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AGILE SEO Optimizing in Real-TimeNick RoshonSr. SEO Strategist, iCrossing@nickroshon
A TALE OF TWO PAGES
The typical lifespan of a post…                                  @nickroshon | #BOLO   3
Social-only vs. SEO-only vs. Both                 SOCIAL                  SEO                  BOTH                       ...
ATTENTION      IS SCARCE      @nickroshon | #BOLO
1,000,000,000,000Web pages indexed by Google                              @nickroshon | #BOLO
42,000,000Facebook Pages     * Pages with more than 10 likes; as of March 31, 2012   @nickroshon | #BOLO
181,000,000Active Blogs               @nickroshon | #BOLO
BUY ITEARN ITOWN IT          @nickroshon | #BOLO
Blog post with social visibilitySOCIALNEEDS    Blog post with search visibilitySEARCH                                 @nic...
INBOUND LINKSBREADTH, DEPTH & FRESHNESS   SEARCH                             NEEDS                             SOCIALSOCIA...
SEO + Social Together  Photo credit: http://www.petgeekery.com/tag/cuddling/   @nickroshon | #BOLO   12
AGILE SEO(what are we even talking about?)
What is Agile?  Source: http://www.geekherocomic.com/2009/02/21/agile-  development-explained/                            ...
What is Agile?                 Bringing everyone together                    An iterative approach                      Sh...
It’s all about speed andresponsiveness, withoutsacrificing coordination orquality  Source: http://searchengineland.com/agi...
So what doesthis have to do  with SEO?                  @nickroshon | #BOLO   17
SEO is three things     Technical       Keywords          Magic       Stuff          & Copy           & Luck              ...
FRAMEWORK FOR AGILE SEO (How YOU and YOUR CLIENTS can implement)                                            19
Agile SEO is not this…COPY     TECH            PR       SEO                              @nickroshon | #BOLO   20
Agile SEO is this…                       TECHCOPY                          OUTREACH                 SEO   ANALYTICS       ...
Agile SEO – Avoiding waterfalls   Source: http://www.commonplaces.com/inspiring-conversation/team-   posts/agile-vs-waterf...
Agile SEO - Timing & Priority              Organize in short sprints                 – Include SEO in each sprint         ...
Agile SEO - GoalsGuiding principles of Agile include:   – Focus on USERS first   – Create transparency, collaboration, acc...
PROCESSES FOR AGILE SEO   (or any kind of SEO, for that matter)
TechnicalStuff            @nickroshon | #BOLO   26
Agile SEO for Web Development                 •   SEO requirements for each sprint                 •   SEO as part of QA f...
Example: Agile SEO in Web Dev                 Audit new pages for:                  H1 tags                  Social Shar...
ContentCreators           @nickroshon | #BOLO   29
Agile SEO for Content Creators                  • SEO as part of content brainstorming                  • SEO as part of c...
Example: Agile SEO in Copy                  Keyword Presence in:                   Page Title                   Meta Des...
PR &Marketing            @nickroshon | #BOLO   32
Agile SEO for PR & Marketing                   • Influencer outreach for new content                   • Social media outr...
Example: Agile SEO in PR                Link to website/owned media in:                 Email Marketing                 ...
ROADBLOCKS TO AGILE SEO   (or any kind of SEO, for that matter)
Roadblock 1: Bad for Users                    SEO is spam                     and bad for                       users.    ...
SEO is GOOD for users           • SEO helps users find what they’re             looking for           • SEO ensures conten...
Roadblock 2: No Time                        We don’t                       have time                       for SEO…       ...
You have time for MARKETING          If you have time to proofrad copy          AND          <b>you have time to QA code</...
Roadblock 3: SEO is unnecessary                 Search Engines can                 find content on their                 o...
Poor logic is poor                 By that same logic, great products                 don’t need ANY marketing –          ...
Roadblock 4: No budget                    We don’t                   have money                    for this…              ...
SEO is a skillset, not a cost            • Very little fixed cost involved with              SEO (tools & reporting)      ...
THE BIG PICTURE                  44
SEO isn’t a step in the process, it’s part of EACH STEP in the                         process                       @nick...
Once taught and integrated,        SEO pays for itself                   @nickroshon | #BOLO   46
Search and Social Media is like                    1+1=3                       @nickroshon | #BOLO   47
Optimization is mindset,        Not a finite task
What to do tomorrow• Web Developers – add SEO to your development  sprints• Copywriters – add SEO into your proofreading/e...
