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@e_mpotter
SearchPilot (formerly DistilledODN)
FAILED
Year entered the SEO industry:
2013 2005 2018
We’re all bad at SEO1.
Getting to page one is the easy part2.
Start working with your product
teams
3.
Takeaways4.
Most “best practice”
SEO tactics fail
@e_mpotter
#WTSFest
Example one:
Meta descriptions
SEO Technical Audit
How often have you recommended this?
How often have you recommended this?
SEO Technical Audit
[Opener] + [Description with primary and
secondary keywords] + [CTA]
And then made a spreadsheet like this?
91% of meta description
changes had no
detectable impact
Custom
Not custom
Custom
Not custom
Not custom
Not custom
We’re seeing
this more and
more
Why don’t we just
remove them?
Removing meta descriptions on pharmacy store
website
Removing meta descriptions on pharmacy store
website
Result
Swap “best practice”
for user approach
@e_mpotter
#WTSFest
We’re all bad at SEO meta descriptions1.
We’re all bad at SEO1.
Getting to page one is the easy part2.
For high volume queries,
traditional ranking factors
matter less in top 5 results
Users are really
hard to predict
@e_mpotter
#WTSFest
FAQ
SCHEMA!
What if we used
FAQ schema
instead?
What if some SEO at IMDb wanted to do this?
You can only have 1:
Rating/Price or FAQ
@e_mpotter
#WTSFest
What if some SEO at IMDb wanted to do this?
Results
Make sure you test
which schema is most
valuable for your site
@e_mpotter
#WTSFest
But what if IMDb did this and hadn’t tested?
Big brands win by not
making mistakes
Fixing broken breadcrumb schema
https://www.searchpilot.com/people/e-potter
Add schema for
breadcrumbs
Fixing broken breadcrumb schema
https://www.searchpilot.com > About > People
Add schema for
breadcrumbs
Fixing broken breadcrumb schema
Fixing broken breadcrumb schema
Fixing broken breadcrumb schema
Even previously
good changes can
become bad
@e_mpotter
#WTSFest
So what the f*** happened?
CTR
Before After
Before After
Competitors had it
Users are really
hard to predict
@e_mpotter
#WTSFest
Takeaway
Don’t blindly follow “best
practice” approaches
@e_mpotter
#WTSFest
Takeaway
Accept you don’t always
know what the results will
be and test
@e_mpotter
#WTSFest
Takeaway
Consider how the change
you’re implementing
improves your target
metric
@e_mpotter
#WTSFest
How will this change improve CTRs?
Before After
We’re all bad at SEO1.
Getting to page one is the easy part2.
Start working with your product
teams
3.
For top ranking
brands, we don’t
actually know
what a ranking
factor is anymore
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
React is a JavaScript
framework that is
popular with
developers
It can create beautiful user experiences
But it can also go wrong...
For this test, nothing visible on the page changed
Just some parts of the the page now utilised React
Now loads in
React
Just some parts of the the page now utilised React
Now loads in
React
W.T.F!!
!
Two important points
First, the page was server side rendered
Now loads in
React
Meaning Googlebot doesn’t need to render JavaScript
Now loads in
React
This site implemented
JavaScript correctly
Second, the JavaScript made the page load faster
Now loads in
React
Takeaway
JavaScript changes made
with both users and SEO
in mind can be winners
@e_mpotter
#WTSFest
Takeaway
Work with your product
teams, to make sure you
both of you don’t screw up
@e_mpotter
#WTSFest
We’re all bad at SEO1.
Getting to page one is the easy part2.
Start working with your product
teams
3.
Takeaways4.
Don’t blindly follow
“best practice”
approaches, most fail
Test it.
@e_mpotter
#WTSFest
For big brands,
ranking factors need
not apply
Test it.
@e_mpotter
#WTSFest
Test it.
Instead, follow a user-
centric approach to
SEO
@e_mpotter
#WTSFest
Thanks
!
@e_mpotter

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[Final] Women in Tech SEO - Emily Potter - 2020

Editor's Notes

  1. 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
  2. Think about how to say this firtst woman EVER? lies
  3. Curse of knowledge -- before I came along these were the two people who had done the most title tests
  4. Think about how to say this firtst woman EVER? lies
  5. Fixed font Product or UX/web design/etc sentence to describe them Maybe soften this
  6. Consider people are reading it Just a slide that says that
  7. Say in the oder Make more readable
  8. Maybe not SP specific observations -- maybe you’ve noticed this start to happen
  9. Example client -- fictional client, repeat that they’re not a client
  10. Takeaway slide instead of structure slide You’re doing great tom papa
  11. Getting to page one is the easy part -- update universally
  12. "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..."
  13. For every actor or movie they’’re always going to rank in the top 5
  14. Updated --- might be a bombshell for people
  15. Traffic drops -- and seo is going to say rankings having changed But it’s because of this
  16. ***Updated
  17. Text heavy --- just the green line -- 13 minutes
  18. Text heavy --- just the green line -- 13 minutes
  19. 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
  20. ****Uodated
  21. Even John lews that have this BS in there
  22. Nneed to update was at 16:30
  23. Reaction react joke
  24. Mention them here
  25. Don’t go into depth
  26. ****Updated