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Similaire à [Final] SMX Virtual - Emily Potter 2020
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[Final] SMX Virtual - Emily Potter 2020
- 20. Year entered the SEO industry: 2013 2005 2018
- 21. We’re all bad at SEO1. Page one is a different ball game2. Start working with your product teams 3. Takeaways4.
- 22. ? BUT WHERE DOES ALL THIS DATA COME FROM?!?!?!?!
- 23. We split large groups of pages into two groups CatsH1 Intro copy Featured image BearsH1 Featured video Control template Variant template
- 24. Positive test result - organic traffic increases Control template Variant template Organic traffic change Cats Bears
- 25. Negative test result - organic traffic drops Control template Variant template Organic traffic change Cats Bears
- 26. Inconclusive test result - no measurable impact Control template Variant template Organic traffic change Cats Bears
- 27. Here’s a selection of things our platform accounts for: ● Seasonality
- 28. Here’s a selection of things our platform accounts for: ● Seasonality ● Changes in demand
- 29. Here’s a selection of things our platform accounts for: ● Seasonality ● Changes in demand ● Unanticipated spikes in demand
- 30. Here’s a selection of things our platform accounts for: ● Seasonality ● Changes in demand ● Unanticipated spikes in demand ● Algorithm updates
- 31. Here’s a selection of things our platform accounts for: ● Seasonality ● Changes in demand ● Unanticipated spikes in demand ● Algorithm updates ● Unrelated sitewide changes
- 32. And if you want to learn more... http://www.searchpilot.com/
- 33. We’re all bad at SEO1.
- 34. Most “best practice” SEO tactics fail @e_mpotter #SMX
- 36. SEO Technical Audit How often have you recommended this?
- 37. How often have you recommended this? SEO Technical Audit [Opener] + [Description with primary and secondary keywords] + [CTA]
- 38. 91% of meta description changes had no detectable impact
- 39. Meta tag Google generated Meta tag Google generated Google generated Google generated We’re seeing this more and more
- 40. Why don’t we just remove them?
- 41. Removing meta descriptions on pharmacy store website
- 42. Removing meta descriptions on pharmacy store website
- 44. Result
- 45. Swap “best practice” for user approach @e_mpotter #SMX
- 46. Result
- 47. We’re all bad at SEO meta descriptions1.
- 48. 1 - 0 SEOs
- 49. We’re all bad at SEO meta descriptions1. Page one is a different ball game2.
- 51. For high volume queries, traditional ranking factors matter less in top 5 results
- 52. Users are really hard to predict @e_mpotter #SMX
- 54. What if we used FAQ schema instead?
- 55. What if some SEO at IMDb wanted to do this?
- 56. You can only have 1: Rating/Price or FAQ @e_mpotter #SMX
- 57. What if some SEO at IMDb wanted to do this?
- 59. Results
- 60. Results
- 61. So what do I do?
- 62. Make sure you test which schema is most valuable for your site @e_mpotter #SMX
- 63. But what if IMDb did this and hadn’t tested?
- 64. Users are really hard to predict @e_mpotter #SMX
- 65. Big brands win by not making mistakes
- 66. Fixing broken breadcrumb schema https://www.searchpilot.com/people/e-potter Add schema for breadcrumbs
- 67. Fixing broken breadcrumb schema https://www.searchpilot.com > About > People Add schema for breadcrumbs
- 68. Fixing broken breadcrumb schema
- 69. Fixing broken breadcrumb schema
- 71. Fixing broken breadcrumb schema
- 72. Even previously good changes can become bad @e_mpotter #SMX
- 73. So what the f*** happened?
- 74. Before After
- 75. Before After
- 77. Users are really hard to predict @e_mpotter #SMX
- 78. Takeaway Don’t blindly follow “best practice” approaches @e_mpotter #SMX
- 79. Takeaway Accept you don’t always know what the results will be and test @e_mpotter #SMX
- 80. Takeaway Consider how the change you’re implementing improves your target metric @e_mpotter #SMX
- 81. How will this change improve CTRs? Before After
- 82. We’re all bad at SEO meta descriptions1. Page one is a different ball game2. Start working with your product teams 3.
- 83. For top ranking brands, we don’t actually know what a ranking factor is anymore
- 84. Implementing new product page template $60 Shop our over 600 different styles of women’s shoes to complete your wardrobe. We have heels, boots, trainers, and any other type of shoe you could imagine. All our shoes come with free shipping and handling. Dresses Jackets Shoes Activewear Accessories Women's Shoes 654 results New In! Red heels $55 Teal heels Black heels $65
- 85. React is a JavaScript framework that is popular with developers
- 86. It can create beautiful user experiences
- 87. But it can also go wrong...