About Me / iCrossing                       iCrossing, Inc.:                       • Owned by Hearst Corporation           ...
APPENDIX / ADDITIONAL WINS                             51
Quick Wins for Developers1.   Implement Facebook OGP Tags2.   Add Social Sharing Buttons3.   Make Page Speed Enhancements4...
Quick Wins for Copywriters 1. Use AdWords Keyword Tool 2. Article/Content Ideas:    1.      Ubersuggest    2.      Soovle ...
Quick Wins for PR & Marketing1. Influencer prospecting – Klout, Google, Blogs,   Books2. Influencer outreach – Google+, Tw...
Additional Wins for All…               • Leveraged Paid Social + Paid Search to                 amplify content marketing ...
DISCLAIMER•   All photos, charts & media are copywrite their respective owners – credit    was given where available/possi...
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Agile SEO - Optimizing in Real-Time - BOLO 2012

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My presentation on "Agile SEO" given at the BOLO 2012 conference in Scottsdale, AZ. The presentation discusses how to apply agile methodology to SEO and marketing more broadly to help agencies and brands be more fluid & responsive in optimizing their assets. Image credit and resource links are given within the slide and appendix where appropriate.

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  • A quick story on why SEO is important...
  • Social only approach = short lifespan of content
  • SEO adds meaningful, long-term visibility to content
  • Attention is scarce, competition is huge – why do you deserve to be on page 1?
  • A lot of competition
  • Social is crowded, too
  • The blogosphere lives…
  • SEO focused on earning itStart with owned – limited budget, build out owned assets – website. No sense spending money on media sendignppl to your site if your website sucksThen go to Owned – build traffic to websiteThen go to Buy It – to supplement earned &amp; owned
  • Agile development - nothing really changes, except that managers, designers and architects have an excuse for changing requirements at last minute
  • Not really – it’s a fundamental shift based on some pretty appealing principles
  • Speed &amp; responsiveness – who doesn’t want that!?
  • SEO, like any marketing process, involves people. It too can be managed in an Agile manner.
  • How most digital marketing operates
  • SEO is glue that binds all team members together
  • Waterfall – trying to do everything at once, gathering all requirements before moving to next step. Basically like doing an “Epic” all at once rather than breaking in to smaller stories/enhancements.
  • Waterfall – trying to do everything at once, gathering all requirements before moving to next step. Basically like doing an “Epic” all at once rather than breaking in to smaller stories/enhancements.
  • Waterfall – knowing all requirements up front and doing everything at once (in a giant waterfall) – prone to delays, budget over-run, and taking forever to see any tangible improvements. Agile = smaller increments but constant output &amp; improvements.
  • Talk about how a high-functional Agile SEO web dev team works…how SEO fits into agile web dev
  • Example of how SEO can fit into existing development sprints…
  • Talk about how a high-functional Agile SEO copywriting team works…SEO as part of writing &amp; creative process, not an afterthought for it
  • Talk about how a high-functional Agile SEO PR &amp; Marketing team works…
  • We hear this a lot…
  • Typo and broken code are intentional…will be interesting to see if people pick up on it 
  • Credit Lee Odden for this takeaway, core theme of his book “Optimize” which is worth picking up…
  • Transcript of "Agile SEO - Optimizing in Real-Time - BOLO 2012"

    1. 1. AGILE SEO Optimizing in Real-TimeNick RoshonSr. SEO Strategist, iCrossing@nickroshon
    2. 2. A TALE OF TWO PAGES
    3. 3. The typical lifespan of a post… @nickroshon | #BOLO 3
    4. 4. Social-only vs. SEO-only vs. Both SOCIAL SEO BOTH @nickroshon | #BOLO 4
    5. 5. ATTENTION IS SCARCE @nickroshon | #BOLO
    6. 6. 1,000,000,000,000Web pages indexed by Google @nickroshon | #BOLO
    7. 7. 42,000,000Facebook Pages * Pages with more than 10 likes; as of March 31, 2012 @nickroshon | #BOLO
    8. 8. 181,000,000Active Blogs @nickroshon | #BOLO
    9. 9. BUY ITEARN ITOWN IT @nickroshon | #BOLO
    10. 10. Blog post with social visibilitySOCIALNEEDS Blog post with search visibilitySEARCH @nickroshon | #BOLO
    11. 11. INBOUND LINKSBREADTH, DEPTH & FRESHNESS SEARCH NEEDS SOCIALSOCIAL SIGNALS @nickroshon | #BOLO
    12. 12. SEO + Social Together Photo credit: http://www.petgeekery.com/tag/cuddling/ @nickroshon | #BOLO 12
    13. 13. AGILE SEO(what are we even talking about?)
