CeBit Presentation Inhouse Seo Final

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Managing inhouse SEO presented at Cebit 2009

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  • Thankyou . Thankyou veruy much Michalel. Good aftertoon. I am Jasmine and welcome to an abridged version of Mangaing an in-house SEOI was speaking to you one of you today, who is sitting in the
  • CeBit Presentation Inhouse Seo Final

    1. 1. Managing an in-house SEO Program Presenter Jasmine Batra ARROW INTERNET MARKETING www.searchenginerankings.com.au
    2. 2. Agenda <ul><li>Your Step by Step Guide to running an in-house SEO </li></ul><ul><li>SEO Process </li></ul><ul><li>Costly Mistakes (to avoid) </li></ul><ul><li>5 pillars of in-house SEO success </li></ul>
    3. 3. SEO Models From Audit to Implementation Handled by External Agency Strategy & Recommendations by external consultant On-page by Internal IT team & Off-page by External agency
    4. 5. Selecting the core team <ul><li>Typical Team composition: </li></ul>Traits & Skills to look for Over 4 years full time SEO experience empowered to have the final word. Problem solver with logical bent of mind. Ability to write original and engaging content with research orientation. Relentless executors with Data mining background.
    5. 6. In-house SEO Process
    6. 7. SEO Audit <ul><li>Tests of a good SEO audit </li></ul><ul><ul><li>More than stating the obvious </li></ul></ul><ul><ul><li>Includes specific examples and recommendations </li></ul></ul><ul><ul><li>What’s broken ? </li></ul></ul><ul><ul><li>What is working well ? </li></ul></ul><ul><ul><li>Design and structure flaws </li></ul></ul><ul><ul><li>Keyword Analysis and positioning </li></ul></ul><ul><ul><li>Geographical targeting </li></ul></ul><ul><ul><li>Server checks </li></ul></ul><ul><ul><li>Pages Indexed by Google / Yahoo / MSN </li></ul></ul>
    7. 8. Typical SEO Plan On-Page Factors Design Navigation Structure Meta Content & Coding Content Strategy Content Creation Updates Syndication & Distribution Link Popularity Thematic & Contextual links Affiliate and partner links Internal Linking Link bait Strategy Social Media Optimisation Presence in Facebook Microblogging Video Marketing Social Bookmarking
    8. 9. Implementation <ul><li>Role Clarity </li></ul><ul><li>Overcoming technology barriers </li></ul><ul><li>Managing the Approval process </li></ul>Applying your findings from SEO audit and proposed SEO plan to the website in question.
    9. 10. Benchmarking <ul><li>Internal – Pre and post optimisation. </li></ul><ul><li>Industry – Benchmarking service from Google Analytics. </li></ul><ul><li>International - how your conversion rate compares to the competition, how your PPC performance stacks up. </li></ul>
    10. 11. Review & Reporting <ul><li>What are you measuring? </li></ul><ul><li>Consistently measuring the same metrics </li></ul><ul><li>Results from Alpha-Beta testing </li></ul><ul><li>Celebrating wins </li></ul><ul><li>Re-defining SEO goals </li></ul>
    11. 12. Costly Mistakes Misplaced Expectations
    12. 13. Costly Mistakes In-congruent teams
    13. 14. Costly Mistakes Self-Proclaimed Gurus
    14. 15. Costly Mistakes Turf battles
    15. 16. Pillars of success 20 – 80 Rule SEO Champions Skill Sets Milestones & KPIs Knowledgebase (WIKIS)
    16. 17. Q & A Arrow Internet Marketing www.searchenginerankings.com.au

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