Effective In House SEOBy James NorquaySenior Consultant – SEO & Social Media@connections8
Who Am I?     James Norquay     7+ Years SEO/Social Media Experience     Worked for – Aegis Media / Columbus Search, Virgi...
Agenda  1.   Working with Staff  2.   Business Research and Planning  3.   Leveraging Media and content  4.   Getting More...
Working with Staff@connections8
Pre Results and Post Results                Image: Distilled.net@connections8
Working with Developers@connections8
Developers Get Things Done@connections8
Development Road Blocks                      -Development Cycle: SEO changes can take                      6 months if the...
Create Mandatory Development Check Lists@connections8
Use SEO Checklists for Design and Creative Teams@connections8        Source: SEOmoz
Start Treating SEO pages as sales pages@connections8
Leverage PPC Teams and Work Together                       -Take the conversion information                       from PPC...
Working with Legal Teams@connections8
SEO Training for Staff  - Have SEO 101’s for all new staff in web dev/  Online Marketing and social media monthly or  quar...
Business Research and SEO Planning@connections8
Planning and Research@connections8
Knowledge of Product Range     Investigate the company in depth, history, research existing and plan for new     products ...
Knowledge of Company History and Campaigns@connections8
Leveraging Media and Content Assets@connections8
Leverage Media Buys                  If you invest large sums into online media buys,                  you can easily leve...
Integrating offline to online@connections8   Source: Nielson Net View
Leverage Offline Media For SEO, don’t just use PPC    Opportunities         Paid search presence (Yes) Mobile Presence (Ye...
Find People taking your content@connections8
How to find people taking your content +  Ask them to link to you!  www.tineye.com                                www.goog...
Typical Online Budgets Neglect SEO@connections8   Source: Hub Spot Research 2011
Setting Basic KPI’s Increase on Brand (organic) Traffic % & Orders Increase on Generic (organic) Non Brand Traffic % & Ord...
Setting ROI Forecasting
SEO KPI and Bench Mark Reporting for Management@connections8
Start using Multi Channel Conversions,  Claim all SEO assisted conversions.@connections8
Provide Case Studies When Things Work@connections8
Aim for the 80/20 Rule - PPC/ SEO Spend@connections8
Link Building@connections8
Link metrics are still Important!@connections8   Source: 2011 Search Engine Ranking Factors SEOmoz
Use PR wisely for link building!@connections8
PR for link building – Examples@connections8
Social Media Competitions for Link Building                             - Create apps which emphasise                     ...
Agency Management - OSE and Majestic –  Check Past Work of Agency Partners     www.opensiteexplorer.org                   ...
Link Building Management                             www.buzzstream.com           www.ontolo.com@connections8
Watch out for people selling blog network links@connections8
Start working with Social Media Teams!Working withSocial Media Teams
Google+ Opportunity@connections8
Reach out to Brand Ambassadors on Social Media                             www.topsy.com      www.followerwonk.com@connect...
Pinterest SEO Opportunity – Make Greatinfo graphics or images people love!                    •14,000 RE pins             ...
Pinterest SEO Opportunity        - 40,000+ Additional Visitors in a 1 day period from Pinterest.      Source: http://www.s...
Make Sure you also have sharing buttons where possible!@connections8
Become Content Marketers on Social Media                                   Flickr                          White          ...
A Company Blog is still Highly Important!@connections8        source: Hubspot
Rel Author Use – On Blogs (Highly Important)@connections8
Great Content = Great Links                 Source: SEOmoz.org@connections8
Thank You
Contact Me         JamesNorquay.com         @connections8         au.linkedin.com/in/norquay         James.norquay@columbu...
Effective In-House SEO - SMX Sydney 2012
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Effective In-House SEO - SMX Sydney 2012

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Effective In-House SEO shows some examples of work done by James Norquay. The presentation was presented at SMX Sydney 2012 on the main stage, it deals with in house SEO issues. James Norquay is a well known Australian SEO consultant.
You can visit his blog at : http://jamesnorquay.com

Published in: Technology, Business

Transcript of "Effective In-House SEO - SMX Sydney 2012"

