The (Mostly) Little Things in SEO Team Building that Matter Most

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This presentation on SEO team building focused on how to build a best-in-class SEO team from insights learned while assembling the team from Rasmussen College US Search Awards Best In-House SEO Team …

This presentation on SEO team building focused on how to build a best-in-class SEO team from insights learned while assembling the team from Rasmussen College US Search Awards Best In-House SEO Team Finalist. Originally presented at C3 New York on 9/18/2013.

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  • 1. #C3NY THE (MOSTLY) LITTLE THINGS IN SEO TEAM BUILDING THAT MATTER MOST Josh Braaten, Associate Director of Inbound Marketing, Collegis Education
  • 2. #C3NY JOSH BRAATEN 2 Associate Director of Inbound Marketing @JLBraaten CollegisEducation.com Facebook.com/JoshBraaten Josh.Braaten@CollegisEducation.com Collegis Education
  • 3. #C3NY3 I RECENTLY NEEDED HELP WITH MY FENCE
  • 4. #C3NY THE CLASSIC “ASK A FRIEND” FOR HELP 4 Hey there fellas… Mind coming over and helping me paint my fence all day Saturday? I’ll play some tunes, order a jumbo pizza, and load up a cooler full of refreshments.
  • 5. #C3NY WOULD THIS APPROACH WORK BETTER? 5 Hey there fellas… Mind coming over and helping me paint my fence all day Saturday? I will give you a share of $37.29.
  • 6. #C3NY THE LITTLE THINGS MATTER WITH FRIENDS 6
  • 7. #C3NY TURNS OUT, THE LITTLE THINGS MATTER WHEN BUILDING A CRACK SEO TEAM, TOO. 7
  • 8. #C3NY A CHANGE IN THE WORK FORCE REQUIRES A CHANGE IN THE WAY WE MANAGE IT
  • 9. #C3NY GODIN: COGS VS. ARTISTS • 20th Century Required Compliance • Consistency was critical to success • Top-down management drove results • Free-thinking discouraged • 21st Century Requires Independence • Creativity and independence critical to success • Individual-level performance and ideas drive results • Free-thinking and entrepreneurialism encouraged 9
  • 10. #C3NY THEN: OBEDIENCE AT SCHOOL AND WORK 10 Image credit: flickrImage credit: flickr
  • 11. #C3NY NOW: ARTISTS CRAVE FREEDOM AT WORK 11 Fully-loaded staff snack area at Google NYC complete with nutritional values
  • 12. #C3NY THEN: WORK WAS SUPPOSED TO BE WORK 12 Employees worked where they could and got social fulfillment/actualization somewhere else. Self Actualization Esteem Needs Social Needs Safety Needs Basic Needs
  • 13. #C3NY NOW: ARTISTS WANT MORE THAN MONEY 13 Today’s employees look to their careers to provide fulfillment on many different levels. Self Actualization Esteem Needs Social Needs Safety Needs Basic Needs
  • 14. #C3NY THEN: COMMODITY WORKERS & WAGES 14 Wages and margins were defined by a simple employee supply curve based on fiscal accounting $- $20.00 $40.00 $60.00 $80.00 $100.00 $120.00 Available Workers in the Market Place by Wage
  • 15. #C3NY NOW: ARTISTS CRAVE FIT ALONG WITH PAY 15 Social accounting perks like benefits, culture, and spirit can help shift the supply curve. $- $20.00 $40.00 $60.00 $80.00 $100.00 $120.00 Available Workers in the Market Place by Wage The employee supply curve can be augmented
  • 16. #C3NY PUTTING THE GAURDRAILS ON
  • 17. #C3NY WORK SHOULD BE FUN, NOT A VACATION 17
  • 18. #C3NY START WITH A HIGH BAR FOR “SPECIAL” 18 • David McCullough, Wellesley High • 2012 commencement speech • “You are not special” • “By definition there can be only one best. You’re it or you’re not.” • Start with this expectation for artists
  • 19. #C3NY FREEDOM REQUIRES “B&W GOALS” • “Black & White Goals” • Are tied directly to business outcomes • Easy-to-define key performance indicator (KPI) • Clearly measureable and available in reports • Leave no room to question success/failure • Not a B&W Goal: “Let’s increase leads” • B&W Goal: “We’ll increase leads by 50% in Q4 to 1,224 total leads • B&W Goals support building a team of artists 19
  • 20. #C3NY SEARCHLIGHT HELPS TRACK KPIS 20
  • 21. #C3NY SEARCHLIGHT KEEPS US ACCOUNTABLE 21
  • 22. #C3NY TRELLO DOCUMENTS OKRS AND KPIS 22 OKRs: objectives, and key results; KPIs: Key performance indicator(s), or how you’ll measure
  • 23. #C3NY HOLDING TODAY’S TEAMS ACCOUNTABLE
  • 24. #C3NY YOU’RE NOT ALWAYS GOING TO HIT GOALS 24 …but admitting when you’ve lost is important to make the victories means something
  • 25. #C3NY TRADITIONAL FEEDBACK IS STRESSFUL 25 Image credit: SystemsJournal
  • 26. #C3NY USE A SCARF TO AVOID POOR FEEDBACK 26 Know these neuro triggers and be sensitive to them when delivering feedback. Status Certainty Autonomy Relatedness Fairness S C A R F
  • 27. #C3NY INSTEAD, BE A COUNSELOR 27 The most effective feedback is the kind you don’t have to even give.
  • 28. #C3NY THINKERS THINK WHEN THEY FEEL SAFE 28 This approach promotes oxytocin and dopamine, neuroplasticity, and greater creativity and art
  • 29. #C3NY MAKING THINGS FUN
  • 30. #C3NY LITTLE THINGS CAN ADD EXCITEMENT 30
  • 31. #C3NY GAMIFY YOUR TEAM’S WORK WITH TRACKER 31
  • 32. #C3NY VIRTUAL PERSONAL ASSISTANTS FOR ALL 32
  • 33. #C3NY INVEST MORE IN LINE WITH YOUR “WHY” 33
  • 34. #C3NY GETTING PAID TWICE TO GO ON HOLIDAY 34 • Moz has a “Paid/Paid Vacation” • Proactively avoid burn-out • Up to $3,000 expenses reimbursed • On top of existing paid vacation • Resets every year • Fantastic recruiting tool • “Too good to be true” feeling • People get engaged, eloped, and have the time of their lives, thanks to Moz
  • 35. #C3NY – LEAH CANDELARIA HEAD OF TEAM HAPPINESS, MOZ 35 “IT’S OUR WAY OF BEING ROMANTIC WITH OUR PEOPLE.”
  • 36. #C3NY GREAT COMPANIES DON’T THINK TWICE 36 • Zappos generously invests in their staff • Monthly contest for best service: • Winner receives $150 • Parking spot • Parade in winner’s honor • Complete with a cape • Breakfast, lunch and snacks • Nap rooms and “laughter yoga” • Up to $6,000 in adoption-fee reimbursement
  • 37. #C3NY GO HOME AND TRY SOME LITTLE THINGS
  • 38. #C3NY …OR AT LEAST START WITH A PIZZA 38
  • 39. #C3NY THANK YOU 39 Josh Braaten @JLBraaten CollegisEducation.com Facebook.com/JoshBraaten Josh.Braaten@CollegisEducation.com Collegis Education – Higher Education Marketing & More