Learn Agile Marketing & SEO from Star Wars Stormtroopers

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The modern SEO is like "An Army of One", always taking on new roles and responsibilities. But there are many problems and limitations with this model for SEO in large organizations.

We must do better to achieve greater results -- enter Agile development methodology!

In this presentation for the ad:Tech 2012 Marketing Masters panel chaired by Rhonda Hanson from Getty Images, I show how REI used Agile development practices to complete numerous SEO efforts that results in greatly increased organic visibility and traffic.

If you like SEO, the stormtroopers from Star Wars, and shipping iteration after iteration of valuable experiences to your customers, then this is the presentation for you!

You can learn more about Jonathon Colman at http://www.jonathoncolman.org/

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Learn Agile Marketing & SEO from Star Wars Stormtroopers

  1. Source: flickr.com/photos/krancien/4117809270/
  2. From an Army of 1 toTrue Organic AgilityJonathon ColmanIn-House SEO for REITwitter @jcolman
  3. From an Army of 1 toTrue Organic AgilityJonathon ColmanIn-House SEO for REITwitter @jcolman
  4. A. K. A.WHAT STORMTROOPERS CAN TEACH US ABOUT AGILE MARKETING
  5. THE PROBLEM: AN ARMY OF ONEISN’T GOOD ENOUGH
  6. Why? An inability to scale.Source: flickr.com/photos/st3f4n/4125225588/
  7. Why? Capacity issues.Source: flickr.com/photos/kalexanderson/7014655351/
  8. Why? Micromanagement.Source: flickr.com/photos/jdhancock/3591682866/
  9. Why? Can’t accomplish key goals.Source: flickr.com/photos/jdhancock/3734702838/
  10. Why? Lack of fast response.Source: flickr.com/photos/jdhancock/4702387746/
  11. Why? No real colleagues or partners.Source: flickr.com/photos/kalexanderson/6521996943/
  12. Why? Burnout.Source: flickr.com/photos/30966132@N04/
  13. Why? You can’t retain staff.Source: flickr.com/photos/kalexanderson/6413081493/
  14. THE SOLUTION:BUILD AGILITY INTO SEARCHMARKETING
  15. Assemble cross-functional teamsSource: flickr.com/photos/jdhancock/3578775702/
  16. Assemble cross-functional teams • Build teams around customer UX. Include designers, IAs, front & back-end devs, SEO • Teams are self- managed, commit to highest priority work, iterate over releases, hold themselves accountable • Your new job? Removing all impediments.Source: flickr.com/photos/jdhancock/3578775702/
  17. Maximize work – not “work”Source: flickr.com/photos/kalexanderson/5334825075/
  18. Maximize work – not “work” • Only three meetings are allowed: planning, the daily stand-up, and retrospective • Team co-located together with an emphasis on face-to- face interactions • Progress measured in experiences launched • SEO consults, does analysis & reporting, creates work items for backlogSource: flickr.com/photos/kalexanderson/5334825075/
  19. Maintain a bias toward actionSource: flickr.com/photos/st3f4n/4467912952/
  20. Maintain a bias toward action • Progress does not stop for politics, disagreements, pet projects, turf wars, special events, or other impediments • Team does not produce extensive documentation or other peripheral artifacts • Always be shipping.Source: flickr.com/photos/st3f4n/4467912952/
  21. “Don’t hate, iterate!”Source: flickr.com/photos/st3f4n/4193370268/
  22. “Don’t hate, iterate!” • The goal of each sprint is not to deliver perfection, but instead to deliver iterative value to customers • Get something wrong? Get negative customer feedback? Iterate. • Large or complex projects may last several sprints; projects like site performance are always in playSource: flickr.com/photos/st3f4n/4193370268/
  23. THE RESULTS: AGILE SEOIMPACTS AT
  24. Organic productivity increase 45 Peak number of organic search technical infrastructure iterations that REI shipped via Agile in a single year
  25. Page load time improvement -1.5 s Page load time that REI saved our customers in 2011 through iterative Agile performance optimizations
  26. Aggregate web performance boost 22 Total number of years that REI saved our customers in 2011
  27. Duplicate content reduction -98 %Overall decrease in duplicate contentdue to Agile iterations on pagination and canonicalization of site content
  28. Non-branded organic traffic growth +50 % REI’s single-year growth rate in non- branded organic search traffic as we iteratively released optimizations
  29. Aggregate organic traffic growth +96 % Overall growth rate of organic search traffic during the two-year switch from waterfall development to Agile
  30. NEXT STEPS:BUILD KNOWLEDGE,LEAD THE WAY
  31. 10 resources to get started in Agile1. Principles behind the Agile Manifesto2. Agile software development – Wikipedia3. Agile Marketing For Conversion Optimization4. Sex and the Agile Marketer5. Agile Marketing FWIW, this is one of the best articles I’ve6. Marketing Experts on Agile Marketing ever read on Search7. Agile Marketing, the New Black Engine Land.8. What the F**k is Agile Marketing?9. Agile for Marketing10. Rise of the Marketing Technologist
  32. Many thanks! Jonathon Colman In-House SEO for REI Home: about.me/jcolman Twitter: @jcolman E-mail: jcolman@rei.com
  33. BONUS! STORMTROOPERBLOOPER REEL
  34. Source: flickr.com/photos/st3f4n/4286044406/
  35. Source: flickr.com/photos/st3f4n/4056636578/
  36. Source: flickr.com/photos/st3f4n/3884924584/
  37. Source: flickr.com/photos/jojoneil/6359536591/
  38. Source: flickr.com/photos/jdhancock/3777558632/
  39. Source: flickr.com/photos/jdhancock/3587597615/
  40. Source: flickr.com/photos/st3f4n/4429614489/
  41. Source: flickr.com/photos/st3f4n/4370816189/
  42. Source: flickr.com/photos/st3f4n/4322352483/
  43. Source: flickr.com/photos/st3f4n/3951143570/
  44. Many thanks (again!) Jonathon Colman SEO Stormtrooper for REI Home: about.me/jcolman Twitter: @jcolman E-mail: jcolman@rei.comSource: flickr.com/photos/benleto/2212853097/

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