#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

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We are artists not builders

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We are artists not builders

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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)

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Influence pays the bills

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Influence pays the bills

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Enterprise SEO’s don’t get paid to deliver

slide decks

– We need results and that comes from others

helping!

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This is your challenge

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• 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

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Challenge everything you read with a test

– Don’t assume it is true even if Google

says it is

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Examples of expertise building from testing

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Examples of expertise building from testing

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• 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

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Test plan

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Test plan

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Use experiments to learn and let others

take the win

– Winning opens up the door to more

winning

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• Content

• Crosslinks

• Meta data

• Site architecture

• Nofollow/nolinks

• Image search

• ASO

Areas you can test

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• Content

• Crosslinks

• Meta data

• Site architecture

• Nofollow/nolinks

• Image search

• ASO

• A tweet from Google

Areas you can test

Examples

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Titles

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Meta description

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Inbound links

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Crosslinks

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Broad content

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ASO

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• 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

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Who built the Guggenheim in NYC?

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Architects build buildings

– Be the architect not the bricklayer

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THANK YOU!

Feel free to get in touch with questions@5le

or LinkedIn

SEE YOU AT THE NEXT #SMX