{"id":797,"date":"2019-06-18T06:35:29","date_gmt":"2019-06-18T13:35:29","guid":{"rendered":"https:\/\/technicalseo.com\/insights\/?post_type=episode&#038;p=797"},"modified":"2019-06-18T13:12:43","modified_gmt":"2019-06-18T20:12:43","slug":"eli-schwartz","status":"publish","type":"episode","link":"https:\/\/technicalseo.com\/insights\/podcast\/eli-schwartz\/","title":{"rendered":"8. Interview w\/ Eli Schwartz"},"content":{"rendered":"\n<h2><span style=\"background-color: rgb(232, 234, 235);\"><b>Resources:<\/b><\/span><\/h2>\n\n\n\n<ul><li><strong>Eli&#8217;s Twitter<\/strong>:&nbsp;<a href=\"https:\/\/twitter.com\/5le\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/twitter.com\/5le<\/a><\/li><li><strong>Eli&#8217;s LinkedIn<\/strong>:&nbsp;<a href=\"https:\/\/www.linkedin.com\/in\/schwartze\/\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/www.linkedin.com\/in\/schwartze\/<\/a><\/li><li>Eli&#8217;s article on SEO as the most efficient channel:&nbsp;<a href=\"https:\/\/www.elischwartz.co\/seo-profit-calculation-and-why-it-beats-every-other-channel\/\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/www.elischwartz.co\/seo-profit-calculation-and-why-it-beats-every-other-channel\/<\/a><\/li><\/ul>\n\n\n\n<h2><strong>Notes<\/strong>:\n\n<\/h2>\n\n\n\n<p>[0:00] Intro<\/p>\n\n\n\n<p>[2:10] How long did it take for SEO to be sought out as leaders within company?<\/p>\n\n\n\n<ul><li>SEO team should&nbsp;<ul><li>Have a strategy that works for their organization<\/li><li>Be easy to work with<\/li><\/ul><\/li><\/ul>\n\n\n\n<p>[3:30]&nbsp; How to do deal with someone that thinks they know everything, but actually know little?<\/p>\n\n\n\n<ul><li>Be willing to admit when you don&#8217;t know<\/li><li>Run tests and experiments<\/li><\/ul>\n\n\n\n<p>[5:40] How do you establish a testing culture?<\/p>\n\n\n\n<ul><li>Test against everything on you can (and it may make sense)<\/li><\/ul>\n\n\n\n<p>[8:00] What are the challenges of doing SEO for an eComm site with a strong lite\/free version?<\/p>\n\n\n\n<ul><li>Challenging because we&#8217;re moved away from lower funnel conversions<ul><li>An infrastructural advantage that makes SEO more challenging<\/li><\/ul><\/li><li>Need to have a strong multi-touch, blended attribution system<\/li><li>What about infrastructure?&nbsp;<ul><li>Should companies offer free versions?<\/li><li>Who should SEO report to?<\/li><\/ul><\/li><\/ul>\n\n\n\n<p>[13:50] What drew Eli to organic search? (specifically because he used to be the &#8220;marketing guy&#8221;)<\/p>\n\n\n\n<ul><li>Organic as a puzzle<\/li><li>More interest in organic<\/li><li>Privacy revolution&nbsp;<ul><li><a href=\"https:\/\/en.wikipedia.org\/wiki\/California_Consumer_Privacy_Act\" target=\"_blank\" rel=\"noreferrer noopener\">California consumer privacy act<\/a><\/li><\/ul><\/li><li>Google taking more organic in space for paid<\/li><\/ul>\n\n\n\n<p>[18:00] Any differences you&#8217;ve seen in working with different international markets?<\/p>\n\n\n\n<ul><li>Huge cultural component<\/li><li>Translations can be hard (since context can be lost)<\/li><li>What is that people are searching for? How to understand their intent?<\/li><li>Don&#8217;t discount value of calls to action? (even as an SEO)&nbsp;<\/li><\/ul>\n\n\n\n<p>[21:00] SEO extending beyond getting visits?<\/p>\n\n\n\n<ul><li>Importance of driving ROI<ul><li>Importance of getting organic team visibility within organization<\/li><\/ul><\/li><\/ul>\n\n\n\n<p>[23:30] How to get internal visibility (as much as paid)?<\/p>\n\n\n\n<ul><li>Use data<ul><li>Much traffic we drove, how much converted<\/li><li>How much we&#8217;re not spending on brand?<\/li><\/ul><\/li><\/ul>\n\n\n\n<p>[24:30] SEO as the most efficient channel<\/p>\n\n\n\n<ul><li>Paid ROI ends when you stop paying Google<\/li><li>Increasing organic visibility offers the potential to drive down cost (potentially long-term)<\/li><li>&#8220;Paid marketing is like renting a house while SEO is like paying for a mortgage.