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Managing In-House Teams to Create Successful SEO Initiatives
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Managing In-House Teams to Create Successful SEO Initiatives


PubCon Las Vegas 2008

PubCon Las Vegas 2008

Published in Marketing , Technology , Design
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  • 1. Intro Allison Fabella – SEO Manager @ The Atlanta Journal-Constitution – Direct all strategic & tactical SEO for: • The AJC; AccessAtlanta; AJCHomefinder; AJCCars; AJCClassifieds; EveningEdge.… The Atlanta Journal-Constitution • Largest newspaper in the southeast • Top ten regional newspapers in the country • > 3.5 million unique visitors per week
  • 2. orchestrating seo Managing In-House teams to Create Successful SEO Initiatives
  • 3. Program 1. SEO: Middle-Management Level • • The four “sections” how they fit in with your seo plan 2. Four Common Scenarios • Challenges/Solutions for seo & four “sections” 3. Achieving SEO Harmony • Actionable recommendations for creating seo synergy within your organization
  • 4. The Four sections 1. the Product Manager 2. the Developer 3. the Designer 4. the Content Producer
  • 5. The Product Manager Your first & last defense – they approve each phase of project so… – Must be made aware of benefits of seo and… …The consequences of ignoring it
  • 6. Scenario #1 The Product manager forgets to invite you to project kick-off meeting Solutions • Remind them that their project will yield more traffic if their seo Is baked-in during the planning phase •Show example of a successful project in which SEO was considered right from the kick-off & backup with data
  • 7. The Developer Make it or break it – They create the backbone of your seo – can directly impact traffic positively… ….Or negatively
  • 8. Scenario #2 The developer builds all page links in JavaScript Solutions • DON’T tell them to tear it all down & start over!!! • Explain how the page could lose traffic & suggest that a supplemental HTML links can prevent that from happening • Show an example of a solution -- Helps illustrate what you mean -- Proves it can be done
  • 9. The Designer Your Content begins here – Mutual opportunities – Design creates opportunities for seo and… …seo creates opportunities for their pages to be viewed
  • 10. Scenario #3 The designer mocks up a page made entirely of images …. no text Solutions • Tell them how fabulous the page looks! • Express concern that people might not see their page due to search engines’ limitations with images • Ask what kind of solution they can think of
  • 11. The Content Producer The bridge between engines & users – Their content influences 1. search engine behavior 2. Human behavior
  • 12. Scenario #4 The content producer writes a story about britney spears slipping on the ice entitled “ouch!” Solutions • Google “ouch” and ask the producer if this is where they want their story to appear in the serps. Then… • Google “spears, slips, ice” and ask the same question
  • 13. Achieving SEO Harmony Establish Your Credibility • Make a quickie change and show results • critical if you’re new to the organization Document successes • Theirs - not yours • emphasize how SEO benefits THEM not you Be Omnipresent • locate your SEO @ intersection of dev, design & content, if possible • Weekly update meetings w/ the four “sections”
  • 14. Achieving SEO Harmony Goals & accountability • Attach “success” to their productivity Check Lists • Each “section” gets tailored checklist + 101 • Build seo into life cycle checklists Training • turn everyone in your organization an SEO especially the four “sections” Compromise • “Well, what can be done?”
  • 15. In Conclusion Seo at the middle management level is about… Leadership
  • 16. Thank You! Allison Fabella The Atlanta Journal-Constitution 404-526-2246