  1. 1. Effective In House SEOBy James NorquaySenior Consultant – SEO & Social Media@connections8
  2. 2. Who Am I? James Norquay 7+ Years SEO/Social Media Experience Worked for – Aegis Media / Columbus Search, Virgin Mobile Australia, Havas Digital, RJ Network, Various Private SEO contract roles + Many more online contracts. Regular Poster on the following sites: Ranked 10 out of 11,800+ global SEO’s on SEOmoz@connections8
  3. 3. Agenda 1. Working with Staff 2. Business Research and Planning 3. Leveraging Media and content 4. Getting More SEO Budget 5. Large Scale Link Building 6. Working with Social Media Teams@connections8
  4. 4. Working with Staff@connections8
  5. 5. Pre Results and Post Results Image: Distilled.net@connections8
  6. 6. Working with Developers@connections8
  7. 7. Developers Get Things Done@connections8
  8. 8. Development Road Blocks -Development Cycle: SEO changes can take 6 months if there is a long release cycle. - Developers not wanting to implement SEO recommendations. - How to speed things up? - Development KPI’s SEO. - Development SEO training - Make Developers a key part of the project.@connections8
  9. 9. Create Mandatory Development Check Lists@connections8
  10. 10. Use SEO Checklists for Design and Creative Teams@connections8 Source: SEOmoz
  11. 11. Start Treating SEO pages as sales pages@connections8
  12. 12. Leverage PPC Teams and Work Together -Take the conversion information from PPC to assist SEO. - Take Traffic data from PPC to assist SEO.@connections8
  13. 13. Working with Legal Teams@connections8
  14. 14. SEO Training for Staff - Have SEO 101’s for all new staff in web dev/ Online Marketing and social media monthly or quarterly. - Hold brain storming sessions monthly. - Hold in work shops quarterly. - Inform staff of the latest industry developments from top sites below: searchengineland.com searchenginewatch.com SEOmoz.org@connections8
  15. 15. Business Research and SEO Planning@connections8
  16. 16. Planning and Research@connections8
  17. 17. Knowledge of Product Range Investigate the company in depth, history, research existing and plan for new products which are yet to be released.@connections8
  18. 18. Knowledge of Company History and Campaigns@connections8
  19. 19. Leveraging Media and Content Assets@connections8
  20. 20. Leverage Media Buys If you invest large sums into online media buys, you can easily leverage SEO value adds into these media buys.@connections8
  21. 21. Integrating offline to online@connections8 Source: Nielson Net View
  22. 22. Leverage Offline Media For SEO, don’t just use PPC Opportunities Paid search presence (Yes) Mobile Presence (Yes) Organic SEO presence (NO)@connections8 Image: trisparker.com.au
  23. 23. Find People taking your content@connections8
  24. 24. How to find people taking your content + Ask them to link to you! www.tineye.com www.google.com/alerts www.copyscape.com@connections8
  25. 25. Typical Online Budgets Neglect SEO@connections8 Source: Hub Spot Research 2011
  26. 26. Setting Basic KPI’s Increase on Brand (organic) Traffic % & Orders Increase on Generic (organic) Non Brand Traffic % & Orders Increase in total number of keywords driving traffic Increase in referring domain traffic
  27. 27. Setting ROI Forecasting
  28. 28. SEO KPI and Bench Mark Reporting for Management@connections8
  29. 29. Start using Multi Channel Conversions, Claim all SEO assisted conversions.@connections8
  30. 30. Provide Case Studies When Things Work@connections8
  31. 31. Aim for the 80/20 Rule - PPC/ SEO Spend@connections8
  32. 32. Link Building@connections8
  33. 33. Link metrics are still Important!@connections8 Source: 2011 Search Engine Ranking Factors SEOmoz
  34. 34. Use PR wisely for link building!@connections8
  35. 35. PR for link building – Examples@connections8
  36. 36. Social Media Competitions for Link Building - Create apps which emphasise sharing back to the main website! - 5,590+ links built to destination site from Facebook app. - People love a give away!@connections8
  37. 37. Agency Management - OSE and Majestic – Check Past Work of Agency Partners www.opensiteexplorer.org www.majesticseo.com@connections8
  38. 38. Link Building Management www.buzzstream.com www.ontolo.com@connections8
  39. 39. Watch out for people selling blog network links@connections8
  40. 40. Start working with Social Media Teams!Working withSocial Media Teams
  41. 41. Google+ Opportunity@connections8
  42. 42. Reach out to Brand Ambassadors on Social Media www.topsy.com www.followerwonk.com@connections8
  43. 43. Pinterest SEO Opportunity – Make Greatinfo graphics or images people love! •14,000 RE pins •40,000+ website visitors from the image. Source: http://www.seomoz.org/blog/going-viral-on- pinterest-driving-big-traffic-and-making-pinterest-a-real- marketing-solution
  44. 44. Pinterest SEO Opportunity - 40,000+ Additional Visitors in a 1 day period from Pinterest. Source: http://www.seomoz.org/blog/going-viral-on-pinterest-driving-big- traffic-and-making-pinterest-a-real-marketing-solution@connections8
  45. 45. Make Sure you also have sharing buttons where possible!@connections8
  46. 46. Become Content Marketers on Social Media Flickr White YouTube Papers Blogs Google+ Website Guides Twitter Guest Posts LinkedIn PR@connections8
  47. 47. A Company Blog is still Highly Important!@connections8 source: Hubspot
  48. 48. Rel Author Use – On Blogs (Highly Important)@connections8
  49. 49. Great Content = Great Links Source: SEOmoz.org@connections8
  50. 50. Thank You
  51. 51. Contact Me JamesNorquay.com @connections8 au.linkedin.com/in/norquay James.norquay@columbussearch.com.au

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