seo as an in-house. tips, strategies, best practices
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In-House SEO
Maximizing Your Impact with SEO Wins
Presented by:Eli SchwartzOnline Marketing ManagerSurveyMonkey
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Show benefits of SEO work
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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
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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
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What happens when a search user does not find what they expected on the page?
60% of users bounce
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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
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Impact
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Visualize link explanations
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Make tech requests like a native
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Improve your skills
• W3schools.comHTML
• Kahn AcademyBasic programming
• CodeAcademyJavascript, Ruby, Python
• Community college• Opencourseware from MIT• Create a wordpress blog; edit the theme files
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Negotiate
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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
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Check Robots.txt
Could this be important?
www.irs.gov/robots.txt
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Download landing pages from GA
Change to 25
URL will now show:
Change to 2500
1)2)
3)
4)
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Redirect issues
http://bit.ly/ayima
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Use Tamper for Redirects issues
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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’
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Find incorrect canonicals in Excel
Excel Formula: IF(A1=B1,TRUE,FALSE)
Export Screaming Frog crawl into Excel
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Keyword opportunities
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Internal Links
Use these tools to find pages without optimized anchor text
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Demonstrate ranking complexities
Design
Recipe
Book
Brand
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Measure growth
Regex: ^ matches the beginning of a word| is “or”$matches the end of word
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Credit where credit is due
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Failure makes you human
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Summary
• Demonstrate benefits of SEO• Know your facts and data• Negotiate for wins• Find low hanging SEO fruit
Robots404’sRedirectsCanonicalsRankings on the cusp
• Tell the SEO story• Leverage your successes
