Modern SEO Manager's Secrets

Some tools and techniques I used in enterprise SEO.

Transcript

1. #pubcon https://accidentalseomanager.com @ashnallawalla Modern Corporate SEO Manager’s Secrets Ashok Nallawalla Author: Accidental SEO Manager @ashnallawalla@writing.exchange
2. #pubcon https://accidentalseomanager.com @ashnallawalla About Ash • In-house corporate SEO, about 30 international brand websites in the auto industry in four languages. • Local Search moderator at Webmasterworld.com forum • Previously in enterprise SEO roles, notably Suncorp Insurance Group, NAB, ANZ Bank, UBank, Optus and Yellow Pages • Consultant to SMB clients • Book author (link top right) • VK3BT (ham radio callsign) 2
3. #pubcon https://accidentalseomanager.com @ashnallawalla FRIENDLY FIRE When your peers work contrary to your SEO efforts
4. #pubcon https://accidentalseomanager.com @ashnallawalla What Is “Friendly Fire”? • Internal conflicts are caused by teams who care for their own excellence, but forget the larger picture. Examples: – Rate-limiter or bot-protection prevents SEO crawling – UX team won’t take SEO input on IA, navigation, colour contrast – Legal does not like certain words. – Your recruiters eliminate promising SEO applicants. – IT locks down computers. – Marketing buys domains without SEO input. – Content team won’t take SEO input. – Product managers redesign the site without SEO input – etc 4
5. #pubcon https://accidentalseomanager.com @ashnallawalla Communicate! • Friendly fire can be resolved by improving your communication skills. • Hold SEO educational sessions for various teams and show examples of issues (diplomatically). • Ask your manager to watch out for such potential conflicts. 5
6. #pubcon https://accidentalseomanager.com @ashnallawalla Sniffing Internal Chats • Be notified of relevant i.e. SEO discussions by using keywords. (example uses Slack) • Subscribe to all likely channels if they are open. 6
7. #pubcon https://accidentalseomanager.com @ashnallawalla KEYWORD REGISTER A Useful By-product.
8. #pubcon https://accidentalseomanager.com @ashnallawalla Keyword Research • I prefer the free Google Keyword Planner for research, which needs an active, funded account to get usable numbers. • You can use your favourite tool if you wish. 8
9. #pubcon https://accidentalseomanager.com @ashnallawalla Keyword Register • I group keywords into Entities and don’t worry about tracking them individually. I measure keyword visibility at that entity level. • This is called a Keyword Register (more to come). 9
10. #pubcon https://accidentalseomanager.com @ashnallawalla Obligatory ChatGPT Slide • Everybody’s mentioning it! • Get entity or blog post name suggestions. 10
11. #pubcon https://accidentalseomanager.com @ashnallawalla VISIBILITY MATRIX Finding gaps to focus on.
12. #pubcon https://accidentalseomanager.com @ashnallawalla Visibility Checking • My preferred tool is Rank Tracker, which is one of the tools in SEO PowerSuite from Link-Assistant.com. (US$499/yr for the Enterprise edition) • I use it differently than the recommended way and will show how. 12
13. #pubcon https://accidentalseomanager.com @ashnallawalla One Project per Entity • (Not one project for all the keywords for a domain.) • Each domain gets many such projects, one per entity. 13
14. #pubcon https://accidentalseomanager.com @ashnallawalla Ranking Summary • Shows the % visibility for a given entity and those of competitors. • These figures are sent to the Visibility Matrix. 14
15. #pubcon https://accidentalseomanager.com @ashnallawalla Visibility Matrix • It makes it easy to spot visibility gaps (in red), which usually correspond to low conversions. • These gaps are tasks for the SEO team to investigate, e.g. technical, links and content – here I will talk about Content. 15 SUMMARY TAB ALMOND ENTITY TAB
16. #pubcon https://accidentalseomanager.com @ashnallawalla Benefits for Content • Your writers need to know your best keywords and should keep track of their usage in the Keyword Register. • When writing a new page for an entity, they should pick a mix of high- and low-volume keywords as appropriate. • If they use a keyword once, they place a 1 in the column for the URL. • If your writers don’t want this task, someone from the SEO team should do it for them. 16
17. #pubcon https://accidentalseomanager.com @ashnallawalla Keyword Register (revisited) • Filled-out register shows where you used the individual keywords. 17
18. #pubcon https://accidentalseomanager.com @ashnallawalla Summary 18
19. #pubcon https://accidentalseomanager.com @ashnallawalla IS SEO WORTH THE EXPENSE? Getting SEO funding
20. #pubcon https://accidentalseomanager.com @ashnallawalla Justifying SEO Expense • Commonly asked by upper management – why do we need this SEO solution? Can you justify it? 20
21. #pubcon https://accidentalseomanager.com @ashnallawalla Click-Through Rate Studies • SERP CTR studies have been conducted many times: • October 2022 by BackLinko https://backlinko.com/google-ctr-stats • June 2022 by Advanced Web Ranking https://www.advancedwebranking.com/ctrstudy/ • November 2021 by seoClarity https://www.seoclarity.net/mobile-desktop-ctr-study- 11302/ 21
22. #pubcon https://accidentalseomanager.com @ashnallawalla Ingredient 1 • Pick one of the CTR studies and use its % rates. E.g. BackLinko 22
23. #pubcon https://accidentalseomanager.com @ashnallawalla Ingredients 2 – 5 • Estimated monthly search volume for an unbranded keyword that ranks low on page #1. • Value of a single visit per product. • Current ranking for the main keyword for the product and its CTR. • Monthly organic search revenue for the product. 23
24. #pubcon https://accidentalseomanager.com @ashnallawalla Calculations • Adapt these calculations as needed, e.g. add your conversion rate. • Note: This is for one keyword! 24
25. #pubcon https://accidentalseomanager.com @ashnallawalla Summary • Downloads: https://accidentalseomanager.com/pubcon • This slide deck • Excel sheets (at above URL): – Visibility Matrix – Keyword Register 25 Ash Nallawalla • Twitter: @ashnallawalla • Mastodon: @ashnallawalla@writing.exchange • Email: ash@crm911.com • Web: https://accidentalseomanager.com
26. Pubcon Austin 2023, Feb 27-28 Modern Corporate SEO Manager Ash Nallawalla - Senior Enterprise SEO, Carsales.com.au Actionable tips on how to get the most from a tight budget, or working with difficult colleagues whose work can disrupt your best SEO efforts. How you can combine yours efforts in keyword research and content management with a keyword register. How low-priced, or free tools can help you deliver a great result. Ash will share a couple of spreadsheets he has used for many years to track dozens of small and large client accounts.
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