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Sem11 in house seo
 

Sem11 in house seo

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  • Best Practices For Internal SEM Teams

    Maintaining an internal search/Internet marketing team can be hard and many companies face the challenge of what to outsource and what not, especially now with all the major upgrades Google and the other marketing channels keep throwing at them.

    In this seminar, we will look at the best practices in-house search/Internet marketing teams
    can implement and the tools they can use to maximize their work efforts. Key issues to be covered include: who to hire; how to maintain, education and train; when to outsource; and what tools to use. These are all but a small part of the bigger picture that companies must be aware of when maintaining internal teams. Expect to walk away with deeper knowledge on these and other matters, and how to solve them.

    Kristjan Mar Hauksson, Director of Internet Marketing / Founder, Nordic eMarketing
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  • Maintaining an internal search/Internet marketing team can be hard and many companies face the challenge of what to outsource and what not, especially now with all the major upgrades Google and the other marketing channels keep throwing at them.  In this seminar, we will look at the best practices in-house search/Internet marketing teamscan implement and the tools they can use to maximize their work efforts. Key issues to be covered include: who to hire; how to maintain, education and train; when to outsource; and what tools to use. These are all but a small part of the bigger picture that companies must be aware of when maintaining internal teams. Expect to walk away with deeper knowledge on these and other matters, and how to solve them.

Sem11 in house seo Sem11 in house seo Presentation Transcript

  • Best Practices For Internal SEM Teams
    SEM Konferansen
  • Internal SEM teams
    Introduction
  • Introduction
    There are all these people fighting for budget and even more importantly, attention
    There are product and project managers
    The designers
    The PR department
    And the list goes on...
  • Then there are the programmers...
  • Introduction
    And if that isn’t bad enough, then there are the bosses...
    The executives
    The board of directors
    The analysts
    The advisors behind the scene
    And then that list also goes on....
  • Internal SEM
    Basic Understanding
    Being Clueless
    is NO Excuse!
  • Skills
    What skills does the team need?
    Marketing
    Technology
    Analytics
    Reporting
    Consensus building
    Leadership
    Where does the team belong?
    Marketing?
    Technology?
    Design?
    C Level?
    Elsewhere?
    Marketing!
  • But what happens when you have a team?
    What’s the reporting structure?
    Embedded?
    Placing team members directly within specific product areas
    Helps to improve subject matter expertise
    Provides less flexibility
    External internal team?
    Act as an “internal” agency when needed
    Matrixed?
    Except the SEMs are part of a larger team
    Provide an environment for knowledge sharing
    Reduces “siloing” (Isolation)
  • The role of the team
    Dedicated practitioners?
    Totally focused on SEM, internal
    SMEs mixed role?
    SEO is one of several functions
    Ensures integration with SEM and the other processes
    Training?
    Establish training programs for all stakeholders
    Help to establish SEM as a part of the overall process flow
    Helps to identify talent within the organization
    Vendor managers / Agencies?
    Vendors can be used to backfill for resource gaps
    Vendors can be used to backfill for knowledge gaps
  • The management
    There are two types of Managers:
    Those who get SEO and those who don’t get SEO!
    Being Clueless
    is NO Excuse!
  • The managers that are clueless
    Five Types of Managers who don’t get SEO:
    Those that don’t understand the impact
    Those that have been burned!
    Meta, Meta, Meta and Titles
    Those that believe it is black magic
    Those that think they do get it, and really do not!
    Kill the HIPPO!
  • Create best practice docs
  • According to SEMPO Over 40% of in-house SEOs operate Solo, no Staff!
  • If you are solo... then here are tips
    Be the expert
    Train as you can
    Emphasize SEO in the workflow of marketing within the company
    Spot out your champions
    Test tools
    Don’t be afraid to outsource!
    Be selective when you hire!
  • If you are not solo then....
    Be the GURU, the person with the knowledge
    Train, train .... Train
    Do regular SWOT‘s with your team
    Know your team, find champions
    Put SEM in the workflow – Best practices
    Don‘t be afraid to get people in to test your workflows
    Test and try tools
    Don’t get stuck
    Don’t be afraid of outsourcing
    Takes off workload if needed
  • Resources
    http://searchenginewatch.com
    http://www.seomoz.org/
    http://www.google.com/webmasters/
    http://www.bing.com/toolbox/webmaster/
    http://searchengineland.com/
    Competitive analysis slide show from the same conference
  • Q & A!
  • Kristján Már Hauksson
    Thank you