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
Google 3rd-Party Cookie Deprecation [Update] + 5 Best Strategies
Enterprise SEO in-house winning with influence and authority
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
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)
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!
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
14. #SMX #22a @5le
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#SMXInsights
Challenge everything you read with a test
– Don’t assume it is true even if Google
says it is
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
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
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