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. MARCH 3, 2015 Injecting SEO Into Your Organization’s DNA Micah Fisher-Kirshner Senior SEO Manager +MicahFisher-Kirshner
- 2. searchmarketingexpo.com +MicahFisher-Kirshner #SMX #XXa Zazzle A community marketplace where you can collaborate with makers & designers to make almost anything
- 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
- 13. searchmarketingexpo.com +MicahFisher-Kirshner #SMX #XXa Last minute changes to a page design? Have you had to deal with
- 14. searchmarketingexpo.com +MicahFisher-Kirshner #SMX #XXa Needing to change a 302 to a 301? Have you had to deal with
- 15. searchmarketingexpo.com +MicahFisher-Kirshner #SMX #XXa Not having page level data? Have you had to deal with
- 16. searchmarketingexpo.com +MicahFisher-Kirshner #SMX #XXa These stem from not knowing the importance of the minutiae
- 17. 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[“]
- 18. 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[“]
- 19. 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[“]
- 22. Really?!
- 23. Yes, really!
- 25. Guess what channel owns the web?
- 27. 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
- 28. 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
- 29. searchmarketingexpo.com +MicahFisher-Kirshner #SMX #XXa Good Success People coming to your desk for project questions
- 30. searchmarketingexpo.com +MicahFisher-Kirshner #SMX #XXa Great Success People coming with ideas that makes you jealous you didn’t think of it first
- 32. searchmarketingexpo.com +MicahFisher-Kirshner #SMX #XXa Jargon is in our DNA genes
- 33. 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
- 34. 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.
- 35. Ask Yourself: Would your parents get it?
- 37. 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
- 42. 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
- 44. searchmarketingexpo.com +MicahFisher-Kirshner #SMX #XXa Great Success Using multiple group jargons in the same meeting and all understanding you
- 46. searchmarketingexpo.com +MicahFisher-Kirshner #SMX #XXa Don’t let perfect be the enemy of good
- 47. searchmarketingexpo.com +MicahFisher-Kirshner #SMX #XXa Can’t have a block of text high up on the page?
- 54. Are they cynical about work getting done?
- 55. Do they doubt your competency?
- 56. 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
- 58. searchmarketingexpo.com +MicahFisher-Kirshner #SMX #XXa Great Success We are all out of a job
Notes de l'éditeur
- Line: Two important things to know before we begin: We Zazzlers believe that imaginations should be indulged. Curiosities, expressed. Inner designers, unleashed…
- Line: And I believe in algorithm-based SEO and marketing over guess work and general platitudes. So, with that out of the way, let’s dive into how we successfully inject SEO into an organization’s DNA…
- Line: Firstly, you need to understand my philosophy around SEO and why it is most effective…
- Line: Now while your mind may be doing this, by the end you will see why this philosophy is the approach to take to succeed...
- Line: And before I go further, let me note that it’s not about SEO dying, even Google Trends shows SEO as a topic is fairly stable…
- Line: And it’s not some odd redefinition of SEO as “inbound marketing” as we SEOs can focus on outreach or outbound linking and we have to know about how to deal with many interruption marketing tactics…
- Line: So while we love our linkbait…
- Line: The point is that it’s Google’s job to emulate what consumers like without the sales data and that means as SEOs that we have to: Convince the PR team to promote And convince the content team to write And convince the design team to present Better than any of your competitors because Google is comparing you against others where anyone above you is a competitor and anyone below you is a potential threat…
- Line: And while many may fear that SEO is becoming this borgification of humans and robots that no longer has concerns over users or site experience…
- Line: The true goal in being an SEO is becoming the invaluable resource, where you are looked at as the go to place for every team to know how their area can help the business do better in Google’s eyes. Towards that end…
- Line: We jump into why you need to train everyone…
- Line: As SEOs do these issues sound annoyingly familiar? Last minute changes to a page design?...
- Line: Needing to change a 302 to a 301?...
- Line: Not having page level data?...
- Line: These stem from not knowing the importance of the minutiae…
- Line: Diving into the examples, designers are not automatically going to consider that there is a need to have search engines read the text as it is visually there. To them, what’s the difference in it showing on the page or showing on an image?...
