how to inject seo into your organizations dna
TRANSCRIPT
searchmarketingexpo.com+MicahFisher-Kirshner
#SMX #14a
Zazzle
A community marketplace where you
can collaborate with makers & designers to make almost anything
searchmarketingexpo.com+MicahFisher-Kirshner
#SMX #14a
Zazzle
A community marketplace where you
can collaborate with makers & designers to make almost anything
Micah
The senior SEO manager working behind the
scenes to rank above you in search on almost
anything
searchmarketingexpo.com+MicahFisher-Kirshner
#SMX #14a
Last minute changes to a page design?
Have you had to deal with
searchmarketingexpo.com+MicahFisher-Kirshner
#SMX #14a
Needing to change a 302
to a 301?
Have you had to deal with
searchmarketingexpo.com+MicahFisher-Kirshner
#SMX #14a
Not having page level
data?
Have you had to deal with
searchmarketingexpo.com+MicahFisher-Kirshner
#SMX #14a
These stem from not knowing the importance of the minutiae
Last minute changes to a page design
[“]It doesn’t matter if the user can only see the text in an image, who would care about copying that text, it’s
an edge case[“]
Needing to change a 302 to a 301
[“]Yeah, it means temporarily gone, but
people really won’t know that and it’s easier to
implement than the correct 301 permanently moved[“]
searchmarketingexpo.com+MicahFisher-Kirshner
#SMX #14a
Not having page level data
[“]Naming the page to something else is
sufficient, who really needs to know the
minutiae of whether there is a parameter added at
the end[“]
SEO
SEO
SEO
SEO
SEO
SEO
FE Eng
IT
Social
Copy
PM
Design
Guess what channel owns the web?
searchmarketingexpo.com+MicahFisher-Kirshner
#SMX #14a
[FUNNEL HERE]
Minimize The Work That
Gets Redone
The higher up in the funnel, the less the need to re-work on success
searchmarketingexpo.com+MicahFisher-Kirshner
#SMX #14a
1. Explain the importance minutiae2. Work with everyone3. Create a T-shaped company4. Leverage project success that often
depends on SEO5. Insert SEO higher up the project
funnel
Your Action Items
searchmarketingexpo.com+MicahFisher-Kirshner
#SMX #14a
Good Success
People coming to your desk for project questions
searchmarketingexpo.com+MicahFisher-Kirshner
#SMX #14a
Great Success
People coming with ideas that makes you jealous
you didn’t think of it first
searchmarketingexpo.com+MicahFisher-Kirshner
#SMX #14a
That page needs to have a meta noindexed tag with a
meta follow tag to stop having duplicate content while allowing the bot to
crawl the links on the page
searchmarketingexpo.com+MicahFisher-Kirshner
#SMX #14a
By implementing this specific tag, we will prohibitGoogle from showing the wrong page and
confusing people. At the same time, it will allow Google to find more pages to show to the world.
Fine, explain each jargon used while talking:
By adding “noindex, follow”:
1) Noindex prohibits Google from showing the world that page,
2) Stops duplicating content, which stops confusing people,
3) and follow will keep the bot crawling the links, aka letting Google to continue viewingadditional pages from that page
searchmarketingexpo.com+MicahFisher-Kirshner
#SMX #14a
1. Imagine explaining to your parents2. Be excited like NDGT in your
explanations3. Translate your jargon as you explain4. Get a swear jar and fund things you
are against5. Create your own personal dictionary
Your Action Items
searchmarketingexpo.com+MicahFisher-Kirshner
#SMX #14a
Great Success
Using multiple group jargons in the same meeting and all
understanding you
searchmarketingexpo.com+MicahFisher-Kirshner
#SMX #14a
Can’t have a block of text high up on the page?
searchmarketingexpo.com+MicahFisher-Kirshner
#SMX #14a
1.Keep calm when presenting your points
2.Have many options available3.Prove your work4.Learn other team concerns5.Help the other team with their
projects
Your Action Items