Enterprise SEO is all about getting things done. Learn how to build influence and become successful at selling you vision.

1. @5le
Presented by: Eli Schwartz
Director of Growth, SurveyMonkey
BECOME AN SEO MASTER WITH
TESTING AND EXPERIMENTATION

2. @5le

3. @5le

4. @5le
“Social media has a
huge impact on
SEO”

5. @5le
“We need to
optimize our meta
keywords”

6. @5le
“Bing is making a
comeback”

7. @5le

8. @5le
“Marketing doesn’t
get to tell
engineers what to
do”

9. @5le
“Why are we not
outranking CNN”

10. @5le
“It’s been 3 weeks,
where is the
progress?”

11. @5le

12. @5le

13. @5le
Engineers
are certified

14. @5le
Here’s what you are missing

15. @5le
Use authority to become an expert

16. @5le
I accidentally became an expert

17. @5le

18. @5le

19. @5le

20. @5le
What can you test?

21. @5le
What can you test?
EVERYTHING?

22. @5le
Let’s talk about some concepts
– No follow vs follow
– 301 vs 302
– Title tag length
– Javascript or no Javascript
– H1 vs H2
– Page speed

23. @5le
You can even challenge core beliefs
• Do links matter
• Does mobile matter
• Is Bing better for you

24. @5le
Find a target
• Take 30 seconds to write one down, hold that
thought

25. @5le

26. @5le
The basics of SEO testing

27. @5le
Include others in the test plan

28. @5le
• Write a hypothesis:
– Traffic will go up
– Traffic will go down
– No impact
– A page will be discovered
– Site will be penalized

29. @5le
• How are we going to test it?
– Update a title tag
– Release a new page
– Implement script via GTM
– Deindex page

30. @5le
• How and WHEN are you are going to measure?
– Revenue
– Conversions
– Traffic
– Rankings
• 2 weeks?
• 6 months?

31. @5le
Primer on scientific testing

32. @5le
Share the results in complete data rich
detail

33. @5le
Tools
• A log
tool/Oncrawl
• Google Search
Console
• Data Studio
• Google Sheets
• Ahrefs/SEMRush

34. @5le
Known side effects
• Hippos take credit for your stuff
• Testing is addictive
• You will make more $$

35. @5le
Thank you!
elis@surveymonkey.com
Find me on LinkedIn