In House Seo - SES NY 2010

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This presentation covers In House SEO from the aspect of department building, recruiting, educating, and retaining.

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In House Seo - SES NY 2010

  1. 2. In House SEO Presented by: Joe Laratro President, Tandem Interactive SES NY 2010
  2. 3. SEO Department Building <ul><li>Tony Hsieh, Zappos.com CEO </li></ul><ul><li>Quote from Pubcon Keynote Speech “… If we are choosing between two candidates, one is more qualified and one is a better fit for our corporate culture, we will choose the latter” </li></ul>
  3. 4. SEO Department Building – Option 1 <ul><li>One SEO Person </li></ul><ul><ul><li>Smaller Web Site </li></ul></ul><ul><ul><li>Required Skills </li></ul></ul><ul><ul><ul><li>SEO, PPC, Link Building, Social Media, HTML, Analytics, Communication </li></ul></ul></ul><ul><ul><ul><li>Self Management, Fast Paced </li></ul></ul></ul><ul><ul><li>Bonus Skills </li></ul></ul><ul><ul><ul><li>Design, Email, Rich Media </li></ul></ul></ul>
  4. 5. SEO Department Building – Option 2 <ul><li>Online Marketing Team Leader </li></ul><ul><ul><li>Skills: Project Management, Online Marketing Experience, Communication, Reporting / Analytics </li></ul></ul><ul><ul><li>Bonus Skills: SEO, PPC </li></ul></ul><ul><li>Content Writer – Creative Writing </li></ul><ul><li>Link Builder – Reporting / Analytics, Research </li></ul><ul><li>PPC Manager – Excel, Analytics, Adwords Editor, Yahoo Desktop, Adcenter Deskop </li></ul>
  5. 6. Recruiting Sources <ul><li>Local IMAs, AMAs, DMAs, SEMPO Chapters </li></ul><ul><li>LinkedIn Network </li></ul><ul><li>Craigslist </li></ul><ul><li>Monster.com </li></ul><ul><li>Professional Recruiters </li></ul><ul><ul><li>Aquent </li></ul></ul><ul><ul><li>Onward Search </li></ul></ul>
  6. 7. Education Options – The Programs <ul><li>Bruce Clay </li></ul><ul><li>University of San Francisco </li></ul><ul><li>Market Motive </li></ul><ul><li>Full Sail University </li></ul><ul><li>SEMPO </li></ul><ul><li>The DMA </li></ul>
  7. 8. Education Options – In House Training <ul><li>Hire Consultants To Train Internal Teams </li></ul><ul><ul><li>Quick Bow To Our Moderator </li></ul></ul><ul><ul><li>Train Teams On The Same Strategies </li></ul></ul><ul><ul><li>Address The Web Sites During Training (2 in 1) </li></ul></ul>
  8. 9. Continuing Education <ul><li>Online Seminars </li></ul><ul><li>Conferences </li></ul><ul><ul><li>SES, Pubcon, SMX, BlogWorld, AffiliateSummit </li></ul></ul><ul><li>New Employee Training </li></ul><ul><li>Forums / Newsletters </li></ul><ul><ul><li>Mediapost, Search Engine Watch, WebmasterWorld </li></ul></ul>
  9. 10. SEO Team Communication & Retention <ul><li>Communication Is Key </li></ul><ul><ul><li>Promote Marketing & Technology Dept Interaction </li></ul></ul><ul><ul><li>Track All Work For Reporting & Post Mortems ( Bugzilla ) </li></ul></ul><ul><li>Retention </li></ul><ul><ul><li>Vest Key Employees (Bonuses, Stock Options) </li></ul></ul><ul><ul><li>Invest In Ongoing Training / Industry Participation – (Employment Contracts?) </li></ul></ul><ul><ul><li>If Your Employees Are Happy, Poaching Is Not An Issue </li></ul></ul>
  10. 11. Take Aways <ul><li>Choose The Department Path – 1 Person or Team </li></ul><ul><li>Build The Right Team Starting At The Top </li></ul><ul><li>Invest in Education – Distance Learning, Formal Classes, On Site Training </li></ul><ul><li>Communication – Set Realistic Goals, Have Structured Reporting, Promote Marketing & Technology Harmony </li></ul><ul><li>Retention – If They Keep The Register Ringing, Keep Your SEO Department Happy </li></ul><ul><li>The Zappos Example – Find The Right People For Your Corporate Culture (Wall Street Type A vs. West Coast Laid Back) </li></ul>
  11. 12. Thank You University of San Francisco Master Certificate in Internet Marketing www.usanfranonline.com ENTER TO WIN A FREE COURSE VALUED AT UP TO $2,280 AT BOOTH 321 *Terms and conditions of raffle available upon request at booth 321

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