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Presented at Pubcon Las Vegas 2013 on in-house SEO
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In-House SEO
SEO Data is the Marketing Meth You Can Cook at Your Desk
Presented by:Eli SchwartzOnline Marketing ManagerSurveyMonkey
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SEO @ SurveyMonkey
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In-House SEO: How Others Think of You
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In-House SEO: This Should Be You
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Hook Your Co-Workers on SEO Data Meth
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Advantages to Using SEO Data
• LESS dumb questions• Impossible rankings• Meta keywords• Cloaking, hidden links• You will be the only SEO
expert• Other teams might include
you in meetings at project start• Make more friends• Work becomes more fun
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How to Use SEO Data Effectively
• Back up SEO requests with data from YOUR site(s)Don’t trust every blog post that you read
• Say “I don’t know” frequently • Share results of any SEO experiment with all
stakeholders• Failures reinforce SEO as a marketing effort; not
dark artMagicians never screw up
• Successes motivate people to help youThank all the individuals that worked on the project
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Where to Get Data?
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Case Study: What is the Impact of Social (for SurveyMonkey)
• Launched brand new pages on SurveyMonkey.comContent URL’s had never been seen before by GooglePosted to a single social network immediately after publishingResearched logs to look for same day correlation to Googlebot
crawl
• Tests:Shared on corporate Google Plus with 1,900 followersShared on personal Google Plus with 155 followersShared on corporate Facebook page with 130k fansShared on personal Facebook streamShared on corporate Twitter with 11k followersShared on multiple personal Twitter profilesTested on links with internal links and those without
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Results From Social Test
• Googlebot crawled 6 seconds after the Google snippet crawler
Facebook Twitter Google+
Crawled ✖ ✖ ✔
Indexed ✖ ✖ ✔
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Case Study: How Does Google Crawl a Site (and others don’t)
• Launched a new Turkish language web property• Google crawl order
1. Robots.txt2. Header links3. Footer links4. Internal links over the next 24 hours
• BingbotFirst URL crawled after almost 2 daysCrawl did not begin in earnest until 5th day
• Yahoo SlurpCrawled robots.txt after 15 minutesDid not crawl any other pages for 15 days
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How Long Did Googlebot Discovery Take?
4 seconds
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Case Study: Redirect ALL URL’s to SSL
• Product team made the decision to increase security for all customers (SSL)
• Required redirecting all pages to https:// from http://• Plan was to launch in 2 stages
302 redirect – for testing and easy rollback 301 redirect – after successful tests
Update canonicals and sitemaps
• What happened?On the second day after 302 redirects, Googlebot crawled only
https:// URL’sIncorrect canonicals kept the http:// URL’s in the index after the
301 redirects Corrected canonicals swapped out indexed http:// URL’s for
https:// in 48 hours
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Tools for Collecting SEO Data
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ScreamingFrog: Mimic How Google Crawls
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Tamper for Redirect Issues
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Splunk: Log Analysis
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AWStats + “Extra Section”
Extra section: http://bit.ly/awstatsextra
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NerdyData: Search Engine for Source Code
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Market Research: Learn What Users Think
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Summary
• Always be testing• Build trust in your abilities by sharing results• Crawl analysis will teach you more about
Googlebot than most SEO blogs
• Tools:Crawling: Screaming FrogRedirects: TamperLogs: Splunk, AwstatsCode research: NerdyDataMarket Research: SurveyMonkey Audience
• Link bundle here: http://bit.ly/pubcon13