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[Final] Women in Tech SEO - Emily Potter - 2020
- 12. FAILED
- 16. Year entered the SEO industry: 2013 2005 2018
- 17. We’re all bad at SEO1. Getting to page one is the easy part2. Start working with your product teams 3. Takeaways4.
- 19. Most “best practice” SEO tactics fail @e_mpotter #WTSFest
- 21. SEO Technical Audit How often have you recommended this?
- 22. How often have you recommended this? SEO Technical Audit [Opener] + [Description with primary and secondary keywords] + [CTA]
- 23. And then made a spreadsheet like this?
- 24. 91% of meta description changes had no detectable impact
- 25. Custom Not custom Custom Not custom Not custom Not custom We’re seeing this more and more
- 26. Why don’t we just remove them?
- 27. Removing meta descriptions on pharmacy store website
- 28. Removing meta descriptions on pharmacy store website
- 30. Result
- 31. Swap “best practice” for user approach @e_mpotter #WTSFest
- 32. We’re all bad at SEO meta descriptions1.
- 33. We’re all bad at SEO1. Getting to page one is the easy part2.
- 35. For high volume queries, traditional ranking factors matter less in top 5 results
- 36. Users are really hard to predict @e_mpotter #WTSFest
- 38. FAQ SCHEMA!
- 39. What if we used FAQ schema instead?
- 40. What if some SEO at IMDb wanted to do this?
- 41. You can only have 1: Rating/Price or FAQ @e_mpotter #WTSFest
- 42. What if some SEO at IMDb wanted to do this?
- 44. Results
- 45. Make sure you test which schema is most valuable for your site @e_mpotter #WTSFest
- 46. But what if IMDb did this and hadn’t tested?
- 47. Big brands win by not making mistakes
- 48. Fixing broken breadcrumb schema https://www.searchpilot.com/people/e-potter Add schema for breadcrumbs
- 49. Fixing broken breadcrumb schema https://www.searchpilot.com > About > People Add schema for breadcrumbs
- 50. Fixing broken breadcrumb schema
- 51. Fixing broken breadcrumb schema
- 53. Fixing broken breadcrumb schema
- 54. Even previously good changes can become bad @e_mpotter #WTSFest
- 55. So what the f*** happened?
- 56. CTR
- 58. Before After
- 59. Before After
- 61. Users are really hard to predict @e_mpotter #WTSFest
- 62. Takeaway Don’t blindly follow “best practice” approaches @e_mpotter #WTSFest
- 63. Takeaway Accept you don’t always know what the results will be and test @e_mpotter #WTSFest
- 64. Takeaway Consider how the change you’re implementing improves your target metric @e_mpotter #WTSFest
- 65. How will this change improve CTRs? Before After
- 66. We’re all bad at SEO1. Getting to page one is the easy part2. Start working with your product teams 3.
- 67. For top ranking brands, we don’t actually know what a ranking factor is anymore
- 68. Implementing new product page template $60 Shop our over 600 different styles of women’s shoes to complete your wardrobe. We have heels, boots, trainers, and any other type of shoe you could imagine. All our shoes come with free shipping and handling. Dresses Jackets Shoes Activewear Accessories Women's Shoes 654 results New In! Red heels $55 Teal heels Black heels $65
- 69. React is a JavaScript framework that is popular with developers
- 70. It can create beautiful user experiences
- 71. But it can also go wrong...
- 73. For this test, nothing visible on the page changed
- 74. Just some parts of the the page now utilised React Now loads in React
- 76. Just some parts of the the page now utilised React Now loads in React
- 77. W.T.F!! !
- 79. First, the page was server side rendered Now loads in React
- 80. Meaning Googlebot doesn’t need to render JavaScript Now loads in React
- 81. This site implemented JavaScript correctly
- 82. Second, the JavaScript made the page load faster Now loads in React
- 83. Takeaway JavaScript changes made with both users and SEO in mind can be winners @e_mpotter #WTSFest
- 84. Takeaway Work with your product teams, to make sure you both of you don’t screw up @e_mpotter #WTSFest
- 85. We’re all bad at SEO1. Getting to page one is the easy part2. Start working with your product teams 3. Takeaways4.
- 86. Don’t blindly follow “best practice” approaches, most fail Test it. @e_mpotter #WTSFest
- 87. For big brands, ranking factors need not apply Test it. @e_mpotter #WTSFest
- 88. Test it. Instead, follow a user- centric approach to SEO @e_mpotter #WTSFest
Editor's Notes
- Own that this is about big brands -- sorry, not sorry bout it A number of smart people have spoken about -- maybe speak to Areej about intro
- Think about how to say this firtst woman EVER? lies
- Curse of knowledge -- before I came along these were the two people who had done the most title tests
- Think about how to say this firtst woman EVER? lies
- Fixed font Product or UX/web design/etc sentence to describe them Maybe soften this
- Consider people are reading it Just a slide that says that
- Say in the oder Make more readable
- Maybe not SP specific observations -- maybe you’ve noticed this start to happen
- Example client -- fictional client, repeat that they’re not a client
- Takeaway slide instead of structure slide You’re doing great tom papa
- Getting to page one is the easy part -- update universally
- "Tom found that the higher you rank, and the more competitive and high volume the keywords, the less traditional ranking factors actually mattered. That's the opposite of what most of us would expect, and it speaks to Google getting cleverer at using data from its own platforms to rank results..."
- For every actor or movie they’’re always going to rank in the top 5
- Updated --- might be a bombshell for people
- Traffic drops -- and seo is going to say rankings having changed But it’s because of this
- ***Updated
- Text heavy --- just the green line -- 13 minutes
- Text heavy --- just the green line -- 13 minutes
- You might blindly roll out breadcrumb changes -- avoid we all have implemented changes based on best practice Even John lews that have this BS in there
- ****Uodated
- Even John lews that have this BS in there
- Nneed to update was at 16:30
- Reaction react joke
- Mention them here
- Don’t go into depth
- ****Updated