- Line: To the engineers this minor difference in moving pages that no human will visually notice seems pointless without the understanding of how this can impact traffic. They don’t know the history of the abuse with 302s or of how link value flows…
- Line: Data teams need to create boundaries to what they will focus on and they will save space and money for analysis. With page URLs often being on the lower end of concern for their work, these values often don’t get considered or built-in into many of the older analytical packages…
- Line: So, when we look a page on a site, all of these areas, from bot accessibility to UX matter to us as SEOs to help us achieve superior rankings on Google…
- Line: Yet each of these are often owned by different marketing channels that aren’t attuned to the needs of what search engines want, making it critical that you are training everyone to work with SEO…
- Line: And by everyone I mean everyone in the organization…
- Line: The reason for that is Google is continually expanding its reach into what makes a website worthwhile to have in its results. Here’s the latest leaked guidelines and one of the areas they seem to be working on is another machine learning algorithm (think Panda or Penguin) to determine website reputation. They are trying to determine if they can include 3rd party reviews, awards, credible sites referencing you as a means to give you better or worse ratings [pause] based on how well you satisfy your customers…
- Line: So what I like about this concept, though I would side on the need that every person, not just the SEO, should be a t-shaped web marketer. Which means SEO is the small area where we need to help train them to make them a t-shaped marketer and in turn make the company continually competitive… http://moz.com/rand/the-t-shaped-web-marketer/
- Line: And one of the ways we should also consider the value of training other teams is that their projects’ success often depends on getting traffic from the largest source around, making our role important to them… http://www.conductor.com/blog/2013/06/data-310-million-visits-nearly-half-of-all-web-site-traffic-comes-from-natural-search/
- Line: Because to reiterate a point here, SEO really is only a gray and murky niche area of all these other channels, some more than others, and not something that stands on its own by itself…
- Line: Which often means that we have to push for being higher up into the process funnel, so that there is the less of a chance to have to go back and redo the work on their projects to make it successful for organic search. Placing the focus of SEO as foundation building with the golden results as the culmination of that team effort…
- Line: [Reiterate the points above]
- Line: [Reiterate the points above]
- Line: [Reiterate the points above and then say] Yet to succeed you need to make sure…
- Line: That the jargon and acronyms that we use as SEOs need to be banished…
- Line: Now, I recognize the difficultly that this can entail, particularly when SEO is itself an acronym and often seen as jargon and I bet its hard to ever think about an SEO not using the jargon to explain our work. Yet there’s a good reason why we have to be very careful about what we say…
- Line: Because to be introspective, think of how we come off when we talk. [speak line with nerdy pitch]. This quickly tunes out people and puts them to sleep…
- Line: So, we need to take that jargon and learn to translate it so it is crystal clear…
- Line: In a way, you can say it’s the parental test of whether your parents get it. My mom might, but my dad certainly wouldn’t, so we must ask ourselves how we can explain it so he can…
- Line: And at no point should we be giving up in trying to explain what we mean given the importance of the traffic organic search receives for the business…
- Line: Because there are people out there that have succeeded through other tactics like Neil deGrasse Tyson who does a fabulous job of explaining astrophysics and does it with a passion in his voice and mannerisms that excites people so they will listen…
- Line: Finding that approach that will work for you may take a bit, but do consider ways to help get there such as having a jargon jar…
- Line: Just make sure it doesn’t mean you need to get a real swear jar from messing up too often…
- Line: And it never hurts to have some fun with it by donating to a cause of more lens flares or if you want to really put the line down, make it mean something serious by donating to the party you disagree with. Maybe even a bit of both…
- Line: But don’t forget that you have more options in writing too with personal dictionaries to help auto-translate it for you too…
- Line: [Reiterate the points above]
- Line: [Reiterate the points above]
- Line: [Reiterate the points above and then say] Of course, that only gets us so far when we run into…
- Line: Navigating the politics of any company culture. As SEOs, and really as a person in general…
- Line: We need to make sure not to get emotional over not getting everything we want…
- Line: We should always be asking about other possibilities What about a smaller amount! What about splitting it up! What about some on the left/right rail!...
- Line: And always have option after option after option Can’t 301 Redirect? I have a canonical tag for you!... RELEVANT: http://lifehacker.com/ask-two-irrational-questions-to-persuade-people-to-do-w-1671765623
- Line: And as for those like James Randi says prove why we need to make your implementation, you can be prepared to say “I can, but I need you to build the platform so I can prove it.”…
- Line: Because, yes, you can test with SEO. Don’t let anyone tell you otherwise. Even the Engineers over at Pinterest know it can be done having noted how and why it was a benefit to them… http://engineering.pinterest.com/post/109318939139/demystifying-seo-with-experiments
- Line: That said, you do need tons of traffic and [slow down here] a lot of patience. Patience of a person who can play a six hour game of chess… as a kid [point to self]… It’s not perfect, but nothing ever is…
- Line: All said, probably one of the most important things to understand is why people are pulling the plug on getting things done…
- Line: [repeat above line then add] Push for building up their team so you can do yours better. Link building under PR? Push for the need to expand their team…
- Line: [repeat above line then add] Consistently ask how to help them on their projects so you work with them to push a project or two that matches up with yours even if not top of your list. It’s a great way to quiet down their fears about being burned again…
- Line: [repeat above line then add] Learn a few of the tools they use, something useful such as regular expressions or SQL querying…
- Line: [Reiterate the points above]
- Line: [Reiterate the points above]
- Line: [Reiterate the points above]