Injecting SEO into Your Organization's DNA at SMX West 2015 by Micah Fisher-Kirshner

MARCH 3, 2015

Injecting SEO Into Your Organization’s DNA

Micah Fisher-Kirshner

Senior SEO Manager

+MicahFisher-Kirshner

searchmarketingexpo.com+MicahFisher-Kirshner

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Zazzle

A community marketplace where you

can collaborate with makers & designers to make almost anything


#SMX #XXa

Zazzle

A community marketplace where you

can collaborate with makers & designers to make almost anything

Micah

The senior SEO manager working behind the

scenes to rank above you in search on almost

anything

SEO

Shouldn’tExist


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#SMX #XXa


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Last minute changes to a page design?

Have you had to deal with


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Needing to change a 302

to a 301?



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Not having page level

data?



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These stem from not knowing the importance of the minutiae

Last minute changes to a page design

[“]It doesn’t matter if the user can only see the text in an image, who would care about copying that text, it’s

an edge case[“]

Needing to change a 302 to a 301

[“]Yeah, it means temporarily gone, but

people really won’t know that and it’s easier to

implement than the correct 301 permanently moved[“]


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Not having page level data

[“]Naming the page to something else is

sufficient, who really needs to know the

minutiae of whether there is a parameter added at

the end[“]

SEO

SEO

SEO

SEO

SEO

SEO

http://moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization


FE Eng

IT

Social

Copy

PM

Design



Really?!

Yes, really!

http://moz.com/rand/the-t-shaped-web-marketer/

http://moz.com/rand/the-t-shaped-web-marketer/

Guess what channel owns the web?

http://www.conductor.com/blog/2013/06/data-310-million-visits-nearly-half-of-all-web-site-traffic-comes-from-natural-search/

http://www.conductor.com/blog/2013/06/data-310-million-visits-nearly-half-of-all-web-site-traffic-comes-from-natural-search/


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[FUNNEL HERE]

Minimize The Work That

Gets Redone

The higher up in the funnel, the less the need to re-work on success


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1. Explain the importance minutiae2. Work with everyone3. Create a T-shaped company4. Leverage project success that often

depends on SEO5. Insert SEO higher up the project

funnel

Your Action Items


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Good Success

People coming to your desk for project questions


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Great Success

People coming with ideas that makes you jealous

you didn’t think of it first


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Jargon is in our DNA genes


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That page needs to have a meta noindexed tag with a

meta follow tag to stop having duplicate content while allowing the bot to

crawl the links on the page


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By implementing this specific tag, we will prohibitGoogle from showing the wrong page and

confusing people. At the same time, it will allow Google to find more pages to show to the world.

Ask Yourself:

Would your parents get it?

But I’ve tried and

failed

multiple times!

Fine, explain each jargon used while talking:

By adding “noindex, follow”:

1) Noindex prohibits Google from showing the world that page,

2) Stops duplicating content, which stops confusing people,

3) and follow will keep the bot crawling the links, aka letting Google to continue viewingadditional pages from that page

Something Funny

Something Serious


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1. Imagine explaining to your parents2. Be excited like NDGT in your

explanations3. Translate your jargon as you explain4. Get a swear jar and fund things you

are against5. Create your own personal dictionary

Your Action Items


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Good Success

Learning their jargon


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Great Success

Using multiple group jargons in the same meeting and all

understanding you


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Don’t let perfect

be the enemy of good


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Can’t have a block of text high up on the page?


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http://engineering.pinterest.com/post/109318939139/demystifying-seo-with-experiments

http://engineering.pinterest.com/post/109318939139/demystifying-seo-with-experiments


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Understand Other Team

Concerns

Are they resource constrained?

Are they cynical about work getting done?

Do they doubt your competency?


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1.Keep calm when presenting your points

2.Have many options available3.Prove your work4.Learn other team concerns5.Help the other team with their

projects

Your Action Items


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Good Success

Integrated teams


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Great Success

We are all out of a job


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Internet

Injecting SEO into Your Organization's DNA at SMX West 2015 by Micah Fisher-Kirshner