- 89. For this test, nothing visible on the page changed
- 90. Just some parts of the the page now utilised React Now loads in React
- 92. Just some parts of the the page now utilised React Now loads in React
- 94. First, the page was server side rendered Now loads in React
- 95. Meaning Googlebot doesn’t need to render JavaScript Now loads in React
- 96. Second, the JavaScript made the page load faster Now loads in React
- 97. Takeaway JavaScript changes made with both users and SEO in mind can be winners @e_mpotter #SMX
- 98. Takeaway Work with, instead of against, your product teams @e_mpotter #SMX
- 99. We’re all bad at SEO meta descriptions1. Page one is a different ball game2. Start working with your product teams 3. Takeaways4.
- 100. Don’t blindly follow “best practice” approaches, most fail Test it. @e_mpotter #SMX
- 101. For big brands, ranking factors need not apply Test it. @e_mpotter #SMX
- 102. Test it. Instead, follow a user- centric approach to SEO @e_mpotter #SMX
Notes de l'éditeur
- TA + Dom + Will = all spoke at SMX
- Say Distilled sack Brain Labs
- Germany is above them too
- Save time by taking the repetition out
- Make them seem really good here WOW 6% that’s great! 8% even better! Do you know how much money 6% is??
- Good argument
- Section 1 and section 2 felt like they were the same Maybe -- getting to page one changes the game
- I’m not going into the details and the weeds We’re running these tests
- Explain that this is a massive pain in the ass. We can look at these individually or togetehr IN A CONTROLED FASHION Links for more details We competiting pages and we use a machine learning algorithm to determine which one performs best
- Witha controlled testing environment
- Consider people are reading it Just a slide that says that
- Say in the oder Make more readable
- Hiding real clients but picked clients that are similar industry and size Make not client more clear These pages get over 60K per month
- Address all the points - is this obvious? Good place to tie it back to the xperience thing -- If you were coming at this with a clean non-SEO mind you might have thought about it Put a bit more in before releasing the reuslts. Google came up with this -- maybe this makes sense nbut would they click through to this? Fortunately we have that data -- Users are really hard to predict and take a user centric appraoch
- MAKE THIS POINT REALLY CLEAR We’re optimising websites typically that are already ranking really well
- MAKE THIS POINT REALLY CLEAR We’re optimising websites typically that are already ranking really well "Tom found that the higher you rank, and the more competitive and high volume the keywords, the less traditional ranking factors actually mattered. That's the opposite of what most of us would expect, and it speaks to Google getting cleverer at using data from its own platforms to rank results..."
- When you’re here -- just don’t fuck up When you’re at the top what do you have to do differently? The only way is down
- Updated --- might be a bombshell for people
- Put a slide with negative and positive
- Put a slide with negative and positive
- This needs to happen earlier I think
- Fix this slide
- Text heavy --- just the green line -- 13 minutes
- Text heavy --- just the green line -- 13 minutes Take the appraoch that it was a blessing in disguise that it broke or else we wouldn’t have tested fixing
- This whole bit is hard to follow
- ****Uodated
- Frame this as the most likely thing that happened here rather than a claim
- Maths is hard for CTR More ties back to the theme or back to experience theme faq vs snippets back to experience thing (faq schema is new) This allows us and the product team to side step and lot of problems --- settles debates -- showing stakes 18 months of your time -- and chasing competitotrs -- show the stakes for some of these tests --- show them the hypothetical scenarios Right the react example doesn’t hit the point that SEOs need help too --- we would have fought them but since we can test it
- React pun -- just put the slide don’t actually need to react --- did a good job it was s samll change but
- The surprising thing was that this was positive and actually mattered enough --- explain this before the results and this was a small change no notable effect
- The surprising thing was that this was positive and actually mattered enough --- explain this before the results and this was a small change no notable effect
- Right the react example doesn’t hit the point that SEOs need help too --- we would have fought them but since we can test it
- I am going to wrap up now with a couple of takeaways, but then we have plenty of time for some questions so please put your questions into the chat box
- While A/B testing is the gold standard of testing, even if that isn’t available to you that doesn’t mean you shouldn’t be able to test
- ****Updated
- A/B testing is the gold standard of testing My colleague is going to be pasting links all the way through