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MARCH 3, 2015
Injecting SEO Into
Your Organization’s
DNA
Micah Fisher-Kirshner
Senior SEO Manager
+MicahFisher-Kirshner
searchmarketingexpo.com
+MicahFisher-Kirshner
#SMX #XXa
Zazzle
A community
marketplace where you
can collaborate with
make...
searchmarketingexpo.com
+MicahFisher-Kirshner
#SMX #XXa
Zazzle
A community
marketplace where you
can collaborate with
make...
SEO
Shouldn’t
Exist
searchmarketingexpo.com
+MicahFisher-Kirshner
#SMX #XXa
searchmarketingexpo.com
+MicahFisher-Kirshner
#SMX #XXa
searchmarketingexpo.com
+MicahFisher-Kirshner
#SMX #XXa
Last minute
changes to a
page design?
Have you had to deal with
searchmarketingexpo.com
+MicahFisher-Kirshner
#SMX #XXa
Needing to
change a 302
to a 301?
Have you had to deal with
searchmarketingexpo.com
+MicahFisher-Kirshner
#SMX #XXa
Not having
page level
data?
Have you had to deal with
searchmarketingexpo.com
+MicahFisher-Kirshner
#SMX #XXa
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 ab...
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
...
searchmarketingexpo.com
+MicahFisher-Kirshner
#SMX #XXa
Not having page
level data
[“]Naming the page to
something else is...
SEO
SEO
SEO
SEO
SEO
SEO
FE Eng
IT
Social
Copy
PM
Design
Really?!
Yes,
really!
Guess what channel owns
the web?
searchmarketingexpo.com
+MicahFisher-Kirshner
#SMX #XXa
[FUNNEL HERE]
Minimize The Work That
Gets Redone
The higher up in ...
searchmarketingexpo.com
+MicahFisher-Kirshner
#SMX #XXa
1. Explain the importance minutiae
2. Work with everyone
3. Create...
searchmarketingexpo.com
+MicahFisher-Kirshner
#SMX #XXa
Good Success
People coming to your
desk for project questions
searchmarketingexpo.com
+MicahFisher-Kirshner
#SMX #XXa
Great Success
People coming with ideas
that makes you jealous
you ...
searchmarketingexpo.com
+MicahFisher-Kirshner
#SMX #XXa
Jargon is in
our DNA genes
searchmarketingexpo.com
+MicahFisher-Kirshner
#SMX #XXa
That page needs to have a
meta noindexed tag with a
meta follow ta...
searchmarketingexpo.com
+MicahFisher-Kirshner
#SMX #XXa
By implementing this specific tag, we will prohibit
Google from sh...
Ask Yourself:
Would your parents get it?
But I’ve
tried and
failed
multiple
times!
Fine, explain each
jargon used while
talking:
By adding “noindex, follow”:
1) Noindex prohibits Google
from showing the wo...
Something
Funny
Something
Serious
searchmarketingexpo.com
+MicahFisher-Kirshner
#SMX #XXa
1. Imagine explaining to your parents
2. Be excited like NDGT in y...
searchmarketingexpo.com
+MicahFisher-Kirshner
#SMX #XXa
Good Success
Learning their jargon
searchmarketingexpo.com
+MicahFisher-Kirshner
#SMX #XXa
Great Success
Using multiple group jargons
in the same meeting and...
searchmarketingexpo.com
+MicahFisher-Kirshner
#SMX #XXa
Don’t let perfect
be the enemy of good
searchmarketingexpo.com
+MicahFisher-Kirshner
#SMX #XXa
Can’t have a block of text high up
on the page?
searchmarketingexpo.com
+MicahFisher-Kirshner
#SMX #XXa
searchmarketingexpo.com
+MicahFisher-Kirshner
#SMX #XXa
searchmarketingexpo.com
+MicahFisher-Kirshner
#SMX #XXa
Understand
Other
Team
Concerns
Are they resource
constrained?
Are they cynical about
work getting done?
Do they doubt your
competency?
searchmarketingexpo.com
+MicahFisher-Kirshner
#SMX #XXa
1.Keep calm when presenting your
points
2.Have many options availa...
searchmarketingexpo.com
+MicahFisher-Kirshner
#SMX #XXa
Good Success
Integrated teams
searchmarketingexpo.com
+MicahFisher-Kirshner
#SMX #XXa
Great Success
We are all out of a job
searchmarketingexpo.com
+MicahFisher-Kirshner
#SMX #XXa
Injecting SEO into Your Organization's DNA at SMX West 2015 by Micah Fisher-Kirshner
Injecting SEO into Your Organization's DNA at SMX West 2015 by Micah Fisher-Kirshner
Injecting SEO into Your Organization's DNA at SMX West 2015 by Micah Fisher-Kirshner
Injecting SEO into Your Organization's DNA at SMX West 2015 by Micah Fisher-Kirshner
Injecting SEO into Your Organization's DNA at SMX West 2015 by Micah Fisher-Kirshner
Injecting SEO into Your Organization's DNA at SMX West 2015 by Micah Fisher-Kirshner
Injecting SEO into Your Organization's DNA at SMX West 2015 by Micah Fisher-Kirshner
Injecting SEO into Your Organization's DNA at SMX West 2015 by Micah Fisher-Kirshner
Injecting SEO into Your Organization's DNA at SMX West 2015 by Micah Fisher-Kirshner
Injecting SEO into Your Organization's DNA at SMX West 2015 by Micah Fisher-Kirshner
Injecting SEO into Your Organization's DNA at SMX West 2015 by Micah Fisher-Kirshner
Injecting SEO into Your Organization's DNA at SMX West 2015 by Micah Fisher-Kirshner
Injecting SEO into Your Organization's DNA at SMX West 2015 by Micah Fisher-Kirshner
Injecting SEO into Your Organization's DNA at SMX West 2015 by Micah Fisher-Kirshner
Injecting SEO into Your Organization's DNA at SMX West 2015 by Micah Fisher-Kirshner
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A TED Talk style presentation on how to inject SEO into your organization's DNA at SMX West 2015 by Micah Fisher-Kirshner.

