Bringing SEO In-House

How Do You Bring SEO In-House?
Look (and Plan) Before You Leap

Common problems…
Not having a thorough understanding of your current situation AND longer range plans.
How do you hire an SEO when you don’t have an existing team/person to start with?
Where do you put the SEO position? Marketing? IT? In between? How much power/authority will he/they have?

Do you NEED an in-house SEO?

Do you NEED an in-house SEO?
You can have in-house SEO in a position that also handles other duties…
Webmaster
Web Site Manager
Web Experience
Etc.
Whether you can swing this or not depends on your goals, the size and complexity of your site, CMS, organization… what are your NEEDS?

Where does the SEO go?
IT or Marketing? Or somewhere else?
Really, either is generally okay, and “in a department unto themselves and equal to both marketing and IT” would be ideal. Ultimately, you have to consider your corporate political landscape.
Potential power struggles?
Trod upon toes?
Do not stick the SEO into a position where walking in the door he/she has to manage a department full of angry people with hurt feelings on top of everything else.
Make sure the person responsible for SEO has the power and authority to do their job.

Where does SEO belong in the SDLC?

Understanding Your Specific Needs
What type of site do you have?
Catalog/E-commerce
Brochure-ware
Community/Interactive
How do you make money?
Sell stuff online
Lead gen/Affiliate
Publisher
B2B, B2C, etc?

Different Types = Different Strategies
It is important to remember that what works for a business model based on advertising does not necessarily work for a lead-gen site, or for an e-commerce site, etc.
Different goals, different audiences, different needs
Ad-revenue sites need traffic, but don’t care about conversions
E-commerce sites care a LOT about conversions, but not so much tons of non-converting traffic
Etc.

Special Needs to Consider
Are you going through/planning a major site redesign (now, 1-3 months, in 6 months, etc)?
Are you planning any major technology upgrades? New domain, new web host, new platform, etc?
Switching from ASP to PHP?
Switching from Windows to Unix/Linux?
Bringing web site in house?
Sometimes what you need right now, isn’t what you need long term.

Finding the right candidate…
Hire a consultant to help write job descriptions, vet resumes and conduct interviews.
Will ensure the job description will accurately describe the qualifications needed.
Will ensure the qualifications do not exceed the salary offered.
Can help you separate the posers from the qualified candidates.
Will be your BS detector in interviews.

Typical Job Description: Webmaster
Performs SEO optimization of content and search engine ad management
Responsible for maintenance and posting of content.
Performs QA throughout entire site, checks for broken links, relevance and accuracy of data, and corrects as needed; updates information in web pages/templates/db and locates and resolves bugs and other issues
Bring best Web 2.0 practices in site maintenance, functionality, and SEO effectiveness
Develop, run, and issue key website usage tracking and SEO reports on a monthly basis, and identify opportunities for improvement
Assist in the development and implementation of new media – including digital video, RSS feeds, product reviews, etc.
Must be proficient in image sizing/editing and have a working knowledge of HTML, Dreamweaver, and Photoshop
Will take part in product technical support, to maintain awareness of customer needs

And they expect to get all that and more for… $32,000 a year?
(Be realistic! You won’t get a rockstar for intern wages.)

Planning Ahead Helps
Clearly defined goals and a solid understanding of your short term and long term needs will help you find the right candidate.
Hiring for the long term, and utilizing consultants or agencies for special needs or to fill in gaps can help when budgets are a concern.
Setting reasonable expectations with management and the new hire will reduce turn-over and increase everyone’s happiness.

Carolyn Shelby
CSHEL Search Strategies
www.cshel.com
The Twitter: @cshel
The Email: carolyn@cshel.com

Bringing SEO In-House

by Carolyn Shelby on Aug 30, 2011

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Bringing SEO In-House — Presentation Transcript