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Winning at SEO with a
Growth Mindset
Presented by: Eli Schwartz
Director of Growth, SurveyMonkey
Director @ SurveyMonkey
A decade - plus leading in-house SEO
teams
Spent 2 years in Asia leading APAC
marketing for Survey...
3
Find me on LinkedIn
4
5
6
“Social media has a
huge impact on SEO”
7
“We need to optimize
our meta keywords”
8
“Bing is making a
comeback”
9
10
“Marketing doesn’t
get to tell engineers
what to do”
11
“Why are we not
outranking CNN”
12
“It’s been 3 weeks,
where is the
progress?”
13
Engineering knowledge
15
SEO knowledge
17
It’s not only the hippos…
19
20
21
22
23
24
Where should you focus your
SEO Growth efforts?
Everywhere.
27
Let’s talk about some concepts
• No follow vs follow
• 301 vs 302
• Title tag length
• Title tag content
• Prices, Date...
28
Links
Do they matter?
Engines?
Bing vs Google
Yandex, Baidu, Naver
Mobile
Should you care?
You can even challenge core ...
29
Find a target
• Take 30 seconds to write one down, hold that thought
30
The basics of SEO testing
31
Include others in the test plan
SEO
SalesProduct Eng Design Data Growth Content
32
Write a hypothesis:
Traffic will go up
• In a meaningful way
Traffic will go down
• In a meaningful way
No impact
• The...
33
How are we going to test it?
Titles Release a new page Implement a script Deindex a page
Updates, numbers,
how to, exte...
34
Results and Timing
• How and WHEN are you are going to measure?
• Revenue
• Conversions
• Traffic
• Rankings
• 2 weeks?...
35
Case Study 1
Javascript
Is Javascript the same as HTML?
Common belief: YES
Hypothesis: NO
36
Case Study 2
Hrelflang
Do we need HREFLANG
Common belief: YES
Hypothesis: NO
37Confidential
Footer links
Case study 3
Do footer links matter?
Common belief: NO
Hypothesis: YES
38
39
Share the results in complete data rich detail
40
Tools
• A log tool
• Crawler: ScreamingFrog
• Google Search Console
• Data Studio
• Google Sheets
• Ahrefs/SEMRush
41
Known side effects of SEO with a growth
mindset
You will make more $$
42Confidential
Bonus case studies
• International canonical
• Domains were colliding
• Keyword order in title
• It matters...
43
Thank you!
elis@surveymonkey.com
Find me on LinkedIn
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Growth Marking Conference 2018 - SEO with a growth mindset

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Throw out all the best practices you think you know and start a culture of SEO testing.

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Growth Marking Conference 2018 - SEO with a growth mindset

  1. 1. Winning at SEO with a Growth Mindset Presented by: Eli Schwartz Director of Growth, SurveyMonkey
  2. 2. Director @ SurveyMonkey A decade - plus leading in-house SEO teams Spent 2 years in Asia leading APAC marketing for SurveyMonkey Global speaker on enterprise SEO Writer for multiple industry search blogs
  3. 3. 3 Find me on LinkedIn
  4. 4. 4
  5. 5. 5
  6. 6. 6 “Social media has a huge impact on SEO”
  7. 7. 7 “We need to optimize our meta keywords”
  8. 8. 8 “Bing is making a comeback”
  9. 9. 9
  10. 10. 10 “Marketing doesn’t get to tell engineers what to do”
  11. 11. 11 “Why are we not outranking CNN”
  12. 12. 12 “It’s been 3 weeks, where is the progress?”
  13. 13. 13
  14. 14. Engineering knowledge
  15. 15. 15
  16. 16. SEO knowledge
  17. 17. 17
  18. 18. It’s not only the hippos…
  19. 19. 19
  20. 20. 20
  21. 21. 21
  22. 22. 22
  23. 23. 23
  24. 24. 24
  25. 25. Where should you focus your SEO Growth efforts?
  26. 26. Everywhere.
  27. 27. 27 Let’s talk about some concepts • No follow vs follow • 301 vs 302 • Title tag length • Title tag content • Prices, Dates, People • Javascript or no Javascript • H1 vs H2 • Page speed
  28. 28. 28 Links Do they matter? Engines? Bing vs Google Yandex, Baidu, Naver Mobile Should you care? You can even challenge core beliefs
  29. 29. 29 Find a target • Take 30 seconds to write one down, hold that thought
  30. 30. 30 The basics of SEO testing
  31. 31. 31 Include others in the test plan SEO SalesProduct Eng Design Data Growth Content
  32. 32. 32 Write a hypothesis: Traffic will go up • In a meaningful way Traffic will go down • In a meaningful way No impact • The most common scenario The page will be penalized • Take risks
  33. 33. 33 How are we going to test it? Titles Release a new page Implement a script Deindex a page Updates, numbers, how to, extend, shorten How is it crosslinked Ignore cross links Onpage, GTM Have a plan to bring it back
  34. 34. 34 Results and Timing • How and WHEN are you are going to measure? • Revenue • Conversions • Traffic • Rankings • 2 weeks? • 6 months?
  35. 35. 35 Case Study 1 Javascript Is Javascript the same as HTML? Common belief: YES Hypothesis: NO
  36. 36. 36 Case Study 2 Hrelflang Do we need HREFLANG Common belief: YES Hypothesis: NO
  37. 37. 37Confidential Footer links Case study 3 Do footer links matter? Common belief: NO Hypothesis: YES
  38. 38. 38
  39. 39. 39 Share the results in complete data rich detail
  40. 40. 40 Tools • A log tool • Crawler: ScreamingFrog • Google Search Console • Data Studio • Google Sheets • Ahrefs/SEMRush
  41. 41. 41 Known side effects of SEO with a growth mindset You will make more $$
  42. 42. 42Confidential Bonus case studies • International canonical • Domains were colliding • Keyword order in title • It matters • Mentions of a website with no links • Google crawls • Buying bad links • They work • Long titles • Still rank on KW • Iframes
  43. 43. 43 Thank you! elis@surveymonkey.com Find me on LinkedIn

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