adtech SF 2012 Search new frontiers in paid and organic search by Jonathon ColmanPresentation Transcript
From an Army of 1 toTrue Organic AgilityJonathon ColmanIn-House SEO for REITwitter @jcolman
PLAY THE LONG GAMEBUILD A FOUNDATION
Be generous, cultivate relationships • Be pro-active in meeting teams and external partners • Get a sense of their goals and “pain- points” • What are they trying to achieve? What impediments stand in their way? • Do lots of favors without expecting quick returnsSource: flickr.com/photos/doug88888/2953428679/
Know your numbers • Become familiar with baselines, forecasting, and performance for programs beyond your own • Use your data to tell the story of how – at some level – everyone supports SEO • Quantify this and start gaining acceptance for targets, goals, and annual reviewsSource: flickr.com/photos/mervynchua/5441109097/
Find (or make) your champions • Find your A-Team players at the grassroots level and enable them with tools, tips, and reporting • Find your peers in management and build alliances by making them look good via your program’s traffic • Persuade leaders with high-ROI growth projectionsSource: flickr.com/photos/robbie1/9002112/
TRUST DRIVES SUCCESSBUILD ACCOUNTABILITY
Make it measurable • Be a business case Jedi – measure out incremental gains for each effort • Show your partners how they’re growing the business without increasing advertising budget • Think “Big Tent” about organic search to get more allies: IA, UX, Ops, Perfor mance, etc.Source: flickr.com/photos/jordanjames/287489527/
Break down the silos • Create shared goals between teams to encourage partnership, efficiency, and accountability • Begin focusing on cross-team test efforts rather than waiting for perfect solutions • Reward intrapreneurship, incentivize learning from failuresSource: flickr.com/photos/demolitioncontractor/2035319766/
Focus on quick wins and have fun • “Shrink the change” by going after small, simple projects first • As confidence grows and results add up, challenge teams with new tests, larger chunks • Don’t strive to be perfect – just be good enough • Err on the side of generosity, stay focused on theSource: flickr.com/photos/bagels/2774976682/ long view
PLANNING < DOINGBUILD AGILITY
“Assemble” cross-functional teams • Build teams around customer experiences, includ e UX designers, IAs, fron t/back-end devs, and SEO • Teams are self- managed, commit to highest priority work items at regular intervals, hold themselves accountable • Your new job?Source: filmofilia.com/wp-content/uploads/2012/02/The_Avengers.jpg Removing all
Maximize actual work, not “work” • Only three meetings are allowed: planning, the daily stand-up, and retrospective • Team co-located together with an emphasis on face- to-face interactions • Progress measured in experiences launched • SEO consults, does analysis/reporting, creates work itemsSource: flickr.com/photos/roxocubes/5786665820/ for backlog
Maintain a bias toward action • Team members’ progress is not stopped for politics, turf wars, disagreements, pet projects, special events, or other impediments • Team does not produce extensive documentation or other peripheral artifacts • Always be shipping.Source: flickr.com/photos/westedmontonlocal/5537074645/
“Don’t hate, iterate!” • Each sprint’s goal is not perfection, but instead to deliver iterative value to customers • Get something wrong? Get negative customer feedback? Iterate. • Large or complex projects may last several sprints; projects like site performance are always in play as new features areSource: flickr.com/photos/congvo/301678287/ added to the site
ACHIEVE ASPIRATIONAL GOALSBUILD SUCCESS
Organic productivity increase 45 Peak number of organic search technical infrastructure iterations shipped via Agile in a single year.
Page load time improvement -1.5 sNumber of seconds per page load that we saved our customers in 2011 through iterative Agile performance optimizations.
Aggregate web performance boost 22 Total number of years that we saved our customers in 2011.
Duplicate content reduction -98 % Overall decrease in duplicate contentdue to Agile iterations on rel=canonical and rel=prev/next pagination <link>s
Organic share of total traffic +10 %Organic search traffic grew its share ofall incoming traffic by this amount dueto Agile optimizations even as budgets increased for other programs.
Non-brand organic traffic growth +50 % Growth rate in non-branded organic traffic once Agile project work was shipped to REI.com and iterated upon.
Aggregate organic traffic growth +96 % Overall growth rate of organic search traffic during the two-year switch from waterfall development to Agile.
LEARN MOREBUILD KNOWLEDGE
Get started with Agile Marketing• Principles behind the Agile Manifesto• Agile Marketing For Conversion Optimization• Sex and the Agile Marketer• Agile Marketing• Marketing Experts on Agile Marketing• Agile Marketing, the New Black• What the F**k is Agile Marketing?• Agile for Marketing• Rise of the Marketing Technologist