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Trials & Tribble-ations by Micah Fisher-Kirshner at Advanced Search Summit DC 2019

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The arduous process of the Zendesk rebrand, the Zopim integration, the SEO areas tackled, along with the successes and failures achieved through it all.

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Trials & Tribble-ations by Micah Fisher-Kirshner at Advanced Search Summit DC 2019

  1. 1. TRIALS& TRIBBLE-ATIONS THE LONG BRAND MIGRATION
  2. 2. Head Legs Tail A Cat Minus Harm A Tribble SettingtheStage
  3. 3. PREPARATION FOR THE DRIVER’S SEAT
  4. 4. BACKSTORY A WORLD HISTORY LECTURE
  5. 5. ProvidingtheContext Sales Driven First SEO Perceptions 1,000+ Growth
  6. 6. AboutMe Father of two with an enjoyment of tech, sci-fi, gaming, 3d printing, and politics. A modern nerd. Director of SEO & Content at Turn/River Capital 10+ years in SEO President of BayAreaSearch.org BA in IR at The George Washington University @micahfk
  7. 7. TheFundamentalShift @micahfk
  8. 8. What is Zendesk?Where do features fit? Zopim How and when to Integrate? IA Help Desk BeneaththeSurface @micahfk
  9. 9. PRE-RE-BRAND A DISH BEST SERVED COLD @micahfk
  10. 10. Metrics&Goals • Temporarily rank with link on Home Page • Internal links: blog posts, footer navigation, and exact anchor text • “relationships are complicated” phrase above the fold Supplement brand team’s mission with data
  11. 11. THERE-BRAND PUTTING ASIDE THE SEARCH EXPERIENCE @micahfk
  12. 12. @micahfk
  13. 13. https://www.zendesk.com/brand-assets/ @micahfk
  14. 14. CanYouSpottheDifference? @micahfk A B
  15. 15. @micahfk
  16. 16. @micahfk
  17. 17. Describein4wordsorless @micahfk
  18. 18. THEINTEGRATION FIGURING IT OUT @micahfk
  19. 19. formerly zopim @micahfk
  20. 20. Keep Separate? + Double-rank - Resources going away Redirect Over? + Focuses value - Piecemeal page transfers FutureProof @micahfk
  21. 21. TechnicalDifficulties • Blog lived on a subdomain • Few marketing pages on WWW • APIs, widgets, etc. keep Zopim name @micahfk
  22. 22. @micahfk
  23. 23. LongTransition 1. Top blog posts were 301’d 2. Full blog move, 404 unimportant ones 3. Temporary redirect pop-up warning 4. Domain switch with similar content @micahfk
  24. 24. livechatsoftware
  25. 25. INTERNAL ARCHITECTURE SORTING OUT THE MESS @micahfk
  26. 26. Splits /support/ & /help-desk-software/ Exactness /live-chat-software/ to /chat/ /support/features/wordpress-help-desk/ /help-desk-software/features/ticket-system/ Productization /help-center/ to /guide/ /guide/features/help-center/ /guide/features/customer-portal- software/customer-self-service-software/ /chat/features/magento-live-chat/ /chat/features/enterprise-chat-solution/ @micahfk
  27. 27. /message /chat/message @micahfk
  28. 28. Page Tabs? + Comprehensive - Likely no additional value Same ATF? + Each valued - Poor search experience Catch-22 @micahfk
  29. 29. /support /support/features#features /support/pricing#pricing
  30. 30. /support /support/features /support/pricing
  31. 31. HELPDESK LOVE… NOT @micahfk
  32. 32. The Value • 3,000+ searches a month • Converted 3x any other page • Position 1-3 for “help desk software” • Most externally linked page • Achieved the featured snippet The Reaction @micahfk
  33. 33. (customer service software) (tbd…) @micahfk
  34. 34. MainNavigation? @micahfk
  35. 35. HomePageBodyCopy? @micahfk
  36. 36. FooterNavigation? @micahfk
  37. 37. ZendeskSupportBodyCopy? @micahfk
  38. 38. BEAMINGOUT READY FOR MARKET @micahfk
  39. 39. Brand Company Tips • Train each new PMM on SEO value to them in person • Know who owns site portion to convince • Meet with teams asking how you can help them • Align your metrics to the company’s for proof • Set your SEO one-liner and use it constantly @micahfk
  40. 40. Branding Campaign Tips • Retrain SEO basics for designers and developers • Prepare SEO requests in advance to avoid misses • Always QA implementations to catch mistakes • Compromise, but keep pushing for more SEO wins • Understand why others disagree to convince better @micahfk
  41. 41. Instead… @micahfk
  42. 42. THANKYOU Micah Fisher-Kirshner www.linkedin.com/in/micahfk www.twitter.com/micahfk www.micahfk.com

The arduous process of the Zendesk rebrand, the Zopim integration, the SEO areas tackled, along with the successes and failures achieved through it all.

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