Technical SEO is a fairly new approach to how we think about SEO in companies in general. We’d like to share our experience when it comes to the operations of an SEO product team. We'll introduce the definition of a Growth Engineer who develops the "SEO growth engine" and the SEO Product Team that designs its system. During this presentation you will hear more about: - What's SEO: Marketing vs. Enabler for marketing? - How to focus on improving user experience? - Why do we need to make our websites more accessible for SE bots? - Tech SEO: Devs vs. SEOs - The ultimate startup and enterprise solution for agile & impactful SEO production - Best practices about creating & managing an SEO Product Team

2. Peek into Technical SEO
The value of having a dedicated SEO Product Team
August 8th 2019, Krakow

3. Agenda
1. What's SEO?
2. Focus on the user and all else will follow
3. Why do we need to make our websites more accessible for SE bots?
4. Best practices about creating & managing an SEO Product Team
5. Tech SEO: Devs vs. SEOs
6. Q & A
3

4. WHAT IS SEO?
CREATING
COMPELLING EXPERIENCES FOR USERS
AND
MAKING SENSE TO SEARCH ENGINES
4

5. 5
Marketing
Tactics
Enabling Marketing Engine
SEO ≠ A FEW MARKETING TACTICS

6. MAIN PILLARS OF SEO
● Relevant
● Contextually
comprehensive
● Term frequency
● Spam-free
● Deduplicated
CONTENT
● PV / Session
● ToS
● Low BR
● Ratings, thanks,
comments etc.
ENGAGEMENT
● Crawlable
(discoverable)
● Indexability
● Structured
● On-page signals
TECH SEO
● Amount
● Quality
● Relevancy
● Anchors
● Followed
● PR sculpt
BACKLINK

7. How does Google figure out what to show in your search results? Well, the journey starts
before you even type your search…
LIFE OF A URL
7

8. CLASSICAL SEO MODEL
vs.
ENHANCED SEO MODEL
8

9. 9

10. 10

11. USER EXPERIENCE
Focus on the user and all else will follow
11

12. 12
https://www.google.com/about/philosophy.html

13. Signals of UX
● Click through rate (CTR)
● Time on Site (ToS)
● Bounce Rate (BR)
● Site Speed
● Quality of Content

14. ● Likelihood of someone visiting a webpage via SERPs (Search
Engine Result Page)
● Higher CTR = More exposure to content
● More exposure = More engagement
CTR
● Increase ranking
● Rewrite Titles and Descriptions
● Mark page up with Structured Data
● Get Featured Snippets
How to improve CTR?
14

15. 15

16. ● ToS: how long engagement holds visitor's attention
● BR: short click vs. long click
● ↑ ToS accompanied by ↑ PV/Session = Engaging content and design
ToS and BR
● Optimize page's content
● Reframe the design of the page
● Evaluate the usability of the page
How to decrease BR and increase ToS?
16

17. Page Speed
17

18. CRAWLABILITY
Why do we need to make our websites more accessible
for SE bots?
18

19. It all starts with
scheduling a crawl
● Finding pages
● Obtaining resources
● Crawl efficiency
● Information Architecture
19

20. Finding URLs
● Internal linking structure
● External links
● Redirected pages
● Sitemaps XML + HTMLs
● RSS Feeds
20

21. Internal links to URLs
21

22. Optimized version
22

23. Link
Flow
23

24. Optimized
version
24

25. AVG followed outlinks per page
25

26. Optimized version
26

27. How to increase crawl rate?
● Content quality ↑
● 𝜙 Duplicates
● ↑ Page Speed
● Great navigation
● 𝜙 Page Errors (500, 404 etc.)
● Efficient canonicalization
● Efficient Sitemap XML
Crawl budget
27

28. ● Page content (incl. links, markups, etc.) is crawlable + indexable
● Most important page elements can be rendered (preferably fast)
● Mobile vs. Desktop are equivalent
● High quality content
● Optimized information architecture
Optimizing website for Bots
28

29. SEO Team’s responsibilities
Best practices about creating & managing an SEO
Product Team
29

30. 30
SupportOutreach
Risk
Mitigation
Growth
Product
Features
Infrastructure
SEO Product
Team

31. Potential Roles for SEO Product Team
31
SEO Product Owner
Growth Engineer
Tech SEO Manager
SEO Data Analyst
Growth Designer
SEO Business
Owner
Responsible for executing Product Roadmap
Focus on implementing product features
Provide technical structure insights
Draw insights from releases & explore opportunities
Focus on production rather than pixel perfect design
Versatile marketer focusing on company’s KPIs

32. Crawl Budget Optimization Projects
32
PROJECT CRAWLABILITY INDEXATION UX
Sitemap XML Monitoring
Page Speed Improvement
Crawl Error Tracker
HTML Sitemap + RSS feed
Robots.txt ReWrite

33. Sitemap Health
33

34. Sitemaps were rewritten
34

35. … but they need to be maintained & monitored
35

36. Tech SEO: Devs vs. SEOs
36

37. 37

38. QUESTION & ANSWER
38

39. Feedback
39
http://tiny.cc/techseo

40. Murat Yatagan
Vice President of Growth @Brainly
THANK YOU
40