    14. 14. What is Agile? Source: http://www.geekherocomic.com/2009/02/21/agile- development-explained/ @nickroshon | #BOLO 14
    15. 15. What is Agile? Bringing everyone together An iterative approach Short cycle times Showing instead of telling Objective measurement Frequent, open communication Minimal bureaucracy Source: http://searchengineland.com/agile-marketing-for-conversion- optimization-37902 @nickroshon | #BOLO 15
    16. 16. It’s all about speed andresponsiveness, withoutsacrificing coordination orquality Source: http://searchengineland.com/agile-marketing-for-conversion- optimization-37902 @nickroshon | #BOLO 16
    17. 17. So what doesthis have to do with SEO? @nickroshon | #BOLO 17
    18. 18. SEO is three things Technical Keywords Magic Stuff & Copy & Luck (copywriters) (PR & outreach) (developers) PROCESSES performed by PEOPLE @nickroshon | #BOLO 18
    19. 19. FRAMEWORK FOR AGILE SEO (How YOU and YOUR CLIENTS can implement) 19
    20. 20. Agile SEO is not this…COPY TECH PR SEO @nickroshon | #BOLO 20
    21. 21. Agile SEO is this… TECHCOPY OUTREACH SEO ANALYTICS @nickroshon | #BOLO 21
    22. 22. Agile SEO – Avoiding waterfalls Source: http://www.commonplaces.com/inspiring-conversation/team- posts/agile-vs-waterfall-how-approach-your-web-development-project @nickroshon | #BOLO 22
    23. 23. Agile SEO - Timing & Priority Organize in short sprints – Include SEO in each sprint – Keep each sprint focused on S.M.A.R.T. goals – Create “Epic” stories with bigger picture goal, user stories with various steps to achieve the Epic – User stories focus on users – Strong project management helps – Avoid “waterfall” project style @nickroshon | #BOLO 23
    24. 24. Agile SEO - GoalsGuiding principles of Agile include: – Focus on USERS first – Create transparency, collaboration, accountability – Avoid meetings, siloing, wasted time – Keep shipping – smaller increments but constant output of work Photo credit: http://www.wordstream.com/blog/ws/2012/10/01/agile- @nickroshon | #BOLO 24 marketing-guide
    25. 25. PROCESSES FOR AGILE SEO (or any kind of SEO, for that matter)
    26. 26. TechnicalStuff @nickroshon | #BOLO 26
    27. 27. Agile SEO for Web Development • SEO requirements for each sprint • SEO as part of QA for new launches • SEO training for web team • SEO analysis for each page template Technical • Accountable for SEO friendly design Stuff (developers) • SEO as part of developers job @nickroshon | #BOLO 27
    28. 28. Example: Agile SEO in Web Dev Audit new pages for:  H1 tags  Social Sharing Buttons  Microformats  No text in images  Body text placeholder  Breadcrumbs  Internal links  Site Nav. Elements  Loading Speed @nickroshon | #BOLO 28
    29. 29. ContentCreators @nickroshon | #BOLO 29
    30. 30. Agile SEO for Content Creators • SEO as part of content brainstorming • SEO as part of content calendar • SEO performed before content is published Keywords • SEO as part of content QA process & Copy • Accountable for SEO-friendly copy (copywriters) • SEO as part of copywriters job @nickroshon | #BOLO 30
    31. 31. Example: Agile SEO in Copy Keyword Presence in:  Page Title  Meta Description  Image Name / Text  1st Paragraph  Taglines / H2  Internal Links  URL  External Links @nickroshon | #BOLO 31
    32. 32. PR &Marketing @nickroshon | #BOLO 32
    33. 33. Agile SEO for PR & Marketing • Influencer outreach for new content • Social media outreach for new content • Internal outreach for new content & ideas Magic • Bridge builder between departments & Luck (PR & outreach) • Accountable for SEO-friendly social • SEO as part of marketing’s job @nickroshon | #BOLO 33
    34. 34. Example: Agile SEO in PR Link to website/owned media in:  Email Marketing  Social Media  Internal Emails  Client/Partner Outreach  Blog Posts  Press Releases  Videos  Printed Media @nickroshon | #BOLO 34
    35. 35. ROADBLOCKS TO AGILE SEO (or any kind of SEO, for that matter)
    36. 36. Roadblock 1: Bad for Users SEO is spam and bad for users. @nickroshon | #BOLO 36
