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#SMX #22a @5le
Eli Schwartz, SurveyMonkey
Enterprise SEO – Winning doesn’t happen by itself
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
Where does SEO sit in your organization?
#SMX #22a @5le
Typical SEO team layouts
SEO
Product Marketing
/Content
Engineering
#SMX #22a @5le
We are artists not builders
#SMX #22a @5le
We are artists not builders
#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)
#SMX #22a @5le
Influence pays the bills
#SMX #22a @5le
Influence pays the bills
#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!
#SMX #22a @5le
This is your challenge
#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
#SMX #22a @5le
#SMX #22a @5le
Share these #SMXInsights on your social channels!
#SMXInsights
Challenge everything you read with a test
– Don’t assume it is true even if Google
says it is
#SMX #22a @5le
Examples of expertise building from testing
#SMX #22a @5le
Examples of expertise building from testing
#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 $$$ for ROI whenever possible
Best practices for experiments
#SMX #22a @5le
• Make tests quantifiable and prioritize on impact
• Sell with a plan A and plan B
• Test with other people as a part of the testing plan
• Share out emails announcing successes
• Track changes
• Give credit to everyone
• Use $$$ for ROI whenever possible
Best practices for experiments
CTR
LTV
CAC
ROAS
#SMX #22a @5le
Test plan
#SMX #22a @5le
Test plan
#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
#SMX #22a @5le
• Content
• Crosslinks
• Meta data
• Site architecture
• Nofollow/nolinks
• Image search
• ASO
Areas you can test
#SMX #22a @5le
• Content
• Crosslinks
• Meta data
• Site architecture
• Nofollow/nolinks
• Image search
• ASO
• A tweet from Google
Areas you can test
Examples
#SMX #22a @5le
Titles
#SMX #22a @5le
Meta description
#SMX #22a @5le
Inbound links
#SMX #22a @5le
Crosslinks
#SMX #22a @5le
Broad content
#SMX #22a @5le
ASO
#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
#SMX #22a @5le
Who built the Guggenheim in NYC?
#SMX #22a @5le
Share these #SMXInsights on your social channels!
#SMXInsights
Architects build buildings
– Be the architect not the bricklayer
#SMX #22a @5le
LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU!
Feel free to get in touch with questions@5le
or LinkedIn
SEE YOU AT THE NEXT #SMX
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