Presentation on how to use authority to collaborate with other teams inside an enterprise and to use success to generate additional SEO success. Presented at SMX - San Jose March 14th 2018

1. #SMX #22a @5le
Eli Schwartz, SurveyMonkey
Enterprise SEO – Winning doesn’t
happen by itself

2. Director of Organic Product @
SurveyMonkey
A decade - plus leading SEO
Spent 2 years in Asia leading APAC
marketing
Global speaker and trainer on SEO topics
Writer for multiple industry search blogs
Thought leader on technical and international
SEO

3. Where does SEO sit in your organization?

4. #SMX #22a @5le
Typical SEO team layouts
SEO
Product Marketing
/Content
Engineering

5. #SMX #22a @5le
We are artists not builders

6. #SMX #22a @5le
We are artists not builders

7. #SMX #22a @5le
Agency In-house
Plans
Strategy
Direction
Audits
Quarterly reviews
Report delivery
Check-in calls
Maintain the business
Enterprise in-house SEO differs from agency
Long view
ROI
Relationships
Multiple responsibilities
Deep domain understanding
Look to get promoted
Share price (company growth)

8. #SMX #22a @5le
Influence pays the bills

9. #SMX #22a @5le
Influence pays the bills

10. #SMX #22a @5le
Share these #SMXInsights on your social channels!
#SMXInsights
 Enterprise SEO’s don’t get paid to deliver
slide decks
– We need results and that comes from others
helping!

11. #SMX #22a @5le
This is your challenge

12. #SMX #22a @5le
• Show why you are the expert
• Bring knowledge and run experiments
• SEO is an art mixed with science
• SEO helps others to be successful
• SEO requires a domain expert
• SEO is not set it and forget it
• SEO is valuable
To win you need to build a reputation

13. #SMX #22a @5le

14. #SMX #22a @5le
Share these #SMXInsights on your social channels!
#SMXInsights
 Challenge everything you read with a test
– Don’t assume it is true even if Google
says it is

15. #SMX #22a @5le
Examples of expertise building from testing

16. #SMX #22a @5le
Examples of expertise building from testing

17. #SMX #22a @5le
• Make tests quantifiable and prioritize on impact
• Sell with a plan A and plan B
• Test with other people as a part of the testing plan
• Share out emails announcing successes
• Track changes
• Give credit to everyone
• Use $$$ for ROI whenever possible
Best practices for experiments

18. #SMX #22a @5le
• Make tests quantifiable and prioritize on impact
• Sell with a plan A and plan B
• Test with other people as a part of the testing plan
• Share out emails announcing successes
• Track changes
• Give credit to everyone
• Use $$$ for ROI whenever possible
Best practices for experiments
CTR
LTV
CAC
ROAS

19. #SMX #22a @5le
Test plan

20. #SMX #22a @5le
Test plan

21. #SMX #22a @5le
Share these #SMXInsights on your social channels!
#SMXInsights
 Use experiments to learn and let others
take the win
– Winning opens up the door to more
winning

22. #SMX #22a @5le
• Content
• Crosslinks
• Meta data
• Site architecture
• Nofollow/nolinks
• Image search
• ASO
Areas you can test

23. #SMX #22a @5le
• Content
• Crosslinks
• Meta data
• Site architecture
• Nofollow/nolinks
• Image search
• ASO
• A tweet from Google
Areas you can test

24. Examples

25. #SMX #22a @5le
Titles

26. #SMX #22a @5le
Meta description

27. #SMX #22a @5le
Inbound links

28. #SMX #22a @5le
Crosslinks

29. #SMX #22a @5le
Broad content

30. #SMX #22a @5le
ASO

31. #SMX #22a @5le
• EARN your expert title
• Always be testing
• Don’t seek the spotlight and it will come
• Use hard metrics and $
• Bring others along for the ride and you will be the hero
Go forth and execute

32. #SMX #22a @5le
Who built the Guggenheim in NYC?

33. #SMX #22a @5le
Share these #SMXInsights on your social channels!
#SMXInsights
 Architects build buildings
– Be the architect not the bricklayer

34. #SMX #22a @5le
LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU!
Feel free to get in touch with questions
@5le
or
LinkedIn
SEE YOU AT THE NEXT #SMX