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Injecting SEO into Your Organization's DNA at SMX West 2015 by Micah Fisher-Kirshner

  1. 1. MARCH 3, 2015 Injecting SEO Into Your Organization’s DNA Micah Fisher-Kirshner Senior SEO Manager +MicahFisher-Kirshner
  2. 2. searchmarketingexpo.com +MicahFisher-Kirshner #SMX #XXa Zazzle A community marketplace where you can collaborate with makers & designers to make almost anything
  3. 3. searchmarketingexpo.com +MicahFisher-Kirshner #SMX #XXa 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
  4. 4. SEO Shouldn’t Exist
  5. 5. searchmarketingexpo.com +MicahFisher-Kirshner #SMX #XXa
  6. 6. searchmarketingexpo.com +MicahFisher-Kirshner #SMX #XXa
  7. 7. searchmarketingexpo.com +MicahFisher-Kirshner #SMX #XXa Last minute changes to a page design? Have you had to deal with
  8. 8. searchmarketingexpo.com +MicahFisher-Kirshner #SMX #XXa Needing to change a 302 to a 301? Have you had to deal with
  9. 9. searchmarketingexpo.com +MicahFisher-Kirshner #SMX #XXa Not having page level data? Have you had to deal with
  10. 10. searchmarketingexpo.com +MicahFisher-Kirshner #SMX #XXa These stem from not knowing the importance of the minutiae
  11. 11. 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[“]
  12. 12. 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[“]
  13. 13. searchmarketingexpo.com +MicahFisher-Kirshner #SMX #XXa 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[“]
  14. 14. SEO SEO SEO SEO SEO SEO
  15. 15. FE Eng IT Social Copy PM Design
  16. 16. Really?!
  17. 17. Yes, really!
  18. 18. Guess what channel owns the web?
  19. 19. searchmarketingexpo.com +MicahFisher-Kirshner #SMX #XXa [FUNNEL HERE] Minimize The Work That Gets Redone The higher up in the funnel, the less the need to re-work on success
  20. 20. searchmarketingexpo.com +MicahFisher-Kirshner #SMX #XXa 1. Explain the importance minutiae 2. Work with everyone 3. Create a T-shaped company 4. Leverage project success that often depends on SEO 5. Insert SEO higher up the project funnel Your Action Items
  21. 21. searchmarketingexpo.com +MicahFisher-Kirshner #SMX #XXa Good Success People coming to your desk for project questions
  22. 22. searchmarketingexpo.com +MicahFisher-Kirshner #SMX #XXa Great Success People coming with ideas that makes you jealous you didn’t think of it first
  23. 23. searchmarketingexpo.com +MicahFisher-Kirshner #SMX #XXa Jargon is in our DNA genes
  24. 24. searchmarketingexpo.com +MicahFisher-Kirshner #SMX #XXa 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
  25. 25. searchmarketingexpo.com +MicahFisher-Kirshner #SMX #XXa By implementing this specific tag, we will prohibit Google 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.
  26. 26. Ask Yourself: Would your parents get it?
  27. 27. But I’ve tried and failed multiple times!
  28. 28. 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 viewing additional pages from that page
  29. 29. Something Funny Something Serious
  30. 30. searchmarketingexpo.com +MicahFisher-Kirshner #SMX #XXa 1. Imagine explaining to your parents 2. Be excited like NDGT in your explanations 3. Translate your jargon as you explain 4. Get a swear jar and fund things you are against 5. Create your own personal dictionary Your Action Items
  31. 31. searchmarketingexpo.com +MicahFisher-Kirshner #SMX #XXa Good Success Learning their jargon
  32. 32. searchmarketingexpo.com +MicahFisher-Kirshner #SMX #XXa Great Success Using multiple group jargons in the same meeting and all understanding you
  33. 33. searchmarketingexpo.com +MicahFisher-Kirshner #SMX #XXa Don’t let perfect be the enemy of good
  34. 34. searchmarketingexpo.com +MicahFisher-Kirshner #SMX #XXa Can’t have a block of text high up on the page?
  35. 35. searchmarketingexpo.com +MicahFisher-Kirshner #SMX #XXa
  36. 36. searchmarketingexpo.com +MicahFisher-Kirshner #SMX #XXa
  37. 37. searchmarketingexpo.com +MicahFisher-Kirshner #SMX #XXa Understand Other Team Concerns
  38. 38. Are they resource constrained?
  39. 39. Are they cynical about work getting done?
  40. 40. Do they doubt your competency?
  41. 41. searchmarketingexpo.com +MicahFisher-Kirshner #SMX #XXa 1.Keep calm when presenting your points 2.Have many options available 3.Prove your work 4.Learn other team concerns 5.Help the other team with their projects Your Action Items
  42. 42. searchmarketingexpo.com +MicahFisher-Kirshner #SMX #XXa Good Success Integrated teams
  43. 43. searchmarketingexpo.com +MicahFisher-Kirshner #SMX #XXa Great Success We are all out of a job
  44. 44. searchmarketingexpo.com +MicahFisher-Kirshner #SMX #XXa
  • tonymccreath

    Mar. 22, 2016
  • MetehanYeilyurt

    Nov. 23, 2015

A TED Talk style presentation on how to inject SEO into your organization's DNA at SMX West 2015 by Micah Fisher-Kirshner.

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