enterprise seo case studies and success strategies
DESCRIPTION
Enterprise SEO success case studies. How to be a successful SEO in a large company. Includes case studies and key takeaways anyone can use. Tools explained: SearchMetrics, ScreamingFrog, Splunk. This was presented at SMX West 2014TRANSCRIPT
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SEO Success Case StudiesSMX West 2014
Presented by: Eli SchwartzOnline Marketing Manager, SurveyMonkey
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Eli Schwartz SEO @ SurveyMonkey
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Small Company
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Enterprise
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Learn Other Disciplines
Other resources• Google Analytics Avinash Kaushik• SEO Moz, SearchEngineLand• PPC PPC Hero Blog• Landing page optimization Tim Ash• Social Read Twitter• Email Blogs from: MailChimp, ConstantContact• Display Yahoo• Web development CodeAcademy, community college
TAKE ADVANTAGE
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Developers/Engineers/Coders
• Understand the technical difficulty of a project
• Getting a project scheduled is always a win!
• Obtain buy-in by sharing the ownership with a tech stakeholder
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Negotiate
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Communicate International Considerations
Bureaucracy
Add world holidays to a shared calendar
Include delays in your timeline
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Own (or Understand) Global Translations
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Evangelize Your Job Function
• Lunch and Learn• Daily standups• Team presentations• Monthly updates• Emails about interesting events
• Conversion/Revenue• Traffic• Engagement• Email open rates• Use data as win/win
• Share successes • Always thank all of those that
assist you
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Case Studies
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Which Social Networks Matter?
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Google Plus Crawl Test
• New content URL never before seen by Google• Shared via Google Plus• Googlebot arrived in just 6 seconds• Proof that Google Plus has non-social benefits
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Google Plus Update Feb 2014
• Same test as previous September• Shared via Google Plus• Googlebot arrived in 12 hours• Proof that Google Plus has non social benefits, but Google….?
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Testing 404 Pages
• SurveyMonkey blog is a subfolder• Inserted links into 404 page to test:
• Nofollows, anchor text, 404 page crawlability and crawl frequency• Developed data that influenced product, engineering, and content projects
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Meta Descriptions = Adwords Ad Copy
• Used Adwords to test CTR on meta description snippets
• Allowed Google to optimize test ad copy vs control to develop optimum organic snippets
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PPC/SEO Research to Name Products
• Library of survey template questions called “QuestionBank” currently has no search volume
• Used SEO/PPC data to come up with search volumes on related queries to develop new naming possibilities
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Email/CRM Data
VS
• Promoted the use of YouTube vs Vimeo in engagement emails to overcome the “chicken and egg” problem on YouTube
• Win for Social & CRM• Quickly able to measure impact on landing pages by sending CRM traffic
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SurveyMonkey Mobile App
Mobile App launched in Feb 2014• Keyword research• Blog posts• PR• Paid marketing• SEO
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Tools (Daily Favorites)
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Splunk
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Log File Analysis with Splunk
• Discover Google crawl activity• Browser errors• Redirects• IP addresses of traffic• Anything you can see in Google Analytics
Alternatives:• Fluentd• Excel• Text files
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Searchmetrics
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Competitive Research
Alternatives: SEMrush
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Site Crawling with ScreamingFrog
• Discover orphaned pages• Find multiple redirects• Compare canonicals• Look for broken links• Check index status of specific pages• Build sitemaps• Pre-test landing page URL’s for redirects
Alternatives• Xenu link sleuth• Moz• Build you own
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Google Suggest via UberSuggest
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Research Benefits from UberSuggest
• Discover words people are actually typing• Keyword stem ideas• Quickly build lists
Alternatives• Brainstorm• Manual Google research• Various keyword tools + Excel
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Facebook Interest Relationships
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Understand How Google Views Keywords
Word has never been used; yet, still ranks
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…And How Google Categorizes Keywords
Design
Recipe
Book
Brand
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3 Things You Need to Know
1.Forget about short term and negotiate your way to long term wins
2.Learn what you can about marketing disciplines you do not know
3.Test and explore everything
