Trials & Tribble-ations by Micah Fisher-Kirshner at Advanced Search Summit DC 2019
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The arduous process of the Zendesk rebrand, the Zopim integration, the SEO areas tackled, along with the successes and failures achieved through it all.
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Trials & Tribble-ations by Micah Fisher-Kirshner at Advanced Search Summit DC 2019
- 1. TRIALS& TRIBBLE-ATIONS THE LONG BRAND MIGRATION
- 2. Head Legs Tail A Cat Minus Harm A Tribble SettingtheStage
- 3. PREPARATION FOR THE DRIVER’S SEAT
- 4. BACKSTORY A WORLD HISTORY LECTURE
- 6. AboutMe Father of two with an enjoyment of tech, sci-fi, gaming, 3d printing, and politics. A modern nerd. Director of SEO & Content at Turn/River Capital 10+ years in SEO President of BayAreaSearch.org BA in IR at The George Washington University @micahfk
- 8. What is Zendesk?Where do features fit? Zopim How and when to Integrate? IA Help Desk BeneaththeSurface @micahfk
- 9. PRE-RE-BRAND A DISH BEST SERVED COLD @micahfk
- 11. Metrics&Goals • Temporarily rank with link on Home Page • Internal links: blog posts, footer navigation, and exact anchor text • “relationships are complicated” phrase above the fold Supplement brand team’s mission with data
- 12. THERE-BRAND PUTTING ASIDE THE SEARCH EXPERIENCE @micahfk
- 13. @micahfk
- 16. @micahfk
- 17. @micahfk
- 21. Keep Separate? + Double-rank - Resources going away Redirect Over? + Focuses value - Piecemeal page transfers FutureProof @micahfk
- 22. TechnicalDifficulties • Blog lived on a subdomain • Few marketing pages on WWW • APIs, widgets, etc. keep Zopim name @micahfk
- 23. @micahfk
- 24. LongTransition 1. Top blog posts were 301’d 2. Full blog move, 404 unimportant ones 3. Temporary redirect pop-up warning 4. Domain switch with similar content @micahfk
- 25. livechatsoftware
- 26. INTERNAL ARCHITECTURE SORTING OUT THE MESS @micahfk
- 27. Splits /support/ & /help-desk-software/ Exactness /live-chat-software/ to /chat/ /support/features/wordpress-help-desk/ /help-desk-software/features/ticket-system/ Productization /help-center/ to /guide/ /guide/features/help-center/ /guide/features/customer-portal- software/customer-self-service-software/ /chat/features/magento-live-chat/ /chat/features/enterprise-chat-solution/ @micahfk
- 29. Page Tabs? + Comprehensive - Likely no additional value Same ATF? + Each valued - Poor search experience Catch-22 @micahfk
- 35. The Value • 3,000+ searches a month • Converted 3x any other page • Position 1-3 for “help desk software” • Most externally linked page • Achieved the featured snippet The Reaction @micahfk
- 43. Brand Company Tips • Train each new PMM on SEO value to them in person • Know who owns site portion to convince • Meet with teams asking how you can help them • Align your metrics to the company’s for proof • Set your SEO one-liner and use it constantly @micahfk
- 44. Branding Campaign Tips • Retrain SEO basics for designers and developers • Prepare SEO requests in advance to avoid misses • Always QA implementations to catch mistakes • Compromise, but keep pushing for more SEO wins • Understand why others disagree to convince better @micahfk
Notas del editor
- Head = bites Legs = scratches Tail = whacks your face
- [Story mode for how to prepare you with as much excitement as seen here]
- SEO != priority Success/Failure is mine alone Who I am influences their view on SEO Many teams to interact with Far from product marketing, close to dev
- (growth equity firm, middle ground btn in-house/agency) Not at Zendesk anymore – opinions are my own
- [Been at Zendesk for about a year before this change began to take place]
- [juggling a lot of issues underneath] … [So let’s dive into Zendesk’s re-branding]
- [Oh, what? You mean you just launch a rebrand campaign? Not at Zendesk]
- [In case you didn’t know, branding mattered to Zendesk]
- [Proactive outreach offering my help wherever I could to provide any online data impact was my focus as this kicked off. A cynic might say do what you can to get on their good side to get past politics, for me it was a genuine desire to help give them data where it is difficult to showcase effects – we as SEOs should emphasize and relate to those complications]
- [Whoops, once in motion it was hard to adjust focus to handle areas completely]
- [forgot about the visuals from Google images to the Knowledge Graph not picking up the new logos] [Part of this dealt with different team priorities as well, as company alignment isn’t perfect]
- [and other times where past set-ups were left intact] [and while I recognize you may fit in either of these two facial expressions, sometimes that’s the nature of what comes out]
- [also requires advanced planning, sometimes things you learn from experience, for example: different font type]
- [Navigation used text links whereas the main body copy used image links] [Different teams owned different sections of the site – could convince one on the importance of contextual internal linking, but not the other. One = growth / dev team, the other = brand team]
- [Consistent pushing about how SEO is a form of UX helped to build this mentality win]
- [Discuss the difficulty we had with help center as it then turned into “guide”] [major plus for a large nav given B2B world likes to minimize everything]
- [How big brands make that gradual shift asking about what to do with the two separate brands and when]
- [Had to pushback on a few higher-ups that wanted to keep both, laid out case why that wouldn’t work, aligned with PMM:] [rankings slowly degrading with current team that was going away on a site that needed technical fixes, planned obsolesce into Zendesk Chat would cause confusion and further degrade the site]
- [took way longer that it should have to begin the transition over (too much compromise)]
- [As this was going on…]
- [took way longer that it should have to begin the transition over (too much compromise) turning the site into an ugly shell of what it was before]
- [what that looked like]
- [Don’t want to re-do efforts created with redirects]
- [How to Transition? Betas to Add-ons] [Trained each new PMM as they onboarded to be able to work with them on SEO]
- [TBD]
- The linear view
- The linear view
- The unfortunate real search view [1,2,3 instead of arrow?] …so some groups got it, others… not so much
- This page had the term above the fold, a strong CTA, lovely graphics, long page filled with relevant content, in-body links, enterprise gartner link, and other relevant pages to highlight.
- The issue stemmed from the company going up-market and being a broader service, and as a result the view changes. What can unfortunately happen is that rather than talk about how a company is now more than it was before, often the old area becomes “the phrase that must not be named” leading to relegating the help desk page to an isolated corner of the site.
- [Worked with the project manager and product marketing manager of Zendesk Support to explain why we needed it so high]
- [Was able to include it into the Support page, but that’s where it is important to always double-check the work as the link went to the paid LP instead (because, again, exact matches in URL weren’t liked)]
- [Fortunately, the persistence and data acknowledgement did lead to a recognition that updating the page was in order with the redesign given how strong it was overall for conversions.]
- [out of the pile of things, here’s some of the key areas to pull out of it]
- [when handling smaller situations like a re-brand]
- [Before I go, I leave you with one lasting tip: Our brand team was familiar with how brand redesigns often elicit strong emotions of negativity to change and I was prepared to use that to gain as many links as possible from this horde]
- [And with that, I thank you for listening and hope to have at least imparted a lasting fascination with these Tribbles.]