&#8221; &lt;-&nbsp;<a href=\"https:\/\/www.elischwartz.co\/seo-profit-calculation-and-why-it-beats-every-other-channel\/\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/www.elischwartz.co\/seo-profit-calculation-and-why-it-beats-every-other-channel\/<\/a><\/li><li>Also potential to build a community<\/li><li>Be conservative in forecasts<\/li><\/ul>\n\n\n\n<p>[27:00] Does understanding\/knowing how to program help SEO work?<\/p>\n\n\n\n<ul><li>Helps with being able to ask more clear requests (especially with engineers)<ul><li>Understanding the logical processes<\/li><\/ul><\/li><li>Being able to read code and debug issues<\/li><li>Being able to use Codecademy, Udemy, or Khan Academy to learn basics would help (not necessary, only if you want to)<\/li><\/ul>\n\n\n\n<p>[29:00] How to prepare a go-to-market strategy?<\/p>\n\n\n\n<ul><li>Understanding competition \/ players in the ecosystem<ul><li>What do competitors rank for<\/li><li>What do their backlinks look like<\/li><\/ul><\/li><li>What does the keyword landscape<\/li><li>Most challenging:<ul><li>When the product and category don&#8217;t exist yet?<ul><li>Super hard to forecast<\/li><\/ul><\/li><li>Creating a brand name?<ul><li>Google appear with a &#8220;did you mean&#8221;<\/li><\/ul><\/li><\/ul><\/li><li>Research<ul><li>Keyword research<\/li><li>Quora<\/li><li>Reddit<\/li><li>Google Trends<\/li><\/ul><\/li><\/ul>\n\n\n\n<p>[31:00] How do we promote SEO within our organizations?<\/p>\n\n\n\n<ul><li>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 you<\/li><li>Talk about success journey \/ relevant studies<\/li><\/ul>\n\n\n\n<p>[32:30] What is the relationship between eCommerce and SEO?<\/p>\n\n\n\n<ul><li>Amazon team &lt;- prioritized SEO and testing<ul><li>Everyone now playing catch up&nbsp;<\/li><li>It conditions us to go to Amazon<\/li><\/ul><\/li><\/ul>\n\n\n\n<p>[34:30] Changes in SEO over the next five years?<\/p>\n\n\n\n<ul><li>Across every vertical SEO is going to change<\/li><li>Paid will grow, get more expensive<\/li><li>SEO growing, because everyone is going to want to figure it out<\/li><\/ul>\n\n\n\n<p>[36:00] Closing question<br>1. Be super diplomatic &#8211; come with plan A, B, and C.&nbsp;<br>2. Go back to basics<br>3. Organic is the most important channel &#8211; keep working at it, it takes time to see results, it&#8217;s worth the effort<\/p>\n\n\n\n<p><strong>Favorite quotes<\/strong>:<\/p>\n\n\n\n<ul><li>&#8220;Everyone thinks they can drive a boat, but nobody thinks that they can fly a plane.&#8221; (Analogy to how reading one article doesn&#8217;t make you an expert in SEO.)<\/li><li>&#8220;I think of organic as a puzzle. There is no rule book&#8230; You really have to figure out the unique fingerprint of each site.&#8221;<\/li><li>&#8220;So you should make sure you team (if you&#8217;re on an organic team) has as much visibility and importance (as the paid search team), because you&#8217;re&nbsp; you&#8217;re not spending money and doing the exact same thing as the paid (search) team and you&#8217;re driving that traffic for free.&#8221;<\/li><li>&#8220;When you&#8217;re working with larger companies, nothing is straight-forward.&#8221;<\/li><\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Resources: Eli&#8217;s Twitter:&nbsp;https:\/\/twitter.com\/5le Eli&#8217;s LinkedIn:&nbsp;https:\/\/www.linkedin.com\/in\/schwartze\/ Eli&#8217;s article on SEO as the most efficient channel:&nbsp;https:\/\/www.elischwartz.co\/seo-profit-calculation-and-why-it-beats-every-other-channel\/ Notes: [0:00] Intro [2:10] How long [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":801,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":[],"categories":[],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v16.6.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Podcast: 8. 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