SEO Advice from SurveyMonkey Director of SEO and Growth, Eli Schwartz

TL;DR

SEO is still crucial for businesses in 2018 as other marketing channels become more expensive, and the untapped potential of organic traffic can generate significant returns.

Transcript

all righty let's jump right into it so first question does SEO still matter in 2018 or can companies ignore it and focus on other channels so this is a question I get asked a lot and I've been asked this question in many years past and sometimes the quote the answer could have been maybe but now I definitively think that SEO absolutely matters and ... Read More

Key Insights

• 🔍 SEO still matters in 2018 and companies should not ignore it. Other channels like PR and paid media have become more expensive, making SEO an untapped and cost-effective channel.
• 🏢 For e-commerce companies, focusing on good website architecture is important to ensure scalability and optimize SEO. Content-driven media companies have also done well in maximizing SEO value through cross-linking.
• 🔑 The key mechanism for SEO success is to ensure that your website is fully crawlable, with no orphan pages and proper cross-linking. Creating engaging and relevant content is also essential.
• 🔗 Building relevant and high-quality links is crucial for SEO success. However, it is important to focus on quality and relevance rather than quantity.
• 📱 Mobile optimization should not come at the expense of desktop optimization. Both platforms should be considered and tailored to user behavior and intent.
• ✈️ International SEO depends on the relevance of the product or service to a global audience. Consider localizing content, working with local directories, and understanding local search engines like Baidu and Naver.
• 🔒 GDPR offers new opportunities for SEO through required privacy policies that increase cross-linking opportunities. It also challenges paid advertising budgets, making organic traffic more important.
• 📈 Success metrics for SEO include growth in organic traffic, revenue generated from SEO, and meeting set goals and forecasts. However, measuring page rankings is not considered effective.
• 🚀 When hiring an SEO professional, look for creativity, curiosity, and analytical skills. They should be able to develop strategies, measure success, and iterate on their ideas.
• ⚒ Tools like Ahrefs, Google Analytics, Screaming Frog SEO Spider, and Google Search Console can help with tracking, technical analysis, and competitor research.
• 💡 To get started in SEO, create content, experiment, and learn from the outcomes. Personal blogs and passion projects are a great way to gain experience and knowledge in the field. LinkedIn is a good platform to connect with industry professionals.

Questions & Answers

Q: Does SEO still matter in 2018 or can companies focus on other channels?

SEO absolutely matters in 2018 and beyond. Rising costs in other marketing channels make SEO an essential and untapped opportunity for businesses to generate organic traffic with minimal investment.

Q: Where should companies focus their energy when starting with SEO?

For e-commerce companies, it is crucial to have a strong architecture in place that can handle scalability and optimize against competitors. Media companies should focus on maximizing the value of their content and using tools like Google Search Console and Google Analytics to measure performance and create more conversion-driven content.

Q: Who is doing SEO well?

Media companies have been successful in maximizing the value of their content through cross-linking and displaying relevant ads. Amazon is also a prime example in the e-commerce space, as they have developed a structure where every single product is discovered by search engines, allowing for easy discoverability and ranking.

Q: What are the important mechanisms for making a site SEO-friendly?

The most crucial aspect is ensuring that a site is fully crawlable. This includes having no orphan pages, proper URL structure, relevant images with appropriate alt tags and title tags, and avoiding spammy practices like paying for links on other sites. SEO should be user-centric and built to provide a seamless and relevant experience.

Q: Are there any outdated SEO practices that are no longer useful?

One outdated practice is using meta keywords, which were relevant in the past when search engines had difficulty understanding text. However, search engines have developed and can now understand text without the need for meta keywords. Focusing on relevant and high-quality content is more important than outdated practices.

Q: How do you approach SEO in the context of mobile-first and the popularity of mobile devices?

While mobile is essential, it should not overshadow desktop optimization. Consider user behavior and focus on ranking in the top three results, as there are usually fewer results displayed on mobile devices. Additionally, take into account the limited screen size and ensure that your website is user-friendly and provides a seamless experience across devices.

Q: What are the best practices for international SEO?

When expanding internationally, it is beneficial to have localized content, either by hiring local translators or using machine translation for less crucial content. Use subdirectories instead of separate websites for different languages and countries. Additionally, consider the specific search engine preferences in each country, such as Baidu in China and Naver in Korea.

Q: In the context of GDPR, how does SEO play a role?

GDPR presents opportunities for SEO by requiring updated privacy policies, which can serve as a valuable cross-linking tool within a website. The reduction of paid budgets due to GDPR can shift the focus towards organic SEO efforts. Additionally, SEO is one of the few channels that still works without requiring explicit user opt-ins, making it an attractive option.

Q: What tools should be used for SEO measurement and analysis?

Tools like Ahrefs and Google Analytics are helpful for tracking keywords, links, and traffic. Screaming Frog SEO Spider is a useful tool for crawling websites and analyzing technical aspects. Google Search Console is also essential for monitoring website performance and identifying areas of improvement.

Summary & Key Takeaways

• SEO is more important than ever due to the rising costs of other marketing channels like paid media and PR.

• Companies need to tap into the untapped potential of SEO, which can drive significant organic traffic and generate returns with minimal investment.

• The best way to start with SEO depends on the type of company, with e-commerce companies needing to focus on architecture and media companies maximizing the value of their content.

• Good architecture ensures scalability and proper optimization against competitors, while leveraging SEO tools like Google Search Console and Google Analytics helps monitor performance and create more conversion-driven content.