTS

THANK YOU!

Feel free to get in touch with questions@5le

or LinkedIn

SEE YOU AT THE NEXT #SMX