SEO  Is  Dead?  

Casey  Winters  PM  Growth  @  Pinterest  

@onecaseman  caseyaccidental.com  

Is  SEO  s>ll  an  important  growth  channel?  

Casey  Winters  |  @onecaseman  |  caseyaccidental.com  

Why  could  it  maCer?  

•  One  of  a  few  channels  with  true  scale  •  Only  cost  is  engineering  opportunity  cost  

Casey  Winters  |  @onecaseman  |  caseyaccidental.com  

How  do  you  priori>ze  SEO?  

Casey  Winters  |  @onecaseman  |  caseyaccidental.com  

How  do  you  know  what  box  you’re  in?  

•  Who?    •  What?    •  When?    •  Where?    •  How?    

 

GrubHub,  every  restaurant  name    food,  delivery,  Chinese,  indian,  menus  breakfast,  lunch,  dinner,  late  night  Vancouver,  University  of  BC,  Kitsilano  Online  ordering,  mobile  app    

Casey  Winters  |  @onecaseman  |  caseyaccidental.com  

Now  test  for  search  volume  and  compe>>veness  

Casey  Winters  |  @onecaseman  |  caseyaccidental.com  

What  is  good  SEO?  

•  Short  answer:  really  good  landing  pages  •  Long  answer:  relevant  and  authorita>ve  

 

Casey  Winters  |  @onecaseman  |  caseyaccidental.com  

Relevance:  On  Page  Factors  •  Title  tags  •  HTML  tags  •  Text  •  URL  •  Uniqueness  •  Freshness  •  Where  keywords  are  located  •  Diversity  of  content  types  •  Number  of  links  on  the  page  •  Ad  blocks  on  the  page  

 

Casey  Winters  |  @onecaseman  |  caseyaccidental.com  

Authority:  Off  Page  Factors  

•  Quan>ty  of  external  links  •  Quality  of  external  links  •  Anchor  text  of  links  •  Metrics  from  search  engines  e.g.  bounce  rate  and  CTR  

•  Content  area  of  external  links  •  Diversity  of  link  types  

 

Casey  Winters  |  @onecaseman  |  caseyaccidental.com  

Prequisites:  Discoverability  and  Readability  

•  Search  engines  use  spiders  or  crawlers  to  DISCOVER  pages  across  the  web  

•  They  READ  any  content  they  find  on  those  pages  –  Text  –  Flash  –  JavaScript  –  AJAX  –  Images  –  Video  

•  So,  in  order  to  succeed  you  need  to  be  DISCOVERABLE  and  READABLE  

Casey  Winters  |  @onecaseman  |  caseyaccidental.com  

You’re  bought  in:  What’s  next?  

•  SEO  is  engineering/product  driven  •  Change  your  site  to  improve  •  Do  experiments  – Adding  content  /  pages  –  Improving  uniqueness  – Helping  search  engines  find  your  content  

•  You  can’t  experiment  on  aCrac>ng  links    

Casey  Winters  |  @onecaseman  |  caseyaccidental.com  

I  only  have  a  mobile  app.  Should  I  care?  

Casey  Winters  |  @onecaseman  |  caseyaccidental.com  

Obligatory  Connec>ng  Slide  

•  Connect  with  me  on  TwiCer:  @onecaseman  •  Read  my  blog:  caseyaccidental.com  •  Work  me  at  about.pinterest.com/careers  •  Use  Pinterest  heavily  so  I  can  keep  my  job  

 

Casey  Winters  |  @onecaseman  |  caseyaccidental.com