    37. 37. SEO is GOOD for users • SEO helps users find what they’re looking for • SEO ensures content speaks same language as customers • SEO encourages efficient & accessible coding • SEO emphasizes good user experience & creating like/link- worthy content @nickroshon | #BOLO 37
    38. 38. Roadblock 2: No Time We don’t have time for SEO… @nickroshon | #BOLO 38
    39. 39. You have time for MARKETING If you have time to proofrad copy AND <b>you have time to QA code</br> AND you have time to do marketing THEN you have time to do (Agile, efficient) SEO @nickroshon | #BOLO 39
    40. 40. Roadblock 3: SEO is unnecessary Search Engines can find content on their own – good content doesn’t need “SEO” @nickroshon | #BOLO 40
    41. 41. Poor logic is poor By that same logic, great products don’t need ANY marketing – consumers will simply find your products and buy them based on quality alone @nickroshon | #BOLO 41
    42. 42. Roadblock 4: No budget We don’t have money for this… @nickroshon | #BOLO 42
    43. 43. SEO is a skillset, not a cost • Very little fixed cost involved with SEO (tools & reporting) • SEO is part of items that DO have budget (copy, web dev., etc.) • SEO is a highly efficient marketing channel • SEO can be done for “free” with right people & processes in place @nickroshon | #BOLO 43
    44. 44. THE BIG PICTURE 44
    45. 45. SEO isn’t a step in the process, it’s part of EACH STEP in the process @nickroshon | #BOLO 45
    46. 46. Once taught and integrated, SEO pays for itself @nickroshon | #BOLO 46
    47. 47. Search and Social Media is like 1+1=3 @nickroshon | #BOLO 47
    48. 48. Optimization is mindset, Not a finite task
    49. 49. What to do tomorrow• Web Developers – add SEO to your development sprints• Copywriters – add SEO into your proofreading/editorial process• PR & Marketers – add SEO into your outreach• SEOs – start integrating into the above• Agency owners/directors – make this happen! @nickroshon | #BOLO 49
    50. 50. About Me / iCrossing iCrossing, Inc.: • Owned by Hearst Corporation • 19 Offices Worldwide • 850 Professionals • 40+ Fortune 500 Clients • iCrossing.com Nick Roshon: • Sr. SEO Strategist • Blogger / Race Car Driver • Tempe Resident • NickRoshon.com @nickroshon | #BOLO
    51. 51. APPENDIX / ADDITIONAL WINS 51
    52. 52. Quick Wins for Developers1. Implement Facebook OGP Tags2. Add Social Sharing Buttons3. Make Page Speed Enhancements4. Optimize Page Templates5. Create Dynamic Titles & Meta Data6. Add Rel=canonical tags7. Upload XML Sitemaps8. Review Google & Bing Webmaster Tools9. Build SEO tools into your CMS (Keyword Research, Title Tags, Microformats Markup, etc) @nickroshon | #BOLO 52
    53. 53. Quick Wins for Copywriters 1. Use AdWords Keyword Tool 2. Article/Content Ideas: 1. Ubersuggest 2. Soovle 3. Topix 4. Bottlenose 5. Google Insights / Trends 3. Ensure keywords use in: 1. Page Titles 2. Meta Description 3. Article Name/H1 Tag 4. First Paragraph More Content Tools for SEO: http://marketingland.com/12-content-research- tools-you-should-be-using-21773 @nickroshon | #BOLO 53
    54. 54. Quick Wins for PR & Marketing1. Influencer prospecting – Klout, Google, Blogs, Books2. Influencer outreach – Google+, Twitter, Facebook Page Data3. Social Sharing – use canonical URLs4. Internal Marketing – leverage employees to help market important news/content5. Don’t neglect your blog! @nickroshon | #BOLO 54
    55. 55. Additional Wins for All… • Leveraged Paid Social + Paid Search to amplify content marketing & SEO • Practice Social Reciprocation (give to receive) • Algorithm-proof SEO – Always put users first! – Personas = great way to marry SEO & user behavior • Utilize Google+ for improved visibility (in Google) – Brand page – Authorship markup @nickroshon | #BOLO 55
    56. 56. DISCLAIMER• All photos, charts & media are copywrite their respective owners – credit was given where available/possible• No celebrities are affiliated or have endorsed this presentation• Please contact the author with any concerns over the fair use of media in this presentation: nick.roshon@gmail.com• Thank you! @nickroshon | #BOLO 56
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