Mobile first, content creation, search engine bots... 2 members of the liligo.com SEO & Content Marketing team will explain, with practical examples and real experiences, how they build synergies between SEO and Product development.

1. How to create a love story
between SEO & Product
Miguel Miranda & Thomas Kieffer
Startup Safary Budapest 2018

2. Who are we?
Miguel Miranda
SEO & Content Marketing
From Spain
Working at Liligo for 5 years
Thomas Kieffer
SEO Content Editor
From France
Working at Liligo for 1 year

3. Meta search engine since 2006
#1 in France
Compare:
➔ Flights
➔ Car rental
➔ Hotels
➔ Trains, Buses, Car-sharing
What is liligo?

4. ➔ Budapest: 45 people
➔ Barcelona: 6 people
➔ Paris: 8 people
Where are we?

5. Why SEO is important for liligo?

6. Why this
presentation?

7. Because there are
SEO-Product
challenges

8. Mobile

9. We are in a Mobile First World

10. We are in a Mobile First World

11. BEFORE
Google was ranking the sites based on
the desktop version
With a Mobile First Index

12. NOW
Google has started to primarily use the
mobile version of a page for ranking it
With a Mobile First Index

14. Your website has to
be ready!

15. Which mobile set up to choose for
your site?
➔ Responsive
➔ Dynamic serving
➔ Dedicated URL
How to adapt your site?

16. ➔ Easier SEO
➔ Difficult to
optimize the
performance
Responsive site

17. ➔ Higher conversion (usually)
➔ More difficult SEO
Dedicated URLs

18. ➔ Same URL but different HTML
➔ Intermediate solution
Dynamic serving

19. Another challenge:
the content

20. ➔ Content for people or for search engine bots?
➔ Keywords or natural writing?
➔ Content for ranking or for converting?
Content

21. SEO point of view:
➔ Keywords
integration
➔ Semantic fields
➔ Internal linking
Content

22. Product point of view:
➔ Think like the user
➔ More and more
questions are asked by
users
➔ Increase conversion
rate
Content

23. So... what to do?

24. Integrate SEO into
your product
development
strategy

25. Product vs. SEO

29. How?
➔ Explain and justify
➔ Ask, listen and learn
Integrate SEO + Product

30. In SEO it is not only what you do, it is
also explaining and justifying what you
do
Explain and justify

31. Always create business cases
“Why doing this? Because it is estimated
to have a business impact of...”
Explain and justify

32. Be data driven
“I believe this action is good…”
vs.
“According to the analysis, this action can
have this impact…”
Explain and justify

33. ➔ Several advices/ideas worth more
than just one!
➔ Work with other teams to create
synergies
Ask, listen and learn

34. Solving the SEO-Product challenges

35. SEO into Product: Mobile

36. ➔ Separate mobile
subdomain for the
homepage
➔ SEO risk with Mobile First
Index
What to do?
Mobile: the Liligo case

37. SEO Analysis
➔ We should use responsive design for
the page
Mobile: the Liligo case

38. Business case
➔ Expected positive SEO impact
➔ Expected negative impact in
conversion
➔ Overall positive impact
Mobile: the Liligo case

39. ➔ Responsive homepage
➔ Overall positive impact,
indeed!
➔ Ready for Mobile First
Index
Mobile: the Liligo case

40. Product into SEO:
Content

41. We integrate product way of thinking
into SEO improvement
But how?
Content: the Liligo case

42. Testing the CTR (Click
Through Rate):
Multivariate meta title
testing
Content: the Liligo case

43. How did we do it?
➔ 2 groups of 10 URLs
➔ Same number of impressions
➔ 2 variations:
◆ Original meta title
◆ New meta title
Content: the Liligo case

44. Why the meta title?
➔ Product:
◆ First contact with customers
◆ Putting the advantage of the service in
front
Content: the Liligo case

45. Why the meta title?
➔ SEO:
◆ Main keyword has to appear in the
title
◆ Controlling the length
◆ Ranking factor
Content: the Liligo case

46. The test

47. Variable 1 (original):
➔ Long title
➔ No advantages put on front
➔ Too simple punctuation
➔ Not customer friendly
Content: the Liligo case

48. Variable 2 (new):
➔ Short and straight forward title
➔ Advantages put on front (price)
➔ Simple punctuation but with clear branding
➔ Customer friendly
Content: the Liligo case

49. Results after few weeks:
➔ Variable 2 increase by
20% vs. Variable 1
Content: the Liligo case

50. What did we learn from this test?
Content: the Liligo case
small details can make
BIG DIFFERENCES!

51. A love story is possible
between SEO and Product!

52. https://imgflip.com/memegenerator
http://gs.statcounter.com/
https://developers.google.com/
https://www.thinkwithgoogle.com/
https://www.flaticon.com/
https://www.semrush.com/
http://www.eskimoz.fr/
Resources