Building a great in-House SEO program isn't rocket science, it is part strategy, part knowing how to move the needle and manage up.

1. Institutionalizing SEO
Jeremiah Andrick
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#C3ny | September 19-20 | New York City

2. Perhaps I should tell what I do here:
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5. The SEO process (The stuff we know):
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6. The SEO process (The stuff we know):
NOT ENOUGH!
This will get you
the job… This
won’t help you
keep it!
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7. SEO IS THE CANARY IN THE COAL MINE!
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10. As marketing in “real life” is changing
we “digital marketers” need to change
with it.
Making SEO matter means finding out
what matters to those that don’t
know SEO.
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11. Three types of Search Engine Optimizers
The Mercenary The Good Soldier The General
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12. The Mercenary
+ Gets results what ever the cost.
+ Is all about survival
+ Quickly moves from conflict to
conflict
+ Makes an impact…
+ People may not miss you when
you are gone
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13. The Good Soldier
+ Does what they are told
+ Gets results but is easy target when
things go wrong
+ The job isn’t about strategy it’s
about getting stuff done
+ Will always wonder why the paid
search guys get paid more
+ May make an impact but not a
lasting change
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14. The General
+ Is looking for the big picture
+ Responsible to bring people along
+ Doesn’t chase the algo, they build
systems that weather the changes
+ Makes an impact, but understands
the implications
+ Your legend will precede you!
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15. Think like a General and SEO
will always have a seat at the
table.
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16. 1. Set the Foundation for Long term SEO Success
The problem is What was the role
rarely in just the of SEO before? Do
SERPS. you know who the Never stop
real players are?
Do your
talking about it
homework. Put numbers
on it. Be the number 1
advocate. Find
others willing to
Don’t be afraid to put spread the good
numbers down. Goals word.
What don’t with out metrics are
you know? meaningless.
Define the
problem.
CLARIFY RESEARCH ARTICULATE EVANGELIZE
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17. 2. Think In Terms of Impact
Traffic
Leads
Sales
Brand
Support
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18. 3. Become a Storyteller! (Part I)
Share what matters weekly. Only what matters!
Keep SEO front and center!
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19. 3. Become a Storyteller! (Part II)
My three favorite words: Quarterly Business Review
Initiatives Content Updates Infrastructure Link Building
Top 3
Revenue = Traffic x Conversion x AOV
What is the target What items that you Is there data you can
What other levers can leverage to improve the
DETAILS
impact? Which of my work on will most you pull? What is the amount people spend?
initiatives are most contribute to traffic role of AB testing in the Can you reduce friction?
critical to my key goal? wins? Where are you in results. Can you learn
striking distance? from paid?
GOAL
$1,234,567 10,000,000 1.25% $90
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20. Things SEOs do:
+ Centers of Excellence
+ Vanity Metrics
+ Tweet how much they hate/love Google
+ Fight with Developers
+ Write blog posts for SEL or SEOmoz
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21. Things an SEO General does:
+ Centers of Excellence
+ Buy Beer for Developers!
+ Save your best posts for internal sharing
+ Become a trusted advisor to anyone who will listen.
+ Research, Research, Research
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22. Those who win will be those that try
stuff (quickly), measure then try
something else. watch what
happens…
If you are going to do something make
sure it matters.
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23. Thank You!
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