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Growth Marking Conference 2018 - SEO with a growth mindset
1. Winning at SEO with a
Growth Mindset
Presented by: Eli Schwartz
Director of Growth, SurveyMonkey
2. Director @ SurveyMonkey
A decade - plus leading in-house SEO
teams
Spent 2 years in Asia leading APAC
marketing for SurveyMonkey
Global speaker on enterprise SEO
Writer for multiple industry search blogs
27. 27
Let’s talk about some concepts
• No follow vs follow
• 301 vs 302
• Title tag length
• Title tag content
• Prices, Dates, People
• Javascript or no Javascript
• H1 vs H2
• Page speed
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Include others in the test plan
SEO
SalesProduct Eng Design Data Growth Content
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Write a hypothesis:
Traffic will go up
• In a meaningful way
Traffic will go down
• In a meaningful way
No impact
• The most common
scenario
The page will be
penalized
• Take risks
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How are we going to test it?
Titles Release a new page Implement a script Deindex a page
Updates, numbers,
how to, extend,
shorten
How is it crosslinked
Ignore cross links
Onpage, GTM Have a plan to bring it
back
34. 34
Results and Timing
• How and WHEN are you are going to measure?
• Revenue
• Conversions
• Traffic
• Rankings
• 2 weeks?
• 6 months?
42. 42Confidential
Bonus case studies
• International canonical
• Domains were colliding
• Keyword order in title
• It matters
• Mentions of a website with no links
• Google crawls
• Buying bad links
• They work
• Long titles
• Still rank on KW
• Iframes