Show notes
Resources:Eli’s Twitter: https://twitter.com/5leEli’s LinkedIn: https://www.linkedin.com/in/schwartze/Eli’s article on SEO as the most efficient channel: https://www.elischwartz.co/seo-profit-calculation-and-why-it-beats-every-other-channel/Notes:[[SEO team should Have a strategy that works for their organizationBe easy to work with[Be willing to admit when you don’t knowRun tests and experiments[Test against everything on you can (and it may make sense)[Challenging because we’re moved away from lower funnel conversionsAn infrastructural advantage that makes SEO more challengingNeed to have a strong multi-touch, blended attribution systemWhat about infrastructure? Should companies offer free versions?Who should SEO report to?[Organic as a puzzleMore interest in organicPrivacy revolution California consumer privacy actGoogle taking more organic in space for paid[Huge cultural componentTranslations can be hard (since context can be lost)What is that people are searching for? How to understand their intent?Don’t discount value of calls to action? (even as an SEO) [Importance of driving ROIImportance of getting organic team visibility within organization[Use dataMuch traffic we drove, how much convertedHow much we’re not spending on brand?[Paid ROI ends when you stop paying GoogleIncreasing organic visibility offers the potential to drive down cost (potentially long-term)“Paid marketing is like renting a house while SEO is like paying for a mortgage.” <- https://www.elischwartz.co/seo-profit-calculation-and-why-it-beats-every-other-channel/Also potential to build a communityBe conservative in forecasts[Helps with being able to ask more clear requests (especially with engineers)Understanding the logical processesBeing able to read code and debug issuesBeing able to use Codecademy, Udemy, or Khan Academy to learn basics would help (not necessary, only if you want to)[Understanding competition / players in the ecosystemWhat do competitors rank forWhat do their backlinks look likeWhat does the keyword landscapeMost challenging:When the product and category don’t exist yet?Super hard to forecastCreating a brand name?Google appear with a “did you mean”ResearchKeyword researchQuoraRedditGoogle Trends[Teach SEO at a high enough level that audience understands what you do, how much impact organic search has had, and when they should come to youTalk about success journey / relevant studies[Amazon team <- prioritized SEO and testingEveryone now playing catch up It conditions us to go to Amazon[Across every vertical SEO is going to changePaid will grow, get more expensiveSEO growing, because everyone is going to want to figure it out[36:00] Closing question1. Be super diplomatic – come with plan A, B, and C. 2. Go back to basics3. Organic is the most important channel – keep working at it, it takes time to see results, it’s worth the effortFavorite quotes:“Everyone thinks they can drive a boat, but nobody thinks that they can fly a plane.” (Analogy to how reading one article doesn’t make you an expert in SEO.)“I think of organic as a puzzle. There is no rule book… You really have to figure out the unique fingerprint of each site.”“So you should make sure you team (if you’re on an organic team) has as much visibility and importance (as the paid search team), because you’re you’re not spending money and doing the exact same thing as the paid (search) team and you’re driving that traffic for free.”“When you’re working with larger companies, nothing is straight-forward.”The post 8. Interview w/ Eli Schwartz appeared first on TechnicalSEO.com.
